The case is set in July 2020, when Lynk Biotech (Lynk), a pharmaceutical research company based in Singapore is facing the dilemma of designing new products from its existing transdermal platform which is a well-researched proven technology developed by the company. Lynk was a university spin-off...
This is a game simulation case on Machine Learning (ML) and can be used in the classroom to introduce to students the foundational concepts of ML. The case begins with a brief background on ML, its origins, the objectives of its usage across various industries, and ends with a future outlook on the...
In September 2019, Daung Capital (Daung), a microfinance institution (MFI) in Myanmar, was preparing to launch a new loan product for farmers which entailed a lump sum repayment instead of monthly repayments like its other products. Leon Qiu, the co-founder of Daung, wondered how he could implement...
This is a game simulation case on yield management for the hotel industry. Students play the role of the reservation manager and are allowed to make hotel bookings for consumers who want to book hotel rooms at the InnorOut hotel. Students are encouraged to accept the bookings based on the...
It was April 2021, and Widjaja Suki, Director of Business Development at NetLink Trust (NLT), was contemplating on his firm’s future growth and revenue prospects.
NLT was the sole broadband fibre infrastructure provider in Singapore for the residential segment, and had played a key role in the...
Chinese electric vehicle (EV) company NIO had launched Battery as a Service (BaaS), in a competitive bid to reduce vehicle price and make its products more attractive to its consumers. By 2021, almost 40% of its consumer base had switched to using BaaS, and NIO had plans to expand its BaaS services...
Analysts have often compared Digital Transformation to an iceberg and a company embarking on it to a ship trying to manoeuvre the iceberg. Some facets of the transformation are easily visible, while others are under the water and difficult to identify and manage. Douglas Chia, Managing Director of...
Set in July 2021, this case talks about the launch and discontinuation of the very large aircraft, A380, by leading aircraft manufacturer Airbus. The development of the A380 had been motivated by two key factors – the projected market trend of increased hub-and-spoke travel and the success of...
This case is set in 2020 and talks about a start-up pharmaceutical marketing company - Good Pharma – based in Singapore. One of the first products the firm had embarked on marketing was Suu Balm, a cream for dry and eczema-prone skin, which had been formulated by a lead user - Dr Tey Hong Liang (Dr...
Set in September 2020, the case talks about marketing an accessible (affordable) luxury watch brand, 'August Berg', by a luxury-product distribution company, Norbreeze, based in Singapore. The company's founder, Anders Peter Juel Sauerberg, was sceptical about the launch of a new collection of the...
