Having used case studies for over ten years in Brazil and in France, the authors share in this book their insights about the classic "Harvard Method" as well as a more "Framework-centric" approach. They also discuss their own "Fragmented Synthesis" technique, based on the principles of Active Learning, which stimulates critical and creative thinking through student collaboration. The book illustrates the use of these approaches in three fully developed case studies with their respective teaching notes. This guide is aimed at experienced business teachers who wish to gain insights on alternative approaches to teaching with cases as well as less experienced teachers who are looking for a "behind the scenes" peek at how cases are written and taught.
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Either as a consultant or as a business lecturer in colleges and universities, Marcos Lima has lived, worked or studied in such different cultural environments as Brazil, the USA, Austria, Germany and now France. Over the past twenty years he has worked as a consultant and taught under-graduate and MBA courses in the fields of Technology and Innovation Management, Organizational Theory, International Marketing and Intercultural Management, often using case study techniques. He is presently Associate Professor and Services Marketing Option Coordinator at the École de Management Léonard de Vinci at La Defense, in Paris, and is frequently invited to lecture on Innovation, Marketing and Intercultural management at partner institutions in France. His PhD dissertation (UFBA, 2003), which focused on the use of web technologies as a cognitive support for case-based learning, was a major source of inspiration for this book. Thierry Fabiani started his career within the Unilever Group where he held various marketing responsibilities within different business units. He was awarded a PhD in management in 2007 and subsequently began his teaching and researching career, while keeping a consulting activity. Either as a full time executive or as a consultant, he has worked for Unilever, Total, Elior and Brake. He often offers his marketing expertise to small businesses internationally, particularly in Africa. He is an associate professor both at the University of Corsica and at the École de Management Léonard de Vinci, in Paris. In recent years, he has supervised several start-up projects at EMLV’s PEEGO Incubator, including the “Mr. Moustache” team, whose case will be presented in this book.
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