INTRODUCTION TO CASE METHOD STUDY

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WHAT IS A CASE ?

A business case imitates or simulates a real situations that put reader in the role of a participant in the situation.

A Case present some: INFORMATIONS (too much or too little) DATA (relevant or irrelevant) And FACTS (clearly written or implicitly ), trough:

WORDS FIGURES TABLES DIAGRAM, ETC

It is normally written from the point of view of decision maker involved

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IS THIS A CASE?

A case has three characteristics: A signifcant business issue or issues, Sufficient information on which to base conclusions, and No stated conclusions.

Many cases have these complicating properties: Information that includes “noise” (irrelevancies, dead ends, and false,

biased, or limited testimony by character in the case). Unstated information that must be inferred from the information that is

stated. A nonlinear structure in which related evidence is scattered throughout

the text in is often disguised or left to inference.

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SKILLS FOR CASE METHOD STUDENTS

A case method students needs two sets of skills:

1. Analyze a case,

2. Communicate their thinking effectively.

As a reader of cases, therefore, you must be able to:

Construct conclusions from the information in the text.

Filter out irrelevant or low-value portions of the text.

Furnish missing information through inferences.

Associate evidence from different parts of the case and integrate it into a conclusion.

Write a report and communicate effectively to other.

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TYPES OF CASES

COMPANY SPECIFIC INDUSTRY/COUNTRY NOTE

DESCRIPTIVE/OBJECTIVE ANALYTIC/SUBJECTIVE

WITHOUT QUESTION WITH QUESTION

ISSUED ORIENTED/ PROBLEM OBVIOUS

WITHOUT OBVIOUS ISSUES (HIDDEN, NON EXISTENT)

MULTIPLE ISSUES SINGLE ISSUE

BASED ON PRIMARY DATA (FIELD SURVEY)

BASED ON SECONDARY DATA

FACTUAL FICTIOUS

REAL DISGUISED

SHORT (1-3 pages) LONG (30-50 pages)

EASY DIFFICULT

NEW OLD/ CLASSIC

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WHERE IS A CASE TAKE PLACE?

DIFFERENT FUNCTIONAL AREAS Marketing Finance Operation, HRM, etc. Multiple functions together

DIFFERENT ORGANIZATION Big, medium or small Profit or non-profit Old or new, etc.

DIFFERENT INDUSTRIES Manufacturing Airline Trading, etc.

DIFFERENT COUNTRY USA Europe Asia, etc.

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DIFFICULT VS EASY CASE

EASY PROBLEM AND SOLUTION GIVEN: do you think the solution fits the problem? Are

there some alternatives? DIRECT APPLICATION OF SINGLE CONCEPT SHORT CASE WITH LITTLE EXTRANEOUS INFORMATION IN A NEAT AND

STRAIGHTFOWARD MANNER MEDIUM

PROBLEM GIVEN: what should they do? COMBINATION OF SEVERAL CONCEPT NORMAL LENGTH CASE WITH AVERAGE AMOUNT OF INFORMATION

DIFFICULT SITUATION AND BACKGOUND: what are the problems and solutions? INTEGRATION OF MULTIPLE CONCEPT ACROSS FUNCTIONAL AREA LONG CASE WITH EXTENSIVE INFORMATION IN UNORGANISED MANNER

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WHAT IS THE CASE METHOD?

The case method refers to use of cases as EDUCATIONAL VEHICLES to give students AN OPPORTUNITY to put themselves in the decision maker’s or problem solver’s shoes.

Through: Repeated personal analysis Discussion with others Definition of problems Identification of alternatives Statement of objectives and decision criteria Choice of action and plan for implementation

Student gains an opportunity to develop analytical and administrative skills in a laboratory setting.

Train to solve business problem through constant drilling in decision making. In medical analogy, The case provides the corpse for the student to pactice on (without any

risks).

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OBJECTIVES OF THE CASE METHOD

PRESENT DECRIPTION OF ACTUAL BUSINESS SITUATIONS

INTRODUCE REALISM TO EDUCATION

TO TEACH THE INFINITE GOALS, FACTS, CONDITIONS, PROBLEMS,

PERSONALITIES, AND CONFLICT IN BUSINESS

TEACH DECISION MAKING

THINK INDEPENDENTLY, WORK COOPERATIVELY

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PRINCIPLES IN CASE METHOD

LEARNING RESPONSIBILITY PARTICIPANT

MULTIWAY COMMUNICATIONS

LECTURER AS CONDUCTOR/FACILITATOR

PARTICIPANT IS ORCHESTRA/ACTIVE CONTRIBUTOR

SOLUTION MAY NOT BE AGREED BY ALL

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CHARACTERISTICS OF CASE BASED LEARNING

