Expectations for a Good Case Write-Up

The purpose of the case analysis is to present you with a typical scenario you will encounter in business at some point in your early career and to let you apply the concepts you’ve learned in class and/or from the book to analyze the issues facing a specific company (or person). For a good case analysis, you must closely examine the issues with which the company is confronted. A case analysis is not an essay or a report:

• Case = A statement of facts and reasons (figures, charts and graphs as well as data) used to support an argument.
• Analysis = A careful and methodical investigation of the component parts of a whole and their relationships in making up the whole. Requires critical thinking.

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You will probably need to read the case several times – once to grasp the overall picture of what is happening with the company and then several more times to discover and grasp the specific problem(s) that need to be addressed.

Generally, “textbook driven” cases provide clear hints as to what to consider – typically in the form of questions to be answered. The questions may also provide the high-level background that offers both the direction your answer should take and potential sources of additional information. In the case of questions posed by a senior manager in the work environment, such as this case, the questions to be answered may be less clear and will require you to develop/consider additional questions – i.e. you must apply a significant degree of research and critical thinking to explore and articulate alternatives.

Finding and Using Good References

Not every reference is a good one. The CRAP Test is a way to evaluate a source based on the following criteria: Currency, Reliability, Authority and Purpose/Point of View. Below are some questions to help you think about how to measure each of the criteria.

Currency

• How recent is the information?
• How recently has the website been updated?
• Is it current enough for your topic?

Reliability

• What kind of information is included in the resource?
• Is content of the resource primarily opinion? Is it balanced? Is supported by well researched facts?
• Does the creator provide references or sources for data or quotations?

Authority

• Who is the creator or author?
• What are their credentials?
• Who is the publisher or sponsor? Are they reputable?
• What is the publisher’s interest (if any) in this information?
• Are there advertisements on the website? What kind?

Purpose/Point of View

• Is this fact or opinion?
• Is it biased?
• Is the creator/author trying to sell you something?

Five Key Sections

An effective case analysis paper (in most business instances) will have five key sections:

1. Executive Summary: Four to five sentences on the cover page summarizing your analysis. An Executive Summary’s main goal is to provide a condensed version of the content of a longer report. It is not a summary of the table of contents or what you are going to cover in your case. [Do not write: “I will cover….”, “This report will cover….” Or “This report will analyze….” or anything similar – This is obvious because you better cover the requirements.] [Do not write that your analysis will be “through”, “exhaustive”, “in-depth” or anything similar. Let your reader decide.] Executive summaries generally make a recommendation. Do not just copy your Introduction or Summary.
2. Introduction/Thesis: Your paper should start by identifying relevant information that provides context to the issue(s) to be addressed in the case. The case or articles referenced may contain some important background information that should be summarized in this section. The questions asked by the case (or your manager) will also provide you with hints as to what to include in this section as background information. The length should be one to two paragraphs. Avoid the obvious. (Both you and your reader work for the company so they know the history and the people.)
3. The Questions: This is a where you answer the case questions. Analyze the questions carefully. Condense each question into a 4 or 5 word statement at the beginning of each answer section and use as the header for that section – bold, and left justify with one line space above and below. (Do not use “The Questions” as a header and do not number them.)

For each question write a short paragraph to set-up the background for the question. Then answer the question in as many as paragraphs or sub-headers as required. Summarize the answer in a final paragraph. Consider illustrations, graphs and/or tables to increase readability and to emphasize your answers/conclusions. Make sure you have relevant, cited facts to support your thesis. Do this for each question/section.

Here is where you will need to do some web and print research to support your answers. You may want to compare and contrast other companies/people/subject matter experts in similar situations and how they solved/addressed the issues posed by the question. There may be some additional information that would add depth and completeness to your analysis. Use the following technique: Ask “who, what, when, where, why, how” about the case questions. Ex: Why is the question important? What are the elements of the question that are important? What other company may have been faced with the same issue? How have other companies or more importantly, other competitors solved the issue? How might I use what I learned in class, in my job or in my reading/research to answer the case question?

Remember, the purpose of this case study assignment is to let you apply the concepts you have learned in school and/or work and have researched to a “real life” situation.

4. The Summary/Conclusion: The Conclusion is your chance to have the last word on the subject. It is your final paragraph to draw some type of conclusion about what you learned from the analysis. A conclusion should help your readers see why your analysis and information should matter to them after they put the paper down.

It is the place to synthesize your thoughts, to demonstrate the importance of your ideas, and to propel your reader to a new view of the subject. It is also your opportunity to make a good final impression and to end on a positive note. You should make a relevant observation. Maybe you learned some interesting fact from the research you did for the case. However, please do not use the phrase “I learned….” anywhere in this paragraph.

5. Endnotes: All information and ideas presented in your paper that do not originate with you personally should be endnoted carefully. The idea of endnoting is so a reader of your work should be able to easily go back to your original source if desired. If you do not know what an endnote is, Google it. Business writing does not use MLA or APA, business writing uses Chicago Manual of Style (often simply written Chicago Style) endnotes. This also means that there is no biography – The citations are the biography.

Business Voice

I will deduct points if you do not use a business voice.

Avoid personal pronouns (I, you, me, etc.), the words “I think” and “I believe”, slang, fluffy/superlative adjectives (huge, big, most, awesome, etc.), words or phrases that tell your reader what or how to think or feel (“as you can clearly see”, “obviously”, unfortunately, luckily etc.), contractions and the word “etc.” or “and so on”. [Yes, I know I use it from time to time.] If you see that you are using superlatives, go find some relevant supporting data (numbers, percents, etc.)

