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Case Studies inContemporary Management

Case Studies inContemporary Management

Editors:

Sanjeev BansalDirector

Amity Business School

R.SujathaAssociate ProfessorDepartment of HR

Amity Business School

Ashok SharmaAssistant Professor

Amity Business School Noida

I.K. International Publishing House Pvt. Ltd.NEW DELHI

Published byI.K. International Publishing House Pvt. Ltd.S-25, Green Park ExtensionUphaar Cinema MarketNew Delhi–110 016 (India)E-mail:info@ikinternational.comWebsite: www.ikbooks.com

ISBN: 978-93-84588-**© 2015 I.K. International Publishing House Pvt. Ltd.

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Preface

Management – The quintessence of any business…“I don’t believe in taking right decisions,

I take decisions and then make them right” – Ratan Naval Tata

Today management has evolved from merely getting things done to empowering people to do the impossible, emphasizing that in the current competitive world, not even sky is the limit. It is time to ‘think the unthinkable’ and ‘do the undoable’. The faculties of forecasting, planning, organizing, commanding, coordinating and controlling together form the concept of management. But at times the known, and many a times the ‘unknown’ yet ‘inevitable’ challenges demand that management constantly upgrades itself within each faculty to adapt itself with the changing environment and maintain equilibrium. If we analyze, every action of ours in our day to day lives, is unconsciously managed in its own way. Some term these actions as our ‘karma’ and for some these are simply the ‘choices’ that we make. But be it karma or choices, they do have some undeniable element of management involved. In the business context, management is the very pillar of the existence of any business entity, organization or a business venture. It is by the virtue of this business management that the entire functioning happens effectively and efficiently. Management across various schools of thought has been interpreted variedly. While some interpret management as a science, for some it is an art. Few refer it to as an academic discipline and others as a process or an activity. Many people best understand management basically as a profession. But in any construal, management involves transforming some inputs into desired outputs using various ‘factors of production’. The Early Management thought pioneered by Adam Smith’s concept that market and competition are the regulators of economic activity laid emphasis on ‘division of labor’ for increased productivity. Robert Owens on the other hand criticized division of labor suggesting that each worker can perform various tasks and must switch from one to another. Charles Dupin stressed on the need of giving clear and crisp instructions to workers and laying down the most efficient way of doing any work with minimum energy of the worker being utilized. Thus factory system and its challenges dominated this time period. This was then followed by the Scientific Management era. The most eminent pioneer of this period Frederick Taylor introduced incentives to

vi Preface

be given by the piece-rate system based on disintegration of tasks into its basic movements. He emphasized on management finding ‘one best way of doing a job’. Henry Towne also proposed the ‘gain sharing’ to enhance the productivity of workers. Henry Gantt contributed the ‘Gantt Charts’ as a graphical tool for assisting management’s planning and controlling functions. Frank & Lillian Gilbreth (the 1st lady of management) propounded the ‘Time and Motion’ concept. The management theory then encapsulated the Administrative aspect with Henri Fayol’s contributions. He gave the ‘14 principles essential for management’. He believed that management could be taught and was indispensable as an individual was promoted in position. Max Weber introduced ‘bureaucracy’ as the idyllic form of management. Another major contributor was Peter Drucker who proposed three managerial roles of managing a business, the mangers and the employees. Also he hinted that there could be non-economic repercussions of any managerial decision. The Behavioral School of Thought was enriched by Elton Mayo and ‘the Hawthorne study’ highlighting ‘the mental attitudes of social units’. Chester Barnard gave the most widely accepted dichotomy of ‘effective & efficient’. He also proposed an interesting theory of ‘acceptance of authority’ which stated that only if the subordinates accept the authority of the boss, he is the boss. The Modern management has been greatly pioneered by W. Edward Demming who laid emphasis on ‘quality improvement’. He summarized his teachings into the famous 14 points guidelines for quality management. Joseph Juran gave the ‘Pareto principle of 80-20’. The System’s approach to management has also been conceptualized in this period. William Ouchi’s ‘Theory Z’, Tom Peters’ ‘Eight Attributes of Excellence’ are few of the major contributions of this period. Also the ideologists of the modern school of management have laid great emphasis on the social responsibilities of any business. However today there are various managerial challenges that need to be dealt with. The ‘Make in India’ campaign among the new generational entrepreneurs had created a demand for a paradigm shift in the rules of the business. The ecosystem of the country had promoted a wave of change and challenges among the top corporate houses. The market consolidation had become a routine strategic decision. Rapidly developing technology needs to be incorporated into management for existence of any business. Knowledge management, Information Overload and Data Storage are critical areas on which management needs to be focused. Data Mining can be used for Customer Relationship Management and Decision Support Systems can aid various managerial decisions. Six Sigma, TQM (Total Quality Management) and Quality Circles can ensure Operations

