Posted: December 17th, 2014

INTEGRATED CASE STUDY ANALYSIS;GLOBAL EVENTS As DRIVERS OF GROWTH:THE CASE OF HOCKEY CANADA

INTEGRATED CASE STUDY ANALYSIS;GLOBAL EVENTS As DRIVERS OF GROWTH:THE CASE OF HOCKEY CANADA

It was a warm April morning in Calgary, host City of the 1988 Winter Olympic Games and the
business center of Western Canada. Scott Smith, chief operating officer of Hockey Canada was
about to kick off a conference call with Hockey Canada stakeholders across the country on the
topic of international event hosting. He began the call with reference to the recent 2010
Vancouver Olympic Games where gold medal victories in both men’s and women’s ice hockey
had led to countrywide euphoria and widespread attention to hockey. Although the sport had
long been Canada’s favorite, interest and passion around hockey was at an all-time high. Next,
Smith spoke to the need to build on this energy for the benefit of hockey as a sport and to
Hockey Canada and its partners, as organizations. Turning to the agenda, Smith began:
Ladies and gentlemen, the purpose of today’s call is to, first, outline to you the
importance of international events to Hockey Canada and, second, to share some
background and ascertain your input so we can make decisions about our hosting
strategy for the future. We’ll also discuss the related activation plans around that
strategy. So, let’s get right to it. In my view, our international events have been
the core driver of the growth and success of Hockey Canada over the past 15
years. They have provided a platform to get our teams on television, to showcase
our brand, to build our brand and to drive our revenue sources, including
sponsorship, merchandising, donations and licensing. indeed, each one of our
major events now comes with a profit number to support our programs. AS you
all know, our events are a cornerstone of Hockey Canada. However, we cannot
This case was prepared by Norm O’Reilly, George Foster, and Darryl Boynton. O’Reilly is Associate Professor at
the University of Ottawa and a former Visiting Scholar/Lecturer at Stanford University’s Graduate School of
Business. Foster is the Wattis Professor of Management at Stanford University’s Graduate School of Business.
Boynton is Manager of the Hockey Canada Regional Centre Ontario. This case was made possible by the generous
support and important contributions of Scott Smith, Chief Operating Officer of Hockey Canada. This case is based
on interviews with and data provided by Hockey Canada uniess otherwise noted.
Copyright © 2010 by the Board of Trustees of the Leland Stanford Junior University. All rights reserved To order
copies or request permission to reproduce materials, e-mail the Case Writing Ofiice at: [email protected]. edit or
write: Case Writing Office, Stanford Graduate School of Business, 518 Memorial Way, Stanford University,
Stanford, CA 94305-5015. No part of this publication may be reproduced stored in a retrieval system, used in a
spreadsheet, or transmitted in any form or by any means – electronic, mechanical, photocopying, recording, or
otherwise – without the permission of the Stanford Graduate School of Business. Every eflort has been made to
respect copyright and to contact copyright holders as appropriate. #32011 are a capyright holder and have concerns
about any material appearing in this case study, please contact the Case Writing Ofi’ice at [email protected]. edu.
Purchased by Anand Walser ([email protected]) on November 23, 2011

Assignment Question
Students will have to analyse the case study given to them and prepare a business report for 4000 words. Students are required to undertake the tasks given below.
Contents    TASKS
Chapter One    Analyse the case and examine the problems and issues from the case    400 words
Chapter Two    Explain the statement of the problem, research questions and aims and objectives    400 words
Chapter Three    Students to use the planning tools to analyse the case.    1000 words
Chapter Four    Findings from the analysis (using the tools)    1000 words
Chapter Five    Solutions to the problem and issues. Recommendations and students to come out with a business plan.    1000 words

Structure of the Integrated Case Study report
Contents        Word count
Executive Summary     (background, brief statement of the problem, aims of the analysis,  approach adopted for analysis, findings)
200 words
Acknowledgements
Chapter
1    Case brief    Background of the study
define the problem/issues to be addressed precisely
400 words
2    Introduction to the case study     Statement of the problem
Research aims and objectives
Structure of the rest of the report    400 words
3    Problem statement, plan of analysis     Statement of the problems in the case
Relevant literature review-Identify resources/ techniques helpful for analyzing the case study.
(the concepts, theories, models, research relevant to the case)
Proposed plan of analysis
Sources of data

1,000 words
4    Analysis & Findings    An assessment of the current position:  follows
(derived from the concepts, theories, models referred and discussed in  chapter3)    1,000 words
5    Proposed solution to problem    Integrated assessment of the analysis –  generate ideas or alternative solutions
Choose a “best fit” solution from the options

Recommendations
Decide on an action plan of
Limitations of the study, scope for further research    1000 words
References
Appendices    This section will contain all the documentation, data ,financial reports etc used in the case analysis
Total        4000 words

Notes:  References are expected in chapter 3-4 which have an academic content.
Layout: 4 cm left margin, 3cm-top, bottom and right margin; 1.5 line spacing; Times New Roman size 12;
This approximates to about  250-300 wds/page:  page limit chapters 1-6; 40-45 pages

Marking guideline
BA:   INTEGRATED CASE STUDY ANALYSIS assessment Form
Academic Year:
Student Name:
Date of Submission:
ICS title:
Chap        Marks
1
Statement of the problem
Research aims and objectives
Structure of the rest of the report    15
2    Case brief: Description of the situation
Is the situation described and Background of the study define the problem/issues to be addressed precisely and relevantly?
15
3     Problem statement and plan of analysis
Statement of the problems in the case
Relevant literature review-Identify resources/ techniques helpful for analyzing the case study.
(the concepts, theories, models, research relevant to the case)
Proposed plan of analysis
Sources of data
10
4     Analysis and findings
An assessment of the current position:  follows
(derived from the concepts, theories, models referred and discussed in  chapter3)     25
5    Proposed solution to problem
Integrated assessment of the analysis –  generate ideas or alternative solutions
Choose a “best fit” solution from the options

Recommendations
Decide on an action plan of
Limitations of the study, scope for further research    20

Good clear writing, adequate appendices, reference list, Overall  Presentation              15
Total     100

Learning Outcomes:
Upon successful completion of this module students will be able to:
•    Define the problem/issues to be addressed precisely
•    Identify resources/techniques helpful to opening up the case study
•    Enhance their critical assessment
•    Enhance their explicit knowledge through a critical review of the literatures
•    Generate ideas or alternative solutions
•    Choose a “best fit” solution from the options
•    Decide on an action plan
•    Outline how to implement it consider what might go wrong and how to monitor the success of the action plan

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