manizales case writing workshop 3 2014 final clean

Approaches to Writing

and Teaching an

Entrepreneurship Case

Prof. Candida Brush

Franklin W. Olin Chair- Entrepreneurship

Chair – Entrepreneurship

Babson College

Manizales, Colombia March 14, 2014

Babson Executive Education

Agenda

A. What is a Case?

B. Writing a Case

C. Case about a Case

E. Final Thoughts about Case-Writing


What Is A Case?

What a case IS…

A case is a story of a real

life situation

A metaphor for larger,

more general business

problem

Allows students a chance

to grapple with a real

world decision

What a case is NOT

• Not a piece of research

• Should not be written with

an agenda (i.e. let’s see

what we can find out

about how company X

develops its software)

• More than a “description”

of a situation or company


Cases?

• Democratic versus patriarchal as in lecture method

• Entrepreneurship is not an exact science

• There is often no single right answer to a business

problem

• Experiential for the students

– Student learn more effectively when actively involved in

the learning process.

– Cases help to sharpen analytical skills, must use

quantitative and qualitative evidence to support your

recommendations.

• Art and skill for the professor

• Allows for the integration of multiple disciplines


Using Cases

• How do you use cases?

• What are challenges you have

in using cases?


What is a GOOD Case?

A good story

Engaging characters, dialogue

Relevant to the student lives

Involve decisions that must be made by

the characters and students.

Require some analysis Babson Executive Education

Why a Case?

• Replace dated materials

• New entrepreneurial skills, knowledge

• New business sector, industry

– e-commerce, global start-up, social new venture)

• Address current economic/trade, regulatory,

social, technology, environmental issues

• Increase diversity of protagonists

– family, female, immigrant

• New forms organizations

– angel groups, strategic alliances


Case Formats

Delivery Paper/Electronic

Wiki

Video

Slide

Structure Platform

Note

Series

Comparison

Mini Babson Executive Education

Types of Entrepreneurship

Cases

2 DECISION-MAKING CASE

1 OPPORTUNITY-CREATING CASE

3 IMPLEMENTATION/SCRIPTING CASE


1. The Opportunity-

Creating Case

This form of case is heavily influenced by the work of Dr. Saras Sarasvathy and her entrepreneurship

theory of Effectuation. For a comprehensive description see: Sarasvathy, S. D. (2008). Effectuation:

Elements of Entrepreneurial Expertise. Northampton, MA: Elgar.

Who am I?

What do I know?

Whom do I know?

What do

I do?

What do I

do

NEXT?


2. The Decision

Making Case

Opportunity Resources

Team

Creativity Leadership

Communication

Business Plan

Fits and gaps

Founder

The Timmons Model

J. Timmons & S. Spinelli (2009) New Venture Creation

- Opportunity is present

- Goal directed behavior

- Options driven

- Business plan driven

- Critical decision point

- Need to avoid failure

- Go or no go?


2. Decision-Making Versus

Opportunity-Creating

Large amounts of information analyzed to narrow down

options, evaluate, and make

decisions.

Every input

(actions,

information,

resources) expands the possible

opportunities

available.

Decision-Making

Cases

Opportunity-Creating

Cases

Manag

eria

l Analy

sis

Entre

pre

neuria

l Thin

kin

g

Source: Heidi Neck, 2009 Babson Executive Education

3. The Implementation/

Scripting Case

This case model is based upon the case format and approach developed

by Mary C. Gentile Ph.D, for the Giving Voice to Values curriculum

(www.aspenCBE.org).

Protagonist has already decided what to do

He/she needs to get it done…

• Create scripts

• Build action plan

What is the protagonist position?

What’s at stake for all involved?

What are the objections (reasons

& rationalizations)?

…what is the most persuasive response?

What additional information is needed?

What are the next steps?


Three Case

Study Approaches

Case Study Approaches 1.Opportunity-

Creating

2.Implementation/

Scripting

3.Decision Making

Focal Questions Who is entrepreneur?

What does the

entrepreneur know?

Whom does the

entrepreneur know?

What does the entrepreneur

say? How can the

entrepreneur get it done?

What information is needed?

What’s the problem or

opportunity? What are the

options? What’s the best

decision?

Approach Effectuation Persuasion Causation

Teaching

Objective

Engage students in the

process of creating


process of scripting and

action planning


process of managerial

decision making?

