a final report on mt2

8/7/2019 A Final Report on MT2

1/41

A final Report On Corporate Social Innovation & its Effect on

the Organizations Social Profitability. A Comparative Study On

O.C.L & Adhunik.

Simant Mohapatra (8nbru001)

3/9/2010


2/41

ACORPORATE SOCIAL INNOVATION & ITS EFFECT

ON THE ORGANIZATIONS SOCIAL PROFITABILITY.

A COMPARATIVE STUDY ON THE O.C.L & ADHUNIK.

By(SIMANT MOHAPATRA)(Enrolment No.8NBRU001)

(INC Rourkela)


3/41

ACKNOWLEDGEMENTS

I am thankful to Orissa Cements Limited & Adhunik Limited for giving me the opportunity to domy Management Thesis in the organization.I am thankful to my organization Guides Mr. Anupam Sharma, the HR Manager of O.C.L &Rajneesh Das of Adhunik Ltd.

I am also thankful to my faculty SupervisorMr.U.K Tripathy for supporting me and guiding methroughout the project. This report would not have been possible without her help.I am equally thankful to the Principal, INC Rourkela, Mr. D.P Dash for encouraging me andinspiring me to do my project with full dedication.

SIMANT MOHAPATRA


4/41

TABLE OF CONTENTS1. Cover Page

2. Title Page...

3. Table of Contents .

4. Acknowledgements..

5. List of Tables & Illustrations

6. Abbreviations7. Abstract

8. Introduction .

9. Review of literature..

10. Research Design/ Methodology

11. Results and Analysis..

12. Discussion of implications.

13. Conclusions and/or Recommendations for further study..

14. References .

15. Appendices.

16. Glossary..


5/41

ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the opportunity to prepare this thesis.

I would like to thank the DGM HR Mr. Anupam Das Dy. Manager Mr. Dheren Satpathy and who

gave me an opportunity to conduct my research there. It is only possible through their help tocontinue my research by utilizing the different data and process provided by them, which wasrequired to complete my research work. I am also thankful to different departmental heads and theemployees for their whole hearted support, cooperation and response to make my study effective.

I am also grateful to all the employees and departmental heads for their cooperation and giving theirvaluable time and information for my thesis preparation.

I am deeply indebted to my faculty Mr.U.K Tripathy, under whose guidance I am preparing my FinalManagement Thesis report of the management thesis-2. It is her help, stimulating suggestions andencouragement that helped me all the time to prepare this research and for writing of this thesis.

I would like to give my special thanks to all my faculty members, whose patient love enabled me tocomplete this work.

Moreover, I would like to give my special thanks to my INC college, Rourkela, who gave chances toenable me to prepare this management thesis.


6/41

Chapter I

Introduction

Objectives

Limitation


7/41

INTRODUCTION

The term called Corporate Social Innovation the new buzz word in the world of corporate sectorsin the end of the year2005. The term called Corporate Social Innovation has taken birth from theword Corporate Social Responsibility. It means that now in the present scenario companies arecoming forward to do their innovative responsibility which earlier was not there. Companies areno longer confining themselves in the older sphere of doing their responsibility rather then they

are taking part some innovative job like supplying relief to the flood effected area, taking theresponsibility to declare a village a model one, giving financial assistance to the village womenso that they can earn by promoting cottage industries etc.

Today, many leading companies are focusing on corporate social and environmentalresponsibility and leveraging their employees talents and enthusiasm for volunteerism. With thelaunch of the Corporate Social Innovation Program for corporate leaders, the Center for SocialInnovation (CSI) at the Stanford Graduate School of Business will help support your forward-looking efforts to create positive change in the world.

The Corporate Social Innovation Program is ideal for institutions engaged in corporate

philanthropy, community engagement, and issues of corporate social and environmentalresponsibility. It provides an opportunity for organizations to put their messages in front ofinfluential executives and thought leaders through the quarterly print publication of

The as well as the magazines website and twice-monthly online newsletter. The annual fee is$25,000. In addition to support for SSIR, the fee provides funding for CSIs programs,infrastructure, and research and teaching initiatives. Members are part of a network ofcommitted faculty, corporate leaders, and MBA candidates working to ensure that companiesachieve their social purpose and financial goals.

Social innovation refers to new strategies, concepts, ideas and organizations that meet social needs

of all kinds - from working conditions and education to community development and health - and thatextend and strengthen civil society.

Over the years, the term has developed several overlapping meanings. It can be used to refer to socialprocesses of innovation, such as open source methods and techniques. Alternatively it refers toinnovations which have a social purpose - like microcredit or distance learning. The concept can alsobe related to social entrepreneurship (entrepreneurship isn't always or even usually innovative, but itcan be a means of innovation) and it also overlaps with innovation in public policy and governance.Social innovation can take place within government, within companies, or within the nonprofit sector(also known as the third sector), but is increasingly seen to happen most effectively in the spacebetween the three sectors. Recent research has focused on the different types of platforms needed to

facilitate such cross-sector collaborative social innovation.


8/41

OBJECTIVES To know the impact of Corporate Social Innovation To have an in-depth knowledge about Corporate Social Innovation started at Adhunik

& O.C.L.

To understand how an effective counseling can minimize the absenteeism rate.


9/41

LIMITATION

While carrying out the study certain hindrances and limitations occurred which hampered theprogress to certain extent. The limitations are summarized as follows-

Employees unwillingness to give information (exact data). The daily task of the employee debarred them from paying full attention towards

my study. The other factor concerned is the non availability of some concerned employee inorganization.

