case study for business organisation

How to write a case study — examples, templates, and tools

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

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Top 40 Most Popular Case Studies of 2020

A case study on the Marina Bay Sands in Singapore claimed the top spot in the annual review of case usage conducted by the Yale School of Management’s CRDT.

A case study on the Marina Bay Sands in Singapore claimed the top spot in the annual review of case usage conducted by the Yale School of Management’s Case Research and Development Team (SOM CRDT), dethroning "Coffee 2016", the top case in the last two annual surveys. Marina Bay Sands case examines the intersection of marketing, operations, and sustainability at the luxury resort.

Coffee 2016 fell to second place and a note on Search Fund Company Boards took the third spot. Cases on Shake Shack, Volkswagen, Cadbury, Netflix, Endesa, and the Mayo Clinic rounded out the top ten.

All of the top 40 cases are available for purchase from Yale Management Media .

The list had a particular international flavor this year with 19 of the cases featuring organizations located outside the United States. The top 40 featured 27 "raw" online cases and 13 "cooked" .pdf cases. The functional perspectives of the cases spanned the full range of interests at the Yale School of Management, from customers, the workforce, state & society to investors, entrepreneurship, and sourcing and managing funds.

Other year-end data for 2020 showed:

• Consumption of “raw'' online cases by numbers of users and countries remained steady in 2020 as compared to 2019, but over 50 more titles were viewed, a roughly 30 percent increase.
• Just under half of raw case users were from the U.S., up from a third the year before.
• Customers bought 197 titles, 70 more than in 2019.
• A third of the top 40 cases featured women in leadership positions.
• Interest in SOM case studies remained steady with almost 150K page views of the SOM CRDT case directory .
• Close to 80 percent of those who browsed the directory were from outside the U.S., a 20 percent increase over  2019.
• The top 40 cases were supervised by 22 different Yale SOM faculty members, several supervising two cases or more.

SOM CRDT compiled its third annual top 40 list by combining data from publishers, Google Analytics, direct sales, and other measures of interest and adoption.

The complete list of Top 40 cases studies for 2020:

Case Studies in Business, Management, and Organizations

Case studies - full text as part of library subscription.

• Sage Business Cases This link opens in a new window SAGE Business Cases is a digital collection of business cases tailored to library needs – providing faculty, students and researchers with unlimited access to more than 4,850 authoritative cases from over 120 countries. SAGE curates interdisciplinary cases on in-demand subjects such as entrepreneurship, accounting, healthcare management, leadership, social enterprise, and more. Publishing partners include Yale University, Kellogg School of Management, Society of Human Resource Management, and more. For Instructors: additional teaching note material is available; please contact the library for more information on how to access this content.
• HS Talks Business & Management Collection This link opens in a new window Specially commissioned talks from leading experts in industry, commerce, the professions and academia. The collection also includes 20 peer reviewed vocational journals.

Case Studies - summary collections available at low/no cost

• Business Source Premier --Abstracts for Harvard Business School Case Studies from 1942 to the present are available as part of Business Source Premier. Full text of the case is not available.
• Harvard Business School Case Studies The case method forms the basis of learning at Harvard Business School. It is a method designed to provide an "immersion" experience, challenging students by bringing them as close as possible to the business situations of the real world. Harvard Business School Publishing makes these cases and related materials available to improve and enhance business education around the world. They are available to purchase online for around $7.00.
• Case Depositories Page at GlobalEdge This section of the GlobalEdge database provides information about publishers or depositories of cases. Some sites list cases by that institution. Other sites act as clearinghouses and feature cases from a variety of sources.
• LearningEdge The case studies available on LearningEdge are teaching case studies, narratives that facilitate class discussion about a particular business or management issue.
• Darden Case Collection The Darden case collection provides numerous business and management case studies.
• European Case Clearing House The Clearing House distributes the European Collection from the Babson College Office including case collections of IMD, INSEAD, IESE, London Business School, Cranfield School of Management, Babson College and cases from independent authors. Cases cost about $3.50.
• Kellogg School of Management Case Study Abstracts The Kellogg School of Management is making available to academic practitioners and corporate trainers selected cases and teaching materials, developed by Kellogg faculty and taught in the Kellogg classroom. Information on how to order the case studies is included on the web site.
• Stanford Graduate School of Business Case Studies Abstracts This database contains abstracts and ordering information for case studies written and published by the Stanford Graduate School of Business. You may search by authors name, title, keyword, etc. Most cases in this collection are distributed by Harvard Business School Publishing and you will find a link to the HBSP site to place your order. Contact them for availability of other cases.
• Case Research Journal Available in Print: Case research journal. Published: [United States] : The North American Case Research Association (NACRA), 1980--present. Availability: TC Wilson Periodicals --Basement The Index to the cases in the print journal is available at the link shown above. This site from the North American Case Research Association also shows how to purchase the cases available in the journal.
• NASPAA Publicases Publicases is an online repository and marketplace developed by NASPAA (Network of Schools of Public Policy, Affairs, and Administration) as platform connecting students and faculty in public affairs schools around the world with simulations, case studies, data, and other experiential learning opportunities. Currently, case content is developed by the Evans School and the Humphrey School and is available without charge to member schools.

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Find Case Studies in Books by using  MNCAT :

• Search for a subject term, such as marketing, and add the phrase: case studies. See below for examples:
• Books on the case method: Search our  MNCAT  catalog using the subject term:  Case method.

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Business Management Case Study: A Complete Breakdown

Gain a comprehensive understanding of the "Business Management Case Study" as we break down the concept from start to finish. Discover the incredible journeys of companies like Apple Inc., Tesla and Netflix as they navigate innovation, global expansion, and transformation. This detailed analysis will provide insights into the dynamic world of business management.

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Case studies play a pivotal role in understanding real-world challenges, strategies, and outcomes in the ever-evolving field of Business Management. This blog dives into the intricacies of a compelling Business Management Case Study, dissecting its components to extract valuable insights for aspiring managers, entrepreneurs, and students alike. Learn the study behind some of the most significant Business Management Case Studies & how an online business degree can help you learn more in this article. 

Table of Contents

1) What is Business Management? 

2) Case Studies in Business Management 

    a) Apple Inc. Innovation 

    b) Tesla’s EV revolution 

    c) Amazon retailer to e-commerce giant 

    d) McDonald’s global expansion 

    e) Netflix’s transformation 

3) Conclusion 

What is Business Management?  

Business Management refers to the set of activities, strategies, and practices employed to oversee and coordinate an organisation's operations, resources, and personnel to achieve specific goals and objectives. It encompasses a wide range of responsibilities to ensure an organisation's efficient and effective functioning across various functional areas. 

