business case study notes

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

Case collection: Harvard Business Publishing

About Harvard Business Publishing

Headquartered in Boston, Massachusetts, Harvard Business Publishing (HBP) is the leading provider of teaching materials for management education.

HBP was founded in 1994 as a not-for-profit, wholly-owned subsidiary of Harvard University, reporting into Harvard Business School. HBP's mission is to improve the practice of management in a changing world. This mission influences how they approach what they do and what they believe is important.

With approximately 450 employees, primarily based in Boston, with offices in New York City, India, Singapore, Qatar and the United Kingdom, HBP serves as a bridge between academia and enterprises around the globe through its publications and multiple platforms for content delivery, and its reach into three markets: academic, corporate, and individual managers. HBP has a conventional governance structure comprising a  Board of Directors , an internal  Executive Committee , and Business Unit Directors.

About the collection

The Case Centre distributes a comprehensive range of materials including the complete collection of more than 7,500 Harvard Business School case studies, teaching notes, background notes, case videos, and a selection of software ancillaries.

Also included are:

• Brief Cases that are rigorous and compact with five-eight pages and three-four exhibits
• case studies that are popular for undergraduate-level courses
• executive education cases that provide rich yet efficient learning for managers at every level.

Additional top quality HBP teaching materials available from The Case Centre include:

• articles from the  Harvard Business Review  and other top management journals
• case method books from the Harvard Business School Press
• over 2,000  individual chapters  from popular Harvard Business School Press books
• newsletter articles  from Harvard Management Update, Strategy & Innovation, Negotiation, and Balanced Scorecard Report
• Core Curriculum Readings  that cover the foundational concepts, theories, and frameworks that business students must learn. Authored by faculty at Harvard Business School, each Reading includes a teaching note, related course materials, and exhibit slides. Many include test banks, practice questions, video clips, and Interactive Illustrations to enhance student comprehension of specific topics.

HBP also offer a number of free cases.  Browse here

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For any queries related to the Harvard Business Publishing collection, please visit:

Travis Stewart e [email protected]

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Case studies.

The teaching business case studies available here are narratives that facilitate class discussion about a particular business or management issue. Teaching cases are meant to spur debate among students rather than promote a particular point of view or steer students in a specific direction.  Some of the case studies in this collection highlight the decision-making process in a business or management setting. Other cases are descriptive or demonstrative in nature, showcasing something that has happened or is happening in a particular business or management environment. Whether decision-based or demonstrative, case studies give students the chance to be in the shoes of a protagonist. With the help of context and detailed data, students can analyze what they would and would not do in a particular situation, why, and how.

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The 2021-2022 academic year marks the 100-year anniversary of the introduction of the case method at Harvard Business School. Today, the HBS case method is employed in the HBS MBA program, in Executive Education programs, and in dozens of other business schools around the world. As Dean Srikant Datar's says, the case method has withstood the test of time.

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Most programs begin with registration, followed by an opening session and a dinner. If your travel plans necessitate late arrival, please be sure to notify us so that alternate registration arrangements can be made for you. Please note the following about registration:

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Professors are here to push everyone to learn, but not to embarrass anyone. If the class is quiet, they'll often ask a participant with experience in the industry in which the case is set to speak first. This is done well in advance so that person can come to class prepared to share. Trust the process. The more open you are, the more willing you’ll be to engage, and the more alive the classroom will become.

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Professors often encourage participants to take opposing sides and then debate the issues, often taking the perspective of the case protagonists or key decision makers in the case.

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Introduction to Business

(12 reviews)

Lawrence J. Gitman

Carl McDaniel

Monique Reece

Linda Koffel

Bethann Talsma

James C. Hyatt

Copyright Year: 2018

ISBN 13: 9781947172555

Publisher: OpenStax

Language: English

Formats Available

Conditions of use.

Learn more about reviews.

Reviewed by Melissa Polen, Instructor, Rogue Community College on 8/23/23

This textbook covers a lot of material, which is great for an introductory course! I do wish there was more information on the various sections within a business plan though. read more

Comprehensiveness rating: 4 see less

This textbook covers a lot of material, which is great for an introductory course! I do wish there was more information on the various sections within a business plan though.

Content Accuracy rating: 5

After reviewing the errata list, I have found that many of the reported errors were correct. Additionally, after reviewing the textbook myself, I found the information to be accurate.

Relevance/Longevity rating: 4

While this textbook was written in 2018, it was last updated in 2023. The content presented seems up-to-date, providing students with real-world examples that are relevant to their coursework. I think there will always be room for updates, especially around management and including information from the past few years of the pandemic.

Clarity rating: 5

All content is clearly written.

Consistency rating: 5

The layout of the chapters are clear and easy-to-understand. The various tables and figures throughout each chapter are extremely helpful to visualize the information.

Modularity rating: 5

I found this textbook very easy to work with!

Organization/Structure/Flow rating: 5

When reviewing the table of contents, I found the topics to be a logical order.

Interface rating: 5

I have had no issues with viewing this book online in a variety of formats.

Grammatical Errors rating: 5

No issues to report.

Cultural Relevance rating: 4

I believe the textbook was well diversified throughout. I think this is another area that will continue to evolve as it is updated.

I have really enjoyed this textbook and looking forward to using other textbooks from OpenStax.

Reviewed by Zachary Ward, Assistant Professor of Health Administration, University of Southern Indiana on 4/18/22

This book does a fantastic job of covering every possible aspect of business (from finance to labor management, to technology, and so forth) in a very concise and succinct way. read more

Comprehensiveness rating: 5 see less

This book does a fantastic job of covering every possible aspect of business (from finance to labor management, to technology, and so forth) in a very concise and succinct way.

To my knowledge, this text does not contain any gross errors. The authors do a great job or presenting content in a way that appears to be free of bias.

Relevance/Longevity rating: 5

This text serves as an introductory text for business. With that said, there’s not too many areas, as far as foundational principles are concerned, that become “out of date”. However, the structure of the book is such that updating areas would be easy to implement.

Each chapter contains a “key terms” section where terms from each chapter are defined. Further, this text is written in a way that flows well and is easily understandable to the lay person.

Each chapter in the text follows the same basic outline. There is an introduction that sets the stage for the major concept(s) that will be discussed in the chapter. Additionally, each chapter opens with learning outcomes listed.

Each chapter is divided into smaller sections, which makes the chapters more reader and learner friendly. The online version of the text is designed in a way that each module in the chapter is on one page, which ends needless scrolling for information. Further, the study guide that’s available for each chapter is very useful, too.

There is an obvious flow within the text. The first chapter lays out the principles of business. From there, the text progresses from ethics to marketplace to structure to strategies to finance.

I have not found any interface issues in the online version of the text (which is what I prefer to use).

From my use of the text, I have not found any gross errors from a grammar perspective.

Cultural Relevance rating: 5

In my reading/review/use of this text, I have not encountered any cases where there was an issue of the text being insensitive or offensive in any way.

Reviewed by Mark Elton, Senior Instructor of Marketing, Western Oregon University on 3/7/22

Intro to business is a survey course and quickly covers a multitude of topics; breadth not depth is the main goal. This book does a good job of briefly touching on the salient points. read more

Intro to business is a survey course and quickly covers a multitude of topics; breadth not depth is the main goal. This book does a good job of briefly touching on the salient points.

I have used the book for multiple terms now and have not found any major errors in the information presented.

The general concepts of business don't change very much over time. The case studies and examples are constantly changing. There is always the next big thing as well. The textbook does a good job of keeping the information basic and evergreen. I ask the students to provide more up to date examples and talk about the latest trends.

Very straight forward. Easy to read and digest.

Each chapter is the same with an opening story that illustrates some major ideas of the chapters and allows the instructor to refer back to it throughout the discussion.

Each chapter is a new theme or aspect of business and can be presented independently, skipped or expanded upon.

The flow has worked well for me.

Interface rating: 3

I prefer a printed textbook. I don't like the PDF

Not really sure if there are no errors or not. I didn't see any and grammar and usage errors usually jump of the page.

I did not find the text to be insensitive or offensive in any way.

This book has served me well.

Reviewed by Doreen Lawrence, Adjunct Professor, Cape Cod Community College on 6/26/21

This text does an excellent job covering the basic concepts of an Introduction to Business course. The features of the text are especially relevant with up-to-date examples of what’s happening in today’s organizations, ethical issues to make... read more

This text does an excellent job covering the basic concepts of an Introduction to Business course. The features of the text are especially relevant with up-to-date examples of what’s happening in today’s organizations, ethical issues to make students think, and critical thinking questions for lively discussions. Each chapter begins with Learning Outcomes, and ends with a review of the Learning Outcomes.

