In the last 5-6 years many file access solutions have emerged, all requiring some sort of uploads and downloads. I have tried several and given up on them due to their cumbersome nature. Recently, I tried one of the new services recommended by several magazine articles and Web sites: Dropbox.com. I am writing this post to recommend this service to my colleagues and students. It is totally automated and works like magic.

You may have received an invitation from me to join Dropbox. But even without an invitation, point your browser to Dropbox to see how simple this can be.

1. Click on the big blue button that says “Download Dropbox”. It will initiate the download.
2. When it is complete, double click on the downloaded file to start the installation
3. Accept all the default settings it suggest, they can be changed later if you like
4. When the window comes asking whether you have a Dropbox account or not, choose the one that says you do not have an account
5. Enter your information
6. You may skip the brief explanation that requires going through several windows by clicking the appropriate button
7. You now have 2GB of storage totally free of charge on Dropbox

The installation creates a Dropbox folder on your desktop, which is the magic portal through which full synchronization happens.  You can create new folders there, load them up with files, they will magically appear on your Dropbox account which you can access wherever there is a Web browser. Now, you can go to the Dropbox Web site, login and you will see the contents of your local Dropbox folder. But, wait! There’s more!

On your second (or third, or fourth,… ) computer, say your office computer, and your laptop, go through the steps 1-3 above. When you come to step 4, choose the option that you have a Dropbox account and enter your e-mail and password. Dropbox will install on that computer, create the same Dropbox folder on the desktop (or wherever you decided to put it) and to your total amazement will make the files you put in your Dropbox at home appear in your Dropbox on your office computer. You can repeat this on other computers you use with the same automatic synchronization feature, in all directions. DO NOT INSTALL DROPBOX ON PUBLIC COMPUTERS WITH YOUR LOGIN CREDENTIALS. That will give access to  your files to anyone sitting at that computer. Instead, access your files using a Web browser on those public computers, in the lab, at a friends house, at a cafeteria, …

Now, are you satisfied? But, wait there’s more!

Say you are collaborating on a project, be it a group project in a class or collaboration on a paper with a colleague, or you simply want to show some photographs you have taken during the spring break with your family. (What? You do not want them to see those photos? Why? Oh, well, never mind.) Create a folder in your Dropbox for sharing with one or many people. Put some files there. Then share this folder on the Dropbox Web site. You will see the menu tab for this purpose which simply requires that you choose the folder to share and enter the e-mail addresses of the people who should see the contents of this folder. That simple. Your friends will receive your invitation to access the shared folder (you can have multiple shared folder for different group of individuals) and arrive at the Dropbox Web site. If they do not have a Dropbox account, they can create on on the spot, or use their login credentials to login to their Dropbox account and accept your invitation to view the folder contents you shared.

I suggest that you go in small steps and get comfortable with the software and the service. It works with remarkable ease and the storage space they give you free of charge is rather generous. You can almost use it for off site backup purposes.

Now, you can stop worrying that you left your USB drive at home. Your files are at your fingertips, wherever you are.

Note: I have found out after posting this message that anyone who registers at Dropbox from the links on this page will add more capacity to my account. Feel free to start your account and share your link with your group members so that you get more capacity if you need it.

I hope all is going well.  I was a student in your class back in 2004 (Marketing on the Internet).  I went through the motions of the course but didn’t really fully understand or apply the course to the real world.  I didn’t have ambition and lacked motivation.  This was a huge mistake on my part.  The major project of the course was to create a website for an established business.  Our group chose my father’s company – JJ’s Appliance Repair.  We constructed a very well made website but I never registered the website or secured an address for it and the computer I used in College is no longer.

I was wondering if you still had this site saved in the Providence College database, or have a draft of it saved in your files.  If you do not have this I plan to create a website from scratch for my father’s business.  I realize now that the Internet is an integral piece of marketing/advertising your business properly and am seeking to help my father achieve this goal for his business.  I need to make up for what I already had at my fingertips.

Please let me know if you can help.

Sincerely,

Joe Student

To which I replied:

I remember you and your father’s business being your project. Good to hear from you, I hope everything is going your way. It is also interesting to hear your hind-sight take on the course. If you do not mind, I would like to share your message with my students this semester, I will suppress your name.

