Case Studies in Management: Theory to Practice
Prof Kunal Gaurav Director (Research & Publications) Dhruva College of Management, Hyderabad – 501401, AP, India
Dr S Pratap Reddy Founder Chairman Dhruva College of Management, Hyderabad – 501401, AP, India
Published and distributed in India by HUMMING WORDS PUBLISHERS Faridabad, INDIA www.hummingwords.in Email:
[email protected]
CASE STUDIES IN MANAGEMENT: THEORY TO PRACTICE © Dhruva College of Management, Hyderabad – 501401, AP, India. Edited by: Prof Kunal Gaurav & Dr S Pratap Reddy ISBN: 978-81-920730-1-9 First Edition: 2012 All rights reserved with the editors. No part of this publication may be reproduced or distributed in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise or stored in a database or retrieval system without the prior written permission of the editors.
PROLOGUE We are experiencing the waves of globalization in all the walks of our life and teaching pedagogy used at business schools in India is no exception. Today’s business has become more complex and challenging than ever before; teaching pedagogy at business schools has been metamorphosed from teaching centric to learning centric. Management graduates need knowledge, skills and right attitude in a balanced proportion to meet professional challenges of present and future. And this doesn’t depend only on the student’s ability to learn and understand business concepts, but also, to a great extent, on the learning resources and teaching pedagogy they are exposed to. Teaching and training at business schools for professional courses like PGDM/MBA should be done like a fisherman trains his kids to swim. He does not teach them the basics of swimming, but throws them directly into the water to learn swimming on their own. And the fisherman makes sure that the kid does not drown. A person who is trained this way is more likely to become a great swimmer than one who undergoes traditional way of routine coaching. At this backdrop, the case method of teaching has emerged as one of the most effective way of teaching at business schools across the globe. Case studies often recount real life business or management situations that present business executives with a dilemma or uncertain outcome. Case studies are famous for their decision predicament which stimulates management students to understand and analyze complex and unforeseen business challenges which help them flourish as effective decision makers in future. A good case is more than just a description. Typically a case is a narrative of certain factual situations in an organization, often involving a decision issue; a challenge, an opportunity, or a problem. A case discussion does offer an opportunity to the students to apply what they learn in the classroom to real-life experiences. The case method of teaching is an instructional approach that engages students in active dialogue about issues and problems intrinsic to managerial execution. It often helps improve students’ abilities in analyzing and solving problems by encouraging them to develop profound analysis on organizational operations and find out the source of their problems and figure out solutions. Such learning centric teaching method helps students to deepen theoretical understanding and stimulate them to exert their thinking capabilities and creativity. This book is a collection of case studies showcasing the tapestry of business at one place so that it can be referred to by the management teachers, students and practitioners in furtherance of their understanding of various business concepts. The various case studies in this book are intended for general discussion rather than effective handling of a business situation. Editing this book has been a truly rewarding experience to us. We express our heartfelt gratitude to all the authors and reviewers for their significant contribution; without their support, this book would not have been possible. We strongly believe that this book “Case Studies in Management: Theory to Practice” will be of great interest to the business community and we hope that it will add to the understanding of learned readers; teachers, students and practitioners in untangling every day business dilemmas. Happy Reading! KUNAL GAURAV S PRATAP REDDY
CONTENTS S No. Title of the Case
Page No.
1
Nokia: The Troubled King of Indian Handset Market Dr Andal Ammisetti
01
2
The Sweet and Sour Apple: The Case of CEO Strategies at Apple Inc. Dr Praveen Balakrishnan Nair & Ms Quay Ai Leng
11
3
Decision Pending at Learnware Solutions: Marketing ‘Learnware Entrance Excel’ Cris Abraham Kochukalam
15
4
Reliance Industries: Telecom Diversification Dr Subir Sen
27
5
Quality of Work Life Issue: Case of IT Sector Employee Dr Pradeep Kautish
43
6
Montblanc’s Mahatma Gandhi Limited Edition 241 Pens: A Tribute to Mahatma Gandhi! Dr B Shafiulla
53
7
Establishment of a Food Delivery Brand in Siliguri Subrata Ray
59
8
Don’t Beat Them, Join Them K V S Krishnamohan & Dr S V Ramana Rao
69
9
Rebranding Bajaj: Dropping Family Name from its Two Wheeler Segment Ms Pooja Sharma & Ms Deepika MG
73
10
Tyrant Bossism: Loss of Talented Employees Ms Sumita Vyas & Dr D T Manwani
79
11
Viral Marketing Buzzes on Social Media Nitin C Mali & Ms Priyanka S Patil
85
12
TATA’s Gold Plus Marketing Strategy D Surya Narayana Raju & R Shrikanth
89
13
Strike at Maruti Suzuki India Limited (MSIL): Then (2000-2001) and Now (2011) Dr M Sivagnanasundaram & Bidyananad Jha
93
14
A Tryst with the Triumph: India’s March to World Cup Glory Dr Ira Bapna, Ms Gitanjali Shrivastava & Ms Ekta Chitnis
105
15
Agri- Retail Shops at Railway Stations Dr Sanjit Kumar Dash
115
16
Human Conduct Ms Rupali Kumar, Ms Jasmeet Khurana & Nikhil Chaudhary
121
17
An Ethical Dilemma: Cost of Development Amil Rajiv
125
18
Expansion strategy of HK Group, Kolhapur S V Lele
133
19
Delivering Management Education Services Balakrishnan Menon
137
20
New Wine in a Newer Bottle: A Case Study on Haldiram’s New Packaging Strategy Ms Sudipta Chakraborty & Dr Arpita Alvi
149
21
Indian Management Style: Elevation of Luxury to Unrivalled Dimensions Ch Srikanth Verma & V Rana Prathap
155
22
Expansion of an Opportunity or a Threat Anand Ramu Patil
163
23
The Ignored Class: Rich or Poor P Rajashekar Reddy
173
24
The Communication Gap Dr P Asha
179
25
New World Biotech Ltd. Col (Retd) Dr R M Naidu
181
26
Case of MSRTC Vishwas Wadekar
183
27
Indian Consumer Behavior in Festive Times Nitin C Mali
189
28
Irrevocable Effects of Management Decisions Srinivas Pushadapu
195
29
The Resurgence of a High Performer Vijay G Padaguri
199
30
Evaluation of Policy Lapsation in Life Insurance Suresh Chandra & M Radha Krishna
209
31
Global Financial Economic Crisis: Repercussions in India Ms Fatima Vasaya
215
32
Policy Holders Perception towards Insurance: A Case Study of LIC, Nellore Division Shaik Mahaboob Syed
221
33
Thangjam Agro Industries (Likla) - Dreaming Big! Laikangbam Dorendro Singh
231
34
Unrest at Tata Marcopolo: Who was responsible? Prashant U Gujanal
241
35
Is customer relationship management cost effective? Dr Ashok Sharma, Dr Tapasya Julka & Ms Sonali Bhardwaj
247
36
Noodle Wars: A Case of Noodles Market Suresh Kamarapu
251
37
The Ethical Dilemma Ms Shashi Tiwari
255
38
Siemens: Creating a High Performance Culture Ms Meghana VP
259
