Sahaf, M.A. creator text xu| 2000 continuing ng p.45-54 Case studies have been widely accepted as an effective way of exposing students to the realities of business. A case approach forces a student to deal with problems as they actually occur in a marketing organisation. In fact it brings realism into management education in general and marketing in particular. As a consequence, the case method for studying marketing has enjoyed a steady and continuing increase both in popularity and use. However, its effectiveness has often been challenged partly because of some misconceptions about the application of case method and partly because of some students who find the process of case analysis difficult. It is against this backdrop that the present paper attempts to clear these misconceptions and at the same time suggests a simple but effective framework for the analysis of a case. - Reproduced Students Case studies Management education Business Review 180718