The text is accurate, with no errors found.

The text is up-to-date, with highly relevant materials. The text provides students with several features to help with the understanding of course materials. There are several features, and one of them is, Ethics in Practice, which is especially relevant in an introduction to business course. There is another section on Expanding Around the Globe, which helps students understand our global economy, and the reliance we have on one another around the world. There are several other features that add richness to the course. These examples should be updated on a regular basis to remain current.

The clarity of the text is clear, concise, and well suited for early college use. Students will learn new terminology throughout each chapter, with definitions and a glossary at the end of each chapter.

Pages are laid out in an easy-to-read manner.

You do not have to follow the order of the text. Chapters can be presented in a different sequence. The chapters are sectioned and summarized, for ease of modular use.

The text follows a logical approach in the order of topics, similar to other Introduction to Business textbooks.

There were no interface issues. Navigating from one page to another, or from one chapter to the glossary was done with ease. The photos used were clear and relevant; however, I feel there could have been more photos used.

No grammatical errors were found.

The text was culturally appropriate with no biases.

The text gives professors information, tips, case studies, in-text videos, ethics activities, and other experiential activities needed for an interesting, informative and lively course. The materials were enough to keep my 3-hour class fully engaged with various activities that tied into the concepts for each chapter. The students enjoyed using the text because of the easy-to-read layout, the easy online navigation, and most of all students appreciated the fact that the text was free. Students were given detailed instructions on how to download the text. Professors were given Guided Lecture Notes; Instructor Manual; Test Bank; Video Guide; and Power Points for each chapter. If I had to change one thing, it would be the content of the Power Points. Most of the power points had Concept Check discussion questions. I would have liked to see more information about the concepts covered, along with illustrations. The authors did state that their power points was a starting point for instructors to build their lectures. Overall, I successfully used this text in the past, and plan on using it again next semester.

Reviewed by Jon-Michael Kowertz, Adjunct Professor, Portland Community College on 6/14/21

For an “Intro” book, all and all very through and comprehensive book covering the basic fundamentals of the business world. read more

For an “Intro” book, all and all very through and comprehensive book covering the basic fundamentals of the business world.

I did not find any errors in the chapters that I scanned.

The challenge with any books, especially business books with the need and importance to include relevant and real-life examples and case studies. Unfortunately, all of those stories are short-lived and perishable until the next big story makes them obsolete and stall.

Basic use of business language, vocabulary and terminology is used throughout and builds upon each, reinforces importance for future business classes as to be expected from an Intro to Business book for first year and second year students with little to no business background.

The chapter’s content is laid out with consistency throughout the book, following the same and similar format: Introduction, Concept Checks, Catching the Entrepreneurial Spirit, Managing Change, Key Terms and End of Chapter exercise and resources.

Modularity rating: 4

It does not appear that the book is set-up using a modular approach or using sections to breakdown the 17 chapters in 4-5 broad sections or modules. Consider using a common modular format that include Business Basics, Marketing, Operations and Finance.

The books organization and structure flows nicely with little changes will be required for my four modular-approach to implement into a 10 week term.

The book’s interface is a little clumsy using the PDF reader. I like some of the other publisher’s reading platforms. I do like the highlighting feature and would prefer a snippet tool. I should probably download Acrobat Pro DC to get more robust features of the book’s interface.

I’m not an English major or editing expert lol but nothing jumped out at me as being grammatically incorrect.

The text is not culturally insensitive or offensive in any way. It should make use of examples that are inclusive of a variety of races, ethnicities, and backgrounds. Great question, this is always going to be a sensitive concern. As with most books there will always be shortcoming is providing meaningful cultural relevance.

A little text heavy without many pictures. Or pictures of people (with smiles lol), especially BIPOC. Loved the graphics. I've always liked helpings students make the connection between business and personal life. Especially, valuable to students not on a business degree pathway. Here’s my chapter notes for general feedback as part of my book review: 1 Understanding Economic Systems and Business Great, simple and well round presentation in economics and banking. 2 Making Ethical Decisions and Managing a Socially Responsible Business Complicated topic of ethics. Very relevant to incorporate Corporate Social Responsibility (CSR). Would be nice to include more information on “Benefit Company”. 3 Competing in the Global Marketplace I’d like to see more discussion and exercise on foreign exchange rates. Students have a tough time understanding and applying this LO, which I consider fundamentally important in global trade. Even some simple examples of tourist shopping aboard would help 4 Forms of Business Ownership Nice overview of the different business structures available. Would be nice to add “Not-for-Profits” organizations to compare and contrast other business types. 5 Entrepreneurship: Starting and Managing Your Own Business One of my favorite chapters in the book. This chapter both transcends and reinforces other learning objectives throughout the book. 6 Management and Leadership in Today's Organizations Could expand more about the difference between manager vs leaders. Reinforce the importance of honing leadership skills and the value in the workplace because employers want to hire leaders. 7 Designing Organizational Structures It will be interesting if the ”COVID fallout” continues to support work from home or if employers demand telework employees to return to the office. Organizational structures will continue to change. 8 Managing Human Resources and Labor Relations I like highlighting the importance of Managing Workplace Diversity. Consider comparing employee vs contractor rules and regulations as part of the gig economy. Could also update based on the work from home mandates related to COVID closures, etc. Other issues to highlight gender pay gaps, Family Medical Leave (FML), Personal Time Off (PTO), and Minimum wage mandates. 10 Achieving World-Class Operations Management While mentioned on the following page could consider adding Six Sigma graph. Consider using some examples of the COVID related shortages from panic buying. Just-in-time inventory has weaknesses from unexpected buying surges as we have seen over the last 18 months. 12 Distributing and Promoting Products and Services Chapter 12 are the most popular to the sales and marketing students. I would recommend using the term “consumer persona” as a tool for market segmentation summarized in the chapter. To help be consistent with the “4 P’s of Marketing” make the connection with the previous chapter’s LO. “Promotion and Distribution (aka ‘Place’)”. 13 Using Technology to Manage Information Big time chapter and students have an overwhelming interest in starting a web-based business endeavor. I would like to see more emphasis on online privacy as people are not aware of how technology and social media platforms uses cookies, etc to track and sell consumer behavior. Big shift to record online sales transactions as a result of COVID. 15 Understanding Money and Financial Institutions “Financing Small Business Activities” could revisit product lifecycle to align sales with appropriate funding options. Meaning early phase startups are usually not strong candidates for traditional bank loans. Definitely include/expand crowdfunding/crowdsourcing for startups. 16 Understanding Financial Management and Securities Markets Great job presenting a complicated topic of investing. Consider expanding and diving deeper on the subject of IPO’s. 17 Your Career in Business Love this chapter, I do not cover this chapter but do have an individual assignment for a resume and LinkedIn profile.

Reviewed by Julie Stewart, Associate Professor, Community College of Aurora on 5/29/21

This text provides an excellent overview of business with a comprehensive index. The book clearly outlines resources and further readings for continued study of a particular topic. The text did not expand on franchising as a business design but... read more

This text provides an excellent overview of business with a comprehensive index. The book clearly outlines resources and further readings for continued study of a particular topic. The text did not expand on franchising as a business design but covered others well and provided the pros and cons effectively.

The content is accurate and represents main topics associated with an introduction to business course. The topics are broad in breadth and provide real-world examples of hte content for relatability.

The book provides relevant examples and content relating to the overall business world. More content related to virtual business activities could be included. The arrangement of the text would allow for easy updating and additional content in these areas to be added. One of the best elements of this text was the

The book used effective language that was appropriate for higher education learners. The terminology was well described and there were activities within each chapter as a resource for students to further work with the language. This book provided an introduction to business law which was much more comprehensive than the current text I use.

Consistency rating: 4

The segments that existed within each chapter were consistent. There could have been more chapters that included career opportunities in the particular content area component to help students explore potential avenues for work. The terminology was consistent throughout the text and was easily referenced for students to go back and review earlier definitions and contextual utilizations.

The modules were well organized and made sense. The headings were appropriately placed and color was used to indicated additional readings, activities, or reflective materials. The sub-units could easily be rearranged, if necessary for presentation by the instructor. The text provided comprehensive content without being arduous and overwhelming.

