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What the case study is, for what, and how

What the case study is, for what, and how. Jer-san Hu, Professor Fu-Jen Catholic University Dept. Business Administration. Case study － what is and what for. What is case. Definition: the phenomena in specific context.

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What the case study is, for what, and how

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  1. What the case study is,for what, and how Jer-san Hu, Professor Fu-Jen Catholic University Dept. Business Administration

  2. Case study－ what is and what for

  3. What is case • Definition: the phenomena in specific context. phenomena: institution/ event/ activity which could be identified separately. specific: uniqueness/ extraordinary / falsification worth. context: grounded in the circumstance, timing, culture etc., background of the phenomena.

  4. What the case study for • Academic field: journal papers • Practical field: technical reports, consulting • Education field: on job training－speech, case exercise college course－case discussion • Business field: reports of commercial publications teaching materials (case text)

  5. Highlights of case study / (qualitative research)

  6. The meaning of case study • Case study is a study design which focus on the inquiry of a specific phenomenon (ontology) , with the mind of interpreting inner logic of research subject (epistemology), through the designed process of data gathering and qualitatively analytic method to deduce the grounded theory (methodology).

  7. Characteristics of case knowledge • Knowledge originality: subject vs. object • Theory system: idiosyncratic vs. nomothetic • Knowledge validity: falsification vs. verification • Knowledge formation: induction vs. deduction

  8. The critical requirements for a successful case study • Is there interesting or novel concepts in • Is able to inject the concepts to a theoretical domain • Is the boundary of case obvious to contact • Are the case data able to gather • Are the researchers qualitative oriented

  9. How to conduct a case study

  10. Case study (qualitative research ) process • Case related studies includes: academic case study, diagnostic study, action research, clinic study etc. • Case study conducting: finding out a interesting phenomena/ basic information gathering and inferring imagination/ judgment of theory content/ research design/ data gathering/ analysis and abstraction/ inferring and theory constructing/ writing

  11. Basic Qrg. inf. Data File Researcher focus File Empirical Data Pre-understanding Materials in Researching Inquiry 個案研究(詮釋主義)過程設計 相關領域文獻研讀 企業實務接觸 與理論近似 的企業案例 個案基本特徵探索 理論領域基本架構 企業訪談觀察 個案行爲的觀念性投射（隱含架構；Implication Framework ;reflection of reference framework 依照隱含架構 收集證據資料 研究討論 觀念建構與命題的修正 資料分析與案例詮釋 命題的實證 觀念間關係命題的建立 個案之自足性理論 資料來源：胡哲生，2002.3.5 臺灣企業之價值網路案例研討，講義，國立雲林科技大學 企業管理系 11

  12. 個案(詮釋)研究步驟 • 研究啟動 • 進入現象初步探索 • 彈性化研究設計 • 質性資料收集與整理 • 質性資料分析－理論呈現 • (期刊)論文撰述 • 論文編輯修辭

  13. 1、研究啟動 • 與實務現象的接觸 學位論文(個案類)、產業專家演講、媒體專文報導、實務工作者交談 • 對實務現象內部蘊含觀念邏輯感受 業者解釋專文說明的邏輯與重點 • 實務現象中所蘊含理論的價值判斷 （實例解說－投影片）

  14. 2、進入現象初步探索 ‧標定研究現象收集既存的初級資料 學位論文個案描述、機構出版品、報章雜 誌、網路資訊、上市資料。 ‧預建「現象」的檔案格式 企業個案(製造業、服務業、餐飲休旅) 事件案例、產業案例 ‧將次級資料剪貼至檔案格式內 （實例解說）

  15. 3、彈性化研究設計 • 選擇有意義或理論價值的研究主題 • 閱讀個案進行資料編碼，體會特定(編碼後) 資料可串構出的行為想像(三分資料加三分 想像) • 列出個案內各項管理行為的體會 • 選擇其中有研究價值的主題，包括：學域相關性；理論新穎性、深入性；勿過於廣泛龐大 （實例解說）

  16. 4、質性資料收集與整理－完整的 故事描述 • 資料取得 ·針對選定之主題，就既有資料體會與想像其可能的行為情節，設法尋找可以”彌補或證實/否定”情節的證據，將新資料填入既有描述的故事情節內，再檢視案例描述的邏輯、完整性。 ·計畫與確認資料來源的取得方式與適當性。 ·收集資料方法(訪談、觀察、檔案文件、經驗、紀錄)

  17. 展現資料的觀念與邏輯－繪圖（廣告公司國際合併案例）（福懋興業國際合作案例）展現資料的觀念與邏輯－繪圖（廣告公司國際合併案例）（福懋興業國際合作案例）

  18. T(J) (J) (T) U(T) U(T) (T) (J) T(J) (T) T(J) (J) ? + + ? (J) T(T) U(T) (J)&(T) T(T) U(J) T(J) U(T) ? ? (T)

  19. 觀念的資料實証－編碼製表

  20. 5、理論呈現─歸納與推論 • 編碼的觀念定義與命名(keyword檢索相關論文) • 「觀念」變項的相關性說明，及佐證文獻的引用 • 評估觀念、邏輯的理論對應性，即可參考價值 • 建立完整的觀念架構圖 • 建立理論化的關聯命題

