Case Studies in Marketing

Preface

There are considerable differences in the understanding of the process of case-study methodology of education among faculty, students and even case writers. The presence of multiple perspectives is natural and to an extent desirable for the proliferation and continuous improvement of this pedagogy. The case study method helps in learning how to apply theoretical concepts to business contexts. It has been perceived to be akin to a ‘laboratory-like’ simulation of real-life business situations where ‘stakes’ are limited (as the decisions are only discussed and not implemented), errors are not costly and hence many experiments could be conducted. Thus learning is through active participation, experimenting with ideas and analytical processes. ...