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Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference pp 156–160Cite as

The Origin and Early Development of the Case Method in Marketing Pedagogy

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Abstract

The case method has been recognized as a significant contribution by the Harvard Business School to early marketing thought. This paper reports on archival research which examined the early development of case teaching at Harvard. Specifically, the authors identified those Harvard scholars who played a major role in the planning of marketing instruction and traced the evolution of their unique pedagogical approach.

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Author information

Authors and Affiliations

  1. Wilfrid Laurier University, Blackburg, USA

    D. G. Brian Jones

  2. Queen’s University, Blackburg, USA

    David D. Monieson

Authors
  1. D. G. Brian Jones
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  2. David D. Monieson
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Editor information

Editors and Affiliations

  1. Virginia Tech, Blackburg, Virginia, USA

    Kenneth D. Bahn

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© 2015 Academy of Marketing Science

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Jones, D.G.B., Monieson, D.D. (2015). The Origin and Early Development of the Case Method in Marketing Pedagogy. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_31

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