This collection consists of cases written by faculty of the Singapore Management University and the case writers with Centre for Management Practice (CMP) at Singapore Management University. The cases are focused largely on organisations operating in Asia. Cases aim to expose a student to interesting scenarios, situations or problems and with the guidance of the faculty member, students discuss and analyse the case.

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Cases from 2024

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ExxonMobil: Is chasing net zero futile?, Patrick TAN, Lipika BHATTACHARYA, Gary PAN, and Yuanto KUSNADI

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Vibefam: Raising the bar(bell) in the Singapore fitness industry, Niloofar ABOLFATHI and Simone SANTAMARIA

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VITAL: A Singapore public agency transforming from within for revitalization, efficiency, and future-readiness, Siu Loon HOE and Thomas LIM

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Relevance of healthcare analytics in Singapore during COVID-19 and beyond, Kar Way TAN, Sean Shao Wei LAM, and Sin Mei CHEAH

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Safe in India: Casting light on the dark side of workers’ safety in the automotive industry, Reddi KOTHA, Lakshmi APPASAMY, Havovi JOSHI, and Bei HE

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Dai Viet and Chien Thang: Two companies and a Family (A), (B) and (C), Roy CHUA, Rameshwari RAMACHANDRA, and Mahima RAO-KACHROO

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Infosys Helix: An AI-driven, cloud-based platform to transform the healthcare ecosystem, Siu Loon HOE and Mahima RAO-KACHROO

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Mushroom Buddies: Providing equal employment opportunities, Wee Liang TAN, Nimisha KESARWANI, and CW CHAN

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Toblerone pricing at airport duty-free shops, Nirmalya KUMAR and Lipika BHATTACHARYA

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Usertip: Early-stage financing considerations, Kenneth GOH, Jolyn ANG, and CW CHAN

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Using data visualisation to find F&B opportunities during a pandemic, Marcus ANG and Yongchang CHEN

Cases from 2023

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Food from the Heart’s digital transformation Journey: Change strategy and leadership, Heli WANG, Millie SU, and Caroline LIM

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JUMBO Group: Transformation recipe for building and scaling a smart F&B business, Xuesong GENG, Andrew CHIN, and Thomas LIM

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State Property jewellery: Going for gold with a Search Engine Optimisation (SEO) strategy, Ernst C. OSINGA and Chi Wei CHAN

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Transforming Blue Bird: Indonesia’s top mobility provider’s push for sustainable growth and digitalisation in the post-COVID era, Yuanto KUSNADI and Wee-Kiat Lim

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Banyan Tree Group: Sustainability through shared value, Heli WANG, Cubie LAU, and Lipika BHATTACHARYA

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DBS bank: A tech company going all in on AI, Steven MILLER, Thomas H. DAVENPORT, and Lipika BHATTACHARYA

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EyRIS: AI for eye-disease screening, Steven MILLER, David GOMULYA, and Mahima RAO-KACHROO

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A whistleblower’s dilemma in the house of wirecard (A), Abhijeet K. VADERA, Sin Mei CHEAH, and Mahima KACHROO

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A whistleblower’s dilemma in the house of wirecard (B), Abhijeet K. VADERA, Sin Mei CHEAH, and Mahima RAO-KACHROO

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Blazing a trail in the charity sector: Singapore’s Metta Welfare Association raises funds by selling NFTs, Siaw Ling LO, Graham NG, and Thomas LIM

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Gong Cha’s return to Singapore: Rebuilding a popular bubble tea franchise, Seshan RAMASWAMI, Josephine TAN, and Thomas LIM

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Who is the right influencer? A social network analysis, Ernst C. OSINGA, Sandeep R. CHANDUKALA, and Lipika BHATTACHARYA

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DMK: Rebranding a footwear brand to connect with millennials and Gen Z, Patricia LUI, Jovina ANG, and Lipika BHATTACHARYA

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Furthering sustainability at Singapore Management University: A blueprint for blue skies, Lily KONG, Havovi JOSHI, and Jovina ANG

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Ideas and not solutions: Enabling innovation through internal crowdsourcing in the Tata Group, Reddi KOTHA, Chon Phung LIM, and Thomas LIM

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Malaysia Airlines: Culture transformation while flying through turbulence, Fermin DIEZ, Michael R. BASHSHUR, and Sin Mei CHEAH

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Project Ugnayan: Feeding Manila’s hungry during the Covid-19 pandemic, Wee Liang TAN and Sin Mei CHEAH

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The lithium ion battery: From industry to diverse ecosystems, Kijong KIM, Sali LI, Liang CHEN, and Noman SHAHEER

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The sustainability sweet spot at Jiu Zhen Nan Taiwan pastry, Hwee Hoon TAN, Sin Mei CHEAH, Esther KONG, and Hsi-Mei CHUNG

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Who is the Right Influencer? A Social Network Analysis (Supplementary Data-Nodes) & (Supplementary Data-Edges), Ernst C. OSINGA, Sandeep R. CHANDUKALA, and Lipika BHATTACHARYA

