1. The Case Study Method: An IntroductionBy
Michael McDermott

2. The Case Study Method What is it? Why use it?
How do I become accomplished at it?
Where can I practice it?

3. What is it?

4. The Case Study Method For a student this involves three parts:
Processing: Performing the analysis
Preparing: putting together the presentation
Presenting: Delivering the presentation

5. Processing This is not just reading the case;
Nor is it simply getting a highlighter pen;
It demands that you look at each sentence, each exhibit and see to draw out assumptions, inferences, facts;
This takes time!
Ideally, I like to go through the case and use Excel to take notes, record thoughts, pose questions.

6. How long does it take to undertake this process?
Obviously it depends on the length
A 500-word article may take an hour
A 20 page case study may take 4-8 hours
“Practice makes perfect”

7. How do I Perform The Case Study Method?
Assume that the author has included each sentence for a good reason…. So make sure you consider the implications of such
What assumptions or conclusions can you make when you read a sentence?

8. How do I Perform The Case Study Method?
You need to consider the importance of all aspects of the case study:
The text
The tables
The exhibits
The figures

9. Preparing
A presentation that adopts a standard formula in terms of structure is not ideal
However having said that there are some structural issues that need to be adhered to – a PEST at the end is wrong; a SWOT before PEST and Internal analysis is in the wrong sequence
The higher the quality of processing, the easier it is to prepare the presentation

10. Preparing: my advice
Identify what you consider to the key question that needs to be addressed in the case
Then identify some secondary questions and structure them in a manner that is logically consistent and which develops a good ‘flow’
Do not overwhelm the ‘listener’ or ‘reader’ with a very large number of questions that do not appear to have a clear flow;
Answering each secondary question as you go along should make sure the argument developed is robust
Provide clear conclusions

11. Presenting your analysis in PPt
Do’s
Don’ts
Add value
Simply provide a summary
Facilitate comparisons
Make such impossible
Tables work
Rely on excessive amounts of text
Focus on presenting your analysis on each slide
Fall in love with charts that look good but fail to hammer home the key finding

12. This Class vs Others This Class
The presentation should not require commentary – your PPt in the business world may only be read by others
Often presenters best- points are not made in the PPt! Avoid that mistake
Other classes (as described by students)
The PPt is simply an aide-memoire
Assess based mainly if not exclusively upon the oral presentation

13. What is the Case Study Method?
A case study is a description of a company’s evolving performance
The authors’ presentation is descriptive
The students’ presentation must be analytical

14. What is the Case Study Method
Action Learning
Problem solving
Analysis is based ONLY on the material in the case itself
Do not undertake any additional research
More often than not the case provides subtle clues – be sensitive to such

15. Why Use the Case Study Method?
The emphasis is upon developing life-long skills
It’s like riding a bicycle
Once you can do it, you have it for life

16. The Case Study Method The case study is full of ‘evidence’
The aim is to analyze this evidence and present a coherent evaluation of the company’s decisions and actions
And to provide logical recommendations that would enhance the competitiveness of the business

17. Why Use the Case Study Method?
The skills gained are precisely what businesses and organizations need and value
Trust me such skills are extremely rare
Even in many ostensibly successful businesses, the lack of such skills is alarming

18. When and Where Can I Practice the key skills?
In class, you are provided with written case studies
However, every day you are exposed to a number of ‘case studies’

19. When and Where Can I Practice the key skills?
When you go to a restaurant you are going to leave having performed case study analysis?
You will have formed a clear opinion of that supplier
Based upon your experience you have analyzed all aspects of the supplier in terms of your customer experience

20. When and Where Can I Practice the key skills?
When you are reading the business section of the newspaper, you can be more reflective and conduct your own analysis of the company based upon what you have read

21. When and Where Can I Practice the key skills?
In short, everywhere
This class is seeking to develop a new or improved mindset
One in which you see the world through a new ‘lens’

22. When and Where Can I Practice the key skills?
So open your eyes!
Consider all those businesses that you deal with or observe
Which ones are on the right tracks strategically?
Which ones do you think are out of synch?

23. Common Reactions This is new This is different This is difficult
All the above are true

24. Common Reactions “I need direction”
But you are seeking to develop rare skills
This is not ‘strategy by numbers’

25. The Reality…It’s Like Golf
Many of us play golf
Playing regularly will improve us
Many may become average players
But very few become exceptional

26. Presenting The Case Study

27. Common Failings The most common failings at first are:
Failure to identify any issue(s)
Present a condensed, descriptive overview of the case study
Use text only and demand too much from the audience/reader
Or put together endless graphs and bar charts that are attractive, but offer no analysis
Focus on manifestations of problems rather than their causes
Failure to provide any analysis
Focus upon tactical issues as opposed to startegic

28. Common Failings In every slide you need to provide added value
That means helping the reader/audience by offering analysis
Slides that only summarize the case study are worthless

29. Presenting The Case Study
In terms of presentations help your reader/audience
Use Tables to facilitate comparisons
Use Tables to show clearly the impact of issues
Avoid relying only on text

30. Example of Using Table Factor Variable Impact on Company
Impact of Issue (1-5)
Political
Ban on imports from Asia
Opportunity 5
Economic
Weak US $
Threat
Social
Technological
Web 2.0 applications 3

31. Example of Using Table Company A Company B Company C Founded
Domestic Presence
Location of international operations
Generic strategy
Target market
Market share

32. The Case Study Method
Make use of standard tools of strategic analysis, but do not allow them to result in a rigid approach to problem solving
Be creative in use of Tables, Figures etc

33. The Case Study Method
Above all, you must avoid simply regurgitating the case study
This is the key challenge to overcome

34. The Case Study Method
Above all, you must avoid simply regurgitating the case study
This is the key challenge to overcome

35. The Case Study Method
Above all, you must avoid simply regurgitating the case study
This is the key challenge to overcome

36. The Case Study Method
Any Questions?