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“I think I would like to write a case. What do I do now?” The purpose of this paper is to answer this often-asked question by presenting a useful guide for case writers which examines the entire process of case writing beginning with the initial idea and proceeding through required stages leading to the publication of case studies. Further, this guide seeks to emphasize that case writing is a form of research, not just story telling. Ultimately, the increasing interest of scholars in researching, writing, and publishing pedagogical cases provided the impetus for this paper. The four major case writing processes identified in this paper include ideation (idea generation), creation (crafting the case study), application (creating the Instructor’s Manual), and publication (publishing the case). Each of these four processes is presented in detail including examples, pitfalls, and resources. This work is intended to assist novice, as well as experienced, case authors who seek advice on crafting and publishing pedagogical cases in refereed journals. Resources presented in this paper should be helpful especially for aspiring and as yet unpublished case writers.

The paper is based partially on archival research, but most of the content is based on the substantial experience of the authors.

The paper is relevant for upper-level undergraduates as well as graduate students interested in pedagogically based research.

This case aims to study the growth, evolution, and social innovation of iThrive Games, a socially minded initiative that aims to create meaningful opportunities using technology for teens to enhance the knowledge, mindsets, and skills they need to thrive through development and across the continuum of mental disorder to wellness. iThrive's focus has been on creating “meaningful games”—that is, games that promote health and well-being of teen players. Founded in 2014 by Dorothy Batten, President of DN Batten Foundation, the organization's mission was to collaborate with game developers, partner with teens across the game development cycle (ideation to testing), and provide resources to foster teen thriving through gameplay. To do so, the organization took a unique social entrepreneurial approach. Drawing on a positive psychology framework and building the brand among key stakeholders including game developers, researchers, funders, youth, educators, and parents, the organization orchestrated a community dedicated to advancing the meaningful games field, and in doing so, have widespread impact.

The case would help students to learn the concept of high involvement innovation activity and how to apply it in large service organizations to increase innovation involvement. The case will help the students to reflect on the significance of organizing structure and culture of an organization for enabling innovation and innovation process models. The case would further help the students to develop the skill to plan and implement simple, innovative innovation process models which will increase the ideation capabilities of the organization. The students will also be able to understand the role of informal learning in innovation and how to facilitate it.

Cyient – a global services firm – had always focused on innovation as a key strategic capability winning various annual client awards for over a decade. However, in 2012, Cyient missed the innovation awards which led to the introduction of Idea Tree initiative in Aerospace & Defense (AED) business unit of Cyient. Cyient was able to co-create patents and offer cost savings to its clients through the Idea Tree initiative. This cost-effective and unique initiative resulted in re-organizing the structure (from formal to a quasi-formal), culture (open to new ideas, mistakes and failures) and process (stage-gate) inside Cyient AED business unit. However, Idea Tree also suffers from challenges such as lack of a digital format, lack of corporate presence across Cyient and its highly informal nature. In this context, the CEO wants to review the Idea Tree initiative to decide on its future in Cyient.

The case is suitable for teaching multiple facets of innovation for MBA and Executive MBA classes in core Strategy, Managing Organizations and Entrepreneurship and for elective courses such as Innovation Management, Organizing for Innovation or HRM for Innovation. The case is suitable for both fresher and experienced participants.

Teaching Notes are available for educators only.

CSS 6: Human Resource Management.

The learning outcomes of this study are as follows:

1. understand the role of financial inclusivity in the sustainable development of a nation;

2. examine the concept of social entrepreneurship and identify the skills needed to be a social entrepreneur;

3. analyze the opportunities and challenges faced by social entrepreneurs, especially in an emerging economy; and

4. assess the feasible options with respect to upscaling and expansion.