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Case Studies in Business Management  

Here are some of the notable case studies in the field of Business Management that have garnered attention due to their complexity, innovative strategies, and significant impact on their respective industries:  

Apple Inc. innovation  

a) Background: Apple Inc. is a global technology giant noted for its innovative products and design-driven approach. In the early 2000s, Apple faced intense competition and declining market share. The company needed to reinvent itself to remain relevant and competitive. 

b) Problem statement: Apple's challenge was revitalising its product line and regaining market leadership while navigating a rapidly changing technological world. 

c) Analysis of the situation: The Case Study dives into Apple's design thinking and customer-centric innovation to develop products that seamlessly blend form and function. The company's focus on user experience, ecosystem integration, and attention to detail set it apart from its competitors. 

d) Proposed solutions: Apple's strategy involved launching breakthrough products like the iPod, iPhone, and iPad that redefined their respective markets. The company also invested heavily in creating a robust ecosystem through iTunes and the App Store. 

e) Chosen strategy: Apple's commitment to user-centred design and innovation became the cornerstone of its success. The strategy encompassed cutting-edge technology, minimalist design, and exceptional user experience. 

f) Implementation process: Apple's implementation involved rigorous research and development, collaboration among various teams, and meticulous attention to detail. The company also established a loyal customer base through iconic product launches and marketing campaigns. 

g) Results and outcomes: Apple's strategy paid off immensely, leading to a resurgence in its market share, revenue, and brand value. The company's products became cultural touchstones, and its ecosystem approach set new standards for the technology industry. 

Tesla’s EV revolution  

a) Background: Tesla, led by Elon Musk, aimed to disrupt the traditional automotive industry by introducing electric vehicles (EVs) that combined sustainability, performance, and cutting-edge technology. 

b) Problem statement: Tesla faced challenges related to the production, scalability, and market acceptance of electric vehicles in an industry dominated by internal combustion engine vehicles. 

c) Analysis of the situation: This Case Study examines Tesla's unique approach, which combines innovation in electric powertrains, battery technology, and software. The company also adopted a direct-to-consumer sales model, bypassing traditional dealership networks. 

d) Proposed solutions: Tesla's solutions included building a network of Supercharger stations, developing advanced autonomous driving technology, and leveraging over-the-air software updates to improve vehicle performance and features. 

e) Chosen strategy: Tesla focused on high-quality engineering, creating a luxury brand image for EVs, and promoting a community of passionate supporters. The company also bet on long-term sustainability and energy innovation beyond just manufacturing cars. 

f) Implementation process: Tesla faced production challenges, supply chain issues, and scepticism from traditional automakers. The company's determination to continuously refine its vehicles and technology resulted in incremental improvements and increased consumer interest. 

g) Results and outcomes: Tesla's innovative approach catapulted it into the forefront of the EV market. The Model S, Model 3, Model X, and Model Y gained popularity for their performance, range, and technology. Tesla's market capitalisation surged, and the company played a significant part in changing the perception of electric vehicles. 

Amazon retailer to e-commerce giant  

a) Background: Amazon started as an online bookstore in the 1990s and quickly expanded its offerings to become the world's largest online retailer. However, its journey was riddled with challenges and risks. 

b) Problem statement: Amazon faced difficulties in achieving profitability due to its aggressive expansion, heavy investments, and price competition. The company needed to find a way to sustain its growth and solidify its position in the e-commerce market. 

c) Analysis of the situation: This Case Study explores Amazon's unique business model, which prioritises customer satisfaction, convenience, and diversification. The company continuously experimented with new ideas, services, and technologies. 

d) Proposed solutions: Amazon's solutions included the introduction of Amazon Prime, the Kindle e-reader, and the development of its third-party seller marketplace. These initiatives aimed to enhance customer loyalty, expand product offerings, and increase revenue streams. 

e) Chosen strategy: Amazon's strategy revolved around long-term thinking, customer obsession, and a willingness to invest heavily in innovation and infrastructure, even at the expense of short-term profits. 

f) Implementation process: Amazon's implementation involved building a vast network of fulfilment centres, investing in advanced technology for logistics and supply chain management, and expanding its services beyond e-commerce into cloud computing (Amazon Web Services) and entertainment (Amazon Prime Video). 

g) Results and outcomes: Amazon's strategy paid off as it transformed from an online bookstore to an e-commerce behemoth. The company not only achieved profitability but also diversified into various sectors, making Jeff Bezos the richest person in the world for a time. 

McDonald’s global expansion  

a) Background: McDonald's is one of the world's largest and most recognisable fast-food chains. The Case Study focuses on the company's global expansion strategy and challenges in adapting to diverse cultural preferences and market conditions. 

b) Problem statement: McDonald's challenge was maintaining its brand identity while tailoring its menu offerings and marketing strategies to suit different countries' preferences and cultural norms. 

c) Analysis: The Case Study analyses McDonald's localisation efforts, menu adaptations, and marketing campaigns in different countries. It explores how the company balances standardisation with customisation to appeal to local tastes. 

d) Solutions and outcomes: McDonald's successfully combines global branding with localized strategies, resulting in sustained growth and customer loyalty in various markets. The Case Study demonstrates the importance of understanding cultural nuances in international business. 

Netflix’s evolution  

a) Background: Netflix started as a DVD rental-by-mail service and became a leading global streaming platform. The Case Study explores Netflix's strategic evolution, content production, and influence on the entertainment industry. 

b) Problem statement: Netflix's challenge was transitioning from a traditional DVD rental business to a digital streaming service while competing with established cable networks and other streaming platforms. 

c) Analysis: The Case Study analyses Netflix's shift to online streaming, its investment in original content production, and its use of data analytics to personalise user experiences and content recommendations. 

d) Solutions and outcomes: Netflix's strategic pivot and focus on content quality and user experience contributed to its dominance in the streaming market. The Case Study illustrates how embracing digital disruption and customer-centric strategies can drive success.  

Conclusion  

These case studies offer valuable insights into different facets of Business Management, including innovation, strategic decision-making, customer-centric approaches, and market disruption. Analysing these cases provides aspiring managers and entrepreneurs with real-world examples of how effective strategies, risk-taking, and adaptability can lead to remarkable success in the dynamic business world. 

Try our Business Analyst Training today for a rewarding career!  

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Problem-Solving in Business: CASE STUDIES

• ABOUT THIS LIBGUIDE
• PROBLEM-SOLVING DEFINED AND WHY IT IS IMPORTANT
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How to Write a Business Case Study

• Established SMEs Insights
• 16 May 2024

• Content Drivers

Establishing trust and credibility with customers is the key to cultivating long-term brand loyalty . And one marketing strategy you can leverage is publishing business case studies online. 

For small- to medium-sized enterprises (SMEs) and ecommerce entrepreneurs, showcasing real-life successes through business case studies can be the game-changer that your business needs to reach the next level. 

How case studies help a business

Picture this scenario: You come across a website offering logistics solutions. But you hesitate to commit, since you don’t have enough information to decide if it’s worth the investment for your online store’s operations. 

Then, you come across a case study detailing how the company helped a similar-sized ecommerce business streamline its shipping and fulfillment, resulting in a significant increase in efficiency, cost savings and customer satisfaction. Your doubts fade as you read on, and you’re ready to engage with the logistics solutions provider. 

