seminar c4

7/29/2019 Seminar C4

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Business School

Life Impact | The University of Adelaide

Seminar 3

Dr Michael Proksch

Developing Global Markets (M)


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The University of Adelaide | Business School | Dr. Michael Proksch

Seminar 3 Case Study Analysis

Case Study: Case 2-6 Counterfeit branding

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Seminar 3

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Case Study Analysis


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Learning by Case Method

most relevant and practical way to learn managerialskills

discussion ofreal-life situations that business executiveshave faced

present you with information available to executivesinvolved

put yourself in the shoes of the managers - analyze thesituation and finally decide what you would do


Case Study Analysis

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Hammond; 2002/ Harvard Business School


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How cases help you learn

cases sharpen your analyticalskills

because you must producequantitative and qualitativeevidence to support yourrecommendations

in discussions you have todefend your arguments andanalysis


Case Study Analysis

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Hammond; 2002/ Harvard Business School / http://www2.cdn.sherdog.com/_images/pictures/


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studies cross a range of organizations and situations

provide you with an exposure far greater than you likelyexperience in day-to-day routine

also permit to build knowledge

to hone problem-solving - to quickly recognize problems you faceas a manager (not unique to an organization or industry)

> development of a more professional sense of management

case studies help managers learn how to determine what thereal problem is and to ask the right questions


Case Study Analysis

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in case studies the proposing solutions is as important as thecontent of the case itself

you must ask yourself: What really are the problems which thismanager has to resolve?


Case Study Analysis

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Understanding

Analyzing a case:

identify and understand

important aspects of asituation

what they mean in relationto the overall situation

each business discipline has

its own theories, frameworks,tools, processes andpractices

all of them will helpunderstand the specific

type of situation


Case Study Analysis

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Ellet; 2007/ Harvard Business School / http://notesdesk.com/wp-content/uploads/2009/04/porters-five-forces-model.jpg

Michael Porters 5 Forces

No one would expectPorters framework to guidea product launch decision


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Thinking, not reading as key

students normally think reading is the key

and reread it as many times as necessary

for case analysis - spend more time thinking about acase than reading it

Ask questions (you get) before reading it many times:maybe you find partial or full answers

think about how they relate to each otherto get a fullpicture


Case Study Analysis

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Ellet; 2007/ Harvard Business School


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How to prepare a case

work individually to carefully read and to think about a case

Big Steps:

(1) Read the first heuristically just to get the context

(2a) Read the questions or problem definition you are facedwith (if provided).

(2b) Read the case very carefully, underlining key facts andwriting marginal notes as you go.

(2c) If not problem not provided, ask yourself What are thebasic problems these managers have to resolve? Try to putyourself in the position of the manager.


Case Study Analysis

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How to prepare a case

Big Steps:

(3) Sort out the relevant considerations for each problem area

(4) Do appropriate qualitative and quantitative analysis based ontheories, frameworks, tools, processes and practices

(5) Develop a hypothesis and proof it, supported by youranalysis of the case data and if necessary, external data


Case Study Analysis

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Thinking Process in an Open Case (Finding a Problem)

(1) Situation

(2) Questions

(3) Hypothesis

(4) Proof and Action

(5) Alternatives

The process is meant to be flexible and adaptable


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(1) Situation

The most difficult part seems to be the beginning

have to bridge a gap between no knowledge and knowledgeimportant to form a hypothesis

gap can be really wide

Process is understanding the big picture -> filling with details

A good question to start could be: What is the situation?

Problems are harder to recognize (without any actionablestatement made by or about the protagonist)


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(2) Questions

knowing the situation allows you to ask questions pertinent toa problem, decision, or an evaluation -> What do I need toknow about the situation?

Problem:

Who or what is the subject of the problem (e.g., a

manager, a company, a country)?

What is the problem (are you trying to account for a failure,a success, or something more ambiguous)?

Whats the significance of the problem to the subject and

who is responsible for?


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(2) Questions

Decision:

What are the decision options?

Do any seem especially strong or weak?

Whats a stake in the decision?

What are the possible criteria?

What might the most important criteria be for this kind ofdecision?


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(2) Questions

Evaluation:

Who or what is being evaluated?

Whos responsible for the evaluation?

Whats a stake?

What are the possible criteria?

What might the most important criteria be for this sort ofevaluation?

It is just to locate information that might be used to answer

questions!


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(3) Hypothesis

based on a list of things you want to know about the situationand content information -> Whats my hypothesis?

important phase of work in the case

through close study of high value sections and exhibits ->narrowing possibilities until you have one that seems most

plausible to you

of more than one -> test them, starting with one until youhave the most promising

TAKE NOTES - helps organize and remember information

(not just highlighting)


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you want to prove something (not looking for something toprove) / Question: What evidence do I have that support myhypothesis? What additional evidence do I need?

Use theories, frameworks, tools, processes and practices

a) look at information you have compiled/identified

b) what is the strongest evidence?

c) can you add more to it? (when evidence is missing -where will you find more?)

THINK ABOUT FACTORS YOU MAY HAVE OVERLOOKED!


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additionally, give some thought to actionable content of yourposition

how to implement the decision youre recommending?

what actions does your decision call for?

think in real world terms/not ideal world!

order the actions


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(5) Alternatives

Analyze your own hypothesis critically: What are weaknesses ofthe hypothesis? -> every position has a weakness

you should be the person who recognizes them (not theprofessor)

Think critically:

Could the problem defined differently? Which influence wouldthis have?

What is the strongest evidence against the decision?

have you been objective in evaluation?


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What if the hypothesis is wrong?

There is no wrong hypothesis; it just fails when you cannotmake credible arguments for (based on the case)

the hypothesis is difficult, not the evidence

based on overlooked important information

not used specialized theories, frameworks, tools,processes and practices

in case you see your hypothesis has critical weaknesses,nothing is wasted - based on your analysis find analternative!


Case Study Analysis

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Seminar 3

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Please read the case study in

INTERNATIONAL MARKETING

Case 2-6: Counterfeit branding(page 626)



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Video: McGrawHill


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Case study:

Discussion question:

1.How can multinationals defend their corruption cases in overseasmarkets?



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Aaker 2010; S. 108


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Case study:

Discussion question:

1.How can multinationals defend their corruption cases in overseasmarkets?

- Situation

- Questions (Problem, Decision, Evaluation)

- Hypothesis- Proof and Action

- Alternatives



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Aaker 2010; S 108

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