7 Favorite Business Case Studies to Teach Undergrads—and Why

Chris and Alison Weston (A) is an exceptional tool to help undergraduate students grasp moral disengagement and its ethical implications. The Westons are characters that students identify with—a married couple seeking to have fulfilling, lucrative careers—which makes the case personal for them. By examining a real-world scenario and the slippery slope that the Westons found themselves on, students see how easy it is to begin practicing unethical behavior. Reading about the implications of the Westons’ actions also highlights the situation through multiple ethical lenses, driving home the importance of perspective-taking and critical-thinking skills.

Coupling this case with “A Note on Moral Disengagement”—which expertly explains Bandura’s work on the psychological elements of ethical decision-making—brings the concepts to life for students; they find it intriguing to identify moral disengagement mechanisms at work in the case and eye-opening to see how easily the Westons fall into predictable traps of their own making.

I like to divide the class into breakout groups so students can practice both anticipating and preventing moral disengagement, as well as intervening when they see it happening. This builds important skills for ethical leadership.

This semester, I’m teaching undergraduate students minoring in business. Since it’s an overview course, I needed a case study that touches upon several different areas of management. My favorite case this semester is Cynthia Carroll at Anglo American (A).

Located in South Africa, Anglo American is one of the largest mining companies in the world. The case opens with then-new (now former) CEO Cynthia Carroll learning about a fatality at one of the mining facilities. She finds the incident unacceptable and immediately closes the mine. The case is powerful—Carroll brings radical change to the organization not only in addressing worker safety but also in addressing the overall operations of an organization that employs more than 150,000 workers.

The case shows us how, despite opposition from all sides, Carroll transforms the operations of a large corporation in which worker fatality is accepted as a norm. How she engages with skeptical stakeholders and moves the mining workforce (where the illiteracy rate was 70 percent) to participate is a tremendous example of great leadership. The way she conceives her strategy is an uplifting story for undergraduates and how she improves the operational and financial performance of the company is inspiring. The opportunity to teach about leadership, organizational transformation, crisis management, changing organizational culture, and employee empowerment in one case is simply elegant.

When teaching cases to undergraduates, I encourage my students to put themselves in the shoes of the decision maker(s) and get their hands sweaty under the pressure. When students have less work experience, case discussions are fabulous for allowing them to apply frameworks in business decisions. Students directly experience the challenges and complexities, gaining hands-on skills for their future careers.

One of my favorite cases to teach is Merck: Managing Vioxx (A). Students are explicitly asked to stand in the shoes of CEO Ray Gilmartin, who learns about potentially severe cardiovascular risks of the painkiller drug Vioxx. A great strength of the case is that information is presented step by step—through six supplements—simulating Ray Gilmartin’s decision situation. This setup and great supplementary video material make it an exceptionally strong case for undergraduate teaching.

When I teach marketing strategy to undergraduates, I like to ask the students, “Have you ever shopped at a store that felt like it was made for you, but then one day it just seemed like it sold out by becoming more mainstream?” The question elicits responses consisting of various clothing stores, restaurants, and so forth. When discussing their experiences, students often seem to suspect that the growth of a service business comes at the cost of the elements that initially drew a core group of dedicated customers.

I find that students love giving definition to marketing phenomena they’ve actually experienced and they love talking about the products and services they use. For that reason, the case Starbucks: Delivering Customer Service is a favorite of mine to introduce to strategy undergrads.

Today’s students are interested in understanding the kind of service organization Starbucks was at its onset. They are interested in knowing who Starbucks’s initial core customers are and eager to discuss Starbucks’ growth intentions in the 90s and early 2000s, as well as how it coincided with changes to the external social environment.

As a coda, I often call upon the students’ experiences with today’s Starbucks. We discuss how the company has learned to bifurcate its operation to appeal to the service-intensive core consumer as well as the product-intensive casual consumer. It’s a great case to explain the pitfalls of the wheel of retailing to undergraduates.

There are several cases that I love to use for my marketing strategy capstone course with undergraduates. One of those is Swoon: Mixing Up the Perfect Marketing Cocktail, which centers around a nimble beverage startup. Students put themselves in the shoes of the two cofounders to design a marketing strategy for branding.

Many times, I’ve had students approach me wondering, “Why don’t any of the protagonists look like me?” The Swoon case is perfect: The cofounders are young women and many of my students can relate to them or see themselves in the protagonists. The case also comes with a “meet the protagonist” video, which immerses the students in a conversation between the two founders.

Two other cases I love to use, Opera Philadelphia: Segmentation Strategies for Changing Markets and Hamilton Won More Than Twitter, deal with non-traditional businesses (an opera company and a Broadway show). Students love interacting with these cases and applying marketing theory to the arts. On top of that, the Opera Philadelphia case enables students to roll up their sleeves, analyze consumer data, and formulate a plan forward.

It is all about engagement. Teaching concepts through these cases gets our students fully engaged.

I use several cases for my undergraduate classes. My favorite one now is Tesla Motors: Financing Growth. This case can be applied to intermediate finance courses and can be used at many levels: undergraduate, MBA, and executive education. It is also specifically perfect to use in the Financial Management in International Business course, an undergraduate course in the Faculty of Business and Economics department at the University of Lima.

These are the main reasons I love teaching with it:

• It is stimulating and provocative for students. They get excited about the numbers and the discussion. It incites them to participate, explain their assumptions, and compare their answers.

• The company is trending and students around the world know about it; the case provides new information on a company they know. It is also great for discussing the impact of sustainability in company valuations.

• It provides the opportunity to apply various finance learnings, including the shifting price of the company and shares according to valuation method, the value stock and growth stock and why investors pay more or less for it, equity financing, comparison with the market’s price, and companies with negative profit and positive value.

• I can link the concepts back to other core curriculum readings I use for the course, including Financial Accounting Reading: Introduction to Valuation and Finance Reading: Cost of Capital.

• It uses simple but technical language. And while it involves many numbers, and it can be discussed in a 90-minute class.

Trader Joe’s is a highly successful firm in a very challenging industry, so the case provides a great platform for exploring many concepts in competitive strategy. Moreover, the company seems to be executing a rather counterintuitive strategy, forgoing many of the services and offerings that rivals consider essential in the supermarket business. That sparks the interest of inquisitive undergraduates.