Case studies can help a business in this way – it builds a pathway for clients through documented evidence of success. They offer an in-depth look at your capabilities and achievements, allowing potential clients to envision the benefits of partnering with your business. 

In showcasing real-world success stories, your brand can get your target audience’s buy-in, creating excitement and anticipation for your offerings and separating yourself from competitors.

These compelling narratives not only demonstrate the value of your products or services but also provide practical insights into overcoming challenges, enhancing productivity and implementing creative solutions. 

#NinjaTip: Get shipping and logistics solutions tailored to your business needs. Ninja Van is your one-stop logistics partner to optimize your business for growth. Discover what we can do for your business.

What is a case study in business?

At its core, a business case study is a detailed account of a specific problem, solution and outcome surrounding a business organization. It typically outlines the challenges a company faces, the strategies to address those challenges and the results achieved. 

Unlike traditional marketing materials, case studies focus on storytelling instead of direct promotion, making them more relatable and persuasive.

For example, here’s a case study on Krispy Kreme Doughnuts ’ struggle and journey as a brand, business, and publicly traded company:

Types of case studies for businesses

A case study can  take on various formats, such as a YouTube video that feels like a class lecture. Depending on your goals or needs, using the right medium for your business case study can  impact its effectiveness. 

Here’s a list of the common case study formats for businesses:

1. Written Case Studies

Traditional and versatile, written case studies allow for an in-depth exploration on any aspects of a business and are suitable for presenting complex information in a structured format. Storytelling is key to weaving a convincing narrative for your readers.

2. Infographic Case Studies

Infographics offer a visually engaging way to present key data and insights from your case study. When compared to text-driven case studies, infographics condense information into digestible chunks, making it easier for readers to grasp the main points quickly.

3. Video Case Studies

Video case studies bring your success stories to life through dynamic and entertaining discussions, interviews and testimonials that have been recorded and edited for audience consumption. They appeal to auditory and visual learners and are also shareable on social media platforms, which offer easy replayability.

4. Podcast Case Studies

Similar to video case studies, podcasts offer a convenient medium for storytelling and can be a cost-effective way to reach busy professionals who prefer audio content. Interviewing clients, talking to industry players or chit-chatting with team members add authenticity and depth to your case study.

Here are a few websites to check examples of case study templates:

• Venngage.com
• HubSpot’s Case Study Creation Kit
• Thompson Rivers University Writing Centre Case Study template PDF

How to write a business case study 

Apart from using templates, there are different ways to go about writing a case study as a marketing tool to leverage for your business.

A basic, yet compelling structure for a compelling business case study’s story answers the following questions:

• What was life like for your target customer before they used your product or service?
• How did customers find your brand?
• What was their life like after they tried your product or service?

Once you’ve reflected on the answers to these questions, proceed to writing your case study. Envision your ideal customer and how they will want to enjoy the same success detailed in the case study.

Follow the steps below to write a case study for your business:

1. Choose the Right Angle for Your Story

Pick a compelling story that aligns with your target audience’s interests and concerns. Look for success stories that highlight the unique value proposition of your business .

Today’s online consumer is unique from others, especially with the shifting preferences in online shopping behavior . So depending on your objectives, you’ll have different ways to approach a narrative.

2. Gather Information

Do interviews with key stakeholders involved in the case study, including clients, employees, and subject matter experts.  Collect data and evidence to support your narrative.

3. Structure Your Case Study

Organize your case study into clear sections, including an introduction, background information, problem statement, solution overview, implementation details and outcomes.

4. Focus on the Human Element

The goal of using a case study is to win over your target audience’s trust by establishing your credibility. But don’t just present facts and figures; humanize your case study by including quotes, anecdotes and testimonials from real people involved in the project. Numbers deliver impact when they’re relevant and relatable.

5. Keep it Concise and Engaging

Aim for brevity while ensuring that your case study provides sufficient detail to convey the story effectively. Use visuals, such as charts, graphs and images to enhance readability, or videos to break the monotony.

6. Highlight Results and Benefits

Emphasize the positive outcomes achieved as a result of your solution, like increased revenue, cost savings, improved efficiency or enhanced customer satisfaction.

Why a case study is important in business

A business case study serves as powerful tools for SMEs and ecommerce entrepreneurs to build credibility and trust with their target audience, from Filipino e-shopaholics to more specific buyer personas in the sales funnel. 

Follow the guidelines in this article and execute with consistency and authenticity. Start crafting narratives that inspire confidence and trust in your brand, and drive business growth.

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• Case Study | Definition, Examples & Methods

Case Study | Definition, Examples & Methods

Published on 5 May 2022 by Shona McCombes . Revised on 30 January 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organisation, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.

A case study research design usually involves qualitative methods , but quantitative methods are sometimes also used. Case studies are good for describing , comparing, evaluating, and understanding different aspects of a research problem .

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When to do a case study, step 1: select a case, step 2: build a theoretical framework, step 3: collect your data, step 4: describe and analyse the case.

A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies are often a good choice in a thesis or dissertation . They keep your project focused and manageable when you don’t have the time or resources to do large-scale research.

You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.

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Once you have developed your problem statement and research questions , you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:

• Provide new or unexpected insights into the subject
• Challenge or complicate existing assumptions and theories
• Propose practical courses of action to resolve a problem
• Open up new directions for future research

Unlike quantitative or experimental research, a strong case study does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem.

If you find yourself aiming to simultaneously investigate and solve an issue, consider conducting action research . As its name suggests, action research conducts research and takes action at the same time, and is highly iterative and flexible. 

However, you can also choose a more common or representative case to exemplify a particular category, experience, or phenomenon.

While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:

• Exemplify a theory by showing how it explains the case under investigation
• Expand on a theory by uncovering new concepts and ideas that need to be incorporated
• Challenge a theory by exploring an outlier case that doesn’t fit with established assumptions

To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework . This means identifying key concepts and theories to guide your analysis and interpretation.

There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews, observations, and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data .

The aim is to gain as thorough an understanding as possible of the case and its context.

In writing up the case study, you need to bring together all the relevant aspects to give as complete a picture as possible of the subject.

How you report your findings depends on the type of research you are doing. Some case studies are structured like a standard scientific paper or thesis, with separate sections or chapters for the methods , results , and discussion .

Others are written in a more narrative style, aiming to explore the case from various angles and analyse its meanings and implications (for example, by using textual analysis or discourse analysis ).

In all cases, though, make sure to give contextual details about the case, connect it back to the literature and theory, and discuss how it fits into wider patterns or debates.

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• Business Organisations: An Overview

Introduction to Business Organisation

A business organisation is an entity created with the intention of conducting a business. These organisations are operated on legal systems that control contracts, exchanges of goods and services, ownership rights, and incorporation.

Managing and planning various activities is a concern of the business organisation system. In order to generate goods and services, resources like labour, equipment, capital, and money must be accumulated and coordinated. The business organisation works to manage and regulate all of these production factors.

