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CASE COMPETITIONS & FIELD STUDIES
Contemporary Pedagogies for the Strategy Course 10.14.08 Slides Available for Download: Comments/Suggestions: www.paulfriga.com pnf@unc.edu

Dr. Paul N. Friga - 2008

Strategic Management Society –– Strategy Teaching Task Force

Topics to cover
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Introduction • Overview and objectives • Presenter and participants • Teaching pedagogies evolution Case Competitions • What are they? • What are some examples? • How to do them well? Field Studies • What are they? • What are some examples? • How to do them well?

Dr. Paul N. Friga – 2008

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A brief introduction
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Presenter

Practice
Participants

Theory

Positions
Objectives

Use

Descriptive

Prescriptive
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One way to look at strategy teaching methodology evolution
Discussion • 1950s-1970s • Corporate Era • Led by practitioners Case Study • 1970s-1990s • Faculty Era • Led by academics Actual Application • 2000s+ • Student Era • Led by practitioners and academics

Source: Friga, Paul N., Bettis, R.A., and Sullivan, R.S. (2003). “Changes in Graduate Management Education and New Business School Strategies for 21st Century.” The Academy of Management Learning and Education

Dr. Paul N. Friga – 2008

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Experiential pedagogies can enhance learning experience
Enthusiasm • Competition can enhance participation • Variety from traditional methods is appreciated Effective • Gives students a chance to apply tools and test usability • Involves external judge of competency Retention • Students will remember the application and lessons learned for a long time • Allows long term student and faculty bonding
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Paul N.but they are not easy 6 Time • Faculty and staff are required to invest more energy in custom set up • Cannot complete in traditional class period structures Methods • New teaching methodologies are needed (not currently taught) • Some resistance from traditional method faculty (they have their ways) Evaluation • Requires different assessment tools • Often viewed as extracurricular activity and inadequate compensation given Dr. Friga – 2008 6 .

Friga – 2008 7 . Paul N.Topics to cover 7 Introduction • Overview and objectives • Presenter and participants • Teaching pedagogies evolution Case Competitions • What are they? • What are some examples? • How to do them well? Field Studies • What are they? • What are some examples? • How to do them well? Dr.

Friga – 2008 8 . Paul N.8 There are many types of case competitions Teams of 3-8 students compete IntraUniversity • Voluntary • Involuntary InterUniversity • Functional • Site Contained Dr.

Friga 20 40 60 80 100 Percentage .Case competitions test critical skills 9 Communication and interpersonal skills Ability to work well within a team Personal ethics and integrity Analytical and problem-solving skills Success with past hires Fit with the corporate culture Leadership potential Strategic thinking Likelihood of recruiting stars Well-rounded Willingness of the school's students to relocate to the job location Student chemistry Student's average number of years of work experience Content of the core curriculum Overall value for the money invested in the recruiting effort School chemistry Faculty expertise Career Services Office Awareness of corporate-citizenship issues Student's international knowledge and experience Case Comp Focus Importance of Student and School Attributes (As Ranked by Recruiters –– source WSJ 2006) 0 Dr. Paul N.

Friga – 2008 10 .Example 1 – Indiana University 10 Week long case comp Required of all MBA1 Entire MBA Program HBS or real company Requires 18+ judges Dr. Paul N.

Paul N.g.11 Example 1 – University of North Carolina at Chapel Hill 2 3-hour class periods Elective (Consulting Skills Course) UG Class HBS or special assignment (e. Friga – 2008 11 . probono or school) Requires 3+ judges Dr.

Friga – 2008 12 . nationality.UNC Case Competition Details 12 Students are assigned to teams (must learn to work with anyone) Assignments are made based upon backgrounds (gender. Paul N. experience) Teams are given the case 1 week before Teams are limited to 16 hours of team analysis and up to 8 hours of individual analysis External judges are consultants Dr.

Peer Evaluations 13 Teamwork • x/10 • 1-6 well below average • 7 below average • 8 average • 9 good • 10 excellent Analysis • x/10 • 1-6 well below average • 7 below average • 8 average • 9 good • 10 excellent Comments • Provide comments for anything <8 and >9 Dr. Friga – 2008 13 . Paul N.

edu Dr. Carlos Garcia Pont cgarcia@iese. Friga – 2008 14 . Judged with winners receiving scholarship money. Paul N.Two Other Examples 14 Iowa State Capstone case competition tied to final course of core program (Strategic Planning & Implementation).edu and Brad Shrader scshrader@iastate. Sam DeMarie demarie@iastate.edu IESE Business School Internal case competition at end of first year based on real problem/company and requiring a final presentation.

