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Resurrecting an Institution through the Power of Story: Singapore's New Natural History Museum (B)
內容大綱
Supplement to case SMU398. Part B follows Part A in June 2010, after Ng's team raised S$46 million (US$33.3 million). This overwhelming success has surprised everyone, including Ng. In addition to a S$10 million anonymous donation, the Lee Foundation donated S$25 million, while the Tote Board and the general public donated S$10 million and S$1 million, respectively. With funds in hand, the former Raffles Museum is finally ready to be resurrected as the Lee Kong Chian Natural History Museum in 2014. Part B of the case reveals how the protagonist accomplished their fund raising goal by utilising corporate storytelling skills explored in Part A.