The organization was well thought out and aligned with the design of an introduction to business course well. There was little need to skip around during the semester which can cause students confusion.

The graphs and navigation were easily used and free of errors. There were clear explanations of the images and charts that expanded on the content being presented. Navigating this text was very user-friendly and straightforward.

There were few grammatical and spelling errors in the text.

Cultural Relevance rating: 3

The cultural relevance of the imagery in the text lacked diversity. The photos represented many women but very few people of color. The examples throughout the text showed examples of successful individuals as white males.

There was a section in each chapter that discussed cases and problems that provided great topic starters for a class session. These could be expanded for more comprehensive assignment work but were great for low-stakes assignments and ice breakers.

Reviewed by MARCUS LACHER, Instructor, Minnesota State Community and Technical College on 3/27/21, updated 6/1/21

Very professionally-constructed textbook. On-par or greater than commercially-produced books from the major publishers. Very relevant for the pre-pandemic business world. read more

Very professionally-constructed textbook. On-par or greater than commercially-produced books from the major publishers. Very relevant for the pre-pandemic business world.

I have utilized the text for two courses, and I cannot recall finding any technical errors with the book.

Many recent business stories are used as examples in teaching fundamental concepts. This really increases the relevancy and integrity of the text. The authors do not shy away from trendy subjects, products or people. For example, a lot of references to Elon Musk, China, Google, etc.

Clarity rating: 4

Each chapter has a glossary of key terms and a summary of learning outcomes. A few of the end-of-chapter activities could be more explicit. The associated instructor materials also lack detail in this area.

Very formal and consistent framework.

Hard to get more modular than seventeen chapters and an appendix! I moved chapter 14 behind chapters 15 and 16, but this was not a "no-brainer" adjustment. The chapter lengths were long-enough to be comprehensive without being too long.

Well-organized. I liked the final chapter that focused on business careers. Would potential consider teaching topic this Week 1.

The text and associated instructor materials are of very high quality appearance. The images, and videos are excellent. As with most texts, a few hyperlinks no longer work, but that is a teachable moment for students as well!

Multiple authors and contributors have created a high-quality text with a common voice.

Did not notice any offensive or insensitive content, but this topic could be an area of additional content or an appendix given recent cultural events in the U.S. and abroad. The "cancel culture" impact is real, and businesses and their employees need to learn about potential ramifications of their words and actions.

Really liked this book, as well as the instructor materials that suggested appropriate video links. I would like to see more end-of-chapter activities with more in-depth assessment prompts. There are plenty of open-ended, critical thinking prompts, but more structured activities would be welcome too.

Additional content on the impact of the pandemic on business and society would make a great chapter/appendix as well!

Reviewed by Crystal Ringer, Adjunct Professor, Trine University on 3/2/21

This textbook appropriately touches upon all areas of business necessary in giving students a broad overview of how businesses operate. I appreciate that it goes one level beyond the business core of human resources, marketing, financial... read more

This textbook appropriately touches upon all areas of business necessary in giving students a broad overview of how businesses operate. I appreciate that it goes one level beyond the business core of human resources, marketing, financial accounting, and management by covering topics such as business ownership and pricing strategies.

The topics presented are up-to-date and relevant. The author takes an unbiased look at business from every angle.

I appreciate the use of modern, real-world examples to give students a more in-depth understanding of these business topics, which are otherwise abstract and intangible.

Some of these business concepts are hefty and more in-depth than one would expect for an introductory book, but they are covered in great detail and at length so that students can process the information by looking at graphs, charts, and examples in addition to just reading the definition of concepts.

All of the information presented appears to be consistent with what I've found in other sources and as is understood by today's business community.

Though there are large blocks of text at times, the author does place graphics, charts, and other visuals to help add diversity in the reading.

Organization/Structure/Flow rating: 4

Though there are a wide range of topics covered, each chapter is broken down into sub-topics to help students locate material as well as learn the concepts in a thorough manner. My only suggestion would be to offer the financial and accounting chapters earlier in the text book because they are topics often seen as intimidating to students, and students may have anxiety over covering those topics near the end of the book. However, instructors can choose to have students learn the topics in any order, and even omit sections not deemed as vital as others.

Images and displays looked appropriate. Visual aids added to the learning experience and did not distract from the subjects being presented.

There were no grammatical errors that I found.

This text is not culturally insensitive. I would even encourage the use of recent social or political examples to show how they are impacting the business realm (i.e. COVID-19).

I have already used this book once for my Business Concepts class and recommend its use for other faculty wishing to find a comprehensive business text books for students.

Reviewed by Sherri (Sharon) LaRue, Associate Professor, University of Alaska Anchorage on 11/9/20, updated 1/10/21

It's very in-depth. Sometimes I feel like it might be more in-depth than an introductory text. I teach a class that is supposed to be for non-business majors, and I think some more general information might be better. For all that though, I... read more

It's very in-depth. Sometimes I feel like it might be more in-depth than an introductory text. I teach a class that is supposed to be for non-business majors, and I think some more general information might be better. For all that though, I didn't find real information on some basic concepts, like SWOT analysis or the Five Forces Model. I supplemented with other material, but I think that would give some context to some of the discussions.

Everything I have double-checked has been very accurate.

I think it's very up to date. Some of the other books I looked at were using very old concepts, and this seems quite contemporary. The examples of current business leaders are great and they offer diverse points of view.

Some of the information on economics was potentially confusing, as it went more in-depth than I would imagine an introductory business text to go. I am rearranging some of the chapters to make some common concepts, like control and financial measures, be presented closer together.

Yes, I think it uses the correct and current phraseology you would expect to see as students transition to jobs.

I very much like the way the book is designed. It's definitely small, workable sections, with the exception of one chapter which covers planning, control and decision-making, which could have been at least a couple of smaller chapters.

Organization/Structure/Flow rating: 3

I did change the chapters around, but that might just be my personal preference. I tried to group the chapters by how they worked internally and externally, but as I said this might be just the way that makes sense to me.

Interface rating: 4

Some of the charts we a little too wordy. I would prefer a cleaner chart with less words. I like what the charts are showing us, but I think they could be cleaner and easier to visualize.

Grammatical Errors rating: 4

The book's grammar and editing are fine.

I think they do a good job with this. They are careful to represent different points of view and show a broad background in their examples.

Reviewed by Laura Boehme, Faculty, part-time, Central Oregon Community College on 6/25/20

The text covers the broad spectrum of relevant business topics in a thorough yet digestible manner. The level of detail, and numbering systems for each chapter is sufficient for students to gain necessary exposure, understanding, and practice on... read more

The text covers the broad spectrum of relevant business topics in a thorough yet digestible manner. The level of detail, and numbering systems for each chapter is sufficient for students to gain necessary exposure, understanding, and practice on key business competencies. The additional student and instructor resources make this book an even more beneficial learning tool.

The text accurately covers the topics as well as providing current case studies, critical thinking exercises, and vignettes with practical examples of the concepts to be learned. Additionally, the businesses referenced in the text are recent, enhancing the learner’s ability to cross-check and validate information and business practices. The marketing section is slightly different than other business books as it presents the “Five Ps” (versus Four Ps) but the fifth P – people – is a relevant and helpful addition.

The text content is recent and relevant to current business practices and concepts at this time. The nature of business, both globally and nationally, changes often, so the text will likely need to be reviewed and updated about every two years to ensure both accuracy and relevance in order to keep student’s engaged. Perhaps an emphasis on politics/social changes and business impacts could be better integrated into the textbook.

The text is written in clear, succinct chapters. The chapters are not too long and the table of contents is well-organized to help the learner easily navigate and access each chapter and related resources. The ability to search the book is also very helpful. Each chapter has a section for key terms, learning outcomes, and activities – all contributing to the clarity and usefulness of the materials presented.

The text and organization of each chapter are consistent, lending to the usability of the content and resources. Each chapter has a concept check, allowing the learner to reflect on key business questions and topics. The order of chapters effectively establishes a solid business foundation for the student and helps set a reliable pattern for what to expect.

The text and resources allow a solid curriculum design of a syllabus and/or course with modularized content aligned with learning outcomes. Additionally, the student can quickly go to each chapter and pick out the fundamental business concepts, supported by student resources. One does not need to use every chapter or every sub-chapter to provide students with an introduction to business. Very flexible in this area.