PROCESS IS MOST IMPORTANT

PROBLEMS ARE COMPLEX

INFINITE FACTS, CRUDE DATA

POLISHING STUDENT’S ANALITICAL ABILITY, JUDGEMENT, AND DECISION MAKING

LEARNER CENTERED

THERE IS ALWAYS A SOLUTION, BUT THERE IS NEVER A MOST CORRECT ONE

EXCITING, FRUSTATING, ENJOYABLE, YOU ONLY GET AS MUCH AS YOU GIVE

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PROS AND CONS OF THE CASE METHOD (VIS-A-VIS THE LECTURE METHOD)

PROS: Has a real life like stiry with concrete and specific problems Is managerial oriented (not theoritical) Shows administrative processes (not result only) Put the student in the shoes of an inside manager (not outside on-looker) Lets the student interrelate several facts to reach a comprehensive judgement and

conclusion Draw active student participation (not passive role)

CONS: Is a slow learning process Leaved many students frustated (they feel that they learned nothing) Oversimplifies the real business situation Cannot provide real life experiences

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WHICH SCHOOL USE THE CASE METHOD?

Not at all: CHICAGO, MIT, CARNEGIE-MELON, TOKYO UNIVERSITY,

BERKELEY, SEOUL NATIONAL UNIVERSITY

Half the time: STANFORD, MICHIGAN, LONDON SCHOOL OF BUSINESS,

KEIO BUSINESS SCHOOL, WHARTON, YALE, INSEAD, IMD, AIM, IPMI

Very extensively: HARVARD, DAARDEN

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GROUND RULES

ACTIVE PARTICIPATION CRITICAL

NO STUPID QUESTIONS, ONLY STUPID ANSWERS

DON’T HESITATE TO SHARE YOUR EXPERIENCES

LISTEN, HAVE AN OPEN MIND NO MATER WHAT IDEA GIVEN

THINK POSITIVELY

MAKE YOUR MISTAKES NOW! IN THE CLASSROOM

THINK & CONNECT

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CAN GROUPS

DISCCUSSION GROUPS. The word “CAN” means bathroom in American slank. At HARVARD, students bedrooms in dormitory are connected by bathrooms (CANS) where much discussion took place – therefore, discussion groups are called “CAN GROUP”.

From CAN GROUPS, student learn: DO NOT JUMP TO CONCLUSIONS - OTHER PEOPLE WILL HAVE OTHER

IDEAS THAT SHOULD BE CONSIDERED TOO USE OTHERS AS RESOURCES - A MANAGER HAS TO BE GOOD AT THIS TEAMWORK HOW TO CONVINCE OTHERS TACTFULLY

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PREPARATION FOR CASE DISCUSSION

INDIVIDUAL: ANALYZE THE CASE INDIVIDUALLY

IN GROUP DISCUSSION: DISCUSS THE CASE IN SMALL GROUP (CAN

GROUPS)

IN CLASS DISCUSSION: INSTRUCTOR AS FACILITATOR; STUDENT AS

ACTIVE MANAGER OR CONSULTANTS

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ANALYZING A CASE

SCAN READING (SITUATION & CHARACTER)

READING TWICE, TRICE, (UNDERSTANDING DEEPER)

WRITE CASE FACTS AND OPINIONS

IDENTIFY THE PROBLEMS

IDENTIFY CORE PROBLEM

DEVELOP ALTERNATIVE SOLUTION

ANALYZE ALTERNATIVES

RECOMMEND THE BEST

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CASE ANALYSIS FOR ORAL PRESENTATION

SALIENT CASE FACTS, state the key case facts

ANALYSIS, use diagrams when necessary

PROBLEMS, identify several problems

CORE PROBLEM, decide the core problem after analyzing the problems

ALTERNATIVE SOLUTIONS, identify several alternatives to resolve the core

problem

RECOMMENDATION, recommend the best with reason

But, Don’t solve the case problem by creating new more difficult problems

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ORAL PRESENTATION

BE THOROUGHLY PREPARED, to increase confidence, and defeat

nervousness

SPEAK FROM THE KEY NOTES, explain as clearly as possible

SPEAK TO ENTIRE GROUP, maintain eye contact to the entire audience

CONTROL VOICE RATE AND QUALITY

BE AWARE OF TIME CONSTRAINT

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CASE DISCUSSION (DO)

PUSH YOUR IDEAS

KEEP AN OPEN MIND

RELATE OUTSIDE EXPERIENCE

BE PROVOCATIVE

LEARN FROM OTHER STUDENTS

RECOGNIZE THE FLOW OF DISCUSSION

BE CONSTRUCTIVE

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CASE DISCUSSION (DONT)

MAKE SUDDEN TOPIC CHANGE

REPEAT YOURSELF

REPEAT OTHERS

USE UNFAIR HINDSIGHT

OVERPLAY ONE THEME

MENGANALISIS KASUS SECARA LISAN

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Persiapan Sediakan waktu yang cukup untuk membaca (1-2 jam per kasus di

rumah). Baca setiap kasus, minimum 2 kali: yang pertama, untuk overview

(mengetahui topik & bahasan kasus secara umum) yang kedua, memahami secara mendalam tentang hal-hal yang dianggap penting.

