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12. N

ovem

ber,

Gra

z

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

WH

UO

ttoB

eish

eim

Sch

oolo

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agem

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WH

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elix

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ann@

whu

.edu

UR

L: w

ww.

whu

.edu

Exce

llenc

e in

M

anag

emen

t Ed

ucat

ion

Age

nda

Age

nda D

evel

opin

g C

ase

Stu

dies

with

Cor

pora

tions

Usi

ng C

ase

Stu

dies

in E

xecu

tive

Dev

elop

men

t Pro

gram

s

Dis

cuss

ion

Slid

e 2

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

Dev

elop

ing

case

stud

ies

with

corp

orat

ions

Dev

elop

ing

case

stud

ies

with

corp

orat

ions

Dev

elop

ing

case

stu

dies

w

ithst

uden

ttea

ms

Dev

elop

ing

case

stu

dies

w

ithco

rpor

ate

team

sw

ithst

uden

ttea

ms

with

corp

orat

ete

ams

Slid

e 3

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

Dev

elop

ing

case

s w

ith s

tude

nt te

ams

as p

art o

f the

ir cu

rric

ulum

–C

itii

Cas

e w

ritin

g se

min

ar

Ove

rvie

w c

ase

writ

ing

sem

inar

Who

writ

es th

e ca

se a

nd te

achi

ng n

ote?

Team

s of

4-5

stu

dent

s, fo

r gra

de a

nd c

redi

t (p

refe

rabl

y M

Sc

or B

Sc

in th

eir l

ast y

ear)

Wha

t is

the

case

abo

ut?

Rec

ent,

real

-life

deci

sion

situ

atio

nof

aco

mpa

nyR

ecen

t,re

allif

ede

cisi

onsi

tuat

ion

ofa

com

pany

Whe

re d

oes

the

team

get

the

info

rmat

ion

from

?

Spo

nsor

at t

he c

ompa

nyTh

e co

mpa

ny n

eeds

to a

gree

with

pub

licat

ion

(“rel

ease

”)

Slid

e 4

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

The

Cas

e W

ritin

g S

emin

ar is

a to

ugh

but r

ewar

ding

exp

erie

nce

ft

dt

for s

tude

nts

Teac

hing

/ le

arni

ng o

bjec

tives

of t

he s

emin

ar

Ana

lytic

al s

kills

Sum

mar

ize

com

plex

situ

atio

nsA

pply

con

cept

s fro

m d

iffer

ent c

lass

es Team

wor

kIn

tens

ely

coop

erat

e w

ith o

ther

st

uden

ts o

ver a

per

iod

of

seve

ral m

onth

s

Expe

rienc

e in

cor

pora

te c

onte

xtIn

tens

ely

coop

erat

e w

ith

corp

orat

e co

ntac

tN

egot

iate

rele

ase

Stud

ent

lear

ning

Wor

k on

one

end

pro

duct

they

ca

n be

pro

ud o

f

Neg

otia

tere

leas

eG

et to

kno

w a

com

pany

(and

po

tent

ial e

mpl

oyer

) in-

dept

h

lear

ning

Aut

hors

hip

Bec

ome

co-a

utho

r of i

nter

natio

nally

pu

blis

hed

case

stud

y

Slid

e 5

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

publ

ishe

dca

sest

udy

For c

orpo

ratio

ns, t

he c

ase

writ

ing

sem

inar

is a

cha

nce

get i

n co

ntac

t ith

it

td

td

tdi

lt

with

inte

rest

ed s

tude

nts

rega

rdin

g em

ploy

men

t

Cor

pora

te o

bjec

tives

for p

artic

ipat

ing

in c

ase

writ

ing

Rec

ruiti

ng o

ppor

tuni

ty

Stu

dent

s pa

rtici

patin

g in

the

sem

inar

are

usu

ally

hig

hly

mot

ivat

ed a

nd in

tere

sted

in th

e fir

m th

ey w

rite

abou

t

Freq

uent

ly, s

tude

nts

who

alre

ady

did

an in

tern

ship

with

th

e fir

m k

eep

in to

uch

via

the

case

stu

dyp

y

In s

ever

al c

ases

, firm

s hi

red

stud

ents

who

wro

te c

ase

stud

ies

abou

t the

m

Slid

e 6

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

Typi

cal s

emin

ar ti

me

line

runs

for 3

-4 m

onth

s; in

terim

coa

chin

g an

d i

fl

itilf

fl

tdi

secu

ring

of re

leas

e cr

itica

lfor

suc

cess

ful c

ase

stud

ies

Typi

cal s

emin

ar s

ched

ule

Wee

k 0:

team

sre

gist

ered

Wee

k 6:

inte

rimfe

edba

ck o

n ca

se

Wee

k 14

:fin

alpr

esen

tatio

nca

se

Wee

k 10

:

p

Afte

r sem

inar

:W

eek

3:re

leas

eha

nded

inla

ngua

geed

iting

,pu

blis

hing

conf

irmat

ion

from

com

pany

, lo

ck-in

of t

opic

Crit

ical

!

