哈佛商學院的案例教學(Case Method at Harvard Business School)

余方國 Frank Fang Kuo Yu

03/23/2014

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Inside the HBS Case Method

·2007/2010/2013 Video

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大綱 (Agenda)

什麼是案例 (What is a case?)

案例教學的核心原則 (Core Principles of Case Method)

案例教學的流程及課堂 (Process and Classroom)

案例教學的教與學 (Case Method Teaching and Learning)

案例教學的視頻 (Video about Case Method)

參考資料 (References)

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什麼是案例? (What is a case?)

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星巴克案例內容 (Starbucks Case)

Christine Day and the decision about investing $40 million annually in 4,500 stores, i.e., 20 hours of labor a week per store

Company Overview

The Starbucks Value Proposition

Delivering on Service

Competition

Caffeinating the World

Starbucks’Market Research: Trouble Brewing

Rediscovering the Starbucks Customer

Exhibits 5

什麼是案例? (What is a case?)

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什麼是案例? (What is a case?)

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多媒體案例 (Multimedia Case)

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漫畫案例 (Graphic Novel Case)

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什麼是案例? (What is a case?)

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什麼是案例? (What is a case?)

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什麼是案例? (What is a case?)

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什麼是案例? (What is a case?)

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什麼是案例? (What is a case?)

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案例教學的核心原則 (Core Principles)

以教師做引導、以討論為基礎的學習 (a form of instructor-guided, discussion-based learning.)

從以演講為中心到以參與者為中心的典範轉移 (a paradigm shift from the lecture-based approach to the participant-centered method.)

以案例主角的角度思考及處理真實情況下的真實議題 (think and act like a protagonist dealing with a real problem in a real-life situation.)

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知識/技能/認知 (Knowing/Doing/Being)

知識 (Knowing)

- the facts, frameworks, and theories that make up the core understanding of a profession or practice

技能 (Doing)

- the skills, capabilities, and techniques that lie at the heart of the practice of management

認知 (Being)

- the values, attitudes, and beliefs that form managers’ world views and professional identities

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案例教學的流程和教室

流程 (Process)

- 自習 (individual preparation)

- 小組討論 (group discussion)

- 課堂討論 (class discussion)

教室 (Classroom)

Designing and Executing Strategy - ChinaHarvard Center Shanghai, 2011

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教案例 (Teaching Cases)

案例教學計畫 (Teaching Note)

- Teaching Plan/Purpose/Approach

- Suggested Assignment and Blackboard Plan

- What Happened in Real Life

參與者中心學習 (Participant-Centered Learning)

- Global Colloquium on Participant-Centered Learning

- Questioning, Listening, and Responding

- Cold Call, Role Play, Voting

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星巴克案例問題 (Starbucks Assignment)

Why has Starbucks been so successful?

Is Starbucks facing a critical problem in 2003? Why have customer satisfaction scores declined?

How has the customer base changed over time and how has it affected Starbucks’image?

What should Starbucks do to ensure that the customer is highly satisfied?

How valuable is a highly satisfied customer to Starbucks?

Should Starbucks make the $40 million investment in labor in the stores?

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* design and use questions to trigger discussion!

* determine what the real problem is and ask the right questions!

學案例 (Learning Cases 1/3)

·How cases help you learn·How to prepare a case·What happens in class·How you can get the most out of the process

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學案例 (Learning Cases 2/3)

·How discussion groups work·Benefits of a discussion group·Best practices·Tips for designated discussion group leaders

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學案例 (Learning Cases 3/3)

研究個案時應該把自己想成當事人, 設身處地分析及決策, 然後在課堂上表達你的觀點.

As you review their cases you will put yourself in the shoes of the managers, analyze the situation, decide what you would do, and come to class prepared to present and support your conclusions.

隨時聯繫個案的情境和自己的工作, 思考有什麼地方是可以借鏡的.

Constantly relate the topic and case at hand to your business no matter how remote the connection seems at first; It's not whether it relates, but how.

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案例教學視頻 (Video about Case Method)

James E. Austin: Participant-Centered Learning (33:48)

David A. Garvin: R. R. Donnelley & Sons (31:57)

Robert D. Austin: e-Types (28:37)

Howard H. Stevenson: R&R (01:34:00)

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參考資料 (References)

Harvard Business School — Case Method in Practice (http://www.hbs.edu/teaching/case-method-in-practice/)

Harvard Business Publishing — Cases (http://hbsp.harvard.edu/product/cases)

Harvard Business School — Rethinking the MBA (http://www.hbs.edu/rethinking-the-mba/)

哈佛商學院 — 高級管理培訓 (http://www.exed.hbs.edu/cn)

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感謝 (Thanks)

本文內容整理了個人在哈佛上海中心的學習經驗、哈佛商學院的公開材料、以及網上資料。如有知識產權相關問題, 請以郵件連繫本人。

The content in this talk is based on personal experience in Harvard Center Shanghai, the materials published by Harvard Business School, and the documents found on Internet. For any copyright concerns, please contact me through franky07724@yahoo.com.

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