  21. 體悟與陳述現象中的理論意義 • 命題1：因應特定市場經營特性，企業須整合能分享「產品知識」及「市場知識」資源的支援商，獲得能提供市場價值所需的完整資源，形成特定市場對應的資源依賴。 • 命題2：由於市場對應性的資源依賴，會形成以「產品/市場」為中心的資源鑲嵌性(resource embeddedness)，廣告代理商對顧客（產品行銷商）為長期穩固的合作關係。 • 命題3：企業開拓海外市場時，囿於「產品知識」的資源鑲嵌性，需要廣告代理商提供一致的行銷推廣服務，要求代理商從事併同性(bundled)的海外投資，造成代理商追隨性國際化策略。 • 命題4：廣告代理商對併同投資顧客在新市場的服務，囿於對當地市場之「市場知識」的欠缺性，造成對當地競爭資源的需求。 • 命題5：跨國市場內不同產品的行銷者，拓展對方市場時，因為雙方廣告代理商對對方「市場知識」資源需求，形成廣告代理商在跨國市場的對稱性資源互補。 • 命題6：跨國市場上的廣告代理商，囿於對兩方市場知識的共同需求而進行合併，擁有強勢之資源優勢者，具有較高的併購主導權。

  22. Relationship Context Source Of Motivation Resource Acquisition Behavior Strategic Decision (P2) resource embeddedness Ad. bundled FDI (P4) Prod K abundancy & (domestic) market K. shortage I .M. bi-market K. integrating (P6) K . supplementing (P1) (P3) marketer - prod. K. (P5) Symmetric resources complementary Marketer FDI Product marketer in bound investment Ad. agency bundled investment

  23. Highlights of case study effort ( same to qualitative research ) • 多聽聞(趣聞、事件、處置) • 深體會(想像、拼凑、自述) • 慎判解(勤讀、論點、解讀) • 勤取證(傾聽、記錄、速理) • 敘故事(情節、合理、完整) • 精粹煉(觀念、邏輯、架構)

  24. 質性文章的敘述風格與格式

  25. 質性期刊論文風格 章節結構彈性化 依據期刊風格調整 共同重視研究深入性與創新性 分析發現與理論對話為重點

  26. 1.分析直述結構(linear-analytic structures) 彷實證論的論文格式： 研究現象或問題(issues on problem being studied) 相關文獻探討(review of the relevant prior literature) 研究方法與過程(methods, process) 分析發現(findings from the data collected and analyzed) 結論與意涵(conclusions and implications from the findings)

  27. Title: Cooperation and competition in relationships between competitors in business networks. • Journal: Journal of Business & Industrial Marketing. • Issue: 1999, vol. 14, No.1 178-193. Introduction 0.8P The degree of cooperation and competition (Analysis of competition/ Impacts of relationship / Different types of relationships / mutual understanding) 2.0P Four Types of horizontal (Coexistence/ cooperation relationships / competition/ coompetition) 2.0P The Empirical study (the rack and pinion industry/ Co-existence and competition between the Swedish producers of construction lift/ The relationship between Alinak Lid and its competition in the platform segment/ The living industry) 7.0P Managerial implication (managerial implications/ suggestions for future research) 2.5P

  28. 2.比較結構(comparative structure) • 對同一現象，因為研究觀點不同而會有不同意義模式時，研究報告可以重複的以不同觀點敘述現象，同時產生該觀點下理論模式，撰寫順序： • 研究現象與對其觀察角度之必要性 • 研究方法與過程 • 特定觀點1的現象描述、理論模式、支持文獻 • 特定觀點1的(相同)現象描述、理論模式、支持文獻 • (重複) • 結論與理論體系

  29. Title: Developing Rulers for new markets. • Journal: Journal of the Academy of Marketing Science. • Issue: vol. 28. 1 31-44. Abstract (no section title) & (conceptual framework) 1.5P New market: understanding the new environment Calibrating the ultimate appeal of a new Product using static model 1.5P Dynamic models: Forecasting the evolution of sales over time 1.0P Calibrating new players 1.4P Calibrating Encapsulated 0.5P New rules for exploiting new market 1.0P Advances in marketing mix management 1.0P Emerging strategies to improve customers management 2.0P Integrating emerging marketing practice 1.0P Conclusion 0.2P

  30. 3.序時性結構 按照現象的過去到現在，依照該現象確切的時空情境之不同，割分為不同的演變歷程，由過去至現在的順序，描述現象。再以研究者的理論觀念，彙整不同階段之資料，建立並比較不同階段之觀念理論的變動。 • 研究現象的過去與現在演變 • 相關文獻啟動之研究觀點 • 研究方法（尤其著重資料來源與整理） • 階段性的現象描述與觀念理論（重複不用階段） • 階段整合與製表（圖）分析比較 • 階段演變的法則 • 結論與意涵

