This document discusses approaches to writing and teaching entrepreneurship cases. It begins by defining what a case is - a story of a real-life situation that allows students to grapple with real-world business decisions. The document then covers various case formats and types, including opportunity-creating cases focused on effectuation and decision-making cases involving analysis. It provides an example case outline and structure and discusses best practices for case writing such as determining objectives, preparing for interviews, and telling an engaging story.

1. Approaches to Writing
and Teaching an
Entrepreneurship Case
Prof. Candida Brush
Franklin W. Olin Chair- Entrepreneurship
Chair – Entrepreneurship
Babson College
Manizales, Colombia March 14, 2014
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2. Agenda
A. What is a Case?
B. Writing a Case
C. Case about a Case
E. Final Thoughts about Case-Writing
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3. What Is A Case?
What a case IS…
 A case is a story of a real
life situation
 A metaphor for larger,
more general business
problem
 Allows students a chance
to grapple with a real
world decision
What a case is NOT
• Not a piece of research
• Should not be written with
an agenda (i.e. let’s see
what we can find out
about how company X
develops its software)
• More than a “description”
of a situation or company
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4. Cases?
• Democratic versus patriarchal as in lecture method
• Entrepreneurship is not an exact science
• There is often no single right answer to a business
problem
• Experiential for the students
– Student learn more effectively when actively involved in
the learning process.
– Cases help to sharpen analytical skills, must use
quantitative and qualitative evidence to support your
recommendations.
• Art and skill for the professor
• Allows for the integration of multiple disciplines
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5. Using Cases
• How do you use cases?
• What are challenges you have
in using cases?
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6. What is a GOOD Case?
A good story
Engaging characters, dialogue
Relevant to the student lives
Involve decisions that must be made by
the characters and students.
Require some analysisBabson Executive Education

7. Why a Case?
• Replace dated materials
• New entrepreneurial skills, knowledge
• New business sector, industry
– e-commerce, global start-up, social new venture)
• Address current economic/trade, regulatory,
social, technology, environmental issues
• Increase diversity of protagonists
– family, female, immigrant
• New forms organizations
– angel groups, strategic alliances
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8. Case Formats
Delivery
Paper/Electronic
Wiki
Video
Slide
Structure
Platform
Note
Series
Comparison
Mini
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9. Types of Entrepreneurship
Cases
2 DECISION-MAKING CASE
1 OPPORTUNITY-CREATING CASE
3 IMPLEMENTATION/SCRIPTING CASE
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10. 1. The Opportunity-
Creating Case
This form of case is heavily influenced by the work of Dr. Saras Sarasvathy and her entrepreneurship
theory of Effectuation. For a comprehensive description see: Sarasvathy, S. D. (2008). Effectuation:
Elements of Entrepreneurial Expertise. Northampton, MA: Elgar.
Who am I?
What do I know?
Whom do I know?
What do
I do?
What do I
do
NEXT?
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11. 2. The Decision
Making Case
Opportunity Resources
Team
Creativity Leadership
Communication
Business Plan
Fits and gaps
Founder
The Timmons Model
J. Timmons & S. Spinelli (2009) New Venture Creation
- Opportunity is present
- Goal directed behavior
- Options driven
- Business plan driven
- Critical decision point
- Need to avoid failure
- Go or no go?
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12. 2. Decision-Making Versus
Opportunity-Creating
Large
amounts of
information
analyzed to
narrow down
options, evaluate,
and make
decisions.
Every input
(actions,
information,
resources)
expands the possible
opportunities
available.
Decision-Making
Cases
Opportunity-Creating
Cases
ManagerialAnalysis
EntrepreneurialThinking
Source: Heidi Neck, 2009
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13. 3. The Implementation/
Scripting Case
This case model is based upon the case format and approach developed
by Mary C. Gentile Ph.D, for the Giving Voice to Values curriculum
(www.aspenCBE.org).
 Protagonist has already decided what to do
 He/she needs to get it done…
• Create scripts
• Build action plan
What is the protagonist position?
What’s at stake for all involved?
What are the objections (reasons
& rationalizations)?
…what is the most persuasive response?
What additional information is needed?
What are the next steps?
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14. Three Case
Study Approaches
Case Study Approaches
1.Opportunity-
Creating
2.Implementation/
Scripting
3.Decision Making
Focal Questions Who is entrepreneur?
What does the
entrepreneur know?
Whom does the
entrepreneur know?
What does the entrepreneur
say? How can the
entrepreneur get it done?
What information is needed?
What’s the problem or
opportunity? What are the
options? What’s the best
decision?
Approach Effectuation Persuasion Causation
Teaching
Objective
Engage students in the
process of creating
Engage students in the
process of scripting and
action planning
Engage students in the
process of managerial
decision making?
Best for… Discussing the emergent
side of entrepreneurship
Working through challenging
situations at startup and
beyond
Using or demonstrating
analytical tools for analysis
Length Short/Medium/Long Short Long
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15. ICO Inc. Tour
July 18, 2012
http://www.youtube.com/watch?v=m32onPAzlI4
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16. Parasite-resistant
parents spawn eggs &
sperm
Oysters are sequentially
hermaphroditic
(switch genders)
External fertilization
observed under the
microscope
Brood Stock – Fertilization
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17. 4 larval tanks each hold
1 million oysters
Filters of different micron
sizes help determine
density and growth
Shore Gregory, VP of
Business Development,
explains the hatchery
and oyster life stage
process
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18. The Maritime School leases dock space to ICO for the larger upwellers.
Density checks and cleaning takes place every day.
Lower right photo = oyster wasteBabson Executive Education

