Explore Our Case Studies
Strategic Management
Medical Tourism - The Case for Thailand
By Assoc. Prof. Dr. Somchanok PASSAKONJARAS | Chulalongkorn Business School, Thailand, 10 Jul 2026
Brand Management
Butterbear – Who Shapes a Brand Character in the Age of Social Media?
By Prof. Aticha KWAENGSOPHA | Chiang Mai University Business School, Thailand, 30 Jun 2026
Global Expansion
After You - Finding Sweet Success Overseas
By Assoc. Prof. Dr. Somchanok PASSAKONJARAS | Chulalongkorn Business School, Thailand, 18 Jun 2026
Brand Management
ChaTraMue: Maintaining Competitiveness Through Brand Collaboration
By Dr. Chatree PREEDAANANTHASUK | Naresuan University, 16 Apr 2026
Accounting & Finance
Accounting for the Ordinary People – A Case Analysis of a Taxi Service Startup
By Prof. Gustavo TANAKA | Faculty of Global Engagement, Kyoto University of Foreign Studies, 05 Apr 2026
Brand Management
Polcasan Beyond the Star – From Fan Symbol to Independent Commercial Asset
By Assoc. Prof. Dr. Gita GAYATRI | Universitas Indonesia, 02 Apr 2026
Brand Management
Butterbear – From Dessert Shop Mascot to Emotional Companion
By Asst. Prof. Dr. Muhammad JUNAID | Asian Institute of Technology, Thailand, 19 Mar 2026
Human Resource Management
People First, Excellence Always – How Mandarin Oriental, Bangkok Builds Hospitality from Within
By Asst. Prof. Dr. Somboon KULVISAECHANA | Thammasat Business School, Thailand, 31 Jan 2026
Sustainability
Carabao Group - Championing Sustainability
By Assoc. Prof. Dr. Somchanok PASSAKONJARAS | Chulalongkorn Business School, Thailand, 02 Jan 2026
Crisis Management
Balancing Continuity and Survival: Lessons for Overseas Manufacturers from Thailand’s 2011 Flood
By Dr. Tadashi NAKASU | College of Population Studies, Chulalongkorn University, 16 Dec 2025
Global Expansion
Flash Express - Thailand’s First Unicorn And The Emerging Business Model
By Prof. Jusuke IKEGAMI | Waseda Business School, Japan, 15 Dec 2025
Accounting & Finance
Entrepreneurial Cost Analysis - Planning and Decision-Making Techniques for SMEs
By Prof. Gustavo TANAKA | Faculty of Global Engagement, Kyoto University of Foreign Studies, 18 Nov 2025
Family Business
Sae Yiang Group – Where Daughters Shape the Future of a Family Business
By Asst. Prof. Arthon PROMPATANAPAK | Management in Entrepreneurship, Bangkok University, Thailand, 28 Oct 2025
Leadership
From Heritage to Modern Icon: The Strategic Transformation of Srichand
By Dr. Chatree PREEDAANANTHASUK | Naresuan University, 16 Oct 2025
Accounting & Finance
Strategic Cost Management – Improving performance in SMEs through the right Costing (and Pricing)
By Prof. Gustavo TANAKA | Faculty of Global Engagement, Kyoto University of Foreign Studies, 09 Oct 2025
Marketing
Crafting a Third Place – Starbucks’ Strategy in Thailand’s Evolving Coffee Culture
By Prof. Tomoko KAWAKAMI | Waseda Business School, Japan, 13 Sep 2025
Business Model Innovation
Dusit Thani – Leadership at the Heart of Transformation
By Asst. Prof. Dr. Somboon KULVISAECHANA | Thammasat Business School, Thailand, 01 Aug 2025
Business Ethics
PICNIC – A Tank Full of Promise, A Trail of Uncertainty
By Assoc. Prof. Sarayut RUEANGSUWAN, Ph.D. | Associate Dean for Strategy and Finance Thammasat Business School, Thailand, 25 Jul 2025
Strategic Management
ShopeeFood - Riding the Ecosystem or Burning Cash?
