• Students:  If you find information on this page that you want to use in your Project paper, you must reference this page in your Bibliography in the same way you would give credit to any other page on the Web. (see Citing your sources)
• See also - Online References on The Case Study Method
• See also - Written report
• See also - Common Mistakes and Errors
• What is the Case Study Method?
  • A case study is not qualitative research, as is often confused by laymen. It is a research strategy, an empirical inquiry that investigates a phenomenon within its real-life context. (Yin)
  • A decision-making situation with a large number of facts that you must sort through and separate into components for analysis.
  • A good case should allow for several possible alternative solutions.
  • A case is a factual account of a real-life situation written in a narrative style.
  • Cases provide a large number of essential data, facts, figures, and even extraneous information.
  • Cases are simulations of the decision-making situations that all students in management will come upon one day in the workplace.
  • A realistic, complex problem for which there is no right answer.
  • The student should try to put himself in the role of a manager (decision-maker).
  • The responsibility for learning is transferred from the teacher to the student.
  • problem-oriented method. "In this approach a case is analysed to identify the major problems that exist, the causes of and possible solutions to the problems, and finally, a recommendation as to the best solution to implement." - monash.edu.au
  • The Case Method is a Problem solving technique that has elements of the Scientific method.
• Where is The Case Study Method used and why?
  • Classroom (in business school, in other domains), in a company, in government, etc.
  • Used to develop analytical skills, social skills (groups)
• Components - the essential components (parts) of The Case Study Method (for Business)

  1. Cover Page	1. one page
  2. Table of Contents	2. one page
  3. Executive Summary	3. less than one page (but nothing else should be on the page)
  4. Background	4. about one page
  5. Problem Statement	5. one or two paragraphs (less than one page)
  6. Situation Analysis	6. Depends on the complexity of the case.
  7. Alternatives	7. less than one page (unless necessary to explain a complicated item)
  8. Comparison and Analysis of the Alternatives	8. a paragraph or two to discuss each alternative
  9. Decision	9. less than one page, perhaps only a paragraph
  10. Action Plan	10. Depends on the complexity of the case.
  11. Appendices	11. Depends on the complexity of the case.
  12. Bibliography	12. Depends on the complexity of the case.
  13. PowerPoint (for a presentation)	13.  Required.  A summary of your case.  Must be submitted to Lea.
  14. Presentation	14.  Required.  If you do not present your case, you will automatically get 0% for all parts of the entire Project.

• Preparation
• Presentation
• Participation requires Attendance = If you are absent it is impossible for you to participate.
  • Participation:  Students are expected to attend ALL presentations and demonstrate appropriate comportment during their colleagues' presentations.
    • Marks will be awarded on an individual basis.
  • Participation is REQUIRED - You must be present in class for all of the presentations by all of the groups.

Components - the essential components (parts) of The Case Study Method (for Business)

1. Cover Page

• ---

2. Table of Contents
• Dot Leaders
  • Using Tabs with Leaders
  • Manually:  MS-Word 2010 > Page Layout (menu) > Tabs > Clear All > Default=0 > Tab Stop=16mm > Align Right > Option 2 || Section Breaks > Page Layout > Breaks > Next Page
    • Inserting dot leaders in Word 2010 - YouTube
    • How To Create A Dot Leader Line In Microsoft Word 2010 - YouTube
    • Dot Leaders
  • Automatically:  MS-Word 2010 > References (menu) > Table of Contents
    • Word 2010 Creating a Table of Contents - YouTube

• ---

3. Executive Summary
   • Warning! - This is a summary of the Case Study you just finished.  This is not a summary of the history of the company or the product or anything else.  This is a summary of what problem you looked at and how you solved it.
   • Less than one page.  Nothing else should be on this page.
   • One page only (the first page) - This must be a summary of your case that a busy senior executive can use. 
   • Includes the major points of the case, the major issue(s), the chosen solution, the logic behind the solution.
   • Placed at the front of the report.  It is the first page.
   • Nothing else should be on this page.  The Executive Summary should be on only one page, with nothing else on that page.
   • Do not write this "Executive Summary" until this rest of the Case has been written.  This is the VERY LAST thing to write for your case.  This MUST be the LAST part of your paper.  You MUST write the Executive Summary after finishing every other part of your Project.