Slid

e 7

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

Cas

e st

udie

s ne

ed to

be

tailo

red

with

rega

rd to

the

targ

et a

udie

nce,

tht

td

thifi

tli

dth

e co

urse

con

tent

, and

the

spec

ific

conc

epts

app

lied

Scop

ing

of c

ase

topi

c

CO

UR

SE &

CO

NTE

NT

THE

OR

Y/

CO

NC

EP

T

TAR

GET

CU

STO

ME

R

Just

In T

ime

Stra

tegy

Und

ergr

adua

te

Sup

ply

Man

agem

ent

(SM

)Fi

nanc

eG

radu

ate

Tota

l Qua

lity

Man

agem

ent

Ope

ratio

nsM

anag

emen

tE

xecu

tive

Edu

catio

n

Slid

e 8

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

Com

pani

es c

an b

e ap

proa

ched

in s

ever

al w

ays

to w

in th

em

fth

ifo

rthe

sem

inar

Way

s to

app

roac

h co

mpa

nies

for p

artic

ipat

ion

Com

pany

2in

terv

iew

son

Inte

rnsh

ip

Inst

ruct

or2

inte

rvie

ws

onca

se to

pic

One

con

tact

pe

rson

for

Cas

e w

ritin

g te

am

Inst

ruct

or

Car

eer

offic

epe

rson

for

quer

ies

Fina

l che

ck o

f f

dbk

tea

Alu

mni

case

,fee

dbac

kan

d re

leas

eFr

iend

s &

fa

mily

Slid

e 9

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

If co

nfid

entia

lity

issu

es a

re e

ncou

nter

ed, c

ase

stud

ies

can

be

dii

dbl

iti

bd

ld

disg

uise

d o

r pub

licat

ion

can

bede

laye

d

Dis

guis

ing

case

stu

dies

-to

pre

serv

e th

e an

onym

ity o

f the

so

urce

and

the

secu

rity

of th

e da

ta-

to g

et th

e re

leas

eW

hy?

Wha

t?-

pers

on’s

nam

es fr

om c

ompa

ny-

pers

on’s

nam

es fr

om c

usto

mer

s-

date

s, lo

catio

ns, n

umer

ical

dat

a,

-as

little

aspo

ssib

le

,,

,pr

oduc

t and

ser

vice

s, in

dust

ry

How

muc

h?as

little

aspo

ssib

le-

chan

ging

a re

al c

ase

into

som

ethi

ng

of fi

ctio

n ca

n de

stro

y th

e st

uden

ts

abili

ty to

iden

tify

Slid

e 10

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

Alte

rnat

ive:

Del

ay p

ublic

atio

n

> 60

pub

lishe

d ca

ses

-in

coop

erat

ion

with

lead

ing

com

pani

es -

dl

di

thW

HU

CW

itiS

iw

ere

deve

lope

din

the

WH

UC

ase

Writ

ing

Sem

inar

Slid

e 11

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

Cas

es a

re p

ublis

hed

at th

e E

urop

ean

Cas

e C

lear

ing

Hou

se (E

CC

H)

hw

ww

.ecc

h.co

m

We

use

roya

lties

from

cas

e st

udie

s to

reim

burs

e cu

rren

t st

uden

t tea

ms

for t

heir

trave

l exp

ense

s to

com

pany

inte

rvie

ws

Slid

e 12

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

pp

y

Mak

eor

brea

k:Le

sson

sle

arne

dfro

mth

ese

min

arM

ake

orbr

eak:

Less

ons

lear

ned

from

the

sem

inar

Succ

ess

fact

ors

of C

ase

Writ

ing

Sem

inar

Inte

nsiv

ein

terim

-coa

chin

gre

quire

d to

ens

ure

qual

ity o

f fin

al

case

stu

dies

Gra

ding

not o

nly

on fi

nal v

ersi

on, b

ut a

lso

on in

terim

ver

sion

s

Clo

sem

onito

ring

ofre

leas

epr

oces

s(in

stru

ctor

calls

com

pany

Clo

sem

onito

ring

ofre

leas

epr

oces

s(in

stru

ctor

calls

com

pany

cont

act a

t hal

f tim

e), t

o pr

even

t bad

sur

pris

es a

t the

end

Slid

e 13

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

Dev

elop

ing

Cas

eS

tudi

esin

Coo

pera

tion

with

Cor

pora

tions

Dev

elop

ing

Cas

eS

tudi

esin

Coo

pera

tion

with

Cor

pora

tions

Dev

elop

ing

case

stu

dies

w

ithst

uden

ttea

ms

Dev

elop

ing

case

stu

dies

w

ithco

rpor

ate

team

sw

ithst

uden

ttea

ms

with

corp

orat

ete

ams

Slid

e 14

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

How

the

idea

cam

eab

out…

How

the

idea

cam

eab

out…

Cas

e st

udie

s ar

e a

high

ly e

ffect

ive

teac

hing

met

hod

and

are

incr

easi

ngly

us

edin

corp

orat

etra

inin

gpr

ogra

ms

used

inco

rpor

ate

train

ing

prog

ram

s…

…B

UT…

…It

is h

ard

to fi

nd c

ase

stud

ies

that

ade

quat

ely

refle

ct th

e bu

sine

ss re

ality

of m

any

Eur

opea

n fir

ms

(mar

kete

nviro

nmen

tpr

oces

sfir

ms

(mar

kete

nviro

nmen

t,pr

oces

sco

mpl

exiti

es, d

ecis

ion

proc

esse

s…).

Man

y ca

se s

tudi

es a

re U

.S.-c

entri

c (H

arva

rd).

Slid

e 15

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

Dev

elop

ing

case

stu

dies

with

cor

pora

te te

ams

–C

td

lt

Cor

pora

te c

ase

deve

lopm

ent p

rogr

am

Ove

rvie

w o

f cor

pora

te c

ase

deve

lopm

ent p

rogr

am

Who

writ

es th

e ca

se a

nd te

achi

ng n

ote?

Cf

tilt

f4

hih

tti

lf

Cro

ss-fu

nctio

nalt

eam

s of

~4

high

-pot

entia

lsfro

m o

ne

busi

ness

uni

tIn

tens

ivel

y co

ache

d by

aca

dem

ic in

stru

ctor

s

Wha

t is

the

case

abo

ut?

Hig

hly

rele

vant

, cur

rent

issu

e of

the

busi

ness

uni

t

Wha

t is

the

gove

rnan

ce fo

r the

cas

e te

am?

The

team

is“s

pons

ored

”by

ase

nior

top

man

ager

who

also

The

team

issp

onso

red

bya

seni

orto

pm

anag

er,w

hoal

soap

prai

ses

the

end

prod

uct

Slid

e 16

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

Cas

e de

velo

pmen

t is

a go

od w

ay to

dev

elop

the

parti

cipa

nts

and

to

tff

tit

hit

ilf

ih

ti

icr

eate

effe

ctiv

ete

achi

ng m

ater

ialf

orin

-hou

setra

inin

gs

Why

firm

s co

nduc

t in-

hous

e ca

se d

evel

opm

ent

Dev

elop

ing

mem

bers

of

cas

e w

ritin

g te

amC

reat

ing

own

case

s fo

r in

-hou

se tr

aini

ngs

Sha

rpen

anal

ytic

alW

kl

t

Ben

efits

for t

he

com

pany

Sha

rpen

anal

ytic

alsk

ills

Lear

n ab

out t

he

busi

ness

Wor

k on

rele

vant

,re

al to

pics

Get

to k

now

real

bu

sine

ss is

sues

com

pany

Pra

ctic

e x-

func

tiona

l te

am w

ork

Bui

ld v

isib

ility

/ net

wor

k

Get

to k

now

dec

isio

n m

aker

s

Slid

e 17

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

For i

n-ho

use

train

ings

, ow

n ca

ses

allo

w fo

r a m

uch

mor

e fru

itful

di

id

it

il

ith

td

ddi

scus

sion

and

mor

e in

tens

ive

lear

ning

than

sta

ndar

d ca

ses

Usi

ng o

wn

case

stu

dies

in in

-hou

se tr

aini

ng

Cas

es c

an b

e us

ed in

:A

dvan

tage

sof

own

case

sin

corp

orat

etr

aini

ng

Trai

nee

prog

ram

s

Exe

cutiv

e de

velo

pmen

tH

igh

iden

tific

atio

n of

trai

ning

par

ticip

ants

with

the

Adv

anta

ges

ofow

nca

ses

inco

rpor

ate

trai

ning

prog

ram

s

New

hire

trai

ning

sbu

sine

ss p

robl

em a

t han

d

Par

ticip

ants

get

to k

now

cur

rent

, rel

evan

t ch

alle

nges

in th

e bu

sine

ss

Par

ticip

ants

thor

ough

ly u

nder

stan

d ho

w

man

agem

ent d

ecis

ions

are

mad

e in

the

firm

Thld

ii

k(“

CH

”)j

if

The

real

deci

sion

mak

er(“

Cas

eH

ero”

) can

join

for

the

disc

ussi

on; t

his

can

be v

ery

enric

hing

for a

ll si

des

Slid

e 18

©W

HU

–O

tto B

eish

eim

Sch

ool o

fMan

agem

ent

Jun.

-Pro

f. D

r. Fe

lix R

eim

ann

ww

w.w

hu.e

du

The

corp

orat

eca

sede

velo

pmen

tis

anin

tens

ive

6m

onth

spr

ogra

mTh

eco

rpor

ate

case

deve

lopm

enti

san

inte

nsiv

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Cas

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