Sample size taken for the survey was small.


10/41

Chapter II

Research design/Methodology


11/41

RESEARCH DESIGN/METHODOLOGY

The objective of the present study can be accomplished by conducting a systematic study andresearch. Research is the systematic design, collection, analysis and reporting of data andfindings. The research process that will be adopted in the present study will consist of the

following stages:a. Defining the problem and the research objective:The research objective states what information is needed to solve the problem.

b. Developing the research plan:Once the problem is identified, the next step is to prepare a plan for getting the informationneeded for the research. The present study will adopt the exploratory approach wherein there is aneed to gather large amount of information before making a conclusion.

c. Collection and Sources of data:Research requires two kinds of data, i.e., Primary data and secondary data. Data gathering willinvolve usage of both primary and secondary data though there will be an extensive usage ofprimary data. Well-structured questionnaires will be prepared. There will be personal interview

surveys. Secondary data will be collected from various journals, books and web sites. I havecollected data from both primary and secondary sources. I took an interview of HR persons likeDGM HR Mr. Anupam Das, Dy. Manager Mr. Dheren Satpathy and they are the soul of humanresource department of R.S.P, and are responsible for all the HR activities including training anddevelopment of the employees, employee satisfaction and retention. For this interview I hadprepared a questionnaire on the basis of which I collected information for my study. Again I havecollected data from the departmental heads regarding employees productivity and retention aftertraining program.I have also made a survey of the employees with the sample size of 100 employees to knowabout their satisfaction and motivation level to continue the same job after the training program.In order to collect this information I had followed random sampling method.

d. Analyze the collected information:This involves converting raw data into useful information. It involves tabulation of data, usingstatistical measures on them for developing frequency distributions and calculating the averagesand dispersions.

e. Report research findings:This phase will mark the culmination of the Research effort. The report with the researchfindings is a formal written document. The research findings and personal experience will beused to propose recommendations.


12/41

Chapter III

Company Profile


13/41

COMPANY PROFILE

Adhunik Metaliks Ltd. is a flagship company of ADHUNIK group of industries. It is anintegrated steel plant located in Kuarmunda, Raurkela engaged in the production of Value addedSteel, Alloy Steel and Stainless Steel product. These products are basically used by automobile,construction engineering and household industries. Late Mahadeo Prasad Agarwal is the founder

of this Adhunik group. Mr. Manoj Kumar Agarwal is the Managing Director of this Adhunikgroup. Its head office or main office is located at Kolkata and also known as the corporate office.Along with Mr. Manoj Agarwal his other five brothers also promote other department their coreactivities. Rourkela based this Adhunik Metaliks Ltd. is a branch of Adhunik group.The company manufactures wide range of products in carbon; alloy, spring and alloy spring steelconforming to national and international standards and specifications. It categorized its steel in tolow alloy, micro alloy and high alloy steel.This Company is a part of the Adhunik Group, having a larger presence in Eastern India andhaving manufacturing facilities in the states of West Bengal, Orissa, Jharkhand and Meghalaya.Promoters of this company have more than three decades of experience in the Iron & Steelindustry. AML was incorporated in the year2001 and started its operations in the year2003.

Presently this company is operating five DRI units of 100 tpd capacity each in the Sponge IronDivision (Unit I) and have set up Steel Division (Unit II), which consists of a Blast FurnaceComplex, one Electric Arc Furnace (EAF), one Ladle Refining Furnace and one Billet Caster.The capacity of billet casting plant is 2, 50,000 MTs per annum of carbon and alloy steel billets.The capacities of various facilities which are a part of the Unit II are as under. 1 (one) no. 262 Cubic meters per day capacity Mini Blast Furnace (MBF) along with the

auxiliary & balancing facilities. 1 (one) no. 35 M.T. batch capacity Electric Arc furnace, with adequate capacity of

Transformer and breaker and all other auxiliary & balancing facilities. 1 (one) no. 6/11 M radius 2-strand continuous casting machine to cast billets of sizes ranging

from 100 mm sq. to 200 mm sq. 2 x 400 SM3 Oxygen Plant 12MW Captive Power Plant (CPP) as Cogeneration to DRI UnitsAll the facilities in the Unit II except Captive Power Plant (CPP) have already started theoperations in phased manner. The products adhere to high quality standards and the operationsare ISO 9001 certified. This ensures that the products are consistently within the specification parameters provided by the customers of this organization. Driven by the growing demand ofmetaliks for steel production in the country, and after successful implementation of the initial phases of the project it have decided to setup an Integrated Steel Plant for production of highvalue added steel products to be utilized by the Auto industries and their ancillaries. With captiveco-generation of power, private railway siding and captive mining rights, the venture isenvisaged to be immune to steel cycle to the largest possible extent.