   • ---

4. Background
• Background or history of the company and the product - a very brief summary
• Only include the relevant facts leading to the resolution of the real problem.  If the information won't help you solve the case, don't mention it.
• Don't forget that you are playing the role of a manager of the company.  You should already know something about your company and your product.  You don't need to include such details in your report.
• The "Background" section of your Case Study must only include information that is relevant to the immediate problem (= the Current issue), and will help you to solve the current problem (= the immediate problem = the Current issue).
• VERY BRIEF
  • Description of company
• Company structure, divisions, groups of companies, etc.
• Organizational structure, etc.
  • Organizational chart.  (Companies do not publish organizational charts. They are considered "internal use only" and proprietary information.  Some companies post them, most do not.)
  • The number of people on the Board of Directors.
  • Names of the President, Chief Executive Officer, and Chairman of the Board.
  • The number of employees.
  • Head office location and countries in which the company operates.
  • Dates - (Year-end, Date of annual meeting of shareholders, Date of signature of audit report)
• Stock market code - (Stock Exchange(s) where the shares of the company are listed)
• URL = Web address
• Annual Report for the company
  • Description of the company's operations (goods and services). What industry is it in? Who are the major competitors? What types of goods and/or services does it produce?
  • Environmental variables that have played a role in the organization's performance (address only the ones that are relevant to your company).  Examples of environmental factors are: economic, political, legal (government regulations, new laws etc.) and social etc.
  • Retrospective. Overview of what happened during the fiscal year.
  • What is their strategy and outlook
  • Some of this information (in "Report") will be used in the "Situation Analysis" section of your Case Study.
• Description of the product (good, service, idea) selected.
• Feel free to include the details of relevant information in Appendices to your paper.
• Presentation & PowerPoint - One PPT slide and about 30 seconds for the Background. You must present only what is relevant to your company's problem and your solution to that problem (using the Case Method).