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An uncommon alliance: Unilever’s ‘The vegetarian butcher’ meets Singapore’s ‘The social kitchen’, Kenneth GOH, Sheetal BHARDWAJ, and Daniel Z. MACK

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Clean Ganga Project: Using a PPP model to rejuvenate the river, Sock Yong PHANG, Flocy JOSEPH, and Chi Wei Chan

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To build or not to build: The real estate dilemma and the rapid rise of China’s cold chain industry, Yun Fong LIM, Marcus ANG, and Chaik Ming KOH

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Riding on the cryptocurrency and NFT wave: Twitter needs to “Show Me the Money”, Yi Meng LAU, Ping Fan KE, and Thomas LIM

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Evie.ai: Charting the career of an AI personal assistant, David GOMULYA, Damien JOSEPH, and Wee-Kiat Lim

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Growing on YouTube: Eric Kim’s story, Hoik KIM, Sali LI, Liang CHEN, and Noman Ahmed Shaheer SIDDIQUI

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REA data model in designing Accounting Information Systems: A simulation case, Poh-Sun SEOW, Gary PAN, Lipika BHATTACHARYA, and Bernie KOH

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Riding the decarbonisation wave: BHP and its LNG-fuelled vessels, Shantanu BHATTACHARYA, Flocy JOSEPH, and Mahima KACHROO

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Yamamotoyama: Tradition and change in a 300-year-old Shinise, Jochen REB and Chi Wei Chan

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Ant Fortune: Providing universal wealth management services in China, Hao LIANG and Chi Wei Chan

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Better decision-making through mindfulness-based strategic awareness training, Jochen REB, Juan Humberto YOUNG, and Sin Mei CHEAH

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No longer left on the shelf: How Savour! Made yet-to-be-sold F&B products an attractive proposition, Chiraphol N. CHIYACHANTANA, David K. DING, Jack J. HONG, Thomas LIM, and Pattarawan PRASARNPHANICH

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Wingspan: Infosys digital learning platform takes off in the age of disruption, Adam TATARYNOWICZ and Wee Kiat Lim

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Amazon vs Walmart: Clash of business models, Nirmalya KUMAR and Sheetal MITTAL

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IPI: Championing enterprise innovation in Singapore, Reddi KOTHA, Sin Mei CHEAH, and Chon Phung LIM

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The other WTO: Using toilet humour to facilitate global access to toilets, Kenneth GOH and Thomas LIM

Cases from 2022

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Building the Keppel Seghers Tuas WTE plant to support sustainable waste management, Shantanu BHATTACHARYA, Flocy JOSEPH, and CW CHAN

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Ant Group backed MYbank: People, planet, profit in rural China, Heli WANG and Lipika BHATTACHARYA

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S4Capital: Disrupting the advertising industry, Kapil R. TULI, Sheetal BHARDWAJ, and Wee-Kiat LIM

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3M: Rethinking regionalisation to adapt to supply chain disruptions, Steven M. MILLER and Lipika BHATTACHARYA

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Building a global omni-channel commerce ecosystem: The Shopify story, Xuesong GENG, Andrew CHIN, Jovina ANG, and Jonathan CHANG

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From broadcaster to National Media Network: Tracing Mediacorp’s evolution to a transmedia ecosystem, Xuesong GENG, Andrew CHIN, and Thomas LIM

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Amara Hotels & Resorts, Singapore: Building competitive advantage through sustainability and CSR initiatives, Seshan RAMASWAMI, Josephine TAN, and Thomas LIM

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Living with the virus: Singapore’s 2021 endemic strategy in the COVID-19 pandemic, Chin Tiong TAN, Tow Keang LIM, and Wee-Kiat LIM

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“No more uncle”: Asian men’s beauty care in the forefront of gender-neutral marketing, Ryun Chang DAE and Jin K. HAN

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OneMotoring: Driving the digital transformation of vehicle services in Singapore, Lily KONG, Orlando WOODS, Sin Mei CHEAH, and Tim BUNNELL

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Shenzhen Power Solutions: Energising Africa’s base of the pyramid, Kenneth GOH, Jingyue XU, and Chi Wei Chan

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Strategy and implementation for the workplace of the Future: The Raffles Quay Asset Management Commercial real estate story, Robin SPECULAND, Tamas MAKANY, and Jovina ANG

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Marriott International: Deploying AI across hotel brands in Singapore, Hannah H. CHANG, Ko Hwee Joyce CHUA, Matthew Liam Paske BLOWER, Yee Theng Emerlyn NG, Su Xuan Tiffany GWEE, and Sarah Anne DE SOUZA

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Blackbox Chatbot: Designing natural language conversations with Data, Tamas MAKANY and Lipika BHATTACHARYA

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Brand Singapore: Capturing the spirit of a nation, Srinivas K. REDDY and Chi Wei Chan

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Financial statement analysis, Yuanto KUSNADI and Thomas LIM

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Lynk Biotech: Open innovation project management, Pascale CRAMA, Lipika BHATTACHARYA, Chon Phung LIM, and Cintia KULZER SACILOTTO

