Kino Biotech and Kinofy: Shifting from “I” to “We”

• Main Authors: YONG, Hsin Ning, GENG, Xuesong, LIM, Wee Kiat
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: Entrepreneurial business strategy; digital transformation; digital marketing; digital platforms; business models; international business; Asian Studies; Entrepreneurial and Small Business Operations; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/373; https://smu.sharepoint.com/:b:/r/sites/admin/CMP/cases/SMU-21-BATCH%20%5bPDF-Pic%5d/SMU-21-0023%20%5bKinofy%5d/SMU-21-0023%20Kinofy%20(A4).pdf?csf=1&web=1&e=9ZEMFb
• Institution: Singapore Management University

Set in early 2021, this case is about Kino Biotech, a Singapore-based company producing health and beauty products, most notably its flagship brand, Kinohimitsu. Its operations and distribution have expanded globally, especially to Malaysia, Indonesia, and China. In April 2018, Kino Biotech launched...