Forms of Business Organisations

Forms of Business Organisation

1. Sole Proprietorship

A sole proprietorship is a form of business in which one individual is in charge of the entire business. The owner of a firm controls every aspect of how it is run and is responsible for all financial obligations and debts.

A sole proprietorship is the least expensive option and relatively simple to set up. It is not governed by a separate law and can easily be formed with only the proper licensing required to operate a business and the registration of the business name.

Merits of Sole Proprietorship 

The benefits of being a sole proprietor are numerous. The following are a few of the significant ones:

A sole proprietor has a great deal of freedom in doing business. This results in quick and inexpensive decision-making.

A sole proprietorship can be easily formed or closed, as there are only a few legal requirements.

The capital requirement to set up a sole proprietorship is generally low and least among all forms of business.

Demerits of Sole Proprietorship 

Despite its many benefits, the sole proprietorship business structure has limitations. The following are some significant demerits of a sole proprietorship business structure:

The resources of a sole proprietor are limited to his savings and the money he can borrow from others. The lack of resources is one of the key causes of the business's typically limited size and lack of significant growth.

A significant demerit of the sole proprietorship is the unlimited liability of the sole proprietor. In the event of business failure, the owner has to bear a heavy financial burden.

2. Partnership

A partnership is when two or more people work together to conduct a business.  Each partner contributes their fair share of money, assets, labour, and experience and expects to earn money from the firm.

There are different types of partnership firms, including general partnership, limited partnership, LLP partnership, and limited liability partnership (LLP) firms.

This form of organisation is governed by the Partnership Act, of 1932. A partnership deed is drafted by the partners to establish a partnership firm. This deed contains information like the profit sharing ratio, capital contribution by each partner, the purpose of the partnership, etc. The number of people is limited to a maximum of 10 for banking businesses and 20 for other businesses.

Merits of Partnership

The following are some merits of partnership firms:

One of the major advantages of a partnership firm is increased resources. A prospective partner will bring not only more capital but also expertise and connection, which can help the business.

Compared to sole proprietorship, the decisions taken by the partners would be more balanced.

The legal obligations for forming a partnership are minimal, and the process of registration is relatively easy.

All of the partners in a partnership firm share the risks associated with running the business. As a result, each individual has less stress, anxiety, and pressure.

Demerits of Partnership 

Some of the drawbacks of a partnership firm are:

Conflicts could arise because the partnership is operated by a group of people with shared decision-making authority. Disagreements between partners may result from different perspectives on some problems.

Another drawback of this form of business is the unlimited liability of partners. The liability of partners is joint and several, i.e., if one or more partners are unable to pay their part of the debt, the others are liable to repay the full amount. 

3. Joint Stock Company 

A company is an organisation of people created for the purpose of conducting business activities and has a legal existence separate from that of its members. The statute governing this form of organisation is the Companies Act, 2013.

A company is an artificial person with a separate legal entity and perpetual succession. The company is managed by a Board of Directors and management, whereas shareholders are the owner of the company.

Merits of Joint Stock Company

Some major advantages of a joint stock company are:

Unlike other different forms of ownership, the liability of owners (shareholders) is limited to the extent of shares held by them.

The perpetual existence of the company allows it to take on long-term projects and also serves as a strong incentive for creditors and investors to engage in the company.

The company's large operation would lead to the realisation of economies in purchasing, management, distribution, or selling. The consumer would receive things at a lower cost thanks to these economies.

A significant number of people belong to a company. The company's members share the business risk in different ways. Small investors are encouraged to invest as a result.

Demerits of Joint Stock Company

Some major disadvantages of a joint stock company are:

There are numerous legal formalities and processes necessary for the formation of a company which results in incurring huge costs and time. 

In a company structure, salaried employees or executives who have no personal stake in the business are responsible for day-to-day operations. This could result in inefficiencies and lower employee motivation.

Statutory limitations on meetings, voting, audits, and other internal operations of the firm apply. Therefore, due to complex legal requirements, starting and maintaining a business would prove to be difficult and burdensome.

4. Joint Hindu Family Business

It is also known as the Hindu Undivided Family (HUF) business. A business that is owned and managed by the Hindu undivided family is referred to as a Joint Hindu Family business. Birth in a particular family serves as the prerequisite for membership in the business.

The family head, known as Karta, is the oldest member and is in charge of the company. All members have an equal ownership interest in an ancestor's property and are known as co-parceners.

Merits of Joint Hindu Family Business

The following are some benefits of a joint Hindu family business:

Karta has ultimate control over all decisions. As no one can restrict his right to make a decision, this prevents disputes amongst members. Moreover, quick and flexible decision-making results from this.

The business won't be impacted by Karta's death because the next eldest member will step into the role. As a result, operations are not stopped, and business continuity is not in danger.

Demerits of Joint Hindu Family Business

The following are demerits of a joint Hindu family business:

Karta’s dominance may seem unreasonable to other members and may cause conflict among members.

Disputes over ancestral property are common in this form of organisation.

5. Cooperative Society

A cooperative society is a group of people who get together voluntarily for the benefit of their fellow members. They are motivated by the need to defend their financial interests against potential exploitation at the hands of intermediaries who are driven by the desire to make bigger profits.

A cooperative society should be registered under the Cooperative Societies Act

Merits of Cooperative Society

The following are some merits of a joint Hindu family business:

The cooperative society is governed by the 'one man, one vote' premise. Each member has an equal right to vote, regardless of how much capital they have contributed.

The cooperative society is often supported by the government through low taxes, subsidies, and loan interest rates.

In a cooperative society, each member's liability is limited to the amount of their capital contribution.

Demerits of Cooperative Society

The following are some demerits of a joint Hindu family business:

Due to their inability to afford to pay experienced managers high salaries, cooperative societies struggle to attract and retain them.

Cooperative societies are subject to a number of laws and regulations on the auditing of finances, the submission of accounts, etc. in exchange for the benefits provided by the government, which may negatively affect the operations.

Factors Affecting the Choice of Form of Business Organisation

Factors Affecting the Choice of Form of Business

It is clear from analysing different forms of organisation that each kind has its own benefits and limitations. Therefore, it becomes crucial to keep a few fundamental factors in mind while selecting an acceptable form of organisation. Following are some factors that can help in deciding the form of organisation:

Size and Nature of the Business: Determining the nature and size are important factors. For instance, a manufacturing business producing large quantities of goods would be unsuitable for a sole proprietorship form.

Continuity of Business: How the life of the business is affected by its owner is another factor in determining the form of organisation. A sole proprietorship and partnership are affected by the death of its owners but that is not the case for other forms.

Statutory Obligations: A company has to deal with many statutory obligations, whereas other forms of organisation have relatively fewer statutory obligations.

Liability: Whether liability is a limited liability or unlimited, also affects the choice of form of business.

Capital Requirement: Forms of business such as a company have a relatively huge capital requirement, in comparison to other forms of organisation.

