Business School

Developing Global Markets (M)

Seminar 3
Dr Michael Proksch

Life Impact | The University of Adelaide

The University of Adelaide

Business School

Dr. Michael Proksch

Seminar 3
Case Study Analysis Case Study: Case 2-6 Counterfeit branding

The University of Adelaide

Business School

Dr. Michael Proksch

Seminar 3
Case Study Analysis

The University of Adelaide

Business School

Dr. Michael Proksch

Case Study Analysis

Learning by Case Method most relevant and practical way to learn managerial skills discussion of real-life situations that business executives have faced present you with information available to executives involved put yourself in the shoes of the managers - analyze the situation and finally decide what you would do

Hammond; 2002/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

Case Study Analysis

How cases help you learn cases sharpen your analytical skills because you must produce quantitative and qualitative evidence to support your recommendations in discussions you have to defend your arguments and analysis

Hammond; 2002/ Harvard Business School / http://www2.cdn.sherdog.com/_images/pictures/

The University of Adelaide

Business School

Dr. Michael Proksch

Case Study Analysis

Learning by Case Method studies cross a range of organizations and situations provide you with an exposure far greater than you likely experience in day-to-day routine also permit to build knowledge to hone problem-solving - to quickly recognize problems you face as 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 the real problem is and to ask the right questions
Hammond; 2002/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

Case Study Analysis

Learning by Case Method in case studies the proposing solutions is as important as the content of the case itself you must ask yourself: What really are the problems which this manager has to resolve?

Hammond; 2002/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

Case Study Analysis

Understanding Analyzing a case: identify and understand important aspects of a situation what they mean in relation to the overall situation each business discipline has its own theories, frameworks, tools, processes and practices all of them will help understand the specific type of situation
Michael Porters 5 Forces No one would expect Porters framework to guide a product launch decision

Ellet; 2007/ Harvard Business School / http://notesdesk.com/wp-content/uploads/2009/04/porters-five-forces-model.jpg

The University of Adelaide

Business School

Dr. Michael Proksch

Case Study Analysis

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 a case 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 other to get a full picture

Ellet; 2007/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

10

Case Study Analysis

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 faced with (if provided). (2b) Read the case very carefully, underlining key facts and writing marginal notes as you go. (2c) If not problem not provided, ask yourself What are the basic problems these managers have to resolve? Try to put yourself in the position of the manager.
Hammond; 2002/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

11

Case Study Analysis

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 on theories, frameworks, tools, processes and practices (5) Develop a hypothesis and proof it, supported by your analysis of the case data and if necessary, external data

Hammond; 2002/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

12

Case Study Analysis

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

Ellet; 2007/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

13

Case Study Analysis

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 knowledge important 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 actionable statement made by or about the protagonist)
Ellet; 2007/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

14

Case Study Analysis

Thinking Process in an Open Case (Finding a Problem) (2) Questions knowing the situation allows you to ask questions pertinent to a problem, decision, or an evaluation -> What do I need to know 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?
Ellet; 2007/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

15

Case Study Analysis

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 of decision?

Ellet; 2007/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

16

Case Study Analysis

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 of evaluation? It is just to locate information that might be used to answer questions! Ellet; 2007/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

17

Case Study Analysis

Thinking Process in an Open Case (Finding a Problem) (3) Hypothesis based on a list of things you want to know about the situation and 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 you have the most promising TAKE NOTES - helps organize and remember information (not just highlighting)
Ellet; 2007/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

18

Case Study Analysis

Thinking Process in an Open Case (Finding a Problem) (4) Proof and Action you want to prove something (not looking for something to prove) / Question: What evidence do I have that support my hypothesis? 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!
Ellet; 2007/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

19

Case Study Analysis

Thinking Process in an Open Case (Finding a Problem) (4) Proof and Action additionally, give some thought to actionable content of your position 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

Ellet; 2007/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

20

Case Study Analysis

Thinking Process in an Open Case (Finding a Problem) (5) Alternatives Analyze your own hypothesis critically: What are weaknesses of the hypothesis? -> every position has a weakness you should be the person who recognizes them (not the professor) Think critically: Could the problem defined differently? Which influence would this have? What is the strongest evidence against the decision? have you been objective in evaluation?
Ellet; 2007/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

21

Case Study Analysis

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 cannot make 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 an alternative!
Ellet; 2007/ Harvard Business School

The University of Adelaide

Business School

Dr. Michael Proksch

22

Seminar 3
Case Study: Case 2-6 Counterfeit branding

The University of Adelaide

Business School

Dr. Michael Proksch

23

Case Study: Case 2-6 Counterfeit branding

Please read the case study in INTERNATIONAL MARKETING Case 2-6: Counterfeit branding (page 626)

Video: McGrawHill

The University of Adelaide

Business School

Dr. Michael Proksch

24

Case Study: Case 2-6 Counterfeit branding

Case study: Discussion question: 1. How can multinationals defend their corruption cases in overseas markets?

Aaker 2010; S. 108

The University of Adelaide

Business School

Dr. Michael Proksch

25

Case Study: Case 2-6 Counterfeit branding

Case study: Discussion question: 1. How can multinationals defend their corruption cases in overseas markets? - Situation - Questions (Problem, Decision, Evaluation) - Hypothesis - Proof and Action - Alternatives

Aaker 2010; S. 108