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Displaying 21 - 30 of 227 results

DMK: Rebranding a Footwear Brand to Connect with Millennials and Gen Z

by Patricia Lui, Jovina Ang, Lipika Bhattacharya
Discipline:
Brand image
This case study begins in October 2022, two years after Sophia and Eileen Goh, who were sisters, rebranded the footwear company to expand its customer base from baby boomers and Gen X to millennials and Gen Z.
The footwear brand was originally positioned as a workwear brand, specifically to cater...
S$6.00

Furthering Sustainability at Singapore Management University: A Blueprint for Blue Skies

by Lily Kong, Havovi Joshi, Jovina Ang
Discipline:
Sustainable business practices
On September 9, 2022, Singapore Management University (SMU) President Lily Kong launched the SMU Sustainability Blueprint at her fourth President’s State of the University Address to an audience of over 600 faculty, staff, students, and guests. While paying attention to sustainability was not new...
S$6.00

An Uncommon Alliance: Unilever’s ‘The Vegetarian Butcher’ Meets Singapore’s ‘The Social Kitchen’

by Kenneth Goh, Sheetal Mittal, Daniel Z. Mack
Discipline:
Strategy
Set in 2022, the case describes the partnership between Unilever Food Solutions (UFS) and The Social Kitchen (TSK), a social enterprise, to launch Unilever’s flagship alt-meat brand ‘The Vegetarian Butcher’ (TVB) in Singapore. With a focus on ‘future foods’, Unilever planned to double the number of...
S$6.00

Evie.ai: Charting the Career of an AI Personal Assistant

by David Gomulya, Damien Joseph, Wee-Kiat Lim
Discipline:
Entrepreneurship
By December 2018, Evie the digital personal assistant (PA) had gained quite a following from prominent clients such as Unilever and Airbus. Powered by artificial intelligence (AI), Evie was so good that clients believed ‘she’ was human, expecting to greet ‘her’ in the flesh at meetings.
Jin Hian...
S$6.00

REA Data Model in Designing Information Systems: A Simulation Case

by Seow Poh Sun, Gary Pan, Lipika Bhattacharya, Bernie Koh
Discipline:
Accounting
This simulation case is meant to be used as a learning object for students to understand the various facets of the Resources, Events, Agents (REA) data model in designing accounting information systems. The case allows students to analyse the various entities in an REA data model, and identify...
S$6.00

Riding the Decarbonisation Wave: BHP and its LNG-Fuelled Vessels

by Shantanu Bhattacharya, Flocy Joseph, Mahima Rao-Kachroo
Discipline:
Climate Change
BHP, the Australian mining company that also diversified into ship chartering, has an important mission statement: “BHP’s purpose is to bring people and resources together to build a better world.” Rashpal Bhatti (Bhatti) Vice President of BHP’s Maritime and Supply Chain Excellence (MSCE) arm...
S$6.00

Better Decision-Making Through Mindfulness-Based Strategic Awareness Training

by Jochen Reb, Juan Humberto Young, Cheah Sin Mei
Discipline:
Decision making
The case is set in June 2021, 15 months into the COVID-19 pandemic. It begins with the CEO of a boutique hotel in Singapore battling mental burnout as he struggled to keep his hard-hit hotel business afloat. He then sought advice from a friend working with the Mindfulness Initiative@SMU and was...
S$6.00

No Longer Left on the Shelf: How Savour! Made Yet-to-be-Sold F&B Products an Attractive Proposition

by Chiraphol New Chiyachantana, David K. Ding, Jack J. Hong, Thomas Lim, Pattarawan Prasarnphanich
Discipline:
Social Enterprise
Singapore-based tech social enterprise Savour! seeks to make procurement smoother and more productive by linking up suppliers like merchants with less commercially-oriented procurers such as non-profit organisations and school clubs via its B2B e-commerce platform and app. It originally focused on...
S$6.00

IPI: Championing Enterprise Innovation in Singapore

by Reddi Rayalu Kotha, Cheah Sin Mei, Chon Phung Lim
Discipline:
Open innovation
In 2021, IPI celebrated its tenth anniversary since its inception as a public-funded innovation intermediary in Singapore, a city-state with a strong focus on innovation as an economic growth strategy. Among the many initiatives promoted by the government agencies is open innovation — an approach...
S$6.00

The Other WTO: Using Toilet Humour to Facilitate Global Access to Toilets

by Kenneth Goh, Thomas Lim
Discipline:
Customer Strategy
When Jack Sim turned 40, it was the height of the 1997 Asian Financial Crisis, which had decimated half his wealth. The Singaporean entrepreneur found himself wanting to live a more meaningful life, and decided to devote his remaining years to promoting the need for clean sanitation. He first set...
S$6.00

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