By Dr. Pietro BORSANO | Chulalongkorn School of Integrated Innovation, Thailand, 27 Jun 2025
Organizational Behavior
Cross-Cultural Communication – Navigating Product Design in a Global-Local Context
By Prof Dr. Helen CHEN | Centre for Sustainable Business, International Business University, Canada, 19 Apr 2025
Strategic Management
A Wallet Too Smart? – Lessons from Thai Smart Card’s Pursuit of Payment Innovation
By Assoc. Prof. Sarayut RUEANGSUWAN, Ph.D. | Associate Dean for Strategy and Finance Thammasat Business School, Thailand, 31 Mar 2025
Family Business
Passing the Baton – The Mall Group's Female Leadership Transition to the Third Generation
By Assoc. Prof. Dr. Natenapha WAILERDSAK | Thammasat Business School, Thailand, 24 Mar 2025
Marketing
Global Sustainability, Local Impact – Starbucks' Social Marketing Strategy
By Prof. Tomoko KAWAKAMI | Waseda Business School, Japan, 19 Mar 2025
Organizational Behavior
Build and Buy Strategy - the case of Muten Technologies
By Motoki NAKASHIMA | Principal, Mercer (Thailand) Limited, 13 Mar 2025
Mergers & Acquisition
LINE MAN Wongnai - More Than Food Reviews? The Merge of Wongnai and LINE MAN
By Prof. Jusuke IKEGAMI | Waseda Business School, Japan, 11 Feb 2025
Marketing
Visionary Journeys - Louis Vuitton's New Chapter in Southeast Asia
By Lec. Antika EMYAEM | Faculty of Business Administration and Accountancy, Khon Kaen University, Thailand, 06 Jan 2025
Marketing
Driving the Market – Tesla and BYD’s Price Strategies in Thailand's EV Scene
By Asst. Prof. Dr. Boonying KONGARCHAPATARA | College of Management Mahidol University, Thailand, 26 Dec 2024
Marketing
Ichitan - The Unique World of Thai Marketing
By Prof. Tomoko KAWAKAMI | Waseda Business School, Japan, 18 Dec 2024
Strategic Management
ASEAN - Strategic Growth in Science, Technology, and Innovation
By Dr. Mandy Mok KIM MAN | University of Reading, UK, 06 Dec 2024
Innovation Management
From Pioneer to Prey – Tao Bin's Forefront Status in Market Imitators
By Dr. Pietro BORSANO | Chulalongkorn School of Integrated Innovation, Thailand, 28 Oct 2024
Marketing
Beyond Borders – Ethical Dilemmas in Influencer Marketing Across Asia-Pacific
By Prof. Mingming CHENG | School of Management and Marketing, Curtin University, Australia, 06 Aug 2024
Marketing
Creativity Behind the Scenes – Lessons Learned from the Thai Advertising Industry
By Dr. Gita GAYATRI | Universitas Indonesia, 26 Jul 2024
Business Model Innovation
Retirees Redefined: The Growing Trend of Australian Senior Nomads in Southeast Asia
By Dr. Anne CULLEN | Griffith Business School, Australia, 22 Jul 2024
Entrepreneurship
ASAVA – Transitioning from Fashion to Lifestyle Retailing?
By Asst. Prof. Apichart KANARATTANAVONG | Chulalongkorn Business School, Thailand, 12 Jul 2024
Operations Management
From Crisis to Comeback: Thai Airways’ Rehabilitation and Recovery Story
By Muhammad Arif Bashir JHUMRA | Thammasat University, Thailand, 11 Jul 2024
Marketing
From Costco's Triumph to Tops Club's Trials – A Comparative Study of Retail Strategies in Asia
By Asst. Prof. Dr. Boonying KONGARCHAPATARA | College of Management Mahidol University, Thailand, 28 Jun 2024
Innovation Management
Closing the Loop - Revolutionizing Textile from Moreloop
By Dr. Natinee THANAJARO | Srinakharinwirot University, Thailand, 24 May 2024
Global Expansion
Tim Hortons Goes Global – Heterogeneous Market Entry Strategies in Asia
By Prof. Dr. Artie NG | International Business University, Canada, 19 Apr 2024
Marketing
When Fame Works Beyond – the Bubble (Sustainable) Business of Thailand Celebrities
By Dr. Gita GAYATRI | Universitas Indonesia, 18 Apr 2024
Marketing
Beyond Boundaries – Revolutionizing Thai Tourism for Quality and Sustainability
By Prof. Jusuke IKEGAMI | Waseda Business School, Japan, 20 Mar 2024
Marketing
Harmonizing Hospitality – Navigating Cultural Diversity and Sustainability at Raya Heritage
By Dr. Krittinee NUTTAVUTHISIT | Sasin School of Management, Chulalongkorn University, Thailand, 18 Mar 2024
Innovation Management
VetSynova – Embarking on Endless Journey of Innovating Pawsibilities
By Asst. Prof. Apichart KANARATTANAVONG | Chulalongkorn Business School, Thailand, 13 Feb 2024
Global Expansion
Seizing Stardom – GMMTV's Strategy for Winning Audience Hearts
By Dr. Gita GAYATRI | Universitas Indonesia, 05 Feb 2024
Family Business
Siam Motors Group – The Power of Family Reputation
By Assoc. Prof. Dr. Natenapha WAILERDSAK | Thammasat Business School, Thailand, 24 Jan 2024
Business Model Innovation
Bangkok Airways - Thailand’s Airport-Owning Airline
By Assoc. Prof. Hiromi KAMATA | Hitotsubashi Business School, Japan, 28 Dec 2023
Social Enterprise
Joining Hands Against Corruption - The Story of Hand Social Enterprise
By Dr. Natinee THANAJARO | Srinakharinwirot University, Thailand, 25 Dec 2023
Global Expansion
Cultural Charisma - The Thai Entertainment Phenomenon in ASEAN and Beyond
By Lec. Elevita YULIATI | Universitas Indonesia, 13 Dec 2023
Marketing
7-Eleven Thailand - The Marketing Magic Behind the Convenience Giant
By Asst. Prof. Dr. Boonying KONGARCHAPATARA | College of Management Mahidol University, Thailand, 06 Dec 2023
