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1、Ellet01.qxp1/22/073:29PMPage5CHAPTER1PERSUASION,ARGUMENT,ANDTHECASEMETHODachyear,enteringbusinessschoolstudentsencounteranapproachtoEteachingandlearningnewtomanyofthem:thecasemethod.Bycase,Imeanthesubstantialstudiesfrombusinessschoolsorcorporations,nottheslendervignettesincludedinman
2、ybusinesstextbooks.Fornovices,thefirstencountercanbeperplexing.Acaseappearstobeastraightforwardnarra-tive,butwhenthesestudentsfinishreadingthem,theywonderwhatpointthecaseistryingtomake.Acasestudyofarestaurantchainendswiththepresidentturningoverinhismindbasicquestionsaboutthebusiness.He
3、givesnoanswersandthecasedoesn’teither.Inanothercasestudy,ayoungMBAhasaccidentallylearnedofallegedofficebehaviorthatcouldhaveseriousconsequencesfortheindividualsinvolved,includinghim.Attheconclusionofthecase,hehasaliteralandfigurativeheadache—andnoth-ingexplicitismentionedaboutwhathesho
4、ulddo.Inclassroomdiscussionsofcaseslikethese,instructorsusetheSocraticmethod,inwhichstudentscarrythediscussionthroughanswerstoastreamofquestions.Studentscanfeelvulnerable,andtheclassroomatmospherecanbestrainedandedgy,particularlyinthefirstmonths.Writtencase-basedexaminationsposeanothe
5、rchallenge.Inclass,theentiregroup,includingtheinstructor,workscollaborativelyonacase.Dependingonthesizeoftheclass,eachstudentislikelytocontributeonlyasmallnumberofcommentstothediscussion.Onexams,studentsareontheirown.Theynotonlyhavetoanalyzethecaseinresponsetooneormorequestionsbutals
6、owriteanessaythatsatisfiesandpersuadesanexpertreader—allinalimitedtime.Inclassandonexams,casemethodstudentsareaskedquestionslikethese:•Isthechangeeffortdescribedinthecaseworthwhile?Ifitis,whyhasitfailed?Howcanitbesuccessfullyimplemented?•Howattractiveistheindustrydescribedinthecase?Ar
7、esomeseg-mentsmoreattractivethanothers?Why?Identify,analyze,andevaluatethestrategyofthecompanyfeaturedinthecase.DONOTCOPYORPOST5Ellet01.qxp1/22/073:29PMPage66THECASESTUDYHANDBOOK•ThinkingfromtheperspectiveofcurrentEuropeanUnionmem-bers,doyouagreewiththeirdecisiontoenlargetheEUbytenne
8、wmembers?Wha