Best for… Discussing the emergent

side of entrepreneurship

Working through challenging

situations at startup and

beyond

Using or demonstrating

analytical tools for analysis

Length Short/Medium/Long Short Long Babson Executive Education

ICO Inc. Tour

July 18, 2012

http://www.youtube.com/watch?v=m32onPAzlI4


http://www.youtube.com/watch?v=m32onPAzlI4

Parasite-resistant

parents spawn eggs &

sperm

Oysters are sequentially

hermaphroditic

(switch genders)

External fertilization

observed under the

microscope

Brood Stock – Fertilization


4 larval tanks each hold

1 million oysters

Filters of different micron

sizes help determine

density and growth

Shore Gregory, VP of

Business Development,

explains the hatchery

and oyster life stage

process Babson Executive Education

The Maritime School leases dock space to ICO for the larger upwellers. Density checks and cleaning takes place every day.

Lower right photo = oyster waste Babson Executive Education

Town of Duxbury leases 65 of 10,000 acres to oyster farmers

Land otherwise considered barren

Oysters moved to floating nursery


First Steps to Create Interview

Protocol

What information do

the students need?

What are my teaching

objectives?


A Case about Writing a Case

– Reflect on the video.

– Read the handouts

– Discuss in teams:

• What might be issues for a case about Island Creek Oysters?

• What type of case might this be?

• What might be a learning objective/framework for a case?

• List 4-6 questions you would ask in the initial interview with the founder.


Interview

Plan

Chronological

Talking Points

Island Creek Oysters

Plan for the Session:

Introduction to us- our background

Babson College information packets

Purpose and Process

Why a case, how it is used what students gain

from it

Process of case-writing- number of interviews (3

approx), timetable (by Aug), draft case, releases

Structure of the Interview Session #1

Background

parents, education, experience, departure point,

motivation to launch, early growth, first employees,

resources

Products/services, customers, brand

Business model, operations, culture

Key decision points

doubts, challenges, what went wrong

Growth and future plans

Plan for next Interview, timetable going forward


Typical Case Outline

Opening Drama

Entrepreneur(s)

The Idea

Opportunity recognition

Convergence of Factors

Primary Challenges

Team

Funding

IP & Technology

Scaling

Competitive environment

Summary Drama

Questions

Exhibits/Appendices

Issues embedded

in a chronological,

journalistic

storyline


Skip Bennett Case Structure

•Setup

• Introduce Case Protagonist

Opening

•Early foundations

•Education

•Early stakeholder connections

•Licensing opportunities

Entrepreneur Biography

• Initial resources

•Costs and finances

•Learning by doing

•Surprises

•More stakeholder connections

Action & Opportunity Biography

What Should Skip do Next?

?

Bird-in-Hand Principle

Crazy Quilt Principle

Crazy Quilt Principle

Affordable Loss Principle

Lemonade Principle


Island Creek Oysters (B) Case

Structure

• Dilemma –oysters are dying

• Introduce Case

• Leadership Team

Opening

•Early foundations

•Market success and strategy

•The industry

•Business model

•Social Responsibility

Company Background

•Economic consequences of the situation

•Costs and finances

•Possible choices

Dilemma and Options

What Should ICO do Next?

?

Business model analysis Options for changing business model

Risks/costs to strategy


• Synopsis of case

• Goals and objectives of case – Main issues

– Relevant courses where case applied, placement in course

– Relevant readings: to assign or for background

• Assignment questions

• Pedagogy – A plan for leading the discussion, timing & flow

– Teaching suggestions

– Additional background readings, theory/framework

– Board plan

– Key points to emphasize

The Teaching Note


Process of Case

Writing

• Selection

– Sources, criteria

• Preparation

– Background research, timetable,

objectives, the interview guide

• Engagement

– Liaison, expectations, questions


Final Thoughts

on Case-Writing

• Case opportunity = person/company + need in curriculum

• Create teaching note outline first- concept & framework, identified

• Have two or three key objectives in mind, what theory/principles are relevant

• Be clear about expectations up front

• Listen for surprises—can add interest

• “Show” rather than “tell”

• Quotes are critical

• Tell an interesting story, make it enjoyable to read, help the student experience the situation


END Part I
