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: hwpublishers@gmail.com

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. Todays 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 doesnt depend only on the students 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 1 2 3 4 5 6 Nokia: The Troubled King of Indian Handset Market Dr Andal Ammisetti The Sweet and Sour Apple: The Case of CEO Strategies at Apple Inc. Dr Praveen Balakrishnan Nair & Ms Quay Ai Leng Decision Pending at Learnware Solutions: Marketing Learnware Entrance Excel Cris Abraham Kochukalam Reliance Industries: Telecom Diversification Dr Subir Sen Quality of Work Life Issue: Case of IT Sector Employee Dr Pradeep Kautish Montblancs Mahatma Gandhi Limited Edition 241 Pens: A Tribute to Mahatma Gandhi! Dr B Shafiulla Establishment of a Food Delivery Brand in Siliguri Subrata Ray Dont Beat Them, Join Them K V S Krishnamohan & Dr S V Ramana Rao Rebranding Bajaj: Dropping Family Name from its Two Wheeler Segment Ms Pooja Sharma & Ms Deepika MG Tyrant Bossism: Loss of Talented Employees Ms Sumita Vyas & Dr D T Manwani Viral Marketing Buzzes on Social Media Nitin C Mali & Ms Priyanka S Patil TATAs Gold Plus Marketing Strategy D Surya Narayana Raju & R Shrikanth Strike at Maruti Suzuki India Limited (MSIL): Then (2000-2001) and Now (2011) Dr M Sivagnanasundaram & Bidyananad Jha A Tryst with the Triumph: Indias March to World Cup Glory Dr Ira Bapna, Ms Gitanjali Shrivastava & Ms Ekta Chitnis Page No. 01 11 15 27 43 53

7 8 9 10 11 12 13 14

59 69 73 79 85 89 93 105

15 16 17 18 19 20

Agri- Retail Shops at Railway Stations Dr Sanjit Kumar Dash Human Conduct Ms Rupali Kumar, Ms Jasmeet Khurana & Nikhil Chaudhary An Ethical Dilemma: Cost of Development Amil Rajiv Expansion strategy of HK Group, Kolhapur S V Lele Delivering Management Education Services Balakrishnan Menon New Wine in a Newer Bottle: A Case Study on Haldirams New Packaging Strategy Ms Sudipta Chakraborty & Dr Arpita Alvi Indian Management Style: Elevation of Luxury to Unrivalled Dimensions Ch Srikanth Verma & V Rana Prathap Expansion of an Opportunity or a Threat Anand Ramu Patil The Ignored Class: Rich or Poor P Rajashekar Reddy The Communication Gap Dr P Asha New World Biotech Ltd. Col (Retd) Dr R M Naidu Case of MSRTC Vishwas Wadekar Indian Consumer Behavior in Festive Times Nitin C Mali Irrevocable Effects of Management Decisions Srinivas Pushadapu The Resurgence of a High Performer Vijay G Padaguri Evaluation of Policy Lapsation in Life Insurance Suresh Chandra & M Radha Krishna

115 121 125 133 137 149

21 22 23 24 25 26 27 28 29 30

155 163 173 179 181 183 189 195 199 209

31 32

Global Financial Economic Crisis: Repercussions in India Ms Fatima Vasaya Policy Holders Perception towards Insurance: A Case Study of LIC, Nellore Division Shaik Mahaboob Syed Thangjam Agro Industries (Likla) - Dreaming Big! Laikangbam Dorendro Singh Unrest at Tata Marcopolo: Who was responsible? Prashant U Gujanal Is customer relationship management cost effective? Dr Ashok Sharma, Dr Tapasya Julka & Ms Sonali Bhardwaj Noodle Wars: A Case of Noodles Market Suresh Kamarapu The Ethical Dilemma Ms Shashi Tiwari Siemens: Creating a High Performance Culture Ms Meghana VP

215 221

33 34 35 36 37 38

231 241 247 251 255 259