Business Schools Turn to AI and Taylor Swift for Case Study Relevance

TL;DR: Leading business schools including Harvard, Kellogg and Iese are creating case studies on contemporary topics from AI competition between tech giants to Taylor Swift’s $5 billion economic impact. The shift reflects efforts to keep MBA teaching relevant in a rapidly evolving digital landscape where traditional business models face disruption.

From Corporate Strategy to Cultural Economics

Business school case studies are becoming more diverse and digitally focused as institutions adapt to a rapidly changing world, particularly following the advent of artificial intelligence. Analysis by the Financial Times working with Harvard Business Impact, Ivey Publishing and The Case Centre reveals that AI is no longer a niche academic subject but spans media businesses like Disney, financial institutions like DBS Bank, and technology competition.

The most widely used recent case study, “Disney+ and machine learning in the streaming age” by Kevin McTigue and Theo Anderson, examines whether a company steeped in creativity can embrace data-driven decision-making without diluting its artistic integrity. The case explores Disney’s 2019 entry into streaming and whether the company could use machine learning not just defensively but as a strategic differentiator.

AI Competition Takes Centre Stage

The second most-used case study, “AI wars” by Andy Wu and colleagues, frames the strategic dilemmas facing Google, Microsoft and Meta following ChatGPT’s November 2022 launch. For Google, the competition illustrated risks of caution in a space where moving first pays dividends. For Microsoft, partnering with OpenAI represented a rare opportunity to put Google on the defensive.

“It’s too easy for students — and managers — to get lost in the hype of the technological arms race without a firm grasp of the fundamentals,” says Wu, professor of business administration at Harvard Business School.

‘Taylornomics’ Enters the Curriculum

Taylor Swift’s Eras tour has generated academic interest not merely for its cultural impact but for its economic footprint. The case study “Taylor Swift: a mastermind of influence” by Anthony Wilson-Prangley and Amy Moore examines how Swift built unusual power in negotiating with labels and ticketing platforms. Fans were projected to spend $5 billion across the United States during the 2023-24 tour, generating a new vocabulary of “Taylornomics” to describe her economic influence.

Forbes has estimated Swift’s wealth at $1.6 billion. The case study frames her rise through a fictional character who admires Swift’s confidence, exploring how the singer’s success stems from building influence that mixes identity, business and art.

Pedagogical Evolution

“The case method teaches students the skills they need to navigate complexity: critical thinking, problem-solving, managing ambiguity, communication and risk management,” says Antoinette Mills of The Case Centre. “In an age of AI, these higher order skills are more important than ever, helping students make informed decisions under uncertainty.”

David Yoffie, Baker Foundation professor at Harvard Business School, sees case studies as “managerial lessons” that turn research insights into practical applications. “The art of writing a case can be a powerful tool to turn those research insights into managerial lessons,” he says.

Other prominent case studies include analyses of Apple’s regulatory challenges, Roblox’s virtual commerce model, and Patagonia’s decision to make Earth its “only shareholder”. The diversity of subjects reflects business schools’ efforts to remain relevant as traditional industries face disruption from technology, changing consumer behaviour, and sustainability pressures.

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