budhi - september 2011
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E B E TGROUP OF INSTITUTIONS
I nsi de
F orew ord
Faculty of Management
Erode Builder Educational Trust'sGroup of InstitutionsEBET Knowledge Park, Kangayam
Tirupur 638 108, Tamil Nadu
Ph : 04257 295057 / 241745
Fax : 04257 241885
e-mail : dean.fom@ebet.edu.inwww.ebet.edu.in
Transcending boundaries in wisdom in
management education and becoming one
of the Top 50 business schools in the country.
To be a premier business school of repute by
lOffering value based post-graduate
and fellowship programmes in business
management and verticals
Nurturing management professionals
most preferred by the industry
Fostering industry institution interface inevery sphere of management education
Maintaining an environment that instills
high ethical values and social
consciousness.
l
l
l
V i si on
M i ssi on
BudhiBudhiVolume 4 September 2011
A Biannual Newsletter from FoM, EBETi
Dear Readers,
The September 2011 issue of Budhi comes out at the
time the management education in India is running
through rough weather. With 4000 plus Business
Schools in the country at the last count, many Business
Schools in Tier 2 and Tier 3 towns are running at less
than half of their capacities in the current academic year.
The double dip recession which is, according to many
analysts, on the cards, is likely to add more woes to the
injury. As Prof. Srikant Datar of Harvard University
points out, there is a need to revisit the existing
curriculum and lay more emphasis on 'doing' rather
than 'knowing skills'. We sincerely hope the effor ts taken
by the pioneers in Management Education in India in
this regard would take us to a new dimension inManagement Education.
With this foreword, let me wish all the readers a Happy
reading !
Suggestions/ Ar ticles are most welcome from the
readers. The suggestions/ articles can be sent to
dean.fom@ebet.edu.in
Editorial Team
Dr A G V Narayanan
Prof R D Vasudevan
W i s dom U n l i mi t e d . . . .i s d om U n l i mi t e d . . . .
Faculty Column 2
Events at FoM
Corporate Connect 4
Academic Connect 5
Faculty Development 6
Papers Presented in Conference 6
Faculty Publications 7
Higher Learning 7
Invited Guest Lectures 8
8
Management Development Programme 5
Strategic Initiatives 7
Training & Development 7
Student Column
Follow us on
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Your talent is God's gift to you. What you do with it is your gift back to God- Anonymous.
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'Free-Riders' in OrganizationsProf G Suresh, Faculty, FoM, EBETi
The business community in general and many professions inspecific have recognized the need for people to become more
active participants in the accomplishment of task rather than
passive recipients of the benefits accrued by the effor ts of their
colleagues. One method of encouraging human commitment,
involvement and contribution towards the success of any
organization is team work. A team or group is one in which two
or more persons come together to achieve a common goal.
Nowadays, the human group is a formidable force in modern
organizations. Small groups are found in all types of
organization. Organizational tasks demand cooperative effort
of a number of people. Even with structuring the process and
groups, there is potential for what is called 'free rider' problem
when the team members do not participate to the best of their
abilities. Thus the outcome of team work can be disappointing for
the employers and frustrating for the team/ group members.
Who are Free-Riders?
Morris and Hayes (1997, p.3) describe free-riding as: "the
problem of the non performing group member who reaps the
benefit of the accomplishment of the remaining group members
with little or no cost to him/ herself".
In social context: 'Free-Riders' are those who consume more than
their fair share of a public resource. Generally free riders are
persons who receive benefit of a good without paying.
Example
A village has a terrible mosquito problem. The youth association
of that village decides that it would be fairly cheap to spray the
area ponds and swamps to control mosquitoes. They also had a
valid reason that most of the people would value a reduction in
mosquitoes a great deal. To see the problem of the free rider,
consider the options open to a "customer" of the mosquito-
reduction service who is asked to pay ` 25.00. If he pays
` 25.00, he will get a reduction in mosquitoes (if enough otherpeople also pay to make the service financially viable). If he
refuses to pay, he will still get the same reduction in mosquitoes
(again assuming that there are enough other people who pay, so
the service is financially viable). Once the service is produced, it
cannot be withheld from people who do not pay for it. Given the
options, each person is likely to reason that his ` 25.00 is
unimportant relative to the total amount needed to make the
enterprise successful, and thus the results will not depend on his
contribution. Here the persons enjoy the benefit of mosquitoes
reduction without contributing to it are called as Free-riders.
