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Primer Taller EOI 23 de Septiembre de 2013

Case study methodology

PROFESSOR Antonio Fontanini

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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”

!! 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

!! Case Method

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http://www.thecasecentre.org/educators/casemethod/introduction/whatis

!!ECCH Case Method

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http://www.thecasecentre.org/educators/casemethod/resources/videocasemethod

!! 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  Tells stories of business episodes o  Closer to reality than “powerpoint” theory o  Includes decision makings (one of the most used Harvard cases was written in 1963) o  Easy to remember o  Specific to a company, at a certain time!

draw lessons = abstracting from cases.

!! 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.

!! 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

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http://hbr.org/case-studies

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http://hbsp.harvard.edu/

!! Stanford

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https://gsbapps.stanford.edu/cases/

!! IVEY

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https://www.iveycases.com/

!! IESE

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http://www.iesep.com/es/casos-practicos-11893.html

!! IE

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http://openmultimedia.ie.edu/fichas/_novedad.html

!! ECCH

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http://www.thecasecentre.org/educators/

!! EOI

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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.

!! 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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