Product Portfolio:AML manufactures a wide variety of Special Steels of International Quality for differentapplications in Automobile, construction and Engineering. AML mainly produces two categoriesof Steel, namely, Plain carbon and High manganese. AML manufactures following types ofSteel. Forging quality and engineering grade steel, Carbon chrome vanadium Carbon alloy steels,


14/41

Carbon chrome Boron steels, Ball bearing steels and wire rods Chrome manganese Micro-alloyed steels, Tool steels, die steels, Stainless steels, Chrome molly Case Carburizing Valvesteels and many other high value Chrome nickel Free cutting steels, Tool steels and die steelsChrome nickel molly etc.Product RangeThe plant is equipped to make Value Added Products confirming to various internationalstandards and as per users choice. The range includes high, medium and low carbon steel, freecutting steel, low alloy steel, high alloy steel, spring steel, bearing steel etc.Auto SteelAuto steel has a wide variety. The company manufactures auto steel including gearing steel,spring flat steel and free cutting & non hardened and tempered steel which are mainly used forcrankshaft, shaft, connecting rod, camshaft and front beam etc.Bearing SteelBearing Steel is the fundamental part in mechanical driving process. As the so called alloy steelused for manufacture of each kind of bearing ring and rolling element, high carbon andchromium bearing steel is widely applied in the manufacture pin roller and sleeve on drivingshaft of combustion engine, vehicle and mineral machinery etc. The major usage will be in BallBearings, Cone Bearing etc.Springs Steel

Springs are one of the most important safely components of static and dynamic loadedautomobile and railways. It is meant to absorb the repeated shocks of strain & stress and providea safe & reliable suspension mechanism.Carbon SteelThe carbon steel (i.e. high quality carbon steel) has better mechanical and processing performance. These have good surface and internal quality, fine and uniform austenitic grainsize, good impact toughness, good cleanliness and lower gas content and good response to HeatTreatment / Jominy Hardenability. It is used in Auto, Defence, Railways and various otherforging and manufacturing Industries for various kindsof mechanical structural components, metallic products and tools, Motor Shaft & Pistons Rod,Case Hardening, and Forging Drawn Wires, Nuts & Bolts.Cold heading SteelsFasteners are manufactured from variety of steel grades depending on the applications andstrength requirements from the available raw material in wire rods. With the advancement oftechnology, fasteners are today cold forged, extruded and thread rolled with an excellentdimensional accuracy and surface finish. Fasteners are an importantMembers of an assemble of equipment or structure and thus influence their integrity andperformance. It is widely used in High Level fasteners & Safety Equipments, Electronic gadgetsAutomobile Industries, Heavy Machineries.Shape SteelThe company mainly manufactures large and middle specification composite sectional andvarious special mechanical shape steel which is applicable for power towers, bridges, car and

ships, machinery, plant house, holders, frames, civil engineering structural parts etc.Free Cutting SteelFree cutting steel is having a unique gradation due to its inherent mach inability high productiveautomats / speed of machine, good surface finish of component and enhanced tool life.Stainless Steel

Stainless steel is a value added engineering product with high corrosion resistant propertiesprimarily due to the presence of a minimum of 10.5% chromium. Higher levels of chromium andadditions of other alloy elements such as nickel and molybdenum enhance surface layer and


15/41

improve the corrosion resistance of the stainless material. Stainless steel today have varies enduses such as; Utensils and Household ware, Kitchenware sinks, Tubes and pipes, Architecture/decorativeAutomobiles/railways/transport/furnitureRefineries,Petrochemicals,Nuclearapplications, Railway coaches, Automobiles, Potable water tubing, Power plants

ENVIRONMENTAL COMPLIANCE

The pollutants in the form of solids, liquids and gases are generated from various units of steel plant and have hazardous effects on the environment. Pollution of the environment not onlyadversely affects the human beings but also shortens the life of plant and equipment. This vitalaspect, therefore, has been taken into account while planning the plant and equipment andadequate measures have been proposed to limit the emission of pollutants within the stipulationsof statutory norms.Air pollution controlThe measures to control the air pollution will ensure the ambient air quality standards as laiddown by Central Pollution Control Board for industrial and mixed-use areas. Some of themeasures currently in place and proposed to be implemented by AML are as below: Adoption of technology like recovery of heat from DR off gas for use as fuel that fulfills the

twin objectives of energy conservation & pollution control.

Raw material storage yard: The suspended particles are controlled by sprinkling water throughsprinklers. Batching and conveying of raw materials to kilns: Sufficient capacity bag filter have been

installed to control the emission problem Installation of Electro-Static Precipitator & Magnetic separators. In rolling mill, hot flue gases shall be discharged to open atmosphere at a height of 36 M

through a recuperate & chimney.

Water Pollution Control

The pollutants present in the wastewater will be reduced to acceptable levels by adoption of thefollowing schemes: Re-circulating water in the process and blow down to specific process whereby discharged

volume is negligible. Close circuit cooling wherever feasible. Clarifier and sludge pond for removal of suspended solids. Removal of oil and grease from the contaminated water by means of oil traps and skimming

devices. Storm Water DrainageNoise Pollution Control

Various measures proposed to reduce the noise levels include reduction of noise at source,

provision of acoustic lagging for the equipment and suction side silencers, selection of low noiseequipment, isolation of noisy equipment from working personnel. In some areas where due totechnological process, it is not feasible to bring down the noise level within acceptable limits,personnel working in these areas will be provided with noise reduction aid such as ear mufflerand also the duration of exposure of the personnel will be limited as per the norms.


16/41

CORPORATE SOCIAL RESPONSIBILITYThe group has always been proactive towards its social responsibilities outside the ambit ofgroup human resources development. Though still in its nascent stage, the Company haslaunched an impressive community development program for the benefit of the local people andcommunity, like:The Company is a member of Periphery Development Committee (PDC), formed by theGovernment of Orissa at Block and District levels PDC and carries out the developmentalactivities as per the decisions and directions of this Committee. Some of the main developmentschemes implemented by Company during the current year are: Excavation of 4 nos. of ponds in the Villages of the periphery. Provision of water by repairing existing tube wells and sinking new tube wells, etc. Promoted education for children of the village by repairing and up-grading schools at

Ratakhandi Villages and Chadrihariharpur, installing computer in the village. Proving medical facilities for the residents of the area like, ambulance, mobile clinics with

doctors, medicines and paramedic staff, free health check-up camps at regular intervals.