Effects of Free - Rding
Free-riding does not necessarily lower the overall group
performance, that is if the group performance equals the
performance of the best members in that group. However, the
free-riding behavior of some group members can annoy and de-
motivate the diligent members in such a way that the overall team
performance does get worse. This is called in social psychology
field as the "sucker effect". Due to a feeling of being exploited by
free - riders, one also reduces one's own effort, because he or she
does not want to be seen as a sucker who does all the work for his
or her co-member in an organization.
How to align these free-riders?
There are several conditions under which free-riding and the
sucker effects are more or less likely to occur. These include the
type of task to be performed, the number of employees within a
team (group size), the type of performance and reward (on an
individual or a group basis), the identifiability of the individual
contribution and certain group characteristics.
Type of Task
Making individual contributions indispensable is a way of making
free-riding occurs less (Stroebe, Diehl & Abakoumkin, 1996). Anadditive task, where the input of all members is required, is
therefore the best task to avoid free-riding.
Number of employees within a team (group size)
Increasing the group size stimulates free-riding behavior in
general, but as Stroebe, Diehl & Abakoumkin (1996, p.42) have
indicated this effect disappeared " when group members were led
to believe that their individual output could be monitored" .
Type of performance and reward
In cases of group products, 'privatization' would imply a change
in reward structure that assures that the group product is
distributed in shares that are proportional to individual inputs.
Identifiability of the individual contribution
When a task is assigned to a group the team / group leader
should monitor and record the contribution of every individual
employee towards the success of their team work.
Group characteristics
Trust has a positive effect on group performance. Therefore we
expect that the trust will affect the amount of free-riding behavior
in a group. If group members trust and respect each other, we
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The essence of strategy is in choosing what not to do-Michael Porter.
Budhi - A Biannual Newsletter From FoM, EBETi
3
expect that free-riding will occur less. Social control on the
individual group members will motivate each member to conform
to group values and norms (Sheppard, 1995, p. 133; Harkins,
1987). Making a fair contribution by each person, trusting each
other, and being able to rely on others can be considered as
DEFINITION :
OMBUDSMAN :-
An ombudsman is a person who acts as a trusted
intermediary between an organization and some internal or
external constituency while representing not only but mostly
the broad scope of constituent interests. An ombudsman is
an official, usually appointed by the government or by
parliament, who is charged with representing the interests of
the public by investigating and addressing complaints
reported by individual citizens. Ombudsmen sometimes
identify organizational roadblocks running counter to
constituent interests.
The ombudsman, as a designated neutral, has the
responsibility of maintaining strict confidentiality
concerning matters that are brought to his/ her attention
unless given permission to do otherwise. The only
exceptions, at the sole discretion of the ombudsman, are
where there appears to be imminent threat of serious harm.
The ombudsman must take all reasonable steps to protect
any records and files pertaining to confidential discussions
from inspection by all other persons, including
management.
The ombudsman should not testify in any formal judicial or
administrative hearing about concerns brought to his/ her
attention.
When making recommendations, the ombudsman has the
responsibility to suggest actions or policies that will be
equitable to all parties.
OMBUDS CODE OF ETHICS GUIDELINES:
Preamble :
The Ombuds shall be truthful and act with integrity, shall foster
respect for all members of the organizations they serve, and shall
promote procedural fairness in the content and administration of
those organizations' practices, processes and policies.
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Ethical Principles :
Independence
The Ombuds is independent in structure, function and
appearance to the highest degree possible within theorganization.
Neutrality and Impartiality
The Ombuds, as a designated neutral, remains unaligned and
impartial. The Ombuds does not engage in any situation which
could create a conflict of interest.
Confidentiality
The Ombuds holds all communications with those seeking
assistance in strict confidence, and does not disclose confidential
communications unless given permission to do so. The only
exception to this privilege of confidentiality is where there appears
to be imminent risk of serious harm.
Informality
The Ombuds, as an informal resource, does not participate in any
formal adjudicative or administrative procedure related to
concerns brought to his/ her attention.
