The case study is a core component of business school curricula, exploring concepts from finance to marketing in the corporate world. Many of these case studies focus on large companies wrestling with complicated business decisions. Does an acquisition make sense? What is the best way to price a new product? Is it time to exit a particular market?
The traditional case study works well; business schools around the world rely on the teaching approach. But for new business school students it is important to evolve the curriculum. Many millennials are interested in having an impact. It is not just about maximising profit; these emerging business leaders want to make the world a better place. A Deloitte survey of millennials found that nearly nine in 10 believe success should be measured in more than just financial performance — an attitude that I hear more often from my MBA students. A business school curriculum focused solely on traditional cases might leave new students unsatisfied.
One promising area for new case studies is improving global health. This is an area where the need is both apparent and very human, which often resonates with students. Although most business school students will not be professionally involved in global health, taking on these challenges for a case study can be eye-opening as well as educational.