The topics are presented in a highly structured and “scaffolded” manner, meaning, one area can build on another. There is flexibility to use topics out of order, but one would want to be careful to ensure students have some solid foundations like economic systems, forms of business ownership, entrepreneurship, and marketing.

The interface and navigation are done exceptionally well for this text. User-friendly, easy table of contents to follow, chapter consistency, and helpful search options. All make for a great user experience.

No grammatical errors were noticed or found that interrupted learning or flow.

The text is culturally respectful. The examples and pictures are inclusive of a variety of races, ethnicities, and backgrounds. Perhaps a few more pictures could be added into the sections of management/leadership and your career in business to emphasize individuals, teams and inclusivity. One area where the book excels is threading the concepts of ethics and social responsibility throughout the chapters. There is a dedicated chapter on these topics as well.

I used this book to create an online course. The students found the book to be easy to read, easy to use, and relevant to their learning. The extra instructor and student resources provided assessments, exams, case studies, and other practical helps to build a full course that was learner-centered and based on business learning outcomes. I highly recommend the book for its comprehensiveness, suitability to business concepts, and attention to what matters most in the business world and in the classroom (or online).

Reviewed by Kathryn Archard, Senior Lecturer, Writing Program Director, University of Massachusetts Boston on 5/27/20

The 17 chapters cover the quintessential subject matter areas for business. read more

The 17 chapters cover the quintessential subject matter areas for business.

The content, written by academic researchers, provides clear up-to-date information. A variety of perspectives are included.

The examples and case studies used are relevant to today's business concerns. Real world companies and business products are examined. The "Hot Links" add additional relevant resources.

The textbook is written in accessible language and highly appropriate for an introductory first year class in business.

The textbook uses a consistent and clear format. The terminology and framework are appropriate for an introductory level course.

The textbook modularity is good. The index takes a while to load but clearly identifies the topic links in every chapter.

The topics covered are organized in a clear, developmentally appropriate sequence.

The interface appears easily and clearly in most browsers.

The textbook is well written.

The subject matter covered in each chapter is extremely relevant for today's business student. An inclusive and varied amount of examples and exercises are provided in each chapter.

Seventeen chapters are quite extensive. I would condense chapters 15 & 16 into one chapter and omit chapter 17.

Reviewed by Jordan Mays, Adjunct Instructor, Oakland City University on 1/22/19

As a textbook targeted at an introductory course in business, the Introduction to Business - 2018 textbook provides a practical overview of various aspects of business over the course of 17 chapters. In addition, this textbook provides key terms... read more

As a textbook targeted at an introductory course in business, the Introduction to Business - 2018 textbook provides a practical overview of various aspects of business over the course of 17 chapters. In addition, this textbook provides key terms (with definitions) at the end of each chapter, which is easier for students to access than looking at one large glossary at the end of a textbook.

The information in the textbook was accurate and reviewed my a large number of professionals as referenced at the beginning of the textbook. The information utilized a fact presenting format that steers clear of unbiased content.

As this book was created in 2018, the content is very much up to date and figures references are from 2017 or newer. Interestingly, the first time I opened the book it appeared to have an update as well which demonstrates the accuracy of the textbook and how the material is being periodically updated.

The introduction to business - 2018 textbook introduces students to key terminology and jargon that will be continually referenced in future business courses. Some of these terms may be new to students with little exposure prior to the introduction to business course, but the text does a good job of addressing these areas to prevent most issues.

This textbook is consistent in the way that the book is created from beginning to end. The creation of each chapter and section are very well planned and executed.

Additional reading components of this textbook enhance the topics covered by introducing real world examples and applications. These areas are separated by a shaded background which adds to the layout and creates a smooth flow from section to section.

The topics of this course cover many areas of business. In many ways it is up to the instructor to possibly see the organization of the textbook as either good or in need of improvement. Each concept is focused on its own chapter, so clearly assigning the chapters that are requested in a particular order can assist in the organization of the material. The last chapter of this textbook is perfect for summarizing the importance of an introduction to business course as it addresses the student's future career in a business field.

Every image, chart, graph, etc. had no issues working on either the web version of the PDF version of this textbook. I do find it an advantage that the book is available in a PDF which allows students to download the content and review it offline, anywhere.

No grammatical errors were noticeable to me as I reviewed this textbook.

Every chapter in this textbook contained additional ethics assignments that help incorporate diversity and different dilemmas that businesses have faced over the years. These assignments along with examples in the textbook help to create a more inclusive learning experience for students.

The Introduction to Business - 2018 textbook offers many different options for additional study, research, questions, etc. at the end of each chapter. These options make it ideal for instructors that are not sure about utilizing an open textbook, as the quantity and quality of the assignments helps instructors customize the course textbook to fit their individual needs.

Table of Contents

• Chapter 1: Understanding Economic Systems and Business
• Chapter 2: Making Ethical Decisions and Managing a Socially Responsible Business
• Chapter 3: Competing in the Global Marketplace
• Chapter 4: Forms of Business Ownership
• Chapter 5: Entrepreneurship: Starting and Managing Your Own Business
• Chapter 6: Management and Leadership in Today's Organizations
• Chapter 7: Designing Organizational Structures
• Chapter 8: Managing Human Resources and Labor Relations
• Chapter 9: Motivating Employees
• Chapter 10: Achieving World-Class Operations Management
• Chapter 11: Creating Products and Pricing Strategies to Meet Customers' Needs
• Chapter 12: Distributing and Promoting Products and Services
• Chapter 13: Using Technology to Manage Information
• Chapter 14: Using Financial Information and Accounting
• Chapter 15: Understanding Money and Financial Institutions
• Chapter 16: Understanding Financial Management and Securities Markets
• Chapter 17: Your Career in Business

Ancillary Material

About the book.

Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond.

About the Contributors

Lawrence J. Gitman, San Diego State University

Carl McDaniel, University of Texas

Amit Shah, Frostburg State University

Linda Koffel, Houston Community College

Bethann Talsma, Davenport University and Grand Rapids Community College

James C. Hyatt, University of The Cumberlands

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Sage Business Cases: For Faculty & Instructors

• For Librarians
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• For Students & Researchers

Teaching & Instruction Materials

• SAGE Business Cases Top Tips for Faculty Looking for quick and easy pointers? Here's our recommended top tips for faculty.
• An Introduction to Sage Business Cases This PDF provides an overview on Sage Business Cases content, editorial process, creating a user profile, and platform features.
• Learning Effectively with Case Studies Gain real-world insight on how to integrate cases for effective learning through this exchange between a professor and a former MBA student.
• Sage Business Cases & Sage Video Pairings This document provides content pairings of Sage Business Cases and Sage Video with chapters from the Sage textbook Leadership: Theory and Practice.
• Teaching Notes Access Teaching Notes content is locked to student users and can be accessed by faculty by following these step-by-step instructions.

Terms & Content

Supplementary Materials

Sage Business Cases come with a variety of supplementary materials to enhance teaching and instruction with cases. These include open-ended Discussion Questions, Teaching Notes, and Learning Objectives. 

Direct Cases are d eveloped from information provided directly from an organization, business, or individuals. 

Indirect Cases  are developed from information pulled from existing published resources.

Experienced Cases are developed from general experience of an industry or organization using disguised details.

Teaching Notes

Teaching notes are available for all Sage Originals cases and a majority of cases from content partners. These notes are locked for librarian/faculty use. Features of teaching notes include:

• Case summary
• Teaching objectives
• Target audience
• Suggested teaching strategy
• Suggested answers to discussion questions

Additional Course Materials

Visit  Sage College Publishing  to find  additional course materials that match your teaching and instruction needs.

Using Sage Business Cases

This 3-minute video provides a brief introduction to  Sage Business Cases  along with a walkthrough of the platform functionality. Learn how to browse for cases, refine search results to find your ideal case, and use the case page features.

Teaching with Business Cases

'Teaching with business cases' webinar (April 2021).mp4 from SAGE Publications, Inc. on Vimeo .

This 47-minute video provides tips, tricks, and resources for faculty and instructors teaching with business cases. Learn what makes a good case as well as when, why, and how to teach with cases. 

Accessing Teaching Notes for Sage Business Cases

SAGE Business Cases Teaching Notes Access from SAGE Publications, Inc. on Vimeo .

This 3-minute video shows you how to unlock your teaching notes access to begin using these supplementary materials in conjunction with cases for your courses.

Mapping Cases to Business & Management Topics

The following list provides a sampling of Sage Business Cases that are relevant to common topics within Business & Management courses. 

