Organisation’s objectives and direction

To understand what the CEO expects from his HR, we need to understand the mandate and the vision the CEO or the business leader has for the organisation, and what the CEO feels is his or her most critical responsibility or challenge. With the rapid globalisation of business, the key challenges for almost all CEOs today are: 1.Sustainable and profitable growth 2.Managing globalisation and diversity 3.Creating a workplace that spurs innovation 4.Managing and retaining talent 5.Managing costs 6.Using technology to stay ahead of the pack 7.Being prepared for the future

Today, executive level business leaders are looking to their HR organisations to answer critical people and talent questions to address the above challenges and to anticipate and prepare for future challenges. While many will question the role HR can play in terms of costs and technology, the fact remains that if HR has stepped up to take the role of a business partner, it needs to be able to find ways to help overcome challenges beyond its core skill areas.

To be able to deliver on these expectations, HR needs to evolve beyond the traditional strategic HR model. Dave Ulrich and Wayne Brockbank’s HR Business Partner model has helped HR professionals integrate more thoroughly into business processes and align their day-to-day work with desired business outcomes. In the future, the ways in which HR professionals will serve as business partners will continue to evolve, and require more expansive understanding of the organisation and business. The HR leader of an organisation is uniquely placed to have an in-depth understanding of people and processes vital to the firm. Increasingly, human resource professionals will have to be able to assess the human capital impact attributable to gain or loss in market share, profit margins and stakeholder value. Read More...

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Prof. R.S. Sirohi (Vice-Chancellor, Invertis University) tells us about The Barriers between Education and Students in Rural India

Continued....Lack of trained faculty is another impediment according to Prof. Sirohi. He says faculty crunch is a serious issue in many institutions, including Invertis, which is taking vigorous steps to address the problem. “As the university is not situated in a big city, lecturers and professors are apprehensive about joining Invertis (approx. 250 kms from Lucknow),” he tells as a matter of fact. Also, majority of students come from rural areas and lack basic communication skills. Therefore at Invertis, there are training cells for both students and faculty, he says and feels that developing soft skills is one of the most difficult parts of training.

Invertis organises a host of programmes like debate competitions and discussions to help students better their communication skills. Universities in rural India have an additional responsibility to prepare their students to face the outside world. They can do a phenomenal job in removing the inherent hitch in those coming from a rural background, he opines. At Invertis, the need to adapt to industry is well understood. Therefore, the curriculum changes every two years. This is done keeping in mind that the corporate world is growing at a fast pace and updating syllabi will equip students better to face the stiff competition, emphasises Prof. Sirohi.

“We also plan to explore opportunities to have an association with foreign universities. Our objective is to provide exposure to Invertis students,” he reveals. Prof. Sirohi, however, refrains from commenting on the future trends in the field of education. Today, the scenario is dynamic and it is very hard to predict the future. “We need to focus on building a strong base and provide opportunities to students for overall growth. Only then can they pave a way for themselves,” Prof. Sirohi signs off. Read More...

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She Writes Story Contest winner: Shreya Manjunath

Shreya Manjunath is one of twelve winners of the MSN-Random House She Writes a Story Contest', as chosen by our judges. Her story 'Winds of Indifference' features in the 'She Writes: A collection of Short Stories' published by Random House India and available at all leading bookstores.

Shreya Manjunath has a PGDM from IIM Bangalore and a BE in Computer Science from PESIT. She has been working as a management consultant. Shreya also writes socio-political satirical articles for a leading satirical website.

read an extract from shreya manjunath's story 'winds of indifference' 

'Honour be damned,' muttered Ketki under her breath. But Sarasvati Prasad was damned if he did and damned if he didn't. The eavesdropping winds carried his daughter's tales to any honourable villager who cared to listen, a pool that excluded nobody. Breezy gossip offered a welcome respite from the village still life. Gossip was liberation from the mundane. Libel was a lifestyle. Sarasvati Prasad grimaced as his firstborn argued with him incessantly. 'Papa, please let me go to the city,' Ketki demanded. She then appealed to their shared dream, 'Is it not your wish that I become a witch doctor?' He still hesitated. 'For Saraswati's sake,' Ketki pleaded, knowing fully well that she was playing her trump card. Sarasvati Prasad had always felt deeply obligated to his namesake, ever since books offered him refuge from school bullies.

Even as a child, Sarasvati Prasad had been effeminate, which made him a target for a many a thorough-bred, burly lads from the badlands of rural UP. Sarasvati had turned his solace into profession by becoming a village headmaster of some repute.

Post marriage, Sarasvati, still irked by his insecurities, felt that fatherhood would make up for his supposed inadequacies, and therefore proceeded to spawn four kids in quick succession. His false machismo may well have contributed his wife's untimely death. The guilt-ridden schoolmaster embraced his effeminacy ever since, vowing to mother his wife's young children after her demise. Sarasvati nursed his young children with the best education he could offer.