THE ESSENTIAL CHARACTERISTICS OF AN OMBUDS ARE:
Independence
Impartiality in conducting inquiries and investigations
Confidentiality
ORGANIZATIONAL OMBUDS
An organizational ombuds facilitates fair and equitable
resolutions of concerns that arise within the entity.
Be authorized to undertake inquiries and function by
informal processes as specified by the charter
Be authorized to conduct independent and impartial
inquiries into matters within the prescribed jurisdiction of
the office
Be authorized to issue reports
Be authorized to advocate for change within the entity.
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OMBUDS AND CODE OF ETHICSProf S Ravishankar, Faculty, FoM, EBETi
Integrity is difficult to define, but lack of integrity is not Peter F. Drucker
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Stagnation is Death; flow is life-Swami Vivekananda.
4
Sri V Anburaj, Chief Manager, Karur Vysya Bank (Central
Office), Karur, interacted with students on 'Leadership' on 24th
September 2011.
Dr N Ravichandran, CEO, Lucas-TVS, Chennai
Dr N Ravichandran, Chief Executive Officer, Lucas - TVS,
Chennai, interacted with students on 'Global Competitiveness'on 15th August 2011
Sri S Shakthi Velan, DGM-Business Planning Division, Toyota
Kirloskar Motor Pvt Limited, Bengaluru interacted with students
on 'Toyota Production System - TPS' on 17th September 2011
Dr Suresh Srinivasan, Associate Director, IICPL, Chennai
Sri Shakthi Velan, DGM, Toyota Kirloskar Motor Pvt. Ltd., Bengaluru
Dr Suresh Srinivasan, Associate Director, International
Infrastructure Consultants Pvt. Limited, Chennai, interacted
with students on 'Strategy, Current Research Issues &
Relevance in Industry' on 27th August 2011
Sri P Mukesh, Team Manager, Birla Sun Life Insurance, Salem
Sri P Mukesh, Team Manager - Finance & Operations, Birla
Sun Life Insurance, Salem, interacted with students on 'Life
Insurance in India - An Overview' on 6th August 2011
Corporate Connect - an industry institution interaction initiative
Sri Prasanna, Head of Distribution, Kotak Asset Management
Company, Chennai, interacted with students on 'Trends in
Asset Management Business and the opportunities in Asset
Management Companies' on 28th May 2011
Sri N Raveendran, General Manager - Enterprise-wide
Solutions, Sakthi Finance Limited, Coimbatore, interactedwith students on 'Information Technology in & for Business' on
21st April 2011
Sri N Raveendran, GM, Sakthi Finance Ltd., Coimbatore
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Budhi - A Biannual Newsletter From FoM, EBETi
5
Prof Vijayaraghavan, TTK Chair Professor, DoMS, IIT-Madras
Prof P Vijayaraghavan, TTK Chair Professor, Department ofManagement Studies - IIT Madras, Chennai interacted with
students on "Evolving Customer Insights' on 3rd September
2011.
Prof Suresh Paul Antony, XLRI, Jamshedpur
Prof Suresh Paul Antony, XLRI, Jamshedpur, interacted with
students on 'Serendipity and Success in New Product
Development' on 17th August 2011
Academic Connect - an interaction initiative among academia
Faculty of Management, EBETi was associated with Launchpad
LLC, Erode in organizing 'Activate'11 - Human Resource
Conclave' under the auspices of AUT-CBE Center for University
Industry Collaboration at Hotel The Residency, Coimbatore on
20th August 2011
Management Development Programme
Business Simulation Game for Corporates in Progress
About 30 managerial employees of URC Group of Companies
were provided management development training at FoM,
EBETi through a two-day ' Business Simulation Program' on
14th and 15th September 2011. Dr Vinod Dumblekar, CEO,
MANTIS, New Delhi was the resource person.
Opportunit ies are never lost. The other person takes them- Anonymous.
Business Quotient - 4
1. Nestle India's probiotic dahi is branded as __________________
2. Audi's used car business brand _________________
3. " Marketing is no longer about the stuff that you make, but about the stories you tell" - Who quoted this?