Leadership           

• Cannabusiness in Washington DC
• Controversy Over Gender Differences and Free Speech at Google
• Dan Olofsson: IT Magnate at a Turning Point

Strategic Management

• A Place in the Family: Corporate Governance Practices in Family Firms
• At Ford, Turnaround is Job One
• Apple, Inc: Data Privacy and a Request from the FBI

Operations Management

• Improving Wait Times at the Cambridge University Hospital’s Accident & Emergency Department
• Business Model Innovation – The Case of a Learning Network Approach to O&M Solutions in the Swedish Wind Energy Industry
• Cadbury: An Ethical Company Struggles to Insure the Integrity of Its Supply Chain
• Ambush Marketing: the 2010 FIFA World Cup South Africa
• Apple, Inc.: Pricing the iPhone (A) and (B)
• BMW: The Development of Social Media Policy

Finance Management   

• Cost Accounting Approaches: The Lean Success
• Capital Budgeting Decision Analysis
• David Bowie: Fame and Finance

Human Resource Management

• Amazon.com, Inc.: Big Ideas in a Bruising Workplace
• Benefits and Business at Aflac and L.L. Bean
• Creating Incentives for Change by Keeping Score

Business Management Skills

• When Teammates Do Not Respond: Managing Virtual Project Teams
• Consumer Goods Company: A Woman Sailing for Success
• Growing Managers: Moving from Team Member to Team Leader

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Submitting Business Cases for Publication

The goal of Sage Business Cases is to build a world-class case collection that is fully accessible to faculty, instructors, researchers, and students through their academic libraries. Are you new to writing cases, curious about our case authors, or interested in becoming an author? Sage offers our case authors the following benefits:

• Discoverability of your work on our global Sage Knowledge platform
• The opportunity to have your case peer-reviewed
• Indexing on Google Scholar
• A chance to help educate the next generation of students
• Copyright in your name
• Payment for published cases

Read more about our authors, watch a testimonial from case author  Matt Cronin ( A Question of Value ), and  submit your case for publication consideration at  Sage Business Cases: Information for Authors.

• Author Guidelines Read this document for a checklist of materials and other submission items to include when submitted a case for publication.
• Tips for Writing Cases Learn from a pro! Check out these top tips for writing cases from Noah Barsky, PhD, Villanova University.
• Submission FAQs Discover the ins and outs of submitting cases for publication with Sage.

Use these templates to get started writing your case for submission.

• Instructions for Submission
• Title Page Template
• Case Template
• Teaching Notes Template

Explore Top Cases

• Top 50 Sage Business Cases Explore our cases further with these Top 50 Sage Business Cases.
• Growing Managers: Moving from Team Member to Team Leader This case describes a newly promoted middle manager in a global, multi-cultural organization who is challenged by a number of factors in the workplace which are impacting her and her team's ability to perform to the expectations of her regional manager.
• Netflix Dynamic Capabilities for Global Success With over 90 million members in more than 130 countries, Netflix has proven itself to be a leader in the global Internet TV industry. This case study documents the firm’s phenomenal rise from uncertain beginnings in DVD rentals to online streaming and original content.
• Servant Leadership: The Case of Nelson Mandela This case provides students an opportunity to understand the overall philosophy of servant leadership and the characteristics of servant leaders. An analysis of Nelson Mandela’s leadership serves as a framework to better understand servant leadership as outlined by Robert Greenleaf, who many credit with advancing the concept of servant leadership.
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• Last Updated: Sep 8, 2023 5:32 PM
• URL: https://sagepub.libguides.com/business

7 Favorite Business Case Studies to Teach—and Why

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• Case Teaching
• Course Materials

FEATURED CASE STUDIES

The Army Crew Team . Emily Michelle David of CEIBS

ATH Technologies . Devin Shanthikumar of Paul Merage School of Business

Fabritek 1992 . Rob Austin of Ivey Business School

Lincoln Electric Co . Karin Schnarr of Wilfrid Laurier University

Pal’s Sudden Service—Scaling an Organizational Model to Drive Growth . Gary Pisano of Harvard Business School

The United States Air Force: ‘Chaos’ in the 99th Reconnaissance Squadron . Francesca Gino of Harvard Business School

Warren E. Buffett, 2015 . Robert F. Bruner of Darden School of Business

To dig into what makes a compelling case study, we asked seven experienced educators who teach with—and many who write—business case studies: “What is your favorite case to teach and why?”

The resulting list of case study favorites ranges in topics from operations management and organizational structure to rebel leaders and whodunnit dramas.

1. The Army Crew Team

Emily Michelle David, Assistant Professor of Management, China Europe International Business School (CEIBS)

“I love teaching  The Army Crew Team  case because it beautifully demonstrates how a team can be so much less than the sum of its parts.

I deliver the case to executives in a nearby state-of-the-art rowing facility that features rowing machines, professional coaches, and shiny red eight-person shells.

After going through the case, they hear testimonies from former members of Chinese national crew teams before carrying their own boat to the river for a test race.

The rich learning environment helps to vividly underscore one of the case’s core messages: competition can be a double-edged sword if not properly managed.

Executives in Emily Michelle David’s organizational behavior class participate in rowing activities at a nearby facility as part of her case delivery.

Despite working for an elite headhunting firm, the executives in my most recent class were surprised to realize how much they’ve allowed their own team-building responsibilities to lapse. In the MBA pre-course, this case often leads to a rich discussion about common traps that newcomers fall into (for example, trying to do too much, too soon), which helps to poise them to both stand out in the MBA as well as prepare them for the lateral team building they will soon engage in.

Finally, I love that the post-script always gets a good laugh and serves as an early lesson that organizational behavior courses will seldom give you foolproof solutions for specific problems but will, instead, arm you with the ability to think through issues more critically.”

2. ATH Technologies

Devin Shanthikumar, Associate Professor of Accounting, Paul Merage School of Business

“As a professor at UC Irvine’s Paul Merage School of Business, and before that at Harvard Business School, I have probably taught over 100 cases. I would like to say that my favorite case is my own,   Compass Box Whisky Company . But as fun as that case is, one case beats it:  ATH Technologies  by Robert Simons and Jennifer Packard.

ATH presents a young entrepreneurial company that is bought by a much larger company. As part of the merger, ATH gets an ‘earn-out’ deal—common among high-tech industries. The company, and the class, must decide what to do to achieve the stretch earn-out goals.

ATH captures a scenario we all want to be in at some point in our careers—being part of a young, exciting, growing organization. And a scenario we all will likely face—having stretch goals that seem almost unreachable.

It forces us, as a class, to really struggle with what to do at each stage.

After we read and discuss the A case, we find out what happens next, and discuss the B case, then the C, then D, and even E. At every stage, we can:

see how our decisions play out,

figure out how to build on our successes, and

address our failures.

The case is exciting, the class discussion is dynamic and energetic, and in the end, we all go home with a memorable ‘ah-ha!’ moment.

I have taught many great cases over my career, but none are quite as fun, memorable, and effective as ATH .”

3. Fabritek 1992

Rob Austin, Professor of Information Systems, Ivey Business School

“This might seem like an odd choice, but my favorite case to teach is an old operations case called  Fabritek 1992 .

The latest version of Fabritek 1992 is dated 2009, but it is my understanding that this is a rewrite of a case that is older (probably much older). There is a Fabritek 1969 in the HBP catalog—same basic case, older dates, and numbers. That 1969 version lists no authors, so I suspect the case goes even further back; the 1969 version is, I’m guessing, a rewrite of an even older version.

There are many things I appreciate about the case. Here are a few:

It operates as a learning opportunity at many levels. At first it looks like a not-very-glamorous production job scheduling case. By the end of the case discussion, though, we’re into (operations) strategy and more. It starts out technical, then explodes into much broader relevance. As I tell participants when I’m teaching HBP's Teaching with Cases seminars —where I often use Fabritek as an example—when people first encounter this case, they almost always underestimate it.

It has great characters—especially Arthur Moreno, who looks like a troublemaker, but who, discussion reveals, might just be the smartest guy in the factory. Alums of the Harvard MBA program have told me that they remember Arthur Moreno many years later.

Almost every word in the case is important. It’s only four and a half pages of text and three pages of exhibits. This economy of words and sparsity of style have always seemed like poetry to me. I should note that this super concise, every-word-matters approach is not the ideal we usually aspire to when we write cases. Often, we include extra or superfluous information because part of our teaching objective is to provide practice in separating what matters from what doesn’t in a case. Fabritek takes a different approach, though, which fits it well.

