The NUS Case Competition 2017 is organized by the NUS Case Consulting Group. The aim of the case competition is to let students apply the business skills they have picked up in the classroom to solve problems faced by real life companies and organizations. The NUS Case competition promises to highlight the strategic challenges and managerial dilemmas faced by global business leaders. Competing teams work under pressure to solve business problems, using simulated business conditions such as time-critical deadlines and incomplete information, to conceptualize realistic, action-oriented recommendations.

The NUS Case Competition encourages thorough research and analysis, offering students an opportunity to exercise forecasting and advisory skills. Competing teams need to leverage on their intelligence in order to execute tailored research and analysis for the case company. Another important aspect of this case competition experience is the potential interaction within individual teams, among teams, and also through the networking process with our preferred partners.

Participating in the NUS Case Challenge is both an honour and a supreme challenge. Solving pertinent business problems under the stressful conditions and strict deadline requirements of the competition is a test of an individual's creativity and problem-solving abilities. Participants will undoubtedly become the business leaders of tomorrow and this competition will help to prepare them for the challenges of a rapidly changing global business landscape. As such, the Organizing Committee is working towards fulfilling the following aims:

  • To generate interest in solving business cases among students;

  • To expose students to real life business and managerial problems;

  • To enhance students’ critical thinking, creativity and presentation skills;

  • To provide a platform for tomorrow’s business leaders to shine and network, regardless of their universities 

A/P Lau Geok Theng

A/P Lau is the advisor and case writer for NUS Case 2017. A proud NUS alumnus since completing his own NUS BBA journey in 1980, Professor Lau has been guiding NUS students for over thirty years and currently serves as an Associate Professor of Marketing in our university. 

He has held the hands of generations of NUS teams in various international case competitions since 1998. Professor Lau has also been the creative mind behind NUS Case Competition’s cases since our very first iteration.

He wishes all participants the most enjoyable and challenging experience this year.