Top 50 Bestselling Case Authors 2021/22: No. 10

Singapore Airlines has won countless awards for its customer service. For 16 of the past 17 years, it was named the world's best airline in Conde Nast Traveler's Readers' Choice Awards, and unlike many of its competitors, it managed to remain profitable in the early 2000s. But now the airline's rivals have taken note of its customer service and have begun following its lead. 

In the early years after its founding in 1960, Singapore's public housing authority met the basic shelter needs of about 6% of the country's population. By 2007, it was providing quality homes to more than 80% of the country's 3.7 million residents. In this case, students take the perspective of a recent MBA graduate as she tries to reorganise the housing authority.

John Stover is the president of Stover Industries, a conglomerate of several small companies in the electrical parts industry. Recently, Stover hired Chris Cunningham, a former college classmate, as a salesperson. Cunningham had considerable drive and enthusiasm, and was soon established as a star on the sales force. However, Cunningham's aggressive and often unreasonable demands have upset the company's designers, production staff, and purchasing department.