It has a dramatic structure. It unfolds like a detective story, a sort of whodunnit. Something is wrong. There is a quality problem, and we’re not sure who or what is responsible. One person, Arthur Moreno, looks very guilty (probably too obviously guilty), but as we dig into the situation, there are many more possibilities. We spend in-class time analyzing the data (there’s a bit of math, so it covers that base, too) to determine which hypotheses are best supported by the data. And, realistically, the data doesn’t support any of the hypotheses perfectly, just some of them more than others. Also, there’s a plot twist at the end (I won’t reveal it, but here’s a hint: Arthur Moreno isn’t nearly the biggest problem in the final analysis). I have had students tell me the surprising realization at the end of the discussion gives them ‘goosebumps.’

Finally, through the unexpected plot twist, it imparts what I call a ‘wisdom lesson’ to young managers: not to be too sure of themselves and to regard the experiences of others, especially experts out on the factory floor, with great seriousness.”

4. Lincoln Electric Co.

Karin Schnarr, Assistant Professor of Policy, Wilfrid Laurier University

“As a strategy professor, my favorite case to teach is the classic 1975 Harvard case  Lincoln Electric Co.  by Norman Berg.

I use it to demonstrate to students the theory linkage between strategy and organizational structure, management processes, and leadership behavior.

This case may be an odd choice for a favorite. It occurs decades before my students were born. It is pages longer than we are told students are now willing to read. It is about manufacturing arc welding equipment in Cleveland, Ohio—a hard sell for a Canadian business classroom.

Yet, I have never come across a case that so perfectly illustrates what I want students to learn about how a company can be designed from an organizational perspective to successfully implement its strategy.

And in a time where so much focus continues to be on how to maximize shareholder value, it is refreshing to be able to discuss a publicly-traded company that is successfully pursuing a strategy that provides a fair value to shareholders while distributing value to employees through a large bonus pool, as well as value to customers by continually lowering prices.

However, to make the case resonate with today’s students, I work to make it relevant to the contemporary business environment. I link the case to multimedia clips about Lincoln Electric’s current manufacturing practices, processes, and leadership practices. My students can then see that a model that has been in place for generations is still viable and highly successful, even in our very different competitive situation.”

5. Pal’s Sudden Service—Scaling an Organizational Model to Drive Growth

Gary Pisano, Professor of Business Administration, Harvard Business School

“My favorite case to teach these days is  Pal’s Sudden Service—Scaling an Organizational Model to Drive Growth .

I love teaching this case for three reasons:

1. It demonstrates how a company in a super-tough, highly competitive business can do very well by focusing on creating unique operating capabilities. In theory, Pal’s should have no chance against behemoths like McDonalds or Wendy’s—but it thrives because it has built a unique operating system. It’s a great example of a strategic approach to operations in action.

2. The case shows how a strategic approach to human resource and talent development at all levels really matters. This company competes in an industry not known for engaging its front-line workers. The case shows how engaging these workers can really pay off.

3. Finally, Pal’s is really unusual in its approach to growth. Most companies set growth goals (usually arbitrary ones) and then try to figure out how to ‘backfill’ the human resource and talent management gaps. They trust you can always find someone to do the job. Pal’s tackles the growth problem completely the other way around. They rigorously select and train their future managers. Only when they have a manager ready to take on their own store do they open a new one. They pace their growth off their capacity to develop talent. I find this really fascinating and so do the students I teach this case to.”

6. The United States Air Force: ‘Chaos’ in the 99th Reconnaissance Squadron

Francesca Gino, Professor of Business Administration, Harvard Business School

“My favorite case to teach is  The United States Air Force: ‘Chaos’ in the 99th Reconnaissance Squadron .

The case surprises students because it is about a leader, known in the unit by the nickname Chaos , who inspired his squadron to be innovative and to change in a culture that is all about not rocking the boat, and where there is a deep sense that rules should simply be followed.

For years, I studied ‘rebels,’ people who do not accept the status quo; rather, they approach work with curiosity and produce positive change in their organizations. Chaos is a rebel leader who got the level of cultural change right. Many of the leaders I’ve met over the years complain about the ‘corporate culture,’ or at least point to clear weaknesses of it; but then they throw their hands up in the air and forget about changing what they can.

Chaos is different—he didn’t go after the ‘Air Force’ culture. That would be like boiling the ocean.

Instead, he focused on his unit of control and command: The 99th squadron. He focused on enabling that group to do what it needed to do within the confines of the bigger Air Force culture. In the process, he inspired everyone on his team to be the best they can be at work.

The case leaves the classroom buzzing and inspired to take action.”

7. Warren E. Buffett, 2015

Robert F. Bruner, Professor of Business Administration, Darden School of Business

“I love teaching   Warren E. Buffett, 2015  because it energizes, exercises, and surprises students.

Buffett looms large in the business firmament and therefore attracts anyone who is eager to learn his secrets for successful investing. This generates the kind of energy that helps to break the ice among students and instructors early in a course and to lay the groundwork for good case discussion practices.

Studying Buffett’s approach to investing helps to introduce and exercise important themes that will resonate throughout a course. The case challenges students to define for themselves what it means to create value. The case discussion can easily be tailored for novices or for more advanced students.

Either way, this is not hero worship: The case affords a critical examination of the financial performance of Buffett’s firm, Berkshire Hathaway, and reveals both triumphs and stumbles. Most importantly, students can critique the purported benefits of Buffett’s conglomeration strategy and the sustainability of his investment record as the size of the firm grows very large.

By the end of the class session, students seem surprised with what they have discovered. They buzz over the paradoxes in Buffett’s philosophy and performance record. And they come away with sober respect for Buffett’s acumen and for the challenges of creating value for investors.

Surely, such sobriety is a meta-message for any mastery of finance.”

More Educator Favorites

Emily Michelle David is an assistant professor of management at China Europe International Business School (CEIBS). Her current research focuses on discovering how to make workplaces more welcoming for people of all backgrounds and personality profiles to maximize performance and avoid employee burnout. David’s work has been published in a number of scholarly journals, and she has worked as an in-house researcher at both NASA and the M.D. Anderson Cancer Center.

Devin Shanthikumar  is an associate professor and the accounting area coordinator at UCI Paul Merage School of Business. She teaches undergraduate, MBA, and executive-level courses in managerial accounting. Shanthikumar previously served on the faculty at Harvard Business School, where she taught both financial accounting and managerial accounting for MBAs, and wrote cases that are used in accounting courses across the country.

Robert D. Austin is a professor of information systems at Ivey Business School and an affiliated faculty member at Harvard Medical School. He has published widely, authoring nine books, more than 50 cases and notes, three Harvard online products, and two popular massive open online courses (MOOCs) running on the Coursera platform.

Karin Schnarr is an assistant professor of policy and the director of the Bachelor of Business Administration (BBA) program at the Lazaridis School of Business & Economics at Wilfrid Laurier University in Waterloo, Ontario, Canada where she teaches strategic management at the undergraduate, graduate, and executive levels. Schnarr has published several award-winning and best-selling cases and regularly presents at international conferences on case writing and scholarship.

Gary P. Pisano is the Harry E. Figgie, Jr. Professor of Business Administration and senior associate dean of faculty development at Harvard Business School, where he has been on the faculty since 1988. Pisano is an expert in the fields of technology and operations strategy, the management of innovation, and competitive strategy. His research and consulting experience span a range of industries including aerospace, biotechnology, pharmaceuticals, specialty chemicals, health care, nutrition, computers, software, telecommunications, and semiconductors.

Francesca Gino studies how people can have more productive, creative, and fulfilling lives. She is a professor at Harvard Business School and the author, most recently, of  Rebel Talent: Why It Pays to Break the Rules at Work and in Life . Gino regularly gives keynote speeches, delivers corporate training programs, and serves in advisory roles for firms and not-for-profit organizations across the globe.

Robert F. Bruner is a university professor at the University of Virginia, distinguished professor of business administration, and dean emeritus of the Darden School of Business. He has also held visiting appointments at Harvard and Columbia universities in the United States, at INSEAD in France, and at IESE in Spain. He is the author, co-author, or editor of more than 20 books on finance, management, and teaching. Currently, he teaches and writes in finance and management.