External Case Competition American Bankruptcy Institute Fuqua Product Strategy Competition Play: Digital Media Strategy Case Comp. HALBA MBA Case Competition A.T. Amazon Various Bose McKinney & Evans Pepsi. UBS IBM # Top 30 Schools 17 16 12 11 11 9 9 9 8 7 7 7 7 6 6 6 5 5 4 2 Booz Allen Hamilton Challenge McCombs National Real Estate Comp. Kearney Varies from year to year Varies Varies Lehman Brothers & Others Wachovia Shell Merck. Dr. Pfizer. Goldman Sachs Union Pacific Various Various Yahoo. University of Rochester Daniels College Carnegie Mellon UNC Kenan-Flagler Rice University (Jones) Carnegie Mellon Purdue University Chicago School of Mgmnt. Roche. Kenan-Flagler Marketing Case Challenge Purdue Global Supply Chain Comp. Duke University Haas (Berkley) UNC Kenan-Flagler Purdue University Cornell University Chicago Carlson School of Mgmnt. PPG DuPont Merrill Lynch.T. Real. Friga – 2008 15 . Kearney Global Prize Elite Eight Simon Finance Case Competition Race & Case Competition Financial Engineering Wachovia Regional Case Competition Rice Marketing Challenge Corporate Finance Krannert Dupont Marketing Competition Chicago GSB National IPO Challenge IBM Business Technology Comp. Citigroup. Microsoft.15 Name 40 Top Case Competitions in the US in 2007 (1/2) Location Several UT Austin Carnegie Mellon Kellogg School of Mgmnt. No Affiliation Type Leadership & Strategy Real Estate Operations Turnaround/Crisis Mgmnt. Marketing Digital Media Marketing Operations Marketing (Hispanic) General Business Marketing Finance Business Ethics & Race Financial Engineering Finance Marketing Corporate Finance Marketing Finance –– IPO Strategy Technology Corporate Sponsors Booz Allen Hamilton Bank of America. P&G A. Paul N.

Harley-Davidson Varies Varies Proctor & Gamble # Top 30 Schools 10 10 5 5 4 3 3 3 2 2 V 1 1 1 1 0 0 0 0 National Black MBA Leeds Net Impact Case Competition Wake Forest Marketing Comp. NSHMBA –– Marketing Simon Marketing Competition BOA Org. Thunderbird Global Citiznsho. No Affiliation UCLA No Affiliation University of Wisconsin San Diego Univ. of Minnesota No Affiliation Type General Business Corporate Responsibility Marketing Minority General Business Sustatinability Marketing Marketing OB Global Business General Business General Business Brand Management Marketing Real Estate General Business Strategy Real Estate Strategy Corporate Sponsors DaimlerChrysler Corporation Various Yahoo (but varies) Varies Varies Home Depot Varies Heineken Booz Allen Hamilton Net Impact. Paul N. KeyBank Minority Case Competition Big 10 Case Competition Home Depot Net Impact Comp. Xprize Varies Varies L’’Oreal Varies Varies Spectrum. Ventures Plus Real Estate Competition P&G Just in Case Acquisitions Interactive Dr.16 Name 40 Top Case Competitions in the US in 2007 (2/2) Location National Black Conf. Friga – 2008 16 . University of Colorado Babson-Wake Forest Ohio State University Fisher-Ohio State Wake Forest University Cincinnati. Merck. OH University of Rochester Clark Atlanta University Thunderbird University Arizona State University George Washington Univ. Challenge PAC 10/Big 10 MBA Competition KPMG GWU International Competition L’’Oreal Business Week Competition UCLA Marketing Competition Target Real Estate Case Competition CIBER MBA International Competition International Collegiate Business Comp. & Change Team Comp.

Tips for Case Competition Success Dr. Paul N. Paul N. Friga Dr. Friga 17 .

Paul N.Table of Contents TEAM Framework (teamwork) FOCUS Framework (analysis) Tips for Analysis Tips for Deliverables Tips for Delivery Dr. Friga 18 .

