Some Important Points to Note while Writing Case Studies:

 The objective of the case study (i.e. what are the learning objective, what the case study will help
teach) should be clear to the author. The case study should be structured in a way so that the
objective could be achieved. The objective will also determine what information is to be included
in the case and what to be left out.
 Though all case studies are not alike and structure may vary depending on the objective of the
case study, whenever possible try to follow this structure: Introduction – background –
Problem/Challenge – what the company did about it – Reactions/Results – The road ahead (that
could include any other immediate issues to be addressed). The ‘introduction’ section will
introduce the key aspects of the case including the immediate issues to be addressed (so it’s better
to write this section after the rest of the case study has been prepared).
 A case should include relevant factual information (facts and figures), and opinions (opinions to
be attributed to analysts, experts, etc. as may be the case). The reader should not perceive that the
author is endorsing or criticizing a particular decision/aspect of the company. Your own opinions,
analyses, etc. are to be put only in the Teaching Note not in the case study.
 The language used should be straight forward (no flowery words or phrases… minimal use of
superlatives… no ranting and raving).
 Slanderous and libelous statements should be avoided. If any such statements are very important
to the objective of the case, the author may include it but s/he should ensure that the source is a
good one and also cite it properly.
 No sentence or part of sentence should be copied directly from the source (unless when quoted).
Everything should be rewritten. The author should also note that the structure and flow of the case
should also not be similar to that of any article. Only the information should be taken from the
source files, the language and flow of the case study should be that of the author.
 Wherever possible, adapt the figures and try to present data in a different way. This applies to
Exhibits too.
 Pay attention to detail. Ensure that that there is no mis-representation of data. Ensure that there are
no spelling/grammatical errors and typos. In particular, pay close attention to spelling of proper
nouns (names).
 Direct quotes from the various actors in the case study can be used at relevant places in the body
of the text as these quotes liven up the script and also provide more credibility to the write-up.
 See that the case study is not one sided. A good case study should have multiple perspectives.
 Write the case in the past tense. Provide dates/periods liberally, avoid use of words such as
‘recently’, ‘today’, ‘tomorrow’, ‘this month’, ‘last month’, ‘last year’, ‘next year’, ‘next five
years’, etc. This will ensure that your write-up is timeless and people using the case study even 5-
10 years after the case is published can also relate to it.
 Avoid using units such as lacs, crores, etc. Use ‘000, millions and billions, etc. instead. For
currency other than US$, £, and €, the conversion value in US$ should be provided. On the very
first instance when you mention a different currency (e.g. Rs.) you should put a footnote such as:
‘As of December 2008, US$1 was approximately equal to Rs.49.30.’
 When referring to any organization for the first time, provide a footnote. The content of the
footnote would depend on the context of the case. For instance, if you are referring to a JP
Morgan analyst’s comment on a company (say, Wal-Mart), you may refer to JP Morgan just as a
leading investment bank based in the US, but if it is a banking case featuring one of its
competitors, a more elaborate footnote with financials, etc. may be necessary.
 When used for the first time, the full name of people, companies, etc. should be used. A shorter
name can be put in parenthesis, and this can be used for the rest of the text. For example, Myron E
Ullman III (Ullman), Ajim Hasham Premji (Premji), E. I. du Pont de Nemours and Company
(DuPont), LVMH Moët Hennessy – Louis Vuitton S.A. (LVMH), Wal-Mart Stores, Inc. (Wal-
Mart), etc.
 Citation should be provided whenever you are taking a direct quote, providing some key facts and
figures, some key/controversial idea/opinion, etc. The citation should be like this – [name of the
author], “[Title in sentence case],” [source/url], [Date]. E.g. 1. John Doe, “This is How to Cite,”
www.citing.com, December 2, 2008. E.g. 2. John Doe and Richard Smith, “More about How to
Cite,” Indian Research Journal, December 2, 2008.
 In case of Books, the citation may be like this: [name of the author], [Title in sentence case],
([Publisher], [Date/Year of Publication]). E.g. H Craig Petersen and W Cris Lewis, Managerial
Economics, (Pearson Education, 2001).
 The default font should be Times New Roman 11.
 A short or compact case study would be typically 3 to 5 pages in length and address one or two
concepts.
Characteristics of a Good Case Study:
 Ability to satisfy the educational objectives and student expectations
 Relevance of topic
 Multiple perspectives
 The ability to take a critical view
 The correctness of the research and data
 The manner of presentation of the data
 Writing style – story that catches attention
 The useful life of the case, versatility of usage
 The abstract (very important for marketing)
A good teaching note includes the following:
 Immediate issues, basic issues and key points or highlights
 Indications of level of analysis (i.e. for whom is it meant… graduates, undergrads, executives,
etc.)
 Potential uses of the case (marketing, strategy, etc.)
 Suggested teaching approach
 Proposed session plan
 Suggested student assignment
 Suggested additional readings or references
 Possible discussion questions
 Analysis
 Mobile Technology in Sales Force Automation:
Comment [i1]: Times New Roman 18 Bold; Title
A Case of Adidas America Case; Centre Alignment

