Top 50 Bestselling Case Authors 2022/23: No. 20

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.

In 2015 AB Inbev, the undisputed global leader in the beer industry, created a new subsidiary, ZX Ventures, whose goal was to become the beer giant's engine of innovative growth without adversely affecting the success of the core business. Pedro Earp an ABI insider who had spent nearly 20 years working at the company, was hired to be the company's chief disruptive growth officer and leader of ZX Ventures. By early 2018 Earp knew that his organisation had hit its aggressive benchmarks for revenue growth and value creation and that his team had surpassed expectations for the quality of its innovation.