• ---

5. The Problem = the current issue = the dilemma
   • You must choose a real company and you must determine a problem that you can solve.  In other words, you must solve a real problem for a real company. 
     • Assume you are the executives responsible for the company or product.  Your survival is on the line.
     • It must not be a problem that has already been solved by the company.
   • ONE problem = UNO problema = NOT 2 or 3 or 4 problems
   • Problem Statement
     • Must be:  short - concise - precise - specific - solvable - important
     • No more than two sentences.
     • Assume the reader is already familiar with the company's current situation.  Do not summarize the situation.
     • W5 = who, what, where, when, why
     • How To Write A Problem Statement | Ceptara
     • How to Create a Problem Statement in Business Analysis - dummies
     • Tips on Writing a Problem Statement
     • Business Problem Statement in 6 Categories
     • Better Business Analysis Through Problem Statements » BAwiki
     • Are You Solving the Right Problem? | Step 4
   • Problem = Problem Statement = The main problem or the main issue.
     1. Obvious problem = Current issue = symptoms = the perceived problem = Unfinished case = the dilemma the company is currently facing = concern, challenge, opportunity, etc.
        • Symptoms are simply signs pointing to the true problem(s). 
        • Clearly state what is going wrong or what should be improved.
        • Define the key issue (the central problem = the most important current problem)
        • Current issue (as defined by your group).  Based on the information you have discovered about this company, your group must define an issue (related to any of the topics from the textbook) that is important and relevant to the company's present situation.
        • Examples:  Profitability; Strategic direction of the company; Source of competitive advantage; Morale of the company's employees; Customer satisfaction; etc.
     2. Real problem = Underlying problem = the root cause = opportunity = the cause of the dilemma
        • You must find the REAL problem, not just the symptoms.  You must probe the underlying issues in order to solve the real problem.
        • You will discover the underlying problem as you do your Situation Analysis.
        • Since all problems have solutions, it's critical that you define your problems correctly. If you don't, you might solve the wrong problem.
        • A problem well defined is a problem half-solved. – John Dewey
        • Einstein’s Secret to Amazing Problem Solving
          • Einstein is quoted as having said that if he had one hour to save the world he would spend fifty-five minutes defining the problem and only five minutes finding the solution
          • “We need to first define the problem. Albert Einstein once said: 'If I had an hour to save the world I would spend 59 minutes defining the problem and one minute finding solutions.'  And I find in most organizations people are running around spending sixty minutes finding solutions to problems that don't matter.” ~ Stephen Shapiro .
        • "A problem clearly stated is a problem half solved." -- Dorothea Brande
          • "A problem is half-solved if properly stated."  -- John Dewey
     3. Type of problem
        1. Finished case = a case that has already been solved by the company.   (Within the last year.)
           • Ex post facto case = analysis & critique of a solution
           • Look at how the company's management handled an actual occurrence.  How could things have been done better?
        2. Unfinished case = a case that has not already been solved.
        3. Fictional case = a case created by the teacher.
        4. Original case = the company's original documents are provided to the students. The students will use these source documents to try to provide a solution to the problem.
   • Be specific.  You must focus in on just the main problem.  Don't try to solve all the company's problems.
     • This is the ONE and ONLY problem that you will try to solve for this case.
     • Focus on only ONE problem (the most important one). 
     • Don't try to solve all of the company's problems at once.
     • Did I repeat this enough? -------->  Focus on only ONE problem (the most important one). 
   • WARNING - Do not state what your solution is.  You must state only what the problem is. 
     • After proper research and analysis, you will come up with the best possible solution to this ONE problem, the most important problem that the company is facing.
   • Course Relevance - The problem must be related to one of the major topics in the textbook. For example, if you are in any Marketing course, the problem must be a Marketing problem that will be solved using Marketing concepts.  For example, International or Global courses must tackle a problem related to a situation involving more than one country.