Temukan masalah-masalah dan permasalahan intinya. Buat analisis yang terstruktur, dengan cara : (a) membuat

interpretasi dari setiap case fact yang dianggap penting; (b) mencari keterkaitan antara satu hal dengan hal lainnya.

Identifikasi alternatif solusi dan kriteria-kriteria pemilihannya.

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Diskusi di Can Group Jangan datang ke can group dalam keadaan blank (diskusi tidak

akan efektif). Klarifikasikan dengan anggota group lainnya mengenai identifikasi

masalah, pertajam pemahaman anda mengenai identifikasi masalahnya.

Klarifikasikan hasil analisis anda, uji perspektif analisis yang anda gunakan dengan mengundang kritik dan komentar dari anggota group lainnya.

Diskusikan rekomendasi dari group. Group tidak harus sepakat dalam identifikasi masalah, analisis, dan

rekomendasi, tetapi anda harus mampu melihat esensi-esensi dalam perbedaannya.

Siapkan catatan ringkas mengenai hasil diskusi can group.

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Mekanisme Berkontribusi pada Class Discussion

Angkat tangan sebelum bicara.

Jangan bicara sebelum dosen/fasilitator menunjuk anda.

Sebelum mengemukakan pendapat, nyatakan dahulu tujuan dari anda berbicara: apakah akan menjelaskan case fact, mendukung pernyataan seseorang, atau menentang pernyataan seseorang, atau yang lainnya.

Kemukakan apa yang menjadi point pendapat anda dengan logis, tegas, dan jelas. Jangan bertele-tele (ngelantur).

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EFFECTIVE ARGUMENT (1)

Inductive argument: begins with a series of meaningful facts and concludes with a useful generalization. (Rule of thumb: when you have enough evidence to build inductive evidence then do so).

Deductive argument: begin with a generalization and work to a specific fact that is useful. (The power of deductive argument rests in the fact that if you are able to present a major premise that your audience will accept as true).

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EFFECTIVE ARGUMENT (2)

To reach a conclusion, writers or speaker frequently use a combination of inductive and deductive argument.

The best structure is: 1. Present your position and arguments first;2. Follow with the negative evidence or evaluation of

competing proposals; and3. Conclude with arguments that demonstrate the

superiority of your position.

WRITTEN ANALYSIS OF CASE (W.A.C)

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Objective

TO PRESENT YOUR READER WITH THE RESULTS

OF YOUR THINKING IN A FORM WHICH IS EASY

TO FOLLOW AND REFLECTS THE QUALITY OF

YOUR EFFORT

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Major Steps

1. Reading the case

2. Write analitical summary of the case

3. Write problems and analysis of core problem

4. Write and analyse alternative solutions

5. Write recommendations

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Written Structure/Outline

Current Situation (Salient Case Facts)

Problem/Issues

Analysis of Critical Factor

Alternative Solution

Recommendation

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Current Situation (External)

Macro environment Market condition Value chain Competition Consumer characteristics

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Current Situation (Internal)

Company vision, mission, strategy, & current business line and products

Company resources

Company system & strategy

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Problem & Issues

Identifikasi (lebih dari satu)

Temukan yang paling central (core problem: hanya

satu)

Tuliskan dalam kalimat tanya

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Analysis of Critical Factors

Temukan framework teorinya

Gambarkan logik berpikir dari pemecahan

masalahnya

Bahas setiap butirnya

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Alternative Solutions

Temukan dengan mengacu pada hasil analisis dan

teori.

Alternatif solusi harus menjawab core problem.

Identifikasi sebanyak-banyaknya namun tetap logis

(pengalaman dan dasar teori akan sangat membantu).

Analisis setiap solusi dengan mengungkapkan semua

advantages dan disadvantages.

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Recommendation

Tetapkan secara rasional (termasuk ada penjelasan teorinya),

Menggunakan cara berfikir secara sistemik

(system thinking approach),

Mempertimbangkan kaitan ke belakang dan ke depannya (implications).