As soon as Ketki deemed it fit to demand to go to the city for higher education, the tussle for her future began. 'What will the relatives say if I send you to the city? What of our family's honour?' Sarasvati was at a loss for words once again, the first time being when he first held the feisty firstborn in his hands. Ketki had been promised to the goddess of the written word even before she was born. Sarasvati finally obliged and so did the goddess. Ketki aced her medical entrance tests.

Ketki doesn't remember leaving her village. She was evacuated to the city, undercover and in haste. The panchayat in her village, the so-called 'honour upholders', were hardly the patron saints of women's education. Ignoring the whispering winds back in the village, Ketki breezed through her doctorate exams and graduated with honours, though the panchayat believed this dishonoured the village.

in her own words: shreya manjunath

Have you always been a writer? What made you start writing?
I have done some freelance copywriting work in the past. After I completed my MBA from IIM B, I started writing satirical articles for a leading socio-political satirical website. Moving life experiences, spare time and the need to find my voice all made me start writing regularly.

What inspired you to enter She Writes?
I was delighted to be provided a platform to share the life experiences of Indian women, celebrating their struggles and successes. I was inspired to write for the competition with a view to expanding our society's liberal space and sensitizing the Indian public to the problems that ail our society.

Why did you chose the category you did?
The hostel where I stay is teeming with stories of women from small towns and villages who moved to the city. They all found the experience of moving to the city liberating and empowering. I drew from their struggles. Outrage over the diktats of regressive panchayats and honour crimes also made me choose the category of "Women in the city".

Do you have a writing routine - e.g. do you have favourite places to write/favourite times of day/do you write longhand or on a computer?
Ideas seem to have a life of their own and come to me when they do. I keep a mental tab of these ideas till I can get my hands on a laptop and then make little notes of these ideas. Finally I get down to weaving together these ideas and spinning a tale.

Who is your favourite author?
Salman Rusdie is my favourite author. His genre of magic realism connects you to the world while transcending it. The combination of a real connection and the chance of escape make for a great read. Ever the engineer, I also love Issac Assimov's short sci-fi stories that have the appeal of both science and psychology.

Which book has inspired you the most?
Vikram Seth's Suitable Boy moved me with its account of the conundrum of choosing a spouse- a loaded, weighty decision that largely determines how your entire personal life is going to pan out. The choice set against the background of a complex, multi-ethnic India made for a stirring read.

Which key piece of advice would you give to any other budding writer?
Exposure, be it through life experiences or reading enriches your imagination. Be engaged the world and with people, there are stories waiting to be found!

T20 WC scores high again!

IIPM fights meltdown, places 2300 students By Education Mail Bureau

After 45 days of heavy cricketing dose from IPL Season 2, marketers, advertisers, and of course, fans are all getting ready for the second season of T20 World Cup. “The event in 2007 proved to be one of the most exciting cricket events of all time, sparking huge interest in the format across the globe,” avers Clement Motale, Director, Sponsorships of the South Africa based Standard Bank and sponsor of the event. Even ESPN-STAR Sports’s (global broadcast and production partner of ICC events) decision to broadcast the event in as many as 216 countries across the globe (from 105 last year) has made marketers go gung ho about the event. ESPN said that it has booked its ad inventories at 80-100% higher rates than the first T20 world cup in 2007. Now that’s what you call a super six!

Pallavi Srivastava

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).


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Better late than never?

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Brand: Airtel Digital
Agency: JWT

Being the sixth DTH player in the market required something more than the rest... So Airtel Digital’s launch campaign was launched with about 10 celebs (Vidya Ballan, R. Madhavan, Saif Ali Khan, Kareena Kapoor, A. R. Rehman, Zaheer Khan, et al ). Many were cynical. Celebs don’t work anymore, they said. But in this case, they did. Because the celebs did not overshadow the brand. “We launched our ads on October 8 and IMRB did a study for us on October 9, which showed that Airtel Digital TV already had extremely strong awareness and ad reach numbers,” explains N. Arjun, Executive Director, Bharti Telemedia, adding that spontaneous awareness was 37% and total awareness 58%. Need we say more?

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Re-invent or perish!

IIPM 4Ps Quiz

As the new financial year for most corporates begins, it indeed becomes necessary for all to bestow a big chunk of attention on an oblique concept called ‘Re-invent’

Financial Tsunami is a reality! But only few companies are admitting it as yet. The fact, however, remains that what started with the epochal fall of the Lehman Brothers has had the domino effect in all our lives. One blue chip pushed a chip and that pushed another till the ultimate impact was made, which is being felt today in our homes.

So, as the new financial year for most corporates begins, it indeed becomes necessary for all to focus on an oblique concept called ‘Re-invent’. I call it oblique because in good times one never visits it. Only tough times get us going on this count. Re-invent.

Re-invent what?

Re-invent everything really. Re-invent strategy. The need to continue in the line of business we are in. The need to market differently. The need to reach out to consumer segments we have not touched thus far at all. The need for marketing to get less egalitarian. The need to get more inclusive. The need to re-invent pricing. Re-invent value. Re-invent promotions. In short, re-invent everything.

