CASE STUDIES IN MANAGEMENT AND BUSINESS : Volume 10

Management and Leadership Case Study Center Universiti Utara Malaysia is pleased to present this book, which contains a compilation of management and business case studies. The cases are designed and written by academics to be used for both undergraduate and postgraduate courses. Although each case is written specifically to cater for a particular course, it can be adapted for other related courses.

Following the successful publication of its nine predecessors, the current Volume 10 selects and includes the best five Malaysian case studies in the broad areas of management, accounting, marketing, leadership and communication. It is PKKPK’s aspiration to encourage both academics and students to embrace the case-study approach as an effective pedagogical tool.

Specifically, the first case study is about the founder and director of QLIC Solution, Mr. Nick Tan Yeet Fhong, who encountered difficulties during COVID-19 pandemic in the event sector. This teaching case explores QLIC Solution's incredible journey as they skilfully navigated through the crisis, turning hardship into growth opportunities. The case emphasizes Nick's prompt and decisive action in stopping operations and switching to virtual events in order to comply with safety regulations. As the pandemic spread, the business innovated its offerings and promoted a client-centric strategy to meet cost constraints without sacrificing quality. The case highlights the need of crisis management and demonstrates QLIC Solution's capacity to prosper in an unpredictable environment. The business's tenacious tactics, like spending money on staff training and forming cooperative alliances, not only guaranteed its survival but also increased profitability. Event managers can learn a lot from QLIC Solution's experience, which highlights the value of flexibility, creativity, and client-cantered efforts in handling inconvenient situations and reinventing success in the events sector.

The second case is about Klekor Malaysia, a food and beverage business facing challenges related to employee behavior.  This is because Klekor entails competent employees in operating all its kiosks. Regrettably, Klekor has to manage a few cases of employee discipline.  As an Assistant Manager of Klekor Malaysia, Mrs Atikah noticed that Alminah and Fatin’s tardy behaviours had caused disorganised daily business operation, that might lead to poor customer satisfaction and loss of revenue.  Uncharacteristic excuses such as car trouble, oversleeping, bad weather, extended breakfast, illness and personal matter were used over and over.  Apart from that, Mrs Atikah had to deal with Sazina's misconduct.  Buddy punching was her trouble misconduct.  Her friends, who were willing to clock in and clock out for her, anytime, anywhere.  In an effort to resolve their problems, Mrs Atikah was unsure whether all excuses were acceptable.   Unfortunately, she has yet to identify and plan appropriate disciplinary actions at Klekor.  Ostensibly, the hardest challenge for her is to handle the cases in a prudent manner and make them happy.

The third case is about Nilam Asli Harapan Sdn Bhd (NAHSB), a small leading company known for its quality furniture in northern Malaysia. NAHSB had the advantage of consistently winning tenders whenever it made a bid. However, when it comes to the company's profit margin, it shows a discrepancy between the quantity of contracts won and the magnitude of the profit. Mdm Ezlen, the CEO is constantly bothered by this situation, which leads her to decide to hire a consultant to address it. The purpose of this teaching case is to assist the students to better understand product costing, particularly job order costing. Students will have a clear grasp of how to determine, allocate, and use the costs associated with manufacturing after analysing this case. The case is a decision case in the discipline of management accounting.  

The fourth case relates the leadership and organizational challenges faced by Amanda Ethan, the CEO of Green Space Marketing (GSM), a small event marketing company in Thailand. It captures her experience and thoughts on business innovation, bullying tactics and resilience. Leadership challenges in building and managing an event management company are narrated through the reflections of the CEO on various key turning points of her career. The case ends with decisions to be made by Amanda on whether to accept defeat or to rise again to the challenge, and rebuild her business.

Unlike the earlier four cases which focused on the problems and challenges faced by the protagonist, the fifth teaching case is about the success story of a female fashion icon, Belle Al- Yahya of Bella Ammara Sdn. Bhd.  Beyond her involvement in design and fashion, Belle has positioned herself as a beacon of inspiration for women aspiring to leadership roles in entrepreneurship. As a fashion icon and a prominent figure in business, she garners high admiration from her fans, followers, and colleagues. This admiration is not solely based on her sense of fashion and design but also stems from her ability to communicate with respect, relatability, and understanding—a quality that resonates with people across the nation. This case study explores the journey of Belle Al-Yahya, a pioneering female leader in the Muslim fashion industry, as she faced unique communication challenges while steering her company, Bella Ammara, towards success. Belle exemplified a visionary and affiliative approach to leadership, showcasing a notable level of credibility and emotional intelligence. Her diligent work ethic is coupled with a humble attitude towards her employees. It holds particular relevance for women currently navigating leadership challenges and offers valuable lessons for young women aspiring to become entrepreneurs.