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Experience on case writing

Dive into the art of case writing with insights from Marcus M. Larsen, who has successfully published numerous cases with Ivey Cases, achieving over 8,000 downloads. This guide outlines a structured approach to case writing, detailing essential elements like identifying dilemmas, key questions, and protagonist backgrounds. Discover practical tips on data acquisition, narrative style, and the importance of engaging storytelling. Learn to create compelling cases that resonate like creative nonfiction rather than traditional academic reports.

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Experience on case writing

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  1. Experience on case writing Marcus M. Larsen/SMG mml.smg@cbs.dk

  2. Case writingexperience • Numerous cases published with Ivey Cases • LEGO, Coloplast, Bestseller, Carlsberg, Nokia, Vestas (threetranslatedintoChinese) • 8,000+ downloads

  3. My approach to case structure • Introduction/prologue • What is the dilemma? • What is the keyquestion(s)? • Who is the protagonist? • Company background • History, financialbackground, keypeople, organization, products, markets, competitors, etc. • The narrative • Whatare the key events that led to the dilemma? • How canwe understand the dilemma from multiple perspectives? • (Conclusion/epilogue) • Recap dilemma and keyquestion(s)

  4. Writing tips • Make it a narrative/creative non-fiction – NOT ACADEMIC! • “Ultimately, the primary goal of the creative nonfiction writer is to communicate information, just like a reporter, but to shape it in a way that reads like fiction” (Gutind 2007; The Best Creative Nonfiction) • Useplenty of quotes • Either from interviews or from secondarysources • Includeplenty of appendices • Remove all mundane information from the case itself

  5. Practicalities • Obtaining data: a question of what the dilemma is! • From the case companyitself • Interviews, observation, internalcompanydocuments, etc. • From publiclyavailablesecondarysources • Newspapers, magazines, industryreports, companypressreleases, etc. • Dealing with case company • It is free marketing! • Who is the keycontact person? • Obtaining the content to use

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