Cases by Kevin Sproule

This is a three-part case series on the Sentosa Leisure Group based in Singapore. The three cases focus on: Case A — marketing / analytics; Case B — IT solution design; Case (C) — long-term strategy.
In this case series, Esther Wong, deputy director of solutions technology, is tasked with boosting...

In July 2010, Sujit Patil, head of corporate communications for Mumbai-based Tata Chemicals Limited (TCL) has to develop a company branding strategy after a series of acquisitions. TCL has acquired several of the top producers in the soda ash business, making it a commanding player in the global...

This case, set in 2012, deals with an increasingly important economic, demographic and social phenomenon in Asia — the emergence of career- minded women who are impacting how products are marketed in that region — in this example, South Korea. The case revolves around the iconic “Gold Misses” — an...

Navigauge, a start-up company that specialises in radio market research, has developed a tool that provides high quality, accurate and location-based radio market research. This pioneering technology in radio market research is captured in a positive, albeit reserved, article in the New York Times...