1

CASE COMPETITIONS
& FIELD STUDIES
Contemporary Pedagogies for the Strategy Course

10.14.08

Slides Available for Download: www.paulfriga.com

Comments/Suggestions: pnf@unc.edu

Dr. Paul N. Friga - 2008 Strategic Management Society –– Strategy Teaching Task Force
 Topics to cover
2

Introduction

• Overview and objectives

• Presenter and participants
• Teaching pedagogies evolution

Case Competitions

• What are they?

• What are some examples?
• How to do them well?

Field Studies

• What are they?

• What are some examples?
• How to do them well?

Dr. Paul N. Friga – 2008 2

 A brief introduction
3

Presenter

Practice Theory

Participants

Positions Use

Objectives

Descriptive Prescriptive
Dr. Paul N. Friga – 2008 3
 One way to look at strategy
4
teaching methodology evolution

Case Actual
Discussion
Study Application

• 1950s-1970s • 1970s-1990s • 2000s+

• Corporate Era • Faculty Era • Student Era
• Led by • Led by • Led by
practitioners academics practitioners
and
academics

Source: Friga, Paul N., Bettis, R.A., and Sullivan, R.S. (2003). “Changes in
Graduate Management Education and New Business School Strategies for
21st Century.” The Academy of Management Learning and Education Dr. Paul N. Friga – 2008 4
 Experiential pedagogies can
5
enhance learning experience
Enthusiasm Effective Retention

• Competition • Gives • Students will

can enhance students a remember the
participation chance to application
• Variety from apply tools and lessons
traditional and test learned for a
methods is usability long time
appreciated • Involves • Allows long
external judge term student
of and faculty
competency bonding

Dr. Paul N. Friga – 2008 5

 but they are not easy
6

Time Methods Evaluation

• Faculty and • New teaching • Requires

staff are methodologies different
required to are needed assessment
invest more (not currently tools
energy in taught) • Often viewed
custom set up • Some as extra-
• Cannot resistance curricular
complete in from traditional activity and
traditional method faculty inadequate
class period (they have compensation
structures their ways) given

Dr. Paul N. Friga – 2008 6

 Topics to cover
7

Introduction

• Overview and objectives

• Presenter and participants
• Teaching pedagogies evolution

Case Competitions

• What are they?

• What are some examples?
• How to do them well?

Field Studies

• What are they?

• What are some examples?
• How to do them well?

Dr. Paul N. Friga – 2008 7

 There are many types of case
8
competitions

Teams of 3-8 students compete

Intra- Inter-
University University
• Voluntary • Functional
• Involuntary • Site Contained

Dr. Paul N. Friga – 2008 8

 Case competitions test critical skills
9

Importance of Student and School Attributes

(As Ranked by Recruiters –– source WSJ 2006)
Case Communication and interpersonal skills
Comp Ability to work well within a team
Personal ethics and integrity
Analytical and problem-solving skills
Focus Success with past hires
Fit with the corporate culture
Leadership potential
Strategic thinking
Likelihood of recruiting stars
Well-rounded
Willingness of the school's students to relocate to the job location
Student chemistry
Student's average number of years of work experience
Content of the core curriculum
Overall value for the money invested in the recruiting effort
School chemistry
Faculty expertise
Career Services Office
Awareness of corporate-citizenship issues
Student's international knowledge and experience

0 20 40 60 80 100
Dr. Paul N. Friga
Percentage
 Example 1 – Indiana University
10

Week long case comp Required of all MBA1

Entire MBA
Program

HBS or real company Requires 18+ judges

Dr. Paul N. Friga – 2008 10

 Example 1 – University of North
11
Carolina at Chapel Hill
Elective
2 3-hour class periods (Consulting Skills
Course)

UG Class

HBS or special
assignment (e.g. pro- Requires 3+ judges
bono or school)

Dr. Paul N. Friga – 2008 11

 UNC Case Competition Details
12

… Students are assigned to teams (must learn to

work with anyone)
… Assignments are made based upon
backgrounds (gender, nationality, experience)
… Teams are given the case 1 week before
… Teams are limited to 16 hours of team analysis
and up to 8 hours of individual analysis
… External judges are consultants

Dr. Paul N. Friga – 2008 12

 Peer Evaluations
13

Teamwork Analysis Comments

• x/10 • x/10 • Provide
• 1-6 well • 1-6 well comments
below below
average average for
• 7 below • 7 below anything
average average <8 and >9
• 8 average • 8 average
• 9 good • 9 good
• 10 excellent • 10 excellent

