““Questions on the following topics can help you identify helpful information about the company that you can then use to refine your hypothesis—and ultimately structure a more customized issue tree: Capabilities and expertise Distribution channels Cost structure (mainly fixed versus variable; is it better to have higher fixed costs with lower variable, which is a barrier to entry, or vice versa?) Investment costs (optional: only if the case involves an investment decision) Intangibles (e.g., brands, brand loyalty) Financial situation Organizational structure (optional: if, for example, team organization is in conflict with how customers want to do business, as in the case with the Fortune 500 CIO who wanted to do business with just one person)””