Friga Motivate each other by finding out 19 .Tips for Teamwork (TEAM) Talk to each other regularly Meet as a group to brainstorm Split things up but deliver updates to the group Schedule team update sessions to review progress Discuss the roles each person will play Evaluate how things are going Set goals and check with each other Assist each other as you go and assign based upon interest/skills Be supportive and help out as needed what is important to each person and focus on the end result Dr. Paul N.

Paul N.document Sort the tasks and data needed by the relevant issues Collect the data Focus on the data provided in the case AND run numbers! If allowed.Tips for Analysis (FOCUS) Frame the problem Identify the key question Develop appropriate issue trees for investigation (MECE) Map out options (pro/con) – take an early position as a hypothesis Organize your approach Develop a high level work plan (who. competitors) Consider doing online surveys during the competitions (plan ahead) Understand the results Use frameworks to sort through results Ask “so what” to test the impact of recommendations Synthesize your story Communicate the 3-4 most important buckets of the primary message ABSOLUTELY STOP ANALYSIS AT 80/20 – LEAVE PRACTICE TIME Dr.g. gather relevant data from the internet (e. when) . what. Friga 20 .

4. 2. 5. 3.focus on one key theme with a few major supporting ideas – present it all up front with a zinger story slide Back it up – your analysis should have quantitative support (build assumptions if necessary) and show how you considered other options Play Devil’s Advocate – push other views and have careful Q&A processes (anticipate everything) Run and present scenarios – including base case.Tips for Analysis 1. Be creative – your ideas must be memorable and exciting but at the same time well supported Analyze Options – draft out many options and document pros/cons based upon findings (prioritize for the final deck but include other options) Take a position . Friga 21 . Paul N. 7. 6. worst case and best case Practice case (Run Through) – make sure that your team does a practice case just like the real event but with feedback from faculty and students Dr.

Tailor them to the audience (learn who the judges are if you can) One person should create the final slide deck (can work with input from others) Think of the primary message you are trying to convey (your title) and make sure that this point is supported by the data (each slide) Gather samples of past presentations to use as templates (contact Dr. 5. 7. 2. 6. sections of a wallet) 22 . parts of an airplaneDr. 4. 3.g. Paula Friga or N.Tips for Deliverables 1. Friga for samples) Create supporting appendices as you go (data charts/graphs with titles) – “ghost charts” don’t wait until the very end Cover risks and mitigations as well as other options you considered Use trackers on slides and section dividers to ensure that the audience knows where you are at all times (and make them creative and related to the case – e.

introduces the situation/complication and tells the whole resolution up front (include the financial impact) Comprehensiveness – be sure to tell about options you considered but rejected and why and discuss the contents from the appendix Q&A – list the questions you anticipate in advance and know the answer and who will 23 address Dr. recommendations and the buckets are the reasons why it makes sense. 4. Paul N. show flexibility Have a very strong introduction – set the stage in an interesting and engaging way. Friga .Tips for Delivery 1. Use the pyramid principle – have one primary point to your story supported by a logical flow to the presentation (e. 3.) Have a discussion with the judges – not a formal “presentation” tone – an enthusiastic discussion about some exciting opportunities for improvement. etc. or recommendation and steps to implement.g. 2. 5.

Paul N. Friga 24 .Most of all Have fun! There will likely be the typical formnorm-storm-perform cycle but find something you like in each team member and use a little humor once in a while to lighten things up! And get to know each other socially before the event. Reflect on what you learned at the end and then go celebrate! Dr.

