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7/29/2019 Seminar C4
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Business School
Life Impact | The University of Adelaide
Seminar 3
Dr Michael Proksch
Developing Global Markets (M)
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The University of Adelaide | Business School | Dr. Michael Proksch
Seminar 3 Case Study Analysis
Case Study: Case 2-6 Counterfeit branding
2
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The University of Adelaide | Business School | Dr. Michael Proksch
Seminar 3
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Case Study Analysis
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Learning by Case Method
most relevant and practical way to learn managerialskills
discussion ofreal-life situations that business executiveshave faced
present you with information available to executivesinvolved
put yourself in the shoes of the managers - analyze thesituation and finally decide what you would do
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
4
Hammond; 2002/ Harvard Business School
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How cases help you learn
cases sharpen your analyticalskills
because you must producequantitative and qualitativeevidence to support yourrecommendations
in discussions you have todefend your arguments andanalysis
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
5
Hammond; 2002/ Harvard Business School / http://www2.cdn.sherdog.com/_images/pictures/
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Learning by Case Method
studies cross a range of organizations and situations
provide you with an exposure far greater than you likelyexperience in day-to-day routine
also permit to build knowledge
to hone problem-solving - to quickly recognize problems you faceas a manager (not unique to an organization or industry)
> development of a more professional sense of management
case studies help managers learn how to determine what thereal problem is and to ask the right questions
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Hammond; 2002/ Harvard Business School
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Learning by Case Method
in case studies the proposing solutions is as important as thecontent of the case itself
you must ask yourself: What really are the problems which thismanager has to resolve?
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Hammond; 2002/ Harvard Business School
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Understanding
Analyzing a case:
identify and understand
important aspects of asituation
what they mean in relationto the overall situation
each business discipline has
its own theories, frameworks,tools, processes andpractices
all of them will helpunderstand the specific
type of situation
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
8
Ellet; 2007/ Harvard Business School / http://notesdesk.com/wp-content/uploads/2009/04/porters-five-forces-model.jpg
Michael Porters 5 Forces
No one would expectPorters framework to guidea product launch decision
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Thinking, not reading as key
students normally think reading is the key
and reread it as many times as necessary
for case analysis - spend more time thinking about acase than reading it
Ask questions (you get) before reading it many times:maybe you find partial or full answers
think about how they relate to each otherto get a fullpicture
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Ellet; 2007/ Harvard Business School
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How to prepare a case
work individually to carefully read and to think about a case
Big Steps:
(1) Read the first heuristically just to get the context
(2a) Read the questions or problem definition you are facedwith (if provided).
(2b) Read the case very carefully, underlining key facts andwriting marginal notes as you go.
(2c) If not problem not provided, ask yourself What are thebasic problems these managers have to resolve? Try to putyourself in the position of the manager.
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Hammond; 2002/ Harvard Business School
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How to prepare a case
Big Steps:
(3) Sort out the relevant considerations for each problem area
(4) Do appropriate qualitative and quantitative analysis based ontheories, frameworks, tools, processes and practices
(5) Develop a hypothesis and proof it, supported by youranalysis of the case data and if necessary, external data
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Hammond; 2002/ Harvard Business School
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Thinking Process in an Open Case (Finding a Problem)
(1) Situation
(2) Questions
(3) Hypothesis
(4) Proof and Action
(5) Alternatives
The process is meant to be flexible and adaptable
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Ellet; 2007/ Harvard Business School
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Thinking Process in an Open Case (Finding a Problem)
(1) Situation
The most difficult part seems to be the beginning
have to bridge a gap between no knowledge and knowledgeimportant to form a hypothesis
gap can be really wide
Process is understanding the big picture -> filling with details
A good question to start could be: What is the situation?
Problems are harder to recognize (without any actionablestatement made by or about the protagonist)
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Ellet; 2007/ Harvard Business School
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Thinking Process in an Open Case (Finding a Problem)
(2) Questions
knowing the situation allows you to ask questions pertinent toa problem, decision, or an evaluation -> What do I need toknow about the situation?
