Mason, Cordelia (2023) Another Blow or A Resurrection? In: 8th International Case Study Conference, 30 August-1 September 2023, Ibis Melaka Hotel, Bandar Melaka, Malaysia.

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Abstract

This case study relates the leadership and organizational challenges faced by Amanda Ethan, the former CEO of Green Space Marketing (GSM) and current CEO of Allied Event Ranking (AER), event marketing companies specializing in agrobusiness in Thailand. It captures her experience and thoughts on business innovation, bullying tactics and resilience. Leadership challenges in building and managing an event management company are narrated through the reflections of the CEO on various key turning points of her career. The case ends with the decision to be made by Amanda on whether to accept defeat or to rise again to the challenge and rebuild her business.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Event Marketing Industry, Corporate In-fighting, Business Innovation, Leadership
Subjects:	H Social Sciences > HF Commerce
Divisions:	Institute for Management and Business Research (IMBRe)
Depositing User:	Mrs Nurin Jazlina Hamid
Date Deposited:	21 Mar 2024 07:40
Last Modified:	21 Mar 2024 07:40
URI:	https://repo.uum.edu.my/id/eprint/30599

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