Mitchell Perry. OSLAND. ORGANIZATIONAL BEHAVIOR: AN EXPERIENTIAL APPROACH 396-97 (7th ed. at 18-19 Dr.. 19 ACAD. J. Nov. Think Your Way to Clear Writing (Part Two). 2001) OPTIONAL BOOK: THE MCKINSEY MIND (RASIEL AND FRIGA.Good readings to prepare teams 25 Book: GENE ZELAZNY. HARV. Smith. 2002. CONSULTING. CONSULTING. 2001) FREE READINGS – THE MCKINSEY ENGAGEMENT (FRIGA – FORTHCOMING IN NOVEMBER 2008) Supplementary readings (access to electronic material will be provided) GENE ZELAZNY. at 162-171 Mark D.” “Write the Introduction”) BARBARA MINTO.” “Craft the Story Line. at 33-40 Barbara Minto. ET AL. 120 (2005) JOYCE S. J. Cannon & Robert Witherspoon. OF MGMT. July-Aug. Paul N.. 1998. Katzenbach & Douglas K. THE PYRAMID PRINCIPLE 5-17 (1995) (Chapter 1: “Why a Pyramid Structure”) Barbara Minto. 2005. May 1998. MANAGE. Friga – 2008 25 . at 45-53 Jon R. Think Your Way to Clear Writing. The Discipline of Teams. Jan. BUS. SAY IT WITH CHARTS (4th ed. Actionable Feedback: Unlocking the Power of Learning and Performance Improvement. OF MGMT.-Feb. SAY IT WITH PRESENTATIONS 42-55 (2006) (“Determine Your Message. REV. Dealing With Difficult People in Business. OF MGMT. EXEC. 2001) J.

Paul N. Friga – 2008 26 .Topics to cover 26 Introduction • Overview and objectives • Presenter and participants • Teaching pedagogies evolution Case Competitions • What are they? • Why do them? • How to do them well? Field Studies • What are they? • Why do them? • How to do them well? Dr.

Friga – 2008 27 .What are field studies? 27 Teams of students working together (most often with faculty or practitioner advisors) to solve a real company’’s current problem. essentially consulting projects ranging from 1 week to 1 semester Dr. Paul N.

180 MAP Programs for more than 600 organizations Teams are from 4-6 students and the MAP program is required of all students for 7 weeks in the spring Source: http://www.bus. Paul N. Friga – 2008 28 .edu/Map/ProspectiveStudents. students have completed over 1.Example 1 .htm Dr.umich.Michigan 28 One of the most formal and most developed field study programs is at the Ross School of Business at the University of Michigan They are called MAP projects –– Multidisciplinary Action Projects Since 1992.

Multidisciplinary Action Projects (MAP) Making a Difference for Ross .

. an action-learning course that places teams of first year MBA students in a company environment to learn how to integrate business disciplines and turn theory and experience into valuable action..The MAP Program is... . 30 .

The Ross MBA: The First Year Rigorous Analytical Foundation + Leadership Development + Action-Based Learning Accounting Economics Finance Marketing Management Operations Statistics Strategy Ross Leadership Initiative (RLI) Multi-Disciplinary Action Projects (MAP) .

MAP: Beyond the Case Method Team Formation Discovery / Sense-Making Problem Definition Project Planning Data Collection & Analysis Alternative Generation Alternative Evaluation Case Method Recommendation Implementation MAP Typical Business Decision-Making Process .

.MAP: What is a MAP Project? A real business challenge Significant to the organization No existing solution Actionable recommendations Addressable within 7 weeks The Citigroup MAP Team presents to senior management in New York.

MAP: General Electric (USA) Project Goal: Develop Go-to-Market Strategy for Wind Energy .

MAP: Whirlpool (Russia) Project Goal: Grow revenue through working with channel partners .

MAP: American Express (USA) Project Goal: Integrate CRM system with global branding .

MAP: Project Types Project topics cover a wide range of sponsor needs – Business plan development – Corporate strategy – Financial analysis – Market entry strategy – New product launch – Organizational change – Process design – Supply chain management … and come from a broad range of corporate. entrepreneurial. and non-profit sponsors worldwide .

MAP: Project Sponsors .

MAP: Sponsor Benefits High-caliber team Latest concepts & tools External viewpoint Data-driven solutions Actionable recommendations Fast turnaround Great value (cost of travel) “We’ve sponsored 14 projects since 1997.” . Ross MAP teams consistently deliver valuable recommendations that we have implemented.Kathy Marryat Vice President. American Express .

MAP: Student Benefits Application and Integration of Theory & Tools Dynamic Sense-Making Real World Skill-Building and Leadership Development Innovative Problem-Solving High-Performance Teamwork Navigating Organizations. Perspectives & Cultures .

MAP: What’s Next? Growing the number of international projects – China – Europe – South America .

MAP 2009 Application Dates September 1. 2008 Project Proposal Submission Begins December 5. 2008 Final Deadline for Submission of Project Proposals 42 .

