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Shaping the Future

"At NUS, we are moving boldly — and concertedly — to expand tomorrow's frontiers. We believe that we have the power to shape the future, for the better."


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Thought Leadership

Distinguished thought leaders, movers and shakers in Singapore and across the globe gather regularly on campus to share their insights and engage in intellectual discourse.

Airlines are making money again. But that might not last

Airlines are making money again. But that might not last

The airline industry seems to have bounced back strongly from the pandemic. However, the assumptions behind that recovery are now being tested. Assoc Prof Nitin Pangarkar from the Department of Strategy and Policy at NUS Business School thinks the airline industry will continue to face challenges. Even if the conflict in Iran eases – which appears unlikely – supply chain uncertainty and fuel price volatility may still remain.


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AP x Swatch Royal Pop collection - When a launch brings crowds and chaos, it is a marketing disaster

AP x Swatch Royal Pop collection - When a launch brings crowds and chaos, it is a marketing disaster

The recent launch of Swatch and Audemars Piguet’s “Royal Pop” collaboration turned into a global crowd-control mess: overnight queues, fights, and even police intervention in some places. The frenzy shows the fine line between buzz and backlash, and how a product release meant to generate buzz can quickly become a marketing problem when demand overwhelms supply and safety.


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