Problem:
Who or what is the subject of the problem (e.g., a
manager, a company, a country)?
What is the problem (are you trying to account for a failure,a success, or something more ambiguous)?
Whats the significance of the problem to the subject and
who is responsible for?
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Ellet; 2007/ Harvard Business School
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Thinking Process in an Open Case (Finding a Problem)
(2) Questions
Decision:
What are the decision options?
Do any seem especially strong or weak?
Whats a stake in the decision?
What are the possible criteria?
What might the most important criteria be for this kind ofdecision?
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Ellet; 2007/ Harvard Business School
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Thinking Process in an Open Case (Finding a Problem)
(2) Questions
Evaluation:
Who or what is being evaluated?
Whos responsible for the evaluation?
Whats a stake?
What are the possible criteria?
What might the most important criteria be for this sort ofevaluation?
It is just to locate information that might be used to answer
questions!
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Ellet; 2007/ Harvard Business School
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Thinking Process in an Open Case (Finding a Problem)
(3) Hypothesis
based on a list of things you want to know about the situationand content information -> Whats my hypothesis?
important phase of work in the case
through close study of high value sections and exhibits ->narrowing possibilities until you have one that seems most
plausible to you
of more than one -> test them, starting with one until youhave the most promising
TAKE NOTES - helps organize and remember information
(not just highlighting)
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Ellet; 2007/ Harvard Business School
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Thinking Process in an Open Case (Finding a Problem)
(4) Proof and Action
you want to prove something (not looking for something toprove) / Question: What evidence do I have that support myhypothesis? What additional evidence do I need?
Use theories, frameworks, tools, processes and practices
a) look at information you have compiled/identified
b) what is the strongest evidence?
c) can you add more to it? (when evidence is missing -where will you find more?)
THINK ABOUT FACTORS YOU MAY HAVE OVERLOOKED!
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Ellet; 2007/ Harvard Business School
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Thinking Process in an Open Case (Finding a Problem)
(4) Proof and Action
additionally, give some thought to actionable content of yourposition
how to implement the decision youre recommending?
what actions does your decision call for?
think in real world terms/not ideal world!
order the actions
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Ellet; 2007/ Harvard Business School
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Thinking Process in an Open Case (Finding a Problem)
(5) Alternatives
Analyze your own hypothesis critically: What are weaknesses ofthe hypothesis? -> every position has a weakness
you should be the person who recognizes them (not theprofessor)
Think critically:
Could the problem defined differently? Which influence wouldthis have?
What is the strongest evidence against the decision?
have you been objective in evaluation?
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Ellet; 2007/ Harvard Business School
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Thinking Process in an Open Case (Finding a Problem)
What if the hypothesis is wrong?
There is no wrong hypothesis; it just fails when you cannotmake credible arguments for (based on the case)
the hypothesis is difficult, not the evidence
based on overlooked important information
not used specialized theories, frameworks, tools,processes and practices
in case you see your hypothesis has critical weaknesses,nothing is wasted - based on your analysis find analternative!
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study Analysis
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Ellet; 2007/ Harvard Business School
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The University of Adelaide | Business School | Dr. Michael Proksch
Seminar 3
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Case Study: Case 2-6 Counterfeit branding
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Please read the case study in
INTERNATIONAL MARKETING
Case 2-6: Counterfeit branding(page 626)
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study: Case 2-6 Counterfeit branding
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Video: McGrawHill
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Case study:
Discussion question:
1.How can multinationals defend their corruption cases in overseasmarkets?
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study: Case 2-6 Counterfeit branding
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Aaker 2010; S. 108
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Case study:
Discussion question:
1.How can multinationals defend their corruption cases in overseasmarkets?
- Situation
- Questions (Problem, Decision, Evaluation)
- Hypothesis- Proof and Action
- Alternatives
The University of Adelaide | Business School | Dr. Michael Proksch
Case Study: Case 2-6 Counterfeit branding
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Aaker 2010; S 108