| Case Title |
Strategic Innovation at RISIS (B): Redefining Design Values |
| Case Author(s) |
Wee Beng Geok Seow Jia Min
|
| University |
Nanyang Technological University |
| Abstract |
The RISIS orchid, a gold plated orchid, was invented in 1970s as a souvenir to promote Singapore's fledgling tourism industry. In the immediate post colonial era, it evolved into a local cultural icon for Singaporeans seeking for something native to a multi-cultural commercial centre in Asia and eventually the RISIS brand became associated with Singapore by both locals and tourists alike.
However, 30 years later, in the context of Singapore's globally tuned economy and with this, more sophisticated consumers, the RISIS brand was losing it appeal in the local markets and to some extent, among tourists as well.
The challenge for RISIS management in 2004 was to re-define the design values of RISIS products so that it continued to capture the imagination of Singapore consumers. Also, the new generation of RISIS products would have to be novel and interesting enough for tourists visiting Singapore to want to acquire them as souvenirs, mementos of their visit.
RISIS's CEO saw the challenge as one of revitalizing the brand and moved to introduce fashion accessories and other products to appeal to "global modern life-styles". |
| Available In |
The Nanyang Case Collection |
| Publisher |
The Asian Business Case Centre, NTU |
| Publisher Case No. |
ABCC-2005-004B |
| Distributor(s) |
The Asian Business Case Centre, NTU
European Case Clearing House
|
| Pub/Rev Date |
2005 |
| ISBN |
|
| Case Length |
11 pgs |
| Teaching Note |
Yes |
| Pub TN Ref No. |
ABCC-2005-004(TN) |
| Pages (TN) |
3 pgs |
| Issues |
Re-Branding, Innovation through design, Marketing a new product |
| Organisation(s) |
RISIS Pte Ltd
|
| Countries |
Singapore |
| Industry |
Furniture, Textiles, Crafts & Jewellery |
| Period Covered |
2000 - 2004 |
| Level |
Undergraduate/Postgraduate |
| Links of Interest |
RISIS' website
|
| Back |