Dr. Paul N. Friga – 2008 13

 Two Other Examples
14

… Iowa State Capstone case competition tied to

final course of core program (Strategic
Planning & Implementation). Judged with
winners receiving scholarship money. Sam
DeMarie demarie@iastate.edu and Brad
Shrader scshrader@iastate.edu
… IESE Business School Internal case
competition at end of first year based on real
problem/company and requiring a final
presentation. Carlos Garcia Pont
cgarcia@iese.edu Dr. Paul N. Friga – 2008 14
 40 Top Case Competitions in the US
15
in 2007 (1/2)
Name Location Type Corporate Sponsors # Top 30 Schools

Booz Allen Hamilton Challenge Several Leadership & Strategy Booz Allen Hamilton 17

McCombs National Real Estate Comp. UT Austin Real Estate Bank of America, Goldman Sachs 16

External Case Competition Carnegie Mellon Operations Union Pacific 12

American Bankruptcy Institute Kellogg School of Mgmnt. Turnaround/Crisis Mgmnt. Various 11

Fuqua Product Strategy Competition Duke University Marketing Various 11

Play: Digital Media Strategy Case Comp. Haas (Berkley) Digital Media Yahoo, Real, Microsoft, Amazon 9

Kenan-Flagler Marketing Case Challenge UNC Kenan-Flagler Marketing Various 9

Purdue Global Supply Chain Comp. Purdue University Operations Bose McKinney & Evans 9

HALBA MBA Case Competition Cornell University Marketing (Hispanic) Pepsi, Roche, P&G 8

A.T. Kearney Global Prize Chicago General Business A.T. Kearney 7

Elite Eight Carlson School of Mgmnt. Marketing Varies from year to year 7

Simon Finance Case Competition University of Rochester Finance Varies 7

Race & Case Competition Daniels College Business Ethics & Race Varies 7

Financial Engineering Carnegie Mellon Financial Engineering Lehman Brothers & Others 6

Wachovia Regional Case Competition UNC Kenan-Flagler Finance Wachovia 6

Rice Marketing Challenge Rice University (Jones) Marketing Shell 6

Corporate Finance Carnegie Mellon Corporate Finance Merck, Pfizer, PPG 5

Krannert Dupont Marketing Competition Purdue University Marketing DuPont 5

Chicago GSB National IPO Challenge Chicago School of Mgmnt. Finance –– IPO Strategy Merrill Lynch, Citigroup, UBS 4

IBM Business Technology Comp. No Affiliation Technology IBM 2

Dr. Paul N. Friga – 2008 15

 40 Top Case Competitions in the US
16
in 2007 (2/2)
Name Location Type Corporate Sponsors # Top 30 Schools

National Black MBA National Black Conf. General Business DaimlerChrysler Corporation 10

Leeds Net Impact Case Competition University of Colorado Corporate Responsibility Various 10

Wake Forest Marketing Comp. Babson-Wake Forest Marketing Yahoo (but varies) 5

KeyBank Minority Case Competition Ohio State University Minority Varies 5

Big 10 Case Competition Fisher-Ohio State General Business Varies 4

Home Depot Net Impact Comp. Wake Forest University Sustatinability Home Depot 3

NSHMBA –– Marketing Cincinnati, OH Marketing Varies 3

Simon Marketing Competition University of Rochester Marketing Heineken 3

BOA Org. & Change Team Comp. Clark Atlanta University OB Booz Allen Hamilton 2

Thunderbird Global Citiznsho. Challenge Thunderbird University Global Business Net Impact, Merck, Xprize 2

PAC 10/Big 10 MBA Competition Arizona State University General Business Varies V

KPMG GWU International Competition George Washington Univ. General Business Varies 1

L’’Oreal Business Week Competition No Affiliation Brand Management L’’Oreal 1

UCLA Marketing Competition UCLA Marketing Varies 1

Target Real Estate Case Competition No Affiliation Real Estate Varies 1

CIBER MBA International Competition University of Wisconsin General Business Spectrum, Harley-Davidson 0

International Collegiate Business Comp. San Diego Strategy Varies 0

Ventures Plus Real Estate Competition Univ. of Minnesota Real Estate Varies 0

P&G Just in Case Acquisitions Interactive No Affiliation Strategy Proctor & Gamble 0

Dr. Paul N. Friga – 2008 16

 Tips for Case
Competition Success
Dr. Paul N. Friga

Dr. Paul N. Friga 17

Table of Contents

„ TEAM Framework (teamwork)

„ FOCUS Framework (analysis)
„ Tips for Analysis
„ Tips for Deliverables
„ Tips for Delivery

