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Case Studies | Management | Singapore | Volume 4 Issue 10, October 2015 | Popularity: 6.4 / 10

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BP de Silva and the Rebranding of RISIS

Daniel Koh

Abstract: RISIS (the reversed acronym of SISIR which stands for Singapore Institute of Standards and Research) is a home-groom brand of Singapore which has its root started in 1976, when a scientist sought to immortalize a rare orchid breed and use it as a gift to his wife. Since then, RISIS has turned into a well-recognized, iconic brand around the world. One of the key factors to their success was their ability to charter through great uncertainty with the help of strong leadership that envisioned a better future. In 2000, B. P. de. Silva a Singapore conglomerate - acquired RISIS and turned it into an iconic brand of Singapores success. Today, many Singaporeans - especially the older generation remember Singapores history by its gold-plated orchid. This case study explores RISISs history, marketing activities, implementation of CRM system to help them in their business operation and strategic expansion. It was never easy for RISIS to grow in the midst of thriving environment. Nonetheless, they have successfully made their way onto the international stage, retelling the success and history of Singapore to people around the world.

Keywords: marketing, international expansion, crm, singapore

Edition: Volume 4 Issue 10, October 2015

Pages: 56 - 60

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