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_4. Shaping your case analysis（II）

Shaping your case analysis () Guide to academic writing in business v

Shaping your case analysis (II) Guide to academic writing in business IV

Make a summary of case information Key points of case information that is related to your later analysis and suggestions Identify an issue/problem An issue/ problem of the focused case that need professional solutions /recommendations Assessment of case information Assess case information from a specific perspective Based on specifically- focused assessment of information it would be easier to work out feasible solutions

• Make a summary of case information – Key points of case information that is related to your later analysis and suggestions • Identify an issue/problem – An issue/ problem of the focused case that need professional solutions / recommendations • Assessment of case information – Assess case information from a specific perspective Based on specifically-focused assessment of information, it would be easier to work out feasible solutions

Propose solutions/ Make recommendatⅰon Solutions/ recommendations should Directly address the focused issue/ problem Arise from the assessment of case information Close connection between information assessment and solutions /recommendations Be specific and well focused Based on in-depth analysis by applying concepts or referring to similar practice Suitable for 1000-word case analysis

Propose solutions/ Make recommendation Solutions/ recommendations should • Directly address the focused issue/ problem • Arise from the assessment of case information – Close connection between information assessment and solutions/recommendations • Be specific and well focused – Based on in-depth analysis by applying concepts or referring to similar practice – Suitable for 1000-word case analysis

Be specific and well focused Take Experts Response as examples Case"In Search of a second act expert 2 Applying the concept of brand a brand is a beacon of positive associations that make consumers receptive to the company s new products and concepts. >To develop a well-structured innovation capabilit

Be specific and well focused Take Expert’s Response as examples: • Case “In Search of a Second Act”, Expert 2 • Applying the concept of brand • A brand is a beacon of positive associations that make consumers receptive to the company’s new products and concepts.  To develop a well-structured innovation capability

Be specific and well focused Take Experts Response as examples Case Learning to play in the newshare economy", Expert 1 Applying the concept of community in the sharing economy n the sharing economy, community is a bond around a common ideal,> To foster the community that makes sharing possible

Be specific and well focused Take Expert’s Response as examples: • Case “Learning to play in the new ‘share economy’”, Expert 1 • Applying the concept of community in the sharing economy • In the sharing economy, community is a bond around a common ideal.  To foster the community that makes sharing possible

Provide justifications of the proposed solutions Justify(证明有道理,可行 that your solutions/ recommendations are feasible/ workable/ eTTective by applying relevant concepts/theories/ principles Referring to similar business practice Pointing out the disadvantages of other options

Provide justifications of the proposed solutions Justify (证明…有道理，可行) that your solutions/ recommendations are feasible/ workable/ effective by • Applying relevant concepts/ theories/ principles • Referring to similar business practice • Pointing out the disadvantages of other options

Provide justifications Take Experts Response as examples Case Learning to play in the newshare economy",Expert 1 Applying the concept of community in the sharing economy Referring to the community construction practice by airbnb

Provide justifications Take Expert’s Response as examples: • Case “Learning to play in the new ‘share economy’”, Expert 1 • Applying the concept of community in the sharing economy • Referring to the community construction practice by Airbnb 

Provide justifications In the sharing economy, community is a bond around a common ideal. In the case of village car that might be convenience and affordability or the ability to change up you car when you want to At Airbnb we help our customers bond around common ideals: being able to stay anywhere, to meet other people, to have an adventure. the focus of our marketing is on fostering the community that makes sharing possible

Provide justifications • In the sharing economy, community is a bond around a common ideal. In the case of VillageCar, that might be convenience and affordability or the ability to change up you car when you want to. • At Airbnb we help our customers bond around common ideals: being able to stay anywhere, to meet other people, to have an adventure. The focus of our marketing is on fostering the community that makes sharing possible

Provide justifications Take Expert's response as examples Case" When the twitterverse turns on you Expert 2 Applying the principle of "do not let the haters distract us from engaging with and serving our devoted customers" by McDonald s McDonald's social media campaign of Meetthe farmers "Hater sessions" in McDonalds management

Provide justifications Take Expert’s Response as examples: • Case “When the Twitterverse turns on you”, Expert 2 • Applying the principle of “Do not let the haters distract us from engaging with and serving our devoted customers” by McDonald’s  • McDonald’s social media campaign of MeettheFarmers • “Hater sessions” in McDonald’s management 

Provide justifications When you run an airline, not everyone s going to be happy with you 100%of the time. That is true for almost any big company. At mcDonald 's we know millions love our food but we 're also a target. When I work with my teams on social media campaigns we don 't let the haters distract us from engaging with and serving our devoted customers We faced a situation like Canadian Jet's one day in 2012 when we promoted the hashtag McDstories, . we changed the hashtag to meetthe farmers, which had been successfu earlier that day in soliciting positive posts

Provide justifications • When you run an airline, not everyone's going to be happy with you 100% of the time. That is true for almost any big company. • At McDonald's, we know millions love our food, but we're also a target. When I work with my teams on social media campaigns, we don't let the haters distract us from engaging with and serving our devoted customers. • We faced a situation like Canadian Jet's one day in 2012, when we promoted the hashtag McDStories, …we changed the hashtag to MeettheFarmers, which had been successful earlier that day in soliciting positive posts …