The Stereotypes in MBA Case Studies

Stereotypes are often reinforced by the words we choose to use. And when those stereotypes don’t align with markers of success at work and further inaccuracies about gender, race, national origin, age or other status characteristics. New research shows that stereotypical patterns are playing out in the materials often used to educate future leaders: MBA teaching cases. Not only are women and people of color vastly underrepresented in these cases, they are often described using stereotypical or unnuanced language. The most common trends identified in the study were sweeping statements about cultures or groups of people; describing consumer behavior without context and using stereotypes, language that reinforces traditional gender roles, and conflating market segmentation with stereotypes. Teachers who use these materials need to pay close attention to when these stereotypes show up in teaching cases and help students identify and discuss them. For example, professors might consider writing a cover letter with advice on how to catch these patterns and ask students to underline any potentially problematic language and be prepared to discuss how it affected their assessment of the protagonists, consumers, or the situation. It’s imperative that educators train students about the ways word choices can hold back the very people we need more of in our organizations.