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1st Capability Building Workshop on Case Writing in Collaboration with the Case Centre, U.K, 9 - 11 August 2017, New Delhi.

The 1 st Capability Building Workshop on Case Writing
In collaboration with The Case Centre, UK.

09 - 11 August 2017, New delhi

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For further details please contact:

Dr. Anuja Pandey
Case workshop Director
All India Management Association
Centre for Management Education
Management House, 14 Institutional Area, Lodhi Road, New Delhi - 110003
Tel No.: 24645100/43128100 – Ext. 709; Fax: 24626689, 24643035
Email: caseresearchcentre@aima.in ; Website: www.aima.in

India Case Research Centre (ICRC) is being set up by AIMA. The objective of the AIMA - ICRC is to develop, publish and distribute research based high quality Indian cases for global consumption. The Centre aims to achieve its objective by training and developing a pool of competent case writers and editors. The vision is to create the largest repository of management cases based on the actual business practices in India.

The ICRC is all set to make good quality Indian cases accessible to both- the management fraternity in industry as well as in B-Schools/universities for inculcating decision-making skills among managers and management students. The Centre will also undertake the task of generating innovative ideas on new learning pedagogies by creating a virtual community of management institutions and organizations from industry. Bringing the academia and industry together will make management education more up-to-date and relevant to the need of industry.


The case-based teaching is a practical approach, to bring forth the business issues, challenges, and possible solutions in the classroom and training sessions. Most of us appreciate this approach and practice it. Nevertheless, one of the biggest challenges we all face in this pedagogy is finding the relevant case as per our curriculum and participant profile. Case writing is an art of recreating/ contemplating business and real world issues and the science of entrenching the theories and concepts/models in the case. AIMA-ICRC is organising the first capability building workshop on effective case writing to develop the potential case writers and coach them in the rigour of academic case writing process.


Any brilliant case lead or idea requires appropriate nurturing and directions to grow into a piece of academic excellence which can be published and distributed at international level so as to bring recognition to the author and his/her institution.

The three-day case writing workshop will provide the insights, knowledge and skills needed to create highly effective teaching cases. The tutor from The Case Centre UK will coach the participants on the nuances of effective case writing. The participants in this workshop will work individually, in small groups of ‘critical friends’, and as a class to prepare a draft case with teaching notes.


1.  Academician/Industry professionals with prior case writing experience.
2.  PhD research scholars having an inclination towards case writing.
3.  Professionals from the organization/industry with hands-on experience and access to relevant information.


Each participant will receive a customised study material from AIMA & Case Centre UK. The participant’s folder will contain all the information (notes, articles and cases) the tutor/ facilitator requires them to have during the workshop.

In addition to this, the participants will receive a pre-workshop reading and assignments two weeks before the workshop via email.


  • Help the participants to appreciate what makes a good case and the significance of a teaching note.
  • Help academicians/trainers to write cases aligned with the curriculum/training needs, the participant profile and the outcome envisioned.
  • Support from AIMA-ICRC in case development, editing, publication and global distribution .


The cases written and submitted by the participants (in the stipulated time frame) will be reviewed by a pool of renowned experts on the editorial board of AIMA-ICRC.

The review team will share their written observations, comments, the scope of improvement, etc. on the draft case. The participants would be given an opportunity to realign and rewrite the contents of the case based on the suggestions received. The editorial board of the AIMA case centre will ensure the final review before accepting it for publication and distribution through AIMA case centre.

Note: Two or more participants can work together in developing a case. However, all the case collaborators have to write a joint letter of intent to AIMA-ICRC.

Tutor profile: Urs Müller

Urs’ research and teaching focuses on business ethics, strategy and change management. He joined ESMT European School of Management and Technology in September 2005 where he is Head of the Practice Group ‘Consumer Goods and Retail’ and directs the flagship open enrolment Executive Transition Programme. He is passionate about discussing with executives the moral dilemmas they face in their daily life.

