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Cases for Undergraduate

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Unilever Platinum Stores: Building a Brand for the Community

by Philip Zerrillo, Sarita Mathur, Pannapachr Itthiopassagul
Discipline:
Marketing, Entrepreneurship and Innovation
This case describes the conception and development of an innovative store concept by Unilever, Thailand, and illustrates the challenges of setting up and scaling a corporate social responsibility project that involves the active participation of members of the community.
Ratchtar Karasuddhi, the...
S$6.00

Tiger Balm: The Future of a Heritage

by Doreen Kum
Discipline:
Strategy, Marketing
The case is set in January 2014, and discusses the challenge facing A K Han, the Executive Director of Haw Par Holdings on Tiger Balm, the key brand in the Group’s healthcare business. Tiger Balm, an almost century-old herbal topical ointment, was a popular analgesic in Asia. Aggressive brand...
S$6.00

DBS: Journey to Integrated Reporting

by Hwang Soo Chiat, Teng Aun Khoo, Adina Wong
Discipline:
Finance, Ethics and Social Responsibility
In 2011, Mikkel Larsen, Managing Director, Head of Tax & Accounting Policy, Group Finance at DBS Bank mooted the idea of DBS adopting an integrated reporting approach. He was convinced that this was a more holistic way of reporting on the bank’s business strategy and activities, linking each of...
S$6.00

Disruption in the Air: Surf Air’s All-You-Can Fly Business Model

by Srinivas K. Reddy, Joyce Low, Adina Wong
Discipline:
Sustainability Management, Marketing
This case is set in July 2013, shortly after the launch of Surf Air, an all-you-can-fly subscription airline based in California. Wade Eyerly, the CEO of Surf Air, has to decide if the business model is sustainable, and also if Surf Air could be expanded to other locations.
Three directional trends...
S$6.00

HappyTap: Encouraging Handwashing in Rural Vietnam

by Ravi Chidambaram, Adina Wong, CW Chan
Discipline:
Strategy, Ethics and Social Responsibility
The case is set in Phnom Penh in March 2014. Geoff Revell was the Regional Programme Manager of WaterSHED, a non-governmental organisation based in Phnom Penh, Cambodia, founded in August 2011. WaterSHED had been established to promote socially impactful businesses in water, sanitation, and hygiene...
S$6.00

Mia by Tanishq: Jewellery to Entice the Working Woman in India

by Rajendra Srivastava, Shantanu Dutta, Havovi Joshi, Sanjana Kohli
Discipline:
Strategy, Marketing
In 1995, Titan launched the first branded range of jewellery – ‘Tanishq’ – in India’s highly fragmented and disorganised jewellery market. Tanishq performed exceedingly well, attracting a large customer base that was assured of quality and purity. However, the business recognises customer...
S$6.00

Sarulla Geothermal Power Project: Last Lap Challenges in the Development Process

by Katharina Lange, Stephen Wermert, Christopher Dula
Discipline:
Public-Private Partnerships, Finance
The case looks retrospectively at an integrated geothermal steam field and a 320.8 MW power project in North Medan, Indonesia which reached financial close in March, 2014 after a combined tender and development period of almost 10 years. A critical last stage of the project commenced in April, 2013...
S$6.00

SimpliFlying: Making a Great Idea Take Flight

by Michael Netzley, Adina Wong, Robin Speculand
Discipline:
Strategy, Marketing
This case won the Entrepreneurship category at the EFMD Case Writing Competition 2015.
More details here.

This is a two-part case series. Part (A) of the case is about how Shashank Nigam, CEO of SimpliFlying Pte Ltd, a company based in Singapore, searches for the corporate strategy and vision for...
S$6.00

Sunlabob Renewable Energy: Solar Power for Laos and Beyond

by Ravi Chidambaram, Christopher Dula, CW Chan
Discipline:
Sustainability Management, Entrepreneurship and Innovation
Sunlabob Renewable Energy is a Laos-based enterprise established in 2001. For the first seven years the business was entirely focused on Laos. Initially the company provided off-grid electrification to the rural poor as an independent power producer (IPP) or by providing equipment and services to...
S$6.00

The Citibank India Story: Nurturing Global Leaders

by Poornima Luthra, Adina Wong
Discipline:
Organisational Behaviour and Leadership, Human Resources Management
It is August 2014, and the Citibank conference on leadership and development has just concluded. Immediately after, Sara Roberts, Talent Head of Citigroup Asia Pacific, and Anuranjita Kumar, Chief Human Resource Officer (CHRO) of Citigroup South Asia, discuss a pressing issue: how talent and...
S$6.00

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