Apart from the above, the Company is operating a number of other peripheral and communitydevelopment schemes to improve the local habitat and quality of life of the local people. Some of

the steps taken in the direction are: Schemes relating to improvement of local habitat like, water management, plantation and

forestry activities, development of roads and other infrastructures, etc. Schemes relating to Augmentation of Income, like provision of free water for irrigation,

development of agriculture, animal husbandry, poultry and fisheries projects, etc. Schemes relating to improvement of health, like, arranging regular health check-up camps,

setting a network of small dispensaries, provision of free ambulance facility, etc. Schemes relating to enhancement of Education, like, up gradation of existing schools in the

villages, scholarship and financial assistance to meritorious students, training schools forladies, etc.

Setting up of a technical institute for improving the skills and knowledge of the localresidents.


17/41

COMPANY PROFILE (O.C.L)OCL diversified from Cement to the field of Refractories in 1954. Over the years, it has become oneof the largest and state of the art Refractory plants in India with an annual capacity of 80,000 Mt,covering a wide range of products for use in the ferrous & the non-ferrous Industries.

The initial technical know how came from M/S Dr.C.Otto of Germany for Coke Oven Silica bricks

and from M/S TYK Corporation of Japan for Magnesia-Carbon, Alumina-Mag-Carbon, Alumina-Silicon Carbide-Carbon, Concast Refractories, Lance-pipe, Precast, Purging Plug, & BF Runnercastables. All the other products were developed in-house. To keep pace with ever-growingexpectation of customers for quality Refractories, our highly experienced & well-equippedtechnology & research teams upgrade these on a continuous basis. With intensive R&D efforts, OCLhas registered a number of patents to its credit.

OCL happens to be the first Refractory Company in India to be certified under ISO 9001, byRWTUV of Germany in 1994, now updated to 2000 version for all range of its products.

GLOBAL PRESENCEOCL is a globally focused organization with a large range of product and strong R & D orientationtowards its customer both in product and in services. It has a long-term vision to emerge as a globallyaccepted refractory solution provider.OCL is among the market leaders & undisputedly, one of the best in world in the segment of Silicabricks for Coke ovens & Blast Furnace stoves having extraordinary supply references all through theglobe. With aggressive thrust on the exports of special Refractories like Continuos casting, Slideplates & Purging Refractories for the Steel Sector, Direct bonded Mag-Chrome bricks for the Copperand Fireclay & High Alumina bricks for the Aluminum Industries, it enjoys clientele of reputedoverseas customers.

OCL is reckoned to be in the big league of reputed refractory suppliers in the world market. OCLrefractories has been used in the largest Steel plants & other non-ferrous plants in Canada, USA,

Brazil, UK, Sweden, Netherlands, Hungary, Spain, Italy, Turkey, Japan, South Korea, China,Thailand, Malaysia, Indonesia, Australia, Egypt, Kenya, South Africa, Saudi Arabia, Jordan, Qatar,Iran, UAE, Kuwait, Pakistan, Bangladesh, Sri Lanka & many more.

CAPACITYPRODUCTION CAPACITY

SILICA BRICKS 30,000 MT / YR

BASIC BURNT BRICKS 22,000 MT / YR

MAGNESIA CARBON BRICKS 8,000 MT / YR

FIRECLAY & HIGH ALUMINA BRICKS 25,000 MT / YR

CONTINUOUS CASTING 2,000 MT / YRSLIDE GATE REFRACTORIES 2,000

CASTABLES & PRECAST BLOCKS 11,000 MT / YR

BASIC, SILICA & HIGH ALUMINA 6,400 MT / YR

RAMMING MASSES / MORTARS

TOTAL 106,400 MT / YR


18/41

OCL-MILESTONES

YEAR MILESTONES

1949 Established as Orissa Cement Limited1954 Diversified into refractories

1956 Commissioning of firebricks plant

1958 Commissioning of silica plant

1959 Commissioning of burnt basic brick plant

1962 Manufacture of chemically bonded basic bricks

1963 Manufacture of coke oven silica

1972 Expansion of silica plant

1986 Manufacture of MG-C brick

1986 Manufacture of slide plate

1992 Commissioning of concast plant

1992 Commissioning of castable & precast plant

1992 Export of silica bricks

1994 ISO 9001 certification

1997 Further expansion of silica plant

1999 Manufacture of directional purging element2000 Modernization of concast plant

2001 Modernization of castable & precast plant

2004 Further modernization of concast started

2005 Modernization of concast plant in process


19/41

Chapter IV

Corporate Social Innovation


20/41

Corporate Social innovation refers to new strategies, concepts, ideas and organizations that meetsocial needs of all kinds from working condition and education to community development andhealth - and that extend and strengthen civil society.

Over the years, the term has developed several overlapping meanings. It can be used to refer to socialprocesses of innovation, such as open source methods and techniques. Alternatively it refers toinnovations which have a social purpose like microcredit or distance learning. The concept can alsobe related to social entrepreneurship (entrepreneurship isn't always or even usually innovative, but itcan be a means innovation) and it also overlaps with innovation in public policy a governance. Socialinnovation can take place with government, within companies, or within the nonprofit sector (alsoknown as the third sector), but is increasingly seen to happen most effectively in the space betweenthe three sectors. Recent research has focused on the different types of platforms needed to facilitatesuch cross-sector collaborative social innovation.

