复旦大学：《学术英语（管理科学）Academic English for Business》学术英语写作教学课件_1. Structure of a case analysis

Structure of a case analysis Guide to academic writing in business i

Structure of a case analysis Guide to academic writing in business I

Business-specific academIC genres(学术语篇体裁) Case analysis Business proposal Business report Design report Letter and memo In this course: learning to write a formal case analysis(1, 000 words) Case analysis is one of the most common genres required by business courses and professional practice

Business-specific academic genres (学术语篇体裁) • Case analysis • Business proposal • Business report • Design report • Letter and memo In this course: learning to write a formal case analysis (1,000 words) • Case analysis is one of the most common genres required by business courses and professional practice

Structure of an academic genre For example A research paper is an academic genre. it is composed of Abstract Introduction · Literature review Method Results and discussion Conclusion References How about a case analysis?

Structure of an academic genre • For example: A research paper is an academic genre. It is composed of • Abstract • Introduction • Literature review • Method • Results and Discussion • Conclusion • References How about a case analysis?

Move语步1: Establishing facts/data Background information about a focused case Move 2: Identifying (ose) an issue as the focus of analysis Identification of a problem/issue typical of the case Move 3: Analysis Opinions Assessing (Fi)information (evaluation; explanation); Application of Concepts/Theories/Principles; Giving opinions(suggestions/recommendations and justification) Move 4: Closing/ Concluding Summary and making implications of the case study

Move 4: Closing/ Concluding Summary and making implications of the case study Move 3: Analysis & Opinions Assessing (评估) information (evaluation; explanation); Application of Concepts/ Theories/ Principles; Giving opinions (suggestions/recommendations and justification) Move 2: Identifying (确定) an issue as the focus of analysis Identification of a problem/issue typical of the case Move (语步) 1: Establishing facts/data Background information about a focused case

A sample case analysis Case: Culture clash in the boardroom (Almond China) Move 1: Establishing facts/data Background information about the case Move 2: Identifying an issue Identification of a problem/issue typical of the case

A sample case analysis • Case: Culture clash in the boardroom (Almond China) • Move 1: Establishing facts/data – Background information about the case • Move 2: Identifying an issue – Identification of a problem/issue typical of the case

Move 3: Analysis opinions Assessing case information (evaluation; explanation) Application of Concepts/ Theories/principles to case analysisi Giving opinions (suggestions/recommendations and justification)

• Move 3: Analysis & Opinions – Assessing case information (evaluation; explanation); – Application of Concepts/ Theories/ Principles to case analysis; – Giving opinions (suggestions/recommendations and justification)

Cases materials Fictionalized(虚构的 cases based on real business practice selected from Harvard Business Review Can you win back online shoppers? a brick-and-mortar retailer searches for a response to showrooming Learning to play in the new share economy Can an auto rental company fully integrate its car sharing start-up without losing customers? When the twitterverse turns on you An airline's social media contest backfires. How should the company respond?

Cases materials Fictionalized (虚构的) cases based on real business practice selected from Harvard Business Review • Can you win back online shoppers? – A brick-and-mortar retailer searches for a response to “showrooming” • Learning to play in the new share economy – Can an auto rental company fully integrate its car￾sharing start-up without losing customers? • When the twitterverse turns on you – An airline's social media contest backfires. How should the company respond?

Cases materials From niche to mainstream Can a Japanese rice cracker company move from the Asian section to the snack food aisle? In search of a second act Riding the popularity of a great first product is easy; finding the next one is hard Who should take the fall In the wake of a security breach, the board demands a scapegoat

Cases materials • From niche to mainstream – Can a Japanese rice cracker company move from the Asian section to the snack food aisle? • In search of a second act – Riding the popularity of a great first product is easy; finding the next one is hard. • Who should take the fall – In the wake of a security breach, the board demands a scapegoat

Cases materials Target the right market A software company debates its strategic focus. Competing against bling How can an understated watch brand stand out in ching Second thoughts about a strategy shift How much time should a retailer give a new pricing model?

Cases materials • Target the right market – A software company debates its strategic focus. • Competing against bling – How can an understated watch brand stand out in China? • Second thoughts about a strategy shift – How much time should a retailer give a new pricing model?

After class Decide on a case for your writing Think about solutions to the case Search for relevant resources for your analysis

After class • Decide on a case for your writing • Think about solutions to the case • Search for relevant resources for your analysis