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Business Communication

Written Analysis
Of
Cases

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Cengage Learning Mallika Nawal
Topical Outline
Introduction
Case Types
Case Study: The 5 Misunderstandings
Road Map to Case Analysis
Components of Written Analysis of Cases
Case Analysis Components
Format of Written Analysis of Cases
Common Mistakes to Avoid

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Introduction
A case study is an in-depth investigation into
situations, circumstances, occurrences, events,
organizations, departments, and individuals.
It incorporates a detailed longitudinal study of one
event, which forms the case.
Case study puts you in the drivers seat, wherein you
evaluate a situation and then try to logically work
backward to bring out the theories
Case study gives you control and lets you simulate
and experience the management dilemmas

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Case Types
Actual vs. fictional
Complete vs. incomplete
Open-ended vs. close-ended
Video cases
Cartoon cases

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Case Study: The 5 Misunderstandings
General, theoretical (context independent) knowledge
is more valuable than concrete, practical (context
dependent) knowledge
One cannot generalize on the basis of an individual
case; therefore, the case study cannot contribute to
scientific development
The case study is most useful for generating
hypotheses, that is, in the first stage of a total research
process, while other methods are more suitable for
hypothesis testing and theory building

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Case Study: The 5 Misunderstandings
The case study contains a bias toward verification, that
is, a tendency to confirm the researchers
preconceived notions
It is often difficult to summarize and develop general
prepositions and theories on the basis of specific case
studies

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Road Map to Case Analysis
Read the case study once to gain familiarity with the
case and the underlying issues
Re-read the case to get a better understanding of the
issues and the facts of the case
Evaluate the situation enumerated in the case.
Attempt to grasp the objective of the case, the
strategies, the policies, the problems, the
protagonist(s), and the other key individuals
Perform a SWOT analysis to get a perspective on the
strengths, weaknesses, environmental opportunities,
and threats
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Road Map to Case Analysis
Generate the alternatives that will address the
problems
Choose the best-fit from the given alternatives
Prepare a comprehensive plan for strategy
implementation
List clearly the deliverables and performance
measurement points

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Components of Written Analysis of Cases
Keep the analysis simple without overlooking the
major issues
Adopt a fluid and structured style of writing
Use headings, subheadings, labels, and topic
sentences
Include an analysis based on theoretical tools and
techniques
State the assumptions when making
recommendations

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Components of Written Analysis of Cases
Provide supporting evidence or justifications
Provide a benchmark for evaluation/measurement
Provide a summary, in a page, which must list the
major issues and the recommendations made by you

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Case Analysis Components
Case analysis contains five major components:
Identify the problem
Generate alternatives
Propose a solution
Recommend the solution
Implementation issues

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Format of Written Analysis of Cases
Title Page or Executive Summary
Synopsis of the Situation (or the Background)
Problem Definition
Diagnosis
Alternatives or Solutions
Proposed Solutions
Recommendation
Implementation Plan
Positive and Negative Outcomes
References

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Common Mistakes to Avoid
Improper problem identification
Lack of proper structure
Logical inconsistency
Restating the obvious
Vague and lacking concreteness
Biased
Unrealistic solutions

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