About Us

Cerebration is a global business challenge, organized annually by NUS Business School. It is essentially a hybrid of a business plan and business case competition and looks to combine the best elements of both.

At the heart of the competition are real life case studies of leading Asian companies that are focused on international expansion. These cases profile the strategic, operational, human and financial aspects of the company and look to give the participating teams a comprehensive understanding of the organization. While the focus of these cases will remain on expansion, each case study could also highlight multiple issues that need to be carefully considered by the participating teams.

We require you to choose a case study (Company) along with a viable target market (country). We then need you to draw upon your knowledge, experience and business acumen in order to develop an actionable business plan that can be used by your case company to enter/expand into this new target market. We encourage you to participate in this business plan event with the same kind of diligence that you would use if you were to actually offer advisory services to this company.

It is important to note that the solution suggested by your team should be able to actually add value to company's existing position. The business plan should account for the current resources held by the company and focus heavily on financial feasibility. Cerebration offers you absolute flexibility to suggest product expansion strategies along with market expansion, if deemed necessary.

The competition places significant premium on strategic thinking that each team would bring along as it is in fact a real life case study and we seek to enforce this through a well-designed evaluation process. The three-stage evaluation process with detailed feedback from the judges is a guided approach to bring out the best in you and align your output to the case sponsor's expectations.

The semi-finals and finals provide an opportunity to the top teams to enjoy an all-expenses paid trip to Singapore where they will present their findings and business plans to the CEO/Senior management of their chosen company in addition to a panel of leading industry experts.