TU-C2040 Strategy Fieldwork Marco Clemente Natalia Vuori

Agenda for today 1.Course overview 2.Course practicalities 3.Group exercise 4.Forming groups 5.How to find a company and choose a topic 6.Ethics of research and confidentiality

Course overview

TU-C Introduction to Strategic Management “The strategist”

An example... What’s the difference? Time to build: 1, 5, 10, 10+ years Jorn Utzon (15 years) $102 millionCost: original plan was $7 million

Let’s move to the construction side (Where also the fun should be…)  Address and solve a real company problem

Course overview 1.To form group of 4 people 2.To find a company 3.To identify problems or needs of the company (topic) 4.To collect and analyze data 5.To develop solution based on analysis 6.To present your solution and write a report 7.To act (in group) an opponent for one other group –To comment a project plan –To comment a project report

This Course enables… 1.“Doing” a real case (vs. thinking about it) 2.Exercise project management skills (5-month project, 2 “bosses”) 3.Learning something new about a company and industry 4.Networking with companies – well completed assignment can open positions in a form of a summer job, internship or thesis 5.Understanding if you would like to be –Consultant? –Top managers in company? –Entrepreneur?

Practicalities

Schedule for classes Four lectures –11.1 Introduction to the course –18.1 Tips on qualitative research approach –25.1 Tips on quantitative research approach – Presentation skills (Guest lecturer) –1.2 Guest lecturer from McKinsey Three guidance meetings, 20 min/group, compulsory –10.2. Natalia and Marco give feedback on a project plan –23.3. Natalia and Marco give feedback on a 1st draft of the project report –20.4. Natalia and Marco give feedback on a 2nd draft of the project report Three seminars (11/12/ ) –Groups present own reports and act as an opponent to one other group

To pass the course you need To return ALL assignments To receive at least 51 points (remember point deduction for being late with your deliverables)

Deliverables Opponent work

Grading Individual evaluation 0-50 points … points … points points … points … points … 5

Know rules of the game…Don’t miss it! MyCourses  “Materials” Brochure Instruction for Project Plan and Report Instruction for Opponent Work

Course materials The course doesn’t have one official textbook, but we suggest the following basic resource –McGivern, Yvonne (2009) The Practice of Market Research: An Introduction. Pearson Education (3rd edition). In particular Chapters 1, 2, 3. Other chapters based on the methodology chosen. –Marc. P. Cosentino. Case In Point: Complete Case Interview Preparation. Chapter: The 12 Case Scenarios

Communication Latest, updated information, and all news are always in MyCourses If you have questions about the course practicalities, please contact course assistant If you have questions about the course content, how to deal with your company, or grading please contact course lecturers and

Questions about practicalities? Passing the course? Grading? Something else?

How to take the best out of this course

Group exercise Spend 5 minutes discussing and writing down: What are your expectations for the course? Spend 10 minutes discussing and writing down: Which problems you had in your previous team work and how you solved them? Share your thoughts with us

Some learning from last year 1.Manage relationship with the company –General expectations (it is not the “markkinatutkimusseminaari”) –Compensation –On-going feedback 2.Team dynamics –Try to solve the problems within the group, BUT you must involve us before it is too late 3.Be aware of two “clients”: Company and Course –Company requirements can be different than course requirements

Forming groups

Who does NOT have a group? Each group must Consist of 4 people Have at least 1 speaking Finnish (to facilitate the communication with the company) Stay here after class

How to find a company and choose a topic

How to find a company 1.Use your personal network –Before contacting a company make your homework. Learn about company from free sources Try to think some topics 2.Check MyCourses pages –We will publish some topics in MyCourses 3.Own company

How to find topic Companies know what they need…

Criteria of a acceptable topic 1.It should create practical value for the company 2.It should require collection and analysis of primary data 3.It should be feasible within the time and resource constraints

Approval of the topic After you found the topic, please the following information to us: Name and primary industry of the company Tentative research problem and motivation for the study Tentative research approach (e.g., interviews, online questionnaire for data collection and cluster analysis for profiling customer types) to address the problem As soon as possible. Deadline: Note. Draft project plan is due

Information for companies VERY IMPORTANT – Manage expectations

Ethics of research and confidentiality

The Ethics of Research Informants (e.g., people who you will interview) –Give right information about the company and the purposes of the research –Do not mislead or lie to participants –Do not use or give personal information of participants for direct marketing or fund-raising (you need to ask permission before data collection) Research should be objective. Do not misinterpret or modify data according your own needs. If you do not find results… it is a result! (given you used an appropriate methodology) Source: Burns, A.C., Bush, R. F.. (2003). Marketing research, Online research applications. pp

The Ethics of Research Keep fair play with a client company –No hidden expenses, overlooking research requirements, or unnecessary research –Don’t share confidential information –Don’t sell results of the research which client has paid to third party –Meet the agreed schedule and costs Students should decline unethical topics –E.g. marketing of dangerous products Source: Burns, A.C., Bush, R. F.. (2003). Marketing research, Online research applications. pp

Doubts? Ask us! (Don’t do something you would not have liked to receive if you were on the other side)

Confidentiality of the Assignment Companies may ask for confidentiality –All students need to sign the confidential commitment form (MyCourses  “Materials”) and send to course assistant –If a company and group agrees that a assignment is confidential then it should be mentioned in a project plan draft and all the documents shall be signed “CONFIDENTIAL”

Recap of Coming Events Sign the confidentiality agreement and and send to course assistant Enroll your groups – DL 21.1 As soon as possible try to find a client company and topic and send an to course lecturers for approval – DL 1.2 Send the “Information to Companies” form signed to the course assistant Submit project plan draft – DL 7.2 If you do not have a group stay here