Singapore Institute of Technology
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To stay true or go the mass market route?

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journal contribution
posted on 2023-07-10, 05:09 authored by Chien Ching LeeChien Ching Lee, Emily Woo, Greg Yap

Singapore has won many accolades as a Meetings, Incentives, Conferences and Exhibitions (MICE) destination for 17 years in the Asia Pacific. The industry has a projected market value of USD5,214.0 by end 2027, with a Compound Annual Growth Rate (CAGR) of 8.4% (PRNewswire, 2020).

Eyeing this huge growth potential, Greg founded TAB Group Pte. Ltd. in 2019 to serve the corporate and private events market. Greg wanted to curate unique events with selected vendors and roll out these events using a seamless and transparent process for customers. Response was good and TAB was ready to scale up. Then Covid struck. Should TAB stay true to creating niche experiences for its clients to survive the pandemic?


Journal/Conference/Book title

Muma Case Review

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  • Published

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Lee, C. C., Woo., E., & Yap, G. (2022). To stay true or go the mass market route? Muma Case Review, 7(1), 1-13.

Corresponding author

Chien Ching Lee

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