CASE ANALYSIS For KAYAK

GUIDELINES FOR CASE ANALYSIS For KAYAK

Prepared by Dr. Michael Faulkner

Many students initially find case analysis of management problems to be difficult and uncomfortable. This is due to the relative lack of structure of most problems found in management. No correctly answered list of pre-questions or mechanical process will lead to the "right" answer. In fact, there usually is no single, definitively "right" solution to most managerial problems or possible hidden opportunities. When analyzing a case, remember that there are often many possible solutions and alternative approaches and solutions. The goal is not to find the one and only solution, but to examine the case and practice analyzing and solving real world problems from a Management/Organizational Behavior perspective.

Please use the following format to guide your thinking and to frame your written case analysis (if required).

A. Case Summary:

In a brief succinct manner, summarize the case’s key issues. Identify only the most critical issues that someone not familiar with the parties involved would be able to have a basic idea of what the case was about.

B. Problem / Opportunity Identification:

Part of your analysis is to define the problem or problems (often there are multiple, interacting problems). Look to any case guide line questions (if provided) for some conceptual direction, but do not seek merely to address these provided questions.

· Define the major problem or problems (not the symptoms in the case). Symptoms are the results of problems, not the problems.

· Problems cause symptoms (e.g., stress causes the symptom of high blood pressure).

· Often, the symptoms are directly described in the case, whereas the problem(s) usually are not.

· If necessary, indicate how the problems are related to one another.

C. Conclusions and Comments:

This section is for any final thoughts that you have on points you have already discussed. Do not bring up any new issues here.

Some other helpful hints for Case Study Preparation:

1. I care about student writing. The case analysis needs to be clear, crisp, and concise. Facts from the case are stated only to make a point, not to retell the story. Do not rehash the minutia or details in the case. The case analysis needs to be organized, spelling, grammar, and word usage must be correct.

2. Make sure your paper has a logical flow. Make clear links between the identified problems, the analysis of these problems, and the solutions proposed.

3. Provide analysis, not description. Demonstrate your ability to use and apply theories and concepts from the course material; integrate course material where it is useful. Mine the text for nuggets of theory that help explain the issues. For example, it’s not enough to say that ERG theory applies here… you must show HOW it applies. You can’t simply say situational leadership theory applies; you have to show how Mrs. X used a delegating style when a directive style would have been appropriate because…….

4. Be thorough. It is better to give a through, explicit analysis focused on one or two primary problems than it is to barely touch upon 50 problems.

5. Sometimes students come up with amazing recommendations (for better and worse) that have no relationship to their analysis. I want to see that it’s the analysis that frames decisions made about the case. A poor analysis that results in good decisions means that somewhere or other, you have intuitively understood the case, but you need to backtrack and figure out what you nderstood. A great analysis that results in decisions that come from left field signals that are not USING your analysis.

Some helpful hints for participating in Case Study Discussions:

1. Keep in mind that there is usually more than one right answer. A case is a problem-solving situation, and managerial effectiveness often depends upon seeing different possible solutions.

2. Offer your ideas, substantiating them with facts from the case and course material. Don’t fall into the trap of being told, “That’s an interesting idea, but you have no data or case facts to support your conclusions.”

3. Be assertive, yet professional and respectful in questioning or disagreeing with a classmate. Case discussions are an important opportunity to refine interpersonal skills. “I see some drawbacks to your proposal” or “I’m wondering if you considered the effects of X on Y” creates a much different climate than “You’re wrong” or “That’s not a good idea.” Adopt an open-minded stance. Entertain new ideas from others and consider how your recommendations might change in light of these new insights.

4. Write down new ideas that occur to you and make note of any theories or course concepts brought to bear that you did not apply in your initial analysis.

5. Evaluate the discussion and your participation in it. What could you do to improve in the next case study discussion?

6. Enjoy yourself! If you let them, cases studies can be an exciting way to learn.