Case Studies

  • Commuter Complaints on SMRT Train Breakd...

    In December 2011, the world renowned SMRT train system in Singapore suffered a series of commuter disruptions that shattered public confidence in the system. SMRT Corporation Ltd. is Singapore’s multi-modal public transport operator, with train,...

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  • Innova Technology (A): Seeking a Market...

    This case is the first part of a two-part series on Innova Technology. Case (A) focuses on developing, producing and marketing a product innovation.  The case is set in May 2012, and begins with the protagonist, Rick Tan, CEO of Innova Technology...

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  • Innova Technology (B): Growing the Busin...

    This case is the second part of a two-part series on Innova Technology. Case (B) the two cases focuses on growth strategies and its related challenges for a young technology company. The case is set in November 2012, two months after the launch...

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  • Microsoft IT India: A Journey in Busines...

    This case is set in July 2013, at the Microsoft IT - India headquarters in Hyderabad. This is the largest centre of Microsoft IT (“MSIT”) outside of Redmond, Washington, US, and the offshore arm of the Microsoft IT Engineering Divisions. In 2010...

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  • Singapore Airlines Scoots into the Low-C...

    Scoot, a new subsidiary airline of the Singapore Airlines Group (SIA), was launched in November 2011. It is a low-cost, medium to long-haul carrier that is independently operated and based out of Changi Airport in Singapore, serving value-...

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Faculty Writing

  • Gilbert TAN

    Associate Professor of Strategic Management (Practice)

    Research Interests
    Corporate Social Responsibility | Employee Creativity | Spirituality at Work

  • Susheela A VARGHESE

    Associate Professor of Corporate Communication (Education)

    Research Interests
    Influence in Corporate and Public Policy | Organisational Communication - Employee Communication | Argument and Academic Writing

  • Srinivas K. REDDY

    Professor of Marketing | Director, Centre for Marketing Excellence| Associate Dean, General Management Programmes

    Research Interests
    Branding | Innovation and New Product Development | Online Auctions and...

  • Mark CHONG

    Associate Professor of Corporate Communication (Practice)

    Research Interests
    Creative Industries | Reputation

  • Holly OTT

    Adjunct Professor (Operations Management)

    Research Interests
    Supply Chain Management | Retail Operations