Summary: The traditional strengths of this project rest on three main tenets:1. The strong reputations of the authors--they are those rare breed of academic who maintain high profiles from a research standpoint yet have a fierce dedication and talent for what goes on in the classroom. 2. The quality and diversity of the cases offered--not everyone can write a good case. 3. The first 44 pages of the text that center on orienting the student to the methods and benefits of case oriented education. ...show more Specifics include an orientation chapter, a chapter on analyzing cases, a chapter on marketing financial, and a full case example complete with a sample student analysis of that case. The rest of the book is cases only. These strengths certainly remain and are augmented in the seventh edition.
40% of the cases are new or updated. The reviewers gave us consistent feedback on the cases that should be replaced or updated.
The authors added more global and ethics cases. Reviewers responded well to this in the sixth edition so have continued to incorporate this kind of case material.
We replaced some of the product cases with service cases. A majority of the market is looking for a balance between examples of goods and services. The industries that seem to be the most popular include health, entertainment, and hospitality which are all included in Bernhardt/Kinnear.
The seventh edition has more coverage of soft technologies: the World Wide Web, software companies, etc... Because technology changes so rapidly, we also replaced replace some of the existing tech cases with newer ones (i.e. Lotus, American Airlines). ...show less