I do not have a copy of your Web site. However, in those days you kept your projects on the StudentWeb server and with some amount of luck you may be able to find it. First, remember whether it was saved under your account or one of your team mates’ account. Then check the studentweb.providence.edu to see if it is still there. It may not be. Then, you may contact the administrator of StudentWeb and see if they have a backup copy that they can resurrect. If none of this works, then you are back on square one.

Starting this semester, I am teaching the course using a freely available blog/CMS (content management system) software called WordPress ( www.wordpress.org ). I suggest that you look into that. It will make your life significantly simpler. My academic and photography Web sites both run on WordPress platform. There are hundreds, maybe thousands of “themes” that allow you to give the look you want and the content is very easy to update. Take a look at my syllabus for MOTI and read the blog section for a couple of entries on WordPress that I posted for my students. There are a couple of recommended books which you may find helpful. If you decide to take on this and try WordPress and occasionally stumble, write to me and I will try to help you out; I still have a chance to make you learn the material, better late than never!

Take care and keep in touch.

Cemal Ekin

A little after sending the above message, I heard from “Joe” who enthusiastically told me to share this story and added:

You can definitely share my message with your students. Out of embarrassment for myself please do suppress my name. I was very naïve in college and definitely took some of my courses and studies for granted. I am doing very well …
…
<snip some text>
…
Here is another story if you would like to use it:

I distinctly remember arguing with you about my grade at the end of the year – I think I received a C or C– or something. I completed all of the coursework and our team received a really good grade on the website and presentation. If you took into account the projects and coursework that I completed and calculated it based strictly on my grades I probably should have ended up with a strong B if not an A-. I was pretty upset to see that I had been given such a low grade. Looking back now, I think the C was gratuitous because you probably should have failed me for being stupid enough not to take the final/easiest step of getting the website on the Internet and taking advantage of the online platform for my father’s business. Looking back on my College career, all I cared about was the grade and not so much learning and understanding the work behind the grade. I guess it’s never too late – I am sure you will be hearing from me about WordPress. Thanks again.

Sincerely,

Joe

I am grateful that “Joe” wrote to me and gave me an opportunity to share his experiences during and after his college years.

Thank you Joe.

This sort of analysis is not a historical narrative. You need to look for connections, triggers, discontinuities, inventions, new entrants, and other insights and all changes that will help us learn from what might have happened in an industry. This requires studying a time span no shorter than several years and preferably covers five to ten years. You need not have a day-to-day account of what has happened in that time frame since events of strategic importance does not happen every day. In a five year time span, you will probably find several events with significant strategic importance.

What is analysis

Although analysis requires a full understanding of factual information, this mere understanding is not analysis. It requires looking at what is being analyzed through a window of selected standards using appropriate tools. In marketing we use a variety of tools like market share behavior, product life cycle (PLC,) demand characteristics, break-even analysis, financial statement and ratio analysis and so on. They all have their application areas and you should learn when and how to use these tools.

As an example, let us consider the implicit and explicit analyses we may use when buying a new hat.

1. Most of us do not know our hat size. Therefore, the best method of analysis is to try it on for size, first hand experience and actual product trial is necessary. This is explicit and very direct.
2. We may not also know how we might look wearing a certain style of hats. Again a look in the mirror, or opinions from friends may be essential before the purchase.
3. As we do this several times, we develop more convenient tools of analysis like hat sizes and styles. Now, we can look at a catalog and analyze the decision to purchase a hat simply from a photograph and a short description of it. When this happens, we will have detached the analysis from the object under consideration. Significant efficiencies and additional insights emerge as we leave an object-based, first hand experience analysis and start using tools that we have developed, and tested for this purpose.

What goes in to this report

You should try to have a similar (of course an appropriate) method of analysis and try to use the following as tools to crystallize your thought. These are areas of analysis, tools of analysis, approaches to analysis, that may or may not be useful in your case. Use them as seeds for your analytical thoughts.

1. Decide on the level of analysis. Should you include electronic distribution of music as part of the entire music industry or study it as an emerging method of distribution by itself. Should it include digital music players or should it be limited to the music sales alone. The level of analysis will focus the attention sharply on what is important without leaving important parts out.
2. Analyze customers, key market segments. Who are they, what are their characteristics, needs? How has the market been segmented, is there a better way of segmenting it?
3. Analyze markets, market definition, demand trends, PLC and identification of key success factors. Consider the growth rate of the market, primary demand behavior, time and place affects on demand.
4. Analyze major competitors, their strategy, weaknesses and problems if any, sustainable competitive advantages (SCA) that they may have and how they may have acquired it. Why?
5. Look at the past strategies of a few important competitors, what worked and what did not. Why?
6. Analyze major environmental changes, trends and opportunities and threats stemming from them. Are there any major changes pending that may affect the industry? How?
7. How does the industry look from the viewpoint of GE industry attractiveness dimension, or BCG market growth dimension?
8. If possible, interview a manager from the selected industry to get better insight into the above
9. Assume that you are advising a client who wishes to enter this market? What strategy would you use and why is this strategy important?