History

Social innovation was discussed in the writings of figures such as Peter Druker and Michael Young(founder of the open university and dozens of other organizations) in the 1960s It also appeared in the

work of French writers in the 1970s, for example Pierre Rosanvallon, Jacques Fourniernd JacquesAttali However, the themes and concepts in social innovation have existed long before that. BenjaminFranklin, for example, talked about social innovation in terms of small modifications within the socialorganization of communities that could help to solve everyday problems. Many radical 19th centuryreformers like Robert Owen, founder of the cooperative movement, promoted innovation in the socialfield and all of the great sociologists including Karl Marx, Max Weber and mile Durkheim focusedmuch of their attention to broader processes of social change. However, more detailed theories ofsocial innovation only became prominent in the 20th century. Joseph Schumpeter, for example,addressed the process of innovation more directly with his theories of creative destruction and hisdefinition of entrepreneurs as people who combined existing elements in new ways. In the 1980s andafter, writers on technological change increasingly addressed the importance of social factors in

affecting technology diffusion.

Recent developments

The idea of social innovation has become much more prominent with ongoing research, blogs andwebsites (such as the social innovation exchange) and a proliferation of organizations working on theboundaries of research and practical action. Several currents have converged in this area, including:new thinking about innovation in public services, pioneered particularly in some of theScandinavian and Asian countries. Governments are increasingly recognizing that innovation isn'tjust about hardware: it is just as much about healthcare, schooling and democracy growing interest inentrepreneurship business, which is increasingly interested in innovation in services new methods of

innovation inspired by the open source field. Linking social innovation to theory and research incomplex adaptive systems to understand its dynamics collaborative approaches to socialinnovation, particularly in the public sector A recent overview of the field highlighted the growinginterest of public policy makers in supporting social innovation in these different sectors, notably inthe UK, Australia, China and Denmark. A focus of much recent work has been on how innovationsspread and on what makes some localities particularly innovative.


21/41

Today, many leading companies are focusing on corporate social and environmental responsibilityand leveraging their employees talents and enthusiasm for volunteerism. With the launch of theCorporate Social Innovation Program for corporate leaders will help support your forward-lookingefforts to create positive change in the world. The Corporate Social Innovation Program is ideal forinstitutions engaged in corporate philanthropy, community engagement, and issues of corporate socialand environmental responsibility. It provides an opportunity for organizations to put their messages infront of influential executives and thought leaders through the quarterly print publications well as themagazines website and twice-monthly online newsletter.

Corporate Social innovation can be divided into four categories:

1. Customer oriented innovation

2. Product innovation

3. Process innovation

4. Strategic innovation

Let's look at each.

1. Customer oriented innovation

The customer comes first. This is just as true with innovation as with anything else in business. Ifyou cannot serve your customers cleverly, you might as well not bother with innovation at all.

Customer oriented innovation refers to all aspects of corporate-customer interaction, including:marketing, sales, delivery, customer service and everything in between. Although this comprises adiverse range of activities from advertising to after-sales service, the focus should always be thesame: how to better serve your customers. Better advertising can provide more information tocustomers as well as remind existing customers that they made the right choice by your products.Better after-sales service can make all the difference between a making a single sale and developing along-term relationship of multiple sales.

These days, as there is less and less to differentiate one product from another, customer orientedinnovation is one area where your firm can demonstrate a real lead over the competition.

Moreover, every act of product or strategic innovation generally requires customer orientedinnovation to ensure innovations are successfully delivered to the customers.

2. Product innovation

When most people think of corporate innovation, they think of product innovation, in particular,launching that stunning new product that brings in billions of Euro (or dollars or pounds or yen...),

makes them industry leaders and puts them on top of Ingvar Kamprad and Bill Gates in the Fortunelist of wealthy individuals.

While such innovation is nice, it is equally, if not more, important to solicit incremental productinnovation from your company. Small improvements in your product are not only easier to come by,but can help keep you one step ahead of the competition. Moreover, small improvements are easier tosell and generally do not require big changes in your business.


22/41

But when that big idea for a radically new product - that will knock the competition's socks off -comes, be sure you have the means of recognizing it (previous issues of Report 103 have looked atbig innovations that big companies have made and lost because they did not recognize what they hadinvented).

A radically new product also demands an innovative marketing approach that will allow you to bringthe product to market successfully. Introducing a radically new product to your customers is in largepart about educating your customers to your product and helping them realize how much they need orwant your product (see 1. Customer oriented innovation above).

3. Process innovation

Process innovation may sound comparatively dull, but it is the bread and butter of corporateinnovation. In most large companies lots of people are involved in internal processes that allow thecompany to run smoothly and legally. These are the people in middle management, human resources,accounting, finance, administration, and the like. In general, they recognize processes that do notwork well and have ideas about how to make those processes more efficient. Sometimes, of course,they are wrong. But often they are right. Their ideas improve efficiency and help companies savemoney. If a company has operational expenses of Euro 1 billion annually and an accountant comes upwith an idea that shaves costs by 0.5%, it translates into a savings off Euro 5 million nothing tosneeze at. Likewise, 1,000 employees each with ideas worth Euro 10,000 in cost savings each willsave the company Euro 10 million.