Dinesh Sarabhai runs a business producing food items, including sweets and namkeen. He lives in a joint family and has a massive proportion of inherited wealth. This business is run by all the 18 members of the family. His father, Akash is the eldest male family member, so he heads the business. Since Akash makes all of the major decisions, he is liable to all of its creditors. Dinesh’s son Ashok was born a few months ago and he is also a member of the business.

1. Identify the form of business Dinesh is working under and explain any two features of this form of business.

Ans : Dinesh Sarabhai is involved in a Hindu undivided family business. Following are the features of Hindu undivided family business:

Control and Management - Karta oversees and manages all the major operations of a Hindu undivided family business.

Membership by Birth - The way to become a member of the family business is through birth. A child is considered a member of the family business from the moment they are born. No agreement or consent is necessary for membership.

A business organisation is an entity created with the intention of conducting commercial transactions such as selling and buying. These operate in accordance with an established structure. 

It seeks to establish positive working relationships between personnel, tasks, and other resources so that they can cooperate to accomplish shared objectives.

Forms of business organisation are different organisational structures that vary in terms of ownership and management.

Sole proprietorship, partnership, joint Hindu family business, cooperative society, and joint stock company are some major forms of business.

FAQs on Business Organisations: An Overview

1. Why do partnership firms voluntarily comply with this legal requirement if registration is optional?

The Indian Partnership Act, of 1932 governs partnerships in India, and according to this act, a partnership deed may be registered or unregistered. However, there are certain advantages to registering a partnership firm. Following are some of the benefits of registration of partnership firms:

A partner has the authority to file a lawsuit in court against the business or other partners. The partner of an unregistered firm is not granted this authority.

Partners get the authority to file a case in Court on behalf of the firm against third parties.

Registered firms also get the power to set off claims. An unregistered firm is not granted access to this authority.

2. In which type of partnership firm the liability of partners is limited?

All partners in a limited liability partnership (LLP) have limited liability. The liability of each partner in a limited liability partnership (LLP) is restricted to the amount they invested in the business. It means that in the event in which any partner is unable to repay, creditors cannot seize the personal assets or income of a partner. Unlike in a general partnership, changes in partners won't affect the LLP's ability to function. It has the legal authority to possess property in its own name and to enter into contracts.

3. What is the concept of mutual agency in a partnership?

A mutual agency is a contractual relationship between business partners that provides each partner power to act on the other's behalf. As a result of this agreement, each partner is now the company's agent and has the authority to take business decisions, such as concluding a legally binding contract with a third party.

Only partners engaging in the course of regular business operations and dealings can claim to have mutual agency. Each of the partners must be able to enter into business contracts and possess the necessary authority in order to establish this type of relationship.

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Case Study: What Does Diversity Mean in a Global Organization?

• David S. Lee

Needs may differ between headquarters and regional offices.

“We have a diversity problem.”

• DL David S. Lee  is a principal lecturer at the University of Hong Kong Business School, where he teaches, researches, and advises on topics related to ethics, fintech, and governance.

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Artificial intelligence in strategy

Can machines automate strategy development? The short answer is no. However, there are numerous aspects of strategists’ work where AI and advanced analytics tools can already bring enormous value. Yuval Atsmon is a senior partner who leads the new McKinsey Center for Strategy Innovation, which studies ways new technologies can augment the timeless principles of strategy. In this episode of the Inside the Strategy Room podcast, he explains how artificial intelligence is already transforming strategy and what’s on the horizon. This is an edited transcript of the discussion. For more conversations on the strategy issues that matter, follow the series on your preferred podcast platform .

Joanna Pachner: What does artificial intelligence mean in the context of strategy?

Yuval Atsmon: When people talk about artificial intelligence, they include everything to do with analytics, automation, and data analysis. Marvin Minsky, the pioneer of artificial intelligence research in the 1960s, talked about AI as a “suitcase word”—a term into which you can stuff whatever you want—and that still seems to be the case. We are comfortable with that because we think companies should use all the capabilities of more traditional analysis while increasing automation in strategy that can free up management or analyst time and, gradually, introducing tools that can augment human thinking.

Joanna Pachner: AI has been embraced by many business functions, but strategy seems to be largely immune to its charms. Why do you think that is?

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Yuval Atsmon: You’re right about the limited adoption. Only 7 percent of respondents to our survey about the use of AI say they use it in strategy or even financial planning, whereas in areas like marketing, supply chain, and service operations, it’s 25 or 30 percent. One reason adoption is lagging is that strategy is one of the most integrative conceptual practices. When executives think about strategy automation, many are looking too far ahead—at AI capabilities that would decide, in place of the business leader, what the right strategy is. They are missing opportunities to use AI in the building blocks of strategy that could significantly improve outcomes.

I like to use the analogy to virtual assistants. Many of us use Alexa or Siri but very few people use these tools to do more than dictate a text message or shut off the lights. We don’t feel comfortable with the technology’s ability to understand the context in more sophisticated applications. AI in strategy is similar: it’s hard for AI to know everything an executive knows, but it can help executives with certain tasks.

When executives think about strategy automation, many are looking too far ahead—at AI deciding the right strategy. They are missing opportunities to use AI in the building blocks of strategy.

Joanna Pachner: What kind of tasks can AI help strategists execute today?

Yuval Atsmon: We talk about six stages of AI development. The earliest is simple analytics, which we refer to as descriptive intelligence. Companies use dashboards for competitive analysis or to study performance in different parts of the business that are automatically updated. Some have interactive capabilities for refinement and testing.

The second level is diagnostic intelligence, which is the ability to look backward at the business and understand root causes and drivers of performance. The level after that is predictive intelligence: being able to anticipate certain scenarios or options and the value of things in the future based on momentum from the past as well as signals picked in the market. Both diagnostics and prediction are areas that AI can greatly improve today. The tools can augment executives’ analysis and become areas where you develop capabilities. For example, on diagnostic intelligence, you can organize your portfolio into segments to understand granularly where performance is coming from and do it in a much more continuous way than analysts could. You can try 20 different ways in an hour versus deploying one hundred analysts to tackle the problem.

Predictive AI is both more difficult and more risky. Executives shouldn’t fully rely on predictive AI, but it provides another systematic viewpoint in the room. Because strategic decisions have significant consequences, a key consideration is to use AI transparently in the sense of understanding why it is making a certain prediction and what extrapolations it is making from which information. You can then assess if you trust the prediction or not. You can even use AI to track the evolution of the assumptions for that prediction.

Those are the levels available today. The next three levels will take time to develop. There are some early examples of AI advising actions for executives’ consideration that would be value-creating based on the analysis. From there, you go to delegating certain decision authority to AI, with constraints and supervision. Eventually, there is the point where fully autonomous AI analyzes and decides with no human interaction.

Because strategic decisions have significant consequences, you need to understand why AI is making a certain prediction and what extrapolations it’s making from which information.

Joanna Pachner: What kind of businesses or industries could gain the greatest benefits from embracing AI at its current level of sophistication?

Yuval Atsmon: Every business probably has some opportunity to use AI more than it does today. The first thing to look at is the availability of data. Do you have performance data that can be organized in a systematic way? Companies that have deep data on their portfolios down to business line, SKU, inventory, and raw ingredients have the biggest opportunities to use machines to gain granular insights that humans could not.