19. Town of Duxbury leases 65 of 10,000 acres to oyster farmers
Land otherwise considered barren
Oysters moved to floating nursery
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20. Babson Executive Education

21. First Steps to Create Interview
Protocol
What information do
the students need?
What are my teaching
objectives?
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22. A Case about Writing a Case
– Reflect on the video.
– Read the handouts
– Discuss in teams:
• What might be issues for a case about Island
Creek Oysters?
• What type of case might this be?
• What might be a learning objective/framework
for a case?
• List 4-6 questions you would ask in the initial
interview with the founder.
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23. Interview
Plan
Chronological
Talking Points
Island Creek Oysters
Plan for the Session:
Introduction to us- our background
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Purpose and Process
Why a case, how it is used what students gain
from it
Process of case-writing- number of interviews (3
approx), timetable (by Aug), draft case, releases
Structure of the Interview Session #1
Background
parents, education, experience, departure point,
motivation to launch, early growth, first employees,
resources
Products/services, customers, brand
Business model, operations, culture
Key decision points
doubts, challenges, what went wrong
Growth and future plans
Plan for next Interview, timetable going forward
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24. Typical Case Outline
Opening Drama
Entrepreneur(s)
The Idea
Opportunity recognition
Convergence of Factors
Primary Challenges
Team
Funding
IP & Technology
Scaling
Competitive environment
Summary Drama
Questions
Exhibits/Appendices
Issues embedded
in a chronological,
journalistic
storyline
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25. Skip Bennett Case Structure
•Setup
•Introduce Case
Protagonist
Opening
•Early foundations
•Education
•Early stakeholder
connections
•Licensing
opportunities
Entrepreneur
Biography
•Initial resources
•Costs and finances
•Learning by doing
•Surprises
•More stakeholder
connections
Action &
Opportunity
Biography
What Should Skip
do Next?
?
Bird-in-Hand Principle
Crazy Quilt Principle
Crazy Quilt Principle
Affordable Loss Principle
Lemonade Principle
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26. Island Creek Oysters (B) Case
Structure
• Dilemma –oysters
are dying
• Introduce Case
• Leadership Team
Opening
•Early foundations
•Market success and
strategy
•The industry
•Business model
•Social Responsibility
Company
Background •Economic
consequences of
the situation
•Costs and finances
•Possible choices
Dilemma and
Options
What Should
ICO do Next?
?
Business model analysis
Options for changing business model
Risks/costs to strategy
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27. • Synopsis of case
• Goals and objectives of case
– Main issues
– Relevant courses where case applied, placement
in course
– Relevant readings: to assign or for background
• Assignment questions
• Pedagogy
– A plan for leading the discussion, timing & flow
– Teaching suggestions
– Additional background readings, theory/framework
– Board plan
– Key points to emphasize
The Teaching Note
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28. Process of Case
Writing
• Selection
– Sources, criteria
• Preparation
– Background research, timetable,
objectives, the interview guide
• Engagement
– Liaison, expectations, questions
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29. Babson Executive Education

30. Final Thoughts
on Case-Writing
• Case opportunity = person/company + need in
curriculum
• Create teaching note outline first- concept &
framework, identified
• Have two or three key objectives in mind, what
theory/principles are relevant
• Be clear about expectations up front
• Listen for surprises—can add interest
• “Show” rather than “tell”
• Quotes are critical
• Tell an interesting story, make it enjoyable to read,
help the student experience the situation
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31. END Part I
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