   • ---

6. Situation Analysis
   • What is the situation in your company?  What has happened to make you think there is a problem?  What do you know about the business environment and all the other relevant environments.  What are the facts that relate to this case? 
   • What information is provided? 
     • Your role and your situation will determine what information you have to start with:
       • Situation.A - Manager/employee:  You are working in the company and you know the situation and have access to all the company's information.
       • Situation.B - Student:  Your instructor may give you all of the information you need, perhaps in a handout or pamphlet (as at HBR-Store - $$).
       • Situation.C - Student:  You may need to solve a case that is presented in a textbook (usually at the end of a chapter).  Typically, very little information is profided and you will have to do a lot of research.
       • Situation.D - Student:  You select the company, the product, and the most relevant current problem.  You must find all your information - (from the company, the company's Website, the Web, newspapers or magazines, the library, etc.)
     • Analysis of the uncontrollable variables in the external environment and Analysis of the controllable variables in the internal environment.
       • Environmental variables that have played a role in the organization's (and the product's) performance.  Address only the variables that are relevant to your company (and the product).
       • Examples of environmental factors are: social, economic, technological, competitive, regulatory (political, legal, government regulations, new laws etc.), etc.
       • SWOT ...
       • Analyzing Your Market Situation - dummies
     • Definition of the target market.  (For a Marketing course, this is very important.)
     • Discussion and Analysis of the marketing strategies (4Ps).  (For a Marketing course, this is very important.)
     • What are the identifiable parts of the particular business situation?
     • What is the context (framework, paradigm) for interpreting this scenario? 
     • What are the components of this decision-making situation?
     • What are the constraints (limitations, boundaries, barriers)? 
       • goals
       • in the environments (internal, external)
       • supplies, resources (finances, labour), opportunities of the firm
     • only items relevant to the immediate problem, the Current issue.
     • Other questions to consider:  supply&demand, competition, environments, cost structure for this industry, skills of the firm, financial resources available, distribution structure, more questions to ask, etc., etc.
       • Case Study Method - Case Studies | Case Study in Business, Management- ICMR
     • Do NOT analyze anything and everything. 
     • Focus on the ONE most important problem (see above).  If it's not related to the problem, don't mention it.
   • What information is not provided? 
     • Background research (current situation, company information, personal information, situation information, assumptions, etc.) - The environments.
     • Data collection = Fact finding = Research
       • documents, interviews, archival records, direct observation, participant observation, artifacts
     • Is it possible to collect data?  (time, money, authority, etc.)
       • Will it be necessary to rely entirely on the information already provided?
       • RESEARCH - You will probably have to do some research to get enough information to do a good case study - Internet, library, periodicals, the company itself, etc.
     • Assumptions:
       • As you do your Analysis, you will find most of the information you need.  (Internet, Library, Company info like financial statements, prospectus, etc.)
         You should write about only the information that is relevant to the immediate problem, the Current issue.
         However, sometimes you may discover that there is some information that you can't find anywhere.
         You are permitted to make Assumptions about the missing data, and the rest of your Case Study must be consistent with your group's assumptions about the missing data.
       • For competitions on the Case Method and also in some classroom situations, the students may be given a huge bundle of papers with all the information that they need to do the case.
         They are not allowed much time and they are not allowed to search outside sources (library, Internet, etc.).
         If the students determine they need more information, but it isn't included in the package, they can make assumptions as long as they clearly identify the assumptions.
         In your case, you have lots of time and you may use any sources to find real information about a real situation.
         If you determine that you need more information, but it isn't included in any of the sources you can find, you can make assumptions as long as you clearly identify the assumptions.
         You may want to present your assumptions (clearly labeled as such) in your PowerPoint presentation.
   • What is happening in the case. 
     • What decision has to be made? 
     • What are the goals of the firm?
     • Who is the key decision-maker?  (the protagonist)
       What are the goals and objectives of the decision-maker in this case?  (implicit and explicit)
     • Who are the other actors in the case?  What are their objectives?
   • What information is relevant (useful)?  What information is irrelevant?
     • Omit the facts and factors that are not important to the problem.
     • Case writers deliberately include useless information that you must disregard.  (realistic decision-making skills)
     • Case writers deliberately leave out some important information.  - Research, Assumptions
   • What are the resources and constraints associated with the problem?
   • Analysis (SWOT) - Critical thinking.
• Analysis (SWOT, etc.) - AFTER the definition of the problem.
• Don't do a "Situation Analysis" until after you have clearly defined the main problem.  (see the previous step)
• SWOT is only one small part of your Situation Analysis.  There must be more than just SWOT in your Situation Analysis.
• You MUST use BOTH of the SWOT model tables (perhaps as an appendix).
• Remember that the purpose of SWOT is to develop action strategies.
• Assumptions - What assumptions (speculations, inferences, etc.) did you have to make when the information was insufficient?
  • This is not required.
    IF there is information you wanted/needed, but couldn't find, then you can explain that you tried, but failed, to find the information.
    IF that is the case, then you may need to make ASSUMPTIONS that you can't justify using your research.
    IF necessary, explain why you made those assumptions.
• The "Situation Analysis" section of your Case Study must only include information that is relevant to the immediate problem (= the Current issue), and will help you to solve the current problem, (= the immediate problem = the Current issue).

• ---

7. Alternative Solutions
   • (= alternative plans for action to resolve the main problem, the key issue) (at least two alternatives)
   • You must try to solve the ONE problem that you have identified (see above). 
     • Please do not provide a history lesson listing solutions that were used by the company in the past.
     • YOU must solve the CURRENT problem that you have identified (see above). 
     • Do not explain what they have done in the past.  Explain what YOU propose in order to solve the problem as you defined it (above).
   • Alternatives = Alternative Solutions
     • These must be alternatives to solve the ONE important problem (see above).  
     • DO NOT give general alternatives to any other problem the company may have.
     • Focus on the ONE most important problem.
     Use point form to list the possible alternative solutions to the problem (= key issue) that you defined above.
     • Be specific.  It must be very clear what you are proposing as a solution to the key problem.
     • You have defined only ONE key problem.  Your "Alternative Solutions" should try to solve only that ONE problem
   • Consider the company's objectives (e.g. Mission Statement).
   • Solutions possibilities.  List all the different ways of solving this problem.
     • status quo
     • other alternatives - ALL of the other possible solutions to the problem you defined above.
       • Discussion and Brainstorming
       • Don't rule out the alternatives at this stage.  Refer to the next step (see below).
   • Assumptions - What assumptions (speculations, inferences, etc.) did you have to make when the information was insufficient?