Why? Because anything already invented does not contribute as much as something that is just about waiting to be found. The times of slowdown are the best times for organisations really. This is the time when the better ways of doing business get found. The current economic slowdown, the current state of economic stagflation, and hopefully not a state of deflation altogether, is a great time to re-invent. There are many ways to re-look at the way we do business. But just a few for now.

The Product: Square Watermelons?

Few years back Japan faced a problem. Watermelons were getting to be as boring as they come. Also, in a country where transportation rates were sky-rocketing, transporting round watermelons in trucks was an expensive proposition. A standard 9-tonner truck would carry only six tonnes of watermelons. The rest was just all air.

So, Japanese scientists in tandem with Japanese horticulturists re-invented watermelon – Square watermelons, grown organically. Now a 9-tonner lorry could carry 9-tonnes of watermelons. What’s more? Super-market customers were very excited to see their dull and insipid round water-melons take a sexy square shape!

Even Purple Ketchup and Yellow Coke are all inventions that are typical products of re-inventions. The month of April is a great one to re-invent! The Promotion: Bar-coded cockroaches

The American consumer is a typical 5th generation marketed-to consumer. Totally tired of marketing. Totally tired of advertising. And totally tired of every consumer promotion which is there.

But Milwaukee, 23rd largest city (by population) in the US, saw an exciting re-invention of consumer promotion. A company that manufactured an insect repellant and insect-killer in spray form was in a marketing problem. Sales were down. The times were tough. But, the promotion the company thought of was an exciting one. Five healthy American cockroaches were caught and stunned. Their bellies were bar-coded. When these healthy American cockroaches regained their consciousness, they were let loose into the drainage system of Milwaukee.

The next morning people of Milwaukee saw an ad in the paper announcing a $50,000 reward for anyone who could bring in one of the bar-coded cockroaches, dead or alive. The next day saw a run on the shops. Everyone wanted an insect killer spray. Stocks of every company selling one was liquidated off the shelves.

Milwaukee saw a kind of the Great American Gold Rush. Kids went about with canisters to kill. Office-goers carried a spray in their jackets and went hunting for $50,000 in their office loos. A killer promotion!

Thus, the month of April is a great one to re-invent. Re-invent or stay where you are. The choice is yours!

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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IPL raises many intriguing dilemmas... Pallavi Srivastava and Surbhi Chawla analyse

2300 IIPM students get jobs

Despite an enormous state police force, along with robust paramilitary forces comprising of 2,40,000 Central Reserve Police Force; 2,10,000 Border Security Force; 1,10,000 Central Industrial Security Force; 50,000 Sashastra Seema Bal; 45,000 Indo-Tibetan Border Police and 7,500 National Security Guards… (Phew!), India lacks the confidence to hold the second innings of the Indian Premiere League (IPL) tournament (well citing security concerns!!!). So, Lalit Modi, the IPL architect, opted for a South African safari. Mr. Modi & Co. argue that IPL in South Africa is better than no IPL. But we at 4Ps B&M agree to disagree with this populist sentiment. And we will tell you why?

Financially, this move will translate into huge losses for the franchisee owners, government revenue in the form of taxes, support businesses (including hotels, airlines and clubs) further hitting the already dwindling health of the country’s economy on the whole. While speaking to industry experts we got the following cost and revenue estimates for the franchisee owners in IPL’s Season 2: A) 25% fall in Television Rating Points (TRPs); B) at least 30% fall in sponsorship revenues; C) gate receipts, which contributed around 20% in the last season, in all likelihood, will contribute zero to revenues; and D) 20% increase in administrative costs. And these are mere conservative estimates!

Of these, the biggest hit will be in losses due to accruals from gate receipts. Globally, gate receipts contribute a major chunk to the total revenue of any franchisee of sports club. About 35% of the total revenue of English Premiere League (EPL) come from the gate receipts – as a matter of fact, the contribution of gate receipts to the total revenue of Tottenhan Hotspurs and Arsenal is 29% and 50% respectively (as per the Alchemy report, 2008). But for IPL in South Africa, the revenue stream arising out of gate receipts will take a massive hit. Why? Well, as IPL is more of an Indian cricketing tournament with city-based clubs, it would not be able to draw a connect with the South African people, which may result in very few people actually buying tickets to go and watch the matches. As of now, there is no clear action plan as to how the proceeds from ticket sales would be shared between various franchisee owners and the BCCI. But industry experts feel that gate receipts will come down to zero for the franchisee owners. Agrees Naresh Gupta, Head, Strategic Planning, Publicis India, “I don’t think any of the franchisees will get any revenues from gate receipts this year.” This will be a great loss for them because last year, gate receipts contributed around 18-25% to their total revenue pie. In any case, ticket sales of these matches on the whole are supposed to be very low for who in Cape Town or Johannesburg will be interested in cheering for Kolkata Knight Riders or Delhi Daredevils? Even BCCI will register a fall in revenues through gate receipts.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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