Fifth International Conference on Case Writing
Writing and the Perils of Publishing Cases
December 1 - 2, 2015
Kuala Lumpur

Co-organisers:
• Putra Business School
• Higher Education Leadership Academy (AKEPT)

• Introduction
  The Fifth International Conference on Case Writing was jointly organised by CWAM; Putra Business School; and Higher Education Leadership Academy (AKEPT) on December 1 & 2, 2015 in Kuala Lumpur. The theme of the conference was: Writing and the Perils of Publishing Cases.
  
  In writing a publishable case, many cases have considerable potential but are poorly developed. This is unfortunate as there is no standard formula for writing effective cases but there are certain guidelines that writers can abide by. The purpose of the conference was to discuss some of the guidelines that can be used so that publishable cases are assured thus avoiding many of the perils that writers face in trying to publish cases.
  
  In order to assure that a case is publishable, the case should have a focus. Even a well-researched, well-written and well-organised case with all the data cannot be published if it does not have focus. ‘Focus’ here refers to the key decisions facing managers of the organisation at the time in which the case is set. The question then arises on the type of data needed, and what constitutes sufficient data. Several steps have to be taken to prepare a case for professional publications.
  
  Researchers have to ask themselves some preliminary questions as well as ensure that the case is designed to answer the research question under examination precisely, that the experiments meet accepted standards, and that the process of recording research work is agreed upon. The case work has to be assessed constantly to ensure that it is suitable for submission.
  
  The main purpose of the conference is to provide case writers with an opportunity to exchange ideas and share experiences related to case writing for publication. The two keynote speakers were Dr. Shamza Khan of Columbia University; and Associate Professor Dr. Vesarach Aumeboonsuke of the International College of National Institute of Development Administration (ICO NIDA), Thailand. The other speakers included Prof. Dato’ Dr. Muhammad Muda of Universiti Sains Islam Malaysia (USIM); Dr. David Asirvatham of University of Malaya (UM); Mr. Mano Maniam of CWAM; and Dr. Ummi Salwa Ahmad Bustaman of USIM. The panellists included Professor Dr. Mohd. Majid bin Konting, UPM; Professor Dr. Osman Mohamad, Multimedia University; Assoc. Prof. Dr. Chek Derashid, IMBR, UUM.
• Conference Programme

  Tuesday, 1 December 2015
  0900	Welcome Address Prof. Dr. Zainal Abidin Mohamed CWAM President
  0920	Address by Keynote Speaker I “Best Practices in Case-Writing and What Not To Do” Dr. Shamza Khan School of International and Public Affairs (SIPA), Columbia University
  1020	Refreshments and Networking
  1100	Plenary Session I – Intentions for Writing Cases Mr. Mano Maniam Executive Committee Member, CWAM
  1230	Lunch and Networking
  1400	Plenary Session II – Paper Organisation: Technology in Case Writing Dr. David Asirvatham, University of Malaya (UM)
  1530	Plenary Session III – Writing for Publication of Cases Prof. Dato’ Dr. Muhammad Muda, Universiti Sains Islam Malaysia (USIM)
  1700	Refreshments End of First Day

  Wednesday, 2 December 2015
  0900	Address by Keynote Speaker II “Case Writing Motivations: Self Inspiration & Institutional Support” Asst. Prof. Vesarach Aumeboonsuke, Ph.D International College of National Institute of Development Administration (ICO NIDA), Thailand
  1030	Refreshments and Networking
  1100	Plenary Session IV – Writing Tips: Social Media as Sources of Data Dr. Ummi Salwa Ahmad Bustaman, Universiti Sains Islam Malaysia (USIM)
  1230	Lunch and Networking
  1400	Plenary Session V – Panel Discussion “Issues of Institutional Support: Looking at Cases as an Investment” Chairperson: Prof. Dato’ Muhammad Muda, USIM Panelists: • Professor Dr. Mohd. Majid bin Konting, UPM • Professor Dr. Osman Mohamad, Multimedia University • Assoc. Prof. Dr. Chek Derashid, IMBR, UUM
  1530	Plenary Session VI – Case Presentations CWAM Case Competition Case Presentations by selected participants
  1700	Refreshments End of Conference CWAM Annual General Meeting (AGM)

• Presentations Delivered / Cases Presented
  Shown below are the presentations delivered / cases presented during the conference:
  
  • Case Writing Motivations: Self-inspirations and Institution supports (presented by: Assistant Professor Dr. Vesarach Aumeboonsuke)
  
  • Managerial Recipes for Strategic Success: Shangri-La Hotels (Malaysia) Berhad (presented by: Assoc. Prof. Dr. Haim Hilman, Dr. Narentheren Kaliappen)
  
  • Putra Business School Preview (presented by: Putra Business School)
  
  • Perform Or Perish!: A Case Of Yakult Malaysia (presented by: Wee Yu Ghee)
  
  • QAYZ Holdings (M) Sdn Bhd (presented by: Akmal Hakim)
  
  • Remote Protection: Revisiting Human Resource Practices Towards Enhancing Call Center Performance (presented by: Alan Fun-Foo, Chan; Keng-Kok, Tee; Thanuja, Rathakrishnan; Justin Khim Fatt, Chin)
  
  • Sabli Food Industries Sdn. Bhd. (presented by: Nor Surilawana Binti Hj Sulaiman)
  
  • Sale or Interest Based Contract: A Case of Bay’ Bi Thaman Ajil (presented by: Amir Shaharuddin, Ainulashikin Marzuki, Ummi Salwa Ahmad Bustamam, Wan Rasyidah Wan Nawang)
  
  • Teaching Programming for Non-Programmers using a Case Study (presented by: Aidi Ahmi)
  
  • Writing for Publication of Cases (presented by: Muhamad Muda)
  
  * To download these presentations delivered / cases presented, registered conference participants are required to email to casewriters@cwam.org.my with the following details:
  1. Your Name.
  2. Contact Number.
  3. Name of Conference you wish to download from, example: Fifth International Conference On Case Writing.