   • ---

8. Comparison of the Alternatives & Analysis of the Alternatives
   • What are your key decision criteria?
   • Analysis of the Alternatives
     • Every solution has some positive and some negative outcomes.  Tradeoff.  Relative risks and opportunities.  (SWOT)
     • Rationale For or Against each alternative
       • Advantages (pro) and disadvantages (con) for each alternative
       • Analysis (charts, graphs, calculations, etc.) - Appendices
     • How well will each alternative resolve the ONE most important problem?
     • What are the short-term and long-term consequences of each alternative?
   • Anticipate obstacles to the successful implementation of the solution.
   • Satisfice (= satisfactory & sufficient)  vs.  Maximize (= perfect)

   • ---

9. Decision & Recommendation the most feasible solution (i.e. your decision)
   • Best alternative.  Give the best course of action for the company. 
     • In the previous steps, you listed and analyzed the possible alternatives.  In this step, you select the best of those alternatives.  Don't make up other alternatives now (since that was done in a previous step, see above).
   • The optimal choice is the one that provides the best balance between profit opportunities and the risks and costs of failure. 
     • Satisfice
   • Students should make a clear-cut decision and avoid qualifications and other obvious hedges.
   • Explain the logic behind this resolution of the issue.
   • Reasons why the other alternatives were not chosen.
   • Solution - At the end of your paper, have you solved the problem as stated at the beginning?

   • ---

10. Action Plan
    • Implementation plan = plan of action = (i.e. a detailed plan of how you will implement your decision)
      • This is a plan for the future.  (tomorrow?)
      • Please do not provide a history lesson listing Action Plans for solutions that were used by the company in the past.
      • YOU must develop an Action Plan to solve the CURRENT problem that you have identified (see above). 
    • specific
    • unambiguous
    • organized, sequential steps
    • realistic
    • Action Plan - Be clear and specific in detailing the steps you will follow.
      • Details, who/when/where/how

    • ---

11. Appendices
    • Appendix A, Appendix B, Appendix C, etc.
    • Graphs, charts, tables, reports, financial statements, etc.
    • Important information that you can refer to from the body of the document  (e.g. See Appendix F)
    • as required, so that the body of the case does not contain too much detail

    • ---

12. Bibliography
• References to the sources for your research.

• ---

Preparation - What the student (or group of students) must prepare for the assigned case study, before going into class for the presentation

1. Prepare individually. 
   • Read the case.  Reflect on the case.
   • Conduct individual research and define the problem.
   • Time management
     • Start now. Don't wait till the last minute. Organize a schedule of group goals and activities.
2. Prepare with your group.
• Meet in small study groups to discuss the case.
• Warning - Coordination of the group work. You have now been warned.
• Leadership, responsibilities, communication
  • setting up the meetings, dividing the tasks, coordinating the work, calling/e-mailing
• Time management
  • Start now. Don't wait till the last minute. Organize a schedule of group goals and activities.
• Progress Reports - Keep track of your group's progress.  You may be required to submit regular progress reports.
3. Consider all of the essential components of The Case Study Method for Business (see above).
4. Written report - see paper.htm
5. Oral presentation (in-class) and questions and discussion.
   • Prepare any handouts or audio-visual materials.
     • Summaries, Analyses, Graphics, etc.
     • Your PowerPoint presentation will not include much detail.  Each slide must be attractive, clear, simple, easy to read and understand, and allow the speakers/presenters to  keep the attention of the audience.  The facts and the details will be presented by the speakers, not on the PPT slides.
       • PowerPoint Presentations (PPT) ...
   • Prepare to answer any questions your professor or your peers may ask about the business or about your analysis or about your recommendations.
   • Prepare to defend your assumptions and decisions. 
   • Prepare both sides of the important issues.
   • Prepare your presentation format
   • Preparation, presence (attendance), promptness, participation
6. Other Suggestions
   • 10 ways to present yourself more professionally | TechRepublic
     • 10 ways to present yourself more professionally | TechRepublic (pdf)
   • Case Study Analysis - Preparation = (Short Cycle Process + Long Cycle Process)
     1. Review the reading assignments (if any)
     2. Use the Short Cycle Process to familiarize yourself with the case.
     3. Use the Long Cycle Process to analyze the case
     4. Usually there will be group meetings to discuss your ideas.
     5. Write up the case (if required)