“Adidas learned early the value of using mobile technology … The nature of the business that we
compete in means we must have quick answers for our customers or risk losing out to the
competition.”1 Comment [i2]: Times New Roman 11 Italics;
Within Double Quotes; Justified Alignment
– Russ Hopcus, President, North American Operations,
Icebreaker Nature Clothing Inc.2, in 2007 Comment [i3]: Times New Roman 11 Bold;
Right Alignment
“Our customers are totally impressed. They love that our sales reps can pull out their BlackBerry
devices and, while sitting right in front of them, can pull up the data.”3
– Tim Oligmueller, Sales Force Automation Manager, Adidas America, in March 2008
Comment [i4]: Times New Roman 12 Bold.
INTRODUCTION (Upper/Capital Case – All should be in capitals);
Left Alignment
During the 20th century, mobile technology rapidly penetrated the workplaces of different
enterprises, resulting in extensive changes in prevalent working practices and management styles
of the companies. Across different regions and industries the effect of mobile technology on
employee productivity was found to be majorly positive.4 However, according to experts, a more
systematic implementation of mobile technology could result in further gains for the enterprises. Comment [i5]: Times New Roman 11 (Justified
alignment)
BAL FIGHTS BACK Comment [i6]: Times New Roman 12 Bold.
(Upper/Capital Case – All should be in capitals);
Following the ‘Motorcycle Way’ Left Alignment
Comment [i7]: Times New Roman 12 Bold.
By the end of FY 2000, the numbers clearly indicated that consumer preference had shifted firmly (Title Case); Left alignment
toward motorcycles with four-stroke engines, and industry watchers predicted that this trend would
continue. Geared scooter sales registered a fall of 41% in 2001. “The market has shifted to
motorcycles. We will have to follow the trend,”5 said Venu Srinivasan, chairman, TVS. Comment [i8]: Times New Roman 11 (Justified
alignment)
According to the study conducted by Ovum Inc. (Ovum) regarding the usage of wireless
Comment [i9]: When used for the first time, the
technology in U.S. in 2005, it was observed that the introduction of mobile wireless technology full name of people, companies, etc. should be used.
and services had a huge impact on the efficiency as well as productivity of the entire economy The A shorter name can be put in parenthesis, and this
sales of motorcycles surpassed that of scooters for the first time in 1999 (Refer Table I for ‘Two- can be used for the rest of the text. For example,
Myron E Ullman III (Ullman), Ajim Hasham Premji
Wheeler Sales Between 1996 and 2000’). Hero Honda became the new market leader with its (Premji), E. I. du Pont de Nemours and Company
Splendor, a 100 cc motorcycle, proving to be a blockbuster product. In addition, the small (DuPont), LVMH Moët Hennessy – Louis Vuitton
businesses and the health care sector were found to be reaping significant advantages and benefits S.A. (LVMH), Wal-Mart Stores, Inc. (Wal-Mart),
from the implementation of this technology. In 2011, the company achieved revenues of Rs6. 100 etc

billion. Comment [i10]: Within brackets and Times New

Roman 11 Italics
Comment [i11]: For currency other than US$, £,
and €, the conversion value in US$ - As of
December 2008, US$1 was approximately equal to
1
Rs.49.30
L Luna, “Always Be Closing,” Infinity Info Systems, March 3, 2007
2 Comment [i12]: Avoid using units such as lacs,
It is a private company categorized under Wholesale Women's Apparel that was established in 2004 and crores, etc. Use ‘000, millions and billions, etc.
incorporated in Oregon. instead.
3
K J Baldauf and R.M. Stair, “Succeeding with Technology: Computer System Concepts for Real Life,” Footnotes: Times New Roman 10.
Page 11, Ed.3, Cengage Learning, 2008 Between Footnote Number and footnote
4
“Effects of Wireless Mobile Technology on Employee Productivity,” Intel Information Technology White content one tab space should be there.
Paper, November, 2003 The citation should be like this – [name
5
Sandeep Unnithan, “The Doughty Old Scooter is Overtaken by the Motorcycle – Despite a Spirited of the author], “[Title in sentence case],”
Fightback,” www.india-today.com, April 2001.
6
[source/url], [Date]. If the source is Hard
As of December 2008, US$1 was approximately equal to Rs.49.30
copy then it should be in Italics. (Indian
Research Journal). In case of Books, the
citation may be like this: [name of the
author], [Title in sentence case],
([Publisher], [Date/Year of Publication]).
 Table I Comment [i13]: Times New Roman 11 Bold.
(Centre alignment)
Two-Wheeler Sales in India Between 1996 and 2000 (Units) Comment [i14]: Times New Roman 12 Bold.
(Centre alignment)
FY1996 FY1997 FY1998 FY1999 FY 2000
Comment [i15]: Times New Roman 11 Bold.
Scooters 1,222,649.0 1,301,051.2 1,262,699 1,325,868 1,253,969 Comment [i16]: Use Uniform Style for Timeline.
For example, FY’96 should be given as FY1996
Motorcycles 809,527.0 978,682.3 1,131,314 1,395,657 1,796,734
Comment [i17]: For numerical data, maintain
Mopeds 626,112.0 683,756.4 648,842 681,902 726,075 uniform decimals.

