giving a case presentation. three dimensions of a case conceptual dimension –what concepts,...
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Giving a Case PresentationGiving a Case Presentation
Three Dimensions of a CaseThree Dimensions of a Case
Conceptual Dimension– What concepts, theories, or techniques might be useful
in understanding and/or resolution of the case?
Analytical Dimension– What is the student’s task with respect to the key
decision or issue of the case?
Presentation Dimension– Does he case present all important information or what
information is still missing?
Example: Analytical DimensionExample: Analytical Dimension
1) “Susan Lee, the marketing manager of Antecesor.com, was seeking additional funds for a promotional campaign and after considering whether to reallocate money from other brand budgets or whether to cut market research funds, decided that cutting into the research funds was the best decision.”
• Was the decision appropriate?
• Was the process followed correct?
• Where further alternatives considered?
• What might be future consequences of the decision?
• Implementation plan
2) “Susan Lee, the marketing manager of Antecesor.com, was seeking additional funds for a promotional campaign and wanted to determine whether to reallocate or to cut would be the best way to secure enough for the campaign.”
• Analyze the situation.
• Generate additional alternatives.
• Evaluate all alternatives against specific criteria.
• Make a decision
• Develop action and implementation plan.
Example: Analytical DimensionExample: Analytical Dimension
Individual PreparationIndividual Preparation
•IMPORTANT: You are NOT Susan’s consultant! You ARE Susan Lee! Put yourself into her shoes.
• Not “If I were a consultant to Susan, what would I recommend? is the question.
• “What would I do if I was in her position?”
• “We decided to go with alternative X because we believe we will increase marketshare in the high-margin segment…”
How to get into a case quickly:Answer for yourself the following 5 questions:
•Who is the decision maker in the case that I will be identifying with, and what position, responsibilities, and title do I hold?
•What appears to be my challenge and its significance of the organization?
•Why has my issue arisen and why am I involved now?
•When do I have to decide, resolve, act or dispose of this issue? Is the any urgency?
•How do I assess this case on the case difficulty dimensions?
The Full Case Analysis ProcessThe Full Case Analysis Process
1)Read the case2) Apply case solving process according to
dimensionsDefine the issueAnalyze the case dataGenerate alternativesSelect decision criteriaAnalyze and evaluate alternativesSelect preferred alternativeAction plan and implementation
Helping Tools 1:
Case Issue Importance and Urgency Matrix
Importance
Urgency
Low High
Low I II
High III IV
Helping Tools 2: List of Common Decision Criteria
Quantitative Qualitative
Profit Competitive advantage
Cost Customer satisfaction
Return on investment Employee morale
Market share Corporate image
Capacity Ease of implementation
Delivery time Synergy
Risk Ethics
Cash flow Flexibility
Inventory turnover Safety
Productivity Visual appearance
Staff turnover Obsolesce
Quality Cultural sensitivity
Growth rate Motivation
Quantity Goodwill
Helping Tools 3: SWOT Analysis
StrengthWeaknessesOpportunitiesThreats
Helping Tools 4: Alternative Analysis Matrix
Decision Criteria
Alternatives Cost Time Ease of Implementation Customer Satisfaction
1.
2.
3.
4.
Helping Tools 5: Decision Tree Diagram
Alternative A
Alternative B
Best possible outcome
Most likely outcome
Worst possible outcome
Best possible outcome
Most likely outcome
Worst possible outcome
Helping Tools 6: Qualitative and Quantitative Alternative Assessment
Quantitative+ N -
Qualitative+ N - + N - + N -
DecisionGo go ? ? No no ? No no
Case Presentation and ReportCase Presentation and Report
Organize your presentation– Have a good opening to get attention and arouse
interest.– Have a clear ‘solution’ or ‘conclusion’
Evaluation Criteria of Case Evaluation Criteria of Case ReportReport
Clear identification of the issue(s). Soundness and accuracy of analysis. Legitimacy, range, and evaluation of alternative. Appropriateness and specificity of recommendations. Appropriateness of action and implementation plans. Consistency of logic. Appropriate use of theory and concepts in your analysis. Quality of written presentation.
Case Report Check ListCase Report Check List
Title page Issue statement Data analysis/SWOT (put in appendix) Alternative generation and analysis Recommendations Action and implementation plan Exhibits