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Cases for Undergraduate

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Living with the Virus: Singapore’s 2021 Endemic Strategy in the COVID-19 Pandemic

by Tan Chin Tiong, Lim Tow Keang, Wee-Kiat Lim, Jovina Ang
Discipline:
Crisis management
On September 24, 2021, the Singapore Multi-Ministry Task Force (MTF) that spearheaded the national COVID-19 pandemic response decided to act more decisively to ensure that its endemic strategy would not be derailed by the infections which had been escalating since late August.
In the weeks that...
S$6.00

Amara Hotels & Resorts, Singapore: Building Competitive Advantage through Sustainability and CSR Initiatives

by Seshan Ramaswami, Josephine Tan, Thomas Lim
Discipline:
Marketing Strategy
Amara Hotels & Resorts is a family-managed public-listed company running three business hotels, one each in Singapore, Shanghai and Bangkok, in addition to a resort on the island of Sentosa off the southern coast of Singapore. The company is led by Albert Teo, the son of the hotel chain founder...
S$6.00

“No More Uncle”: Asian Men’s Beauty Care in the Forefront of Gender-Neutral Marketing

by Dae Ryun Chang, Jin K. Han
Discipline:
Marketing
This descriptive case discusses an emerging global market trend and opportunity – the increasing use of beauty products by men, especially those in Asia. “No More Uncle” captures the emotional motivation behind unappealing and/or older-looking men to transform themselves. The case also looks at how...
S$6.00

Shenzhen Power Solution: Energising Africa’s Base of the Pyramid

by Kenneth Goh, Jingyue Xu, CW Chan
Discipline:
Social entrepreneurship
Li Xia is the founder of Shenzhen Power Solution (SPS), a social enterprise established to aid people at the bottom of the pyramid (BOP). Her family’s financial troubles during her childhood helped her understand the difficulties faced by the BOP consumers. She knew that BOP consumers did not have...
S$6.00

Marriott International: Deploying AI across Hotel Brands in Singapore

by Hannah H. Chang, Emerlyn Ng, Joyce Chua, Matthew Blower, Sarah de Souza, Tiffany Gwee
Discipline:
The case is set in 2021, amid accelerating digitalisation in Singapore, as Marriott International is facing pressure to innovate and review the AI strategy for its hotel brands. Marriott is the second largest hospitality player in terms of market share in Singapore, with AccorHotels Group holding...
S$6.00

Blackbox Chatbot: Designing Natural Language Conversations with Data

by Tamas Makany, Lipika Bhattacharya, Farid Mohammad
Discipline:
Technology and analytics
The case is set in May 2021 and talks about a Singapore-based small-medium enterprise decision science company called Blackbox (BB) and how it used conversational AI, human-centered design, and a technology innovation partner to design and develop a chatbot that helped its clients understand data...
S$6.00

Lynk Biotech: Open Innovation Project Management

by Pascale Crama, Lipika Bhattacharya, Chon Phung Lim, Cintia Kulzer Sacilotto
Discipline:
Innovation
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...
S$6.00

Machine Learning Concepts: An Educational Game Simulation

by Seema Chokshi, Lipika Bhattacharya, Bernie Koh
Discipline:
Business management
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...
S$6.00

Brand Singapore: Capturing the Spirit of a Nation

by Srinivas K. Reddy, CW Chan
Discipline:
Branding
The Singapore Tourism Board (STB) had been working on a new brand campaign to attract visitors to Singapore. However, instead of highlighting the country’s attractions and listing the reasons why it would be a good destination, they wanted to roll out a different kind of campaign that would...
S$6.00

Financial Statement Analysis

by Yuanto Kusnadi, Thomas Lim
Discipline:
Accounting
The case describes the Financial Statement Analysis interactive learning object. It is aimed at students taking the COR1307 Accounting for Entrepreneurs course in particular, as well as other basic financial accounting courses (ACCT101 and ACCT111 – Financial Accounting) and basic finance courses....
S$6.00

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