Blasting out of Singapore: AJA’s international tech-to-market strategy

• Main Authors: NARASIMHALU, Arcot Desai, DULA, Christopher, BHATTACHARYA, Lipika
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2016
• Subjects: entrepreneurship; growth strategy; differentiation; value-adding; go-to-market strategy; strategy; marketing; branding; trademark; patent; intellectual property risk; partnership; start-up; franchise; liscense; technology transfer; innovation; scaling-up; expansion; Asian Studies; Entrepreneurial and Small Business Operations; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/144; https://cmp.smu.edu.sg/case/1841
• Institution: Singapore Management University

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...