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Cases for Undergraduate

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National Library Board: Building Social Capital

by Hwang Soo Chiat, CW Chan
Discipline:
Sustainability Management, Public-Private Partnerships, Ethics and Social Responsibility
Set in 2013, Elaine Ng, CEO of the National Library Board of Singapore (NLB), has to ensure the library remains relevant in the new knowledge economy. The goals of the library have changed from providing convenience and accessibility to information to building social capital and facilitating...
S$6.00

Shanghai Tang, China’s First Luxury Brand: From Nostalgic to Chinese Contemporary Chic

by Stephen Wyatt, Christopher Dula
Discipline:
Strategy, Marketing
Founded in the mid-90s, Shanghai Tang stores were initially set up as an unusual emporium offering memorabilia and vibrant, colourful clothing inspired by 1920s-era Shanghai fashion. Targeted towards western tourists, the original offerings were not scalable enough for sustainable growth,...
S$6.00

Siam Park City: Can Affordable Pricing be Profitable?

by Philip Zerrillo, Sarita Mathur, Pannapachr Itthiopassagul
Discipline:
Strategy, Marketing
The case is set in November 2013, when Siam Park City – one of Thailand’s biggest Amusement Park and Water Park – was celebrating its 33rd anniversary. Siam Park City was born out of the vision of Chaiwat Luangamornlert, a successful businessman who wanted to build an amusement park and water park...
S$6.00

Singapore Changi Airport: Check-In to a World Class Experience

by Sridhar Seshadri, Sharafali Moosa, Brian Rodrigues, CW Chan
Discipline:
Operations Management
Set in 2013, Hamidah Hassan works at SATS, a provider of gateway services at Changi Airport in Singapore. SATS has a symbiotic relationship with Changi Airport Singapore and Singapore Airlines in ensuring a smooth travel experience for customers. Hamidah is in charge of the operations at the check-...
S$6.00

Tagit: Mastering the Challenge of Scaling a Business

by Arcot Desai Narasimhalu, Sarita Mathur
Discipline:
Strategy, Entrepreneurship and Innovation
The case documents the journey of a start-up from inception to the growth stage, and is suitable for understanding the following business strategies: pivot strategy, credibility and reputation building, role of the Board of Directors, and scalability of young businesses.
Tagit is a Singapore-based...
S$6.00

The Population Health Programme at Singapore’s Alexandra Health System

by Jason Woodard, Zack Wang Zheng, Christopher Dula
Discipline:
Strategy, Operations Management, Design and Management of Information Systems
The case begins in the first week of May 2015, when Henry Wu, the Programme Director of the Transformation Office at Alexandra Health System (AHS), is conferring with his team on the status of the Population Health programme, a joint initiative between AHS and Singapore’s Ministry of Health (MOH)....
S$6.00

7 Days Inn: An Entrepreneur’s Dilemma between Public and Private Ownership

by Meng Ann Lim, Sarita Mathur
Discipline:
Strategy, Finance
Alex Zheng, co-chairman and CEO of 7 Days Inn, the second largest economy hotel chain in China, ponders over possible growth strategies for his company. Since its inception in 2005, 7 Days Inn had grown from a fledgling start-up to a leading budget hotel chain. In late 2009, despite the uncertain...
S$6.00

Cultural Transformation at Microsoft IT India: Too Fast or Just Right?

by Indranil Bose, Vamsi Vallurupalli, Havovi Joshi
Discipline:
Organisational Behaviour and Leadership, Human Resources Management
The new managing director of Microsoft IT India Raj Biyani in 2010 noticed staff morale was low with growing attrition. Employees were frustrated as they had little control over the work they did. They had to wait for tasks to be assigned on a project basis from teams in US headquarters. To manage...
S$6.00

Ezra Holdings: Succeeding In Succession

by Foo See Liang, Adina Wong, Sanjana Kohli
Discipline:
Strategy, Organisational Behavior and Leadership
It was 30 December 2012, and Lee Kian Soon, the founder of Ezra Holdings Limited (Ezra), a Singapore-headquartered offshore oil and gas services company, was stepping down after 20 years as Executive Chairman of the company.
Having been at the helm of the company for two decades, Lee had been...
S$6.00

Movie, Money, Marketing: Branding ‘3 Peas in a Pod’

by Willem Smit, CW Chan
Discipline:
Marketing, Entrepreneurship and Innovation
Michelle Chong is a successful actress but a novice producer in Singapore. After her directorial debut success, she decides to produce a local movie set to premiere in November 2013 based on a script she had written ten years ago. Chong is still getting used to the business aspect of movie making,...
S$6.00

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