When writing the report, if you try to be comprehensive you will lose sight of what is ahead in favor of what was behind. Your analysis of competitors, market trends and important environmental changes should help you and your client gain better insight to your current situation. You are writing a business report, not a marketing history book.

Remember to use the proper style and format as explained in the section of this syllabus about writing.

What is a case study anyway?

All case studies have one common goal: to help learn the subject matter in hand. Therefore, you should not approach case studies as isolated assignments that you need to submit to get a passing grade. Basketball players shoot free throws during practice so that it comes easier in a game setting. Likewise, cases allow learners to practice and hone their skills in their chosen disciplines so that they can do it better in real life.

Learning changes the learner in overt and covert ways. Because of this, we do not spontaneously start exuding brilliance but our behavior, in the broadest sense of the term, changes in many important ways. Since this change takes place in the learner, it must rely on his or her mental processes. In other words, the learner must experience the phenomenon in a uniquely personal way. Many things, like riding a bike, need learning from our experiences. In a similar way, we can learn from our experiences in studying marketing cases. In normal class settings, experiencing marketing may be difficult for variety of reasons. This is where cases emerge as substitutes for real life experiences.

A well-prepared case study, as a microcosm of real life, gives the learner an opportunity to project him or herself into a situation and interact with the information and the imaginary participants in the case. From this interaction, all readers may extract slightly or substantially different learning experiences. In order for this process to be fruitful, the learner needs to treat the case as an opportunity, as a challenge rather than a chore, an assignment that must be completed, turned in and forgotten. The process of analyzing a case and discussing it with others is very much an integral part of the learning process.

How to get the most out of cases

Quite often, case studies will narrate the circumstances covering a particular period with corresponding data of different sorts. The selected case studies in a course need not be “current” to be instructional. Not every piece of information or data directly helps in understanding and analyzing the case. Separating the chaff from the wheat is an essential part of the learning process, as we must do the same in our professional lives.

Although everyone may develop his or her personal way of studying cases, some general guidelines may help the beginners. In the following section, you will find some general suggestions. You should take them as what they are: suggestions. No single analytical template will suit everyone’s or every case’s needs to arrive at intelligent conclusions. If such a template existed, every decision maker would use it to make the best decision under all circumstances. Obviously, this cannot happen.
Suggestions

In studying cases, always remember that you are learning marketing. Learning at advanced levels, as you will, requires foundation knowledge. Do not rely on your “common sense” as the sole or even most of your analysis. You need to use marketing knowledge to analyze marketing problems. Your analysis must use well-established marketing knowledge and theory glued together with logic and common sense.