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Home Blog PowerPoint Tutorials How To Prepare and Deliver a Business Case Presentation

How To Prepare and Deliver a Business Case Presentation

No matter how junior or senior an individual is in an organization, there will always be times when they need to convince others why they should fund them, choose them, or do anything else they want them to do. Sometimes an informal, but convincing, argument is enough. Often, it isn’t. Those are the times you’ll need to prepare a business case in order to change their mind.

What is a Business Case?

A business case is a document that presents the costs, risks, and benefits of a particular initiative, justifies the investment , and pitches why decision-makers should approve of the recommendation. Students pursuing an  MBA with a specialization in marketing  are often asked to prepare different business case studies to improve their business forecasting and analytics skills.

Depending on your organization and endeavor, this will be anything from an informal document to a formal presentation before stakeholders. Regardless of the format, a business case aims to convince people if a project or initiative is worth investing in and why one particular approach is better than others.

A Business Case Is Not a Project Proposal or a Project Plan

Don’t get a business case mixed up with a project proposal . While they have similar goals and will cover some of the same topics, they’re not quite the same thing. A project proposal focuses on what a project is, delving into many of the details like deliverables and timelines. They are also different from project plans , which explain how a project will be executed and have much more detail. A business case, on the other hand, is about why people should invest in your initiative.

When You Should Create a Business Case Presentation?

You should create a business case presentation any time you need to convince a manager or stakeholder to make a decision, where an informal conversation is not appropriate or enough.

Common reasons to create a business case presentation:

• Asking for new funding, more funding, or a continuation of funding
• Changing the scope of a project
• Starting a new project
• Requesting a policy change
• Asking for an exception to a rule
• Adding resources to a project or team

How to Create a Business Case Presentation?

While you might be eager to jump in and share the initiative you believe in, it’s a good idea to step back and make sure you prepare a solid case. The more concrete details, facts, and figures you have, the stronger your business case will be. The main sections of a business case will be the context of the situation, problem statement, opportunities, financial analysis, and solution description.

If you’ve never made a business case presentation before, consider using a business case template or try our AI presentation maker to help guide you through each step. Here’s a short summary of each of the parts of a convincing business case presentation.

Step 1. Establish Context about the Current Situation

Not all audience members will immediately know what the current situation is leading up to your initiative. Briefly lay out the background of the idea. Note that this isn’t the problem statement, which will follow.

Step 2. State the Problems

This slide is where you can impress upon your audience the importance of the problem, and therefore, why the solution you’ll soon present is necessary.

When describing the problems, think about the direct and indirect effects of the situation, as well as the internal and external implications. Include statistical analysis if you’re already seeing negative effects because of the situation.

Step 3. Evaluate Opportunities

Your solution needs to be directly related to the stated problem. Here you can list, side-by-side, the opportunities you foresee to address problems. This section is a segway from your problem to your solution.

Another way to present this section is to analyze potential causes of the previously stated problem. This would then be the step to introduce the possible approaches, before settling on the one you’ve chosen to pitch.

Step 4. Analyze Finances

The numbers are probably the most important thing on stakeholder’s minds. They can make or break your business case. Present the current financial situation and compare it to the numbers you could be achieving if they choose to fund your initiative. Additionally, emphasize the potential for increased revenue through the implementation of a recurring payment system , which can provide a steady stream of income for your business.

Step 5. Describe Solution

Now that you’ve impressed the need for a change on your audience, it’s time to propose your solution. The format of your solution description will depend on what kind of decision you’re promoting. Generally speaking, you’ll want to briefly outline what needs to be done, how it will be done, who will do it, and when it will be done. Let’s look at sample solution formats for each of the examples from the introduction:

• Convincing the project manager to add you to a team: List the skills you have, how they relate to the needs of the project, and what you’ll be able to achieve once part of that team.
• Convincing your boss to commit time to fixing a product issue: List how you can fix the issue, how much time it will take, how many resources it will take, and how much it will cost, especially when compared to the alternative.
• Convincing HR to give an employee a raise: List how much of a raise your employee will need, any other non-monetary benefits that could work, and the advantages of retaining that talent.
• Convincing the board to open a new office: This initiative is clearly much more complex than the previous examples, which means it will require a much more in-depth business case document. However, in the business case presentation, you can list the costs, forecasted ROI, resources needed, and potential benefits of opening up the satellite office.

10 Tips for Presenting Effective Business Cases

• Use unique and attention-grabbing visuals. Chances are a board of directors or management team has seen a lot of business cases. Make sure yours doesn’t look just like everyone else’s.
• Clearly state your recommendation and required investment.
• Don’t shy away from costs and risks.
• Evaluate various scenarios when presenting your solution.
• Don’t forget to practice presenting your business case when preparing the documentation.
• Use an appropriate story alongside facts and figures to hook your audience, as recommended by the Harvard Business Review . 
• Don’t add too much data to your PPT slides. Remember that the rest of your details will be in the business case document.
• Involve your audience by making eye contact, mentioning specific examples they may have heard about or been involved in, and even making appropriate jokes.
• Brainstorm potential questions your audience may ask and incorporate them into your presentation. 
• Prepare both a long version and a short version of your business case presentation. You might be expecting an hour to pitch your idea to stakeholders, but you might just get a few minutes while walking down the hall to an emergency meeting.

Conclusion: Do Your Initiative Justice

You have a good idea. Maybe it’s a project you really believe in, a decision that just has to be made, or a strategy that will change the game for your organization. Whatever the case, your initiative won’t get approval if you communicate it ineffectively. Create a convincing business case and present it effectively and you’ll see decisions going your way in no time.

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How to Write a Business Case (Template Included)

Table of Contents

What is a business case, how to write a business case, business case template, watch our business case training video, key elements of a business case, how projectmanager helps with your business case.

A business case is a project management document that explains how the benefits of a project overweigh its costs and why it should be executed. Business cases are prepared during the project initiation phase and their purpose is to include all the project’s objectives, costs and benefits to convince stakeholders of its value.

A business case is an important project document to prove to your client, customer or stakeholder that the project proposal you’re pitching is a sound investment. Below, we illustrate the steps to writing one that will sway them.

The need for a business case is that it collects the financial appraisal, proposal, strategy and marketing plan in one document and offers a full look at how the project will benefit the organization. Once your business case is approved by the project stakeholders, you can begin the project planning phase.

Projects fail without having a solid business case to rest on, as this project document is the base for the project charter and project plan. But if a project business case is not anchored to reality, and doesn’t address a need that aligns with the larger business objectives of the organization, then it is irrelevant.

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Use this free Business Case Template for Word to manage your projects better.

The research you’ll need to create a strong business case is the why, what, how and who of your project. This must be clearly communicated. The elements of your business case will address the why but in greater detail. Think of the business case as a document that is created during the project initiation phase but will be used as a reference throughout the project life cycle.

Whether you’re starting a new project or mid-way through one, take time to write up a business case to justify the project expenditure by identifying the business benefits your project will deliver and that your stakeholders are most interested in reaping from the work. The following four steps will show you how to write a business case.

Step 1: Identify the Business Problem

Projects aren’t created for projects’ sake. They should always be aligned with business goals . Usually, they’re initiated to solve a specific business problem or create a business opportunity.

You should “Lead with the need.” Your first job is to figure out what that problem or opportunity is, describe it, find out where it comes from and then address the time frame needed to deal with it.

This can be a simple statement but is best articulated with some research into the economic climate and the competitive landscape to justify the timing of the project.

Step 2: Identify the Alternative Solutions

How do you know whether the project you’re undertaking is the best possible solution to the problem defined above? Naturally, prioritizing projects is hard, and the path to success is not paved with unfounded assumptions.

One way to narrow down the focus to make the right solution clear is to follow these six steps (after the relevant research, of course):

• Note the alternative solutions.
• For each solution, quantify its benefits.
• Also, forecast the costs involved in each solution.
• Then figure out its feasibility .
• Discern the risks and issues associated with each solution.
• Finally, document all this in your business case.

Step 3: Recommend a Preferred Solution

You’ll next need to rank the solutions, but before doing that it’s best to set up criteria, maybe have a scoring mechanism such as a decision matrix to help you prioritize the solutions to best choose the right one.

Some methodologies you can apply include:

• Depending on the solution’s cost and benefit , give it a score of 1-10.
• Base your score on what’s important to you.
• Add more complexity to your ranking to cover all bases.

Regardless of your approach, once you’ve added up your numbers, the best solution to your problem will become evident. Again, you’ll want to have this process also documented in your business case.

