Case Study Shell

This course is offered in the context of the program “Master of International Business and Sustainability” in cooperation with the energy company Royal Dutch Shell to provide students with insights on the practical aspects of strategic management. In the course, students will work on a case study in cooperation with Shell that they will then present to Shell management representatives. In the case study, students will develop future strategies for Shell and implications for it’s business model.

Some background on this year’s case study:You will take the imaginary role of a team of Shell employees, which is determined to pitch an idea for a pioneer project for sustainable energy to a group of Shell executives. Your task is to develop a concept for this pioneer energy project that makes business sense, but - equally important - it should deliver tangible value to society. As Shell is operating globally, your first challenge is to identify a suitable country as location for your project. In tune with Shell’s overall strategic goals, it’s strengths as an energy provider, technological priorities and existing sustainability initiatives, you will have to draft a project that suits the conditions of the energy sector and market environment of the country you have chosen. Based on a thorough analysis you will recommend specific implementation steps. You expect to the executives to challenge you on the decisions you made on the details of your project. So, prepare yourself to justify your choices. You also want to utilize this opportunity to demonstrate to the executives what kind of value Shell can deliver to a variety of stakeholders by the example of the stakeholders that will be touched by your pioneer energy project.

The following educational objectives shall be reached among others:

• Applying theoretical concepts and instruments of strategic management to the case study
• Developing an increased awareness of the practical challenges in the context of strategic management
• Developing the ability to implement a complex task into a project and to work on and manage the same as a team

The course is taught in English. It is divided into two units:

The kick-off meeting and formation of groups will take place on 15. October 2019, 2 pm – 6 pm, VMP9, S28. During the kick-off meeting, Shell representatives will present the company Royal Dutch Shell and the topic of the case study. The tutors of the Chair for Business Ethics and Management will give all relevant administrative information and introduce the students to helpful methods for handling the case. Students will then be divided into three to four groups. Furthermore, students will obtain general information as to the group work and expected content of the case study presentation and the paper.

The kick-off will be followed by a phase during which students will prepare both an oral presentation of their case study results and a paper. Both, presentation and paper are prepared jointly as a group. Students will have the opportunity to have a phone call with Shell representatives once during this period to ask open questions. In addition, supervisors will offer an optional session in which groups can ask questions concerning the methodology. Before the presentation day, the students have to submit a presentation draft to their supervisors and are expected to consider the supervisor’s feedback for the finalization of their presentation. Students will present the results of the case study and discuss these with representatives of Shell management during the presentation day at Shell on 6. December 2019, 8.15 am – 5 pm. Students will then have time to prepare their papers under consideration of the feedback from the presentation day. The paper needs to be handed in by 30. January 2020 at the latest.

Kreikebaum, Hartmut/Gilbert, Dirk Ulrich/Behnam, Michael (2018): Strategisches Management, 8th ed., Stuttgart – Berlin – Cologne.

Kutschker, Michael / Schmid, Stefan, (2011): Internationales Management, 7th ed., Munich.

De Wit, Bob (2017): Strategy – An International Perspective, 1st ed., Hampshire.

Johnson, Gerry/Whittington, Richard/Scholes, Kevan/Angwin, Duncan/Regnér, Patrick (2017): Exploring Strategy – Text and Cases, 11th ed., Harlow.

Students must fulfill the following requirements in order to successfully complete the course:

All students of the same group must work on the case study and prepare a (PowerPoint) presentation. Each group will then give an oral presentation at the meeting held at Shell (group presentation). Not all students of one group must be presenters, but of course may do so.

Students must contribute to written group work and attain at least grade 4.0.
The paper resulting from the group work shall comprise 20 to 30 pages.
Papers that are not handed in before the expiry of the deadline are considered as failed and may not be completed by a later date.

The final grade is composed as follows: paper 50 %; presentation 50 %.