On the afternoon of May 23, 2017, the twenty-ninth case salon was held at the ninth floor of Siyuan East Building. The case center invited Professor ZHANG Ying from the Rotterdam School of Management at Erasmus University of Rotterdam, the Netherlands to give a seminar on how to write a teaching case and how the case could be selected to the Harvard Cases.

Professor ZHANG Ying is a professor of innovation and entrepreneurship at the Rotterdam School of Management at Erasmus University of Rotterdam, the Netherlands. She is also a visiting professor at Harvard University. With many years’ experience of case writing and teaching. She has published several cases at Harvard and Yiwei Cases.

Professor ZHANG Ying talked about case writing objective firstly, then from the perspectives such as logical thinking of case study, writing methods of teaching case, and case improvement process, she gave the analysis taking two cases for example — Ant Financial and China Intime Group case developed by herself. She also showed the difficulties she met during her case development. For example, a case she kept tracking for more than one year came to nothing because it’s unable to get business authorization. Professor ZHANG Ying advocated in the course of the case teaching, the teachers should make the students understand the case in advance, then discuss the case directly in the teaching process, which can help burst new ideas during discussion and improve the case. Finally, Professor ZHANG Ying elaborated once again that writing cases should focus on social values, curiosity in the writing process, and a wide range of knowledge in order to understand the business to write a good case.

At end part of seminar, Professor GU Yuanxun, ZHANG Lili and all other participating teachers exchanged ideas with Professor ZHANG Ying based on their own teaching cases.

The salon was chaired by Associate Dean of School of Economics and Management, Professor CUI Yongmei.

第二十九期案例沙龙顺利举行

2017年5月23日下午，第二十九期案例沙龙在思源东楼九层举行。我院案例中心邀请荷兰伊拉斯姆斯大学鹿特丹管理学院张颖教授针对如何撰写教学案例及案例如何入选哈佛案例库的过程与我院教师展开了深入的讨论。

张颖教授是荷兰伊拉斯姆斯大学鹿特丹管理学院创新与创业领域的教授，同时也是哈佛大学客座教授，在哈佛商学院和毅伟商学院案例库发表了多篇案例, 有多年案例撰写和教学经验。

张颖教授从案例写作目的谈起，之后从案例研究的逻辑思维、教学案例的写作方法、案例完善过程等角度展开交流。并以其自身开发的蚂蚁金服和中国银泰集团两个案例为例进行了解析,同时讲述了其开发案例的过程中的困难，如她跟踪调研一年之多的某公司案例，最后由于无法获取企业授权而最终雪藏。张颖教授认为在案例教学过程中要和学生保持平等的一致地位，让学生提前了解上课的案例，然后才能在教学过程中直接讨论案例,并且在讨论的过程中迸发新思想,从而不断完善案例。最后张颖教授再次阐述了撰写案例要重点考虑社会价值，在撰写过程中要保持好奇心，培养多方面的知识，才能更全面地理解案例企业,撰写出好的案例。

最后，顾元勋和张莉莉等几位老师提出自己在教学案例方面存在的疑惑，张颖教授一一进行了解答，并用例子进行了解释。

本次沙龙由崔永梅副院长主持。张颖教授激情洋溢的讲解，让在场的老师收获良多，感触颇深。大家都迫切希望能够增加沟通交流，以提高案例开发水平,拓宽案例研究的思路。