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Case Study（案例分析）是留学生常见的作业类型之一，写作上的基本步骤都是按照“发现问题-分析问题-解决问题”的模式进行，发现问题就是写存在的problems是什么，这往往都是矛盾冲突的地方，分析问题是最难的一块了，因为分析问题需要借助你所学的相关科学的知识去，尤其是理论知识去回答，做到有理有据。解决问题就是考察能力的，看你能否提出一个最佳方案来解决现存的问题。Case Study与其他论文作业不同，它需要在一开始就给出结论，然后再阐述结论的依据和理由。而老师看重的是Case Study的分析过程，所以同学们在写作的时候要有针对性。 1、Case Study的写作方法 Case Study在写作方法上跟最常见的assignment是有很大区别的，Case Study可以得出不止一个的正确答案，当然这个结论的得出取决于问题的定义和提出假设的方法，实际上，老师更关注的是你研究的方法和过程，只要你得出的结论言之有理即可。 在一些cases中，这些cases的作者已经提出了一些想法和看法，这对于你的分析是极为有助的，但是，与此同时，在另外一些cases中，case analysis完全取决于你，这个时候你就需要真正认识到哪些问题是与你所研究的问题有关的，哪些内容是值得你分析的，在某种特定情境中，你要对你所要提出的问题和做到心中有数，要知道，问题的解决方法不是唯一的，需要充分发挥你的主观能动性。 2、Case Analysis的写作 在进行case study的时候，一定要进行严谨的规划，以下就是最实用的steps approach，能够使整个研究过程更容易，能够有效提高你的学习效率和研究成果。 1)透彻地了解老师给出案例 在case study研究之初，你需要完完全全、彻彻底底地了解到一个case中所发生的内容，因此，透彻地了解整个case是极为必要的，对于case中的industry、company、people、situation，你不能只是快速地浏览一遍，而是需要做到全局把握，你需要仔仔细细、认认真真地进行深入了解，并在了解的过程中做好相关笔记。 2)定义最至关重要的problem 一些cases涉及到很多的issues和problems，你需要从这些问题中发现最至关重要的内容，将其重点提取出来，重点突破，重点研究，在对重点问题进行了深入的把握后，再依次攻破相关问题。 3)了解到问题解决的限定性条件 很多限定性条件的存在会直接影响到公司的发展，典型的限定性条件包括limited finances, lack of additional production capacity, personnel limitations, strong competitors, relationships with suppliers and customers, and so on.因此，在解决问题的时候，一定要考虑到相关的限制条件。 4)了解到相关的可选择方法 case study之初，你还需要做出一个列表清楚地表现出相关的可选择方法，充分发挥你的主观能动性和创造性，及时在这个case中已经提到了的solutions，你也可以加以利用以提出更好的解决方法。 5)从可选择性方法中选择最合适的解决方法 根据可选的信息选取出合适的解决方法，但是在选择这个解决方法的时候一定要有逻辑性和合理的理由，.以免后期出现不必要的麻烦。 6)规划一个可行性方案 case study研究分析中最重要的一步就是要规划出一个可行性方案，这样才能将你的想法具体实施开来，进行有效的运行，如果缺少可行性方案，即使你的想法再好，也会危害一个企业的长远发展，因此，这一步不可缺失。对于case study，老师一定会问你相关的研究细节和具体实施方案的。 3、Case Study基本结构 在business communications领域，一个简短的report远比一个冗长的report更为实际，更为有用。这并不意味着在你的report中你可以跳过或者省略一些关键论点，而是要求你在有限的篇幅内尽可能地展现最相关的要点，省略不必要的内容，不要啰啰嗦嗦地涉及到许多不相干的琐碎内容。你case analysis分析的广度和深度直接影响到老师对你的整体印象。 以下将为大家展现一个合格的report需要包含的要素：#p#分页标题#e# ①主题——包括reasons和purpose； ②文献综述——包括problem，issues，recommendations. 这些通常只需要不足一页纸的内容，放在report前面即可，只是简短地总结case的主要论点和相关solutions，并应该对major issue,proposed solution,logic supporting the solution进行更深入的了解和分析； ③前言——包括任何需要提及的背景介绍和细节展现； ④问题阐述——对特定situation，issues，problems进行分析。展现主要的issue(s) 或者主要的problem(s). ⑤结论——展现analysis的结果，描述具体的思维流程，讨论拒绝采用某种方法的原因。 ⑥建议——包括可行性暗示，行动的大纲，这些都是有效的解决方法，如果处理得当就能促进整个case study思维的严谨性和解决方法的完整性。 4. Case Study范文（MBA专业） Strategic leadership at Costco focused on the flexibility leadership model that takes into account a leadership theory focuses on organizational performance. A company’s organizational performance such as Costco must be based on the long-term competitiveness and success of the organization. Costco learned by focusing using flexible leadership that has contributed to the success of the organization. According to Ken Blanchard flexible leadership is one of the three skills of a situational leader; “when you can comfortably use a variety of leadership styles you have mastered the second skill of a situational leader” (Blanchard, 2011, p. 88). Since Costco’s success has depended on these very factors that flexible leadership uses the effectiveness of the whole process is dependent for Costco and other companies who use a flexible leadership style. The leadership at Costco adapted the approach of using flexible management and understood it must also be cost effective; maintain customer satisfaction and product quality as they objectively worked to meet the company’s goals. The leadership must also have competency and be viewed by customers, employees and investors as competent. They are not to lead by trial and error but by actions with enough history or research to back their actions as reliable. It is important that leaders be able to balance the different parts of strategic leadership. “Leaders can influence innovation and adaptive ability if they make them part of the company culture, rather than reacting suddenly to dramatic market changes” (Rivenbark, 2004). Company Overview According to the (NASDAQ: COST) Costco is the largest warehouse club retailer on a global scale and the second largest general retailer, following Wal-Mart, in the United States. Costco sells food, general merchandise including appliances in bulk at deeply discounted prices. Both of Costco's two main competitors Sam's Club and BJ's Wholesale Club operate similar business strategies to Costco. The business strategy of offering merchandise items in bulk and services at low prices have helped Costco maintain positive growth during slow economic conditions. During negative economic growth business such as Costco draw larger numbers of price conscious consumers hoping to get the most out of what could be less expendable income. Costco unlike many other companies that