Taller 1 case study methodology

Case study methodology
Primer Taller EOI
23 de Septiembre de 2013
PROFESSOR
Antonio Fontanini
www.eoi.es
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!! Agenda
"  History
of the case study methodology
"  Description of the methodology
"  Benefits of case studies
"  Case sudies sources
"  Caso Real
“Desarrollo de productos en Ideo”
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!! John Dewey (1933)
“Only by wrestling with the conditions of
the problem at hand, seeking and finding
his own way out, does he think!.[I]f he
cannot devise his own solution!and find
his own way out, he will not learn, not
even if he can recite some correct answer
with one-hundred percent accuracy.”
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!!
History of management science
"  Until
1900: no business in education
"  Late 19th century: management science in
the US (based on “positivism”)
science logics
abstract theorising
example: Taylorism
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!!
History of management science
"  Critics
of abstract theorising:
Human beings are complex and free
creativity VS logics
uncertainty is everywhere
"  Late
19th century: German historical
school
No permanent economic laws
Historical perspective
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!!
History of management science
" 
Early 20th century: Harvard (Law) School
Case study methodology
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!! Case Method
http://www.thecasecentre.org/educators/casemethod/introduction/whatis
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!!
ECCH Case Method
http://www.thecasecentre.org/educators/casemethod/resources/videocasemethod
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!! Harvard Experience
"  Case
study as a methodological tool
(Harvard)
http://www.youtube.com/watch?
v=wudRjl1TQoI
"  Inside the case study Part 1 (Harvard)
http://www.youtube.com/watch?
v=Y4j25Pj4JyQ
"  Inside the case study Pat 2 (Harvard)
http://www.youtube.com/watch?
v=JJ7aVrtTbg0
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!! Harvard Experience
"  Case
method in action (Harvard)
http://www.youtube.com/watch?
v=Ogd52BWg6wQ
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!! Stanford Experience
"  Teaching
by the case method
(Stanford)
http://www.youtube.com/watch?
v=YYvN9rpwkfU
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!! Original Purpose
"  Make
study legitimate, as in other
professional schools
"  Lack of materials
"  Encourage student involvement
"  Greater analysis
"  Develop professional expertise
"  Real experience and best practices.
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!! Present Purposes
"  Rapid
changes in organizations,
technology
"  Professionals change careers
"  No point in teaching skills, content
"  Teach critical thinking
"  How to think on feet
"  Expose students to complexity and
uncertainty.
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!! Good case studies
"  Timely
"  Relevant
"  Combine
narrative and quantitative data
"  Realistic
"  Promote
active learning
"  Constructivist theory
"  Can be simple or 40-50 pages
"  Require consideration from multiple
perspectives.
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!! Good case studies
o 
o 
o 
o 
o 
Tells stories of business episodes
Closer to reality than “powerpoint” theory
Includes decision makings
(one of the most used Harvard cases was
written in 1963)
Easy to remember
Specific to a company, at a certain time!
draw lessons = abstracting from cases.
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!! Students preferences
"  Studies
show students dislike ambiguity
"  Want certain answers, tangible results,
closure
"  Don’t like being left up in the air
"  Students like simple, easy cases
"  Want all the information they need to
solve problems
"  Not accustomed to being asked their
opinions.
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!! Instructor responsibilities
"  Be
flexible, reflective facilitators of
knowledge
"  Socratic questioning
"  Create safe environment for students to
risk behaviors and express opinions
"  Keep discussions on track
"  Create community of life-long learning.
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!! How does it work?
"  A
case study allows you to:
#  Discover
theories (inductive)
#  Illustrate theories
#  Challenge theories
"  Student
centered learning
Teacher centered learning
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!! Competences developped?
"  Analysis
"  Synthesis
"  Decision
making
« This is the context: what would you do?
and why? »
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!! Various types of cases
The whole story covering many years
Electronic Arts, Charles Schwab, !
"  Large or short cases
"  Simulators
"  Consecutive stories (Part A, Part B, !)
(ATH)
"  With or without questions in the case text
"  Your own case or somebody else case
(better with a teaching note).
" 
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!! How to prepare a case study?
The class has to read the case previuosly
"  Discussion with or without previous group
preparation in class or days before, asking
for written answers
"  Different angles and case “readings”
"  Covering one session of 90 minutes
"  What happened is just curiosity
No right or wrong answer as long as
answers are supported.
" 
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!! Sources of case studies
"  Video
presentations
"  Guest speakers
"  Newspaper or journal articles
"  Role plays
"  Movies
"  Books
"  DYI
"  Professional case studies.
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!! HBS
http://hbr.org/case-studies
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http://hbsp.harvard.edu/
!!
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!! Stanford
https://gsbapps.stanford.edu/cases/
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!! IVEY
https://www.iveycases.com/
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!! IESE
http://www.iesep.com/es/casos-practicos-11893.html
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!! IE
http://openmultimedia.ie.edu/fichas/_novedad.html
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!! ECCH
http://www.thecasecentre.org/educators/
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!! EOI
http://www.eoi.es/savia/
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!! Un ejemplo: El caso Ideo
" 
Caso de Marketing, Estrategia, Innovación, !
" 
Teaching plan: 6 partes, 90 minutos
1. Lectura previa antes de la clase (1,5 Horas)
2. Introducción del caso (20 minutos)
3. Primera discusión en clase (20 minutos)
4. Se enseña un video de 22 minutos: la clase
tiene deberes durante la proyección;
5. Discusión final (20 minutos)
6. Conclusiones (8 minutos).
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!! El caso Ideo: preguntas
1. Debería IDEO aceptar el proyecto Visor tal
cual como se lo pide su cliente, que requiere un
cambio importante en su metodología? Debería
pedir más tiempo a Handspring? O sencillamente
rechazar el proyecto?
(Sin o después de ver el video sobre shopping
chart)
"  2. ¿Cómo describiría en IDEO:
los procesos
la organización
la cultura
la gestión.
" 
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!! The Ideo Case
file://localhost/Users/antonio/Documents/
VaiO1/Trabajo/Trabajo/MASTER/CASOS
PRACTICOS/CASO IDEO/
PRESENTATION IDEO CASE.pptx
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!! John Stuart Mill
“The only way in which a human being
can make some approach to knowing the
whole of a subject is by hearing what can
be said about it by persons of every
variety of opinion and studying all modes
in which it can be looked at by every
character of mind. No wise man ever
acquired his wisdom in any mode but
this.”
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!! GRACIAS
GRACIAS,
GRACIAS,
GRACIAS, ..

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