4. Strategic innovation

Strategic innovation is rare because it is about fundamental changes in how a company operates. Andin a large company, that is about the most difficult task of all. Strategic innovation requires aninnovative CEO with vision and determination. Jack Welch transformed GE from an old fashionedAmerican industrial company into a powerful global services company.

Jorma Ollila transformed Nokia from being a Finnish conglomerate with a forestry background intobecoming the world's leading mobile telephone manufacturer.

While Messrs Welch's and Ollila's innovations involved all of four kinds of innovations, successfulstrategic innovation was central to their success.

Strategic innovation may not necessarily come from CEOs. But visionary CEOs are neverthelessnecessary for implementing strategic innovation across the enterprise.

General comments about corporate innovation

One of the biggest mistakes a company can make is to assume that only people in relevantdepartments can provide innovative ideas for a particular kind of innovation. Believing that only theresearch department can have ideas about product innovation or that only management can have ideasabout process innovation is wrong.

If top management of any company were to place listening devices in the staff canteen or the staff'sfavorite pub, they would quickly discover...


23/41

y That everyone in the company has ideas about all aspects of the company.y That many of those ideas are well thought out.y That the people with ideas come from all divisions and all levels of the corporate hierarchy.y That many of those ideas are worth good money to the company.

Only by installing an idea management or innovation strategy that ENCOURAGES everyone in thefirm to contribute ideas can top management truly maximize their firm's innovation potential.


24/41

Chapter V

Corporate Social Innovation Done By O.C.L in Jakaikala in

Sundergarh.


25/41

1. O.C.L India Limited Indias leading manufacturing firm has understood what its corporate socialInnovation is, that is why when it has taken people of Sundergarh for its manufacturing process dueto because some of the localities had been displaced

2. More over it has provided all the basic & fundamental facilities to the villagers so that they canlead a blissful social life which earlier they did not have.

3. Company has uplifted those people who wanted to invest company came up with variousentrepreneurial activities so that those fellow villagers can prosper.

4. O.C .L has constructed various community centers, club house for young generation so that socialgathering can be occurred.

5. Company has introduced microcredit facilities for the villagers.

6. Company has introduced many advanced & highly sophisticated machines for the internal stakeholders that the employees so that they could be given with less jettison of work.

7. Company fine tuned its process by installing heavy machineries also it has given away training toits employees for better handing of the same.

8. Due to its innovative products companys goodwill is increasing day by day. More over in OrissaO.C.L is sole distributer of cements & its sale is remarkable comparable to others. Its only becauseof product innovation.

9.The most important innovation is its strategic innovation which is vary rare it means that companyhas fallowed some steps which is pretty confidential according to the manage people that they refuseto reveal by following this company has sustained till this date in Orissa.

10. Company has done Customer oriented innovation refers to all aspects of corporate-customerinteraction, including: marketing, sales, delivery, customer service and everything in between.Although this comprises a diverse range of activities from advertising to after-sales service, the focusshould always be the same: how to better serve your customers.


26/41

SWAJALDHARA PROJECT IN JAKAIKELA DONE BY OCL

OCL India Limited has organized better water supply facilities with was the joint operational projectwith the local administration .With this the company has supplied one connection of water to eachand every house in the village now with the help of this the villagers have relaxed from the

contemporary problems of extracting water from the riverside which is being polluted by theRourkela Steel Plant. With the supplement of water facilities the company has given a sign of socialresponsibility towards its fellow villagers. More over the company has established bore well in everysahi of the village.

SOME OTHER PROJECTS

Company is performing every weekCorporate Panchayatat the center of the village wherethe corporate people the village assistants (Gaon Saathi) are being come along with the alllearned people of the village there they discuss the forth coming project of the village so thatthe village can be the model village in the entire Sundergarh which is the priority of the

Company. Company is planned to open an ITI for the youngsters of the village so that there can be self

employment established. That is why the company has chosen the land & demarked the sameside by side the company is giving apprentice training to the ITIes so that in future they can beestablish themselves in the OCL or any other organization which are now emerging.

That is not all company has taken participation in plantation also. There are hectors of unusedland lie behind the village on that land with the prior permission of the Govt of Orissa thereare 100 thousands of trees have been planted.

Companies only does social responsibility that is not the story here but also indulge from allfacets so that the people of Jakaikala could be benefited. Company taken all sorts of measures for

the upliftment for the village also the villagers the villagers are the vital player in every event ofthe company which makes the event successful & worth.

INTRODUCTION OF GOBAR GAS PLANT

Company all time appreciated for the mega assistance for the GOBAR GAS PLANT for those peoplewho have domestic animals like Cow the people were unaware of the usage of the of the wastecoming out from the cow it was not possible to supply electricity each & every village becausecompanys budget was not allowing this that is why company people have noticed that manypeople are having cows but they are unaware of the proper usage of the waste that is GOBAR thatis why company funded single time to the people to make GAS PLANT for supplement of the

energy & people used it they were very much pleased with the this step being taken from theCompany side. They are saying that OCL have brought millions of smiles for the people ofJakaikala.


27/41

ChapterVI

Corporate Social Innovation Done By Adhunik in Langigarh in

Sundergarh.


28/41

Adhunik is a massive group came to Rourkela in the year of 2000 & in a decade it has establishedcompletely in the soul of Rourkela & now it is the indispensible part of Rourkela. Company has takenthe land & made the land owners the disputes that are why company gave jobs in the Rourkela sitealso company has taken the village named Langigarh in the Sundergarh district trying to make thevillage the model one.

