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Journal of Management Education
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What's this?

Print, Video, or the Ceo

The Impact of Media in Teaching Leadership with the Case Method

David J. O’Connell

St. Ambrose University, OConnellDavidJ{at}sau.edu

John F. McCarthy

University of New Hampshire at Manchester

Douglas T. Hall

Boston University School of Management

Case teaching has the potential to involve students in complex decision settings, enhancing their identification with protagonists facing difficult challenges. This article explores the impact of teaching a printed leadership case study with and without the appearance of the CEO in class—by video or in person. Our investigation shows, via qualitative and quantitative means, that the leader’s presence, even through video, significantly affects student engagement and can substantially enhance impressions of leadership effectiveness. We offer implications for teachers and propose future research directions.

Key Words: leadership • media effectiveness • case method teaching

Journal of Management Education, Vol. 28, No. 3, 294-318 (2004)
DOI: 10.1177/1052562903252659
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