Innovative program at Thunderbird transforms students into case writing experts

Thunderbird School of Global Management at Arizona State University recently launched an innovative program to empower students to co-create with professors and learn more about the art of effective case writing.

Launched by Mary Teagarden, deputy dean of Thunderbird Knowledge Enterprise and professor of global strategy and Euvin Naidoo, distinguished professor of practice in global accounting, risk and agility at Thunderbird, the Summer Case Writing program is serving as a catalyst for students to collaborate with professors through an in-depth immersion into the art and science of case writing. Now in its second year, the program emphasizes the importance of storytelling as a vital skill for management leaders, teaching students the nuances of effective communication.

“We are proud of our ability to not only lead, but drive innovation by developing cutting-edge approaches to education that transforms our learners into leaders,” said Charla Griffy-Brown, director general and dean of Thunderbird. “By blending creativity and analytical thinking, students are now emerging as skilled communicators capable of tackling real-world executive challenges.”

Students are taught the fundamental elements—or DNA—of effective communication by adopting the perspective of top executives, or CxOs, where 'CxO' stands for chief executive officer, chief financial officer, chief operating officer. This involves understanding how to craft and convey messages in a manner that resonates with senior leadership and stakeholders, focusing on strategic thinking, clarity, and impact.

“By viewing communication through the eyes of high-level executives, our students learn to create compelling narratives that address critical business issues, drive decision-making, and lead global teams effectively,” added Griffy-Brown.

This year the program attracted 20 students, many of whom balanced full-time internships and summer commitments while they participated in the immersive experience. The course was designed to help students blend their creative and analytical skills, building muscle memory to emerge as more effective communicators. Students noted a highlight of the experience were the guest speakers, all senior global leaders, who joined during the evening sessions to lead in-depth discussions.

“Over the course of the summer, the program had several leaders including the COO of a leading Hollywood studio who connected with students on the importance of continuously practicing skills, including the art of effective listening and the value of having all voices be heard resulting in better products being created,” said Naidoo.

The approach of the program has garnered attention and praise from The Case Centre team in the United Kingdom, who regard it as one of the most unique programs globally for its structured methodology in empowering students to learn about effective case writing and communication.

“Through this initiative, we have been able to work with students to support their efforts to create something original,” said Naidoo. “Each case is a new piece of intellectual property being added to the management lexicon.”

The Case Centre is the world’s leading independent hub and authority on case method education, dedicated to sharing knowledge and inspiring transformation in business education worldwide. Recently, their executive team visited Thunderbird Global Headquarters and met with school leadership and faculty.

Their visit to Thunderbird underscores the significance and global impact of the Summer Case Writing program. According to the Case Centre, the case method remains an irreplaceable cornerstone of management education, with over 1,000 organizations across 85 countries utilizing their cases in the 2022-23 academic year. Thunderbird’s contribution includes 22 new cases since 2022, adding to a robust collection of over 480 cases, many of which come with accompanying instructor materials, software, and videos. Notably, six of these are prize-winning cases from Thunderbird, highlighting the school’s excellence in case development.

For Professors Naidoo and Teagarden, the summer program is not only about teaching students to write cases but also about transforming their engagement with potential employers and industry leaders.

“Asking a company or an executive for a job is one thing; we have the mindset of supporting our students to become creators of new knowledge and insights in a sector via writing a case, so they are now of interest to a company or leader,” said Naidoo. “This shift in approach changes the dialogue, positioning students as valuable contributors who bring fresh perspectives and solutions to the table.”

“We see this summer program as empowering our students to change their engagement both with a sector and a topic but also the job market. We want Thunderbird to be a place for students across the U.S. and globally to see as transformational to both learning and career trajectory,” said Teagarden. “This unique structured summer offering is but one example of how we blend theory and practice to support our wonderful students.”

The success of the Summer Case Writing program has also inspired the creation of a student-led case writing club, launched last year.

“The club, now one of the most popular and fast-growing at Thunderbird, exemplifies the school’s commitment to fostering student leadership and curiosity,” Naidoo continues. “It provides a platform for students to continue their case-writing journey, creating more cases and accelerating their knowledge and connections in various industries.”

The impact of Thunderbird’s case-writing initiatives is reflected in its recent recognition by The Case Centre, ranking in the top 10 for global impact in faculty research and case writing in the U.S. and top 20 worldwide. This accolade underscores the school’s dedication to advancing management education and empowering students to become effective communicators and leaders.

“Our faculty are deeply engaged in researching and developing case studies based on complex global business scenarios. These cases are meticulously written to provoke thought and discussion, making them invaluable tools in both degree programs and executive education environments,” said Griffy-Brown.

The Thunderbird Case Series, created in 1997 and co-led by Naidoo and Teagarden, offers a rich repository of these cases, available for purchase and used worldwide to illustrate real-world management challenges and solutions.

“We hope other schools follow suit to empower students to be co-creators, growing their skill sets to continue practicing being effective communicators,” concludes Naidoo. “Thunderbird’s commitment to innovation and excellence in education ensures that our students are well-prepared to lead and make a significant impact in the global business arena.”