Introduction of self assisted groups

Company noticed that there are so many learned & unprofessional graduates are in the village theywere roaming here & there with out the proper guidance that is why company supplies all the theoriesto make a Self Sufficient Group & finance them to start their own business whichever they like. Therest is histories there are more than 20 Self Sufficient Groups are working successfully in the villagehe every single individual is self sufficient individual now helping his family financially in all thespheres of life.

Betterment of the Cultivators

Adhunik has taken steps to cultivate scientifically to the cultivators company has noticed that morethan 70% of the village population are depend on cultivating that is why company supplied them withgood quality seeds which are hybrid one provide them all sorts of highly sophisticated equipments sothat they can cultivate & harvest well & produce more & more quantity of grains comparable toearlier.

GIVING PLATEFORM TO YOUNG TALENTS

Company has shown interest toward young talents like hockey football, archery company is assistingthose under developed people which are having talents but due to lack of proper platform & money

they are unable to flourish that is why with the help of RSPs athletic wing company is trying to produce good state level player & supply them to SAIL Hockey academy later they can groomthemselves to fit for national level.

At the epidemic also company showed its generosity & step forward to eradicate the epidemic likecholera mass fever like that. Company tried to made all sorts of application to be social innovativeleader & trying every now & then to be a good corporate social innovator.


29/41

Chapter VII

Impact of Corporate Social Innovation both inOrganization & out of the Organization.


30/41

The basic objective of the Corporate Social Innovation program is to increase the productivity of thepeople. Hence through the help of effective innovating methods the productivity of the people can beincreased to a great extent. After interacting with the departmental heads it becomes clear that the productivity of the trained employees in the same department is more than that of the untrainedemployees.Companies with well-trained, knowledgeable and flexible employees operate more efficiently, seizemarket opportunities more readily and weather economic downturns more effectively. Thesecompanies have figured out that the overall performance of a business equals the sum of the performances of all its individual workers. Maximizing people impact requires that organizationsoffer the appropriate platform for its people: counseling, job roles, tools and insights for decisionmaking. Moreover, this concept should extend beyond the companies direct workforce. Leadingcommunications companies are increasingly finding that they need not only improve the skills oftheir own people, but also the skills of workers employed by business partners and customers.

Many organizations are turning to new learning approaches to help create a workforce thatcontinuously develops and applies knowledge, skills and capabilities. E-Learning is an effective,rapid and flexible element of a learning strategy when blended with... For example, performancesimulation is a type of eLearning that enables employees to rehearse real life situations in a safe

and supportive environment without risking client relationships or brand equity. This type ofapplication is particularly helpful for customer support and sales staff, who are increasinglyrequired to sell complex, rapidly changing solutions.

When thinking about ways to improve the performance of employee workforce productivity,many organizations focus on implementing systems and/or initiatives, but do not explicitly thinkabout the linkage between enterprise capability and individual competence. They neglect to thinkabout how elements such as leadership, business strategy and goal-setting at the enterprise levelcan directly impact their employees motivation, knowledge, skills and capabilities.

Improving individual and workforce productivity holds the key to achieving significantimprovements in business performance in a tough economic climate. Organizations need to adopta holistic approach to improving the productivity of key employees, addressing factors thatimpact performance at the individual, workforce and enterprise level. Only in this way can theworkforce be aligned to the business strategy to further drive benefits to the bottom line.

Again productivity of an employee can also measured through the time taken by the employee to do aparticular work, quality of that work, rate of the accuracy and safety in the work field.


31/41

Impact of Corporate

Social Innovation in the Organization.

Increasing the employees retention rate by decreasing the attrition rate is one of the objectives of thecounseling program. Through the help of counseling program in R.S.P they able to reduced theattrition rate and increase employees retention. Counseling helps the employees in the followingway. Helps in increasing the capabilities of the employees to perform in an effective way. Counseling make ready to the counselees to update with the technological advancement. As counseling increases the productivity, ultimately employee feels competent enough to

work with the challenges. Through various counseling program employees get the career development opportunity. As employees become competent enough they gets chance for extra responsibility along with

good growth opportunity and salary. Counseling helps to build good relations with the colleagues and the superior. Counseling encourages the employees to do their work in an effective way, which make the

employee feel that the organization is with him/her and he motivated to continue his/her job.


32/41

Findings of Survey on Peoples satisfaction regarding Corporate

Social Innovation

Program its effectiveness and impact of the Program in the

Productivity of the Organization.

Statement Agree Dont

know

Disagree

1)I am satisfied with the corporate social program 69 5 18

2)Corporate social program materials used are verygood

60 21 10

3)Company people knowledge and behavior wasquite good

74 12 0

4)Company was bias less 54 26 6

5)Company program was effective 76 8 16

6)Company program is conveyed in prior 54 34 12

7)Corporate Social innovation program held in righttime

62 16 22

8)Company program environment was good 76 3 16

9)Company Program needs is well identified 72 14 12

10)Corporate Program evaluation is effective 70 26 4

11)It adds value to my performance 74 5 8

12)Company program increases my productivity 67 12 13

13)It adds value to my skills 76 8 16

14) I got additional benefits after Corporate SocialInnovation.

64 28 8

15)It motivates me to continue my job 84 4 12

16) I always utilize my learning from training in my

practical work field.

76 16 8


33/41

CHART NO-1

People satisfaction chart on corporate social program

According to my study I found that 69% of the employees who have attended the training

program are satisfied with the training program.