Presentation = In-class oral presentation by the group

• Timing for your presentation.
• Warning! - If you are absent for your group's presentation or if your group doesn't do the presentation, you will fail the entire Project (= all components of the Project = proposal + draught + paper + PowerPoint + presentation = 0%).
• Date of presentation? - see the Lecture Notes
  • If you have a preference for your presentation date, make your request as early as possible.
  • You will submit the final version (DOC, PPT, PDF) before you do your presentation.
• Content - See Components of the Case Method
  • The Case Method must be used for this Project. 
  • Written report
  • The Presentation will be a summary of your Case Study, and will be based on your written report.
• Participation
  • See Preparation.
  • Participation is required = Attendance is required
  • Attendance:  Each and every team member must particpate in the class presention.  Group.
    • Attendance is required.  All students MUST attend ALL presentations.
  • Warning - Coordination of the group work. You have now been warned.
  • Attendance is required.  All students MUST attend ALL presentations.
• Presentation
• You will have about 10 minutes for the entire presentation. 
  • Online Minute Timer
• Preparation for the Presentations ...
• Warning! - If you are absent for your group's presentation or if your group doesn't do the presentation, you will fail the entire Project (= all components of the Project = proposal + draught + paper + PowerPoint + presentation = 0%).
• PowerPoint slides.  Please study the PowerPoint page.
• Each presentation will be immediately followed by a discussion of the case and the presentation. The group will initiate and lead the discussion period.
  • Concepts in the case - concepts in that chapter, marketing concepts, SWOT, analysis of alternatives, decision process, reasonable conclusions, interesting question/discussion period
  • The emphasis must be on the topic for the course (for example, in a Marketing course, the topic MUST be a Marketing topic).
  • Presentation - evident preparation, group coordination, group members' involvement, easy to hear at the back of the room, duration (too long/short)
• Suggestions
  • proper business attire (= suit) (You want to look professional.)
    • A Woman's Guide to Business-Casual Dress - dummies
    • business attire - YouTube
  • projector (if not permanently installed in the classroom)
  • pointer
  • clear writing on the chalkboard, organized
  • speaker must keep the attention of the class
  • Do not read the content of the PPT to the class.   Please study the PowerPoint page.
  • props
• Timing   
  • Online Minute Timer
  • Usual formula for a 30 minute presentation
    • Summary
      • 01 min - general, brief description of the case, handouts
      • 04 min - discussion of the case
      • 10 min - history of the case (timeline)
    • 05 - Analysis
    • 05 - Alternatives and Conclusion
    • 05 - Discussion period
  • For my classes - 8-10 minutes

  • Timing your Case Presentation

    Time Limit	30	12	10	8
    Preparation & Setup	2	2	2	2
    Summary & Background	12	3	2	2
    Analysis	5	2	2	1
    Alternatives & Conclusion	5	2	2	1
    Q&A + Discussion Period	5	2	1	1
    Sit down	1	1	1	1

• Other formats (very rare in Business)
  • Debate format
    • Two teams argue the case.  (pro vs. con)
    • Five minutes per side, followed by five minutes for rebuttal, followed by three minutes for summary. 
    • It usually ends with interaction from the audience.
  • Public hearing format
  • Trial format
  • Team learning format
  • Scientific research team format