Practice and perseverance pay off for NUS Business School students at international case competitions
Tight deadlines and unexpected curveballs are part and parcel of case competitions, contributing to a thrilling learning experience for the intrepid participants. Two NUS Business School teams fielded by the NUS Case Consulting Group (CCG) at recent competitions share with NUS News how they persevered through challenges to take home the top and second runner-up prizes at their respective competitions last month.
Transforming a bank into a sustainability leader
A team of Bachelor of Business Administration (BBA) students did NUS proud at the Thammasat Undergraduate Business Challenge (TUBC) 2024, with the team emerging champions and their team leader Anastasia Goh Hui Yuan, a Year 3 student, taking home the Best Speaker Award.
This was the first international case competition for the other three members of the team – Chia Jeng Yee, a Year 4 student majoring in Computer Science and Business Administration; third-year BBA student Jocelyn Kelly, and second-year BBA student Thng Kai Liang Darren – making the win even more special.
A case competition with 27 years of history, TUBC is organised by undergraduate students in Thammasat University’s BBA international programme, who invite representatives from leading international business schools to compete.
This year, 20 teams from five Thai universities and 15 international business schools from Europe, North America, and Asia Pacific were set the challenge of helping major Thai financial institution Krungsri Bank to reduce its Scope 3 emissions (emissions produced by indirect sources in a company’s value chains) and recommending how the bank could position itself as a regional leader in sustainability.
The NUS team had 28 hours to analyse the situation, formulate their recommendations, and package their solution in a cohesive, concise, and presentable format. Their final proposals laid out a plan for Krungsri to lead Asean’s transition to net zero by using AI-driven tools to assess their corporate clients’ transition readiness; upskilling their relationship managers on environmental, social, and governance (ESG) topics; and offering transition financing products.
Said Jocelyn: “Our team worked around the clock, running on little rest as we navigated ESG, a topic that was new territory for many of us. But ultimately, the effort was worth it; ESG is such a critical and timely topic and being able to propose solutions that could drive real impact made the experience incredibly rewarding.”
A key to their success was the extensive preparation and training they underwent before the competition. They thoroughly researched Krungsri Bank and the Thai market and used other cases to practise researching, developing, and presenting solutions within 24 hours. CCG seniors and faculty advisor Mr Maurice Tan, along with invited faculty and alumni, gave them constructive feedback and mentorship.
Mr Tan, an adjunct senior lecturer of marketing at the Business School, noted that the team performed well under pressure, demonstrating their preparedness and poise and engaging with the judges confidently. “As faculty team advisors, we entrusted our students to shine, and they exceeded expectations,” he said.
The team also benefitted from the unique mix of skills and backgrounds among its members, ranging from tech and ESG to finance and consulting. Each student drew on fundamental skills picked up in their Business School courses on topics like accounting, business law, and marketing, and exercised their public speaking and presentation skills to confidently articulate their message and recommendations to a large audience.
“Beyond the incredible experiences themselves, it was truly special to share these moments with participants from other teams, creating friendships and memories that we’ll always remember fondly,” Jeng Yee concluded.
Earning a hard-fought win in debut performance
Achieving a placement finish at their very first case competition was an achievement in itself for a team of four NUS students at the Hong Kong University of Science and Technology International Case Competition (HKICC), but their second runner-up prize was especially sweet because of the battles they fought to earn it.
HKICC is a premier business case competition organised by HKUST Business School since 2003, attracting student teams from renowned business schools such as Copenhagen Business School and University of California, Berkeley. The 2024 edition hosted 16 teams, who worked on business challenges faced by the helpdesk department of HSBC Bank.
Kim Eunwoo, a Year 4 Accounting student, shared that her team was excited about the intellectual challenge of their first case competition outing, as such competitions are fast-paced and competitive with a steep learning curve while offering opportunities to interact with talented students from around the world.
“The fact that it was our first experience for all of us helped us to bond, and it also made us discuss our solutions and strategic direction more thoroughly, to be extra certain and confident in what we're doing,” she said.
Besides Eunwoo, the team comprised Year 3 BBA student Griffith Goh and Year 4 BBA students Xinxia Lu and Beverly Wan. Through training and practising together in the CCG club, they learnt to strategise around one another’s strengths and weaknesses. They also received mentorship from Associate Professor Ang Swee Hoon, who shared her extensive case competition experience and guided them to shape their presentation styles individually and as a team.
At the competition, the team was immediately faced with an unexpected complication when one member fell severely ill. However, the entire team would be disqualified if they did not all compete in every round, so the other team members rallied to divide up the work and keep going.
They started strong, topping their division in the first round that involved a five-hour mini case to propose employee retention strategies. But the second round involved a more complex challenge – a 24-hour case requiring them to streamline the helpdesk operations to improve efficiency and service quality for the entire business – and their solution for an automated call routing engine that would also use AI to generate solutions and guidance for helpdesk agents to solve customer issues came second in their division.
This was not enough to automatically move them to the final round. Instead, they got one more chance to secure a place in the finals by competing against the other second-placed teams in a challenge round that took place immediately after the second round.
Pushing through the fatigue from staying awake for more than 24 hours, they spent another hour overhauling their script and presentation approach. Their perseverance paid off when they won the challenge round and progressed to the final round to present their solution for the third time, eventually clinching the second runner-up prize.
Assoc Prof Ang praised the team’s positive fighting attitude, which she observed during the CCG weekend training sessions. “The students were humble, eager to learn and improve, and never once complained about having to come to school and stay the whole day and sometimes overnight for training,” she said.
In addition, the team was smart and agile in competition. She noted: “Because they had to do the extra challenge round, they learnt what their strong points are, based on the questions asked by the judges. They used this to their advantage by adapting their presentation in the challenge and final rounds.”
Despite the gruelling journey, the team does not regret the path they ended up taking.
“The challenge round was a blessing in disguise because it made our presentation so much better and helped us become masters of our solution and think of how to address potential questions or present more effectively,” Eunwoo reflected. “It wasn't really like presenting the same case three times; it was like a different presentation every time because we made consistent changes and improvements at each juncture.”