商学院如何与千禧一代产生共鸣？
案例研究是商学院课程体系的核心组成部分，探索从财务到营销的企业界概念。其中很多案例研究聚焦于应对复杂商业决策的大公司。一宗并购是否合理?为一款新产品定价的最佳方式是什么?现在是否该退出某个市场?
The traditional case study works well; business schools around the world rely on the teaching approach. But for new business school students it is important to evolve the curriculum. Many millennials are interested in having an impact. It is not just about maximising profit; these emerging business leaders want to make the world a better place. A Deloitte survey of millennials found that nearly nine in 10 believe success should be measured in more than just financial performance — an attitude that I hear more often from my MBA students. A business school curriculum focused solely on traditional cases might leave new students unsatisfied.
传统的案例研究效果不错;全球商学院依赖于这种教学方法。但对于商学院新生而言，有必要让课程体系与时俱进。很多千禧一代希望产生影响。对他们来说，关键不仅是利润最大化;这些崭露头角的商界领袖希望让世界变得更美好。德勤(Deloitte)对千禧一代进行的调查发现，近90%的受访者认为成功的衡量标准不应该仅仅在于财务业绩，如今我从自己的MBA学员中更为经常地听到这种态度。只关注传统案例的商学院课程体系可能会让新一代学员不满意。
One promising area for new case studies is improving global health. This is an area where the need is both apparent and very human, which often resonates with students. Although most business school students will not be professionally involved in global health, taking on these challenges for a case study can be eye-opening as well as educational. 对于新的案例研究而言，一个颇有希望的领域是增进全球健康。这个领域的需求既明显又人性化，经常在学员中引起共鸣。尽管多数商学院学员将来的工作与全球健康无关，但对于案例研究而言，研究这些挑战有望让人大开眼界，也有教育意义。
Global health challenges are especially tough due to demographics, customs, and habits, among other factors. Addressing them requires multiple frameworks, especially an understanding of the stakeholders involved. The result is an innovative and engaging way to promote learning, broaden student perspectives, and raise awareness of issues affecting global populations.
由于人口结构、风俗和习惯等因素，全球健康挑战尤为严峻。应对这些挑战需要多个框架，特别是了解其中涉及的利益相关者。结果是用创新且扣人心弦的方式促进学习、扩大学员的视野，增进他们对影响全球人口的问题的认识。
Kellogg School of Management runs an annual Biotech and Healthcare Case Competition. This year, 11 teams of between three and five students must come up with a strategy to promote the more widespread use of chlorhexidine in Nigeria. Chlorhexidine is an inexpensive and easy-to-use disinfectant for umbilical cord stump care to prevent infection and sepsis in newborns, a critical health issue in Nigeria.
凯洛格管理学院(Kellogg School of Management)主办一个年度生物科技和医疗案例大赛(Biotech and Healthcare Case Competition)。今年，11个团队(每个团队3到5个学员)必须制定出一套在尼日利亚推广使用洗必泰(chlorhexidine)的战略。洗必泰是一种不贵且容易使用的消毒药品，用于脐带残端护理，以防止新生儿感染和败血症，这在尼日利亚是一个重要的健康问题。
The case study that underpins the competition was authored by myself and my colleague, Kara Palamountain. We partnered with USAid’s Center for Accelerating Innovation and Impact while working closely with Nigerian health officials. The case study found that chlorhexidine was used in less than 5 per cent of births in Nigeria in 2016, despite being easy to transport and recommended by the World Health Organization in 2014.
支持这项竞赛的案例研究是由我和我的同事卡拉•帕拉芒廷(Kara Palamountain)撰写的。我们与美国国际开发署(USAid)的加速创新和影响中心(Center for Accelerating Innovation and Impact)结成伙伴关系，并与尼日利亚卫生官员密切合作。这项案例研究发现，尽管容易运输且在2014年得到世界卫生组织(WHO)的推荐，但在尼日利亚，2016年洗必泰仅用在不到5%的新生儿身上。
Students working on the case will quickly learn that there are no easy answers to encouraging its greater use. To develop a plan, it is essential to complete detailed analyses, study insights and motivations, and ultimately compare different possible solutions, considering efficiency and efficacy. All of these actions are important lessons on a business school curriculum.
致力于该案例的学员将很快了解到，推广使用并非易事。要制定出一个计划，重要的是完成细致的分析、研究各项见解和动机，最终比较不同的可能的解决方案，考虑效率和效果。所有这些都是商学院课程体系中的重要内容。
Through case studies like this, business schools can connect with millennials by addressing issues that are important to them. Instructors can use the case to teach core business school concepts.
通过这类案例研究，商学院能够通过应对千禧一代关心的问题，与这个人群产生共鸣。导师可以利用这个案例来讲授核心的商学院概念。
For example, stakeholder analysis is critical to understanding the situation in Nigeria, where stakeholders include patients, healthcare workers, community leaders, government officials, pharmacists and small shops, and manufacturers. As with traditional business case studies, identifying the motivations and beliefs of each stakeholder is essential for devising workable solutions.
例如，利益相关者分析对于理解尼日利亚的国情至关重要，这些利益相关者包括患者、医疗工作者、社区领袖、政府官员、药剂师和小商店，以及制造商。与传统的商业案例研究一样，确定每个利益相关者的动机和信念，对于设计可行的解决方案是不可或缺的。
Another important concept is market segmentation. In Nigeria, segmentation is manifested in differences in birth settings; in some regions most mothers deliver their babies in healthcare facilities assisted by healthcare professionals, whereas in other parts of the country they give birth most frequently at home, sometimes assisted by a traditional midwife and sometimes on their own. Segmentation in Nigeria, as with a traditional business case, emphasises a tailored approach to increase the chances of success.
另一个重要的概念是市场细分。在尼日利亚，细分表现在生育环境的差异上;在一些地区，多数母亲是在医疗机构在医疗专业人士的协助下生产的，而在该国其他地区，多数母亲是在家中生产，有时依靠传统助产士的协助，有时只有自己的家人照顾。与传统的商业案例一样，尼日利亚的市场细分突显需要采取量身定制的方法来提高成功几率。
Tim Calkins is a clinical professor at Kellogg School of Management at Northwestern University
本文作者是西北大学(Northwestern University)凯洛格管理学院临床学教授