Preface vii

and Supply Chain Management can be done with zero defects. For the survival of businesses in competitive an environment, there is more focus on attracting and retaining customers through marketing decisions that concentrate to the concept and Ideas to gain market share in short time. Red tape, dearth of finance and inadequate risk coverage had today become major reasons to hamper the growth of big as well small enterprises in India. Another key challenge is the uncertainty that is prevalent in all economies globally. This compels the business management to concentrate more on short-term planning only. Strategy for any business needs to be constantly altered to adapt to changes. Also diversity is the key issue around which modern management revolves. Whether it is diversity in terms of market offerings, product portfolios or even the workforce, decisions regarding all are pivotal for organization’s growth and existence. But for a business, above all the challenges lies the core issue of finding the ‘best fit’ employee and then employees’ retention. Individuals today are either highly skilled or under skilled creating a disparity and a dilemma for organizations to consider. Thus at present, this evolving management has landed into an era of technology marked by innovation, uncertainties, competitiveness, and strategic decision making and risk taking. Various cases and experiential learning of diverse individuals who are directly or indirectly dealing with today’s changing and dynamic environment can be one of the best ways of tackling the challenges. And this is just the very motive behind the entire effort behind this compilation of several management case studies highlighting some of the contemporary issues and problems of business management. The management cases are gathered under three major categories particularly to spur the interest of the students, faculties and managers while understanding the various management practices and functions in the Indian Organizations. The first section of this book opens up with “The Influencers: Pockets of Opportunities to taking a High Road”.In this section, we have introduced cases related to new ideas and process practiced by organizations to increase their visibility in the market, creating uniqueness to the products and services offerings, accessing technology to meet the customer expectations and focusing on customer care, improving operational efficiencies and learning to co-create. In the last few years not much of optimism is shown towards India Growth Story. This major concern is covered in the second section of the cases and readings gathered as “Understanding the Business Propositions- Partnering to scale up”. The authors are sure that this section will help readers to appreciate functional topics in the area of strategy, finance and financial products and services. It also introduces few imperatives for understanding the ecosystem of the Indian Business Environment.

viii Preface

The third section is compiled with cases in the area of Human Resources as “People Management Processes: Art as well as Science”. The cases pertaining to this section focuses on a wide range of challenges faced by organizations in aligning internal stakeholder exceptions to the business objectives, new age talent Acquisition and retention policies that brings in new people to manage different functions and emphasizing to create organizational culture that promote a conducive work environment.

Sanjeev BansalR. Sujatha

Ashok Sharma

Contents

Preface v

Part I: “The Infl uencers: Pockets of Opportunitiesto Taking a High Road”

1. Controlling Diesel Pilferage in Sites of Telecom Tower 3 Tarang Maheshwari • Rosy Kalra 3

2. First Page Priorities of Print Media 12 Kavita Dugar • Namita Kapoor 12

3. Cartels in the Indian Cement Industry- Pinching theReal Estate 20

Ashutosh Pant • Pooja Sehgal Tabeck 20

4. Project - ‘Raheja Revanta’ and Its StrategicScheme for Survival 27

Kushal Malik • S.S. Pal 27

5. Reinventing the Newspaper Industry With ICT Tools 33 Diksha Singhal • R.R. Ghatak 33

6. Marketing Strategies for Kara Wipes in Punjab 41 N. Karthi • R.R. Ghatak 41

7. Effective Embedding of Implant in FMCGSupply Chain at GSKCH 47

Rishu Mittal • Ruchika Nayyar 47

8. It’s Time to Taste Eggless 55 Dheeraj Mugrai • Namita Kapoor 55

9. Dimensions of Service Quality in Banks:Learnings From a BOI Branch 62

Ambuj Kumar 62

Part II: Understanding the Business Propositions:Partnering to Scale up”

10. Supply Chain Finance for Petroleum Dealers in Meerut 71 Manu Jain 71

Case Studies in ContemporaryManagement

Publisher : IK International ISBN : 9789384588755 Author : Sanjeev Bansal, RSujatha And Ashok Sharma

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