Abstract
Critics contend that traditional business cases fail students. A possible answer to these failings is the live case, in which students provide solutions to a business’ current problems. However, evidence supporting the efficacy of live cases is incomplete. This article describes a semester project in which 29 senior marketing majors drafted and analyzed six live cases. At the conclusion of the semester, all 29 students provided feedback on the project. Students indicated that the project was rewarding and challenging. Their feedback is presented, along with a discussion of ways to improve the live-case experience.
Recommended Citation
Heitling, Ashley N.; Knight, Casey B.; and Finney, R. Zachary
(2019)
"Building the Perfect Live Case from Start to Finish in One Semester,"
Journal of Business, Industry, and Economics: Vol. 24, Article 4.
Available at:
https://roar.una.edu/jobie/vol24/iss1/4