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Blasting Out of Singapore: AJA's International Tech-to-Market Strategy
內容大綱
The case is set in 2015 and follows Angela Toh, the founder and director of AJA Enterprises (AJA), a Singapore-based company established in 1999. The business began as a distribution company for silicone sealants and aluminium cladding for windows. Following the 9/11 terrorist attacks in the United States, Toh was inspired to focus on building security services and products. Expertise in this area led to the launch of Enerzorb in 2014, a patented AJA blast mitigation system for glass building facades designed to absorb, diffuse and transfer blast energy away from the impact area. The company has always pursued a cautious growth strategy, but now Toh must bring her company's patented Enerzorb technology to the international market in order to continue growing her company. A more aggressive approach may therefore be required. Creating greater awareness for her branded product remains a key challenge. AJA needs an effective strategy to not only grow new business beyond Singapore, but also attract serious investors and partners that can help the organisation scale up.