Sunmoon: Transforming an asset-heavy legacy business model

• Main Authors: SCHILLEBEECKX, Simon J.D., BHARDWAJ, Sheetal
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: Business Model Canvas; Multi-Sided Market; Brand Differentiation; Planned Strategy; Emergent Strategy; Commodity Products; Business Administration, Management, and Operations; Management Information Systems
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/208; https://cmp.smu.edu.sg/case/3471
• Institution: Singapore Management University

Set in 2016, this case presents the ten-year long journey undertaken by SunMoon to transform its legacy business model that had led the company to become a loss-making, cost-inefficient and debt-ridden entity in 2007. Gary Loh, who joined the company in 2007, spearheaded the efforts to restructure t...