• Before tackling the full case, familiarize yourself with it. Depending on the length of the case, this may require more or less time but probably not more than several minutes. Quickly skim the material to develop a general sense of the structure, the people involved, the kind of organization under study, and similar general information.
• Return to the beginning and start reading the case carefully, underlining what might be important information, and making marginal notes as necessary. Be selective in what you underline for its purpose is to attract attention to key ideas. Also important is to make connections among ideas both mentally and visually. So, draw a connecting line if some ideas are related. You may even consider writing on the connecting line the essence of the relationship as you see it.
• Try to understand who is trying to make what decision with what kind of constraints. “Who” may refer to an individual or an organization such as a company.
• Separate the symptom from the problem. Do not accept what the case presents without critically evaluating the information. If the case says, “our promotion has not created the desired result” do not immediately assume that the core decision area is “promotion.” “Promotion not working” may very well be a symptom of another or a deeper problem.
• Determine the strategic area where a decision is necessary. Your knowledge of the subject matter will be your first line of defense of attack. Although there are no “best” solutions to cases, you must firmly seat all “plausible” solutions in a body of supporting knowledge of marketing. What makes one case analysis better than another is not the “answer” or the decision but the quality of analysis-synthesis and the support given for it.
• Use appropriate tools of analysis. If the case offers relevant financial data, use financial analysis tools like financial statement analysis, financial ratios, and the like. When dealing with behavioral information, you will tap into your knowledge of consumer behavior and theories explaining behavior, and so on.
  Do not assume that you can simply use common sense for analyzing information although common sense is a desirable trait. Remember that the purpose of studying a case is to help you learn the subject, marketing. “Arm-waving” with common sense will result in, well; arm waving which is not the same as sound analysis.
• When writing the result of your analysis, do not simply rehash the information in the case. Do not include sections from the case to retell the story. Present your analysis and use the material from the case as evidence when necessary. Tell the reader what that information means, what needs to be done, and why. Focus your attention on the result of your analysis of the case rather than the material that you used. At times, you will find it necessary to point to a particular piece of information or data in the case. In such circumstances, refer to the information directly and be brief.
• Your written case report must convey your thoughts clearly. Do not leave points open for interpretation. The reader of your report may not interpret them the way you want and expect. Clearly articulate your thoughts using proper marketing and business terminology and clear English.
• Remember that there is no “correct answer” to a case. The reason for studying them is to remove the illusion that there may be a singularly correct answer to questions faced by marketers. In learning with cases, the road traveled is more important than the destination.
• Pay attention to the “road” since you will travel that many more times. Reflect on what you have done, observe what you have learned, and understand why. This is precisely the reason you study a case.

Study by objectives

Understand what you are trying to learn before the study session begins. Quickly browse the chapter in five minutes or less to get familiar with the general nature of the material. Then, write on a piece of paper several learning objectives.

Don’t be afraid to make mistakes

There is no doubt that we will all make a mistake sooner or later. There is a great learning opportunity in what you might otherwise call failure, like receiving a low grade on an exam. Instead, take that as a great opportunity to find out why you received that grade and devise ways to prevent it from happening again. The greatest failure is the failure to learn from mistakes and the worst mistake is the one we repeat.

Assess learning

After you finish studying, refer back to your objectives to assess their achievement. If necessary, go back and review the part that you may have missed. You may save a great deal of time this way since you only have to study what has not clicked yet.

Teach to learn

Teaching is an excellent learning method. Try explaining what you have learned to a willing friend. You will be surprised to see how much more sense the material makes all of a sudden.

Don’t daydream, have fun

Daydreaming is a black-hole that swallows your time. In a contest, leisure wins over study. Don’t let them compete. Spare time for fun. Don’t steal from your study time and feel guilty about it. Have fun after serious studying.

Don’t procrastinate

“Later” is too close to the deadline and the end of the semester is sooner that you think. After procrastinating for a while, the backlog will be so great you will fall into another trap: “there is too much to study, I don’t know where to start.” It is easier to go over little hills than great mountains.

Manage time

One of the most important factors in good class performance is time management. The most likely reason of missed-deadlines is lack of organization. You need to have a system that will let you handle several classes with assignments, upcoming job interviews, personal commitments, and a good dose of “senioritis”. Organize your day, week and the semester to do all that and still have a little time for fun.

Be realistic

Don’t underestimate the time required to complete a project. You feel comfortable when you have the most time at the beginning of the semester and panic when you can least afford it, at the end of the semester. Remember, most projects will take more time than you think.

Set a schedule and stick to it

If you don’t stick to your schedule, time will slip through your fingers. Do things on schedule, not later or tomorrow.

Visit these pages periodically

If you have tips to share, send them to me. I will incorporate them to these pages with due credit to you unless you wish to remain anonymous. Wisdom cannot be told but experiences can be shared to build it.

Organize early and you will be rewarded. Select a team leader who can organize meetings, keep assignments on time, and make the administrative burden much lighter on everyone. Exchange telephone numbers and e-mail addresses with each other and make sure that I have a copy of this information for the entire team.

Schedule standing meetings when everyone will show-up. Allow extra meeting time during the heavy load periods if necessary. Remember, the only people responsible for an efficient team are the team members! If there are minor difficulties in scheduling, assignments, etc., at the beginning, I will be glad to lend a hand to organize the team. I am a member of every team!

Learning is hard and it requires deliberate effort and it is intensely personal. Other people may do many things for each other but nobody can learn for someone else for it happens in the mind of the individual.

There is brute force “learning,” memorizing. This may be useful in the short run for some kinds of learning. Learning that will endure over time is important. That requires more care and determination on the part of the learner.