Yamuna Sastry, a young woman from a traditional Indian family, had set out to achieve her dream of financial inclusivity by helping the underprivileged in her country gain financial independence and credibility. When she was approached by a cab driver to file tax returns for him, a new venture took shape in her mind, and along with a partner, CabDost, a socially driven financial advisory start-up was created to provide financial advisory services exclusively for cab drivers. CabDost had been instrumental in making over 15,000 cab drivers financially literate, instilling in them a culture of compliance, getting them tax refunds and enabling the Indian Government recover eight crores in taxes. The success of financial inclusivity among cab drivers inspired CabDost to extend its financial services to truck drivers, auto drivers, housekeeping staff and other contractual workforce. The company found it challenging to address the demands of the increasing customer base with its available technical resources. The absence of an in-house tech team and the need for an all-in-one tech platform to provide a wide variety of financial services induced CabDost to explore other options. Dvara Money, a neo bank offering financial services, approached CabDost with a merger proposal. Though it was a lucrative offer, the founding members were apprehensive as they knew that most of the mergers failed because of myriad reasons. They were contemplating on their next move as they were in a dilemma about whether to develop a technical team in-house or to go ahead with the merger.

The case can be taught to business management students as a part of the introductory course on entrepreneurship or social entrepreneurship. The case can be used specifically to make the students understand the role of financial inclusivity in the sustainable development of a nation, the concept of social entrepreneurship, the journey of social entrepreneurs in the financial inclusivity space, right from ideation to execution, the challenges faced in the bargain, survival mechanisms adopted and the various options available for further growth and expansion.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

Odds & Edge, a micro venture based in Ahmedabad, India, has created a niche for itself in the affordable designer wear segment. Covid-19 induced lockdown pushed Odds & Edge to the brink of collapse. And because of the severe cash crunch partners need to take a call regarding the continuation or closure of the venture. The case is intended to be discussed in an entrepreneurship class for post-graduate level participants. The case setting is inside Odds & Edge and it was May 01, 2020, when Ms Jheel Jain - a partner & the protagonist, needed to decide the future of the venture. Participants will have a brief understanding of entrepreneurial traits and will also learn about the Ansoff Model of expansion in case of continuation and the different exit choices for an entrepreneur. As Odds & Edge operates in the fashion industry, students will be able to understand the concepts such as Ecopreneurship, Circular Economy, and Trashion. The case follows through the background of Ms Jain, the ideation stage, and the players in the Trashion Industry. It then moves on to the operation of Odds & Edge narrating the process, products, and partners of the venture. The case ends with the decision dilemma for Ms Jain i.e. should she continue? If yes then how could Odds and Edge expand & grow? Or Should Jheel surrender and exit? If yes then what are the probable exit choices for her?

1. to understand the concept of Ecopreneurship, Circular Economy and Trashion; 2. to identify and discuss common entrepreneurial traits; 3. to analyze the Ansoff Matrix for exploration of various expansion/growth strategies; and 4. to understand different exit strategies available to an entrepreneur.

The case is intended to be discussed in an entrepreneurship class for post-graduate level participants.

Teaching notes are available for educators only.

CCS 3: Entrepreneurship.

The central issue in the case is opportunity identification and decision making. While the literature on direct selling is limited, much has been written about ideation, effectuation, causality and opportunity identification and assessment. Scholars of entrepreneurship debate whether entrepreneurial opportunities are identified and assessed primarily through effectuation or causation.

This case is based upon a combination of interviews with the protagonist, her staff and secondary research.

This case explores the opportunity identification, assessment and decision making of an energetic, African American, female founder and CEO in the rarely-researched direct selling channel. Dr Traci Lynn Burton founded her company at 24 with an investment of $200. In 2008, in its second incarnation, Traci Lynn Jewelry became a direct selling company and has taken bold steps. By 2018, the company was a direct selling leader and was preparing to launch a new product line. The case supports undergraduate students in understanding effectuation and causation, opportunity identification and assessment, and direct selling.

This case is primarily for upper division undergraduates. It is suitable for courses in entrepreneurial strategy, entrepreneurial marketing, general entrepreneurship emphasizing opportunity identification, opportunity assessment and/or effectuation.

Entrepreneurship, new venture management, new venture planning.

The case involves various issues within entrepreneurship and the new venture management field such as business model, SWOT analysis, Pros and Cons analysis and challenges faced during the idea commercialization phase. Thus, this case can be used for covering multiple perspectives related to entrepreneurship and new venture planning. This case is useful for discussion in a session on opportunity recognition at ideation stage. This case is also ideal to teach the “Business Model Canvas”, which is fast gaining centre-stage for modern enterprises. The case also covers issues within strategic management such as what actually constitutes a strategy.

