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Most business schools use case studies in their courses. However, these are typically based on past cases and assigned to students to solve. This book describes a new approach for teaching with case studies, which was developed and applied successfully at TUM School of Management. In this approach, student teams write and solve their own case study on a topic concerning current and future businesses. A case can thus be on their own startup or a strategic decision of existing companies. During the course, the students receive intensive coaching while selecting and developing the case topic by the course advisors as well as feedback by industry experts and executives for whom the case is actually a burning question.
The authors present 17 cases covering strategic questions for startups and technology companies such as Deutsche Post, BMW, Ryanair, Lufthansa, Stadtwerke München, Fielmann, adidas, Siemens, Caribou Biosciences, eon, Airbus, Unicredit and UBS.
Merges theoretical knowledge, strategic thinking and specific analysis with practical business decisions Presents a new approach to case studies applied at the TUM School of Management Includes two case studies that won the international case writing competition at EFMD
Andreas Biagosch worked for McKinsey & Company for more than 30 years. He is now member of several supervisory boards of large family firms and lectures at the Technical University of Munich. Gunther Friedl is a Professor of Management Accounting at the Technical University of Munich and Dean of its Business School TUM School of Management.
Content 1. Preface 2. Case: The best practice case study seminar 3. Distinctive features of the new case approach 4. EFMD winning case: UNU GmbH: Sharing is caring a suitable business model for e-scooter in Germany 5. EFMD winning case: UBS acquisition of Commerzbank AG as a possible growth strategy Examples of written cases · Unu GmbH: Sharing is caring a suitable business model for e-scooter in Germany (1/2016) · Deutsche Post's Commercialization Strategy for the StreetScooter (1/2017) · Additional Services for the BMW iSeries Which increase the benefits for both BMW and their customers? (6/2014) · Toward new horizons Should Ryanair expand its low-cost business model to intercontinental flights? (6/2014) · Eurowings Can Lufthansa do long-haul at low cost? (1/2016) · Automatic fare calculation system for MVV Evaluation of system alternatives and the respective benefits for operator and customers (7/2015) · Fielmann: Traditional Business & E-commerce? Strategies to go online for a well-established firm (1/2016) · Potentials of an adidas Sports Drink (7/2015) · Wearables: An upcoming opportunity for private health insurers? (6/2016) · Siemens Healthcare: Divestiture Strategy for Siemens AG (6/2016) · How should Caribou Biosciences finance its growth? (1/2017) · New business model for electricity storage systems in German households using the example of E.ON (6/2016) · Gas Power Plant Trading Pathways into the Future (7/2015) · Assessment of the E.ON Spin-off (7/2015) · Airbus's growth opportuninities in business aviation (1/2016) · UniCredit Bank Outsourcing of the Finance Function (6/2016) · UBS Acquisition of Commerzbank AG as a possible growth strategy (6/2016) Appendix Glossary and list of abbreviations Acknowledgements About the authors Recommended reading