Do not come across as a patronizing boor – avoid words and phrases that might make you sound insincere, such as “honestly,” “certainly,” and “basically.”

Avoid analogies particularly sports analogies. Avoid slang or dated pop culture catchphrases. Eliminate non-motivating phrases and language. Keep your prose short and trim – big words, flowery or verbose language will not help your argument.

Avoid all discriminatory phrases, references and/or language – implied or direct.

For more information on using “Business Voice” go here: http://pages.uoregon.edu/ddusseau/101/199/style.html.

Exemplar Writing

See “100W Writing Competency Model” on Canvas for more information.

Format

Papers must meet the following guidelines (remember you are writing for your “boss”):

• Length: 10 or so single-spaced pages plus a cover page and at the back an endnote page is a fairly average minimum. (Great papers will be 15 to 20 pages)
• Executive Summary: On cover page. In this case, limit to four to five sentences summarizing your analysis.
• Citations: At the end of the paper as Endnotes starting on separate page – use Chicago Manual of Style (Chicago Style). Do not use in text MLA or APA citations. And, do not use a bibliography or references page – Endnotes are the bibliography/references.
• Pictures, graphs, and charts: Readable but reasonable in size. Follow the 1/3 2/3 Rule. (See the following for an example)
• Question Sections: Restate the question in 4 or 5 words and use as the section header (in bold print). Do not start with or use “Question #1” or anything remotely similar. Avoid ‘Section’ numbering and Table of Contents – the paper is not long enough to justify their use.
• Look and feel: (See the following examples)
  • Single spaced Times New Roman 12 point font (Never double space in business communications)
  • Block justified w 1” margins (top, bottom, and sides)
  • Illustrations: Format as ‘Text Wrapping Square’ and place to the left or to the right (preferred) of the text – never in the center. Use the 1/3 – 2/3 Rule and watch your margins.
• Cover page: (See the following examples
  • Case Title: Times New Roman 16pt font
  • Executive Summary: Times New Roman 12pt font
  • Avoid illustrations (Keep it simple, neat and clean)

Example of How Your Analysis Should Look

The Cover Page

Text Formatting – Block Justify

Use a header in bold for each question, one space between paragraphs, justified text, and text wrapping on the illustration set to “square” as shown below.

Graphic Formatting

Financial Data

All financial data must be in a table. Avoid quoting costs and other financial data in the text. It is very disruptive and difficult to read.

Discrimination

This class is a transition class from the world of the University to a career in business. It is expected that you will be professional and avoid all inappropriate and discriminatory references in oral and written communications. Discriminate in business, you may receive a very unpleasant visit from HR. Discrimination: Treating someone as inferior on the basis of age, genetic information, marital status, medical condition, nationality, race or ethnicity (including color and ancestry), religion (or religious creed), and veteran or military status – as defined in CSU policy. NB: Discrimination can be direct or implied. Neither are acceptable. So, be very very careful. An automatic grade of zero (0) will be given for this assignment if any discriminatory references are made. Remediation, if offered, may require additional assignments and may also receive a grade penalty at the discretion of the instructor.

Plagiarism

Cite your references properly. Plagiarism will receive an automatic grade of 0 points (a letter grade of “F”). Other appropriate action may be taken as described in the SJSU Student Handbook and the Course Syllabus.

• Use Your Own Words and Ideas: Practice is essential to learning. Each time you choose your own words and convey your own ideas, you can improve your writing.
• Give Credit for Copied, Adapted, or Paraphrased Material: If you repeat another’s exact words, you MUST use quotation marks AND cite the source. If you quote a paragraph (several sentences) you must indent the entire citation 5 spaces and cite the source. You must also cite all pictures and graphs as well as the source of the data if you construct a graph or chart. The best way to do this is to use informative titles under your image and put the citation there.
• Avoid Using Others’ Work with Minor Cosmetic Change: If the work is essentially the same, give credit.
• Facts and Data: All facts and data must be cited.
• When in Doubt – Cite: It is better to be safe than risk a charge of plagiarism.

All case studies will be automatically submitted to Turnitin.com via Canvas. Generally, a score of 26/100 on Turnitin.com is OK – don’t panic. I usually do not do a further check unless it obvious that you have plagiarized. Above 26, I will check it in detail using both Turnitin and other resources at my disposal. Do not count on remediation options for Plagiarism.

Warning: Using CRAP from CourseHero or Chegg will get you into deep trouble. If you use it, you must cite it! If you don’t cite it – it is “crap” Plagiarism. Use it and cite it – You will still get a Zero for the assignment anyway because you are using CRAP.

Due Date

The Due Date is in the class schedule and noted in Canvas. You will be submitting your case online through Canvas. [A Due Date is not a Start Date. Plan ahead. Use the Tutorial and Assignment Calculator to help avoid procrastination.]

Responsibility

It is your responsibility to read, understand and follow the above instructions. If something is unclear, please ask me. It is also your responsibility to check Canvas for any other instructions or references.

Help

Need help with writing? The object of doing cases is to help you apply the material learned, help you to understand how to use a business “voice” and formulate an appropriate response to analytical questions asked by management. Please consider using the resources provided by the Student Learning Center in Clark Hall or the SJSU Business Writing Tutors. Go here for more information about the writing tutors: https://sites.google.com/site/sjsubusinesswritingtutors/

Need help with planning your time (as in procrastination/time management)? I recommend the following: Tutorial and Assignment Calculator provided by the library: http://library.sjsu.edu/video/assignment-calculator.

If you have any questions or need additional help do not hesitate to contact me. Do not wait until it is too late. Please see me after class, during office hours or contact me electronically via email or text message.

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