JOIN USInstitutions of higher education now emphasise the need for the teaching fraternity to write research papers.
This adds a new dimension to the business school ecosystem as teachers are drawn from backgrounds as varied as academia, business and industry. In view of this, writing case studies helps to translate such a broad range of experience and knowledge into material classroom teaching.
The art of writing a case study requires rich material that is credible and can drive enough information for students and facilitators. In this context, the diverse experience of the teaching fraternity has ample scope to transform into a pedagogic tool through the medium of the case study.
A case study is a technical note that narrates facts around one or few issues either pertaining to a business entity or an industry. The facts are drawn together from various sources to provide a comprehensive picture of the business problem and needs to have a strong narrative to sustain reader interest.
At the same time, it is important to have a logical flow of ideas and also have enough data to drive a discussion. It is also necessary to have information on financial aspects as the student needs to learn the impact of decisions to be taken.
The first step towards writing a case study is to begin with a business issue that is contemporary. For instance, the turmoil in the Indian aviation sector, or issues relating to specific companies in the sector or FDI in multi-brand retail and the like can be current topics.
It is also possible that the teacher wants to drive a lesson and does not have the appropriate case study. In such instances, the writer can probe an issue that is not necessarily contemporary.
At the initial stage, the writer has to ponder over what lessons can be ascertained from the case study. Hence, it is important to create a framework of these lessons and realities within which a case study might be developed.
A weak issue with no significant fundamental problems may develop into a poor case study. The first step would be to start data collection from various sources both primary and secondary. It is important that the source of data is authentic, credible and relevant to the issue.
The case study, like any piece of writing, needs to have an introduction, a body and a conclusion. There are different styles to begin a case study. Some opt for a dramatic opening, while others just state facts and introduce the issue. However it is important to have an introduction that is short yet crisp and clear.
The body of the case study might provide a background of the business, industry or the company or even the issue as a prelude to the main theme. The main component of the body is the issue itself which should necessarily comprise of 60 per cent of the entire article. The conclusion would have to be prescriptive in nature and comprise different possible solutions to the problem deliberated in the case study.
A common error among case studies is when writers state their opinions in the case study. A case study strings together factual information and analyses it in-depth. It needs to be free from bias.
Also, quotes obtained from senior management, founders, analysts, competitors and other stakeholders tend to make the case study argumentative and lively. These can be used in the introduction of the case study, within the body and most importantly to add a punch to the conclusion.
Another error often found among case study writers is to highlight the concept in the case study. A case study necessarily drives a concept through the discussion or a discussion verifies a concept.
Therefore, it is not necessary for the writer to add unnecessary conceptual information. Another aspect is the use of jargon. Technical terms or expressions that are borrowed from other languages need to be explained clearly. Simple English, adequate data and an insightful theme make a good case study.
Considering the competition among business schools, there is a growing struggle to differentiate one from the other. Today, several business schools compete in writing and publishing to claim their position on the pedestal of higher education.
Writing a case study enables one to sharpen his/ her thought process through the art of writing.
(The writer is on the faculty of the Institute of Management, Christ University, Bangalore.)