The Case Study Method: An Introduction

The Case Study Method: An Introduction By Michael McDermott

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

What is it?

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

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.

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”

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?

How do I Perform The Case Study Method? • You need to consider the importance of allaspects of the case study: • The text • The tables • The exhibits • The figures

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

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

Presenting your analysis in PPt

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

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

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

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

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

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

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’

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

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

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’

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?

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

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

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

Presenting The Case Study

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

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

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

Example of Using Table

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

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

The Case Study Method Any Questions?

The Case Study Method: An Introduction