4. Name the Indian travel start-up that depended only on word-of-mouth marketing rather than advertising
5. What is P&G's 2-3-4 strategy?
6. The joint venture between PepsiCo and Tata Global Beverages is named as ________
7. What is meant by HORECA market?
8. Define Fll Rate.
Refer Page No.7 for the answers
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Prof S Ravishankar participated in a two-day workshop
on 'Research Methodology and its Techniques' organizedby Avinashilingam University for Women, Coimbatore on
22nd and 23rd Apri l 2011
Prof T P Saravanan was deputed to 'Mission on
Manufacturing Excellence' organized by CII-Erode at
Toyota Kirloskar Motor Pvt. Ltd., Bengaluru and Tata BP
India Solar Ltd., Bengaluru on 17th June 2011
Prof R D Vasudevan was deputed to a talk on 'New
strategic paradigm: Customer centric profi tability' by Dr
Bala V Balachandran, J L Kellogg Distinguished Professor,
Northwestern University, Illinois, USA organized by SasiCreative School of Business, Coimbatore on 21st July
2011
Prof A G V Narayanan participated in a conference on
'Management Education: The Road Ahead' at Indian
Institute of Management-Ahmedabad on 22nd and 23rd
July 2011
Prof T P Saravanan was deputed to a Faculty Development
Programme on 'Marketing Communications, the
Unknown for the Known' at Happy Valley B-School,
Coimbatore on 23rd July 2011
Prof R Maheswari was deputed to a Faculty Development
Program on 'Case Analysis & Teaching' at D J Academy
for Managerial Excellence, Coimbatore on 8th and 9th
August 2011
Prof R D Vasudevan and Prof T P Saravanan were deputed
to 'Activate'11 - Human Resource Conclave' organized
by AUT-CBE Center for University Industry Collaboration
and Launchpad LLC, Erode at Hotel The Residency,
Coimbatore on 20th August 2011. Prof R D Vasudevan
participated as a member of the academic panel
Prof S Ravishankar was deputed to 'Star Trek' -a program
organized by CII Young Indians, Erode to share
experiences of successful entrepreneurs. Mr S
Shankaralingam, CEO, Menaka Cards, Chennai shared
his experience on 23rd August 2011
Prof R Maheswari was deputed to a program on 'How to
become a successful lecturer for institutional
development' organized by CII-Erode on 25th August
2011
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Prof A G V Narayanan participated in AIMS Annual
Management Education Convention on 'EmergingParadigms in Management Education' conducted by the
Association of Indian Management Schools (AIMS) at
Bhubaneswar on 26th & 27th August 2011
Prof R D Vasudevan was deputed to a one day session on
'Leveraging Accreditation for Assuring Quality in HEI'
organized by CII-Coimbatore and CII Institute of Quality,
Bengaluru, at Hotel The Residency, Coimbatore on 9th
September 2011
Prof T P Saravanan was deputed to a HR Conclave titled'People Development - The Key to Sustainable Growth'
organized by CII Coimbatore Zone at Hotel The
Residency, Coimbatore on 23rd September 2011
Prof G Suresh was deputed to 'Mission on Manufacturing
Excellence' organized by CII-Erode at Ashok Leyland Ltd.,
and WABCO India Ltd., Chennai on 28th September
2011.
Prof G Suresh and Prof N R Benjamin Franklin presented a
paper titled 'Benefits of Competency Mapping for
Students and the Colleges' in the 3rd National
Conference of 'Challenges and Strategies in Indian
Business Context' organized by Velalar College of
Engineering and Technology, Erode on 26th March 2011
Prof G Suresh and Prof N R Benjamin Franklin presented a
paper titled ' Perception about Concrete Transit Mixer &
Entrepreneurial Opportunity' in the National Conference
on 'Developing a Model Entrepreneurial Society
(DAMES)' organized by MSME Development Institute,
Chennai and B S Abdur Rahman University, Chennai on
29th and 30th April 2011
Prof T P Saravanan presented a paper titled 'Problems of
Women Entrepreneur' in the National Conference on
'Developing a Model Entrepreneurial Society (DAMES)'
organized by MSME Development Institute, Chennai and
B S Abdur Rahman University, Chennai on 29 and 30th
April 2011.
Faculty Deputed for Conference / Seminar / Industr ial Visit
6A smile is the shortest distance between two people-Anonymous.
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Budhi - A Biannual Newsletter From FoM, EBETi
An angry man opens his mouth and shuts up his eyes- Cato.