have struggled during the latest economic downturn has fared quite well. It seems their greatest concern is rapid expansion could result in a loss of being able to maintain the valued shopping experience and cannibalization of existing store locations. This has executive leadership to announce it will slow its domestic expansion plans as they focus on international markets for future growth (Wikinvest). Flexible Leadership Definition In this day and age where the norm for organization is to adapt to internationalization globalization, mixed cultures and expansion, the need to outperform competitors and at the same time attract and maintain a sizeable market share is needed to keep ahead. Markets constantly change and trends quickly come and go; hence, leadership quality is needed to ensure the organization’s survival and dominance. The model of flexible leadership includes ideas and concepts from earlier leadership theories that have been gathered throughout the ages. The core of this model presents different organizational processes that ensure organization success (Yukl, 2008). Leadership efficiency, which imbibes management implications, is viewed as an indirect and direct influence on how organizational processes are carried out. Key themes in flexible leadership include the requisite to appropriately balance demands and tradeoffs, adapt to shifting conditions, integrate various forms of leadership, coordinate leadership across different levels and units of the organization, and the need for ethical leadership guided by organization ideologies. The flexible leadership model can aid leaders in becoming aware of the various challenges that can be encountered and how to deal with these more successfully (Yukl & Lepsinger, 2004).#p#分页标题#e# Traits of an Organization that Adapts Flexible Leadership The overall performance of an organization can be evaluated based on its long term survival and prosperity; evaluation of this can be measured by net earnings, profit growth, profit margin, stock price increase and many more. Nevertheless, organizational performance is best determined by the following: efficiency and process reliability, adaptation and innovation, and human resource management (Yukl & Lepsinger, 2004; Yukl G. , 2008). These determinants are significant in affecting organizational performance and are influenced by the external and internal environments’ volatility; hence, leadership – both direct and indirect – influences also the efficiency of these. Efficiency and Process Reliability Efficiency in operations calls for the involvement of effectively utilizing the human resources of an organization that minimizes cost without giving up quality and safety standards. Organizational efficiency indicators include cost of sales, employee productivity, and operational costs. Manufacture and competent delivery of products and services denote process reliability; value is added through an efficient, timely and safe manner of product or service deliverance (Yukl & Lepsinger, 2004). Process reliability is experienced when defects or errors, work accidents, as well as delivery delays in producing and providing end-products or services are minimized or eliminated. Leaders today need to formulate motivational methods that would encourage employees into actively contributing to the entire organization’s success; hence, formulating new visions, negotiating acquisitions and even reinventing the organization come into play. Contemporary management and leadership practices encourage delegation of enhancing or exacting product and service quality to low-level managers; prioritizing efficiency and process reliability is cascaded by strategic management team throughout all members of the organization (Yukl G. , 2008). Adaptation and Innovation The external environment constantly changes; threats and opportunities that involve changes in technology, customer demands, economic conditions and others continuously emerge and require organizations to rapidly adapt. Indicators of adaptation include dimensions of the financial statement such as sales growth and profitability, as well as the increasing market share customer satisfaction and loyalty, and others (Yukl G. , 2008). Innovation calls for improvements implemented in the value chain, which include research and developments, as well as new products and services as exemplified by patents and inventions. All organizations whether large or small are faced with events of adaptation or failure; larger organizations that have more stable resources often change processes infrequently as compared to smaller organizations; however, continuous change is always required (Yukl G. , 2008). Human Resource Management Recognition for the human capital as assets within an organization has grown as of late; knowledge sharing, shared capabilities and competencies of individual members of the organization are viewed as assets and sources of core competencies. As such, continuous development and motivation of the human resource of an organization have resulted to tangible and positive impacts to organizational performance (Yukl G. , 2008). Enhancing Effectiveness through Flexible Leadership Direct Leadership There are three leadership behaviour types that are categorized based on their primary focus, which include efficiency and process reliability, adaptation and innovation, and human resource management. Task-oriented behaviour gives more focus on process reliability and efficiency; change-oriented behaviours focus on adaptation and innovation, especially so for adapting to the external environment; and relations-oriented leadership behaviours focus on improving the human resources and relations within the organization (Yukl G. , 2008). Leader behaviour may have a central focus as its main goal; however, the leader’s behaviour can influence the other determinants of performance. Leadership behaviour at any circumstance is dependent on the leadership situation; some behaviour types are more required in a particular situation than others (Yukl & Lepsinger, 2004). The performance determinants of organizations are often influenced by leaders through the implementation of a formal organizational structure, formal programs, and management systems. Top management or strategic leaders have more authority than mid- or lower-level managers or leaders and have the capacity and authority to decide which programs of improvement are to be implemented, what changes to the organizations would be made; and, which growth strategies such as acquisitions and joint ventures, would be enacted (Yukl G. , 2008). These indirect leadership forms are often aimed at improving one performance determinant and generally influence the other performance determinants also.#p#分页标题#e# Traits of a Flexible Leader Leaders should uphold situational responsiveness Responsiveness and awareness involves current knowledge about the internal and external environments that affect the entire organization. Such knowledge should include historical events and current trends, and be aware of their subsequent effects to the different determinants of organizational effectiveness. In order for leaders to have updated knowledge, he should have an extensive and reliable network of contacts within and outside the organization (Yukl & Lepsinger, 2004). Leaders should practice systems thinking The processes involved between the different performance determinants are better understood using this method; long-term and short-term effects of tweaking these determinants would be better envisioned. Leaders should be aware of the disadvantages or advantages of changing a process within a determinant and view the consequent reaction of this change to the other aspects of the organization (Yukl & Lepsinger, 2004). Leaders should build a commitment to the organization’s core ideologies It has often been mentioned that leaders should have common core ideologies and values with that of the organization; in this case, various leaders within an organization should have an aligned set of core ideologies to ensure compatibility, coordination and cooperation (Yukl & Lepsinger, 2004). Leaders of the organization uphold and gain support for core ideologies of the organization which is more effective if the ideologies they are gaining support for is something that they truly believe in. Leaders should lead by example Leader behavior is an important aspect of gaining support from the different members of the organization across the different performance dimensions. The proper example emanated by the leader is an important source of influence that can greater underscore the processes of performance determinants (Yukl & Lepsinger, 2004). Costco and Flexible Leadership Strengths Costco operates using a strategic plan that offers large discount on particular brands and products. They actually charge more for memberships than BJ’s Wholesale Club and Sam’s Club but through aggressive marketing they build value that their members believe is worth the cost difference. Costco has done a great job marketing to business and studies show business customers tend to buy in bulk. But, you asked what makes Costco different since other wholesale clubs also sell in bulk. One of the major strengths of Costco is that they have such high volume their suppliers also