Dr. Paul N. Friga 18

Tips for Teamwork (TEAM)
„ Talk to each other regularly
z Meet as a group to brainstorm
z Split things up but deliver updates to the group
z Schedule team update sessions to review progress
z Discuss the roles each person will play

„ Evaluate how things are going

z Set goals and check with each other

„ Assist each other as you go and

assign based upon interest/skills
z Be supportive and help out as needed

„ Motivate each other by finding out

what is important to each person
and focus on the end result
Dr. Paul N. Friga 19
Tips for Analysis (FOCUS)
„ Frame the problem
„ Identify the key question
„ Develop appropriate issue trees for investigation (MECE)
„ Map out options (pro/con) – take an early position as a hypothesis

„ Organize your approach

„ Develop a high level work plan (who, what, when) - document
„ Sort the tasks and data needed by the relevant issues

„ Collect the data

„ Focus on the data provided in the case AND run numbers!
„ If allowed, gather relevant data from the internet (e.g. competitors)
„ Consider doing online surveys during the competitions (plan ahead)

„ Understand the results

„ Use frameworks to sort through results
„ Ask “so what” to test the impact of recommendations

„ Synthesize your story

z Communicate the 3-4 most important buckets of the primary message
„ ABSOLUTELY STOP ANALYSIS AT 80/20 – LEAVE PRACTICE TIME
Dr. Paul N. Friga 20
 Tips for Analysis
1. Be creative – your ideas must be memorable and
exciting but at the same time well supported
2. Analyze Options – draft out many options and
document pros/cons based upon findings (prioritize
for the final deck but include other options)
3. Take a position - focus on one key theme with a
few major supporting ideas – present it all up front
with a zinger story slide
4. Back it up – your analysis should have quantitative
support (build assumptions if necessary) and show
how you considered other options
5. Play Devil’s Advocate – push other views and
have careful Q&A processes (anticipate everything)
6. Run and present scenarios – including base case,
worst case and best case
7. Practice case (Run Through) – make sure that
your team does a practice case just like the real
event but with feedback from faculty and students
Dr. Paul N. Friga 21
Tips for Deliverables
1. Tailor them to the audience (learn who the
judges are if you can)
2. One person should create the final slide deck
(can work with input from others)
3. Think of the primary message you are trying
to convey (your title) and make sure that this
point is supported by the data (each slide)
4. Gather samples of past presentations to use
as templates (contact Dr. Friga for samples)
5. Create supporting appendices as you go
(data charts/graphs with titles) – “ghost
charts” don’t wait until the very end
6. Cover risks and mitigations as well as other
options you considered
7. Use trackers on slides and section dividers
to ensure that the audience knows where
you are at all times (and make them creative
and related to the case – e.g. parts of an
airplaneDr.or a sections of a wallet)
Paul N. Friga 22
Tips for Delivery
1. Use the pyramid principle – have one
primary point to your story supported by a
logical flow to the presentation (e.g.
recommendations and the buckets are the
reasons why it makes sense; or
recommendation and steps to implement; etc.)
2. Have a discussion with the judges – not a
formal “presentation” tone – an enthusiastic
discussion about some exciting opportunities
for improvement; show flexibility
3. Have a very strong introduction – set the
stage in an interesting and engaging way,
introduces the situation/complication and tells
the whole resolution up front (include the
financial impact)
4. Comprehensiveness – be sure to tell about
options you considered but rejected and why
and discuss the contents from the appendix
5. Q&A – list the questions you anticipate in
advance and know the answer and who will
address Dr. Paul N. Friga 23
Most of all

„ Have fun! There will likely be the typical form-

norm-storm-perform cycle but find something you
like in each team member and use a little humor
once in a while to lighten things up! And get to
know each other socially before the event. Reflect
on what you learned at the end and then go
celebrate! Dr. Paul N. Friga 24
 Good readings to prepare teams
25

… Book: GENE ZELAZNY, SAY IT WITH CHARTS (4th ed. 2001)