CHART NO-2Chart on company aids

From the above chart it is clear that the company material used by the organization is effectivefor corporate social innovating program. 60% of the employees are satisfied with the counselingmaterials

Agree

Disagree

Don't Know

0

10

20

30

40

50

60


34/41

CHART NO-3

Chart of company Peoples behavior and knowledge

CHART NO-4

From the chart number2 and 3 it is clear that 74% of the village people feel that the behaviour ofthe company side is excellent during the program. Again the knowledge of the trainer is also upto the expectation. Again 54% of the employees who attended training program feels that thecounselor is biasless.

0

10

20

30

40

50

60

70

80

0

10

20

30

40

50

60


35/41

CHART NO-5

Chart of corporate social effectiveness

From my survey to the employees and the people of the concerned regarding Programeffectiveness I found that 54% of the trainees are satisfied with the training effectiveness.Whereas about 26% are disagree with the statement that the counseling which they attended isnot effective and 16% of them not give any comment on it.

CHART NO-6

Chart on programe information

64% of the people feels that communication or information regarding programe is given to thereceivers in prior to organize the program. Where as 30% of them not replied anything regardingthis matter and 10% feels that thet not gets information in right time.

0

10

20

30

40

50

60

70

80

0

10

20

30

40

50

60

Agree Disagree Don't Know


36/41

CHART NO-7

Program Held in Right Time

CHART NO-8

Environmrnt was good.

CHART NO-9

Chart no 7,8,9 describe the effecticeness of the corporate social program. 70% feel thatprograme held in right time where as 80% feels the environment excellent and 74% feels thatprogram needs of them are well identified. So program whatever the people attened were quiteeffective.

0

10

20

30

40

50

60

70

0

10

20

30

40

50

60

70

80

0

20

40

60

80


37/41

CHART NO-10

Chart on Program evaluation

According to my above study I found that 70% feel the training evaluation method as effective.

0

10

20

30

40

50

60

70


38/41

SUGGESTIONAs per my study I found that the corporate social innovation that both the organization have doneor being doing these days are very much successful & would have flamboyant sing in near future.Where as I found some thing that the organization need to fine tune them selves to attain almost90% of what they are achieving right now.After the sum up of survey report it has been observed that there is need of giving more stretchon the awareness and communication on the following factors:

1.

Companys Growth.2. People satisfaction.3. Provide the same what the situation demands.

As the attrition rate of the officer is little bit high so it needs special plan for them to retain theofficer.To make Social innovation program more effective department should focus on the followingthings:

y Objectives of the employees and the organization - keep them in mind all the timey how many people you are targetingy the methods and format you will usey when and how long the Corporate social Program lastsy where it happensy how you will measure its effectivenessHow you will measure the trainees' reaction to it when they will give skills training to someonethey should utilize this simple five-step approach:

1. prepare the receiver - take care to relax them as lots of people find learning new thingsstressful

2. explain the job/task, skill, project, etc - discuss the method and why; explain standards andwhy; explain necessary tools, equipment or systems

3. provide a demonstration - step-by-step - the more complex, the more steps - people cannotabsorb a whole complicated task all in one go - break it down - always show the correct way -accentuate the positive - seek feedback and check understanding

4. have the counselee practice the job - we all learn best by actually doing it - ('I hear and Iforget, I see and I remember, I do and I understand' - Confucius)

5. monitor progress - give positive feedback - encourage, coach and adapt according to the paceof development

These things department should take into consideration when organizing any corporate socialinnovation Program.


39/41

CONCLUSIONFrom the above study it is clear that the Corporate Social Program and development plays animportant role for any organization not only to increase the productivity but also for the qualityof life of the employees. As per my findings from the survey in counseling and developmentalprogram organized by OCL & Adhunik Ltd. is quite effective. Again the impact of the corporateprogram on Companys productivity and retention is really remarkable. As in an average about70% of the employees are satisfied with the program at OCL & Adhunik and also with its impact

on their productivity and retention.This effectiveness of the program is for the effort made in all aspects of program, like counselingidentification, setting of objectives, choosing right candidate as well as trainer for the corporateprogram, corporate administration, corporate budget, evaluation a decision implementation etc.these all contribute a lot to make the corporate program an effective one.Hence it is important for any organization to have effective corporate program to retain itsemployees and increase the core objective that is productivity.


40/41

QUESTIONNAIRE1. Do you think Corporate Social Program is important for your organization?2. How do you identify Corporate Social needs of your organization?3. What are the various Innovational methods adopted?4. What ate the various formalities before the program?5. What plays the important roles during Corporate Social program?6. To whom you choose as trainer (internal or external)?7. How do you evaluate your Corporate Social Innovational effectiveness?8. Do you evaluate your training effectiveness on pre and post counseling basis?9. How do cost of program is calculate.10.What are the impacts of Corporate Social innovational productivity?11.What are the impacts of Corporate Social Program on employees retention?12.Who are the most responsible persons for the corporate social Program?13.Do you prepare any Program Calendar?14. If yes, then what is the method of preparation of Program calendar?15.What are the various important factors are there in Program calendar?16.When do you measure the Corporate Social Programs effectiveness?


41/41

Questionnaire for the departmental heads

1. How your employees do perform?2. Is there any difference between the counseled and non counseled employees?3. How do you measure their performance?4. Are your employees satisfied with their job?5. Can the employees able to do the work they could not do before?6. Do they demonstrate new behaviors on the job?7. Do they like to continue their jobs in the same department?8. Are they required any additional benefit or responsibility?

a final report on mt2

Documents