offer them the deepest possible price. Costco also sells brands not offered at their two biggest compactors. Using this strategy, “Costco has successfully expanded its customer base, mainly in executive membership which has seen rising penetration from about 23% in mid 2007 to about 29% in mid 2009. Executive members pay a higher membership fee of $100 (compared to business members who pay $50 annually) and they account for around 60% of total Costco sales and have higher membership renewal rates. As penetration of executive membership increases, Costco’s RPSF for its United States stores is likely to increase” (Forbes, 2011). The above-stated scenario presents the various methods applied across the different performance dimensions; the value chain which is an integral part of process reliability and efficiency, has been improved upon, where bulk supplies are acquired across different suppliers, shipped at a largely lesser cost, and offered to customers at a much lower price than its competitors. Focusing on the external environment, in order to be highly competitive, Costco has captured a market of customers that highly appreciate the use of frequency and loyalty cards. Weaknesses Having the benefit of years in retail marketing and now as a finance concentration I see margins could affect revenue dollars since they operate on a small margin. According to Datamonitor Costco has a markup limit of 15% and operates on lower margins than its competitors; in addition they offer customers a 2% reward program further reduce profits. Low margins, aggressive marketing and over expansion may hurt their profitability (DataMonitor, 2010). Cannibalization is yet another threat to Costco, although they have a lower market share in the North Eastern United States, BJ’s major marketing area, it faces the threat of cannibalization. “If a company is practicing market cannibalization, it is eating its own market. For example, say Coca Cola puts out a new product called Coke2, and customers buy Coke2 instead of regular Coke. Although sales may be up for the new product, these sales may be eating into Coke's original market, in which case the overall company sales would not be increasing. Because of the possibility of market cannibalization, investors should always dig deeper, analyzing the source and impact of the success of a company's new but similar product” (Market Cannibalization). Costco just as any company must avoid this practice and many companies have failed as a result from cannibalization.#p#分页标题#e# Costco has to strategize further in order to survive the increasing competition in their industry. There are a growing number of specialized retailers in the industry that are becoming more adept at improving their value chains that threaten large organizations such as Costco. The organization should focus more on how to continue its leadership in the retail sector and strategize more effective methods of gaining its market share without sacrificing performance determinants such as in the case of cannibalism. Conclusion Costco like other organizations work best when they inculcate this leadership model to their system. Strategic leadership, “ strategic leaders are the ones in charge of setting and changing the environment, culture, strategy, structure, leadership, and technology of an organization and motivating employees to implement the decisions” (Nahavandi, 2012, p. 217). Flexible leadership theory has proved to work well for Costco. In Costco’s case they have trained employees and recruit leaders who posses flexible leadership qualities. In any organization including Costco there can be some resistance to change but as Costco evaluates its history they have a greater chance operating in a flexible leadership manner and have cultivated a supportive environment that has benefited from this leadership model. At Costco a flexible leadership style has been the best leadership model for them. While developing and refining their flexible leadership style that best fits Costco they used a predictive and goal directed approach towards objectives in the organization. Employees working at Costco and other organizations utilizing flexible leadership quickly become viewed as a vital element in the organization. The theory emphasizes on qualities such as efficiency, innovativeness, reliability and adaptation as essential factors to the realization of organizational goals. Costco through continued expansion at a manageable rate in the United States and international and a vision for future growth that includes the leadership styles of its history could be astounding. |
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