Step 4: Describe the Implementation Approach

So, you’ve identified your business problem or opportunity and how to reach it, now you have to convince your stakeholders that you’re right and have the best way to implement a process to achieve your goals. That’s why documentation is so important; it offers a practical path to solve the core problem you identified.

Now, it’s not just an exercise to appease senior leadership. Who knows what you might uncover in the research you put into exploring the underlying problem and determining alternative solutions? You might save the organization millions with an alternate solution than the one initially proposed. When you put in the work on a strong business case, you’re able to get your sponsors or organizational leadership on board with you and have a clear vision as to how to ensure the delivery of the business benefits they expect.

Our business case template for Word is the perfect tool to start writing a business case. It has 9 key business case areas you can customize as needed. Download the template for free and follow the steps below to create a great business case for all your projects.

One of the key steps to starting a business case is to have a business case checklist. The following is a detailed outline to follow when developing your business case. You can choose which of these elements are the most relevant to your project stakeholders and add them to our business case template. Then once your business case is approved, start managing your projects with a robust project management software such as ProjectManager.

1. Executive Summary

The executive summary is a short version of each section of your business case. It’s used to give stakeholders a quick overview of your project.

2. Project Definition

This section is meant to provide general information about your projects, such as the business objectives that will be achieved and the project plan outline.

3. Vision, Goals and Objectives

First, you have to figure out what you’re trying to do and what is the problem you want to solve. You’ll need to define your project vision, goals and objectives. This will help you shape your project scope and identify project deliverables.

4. Project Scope

The project scope determines all the tasks and deliverables that will be executed in your project to reach your business objectives.

5. Background Information

Here you can provide a context for your project, explaining the problem that it’s meant to solve, and how it aligns with your organization’s vision and strategic plan.

6. Success Criteria and Stakeholder Requirements

Depending on what kind of project you’re working on, the quality requirements will differ, but they are critical to the project’s success. Collect all of them, figure out what determines if you’ve successfully met them and report on the results .

7. Project Plan

It’s time to create the project plan. Figure out the tasks you’ll have to take to get the project done. You can use a work breakdown structure template  to make sure you are through. Once you have all the tasks collected, estimate how long it will take to complete each one.

Project management software makes creating a project plan significantly easier. ProjectManager can upload your work breakdown structure template and all your tasks are populated in our tool. You can organize them according to your production cycle with our kanban board view, or use our Gantt chart view to create a project schedule.

8. Project Budget

Your budget is an estimate of everything in your project plan and what it will cost to complete the project over the scheduled time allotted.

9. Project Schedule

Make a timeline for the project by estimating how long it will take to get each task completed. For a more impactful project schedule , use a tool to make a Gantt chart, and print it out. This will provide that extra flourish of data visualization and skill that Excel sheets lack.

10. Project Governance

Project governance refers to all the project management rules and procedures that apply to your project. For example, it defines the roles and responsibilities of the project team members and the framework for decision-making.

11. Communication Plan

Have milestones for check-ins and status updates, as well as determine how stakeholders will stay aware of the progress over the project life cycle.

12. Progress Reports

Have a plan in place to monitor and track your progress during the project to compare planned to actual progress. There are project tracking tools that can help you monitor progress and performance.

Again, using a project management tool improves your ability to see what’s happening in your project. ProjectManager has tracking tools like dashboards and status reports that give you a high-level view and more detail, respectively. Unlike light-weight apps that make you set up a dashboard, ours is embedded in the tool. Better still, our cloud-based software gives you real-time data for more insightful decision-making. Also, get reports on more than just status updates, but timesheets, workload, portfolio status and much more, all with just one click. Then filter the reports and share them with stakeholders to keep them updated.

13. Financial Appraisal

This is a very important section of your business case because this is where you explain how the financial benefits outweigh the project costs . Compare the financial costs and benefits of your project. You can do this by doing a sensitivity analysis and a cost-benefit analysis.

14. Market Assessment

Research your market, competitors and industry, to find opportunities and threats

15. Competitor Analysis

Identify direct and indirect competitors and do an assessment of their products, strengths, competitive advantages and their business strategy.

16. SWOT Analysis

A SWOT analysis helps you identify your organization’s strengths, weaknesses, opportunities and threats. The strengths and weaknesses are internal, while the opportunities and threats are external.

17. Marketing Strategy

Describe your product, distribution channels, pricing, target customers among other aspects of your marketing plan or strategy.

18. Risk Assessment

There are many risk categories that can impact your project. The first step to mitigating them is to identify and analyze the risks associated with your project activities.

ProjectManager , an award-winning project management software, can collect and assemble all the various data you’ll be collecting, and then easily share it both with your team and project sponsors.

Once you have a spreadsheet with all your tasks listed, you can import it into our software. Then it’s instantly populated into a Gantt chart . Simply set the duration for each of the tasks, add any dependencies, and your project is now spread across a timeline. You can set milestones, but there is so much more you can do.

You have a project plan now, and from the online Gantt chart, you can assign team members to tasks. Then they can comment directly on the tasks they’re working on, adding as many documents and images as needed, fostering a collaborative environment. You can track their progress and change task durations as needed by dragging and dropping the start and end dates.

But that’s only a taste of what ProjectManager offers. We have kanban boards that visualize your workflow and a real-time dashboard that tracks six project metrics for the most accurate view of your project possible.

Try ProjectManager and see for yourself with this 30-day free trial .

If you want more business case advice, take a moment to watch Jennifer Bridges, PMP, in this short training video. She explains the steps you have to take in order to write a good business case.

Here’s a screenshot for your reference.

Transcription:

Today we’re talking about how to write a business case. Well, over the past few years, we’ve seen the market, or maybe organizations, companies or even projects, move away from doing business cases. But, these days, companies, organizations, and those same projects are scrutinizing the investments and they’re really seeking a rate of return.

So now, think of the business case as your opportunity to package your project, your idea, your opportunity, and show what it means and what the benefits are and how other people can benefit.

We want to take a look today to see what’s in the business case and how to write one. I want to be clear that when you look for information on a business case, it’s not a briefcase.

Someone called the other day and they were confused because they were looking for something, and they kept pulling up briefcases. That’s not what we’re talking about today. What we’re talking about are business cases, and they include information about your strategies, about your goals. It is your business proposal. It has your business outline, your business strategy, and even your marketing plan.

Why Do You Need a Business Case?

And so, why is that so important today? Again, companies are seeking not only their project managers but their team members to have a better understanding of business and more of an idea business acumen. So this business case provides the justification for the proposed business change or plan. It outlines the allocation of capital that you may be seeking and the resources required to implement it. Then, it can be an action plan . It may just serve as a unified vision. And then it also provides the decision-makers with different options.

So let’s look more at the steps required to put these business cases together. There are four main steps. One, you want to research your market. Really look at what’s out there, where are the needs, where are the gaps that you can serve? Look at your competition. How are they approaching this, and how can you maybe provide some other alternatives?

You want to compare and finalize different approaches that you can use to go to market. Then you compile that data and you present strategies, your goals and other options to be considered.

And then you literally document it.

So what does the document look like? Well, there are templates out there today. The components vary, but these are the common ones. And then these are what I consider essential. So there’s the executive summary. This is just a summary of your company, what your management team may look like, a summary of your product and service and your market.

The business description gives a little bit more history about your company and the mission statement and really what your company is about and how this product or service fits in.

Then, you outline the details of the product or service that you’re looking to either expand or roll out or implement. You may even include in their patents may be that you have pending or other trademarks.

Then, you want to identify and lay out your marketing strategy. Like, how are you gonna take this to your customers? Are you going to have a brick-and-mortar store? Are you gonna do this online? And, what are your plans to take it to market?

You also want to include detailed information about your competitor analysis. How are they doing things? And, how are you planning on, I guess, beating your competition?

You also want to look at and identify your SWOT. And the SWOT is your strength. What are the strengths that you have in going to market? And where are the weaknesses? Maybe some of your gaps. And further, where are your opportunities and maybe threats that you need to plan for? Then the overview of the operation includes operational information like your production, even human resources, information about the day-to-day operations of your company.

And then, your financial plan includes your profit statement, your profit and loss, any of your financials, any collateral that you may have, and any kind of investments that you may be seeking.

So these are the components of your business case. This is why it’s so important. And if you need a tool that can help you manage and track this process, then sign up for our software now at ProjectManager .

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