ABSTRACT
This chapter discusses what are the ingredients that make an effective case learning experience, how do cultural differences impact case learning, how long should a good case be, and how might cases differ from other published outputs. Professor Malcolm McNair was a renowned Harvard Scholar, Professor of Retailing and 20th Century pioneer of the case method in management education. The Case Development Centre at Rotterdam School of Management uses the case focus as the starting point for new case writing ventures. A good case study draws attention to the relevant data required to make the case effective. A good case is a controversial case. Case studies often examine complex management situations involving decision making between individuals, to which there are normally more than one probable response. In 1996 The Case Centre reported that the average size of the case studies submitted to their global collection was 27 pages long.