Companies whose strategies rely on a few big decisions with limited data would get less from AI. Likewise, those facing a lot of volatility and vulnerability to external events would benefit less than companies with controlled and systematic portfolios, although they could deploy AI to better predict those external events and identify what they can and cannot control.

Third, the velocity of decisions matters. Most companies develop strategies every three to five years, which then become annual budgets. If you think about strategy in that way, the role of AI is relatively limited other than potentially accelerating analyses that are inputs into the strategy. However, some companies regularly revisit big decisions they made based on assumptions about the world that may have since changed, affecting the projected ROI of initiatives. Such shifts would affect how you deploy talent and executive time, how you spend money and focus sales efforts, and AI can be valuable in guiding that. The value of AI is even bigger when you can make decisions close to the time of deploying resources, because AI can signal that your previous assumptions have changed from when you made your plan.

Joanna Pachner: Can you provide any examples of companies employing AI to address specific strategic challenges?

Yuval Atsmon: Some of the most innovative users of AI, not coincidentally, are AI- and digital-native companies. Some of these companies have seen massive benefits from AI and have increased its usage in other areas of the business. One mobility player adjusts its financial planning based on pricing patterns it observes in the market. Its business has relatively high flexibility to demand but less so to supply, so the company uses AI to continuously signal back when pricing dynamics are trending in a way that would affect profitability or where demand is rising. This allows the company to quickly react to create more capacity because its profitability is highly sensitive to keeping demand and supply in equilibrium.

Joanna Pachner: Given how quickly things change today, doesn’t AI seem to be more a tactical than a strategic tool, providing time-sensitive input on isolated elements of strategy?

Yuval Atsmon: It’s interesting that you make the distinction between strategic and tactical. Of course, every decision can be broken down into smaller ones, and where AI can be affordably used in strategy today is for building blocks of the strategy. It might feel tactical, but it can make a massive difference. One of the world’s leading investment firms, for example, has started to use AI to scan for certain patterns rather than scanning individual companies directly. AI looks for consumer mobile usage that suggests a company’s technology is catching on quickly, giving the firm an opportunity to invest in that company before others do. That created a significant strategic edge for them, even though the tool itself may be relatively tactical.

Joanna Pachner: McKinsey has written a lot about cognitive biases  and social dynamics that can skew decision making. Can AI help with these challenges?

Yuval Atsmon: When we talk to executives about using AI in strategy development, the first reaction we get is, “Those are really big decisions; what if AI gets them wrong?” The first answer is that humans also get them wrong—a lot. [Amos] Tversky, [Daniel] Kahneman, and others have proven that some of those errors are systemic, observable, and predictable. The first thing AI can do is spot situations likely to give rise to biases. For example, imagine that AI is listening in on a strategy session where the CEO proposes something and everyone says “Aye” without debate and discussion. AI could inform the room, “We might have a sunflower bias here,” which could trigger more conversation and remind the CEO that it’s in their own interest to encourage some devil’s advocacy.

We also often see confirmation bias, where people focus their analysis on proving the wisdom of what they already want to do, as opposed to looking for a fact-based reality. Just having AI perform a default analysis that doesn’t aim to satisfy the boss is useful, and the team can then try to understand why that is different than the management hypothesis, triggering a much richer debate.

In terms of social dynamics, agency problems can create conflicts of interest. Every business unit [BU] leader thinks that their BU should get the most resources and will deliver the most value, or at least they feel they should advocate for their business. AI provides a neutral way based on systematic data to manage those debates. It’s also useful for executives with decision authority, since we all know that short-term pressures and the need to make the quarterly and annual numbers lead people to make different decisions on the 31st of December than they do on January 1st or October 1st. Like the story of Ulysses and the sirens, you can use AI to remind you that you wanted something different three months earlier. The CEO still decides; AI can just provide that extra nudge.

Joanna Pachner: It’s like you have Spock next to you, who is dispassionate and purely analytical.

Yuval Atsmon: That is not a bad analogy—for Star Trek fans anyway.

Joanna Pachner: Do you have a favorite application of AI in strategy?

Yuval Atsmon: I have worked a lot on resource allocation, and one of the challenges, which we call the hockey stick phenomenon, is that executives are always overly optimistic about what will happen. They know that resource allocation will inevitably be defined by what you believe about the future, not necessarily by past performance. AI can provide an objective prediction of performance starting from a default momentum case: based on everything that happened in the past and some indicators about the future, what is the forecast of performance if we do nothing? This is before we say, “But I will hire these people and develop this new product and improve my marketing”— things that every executive thinks will help them overdeliver relative to the past. The neutral momentum case, which AI can calculate in a cold, Spock-like manner, can change the dynamics of the resource allocation discussion. It’s a form of predictive intelligence accessible today and while it’s not meant to be definitive, it provides a basis for better decisions.

Joanna Pachner: Do you see access to technology talent as one of the obstacles to the adoption of AI in strategy, especially at large companies?

Yuval Atsmon: I would make a distinction. If you mean machine-learning and data science talent or software engineers who build the digital tools, they are definitely not easy to get. However, companies can increasingly use platforms that provide access to AI tools and require less from individual companies. Also, this domain of strategy is exciting—it’s cutting-edge, so it’s probably easier to get technology talent for that than it might be for manufacturing work.

The bigger challenge, ironically, is finding strategists or people with business expertise to contribute to the effort. You will not solve strategy problems with AI without the involvement of people who understand the customer experience and what you are trying to achieve. Those who know best, like senior executives, don’t have time to be product managers for the AI team. An even bigger constraint is that, in some cases, you are asking people to get involved in an initiative that may make their jobs less important. There could be plenty of opportunities for incorpo­rating AI into existing jobs, but it’s something companies need to reflect on. The best approach may be to create a digital factory where a different team tests and builds AI applications, with oversight from senior stakeholders.

The big challenge is finding strategists to contribute to the AI effort. You are asking people to get involved in an initiative that may make their jobs less important.

Joanna Pachner: Do you think this worry about job security and the potential that AI will automate strategy is realistic?

Yuval Atsmon: The question of whether AI will replace human judgment and put humanity out of its job is a big one that I would leave for other experts.

The pertinent question is shorter-term automation. Because of its complexity, strategy would be one of the later domains to be affected by automation, but we are seeing it in many other domains. However, the trend for more than two hundred years has been that automation creates new jobs, although ones requiring different skills. That doesn’t take away the fear some people have of a machine exposing their mistakes or doing their job better than they do it.

Joanna Pachner: We recently published an article about strategic courage in an age of volatility  that talked about three types of edge business leaders need to develop. One of them is an edge in insights. Do you think AI has a role to play in furnishing a proprietary insight edge?

Yuval Atsmon: One of the challenges most strategists face is the overwhelming complexity of the world we operate in—the number of unknowns, the information overload. At one level, it may seem that AI will provide another layer of complexity. In reality, it can be a sharp knife that cuts through some of the clutter. The question to ask is, Can AI simplify my life by giving me sharper, more timely insights more easily?