… OPTIONAL BOOK: THE MCKINSEY MIND (RASIEL AND FRIGA, 2001)
… FREE READINGS – THE MCKINSEY ENGAGEMENT (FRIGA – FORTHCOMING IN NOVEMBER 2008)
… Supplementary readings (access to electronic material will be provided)
† GENE ZELAZNY, SAY IT WITH PRESENTATIONS 42-55 (2006) (“Determine Your Message,” “Craft the
Story Line,” “Write the Introduction”)
† BARBARA MINTO, THE PYRAMID PRINCIPLE 5-17 (1995) (Chapter 1: “Why a Pyramid Structure”)
† Barbara Minto, Think Your Way to Clear Writing, J. OF MGMT. CONSULTING, May 1998, at 33-40
† Barbara Minto, Think Your Way to Clear Writing (Part Two), J. OF MGMT. CONSULTING, Nov. 1998, at
45-53
† Jon R. Katzenbach & Douglas K. Smith, The Discipline of Teams, HARV. BUS. REV., July-Aug. 2005,
at 162-171
† Mark D. Cannon & Robert Witherspoon, Actionable Feedback: Unlocking the Power of Learning and
Performance Improvement, 19 ACAD. OF MGMT. EXEC. 120 (2005)
† JOYCE S. OSLAND, ET AL., ORGANIZATIONAL BEHAVIOR: AN EXPERIENTIAL APPROACH 396-97 (7th ed.
2001)
† J. Mitchell Perry, Dealing With Difficult People in Business, MANAGE, Jan.-Feb. 2002, at 18-19

Dr. Paul N. Friga – 2008 25

 Topics to cover
26

Introduction

• Overview and objectives

• Presenter and participants
• Teaching pedagogies evolution

Case Competitions

• What are they?

• Why do them?
• How to do them well?

Field Studies

• What are they?

• Why do them?
• How to do them well?

Dr. Paul N. Friga – 2008 26

 What are field studies?
27

… Teams of students working together (most often with

faculty or practitioner advisors) to solve a real
company’’s current problem; essentially consulting
projects ranging from 1 week to 1 semester

Dr. Paul N. Friga – 2008 27

 Example 1 - Michigan
28

… One of the most formal and most developed field

study programs is at the Ross School of Business at
the University of Michigan
… They are called MAP projects –– Multidisciplinary
Action Projects
… Since 1992, students have completed over 1,180
MAP Programs for more than 600 organizations
… Teams are from 4-6 students and the MAP program
is required of all students for 7 weeks in the spring

Source: http://www.bus.umich.edu/Map/ProspectiveStudents.htm Dr. Paul N. Friga – 2008 28

Multidisciplinary Action Projects (MAP)
Making a Difference for Ross
The MAP Program is...

... an action-learning course that places

teams of first year MBA students in a
company environment to learn how to
integrate business disciplines and turn
theory and experience into valuable action.

30
The Ross MBA: The First Year

Rigorous
Leadership Action-Based
Analytical + Development
+ Learning
Foundation

Accounting Ross Leadership Multi-Disciplinary Action

Economics Initiative Projects
Finance (RLI) (MAP)
Marketing
Management
Operations
Statistics
Strategy
MAP: Beyond the Case Method
Team Formation

Discovery / Sense-Making

Problem Definition

Project Planning

Data Collection & Analysis MAP

Alternative Generation

Alternative Evaluation
Case Method
Recommendation

Implementation

Typical Business Decision-Making Process

MAP: What is a MAP Project?
„ A real business challenge
„ Significant to the organization
„ No existing solution
„ Actionable recommendations
„ Addressable within 7 weeks

The Citigroup MAP Team presents to

senior management in New York.
MAP: General Electric (USA)

Project Goal: Develop Go-to-Market Strategy for Wind Energy

MAP: Whirlpool (Russia)

Project Goal: Grow revenue through working with channel partners

MAP: American Express (USA)

Project Goal: Integrate CRM system with global branding

MAP: Project Types
„ Project topics cover a wide range of sponsor needs
– Business plan development
– Corporate strategy
– Financial analysis
– Market entry strategy
– New product launch
– Organizational change
– Process design
– Supply chain management
… and come from a broad range of corporate, entrepreneurial,
and non-profit sponsors worldwide
MAP: Project Sponsors
MAP: Sponsor Benefits
„ High-caliber team
„ Latest concepts & tools
„ External viewpoint
„ Data-driven solutions
„ Actionable recommendations
„ Fast turnaround
„ Great value (cost of travel)

“We’ve sponsored 14 projects since 1997.

Ross MAP teams consistently deliver
valuable recommendations that we have
implemented.”
- Kathy Marryat
Vice President, American Express
MAP: Student Benefits

Application and Integration

of Theory & Tools

Dynamic Real World Innovative

Sense-Making Skill-Building Problem-Solving
and
Leadership
Development

High-Performance Navigating Organizations,

Teamwork Perspectives & Cultures
MAP: What’s Next?
„ Growing the number of international projects
– China
– Europe
– South America
MAP 2009 Application Dates

September 1, 2008 Î Project Proposal

Submission Begins

December 5, 2008 Î Final Deadline

for Submission of
Project Proposals

42
 Key Dates for MAP 2009

December 5, 2008 March 9

Î Project Proposals Due Î MAP Kick-off (students
only)

