This case study is set in September 2016 to April 2021. It describes how Abhilash Murthy used the Digital Product Management (DPM) framework to create the Bus Uncle chatbot and subsequently, to pivot…
Professor
Yun Fong LIM was enticed by a paradoxical observation that despite a strong
growth of online and Omni-channel Retailing in South-East Asia, many companies
in this industry do not…