Joanna Pachner: You have been working in strategy for a long time. What sparked your interest in exploring this intersection of strategy and new technology?

Yuval Atsmon: I have always been intrigued by things at the boundaries of what seems possible. Science fiction writer Arthur C. Clarke’s second law is that to discover the limits of the possible, you have to venture a little past them into the impossible, and I find that particularly alluring in this arena.

AI in strategy is in very nascent stages but could be very consequential for companies and for the profession. For a top executive, strategic decisions are the biggest way to influence the business, other than maybe building the top team, and it is amazing how little technology is leveraged in that process today. It’s conceivable that competitive advantage will increasingly rest in having executives who know how to apply AI well. In some domains, like investment, that is already happening, and the difference in returns can be staggering. I find helping companies be part of that evolution very exciting.

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• Making the Business Case
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• Hierarchy of Controls and Total Worker Health ®
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• NIOSH WellBQ

At a glance

Total Worker Health ® approaches benefit workers and organizations. Businesses and employers can use helpful approaches, like flexible work and supportive supervision, to benefit workers and the bottom line. Avoid harmful work factors, like unpredictable, demanding schedules.

Today's employers face new, complex challenges in addition to well-known workplace safety and health concerns. Leading health conditions contributing to medical costs and lost productivity for U.S. employers include:

• Musculoskeletal disorders
• Other chronic diseases 1

Chronic diseases and injuries cost U.S. employers more than half a trillion dollars in lost productivity each year. 2 The economic impact of preventable workplace injuries in 2018 alone was an estimated 170.8 billion dollars. 3

Comprehensive efforts to promote worker well-being and reduce safety risks can reduce costs and improve productivity and performance indicators. 4 5 Approaches that improve workplace policies, programs, and practices can lead to better retention rates and improved productivity. Examples of these approaches are described below.

Helpful approaches

Comprehensive programs.

L.L. Bean is an outdoor clothing, shoe, and equipment company. They reported a positive return on investment in a comprehensive worker well-being program. Results ranged from $1.70 to $5.30 saved for every dollar invested. 6

Flexible work

A study of workers showed that more time-flexible work policies were associated with multiple positive outcomes. Workers reported an increase in loyalty to their employer and fewer stress symptoms. Policies were also associated with lower costs to employers, as workers were more present and missed fewer deadlines. 7

Paid sick leave

A NIOSH study found that workers with paid sick leave were 28% less likely to get nonfatal injuries on the job than those without. 8 Another study found that providing paid sick leave could have saved employers $0.63 to $1.88 billion in reduced absenteeism costs per year. 9

Supportive supervision

Workers with supportive supervisors report less pain, more sleep, and have lower risk of cardiovascular disease. 10 11 A NIOSH study found that supervisor support might help prevent reduced engagement resulting from job insecurity. Supervisor support increased the odds of engagement among workers with job insecurity by 13%. 12

Supporting work-family needs

Workers in an intervention that increased control over work and improved supervisors' support for work and family reported:

• Better sleep
• More time with their children
• Better mental well-being for caregivers
• Improved schedule control
• Reduced cigarette smoking
• Lower work-family conflict 6

Harmful work factors

High work stress.

Research shows that high stress levels can lead to high blood pressure, heart disease, and diabetes. This is especially true over prolonged periods of time. Workers who report stressors like high job demands, with low levels of decision-making power have an increased frequency of heart disease. 13 Work-related stress can also lead to depression. Depression contributes to absenteeism, workers going to work sick, disability, and unemployment, which lead to higher costs for employers. 14

Job insecurity

Studies show that downsizing and job insecurity are associated with:

• Poor physical and mental health,
• Absences due to sickness, and
• Increased use of disability pensions. 14 15

A NIOSH study found that job insecurity decreased the odds of engagement of workers by 37%. 12 A NIOSH Science Blog highlights more ways economic security affects worker well-being. This includes the link between economic factors, like job insecurity, and negative health and psychological outcomes. 16

Unpredictable, demanding schedules

When job demands exceed the time available to complete those tasks, it can result in increased anxiety, fatigue, burnout, and depression. It can also lead to decreased job and family satisfaction, lower organizational commitment, and higher absenteeism. 17 Having control over one's work (how, where, and when people work) is beneficial for work-family balance and worker well-being. 18

How to measure success

Studies evaluating comprehensive workplace health initiatives have shifted their focus from return on investment to value of investment. 19 20 Value of investment looks at outcomes like workplace program participation rates, higher worker morale, lower turnover, and injury risk. 21

One Minneapolis-based company, TURCK, measures success through turnover, employee satisfaction, and engagement. 6 Since 2010, turnover rates at TURCK have stayed around 1% to 4%. This is much lower than industry averages of 11% to 13%. When surveyed, 93% of employees strongly agreed with the statement: "I give my best effort every day."