January 7-11 Week of March 16

Î Students select projects Î Students start project
orientation at the sponsor
site

January 21 April 27, 28, 29, 30

Î Team assignments are Î Final Presentations

announced

43
Sponsors Requirements

Î Fill out on-line Project Proposal at MAP website

Î Appoint a Project Liaison & Alternate Liaison
Î Allow Access to Information & Personnel
Î Provide Resources:
work area, phone/fax, and copy equipment
Î Communicate travel itinerary to MAP team

Î Student Project-Related Expenses

44
 Example 2 - UNC Kenan-Flagler
46

… Student Teams Achieving Results program (STAR) sends

teams of top MBAs and BSBAs to build comprehensive
and actionable strategies for corporations and not-for-
profits seeking to strengthen their global competitiveness
(2009 will include approximately 20 teams of 6 for a
total of 120 students).
… STAR teams receive academic credit for their 4-month
engagement with their client and are guided by both an
academic faculty advisor and an executive/consultant
project leader. Currently the projects are free.
… All students must go through team problem solving training
to ensure efficiency and effectiveness
… Includes both Domestic and Global Business Projects
Dr. Paul N. Friga – 2008 46
Source: http://www.kenan-flagler.unc.edu/Leadership/Companies/STAROverview.cfm
 Other interesting examples
47

… Kansas State - mandatory consulting project for MBA

capstone (4 teams per year) Jeff Katz jkatz@ksu.edu
… HHL - Leipzig Graduate School of Management - Mandatory
consulting project in curriculum (8-10 teams per year)
Stephan Stubner stephan.stubner@hht.de
… Flagler College Case studies tied to corporate level strategic
management course involving executives and real world
problems. Thomas DeLaughter doc@flagler.edu
… Estonia Management Brains - TV game that teaches
undergraduate students about management. Marko Rillo
marko@rillo.ee

Dr. Paul N. Friga – 2008 47

 Introduction to TEAM FOCUS
48

•• A guide for any team problem-solving project

•• Based upon the author’’s experiences at McKinsey and research into best practices
What is it? at other top consulting firms and business schools
•• Note that all of the content you find herein is alive and well at McKinsey, based on
my experience and hundreds of interviews, the actual framework presented (TEAM
FOCUS) is my new, unique, and hopefully value-adding contribution

What is •• A baseline construct of the upcoming book to be published by McGraw Hill

entitled ““The McKinsey Engagement,”” including:
•• 9 Primary Areas (TEAM FOCUS) - for team problem-solving
included? •• 27 Rules of Engagement - for guiding the teams to success
•• 40 Operating Tactics –– for executing best practices

How should •• As a checklist of the most important elements of successful team problem solving ––
includes templates and examples
•• As a source of specific applications, including consulting firm projects, business
I use it? school field studies/consulting projects, business school case competitions, and
executive task forces in corporations –– any team problem solving opportunity!

Dr. Paul N. Friga - 2008

 The TEAM FOCUS Model
49

Interpersonal Analytical

F Frame
T Talk
O Organize
E Evaluate
C Collect
A Assist
U Understand
M Motivate
S Synthesize

© Dr. Paul N. Friga – 2008

 The TEAM FOCUS ““Rules of Engagement””
50

Talk Evaluate Assist Motivate

•• Communicate •• Discuss group •• Leverage •• Identify unique
TEAM

constantly dynamics expertise motivators

•• Listen attentively •• Set expectations •• Keep teammates •• Positively
•• Separate issues and monitor accountable reinforce
from people results •• Provide timely teammates
•• Develop and feedback •• Celebrate
reevaluate a achievements
personal plan

Frame Organize Collect Understand Synthesize

•• Identify the key •• Develop a high- •• Design ““ghost •• Identify the ““so •• Obtain input and
FOCUS

question level process charts”” to exhibit what(s)”” ensure buy-in

•• Develop the issue map necessary data •• Think through the from client
tree •• Create a content •• Conduct implications for •• Offer specific
•• Formulate map to test meaningful all constituents recommendations
hypotheses hypotheses interviews •• Document the key for improvement
•• Design the story •• Gather relevant insight on all •• Tell a good story
line secondary data charts

© Dr. Paul N. Friga – 2008

 51

CASE COMPETITIONS
& FIELD STUDIES
Contemporary Pedagogies for the Strategy Course

10.14.08

Slides Available for Download: www.paulfriga.com

Comments/Suggestions: pnf@unc.edu

Dr. Paul N. Friga - 2008 Strategic Management Society –– Strategy Teaching Task Force