During and after working on his PhD at the Georg-August-Universität, Urs was a management consultant for A.T. Kearney, working for various international clients, mostly in the telco industry. At ESMT, he directs and teaches a variety of open and customised executive education programmes for clients such as Axel Springer, British American Tobacco, Coca-Cola, Deutsche Telekom, Deutsche Bank, EnBW, Johnson&Johnson, Lufthansa, McDonald's, and METRO. In addition, he teaches business ethics courses on ESMT’s MBA and EMBA programmes as well as a strategy course for the EMBA at Porto Business School, Portugal.

Urs has written several bestselling and award-winning cases and is one of The Case Centre’s internationally respected case method tutors. His work has been featured or quoted in leading media such as the Financial Times, The Times, BILD, Süddeutsche Zeitung and Handelsblatt.


Each participant will receive a Joint participation certificate from AIMA and The Case Centre,UK.

The Case Centre is dedicated to advancing the case method worldwide, sharing knowledge, wisdom and experience to inspire and transform business education across the globe. It is a not-for-profit organisation and registered charity. The Case Centre also offers services to support the writing and teaching of cases and has trained over 5,400 participants. The best management cases, articles and book chapters available with case centre can be accessed at www.thecasecentre.org.

The workshop has limited seats and participants will be selected primarily on the basis of the following criterion.

1. List of Published case or any other publication.(share the soft copies /links)
2. A sample case lead written in maximum 200 words.

Note: Those interested are required to send their CV along with the details mentioned above.

Last date to register for the workshop is 2nd August, 2017



GST 18.00%

GSTIN ID No 07AAATA1644A1ZH, AIMA Service Tax Regn No AAATA 1644AST001, AIMA PAN No. 1644A

* Please use the format shared along with brochure &available on website and submit to AIMA-ICRC by email, Email to caseresearchcentre@aima.in

** Workshop fee includes the cost of course material, workshop tea/coffee, snacks, lunch for three days and other organisational expenses (accommodation on payment basis can be arranged, for details please visit the accommodation details). Travel cost has to be incurred separately by participants. Nomination fees are not refundable, however, participation by a substitute is allowed.


  • Bloomrooms Hotel Group

    Bloomrooms @ 7 Link Road, Jangpura.

    • Standard Queen @ INR 3500 inclusive of buffet breakfast, high speed wireless internet & all applicable taxes per room per night on Single Occupancy.
    • Bloomrooms @ New Delhi Railway Station.
    • Standard Queen @ INR 3200 inclusive of buffet breakfast, high speed wireless internet & all applicable taxes per room per night on Single Occupancy.
    • Compact Queen @ INR 2900 inclusive of buffet breakfast, high speed wireless internet & all applicable taxes per room per night on Single Occupancy.

    Note: INR 500 would be charged extra for Double Occupancy.

    • Name & Address of the Hotel – 7, Link Road, Jangpura (Opposite Jangpura Metro Station) & 8591, Arakashan Road (Near New Delhi Railway Station)
    • Name of the Contact Person for Booking – Abhay Goel / Renu
    • Telephone/Mobile No – 011-41225666 / 9560464418
    • Email Id: customer.service@bloomrooms.com / abhay.goel@staybloom.com 
    • Website Address: www.bloomrooms.com 
    • Rules & Regulations and Tariff (For AIMA participants) - 48 hour Cancellation policy & all payments on Direct Basis by the guests. 
    • Booking Procedure – Email to be marked on the above mentioned id's
    • Snapshots of Room/facility etc - The room comes with our Trade Marked bedding systems known as Cloud Bed, the room has an ergonomically designed work desk & a chair for comfortable reading & writing, comes with an in-room safe, Grohe Shower, Gilchrist & Soames bathroom amenities, pillow menu. 24 hr mineral water & morning tea/coffee service on every floor from 0700 hrs to 1100 hrs. Complimentary Shuttle service for a drop off to predesignated stops (IHC / IIC / AIMA Centre / Khan Market / Humayun's Tomb) from 0900 hrs to 1700 hrs
  • India International Centre (Limited Number of Rooms Only)

    • Website: http://www.iicdelhi.nic.in/
    • Tariff Details: http://www.iicdelhi.nic.in/?q=node/55