2. Reflections on 3 Cases Scott Swinton AAEA Case Study Workshop, Long Beach, CA, July 27, 2002

3. RAE Case Publishing (A Brief Commercial Interlude) Guidelines for RAE Case Studies –How to differentiate RAE from IFAMR? Types of cases we’d like to see more of: –Public policy (esp. environmental) –Quantitative –Research cases of all stripes Creative submissions on teaching methods also encouraged

4. What makes a decision case current & provocative? Concise writing, brevity –Exhibits in Zeneca vs. Apples Real people Engaging, journalistic writing style Chronological sequence Ends with decision to be made in the present –Ending of Zeneca vs. Apples

5. What creates learning opportunities in a decision case? Incomplete analysis –Leaves room for the enterprising student to make a mark –Contrast analysis process described for Steve (Zeneca) vs. Becky (Apples) Unresolved outcome  fertile discussion –No “right” answer

6. Pioneer Argentina IPR Research case –Presents complete objectives & analysis, rather than withholding as teaching cases often do –Deductive reasoning Sequence –Introduced problem & identifies research gap –Theory & empirical lit overview –Method: Natural paired comparison single case –Results & discussion (21 of 31 pages) –Conclusions –Bibliography

7. How does case persuade that its inferences can be extrapolated? Natural paired comparison: Hybrid corn guards IP; open-pollinated soy does not Paired IPR regimes: Argentina (weak IPR) vs. USA (strong IPR) Single firm  Homogeneous management Thorough lit review Structured interview method & text analysis

8. Does IPR case succeed? At thoughtfully comparing firm-level soy vs corn seed marketing management? At proving the effect of weak IPRs on corn & soy seed market in Argentina? At measuring welfare effects of weak IPRs on host country? (primary objective of case)

9. Zeneca, PLC Teaching case Clear focus on brand strategy Versatile potential for teaching strategy –“Soft” strategy analysis for class discussion –“Hard” quantitative calculation of brand value (e.g., for homework assignment) Concise & decision-focused

10. Zeneca (2): Exhibits Exhibits provide useful detail Use of exhibits for background detail (Steve’s research into brand value) keeps flow & decision-focus of case undiluted All exhibits useful & cited

11. Zeneca (3): Teaching Note Well structured: –Summary –Teaching objectives –Analysis (incl. numerical calculations) –Supplementary info for teacher (gives semblance of greater expertise) –Concisely written

12. When Apples Come In Teaching case Clear focus; excellent content; innovative integration of statistics into a case Style didactic & not exciting –Protagonist Becky Lee does all the work

13. Apples (2): Exhibits No exhibits (but tables & figures proxy) Exhibits that might have been: –Quote a statistics text on sample size formula (Did Becky really know it, or did she look it up?) –Apple size distribution data: Give data on Top Red strain numbers and let students calculate Z-statistics

14. Apples (3): Teaching Note Teaching note was included in text –This tips the hand of the teacher –RAE policy now to exclude note from text Teaching note: What might have been –Intro page opens note (summary, teaching objectives, lit contribution on stat case) –Let students calculate alternative confidence intervals (with last 2 figures given in teaching note, or only parts included in case)

15. Cases by the numbers Length w/ note (pp) TextExhibits Teach. Note Zeneca3517%51%32% Apples1385%0%15% Pioneer IPR 5660%40%0%