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Machine learning concepts: An educational game simulation, Seema CHOKSHI, Lipika BHATTACHARYA, and Bernie KOH

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CALISTA: Enhancing digital trade infrastructure with value-added services, Shantanu BHATTACHARYA and Lakshmi APPASAMY

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Daung Capital: Managing the credit risk challenges of microfinance in Myanmar, Gary PAN, Benjamin LEE, and Lipika BHATTACHARYA

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ProGlove smart gloves: Let’s save four million dollars a day!, Kwan Eng WEE, Holly OTT, and Sin Mei CHEAH

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Project management at Kuehchic Desserts: Refreshing a traditional business, Arnoud DE MEYER

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Enhancing the sustainability DNA of Singapore’s Gardens by the Bay through induction training, Thomas MENKHOFF and Kevin CHEONG

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FoodXervices Inc: Recasting the image of a traditional SME through digital transformation, Gary PAN

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Hai Sia Seafood: A traditional business’s journey of innovation and digitisation, Gary PAN, Benjamin Huan Zhou LEE, and Sheetal BHARDWAJ

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Inn or out: Yield management in hotels – Simulation game, Marcus ANG, Lipika BHATTACHARYA, and Bernie KOH

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Succession at Taiwan’s Hop Lion Feather Works: Not leaving it to chance, Wee Liang TAN, Sin Mei CHEAH, and Hsi-Mei CHUNG

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Digital product management under extreme uncertainty: The Singapore TraceTogether story for COVID-19 contact tracing (A), Yuet Nan WONG, Sin Mei CHEAH, and Steven M. MILLER

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Digital product management under extreme uncertainty: The Singapore tracetogether story for COVID-19 contact tracing (B), Yuet Nan WONG, Sin Mei CHEAH, and Steven M. MILLER

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Getting the next swipe: Improving customer loyalty for OCBC bank credit cards, Marcus ANG, Yongchang CHEN, and S. Pinar DARENDELI

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NLT fibre broadband: Unlocking the RAB model in telecom, Archan MISRA, Lipika BHATTACHARYA, and Flocy JOSEPH

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Pinduoduo: Raising an 824 million-strong E-commerce empire under six years, Kapil R. TULI and Wee Kiat LIM

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Innovating coatings at Nipo International, Pascale CRAMA, Chon Phung LIM, Cintia KULZER SACILOTTO, and Jovina ANG

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Neeuro: Revolutionising digital therapeutics through open innovation, Pascale CRAMA, Christopher DULA, Chon Phung LIM, and Cintia KULZER SACILOTTO

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Openspace Ventures: Sustainable Venture Capital, Matt DEARTH and Melvyn TEO

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Robowealth: Bringing investment opportunities to the masses, Chiraphol N. CHIYACHANTANA, David K. DING, Pattarawan PRASARNPHANICH, and Chi Wei Chan

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Stock-up vs stock-out: The inventory management dilemma at a mobile clinic, Alan ZELLER, Kwan Eng WEE, and Sin Mei CHEAH

Cases from 2021

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Bank of Singapore’s EAM business: Standing tall against competition, T. Mandy THAM, Esther KONG, and Juliana KOH

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LGB Bank: Composite microservices in a large global bank (A), Alan MEGARGEL and Christopher M. POSKITT

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LGB Bank: Composite microservices in a large global bank (B), Alan MEGARGEL and Christopher M. POSKITT

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LGB Bank: Composite microservices in a large global bank (C), Alan MEGARGEL and Christopher M. POSKITT

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LGB Bank: Composite microservices in a large global bank (D), Alan MEGARGEL and Christopher M. POSKITT

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NIO: Battling Tesla with Battery as a Service, Shantanu BHATTACHARYA and Lipika BHATTACHARYA

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Creating a representative voice: The Association of Independent Wealth Managers (AIWM) in Singapore, T. Mandy THAM, Esther KONG, and Juliana KOH

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Developing the DfMA ecosystem in Singapore’s construction industry, Arnoud DE MEYER and Sheetal MITTAL

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Duolingo: Play, Not Pay, to Learn Languages, Kenneth GOH and Sin Mei CHEAH

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Driving successful ageing in Singapore, Kheng Min MA, Jovina ANG, and Sheetal BHARDWAJ

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g&m: Digital transformation of an insurance agency, Gary PAN, Lipika BHATTACHARYA, and Benjamin Huan Zhou LEE

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Honestbee: Adding a brick and mortar store to its online business, Wee Liang TAN, David GOMULYA, David CHAN, and Chi Wei Chan

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HP wealth management: Pioneering external asset management in Singapore, T. Mandy THAM, Esther KONG, and Juliana KOH

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Popular Bookstore: Evolving into an omni-channel retailer, Geoffrey DA SILVA and Chi Wei Chan

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Sinwattana: Raising capital through crowdfunding, Chiraphol N. CHIYACHANTANA, Pattarawan PRASARNPHANICH, and Chi Wei CHAN

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Tackling customer pain points one by one: How TranSwap converted banking diehards, Wee Liang TAN, Kok Beng NEO, and Thomas LIM