Reference no: EM132665086

Case Study Presentation

Teams will comprise 2 to 3 members and will be formed in the first class. If you cannot attend the first class, please let me know in advance, if possible. You will then be assigned to a team by me.

The teams will be randomly assigned to one of the classes for which they have to present a case study to the class fitting the topic of the class and prepare and moderate the discussion of the case by the class.

Case studies can be picked from a list of suitable cases provided by the instructor by class 1. Most case studies from the list will come in the form of an article which describes the case, (typically 5 to 10 pages). A fee may have to be paid by the team for downloading their case. Teams are also free to suggest their own case study for approval by the instructor. The suggested case must fit the topic of the class in which the team is presenting and lead to meaningful questions to be discussed with the class.

Development of Products and Services; Branding

Agnihotri & Bhattacharya (2020), Corona Beer: Ambiguous Brand Association during the Coronavirus Pandemic,

Your team presentation

At the beginning of the presentation, presenters should state - except for the COVID related cases - whether they want to deal with the case
• under the assumption that there will soon be an effective vaccine or cure for COVID19 and an end to social distancing in people's private and work lives; or
• under the assumption that the current situation with social distancing at work and social gatherings will continue, and that your company needs to adjust to these circumstances for the time foreseeable.

The team is expected to
• summarize the case described in the case study / article in a presentation of about 15 minutes;
• create a list of questions to be discussed by the class (this can be a selection of those questions presented in the case, if any, and/or your own questions; make sure that the questions can be reasonably discussed by the class in about 30 minutes)
• research the further fate of the product or brand after the article was published (if the case is a real one)
Presenters should act like consultants who advise decision-makers (other students in the class) on the questions posed, by
• moderating the discussion (including time management);
• providing additional background information, where needed;
• preparing their own well-thought through answers to the questions at hand (without revealing them before the discussion).

At the end, presenters should summarize the outcome of the discussion (at which point they may refer to their originally prepared answers and explain how the discussion in class has or has not changed their view).

Article - CORONA BEER: AMBIGUOUS BRAND ASSOCIATION DURING THE CORONAVIRUS PANDEMIC