07 May WHAT ARE THE COMPONENTS OF A GOOD MULTIMEDIA CASE ANALYSIS?
By using video clips of the interviewees, the cases offer an added personal dimension
that might not be evident form a simple text version of the case. Seeing and hearing an
individual speak can introduce a human dimension into analysis sometimes inspiring
students to sympathize with the interviewee and understand some of the emotions and
thoughts that might surround a case. 4
What are the components of a good multimedia case analysis?
As alluded to above, we did not invent the teaching case. As an analogy, what we are trying to
do is build a better mousetrap. At the end of the day we do not want to throw out the best
features of a traditional case. We simply want to alter its form and deliver it in a different
manner. Many of the features of a good case analysis remain the same. Simplified, a good case
analysis should include:
• A brief introduction that summarizes the issue and its importance
• A set of realistic alternatives
• A set of criteria that can be used to choose among the alternatives
• A solution to the issue derived from the alternatives
• A justification for the chosen solution as well as a justification for each alternative not
chosen as a solution based on the selection criteria
• A conclusion that highlights the favoured solution
• Where needed, a series of logical steps to be followed to implement the chosen solution
along with a discussion
• A discussion of the managerial and financial implications for the organization of
adopting the chosen solution and (if needed) implementing it.
• Communication ofthese ideas using appropriate paper formatting, accurate spelling
and grammar as well as clear and concise writing style.
• A list of references along with appropriate citing of references in the body of the report.
• As an appendix, a description or discussion of the process used by the students to create
a solution
How might a multimedia case be analyzed?
When we consider how to analyze a multimedia teaching case, an important point to
remember is that the answers or solutions will not be found among the video clips of the
interviewee. Students will need to search out or think through solutions. A second important
point is that these cases are created from the perspective of the interviewee who is normally an
employee of an organization who was involved in resolving an important issue. He or she is the
main actor in the case. So here are some thoughts about how an analysis might proceed.
1) Gain an initial understanding of what the case is about. Do this by watching the interviewee
describe the issue that he or she is facing and its cause or why it is important.
2) Learn about the main actor in the case. Do this by perusing through the video clips where he
or she discusses his or her career path, typical workday, role in the organization and leadership
style.
3) Acquire an understanding of the context of the case. Do this by viewing the video clips that
focus on the interviewee’s company and industry within which the company operates. From the
point of view of the interviewee, these clips should provide information about what the 5
organization does and how it is different, how it makes money, who its customers are and why
they buy its products, how the organization is structured and whether any key event played a
particularly important role in its success or struggles to date. The clips should also offer some
insight about the industry within which the organization competes, how they compete, future
challenges, and the role of government.
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