Total two-wheelers 2,658,288.1 2,963,489.5 3,042,855 3,403,427 3,776,778 Comment [i18]: Times New Roman 11

Source: www.indiainfoline.com. Comment [i19]: Times New Roman 10 Italics.

(Should be given below the Table box); Left
In April 2007, Economic Intelligence Unit released a survey report on how the management of Alignment
mobility in the workplace could affect the organizations in terms of productivity. 7 According to the
survey of 375 executives spread across North America, Europe and the Asia-Pacific region; and a
succession of interviews with practitioners and independent experts from different organizations,
firms across the globe had increasingly started using “mobiles”.
The Bajaj group was founded in 1926 by Jamnalal Bajaj (Jamnalal) (Refer Exhibit I for ‘The
Companies in the Bajaj Group as of 2005’). In 1945, Kamalnayan Bajaj, Jamnalal’s son, set up Comment [i20]: Within brackets and Times New
Bachraj Trading Corporation Ltd. (BTCL), a trading company, to import and sell two- and three- Roman 11 Italics
wheelers. This business continued till 1959.
Exhibit I Comment [i21]: Times New Roman 11 Bold.
(Centre alignment)
Impact of Mobile Technology on US Economy Comment [i22]: Times New Roman 12 Bold.
(Centre alignment)
Among the various findings, the most notables were,
Comment [i23]: Times New Roman 11 Bold.
 In 2005, the productivity gains generated by mobile voice services to the U.S. economy
worth $157 billion.
 In 2005, the productivity gains generated by mobile wireless broadband services to the U.S.
economy worth $28 billion.
 In 2005, the total productivity value of all mobile wireless services in U.S. sums up to $185
billion, which is greater than the total value generated by the U.S. pharmaceutical industry
(according to BizStats.com).
 In 2005, the productivity enhancements created by the application of mobile wireless
broadband has grown three times than it was in 2004.
 To put this information into context, consider that by 2016, the value of the combined
mobile wireless voice and broadband productivity gains to the US economy – $427 billion
per year – will exceed today’s motor vehicle manufacturing and pharmaceutical industries
combined.a Comment [i24]: Times New Roman 11.
(Justified alignment)
a
ex-showroom Pune (in 2006).
Comment [i25]: Times New Roman 11 Italics;
Adopted from R Entner, “The Increasingly Important Impact of Wireless Broadband Technology and Left Alignment
Services on the U.S. Economy,” Ovum Report, 2008 Comment [i26]: Times New Roman 10 Italics.
(Should be given below the Table box); Left
Alignment

7
“Business in Motion: Managing the Mobile Workforce,” The Economist Intelligence Unit, 2007

2
Suggested Readings and References: Comment [i27]: Times New Roman 12 Bold.
(Title Case); Justified Alignment

1. E Kirchheimer, “Managing Mobility as a Business Imperative: Identifying Savings

and Finding the Right Partner,” Ovum Report, 2010
2. K Ewbank, “Managing Customer Relationships with CRM Software,” IT Expert
Magazine, October 10, 2009
3. E Harris, “Inside Adidas’ Inventory Management Initiative,” Integrated Solutions for
Retailers, October 20, 2008 Comment [i28]: In Reverse Chronological order;
Titles in Bold; Times New Roman 11 (Justified
4. K J Baldauf and R M Stair, “Succeeding with Technology: Computer System Concepts alignment)
for Real Life,” Page 11, Ed.3, Cengage Learning, 2008
5. R Entner, “The Increasingly Important Impact of Wireless Broadband Technology
and Services on the U.S. Economy,” Ovum Report, 2008
6. I Alam, “Top of the Line Blackberry,” Cell Phones Etc. November 2, 2007
7. L Luna, “Always Be Closing,” Infinity Info Systems, March 3, 2007
8. “Business in Motion: Managing the Mobile Workforce,” The Economist Intelligence
Unit, 2007 Comment [i29]: When author is not mentioned,
when the source is given as PTI/Our
9. “Fallstudie Adidas America,” Wireless and Mobile, 2006 Bureau/Reuters/Our political
Bureau/Bloomberg/Times News Network/ Special
10. R Entner, “The Impact of the US Wireless Telecom Industry on the US Economy,” Correspondent/STAFF REPORTER
Ovum Report, 2005
11. “Effects of Wireless Mobile Technology on Employee Productivity,” Intel Information
Technology White Paper, November, 2003
12. “Capterra: The Smart Way to Find Software,” http://www.capterra.com/sales-force-
automation-software (Accessed on October 20, 2002) Comment [i30]: If Date is not given in the source

13. “Palm US Official Website,” http://www.palm.com/us, (Accessed on October 5, 2002) Comment [i31]: If Date is not given in the source

14. “Adidas America Equips Sales Teams with Powerful Wireless Sales Tool,” Business
Mobile, (Accessed on October 2, 2002) Comment [i32]: If Date is not given in the source

15. Sherman, R., “Is Data Integration the Achilles Heel of Software as a Service?,” Data
Management/Data Warehousing Tips, (Accessed on October 2, 2001) Comment [i33]: If Date is not given in the source