Case Study Methodology
What is a Case Study?
• A case study presents an account of what
happened to a business or industry over a
number of years.
• It chronicles the events that managers had to
deal with :
changes in the competitive environment,
charts the managers’ response, which
usually involved changing the business- or
corporate-level strategy
What is Case Study Method?
• Robert K. Yin defines the case study research
method as:
• ‘… an empirical inquiry that investigates a
contemporary phenomenon within its real-life
context; when the boundaries between
phenomenon and context are not clearly evident;
and in which multiple sources of evidence are
used’
Features of Case Study Method
• Uses multiple sources of evidence
• “Real life” context
• Empirical
• Progress of a company or industry
• Focus on competitive environment and
strategic/operational changes
ADVANTAGES
• Use small data sets (such as one or two companies)
• Generalizes about trends in relevant industries
• “Real life” in the sense that a company or companies have
been chosen as the source of the data
• Only method possible in some areas of inquiry
• It involves detailed, holistic investigation (for example, all
aspects of a particular company)
• Data is contextual (relative to a certain industry)
• A range of different measurement techniques can be applied
• The histories and stories that can be told about the company
can be illuminating
DISADVANTAGES
• Does not ensure reliability or generality of
findings.
• Intense exposure to study of the case biases the
findings.
• Useful only as an exploratory (not explanatory)
tool.
• Contextual nature of evidence is limiting
How to Solve Case Study
• Study
• Contemplate
• Decide
• Implement
Case Study Analysis
• Analyse the problem with the company
or industry
• Write a report based on findings
• No “right way”
Structure of Case Analysis
Problem Statement
Issue Analysis
Presentation & Discussion Of Alternatives
Solutions and Plan Of Action
Summary
Problem Identification and Analysis
• In this section you should identify all the major
problems in the case in behavioral terms
• Most of the cases contain a strategic problem
• Some cases – Tactical perspective
• Apparent tactical problem disguises fundamental
strategic problem
• Try to get to underlying causes of problems, not just
symptoms by asking ‘why’
• You should link each problem identified to relevant
theory and also to actual evidence from the case
• Remember you must integrate theory and reference
Root cause analysis (5 why’s & 5 how’s)
1.why are customers dissatisfied?
becoz they are not receiving purchases on time
2.why are they not receiving on time?
Because we are backordered on stock.
3.why are we backordered?
Becoz we changed suppliers.
4. Why we changed suppliers?
Becoz the original supplier was late in shipments
5. Why haven’t we found another supplier?
Becoz we have not yet looked for one.
Statement of Major Problems / Issue Analysis
• You will identify a number of problems—too many
students attempt to actually ‘solve’ the problems
• It is crucial to make it very clear which are the major
two or three problems or key issues, that must be solved
first
• This section should consist of a short concise statement
of the problems you are going to solve in the remainder
of the case
• Check back to ensure that you are actually attempting
to solve them, rather than focusing on other minor
problems that you may have identified
• This section is crucial to a good case report
An Issue Analysis might contain
• Facts : Especially numerical information
• Opinions : of the current management, key
personnel & of yours
• Assumptions : should be clearly stated since
solutions depend on them
Identify all the relevant alternatives
• The list should include all the relevant alternatives that
could solve the problem(s) that were identified.
• Use your creativity in coming up with alternative
solutions, free wheeling encouraged. Do not criticise!
• Remain status quo is ALWAYS an alternative which
may be cheapest!
• To suggest a ‘Do it by Monday’ solution – either as
permanent solution or a temporary stop gap measure
• Even when solutions are suggested in the case, you may
be able to suggest better solutions.
• Resist the temptation to solve the problems or jumping
into conclusion at this stage
Generation of Solutions
• Identify and evaluate a number of the more appropriate
solutions (at least two to three for each major problem
identified)
• Each alternative solution should be briefly outlined and
then evaluated in terms of its advantages/disadvantages,
costs, time frame, etc
• Select the best alternative.
- Evaluate each alternative in light
of the available information and according to predetermined
yardsticks.
-You will also need to explain the logic you used to choose one
alternative and reject the others.
• Advantages Disadvantages
• Alternative 1
• Alternative 2
• Alternative 3
Recommendations
• State which of the alternative solutions (either singly or in
combination) identified in previous section are recommended
• Justify your choice, explaining how it will solve the major
problems identified.
• Integration of relevant theory
• Recommend precise courses of action that the company needs
to take.
• Recognise that there is rarely one single case solution.
• Recognise that there may be two or more alternatives which if
properly implemented will solve the problem
• Have a contingency plan
Implementation – POA
• Write your recommendations in the form of an action
plan.
• Explain how you will implement the recommended
solutions.
– What should be done, by Whom, When, in What sequence, What
will it cost (rough estimates) and other such issues
• Remember, if a recommended solution cannot be
realistically implemented, then it is no solution at all.
• POA should support / defend the chosen alternatives
• Good POA’s will have business/market/product focus
• Identify possible hurdles and how to overcome them
– Normal issues include resistance to change, so need to educate,
guide, explain etc
