"I never thought that business is a very mysterious thing. Entrepreneurs don't need to encourage people to capture Notre Dame Cathedral. He just makes money in his own way in a peaceful era. Those specious and boring business figures, that kind of thinking The only way to show the professionalism of the media is to deceive oneself and others. Business is essentially a story, which is related to wealth and life. A good business story can often be deduced with the simplest logic. Company legends that are so complex that they require diagrams and long speeches are basically a hoax.” Not long ago, "Chinese Entrepreneur" was founded 20 years ago, and I wrote the above passage for it.This is my basic understanding of business books, and it is also the starting point for our "Case".

From the third series of "Case", finally found its own way of narrative.We found that the decision-making process of any company is full of many possibilities. In commercial activities, there is no best or worst decision, but only what you think is the "most appropriate" decision.This is really a very interesting intellectual game, and it is also one of the most fascinating places in business.Therefore, we tried to restore many classic business stories and recent famous company news to the "moment before" decision-making.For example, in this issue of "Scenario Classroom", we tried to restore the decision-making scenario of Microsoft and Bill Gates in the face of the sudden resignation of the idol manager Kai-Fu Lee. Gates imagined N kinds of coping plans. In the end, we leave the decision-making power to the readers, let you think for Bill Gates, and finally, we will tell you what the real situation of the incident is, and relevant scholars, What do experts say.

This is a complete case description, a sand table deduction that is one step away from the facts.In the previous two series, we have been in "Career Planning: Should She Start a Business or Continue to Be a Professional Manager?" "," IKEA's Chinese distress: price reduction or brand? The preliminary experiments in the two cases were warmly welcomed by readers. Starting from this series, we will carry out more deduction of this case model. You will think for Meters Bonwe, a model company of virtual chain, Should it stick to virtual operations or build its own factories?You will think with Lan Qi, should Acer return from the distribution system to the general agency system?You will also be a consultant for VV Group, which was once brilliant but is now in a dilemma. Should it continue to work hard in the milk market, or return to the soybean milk industry where it started?

These are some of the freshest news, real situations that are happening in the business world, we create them into cases that can be discussed one by one, which avoids the remoteness of learning objects for managers and entrepreneurs and boring.In the selection of reviewers, we have also made a new attempt this time. In addition to inviting well-known professors from business schools to conduct academic reviews (their professional guidance makes those newsy company cases have the embryonic form of academic research), At the same time, we also invited entrepreneurial MBA students with learning spirit to comment and listen to the thoughts and voices of these actual combatants.

Since the beginning of this year, how China's MBA education should go forward has been a hotly discussed topic, which involves thinking about case education. In 2004, I was a visiting scholar at the Kennedy School of Harvard University, and I went to the business school to attend two MBA lectures.Once in an investment class, the professor came in, took out a copy of the "Wall Street Journal" from the lecture folder, and designated a certain piece of news for the students to discuss. Every student in the class also brought that day's newspaper ( In the United States, MBA students can enjoy half-price or even lower discounts for subscribing to business newspapers), so the entire lecture revolves around that news (in fact, it is a live case).Discussions, questions, speeches, summaries... The classroom atmosphere is very enthusiastic.That lecture left a deep impression on me.

What is the best case?The best case is often the most vivid case. It has just happened, or even is happening, and it is still emitting heat. It is closely related to this business era, and every student can read it from it. own shadow. What is the best case?The best cases are often those that happen around you. People are always the most sensitive to changes in people and things around them, and such changes in personnel are also the most inspiring to people around them.Studying Chinese companies, companies in the same industry, and companies that look the most common but have unique practices (the "Hidden Champion" column of "Case" has always been very popular) is the foundation of Chinese business learning.

What is the best case?The best case is, of course, the case where practice and theory are most closely integrated.Formatting and creating the latest news, extracting the corresponding core themes, and then having academically trained business school professors interpret in place and in a systematic way, this should be the model that business learning should try the most. "Case" is a mature product, its appearance itself is a case.We want it to go further.