  31. Title: understanding “strategic learning”: linking organizational learning, knowledge management, and sensemaking • Journal: Organization Science • Issue: 2001, 12(3), 331-345 • Author: James B. Thomas, Stephanie Watts Sussman, and John C. Henderson Introduction (1.5 p) Context of inquiry (1.0 p) Methods: Informants Data collection: phase 1—orientation and overview Phase 2—focused exploration Phase 3—member checks Confidentiality Analysis: first order domain analysis (&) second order interpretation (2.5 p) Findings: Defining the event set— a telescope, not a vacuum cleaner Real time observation Knowledge acquisition—designing the team Modeling the collection process Minimizing bias Exploration and exploitation Interpretation—a distributed dialogue Classification Packaging the product—knowledge assimilation— Quality for assimilation Computer-mediated communication for soliciting input Knowledge-base attribute for storage and retrieval Multimedia for tacit knowledge transfer (6.5 p.) ( all the structured content description is portrayed in figure 2.) Discussion: (figure3 emergent model of strategic learning) (2.4 p.)

  32. 4、理論建構與觀念架構（Theory construction and framework) • 某些實務現象的分析、診斷建議、政策評估，是依據特定理論進行思考分析，所以會以理論推演的順序敘述案例現象，有效的達到應用理論分析現象的目的。 • 研究現象的問題特性，與分析理論必須性 .相關現象描述，現象評論 （重複前項工作） 理論觀念1 理論觀念2 理論觀念3 ․ ․ （理論系統)․ • 結論 • 管理意涵

  33. Title: Organizing for network synergy in logistics A case study • Authors: Jari Juga … • Journal: International Journal of Physical Distribution & Logistics Management • Issue:25(2), 1996 Introduction· . Synergy benefits in networks—The synergy concept Network organization Network synergy in logistics Organizing for network synergy in practice-- The case company. Antecedents for logistics redesign. Focus on flows and processes The order-to-delivery process Changes at business units Emerging network effects Discussion

  34. 5.懸疑式結構（suspense structure） 與直述分析結構截然不同；本類文章的敘述將現象分析的答案（建議、評估成果）或結果置於文章之首，再逐步展開對前述答案的解釋。其他不同的疑問及解釋依序敘述之 • 現象描述與解決方案或結論 • 解決方案1.的理論依據與說理 • 解決方案2.的理論依據與說理（重複） • 結論與意涵

  35. Title: Making sense of network dynamics through network pictures: A longitudinal case study Journal: industrial marketing management Authors: David Ford; Michael Redwood 1 Introduction 1 p 2 Making sense of changing times .2 p 2.1 The development of the leather industry in the 19th Century and the Booth Family of Liverpool .3 p 2.2 The United States in the network .5 p 2.3 The Booth family in the network .8 p 3 Interpreting network entry in the case .8 p 4 Interpreting technology in the network .5 p 4.1 Managing technology in the network .7 p 5 Interpreting network pictures and network outcomes 1.4 p (fig.1) (fig.2) 6 There is no hope 1.8 p (table1) 7 Conclusion 1 p

  36. 6.無順序結構(un-sequenced structure) 當現象內部的行為解析，即便可以分成不同次課題，或不同的觀念、角度，但是它們彼此間並無關聯性，可以獨立存在為單獨章節。此時便以研究者興趣，以能提升論文閱讀效率或興趣為目的擬定撰述章節。 • 象區塊1描述與解析 • 現象區塊2描述與解析（重複） • 現象的整合意義與綜合解析 • 結論與意涵

  37. Title: Value networks—the future of the U.S. electric utility industry • Authors: Michael Weiner, Nitin Nohria, Amanda Hickman, Huard Smith • Journal: Sloan Management Review • Issue: 1997 ( no section title) 0.5 p Three forces driving changes—Regulatory and political forces 1 p Market forces .8 p Technological forces .5 p Five projections about the future—Prices .5 p Contracts .4 p New products and services .4 p Global scope .4 p Information intensity .5 p Six fundamental segments of the industry—Generation companies 1 p Intelligent transmission network .5 p Distribution companies .8 p Energy services 1 p Power markets .4 p It products and services .6 p Value network alternatives--Regulated value network 1 p Virtual value network .4 p Customer designed value network .3 p Summary .5 p

  38. Utilizations of case study result

  39. 學術項度 質性學術報告 研究導向 詮釋、植根、田野 • 理論建構 • 經驗 • 比較 • 研究 • 改善 • 創新 • 評估 • 診斷評估 • 研究 • 技術 • 報告 • 歷史與 • 案例比 • 較研究 • 事件紀錄 • 、檔案 實務現象 • 歷史紀錄 • 改善創新 實務教學演練 實務專題 個案研討 專題報告 個案報導 • 教學導向 情境 策略 結果 現象描述 實務研究的類別 應用項度

  40. 實 踐 層 級 效 益 觀 念 層 級 效 益 基礎研究 基礎研究 A2 A1 應用研究 應用研究 一般化邏輯演繹 案例式歸納綜合 案例式歸納綜合 一般化邏輯演繹

  41. Thanks for the meeting and the opportunity to present.Hope the experience exchange.

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