Faculty of Business and Finance (FBF) Senior Lecturer Garry Tan Wei Han and PhD candidate Tan Boon In added feathers in their caps when their research paper titled “King’s Biscuits Berhad: Crafting the Next Move?” was recently awarded the “Most Cited Article” by Emerald Emerging Markets Case Studies (EEMCS) journal, Emerald (UK).
Also co-authored with Prof Ooi Keng Boon of UCSI University, the paper was based on a real-life case involving a leading biscuit manufacturer in Malaysia where it has grown over the years. It incorporated the concept of environment scanning in response to the economic challenges faced in the confectionery industry. “The scenario, market structure and the competitors referred to in the case are all real. The case was made even more compelling as it brought in the scenario of the Asian financial crisis when the ringgit was depreciated in 1997/1998,” said Boon In. He added that the case did not adopt the actual name of the manufacturer as most companies in Malaysia are still conservative in their approach and as such, a pseudonym was adopted instead.
According to Wei Han, who also serves as a reviewer for EEMCS, the “Most Cited Article” is based on the number of citations published in the last three years sourced exclusively from Crossref, an official Digital Object Identifier (DOI) Registration Agency of the International DOI Foundation. “The case study is targeted at undergraduate and postgraduate management students undertaking courses such as marketing, branding and strategy. Instructors can download the case with teaching notes and lead students to discuss how to strategise for future planning,” explained Wei Han.
EEMCS is a digital collection of peer-reviewed teaching case studies focusing on business decision making and management in global markets. The case studies can be used in classrooms to help students develop skills in decision making, collaboration and problem solving.
拉曼大学 Universiti Tunku Abdul Rahman