Business Case Studies, Brands & Branding and Private Labels Case Study, National University of Singapore (NUS) Business School, Marketing Case Study

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Brands & Branding and Private Labels Case Study

Case Title:

National University of Singapore (NUS) Business School: Christopher Earley's Brand Building Strategies

Publication Year : 2005

Authors: H. Ramaseshan Iyer & Sumit Kumar Chaudhuri

Industry: Education


Case Code: BBP0026

Teaching Note: Not Available

Structured Assignment: Not Available

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In the 21 st century, with family businesses restructuring themselves and multi-national corporations expanding their operations, the demand for management education in Asia is burgeoning. Due to visa restrictions and the high fee structure in the US, an increasing number of prospective Asian MBA applicants are turning to non-US destinations like Europe, Singapore and Australia. Management institutes in these locations are re-orienting themselves to meet the increasing demand by: (1) sprucing up their infrastructure; (2) revising their curriculum; (3) inducting world-class faculty; and (4) entering into collaborative agreements with leading international business schools. To keep pace with these new trends, the business school at the National University of Singapore (NUS), which is already known for its world-class executive MBA program, is trying to upgrade its programmes to global standards.

Pedagogical Objectives:

  • To discuss the strategic and brand building initiatives undertaken by NUS’ new Dean, Professor Christopher Earley.

Keywords : Management education in Asia, Alternative destinations for global management education, Re-orienting MBA, Brands & Branding Case Study, Growth strategies of business schools, Competitive strategies of business schools, Top global business schools in Asia, Strategic alliance among business schools, Collaborative agreements between business schools, INSEAD in Singapore, Chicago GSB in Singapore, Destination for Asia?s management students, World-class MBA, Global EMBA, Management with a global outlook, Singapore Management University


  • Higher Education in Singapore
  • National University of Singapore and NUS Business School
  • Christopher Earley: Branding and Growth Strategies

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