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Cases for Undergraduate

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Anu at Tech-edu (Parts A, B & C)

by Roy Chua, Havovi Joshi
Discipline:
Organizational behavior
This three-part case study is about Anu, a young Singaporean MBA graduate. Part A begins with Anu’s story when she relocates to start work at her dream job at Tech-edu in Denmark. Soon after, she picks up cues that make her suspect that things are not quite right at the company. Tech-edu’s founder...
S$6.00

Optimising Process Flows in Dragon Fruit Jam Production

by Wee Kwan Eng, Holly Ott, Cheah Sin Mei
Discipline:
Operations and processes
GSH Conserves was an artisanal jam producer in Singapore that specialised in using tropical fruits, such as dragon fruit, lychee, mango, etc., to handcraft high-quality jam in small batches. Founded in 2013 in a home kitchen, the demand for GSH Conserves jam and bottled fruits had grown organically...
S$6.00

Carousell: Growing a Peer-to-Peer Mobile App Business by Building a Community

by Seshan Ramaswami, Bonny Cheang Mei Qi, Liu Yuxi, Nicole Foo Quan Fang, Cheah Sin Mei
Discipline:
Business strategies
It was end-2019 and seven years into the founding of Carousell, a Singapore-headquartered peer-to-peer online classified advertisements marketplace started by three friends, Quek Siu Rui, Marcus Tan and Lucas Ngoo. Valued at US$550 million, Carousell had gained wide popularity with a presence in...
S$6.00

Vinschool: The Triumphs and Challenges of Scaling Vingroup’s Not-For-Profit School

by Tan Chin Tiong, Lipika Bhattacharya
Discipline:
Marketing
What does it take to set up the next level of schools that encourages academic excellence at an international level in a developing country? How should the school brand itself to communicate that commitment to excellence to prospective students’ parents? How can a school provide that level of...
S$6.00

Ant Financial: The Road to Financial Inclusion in China through QR Codes and Technology-as-a-Service

by Liang Hao, Gabriel Lim Pang Keat, Cheah Sin Mei, Chiu Tzu-Kuan
Discipline:
Financial technology
Set in January 2020, this case presents Ant Financial’s success in promoting financial inclusion in China through its Quick Response (QR) Merchant Growth Plan. Established in 2014, Ant Financial grew out of Alipay, a mobile payment provider that served Alibaba’s e-commerce customers. Inheriting...
S$6.00

FWD: Customer-Centric Marketing in Online Insurance

by Patricia Lui, Lipika Bhattacharya
Discipline:
Marketing
In November 2019, David Broom, Chief Marketing Officer of FWD Singapore, replayed a commercial ad clip of his company, as he ruefully considered the competitiveness of the insurance market in Southeast Asia. Building competitive resilience in a cutthroat market dominated by large traditional...
S$6.00

Developing an Innovative Retail Concept to Showcase the Smart Home of the Future

by Geoffrey da Silva, Cheah Sin Mei
Discipline:
retail
In 2018, after nearly two decades of success in the highly competitive consumer electronics market of Singapore, Asian Home Electronics (AHE) Limited was once again searching for new frontiers to break through for its retail business. Having evolved from the traditional brick-and-mortar business...
S$6.00

Nium: Leveraging Fintech to Disrupt Cross-Border Remittance Services

by Annie Koh, David Fernandez, Cheah Sin Mei
Discipline:
Technology
Set in October 2019, this case presents the remarkable growth journey of Nium, a Singapore-headquartered fintech start-up in digital remittance. The founders are on a mission to disrupt the traditional remittance industry ridden with inefficiency and an opaque pricing structure, and are confident...
S$6.00

KYY: Storage Assignment in a Unit-Load Warehouse

by Lim Yun Fong, Marcus Ang
Discipline:
Operations Management
It is June 2019, and Lillian Lim of Mackor Consultancy, a third-party consultancy in Singapore, is at the newest warehouse of her client, KYY Group, a major third-party logistics provider. Headquartered in Singapore, KYY’s business activities span Asia.
In 2013, the company started construction of...
S$6.00

Moss & Associates: Accounting for Qualitative Financial Fraud Using Data Mining

by Swapna Gottipati, Venky Shankararaman
Discipline:
Business Analytics
In May 2019, Cheryl Leong, Head of Fraud Analytics and Data Management at Moss & Associates, a mid-sized New York accounting firm, was tasked with fraud detection in annual reports. Besides helping clients present financial information to stakeholders, accounting firms had to ensure there were...
S$6.00

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