Key Dates for MAP 2009 December 5. 30 Final Presentations January 7-11 Students select projects January 21 Team assignments are announced 43 . 29. 28. 2008 Project Proposals Due March 9 MAP Kick-off (students only) Week of March 16 Students start project orientation at the sponsor site April 27.

phone/fax. and copy equipment Communicate travel itinerary to MAP team Student Project-Related Expenses 44 .Sponsors Requirements Fill out on-line Project Proposal at MAP website Appoint a Project Liaison & Alternate Liaison Allow Access to Information & Personnel Provide Resources: work area.

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cfm Dr. Paul N. STAR teams receive academic credit for their 4-month engagement with their client and are guided by both an academic faculty advisor and an executive/consultant project leader.Example 2 .edu/Leadership/Companies/STAROverview.kenan-flagler.unc. Friga – 2008 46 . All students must go through team problem solving training to ensure efficiency and effectiveness Includes both Domestic and Global Business Projects Source: http://www. Currently the projects are free.UNC Kenan-Flagler 46 Student Teams Achieving Results program (STAR) sends teams of top MBAs and BSBAs to build comprehensive and actionable strategies for corporations and not-forprofits seeking to strengthen their global competitiveness (2009 will include approximately 20 teams of 6 for a total of 120 students).

Marko Rillo marko@rillo. Thomas DeLaughter doc@flagler.stubner@hht.TV game that teaches undergraduate students about management.de Flagler College Case studies tied to corporate level strategic management course involving executives and real world problems. Paul N.edu Estonia Management Brains .ee Dr.Leipzig Graduate School of Management .Other interesting examples 47 Kansas State . Friga – 2008 47 .Mandatory consulting project in curriculum (8-10 teams per year) Stephan Stubner stephan.edu HHL .mandatory consulting project for MBA capstone (4 teams per year) Jeff Katz jkatz@ksu.

and executive task forces in corporations –– any team problem solving opportunity! Dr. and hopefully value-adding contribution •• A baseline construct of the upcoming book to be published by McGraw Hill entitled ““The McKinsey Engagement. unique. based on my experience and hundreds of interviews. the actual framework presented (TEAM FOCUS) is my new. including consulting firm projects. business school field studies/consulting projects. Friga .Introduction to TEAM FOCUS 48 What is it? What is included? How should I use it? •• A guide for any team problem-solving project •• Based upon the author’’s experiences at McKinsey and research into best practices at other top consulting firms and business schools •• Note that all of the content you find herein is alive and well at McKinsey. business school case competitions. Paul N.”” including: •• 9 Primary Areas (TEAM FOCUS) .2008 .for team problem-solving •• 27 Rules of Engagement .for guiding the teams to success •• 40 Operating Tactics –– for executing best practices •• As a checklist of the most important elements of successful team problem solving –– includes templates and examples •• As a source of specific applications.

The TEAM FOCUS Model 49 Interpersonal Analytical T E A M Talk Evaluate Assist Motivate F O C U S Frame Organize Collect Understand Synthesize © Dr. Paul N. Friga – 2008 .

The TEAM FOCUS ““Rules of Engagement”” 50 Talk Evaluate •• Discuss group dynamics •• Set expectations and monitor results •• Develop and reevaluate a personal plan Assist •• Leverage expertise •• Keep teammates accountable •• Provide timely feedback Motivate •• Identify unique motivators •• Positively reinforce teammates •• Celebrate achievements TEAM •• Communicate constantly •• Listen attentively •• Separate issues from people Frame Organize •• Develop a highlevel process map •• Create a content map to test hypotheses •• Design the story line Collect •• Design ““ghost charts”” to exhibit necessary data •• Conduct meaningful interviews •• Gather relevant secondary data Understand •• Identify the ““so what(s)”” •• Think through the implications for all constituents •• Document the key insight on all charts Synthesize •• Obtain input and ensure buy-in from client •• Offer specific recommendations for improvement •• Tell a good story FOCUS •• Identify the key question •• Develop the issue tree •• Formulate hypotheses © Dr. Friga – 2008 . Paul N.

14.08 Slides Available for Download: Comments/Suggestions: www.edu Dr.2008 Strategic Management Society –– Strategy Teaching Task Force .com pnf@unc. Friga .paulfriga. Paul N.51 CASE COMPETITIONS & FIELD STUDIES Contemporary Pedagogies for the Strategy Course 10.