The case is based on a field study and primary data collected by interviewing the co-founder of the portal www.drivers420.com. This case describes a situation in which Malkit Singh Bal (Bal) Partner of Bal Road lines shares with Mr Amarpreet Singh (Singh), who was about to be hired as a consultant for Bal Roadlines, information regarding the rise in fraud and crime carried out by fleet drivers and asks him to help him find a solution to the problem.

Prepare a “Business Model Canvas” for the successful operation of business by identifying intended customer segment, value proposition, cost structures and revenue streams. Conduct “Pros and Cons” analysis for starting a business. Conduct “SWOT” analysis for starting a business. Understand what actually constitutes a strategy and understand the five elements constituting strategy.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 3: Entrepreneurship.

Entrepreneurship; Strategy.

The case is meant for Undergraduate and Postgraduate students pursuing entrepreneurship and management with specializations in strategy. It can be also used for Entrepreneurship and Management Development programs for generating an insight into strategic planning, organic growth of enterprise and the formulation of a future road map. The case can be used in courses like “strategic management”, “female entrepreneurship” and specialization courses like “Start-up: Ideation, Launching, Managing and Growth”.

Simran Sahni and Sachin Sahni, the owner and co-founders of health, beauty and slimming center are currently running centers in Lucknow and Ludhiana. Although as of now there is no operational franchisee provided by Health Zone in any of the other cities across the country, the owners have a vision to open around 100 franchised and company owned centers across the country. At this juncture, both the co-founders, who also happen to be husband and wife, look forward to understanding and revisiting the operations and strategies at Health Zone to formulate the road map for the future.

The participants will be able to identify key challenges for service organizations and will learn ways to meet these challenges. The participants will be able to identify motivation and retention strategies applied by the co-owners in their organization. The participants will be able to have an insight on the key elements of the Business Model of a service organization based in the wellness industry. The participants will be able to analyze the opportunities available for new startups in the wellness industry drawing their conclusions from experiences and business development and expansion of Health Zone in its overall journey. Participants will be able to devise models for the enterprise so as to help it grow and expand its operations nationally.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 3: Entrepreneurship.

Why do some individuals become entrepreneurs while others do not? This fundamental question has vexed entrepreneurship scholars for some time, giving rise to various schools of thought. Traditional economic motivation theories, for example, suggest that entrepreneurial opportunities arise from changes in either supply (Shane, 2000) or demand (Dew et al., 2004) and emphasize personal economic gain as a motivator for pursuing entrepreneurship. Both neoclassical equilibrium and psychological theories take a person-centric perspective whereby stable, enduring differences among people’s characteristics, determines who becomes an entrepreneur. Opportunity recognition may be enhanced through perspective taking (i.e. putting oneself in the shoes of another person) (Prandelli et al., 2016).

The founders of the company provided us with access to the inner workings of the company, their mentors and advisors and themselves. This study used archival research and interviews when preparing this case. Interviews allow for the development of uncensored, real-life insights into the entrepreneur’s business experience. The authors first conducted a 90-min interview with Rajia and Ray at DifferenceMaker^® Central on the UMass Lowell campus. DifferenceMaker^® provided us with pictures and timelines from when Rajia and Ray participated in the various DifferenceMaker^® activities and competitions. A follow-on 90-min interview was conducted with the founders four months later at the UMass Lowell Innovation Hub to delve deeper into their transition from engineers to entrepreneurs.

In the summer of 2016, the future of invisaWear suddenly became uncertain. Rajia Abdelaziz and Ray Hamilton had conceived an idea for smart jewelry that they felt solved a real problem. But it was one thing to have a great idea and quite another to turn that idea into a real business. As engineering students, they were accustomed to solving problems, but if they truly wanted to make an impact, they had to learn to solve problems as entrepreneurs. With the help of DifferenceMaker^® and their mentors, they developed an entrepreneurial mind-set and decided to build invisaWear into a company.

This case is suitable for an undergraduate course in business or entrepreneurship. This case is intended to illustrate to both business and non-business students how individuals with different backgrounds can become entrepreneurs. Presented as a real-life example of how engineering students can make the transition to an entrepreneurial mind-set, the case can also be used to hone in on select topics including opportunity recognition, problem-solving, ideation and the business model canvas.