• CDC [2018]. Workplace health strategies. Atlanta, GA: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, https://www.cdc.gov/workplacehealthpromotion/health-strategies/index.html .
• IBI [2020]. Cost of poor health infographic. Oakland, CA: Integrated Benefits Institute, https://www.ibiweb.org/resource/cost-of-poor-health-infographic-2019-data .
• NSC [2020]. Work injury costs. National Safety Council, https://injuryfacts.nsc.org/work/costs/work-injury-costs .
• Grossmeier J, Fabius R, Flynn JP, Noeldner SP, Fabius D, Goetzel RZ, Anderson DR [2016]. Linking workplace health promotion best practices and organizational financial performance. ACOEM 58 (1):16–23.
• Loeppke R [2008]. The value of health and the power of prevention. International Journal of Workplace Health Management 1 (2): 95-108.
• Hudson H, Nigam J, Sauter S, Chosewood CL, Schill A, Howard J [2019]. Total Worker Health. In: Goetzel R, Roemer E, Kent K, and McCleary K, eds. Integration of workplace prevention programs and organizational effectiveness. Washington, DC. American Psychological Association.
• Halpern [2005]. How time-flexible work policies can reduce stress, improve health, and save money. Stress and Health, 21: 157-168. https://doi.org/10.1002/smi.1049 .
• Asfaw A, Pana-Cryan R, Rosa R [2012]. Making the case for paid sick leave. NIOSH Science Blog, https://blogs.cdc.gov/niosh-science-blog/2012/07/30/sick-leave/ .
• Asfaw A, Rosa R, Pana-Cryan R [2017]. Potential economic benefits of paid sick leave in reducing absenteeism related to the spread of influenza-like illness. J Occup. Environ. Med. 59(9):822-829.
• O'Donnell EM, Berkman LF, Subramanian SV [2012]. Manager support for work/family issues and its impact on employee-reported pain in the extended care setting. J Occup Environ Med 54(9): 1142–1149.
• Berkman LF, Buxton O, Ertel K, Okechukwu C [2010]. Managers' Practices Related to Work–Family Balance Predict Employee Cardiovascular Risk and Sleep Duration in Extended Care Settings. Journal of Occupational Health Psychology 15(3): 316–329.
• Asfaw A and Chang C [2019]. The association between job insecurity and engagement of employees at work. J Workplace Behav. Health 34(2):96-110.
• Theorell T, Jood K, Jarvholm S, Vingard E, Perk J, Ostergren PO, Hall C [2016]. A systematic review of studies in the contributions of the work environment to ischemic heart disease development. Eur J Public Health 26 (3):470–477.
• Schnall P, Dobson M, Landsbergis P [2016]. Globalization, work, and cardiovascular disease. Intl J Health Serv 46 (4):1–37.
• Howard J [2016]. Nonstandard work arrangements and worker health and safety. Journal article. Am J Indust Med 60(1):1-10, doi: 10.1002/ajim.22669.
• Pana-Cryan R, Ray T, Bushnell T, and Quay B [2020]. Economic security during the COVID-19 pandemic: A healthy work design and well-being perspective. NIOSH Science Blog, https://blogs.cdc.gov/niosh-science-blog/2020/06/22/economic-security-covid-19/ .
• Duxbury L, Lyons, S, and Higgins C (2008). Too much to do, and not enough time: An examination of role overload. In K. Korabik, D. S. Lero, and D. L. Whitehead (Eds.) Handbook of work-family integration (pp. 125-140.) Burlington, MA: Academic Press.
• Kelly EL and Moen P (2007). Rethinking the clockwork of work: Why schedule control may pay off at work and at home. Advances in Developing Human Resources, 9, 487-506.
• Goetzel R, Fabius R, Fabius R, Roemer EC, Thornton N, Kelly RK, Pelletier KR [2016]. The stock performance of C. Everett Koop Award winners compared with the Standard & Poor's 500 Index. JOEM 58(1):9–15.
• Cherniak M [2013]. Integrated health programs, health outcomes, and return on investment. JOEM 55(12):S38–S45.
• Goetzel R [2016]. The do's and don'ts of workplace health and wellbeing programs: why building a culture of health is a true differentiator. Virgin Pulse, http://community.virginpulse.com/goetzel-building-a-culture-of-health.

National Institute for Occupational Safety and Health (NIOSH)

The Occupational Safety and Health Act of 1970 established NIOSH as a research agency focused on the study of worker safety and health, and empowering employers and workers to create safe and healthy workplaces.

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The larger the nonprofit, the more likely it is run by a white man, says new candid diversity report.

Glenn Gamboa

Associated Press

Copyright 2024 The Associated Press. All rights reserved.

Candid CEO Ann Mei Chang poses for a photo at the nonprofit's headquarters on Wednesday, Jan. 31, 2024, in New York. Chang, CEO since 2021, believes her organization can help the philanthropic sector work more efficiently by making more data from donors and grantees available to the public.(AP Photo/Peter K. Afriyie)

NEW YORK – White men are most likely to lead the largest, best-funded nonprofits, while women of color tend to lead the organizations with the fewest financial resources, according to a study from the nonprofit data research organization Candid.

“ The State of Diversity in the U.S. Nonprofit Sector ” report released by Candid on Thursday is the largest demographic study of the nonprofit sector, based on diversity information provided by nearly 60,000 public charities.

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According to the study, white CEOs lead 74% of organizations with more than $25 million in annual revenue, with white men heading 41% of those nonprofits, despite being only about 30% of the population. Women of color, who make up about 20% of the U.S. population, lead 14% of the organizations with more than $25 million in revenue and 28% of the smallest nonprofits — those with less than $50,000 in revenue.

The Candid report provides data for nonprofits who have complained for years that minority-led nonprofits attract fewer donations, government resources and sales, even after the racial reckoning following the murder of George Floyd and promises from funders of all sizes seeking change. Many groups argue that when the leadership of a charity comes from the community it is serving, its needs are met more effectively. According to a report from the Ms. Foundation for Women and the consulting group Strength in Numbers, less than 1% of the $67 billion that foundations donated in 2017 was earmarked specifically for minority women and girls.

“Our mission is to use data to help make the whole sector more efficient, effective and equitable,” Candid CEO Ann Mei Chang told The Associated Press. “We think that data is a force for good and can help everybody trying to do good, to do good better.”

The report’s findings are based on data gathered from the Demographics via Candid initiative, where nonprofits voluntarily report the diversity numbers of their organizations. Cathleen Clerkin, Candid's associate vice president of research, said authors of the report compared its findings to other sector-wide data and found them to be consistent.

Because the diversity information was self-reported, Clerkin said Candid studied whether nonprofits would be more likely to share their information because they were more diverse, but found that was not the case. What was more likely to determine whether a nonprofit reported its diversity information was how much they depended on outside donations, said Clerkin, adding that Candid hopes the report will encourage more charities to provide its organization's information.

The report found that environmental and animal welfare groups were least likely to have diverse leadership, with 88% having a white CEO. Nearly three-quarters of religious nonprofits had white CEOs, according to the report.

Portia Allen-Kyle, chief of staff and interim head of external affairs at the racial justice nonprofit Color of Change, said the report's findings were not surprising. “The backsliding of Black leadership and other underrepresented populations is exactly what we unfortunately expect to see in an era of attacks on the tools of Black power like affirmative action, like DEI (diversity, equity and inclusion), et cetera,” she said. ”It's a nonprofit space where disproportionately white leaders disproportionately receive resources from these white, ultrawealthy donors, while Black leaders from the most impacted communities are expected to often turn water into wine, using nothing but pennies on the dollar."

Allen-Kyle said the fact that the report also finds that women of color are overrepresented as leaders of the smallest charities is also not a surprise. "With these small nonprofits, especially with advocacy, Black women are going to be doing this work regardless and they’re doing it on nothing and whether or not they get paid because they believe in it,” she said.

The report also found that Latinos were underrepresented as nonprofit CEOs in nearly every state.

“We have been talking about that for decades,” said Frankie Miranda, president and CEO of the Hispanic Federation, which supports Latino communities and nonprofits. "It's the reason the Hispanic Federation was created in 1990 — to advocate for Latino-led, Latino-serving providers because we were not part of the conversation when decision-making around funding and support was happening.”

That has led to Hispanic Federation becoming one of the nation's largest grantmakers for Latino nonprofits. However, even though its findings are not unexpected, the Candid study is still extraordinarily valuable, Miranda said.

“This study will validate our argument," he said. “This is critically important for us to be able to say, ‘Here’s the proof.’ It's proof for major donors that you need to do better when it comes to diversity within your organization. Your institution needs to have the cultural competency to understand the importance of investing in our organizations, the importance of getting to know these organizations. They know how to serve these communities.”

Associated Press coverage of philanthropy and nonprofits receives support through the AP’s collaboration with The Conversation US, with funding from Lilly Endowment Inc. The AP is solely responsible for this content. For all of AP’s philanthropy coverage, visit https://apnews.com/hub/philanthropy .

Copyright 2024 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.

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