7
Faculty Publications
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Prof G Suresh's article titled 'A study on satisfaction level
of power loom entrepreneurs in utilizing government
funds - A case study at Kangeyam Taluk, Tirupur Dt,
Tamilnadu, India' was published in the European Journal
of Economics, Finance and Administrative Sciences in
their Issue No. 33, June 2011
Prof T P Saravanan's article (co-authored by Dr A G V
Narayanan) titled 'A study on customers' perception
towards general insurance products (Livestock & Crop)
with special reference to Erode Rural, Tamilnadu, India'
has been accepted for publication in European Journal of
Social Sciences.
Prof K Muthukumar was deputed for Faculty Development
Programme in Management (FDPM) at IIM-Ahmedabad
from 6th June 2011 to 24th September 2011.
All the faculty members of FoM participated in a three-day
strategy mapping exercise facilitated by Dr A G V
Narayanan, Dean, FoM at Bison Valley Resort, Coonoor
on 4th to 6th May 2011. Apart from drawing up ablueprint for the year ahead, core competence of faculty
and focus areas for the institution were identified and an
action plan was drawn.
Prof. S Jaishankar, Sri Krishna College of Engineering and
Technology, Coimbatore, conducted a session on
'Introduction to Moodle Software' to faculty members on
16th July 2011.
Higher Learning
Strategic Init iatives
Training and Development
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All the II MBA students were deputed for 2 days Outbound
Training (OBT) programme organized by National
Adventure & Leadership School, Coonoor. The two-day
residential programme was held on 28th and 29th of July
2011
Senior management team from URC Infotec Pvt. Ltd.,
Erode, led by Mr S Padmanaban, CEO conducted a one-
day workshop on Enterprise Resource Planning (ERP) on
19th August 2011.
All the I MBA students were deputed for 2 days Outbound
Training (OBT) programme organized by National
Adventure & Leadership School, Coonoor as part of their
one week orientation programme. The two-day residential
programme was held on 10th and 11th September 2011
Dr. Vinod Dumblekar, CEO, MANTIS, New Delhi
conducted a two-day training programme titled 'Headstart
- Management Games' for all the II MBA students on 12th
& 13th September 2011
All second year MBA students went on a two-day trip to
Bengaluru to visit Toyota Kirloskar Motor Pvt., Ltd and
Hindustan Coca- Cola Beverages Pvt. Ltd., in Bidadi near
Bengaluru on 20th September 2011. Prof G Suresh and
Prof R Maheswari accompanied the students for the
industry visit.
1. Nestle ActiPlus
2. Audi Approved Plus
3. Seth Godin
4. Ixigo
5. By 2015, P&G wants to double the no. of Indians who use its products, treble per
capita spending by Indians and quadruple net sales of its Indian operations
6. NourishCo
7. Hotels, Restaurants and Cafeteria market
8. Fill Rate is the proportion of orders that can be met from stock in hand.
Answers for BQ-4
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Prof A G V Narayanan addressed Marketing Executives of
Karur Vysya Bank on 'Business Strategic Planning andSegmenting/ Targeting/ Positioning' on 1st April 2011
Prof A G V Narayanan addressed Probationary officers of
Karur Vysya Bank on 'Marketing Techniques for Asset
Products' on 3rd May 2011
Prof A G V Narayanan addressed MBA students of MAM
Engineering College, Trichy, on 'Customer Relationship
Management' on 12th May 2011
Prof A G V Narayanan addressed Marketing Executives of
Karur Vysya Bank on 'ABC of Marketing' on 14th June
2011
Invited Guest Lectures
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Prof A G V Narayanan delivered a talk on 'Trends in
Marketing' during the FDP organized by Nehru Institute ofInformation Technology & Management on 21st June 2011
Prof A G V Narayanan in the capacity of Convener- HR &
Education Panel of CII Erode, organized a programme on
'Engineering Counseling' on 3rd July 2011
Prof A G V Narayanan conducted a one-day workshop on
Marketing to the Executives of Karur Vysya Bank on 3rd
August 2011
Prof T P Saravanan addressed MBA Students of M.
Kumarasamy College of Engineering, Karur, on 'The Basics
of Marketing' on 10th September 2011.
8The secret of happiness is to make others believe they are the cause of it- Al Batt
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Student Column
Is there a lasting solution for corruption?Mr. A G Kirubakar - II MBA, FoM, EBETi
Corruption is one of the most repeated words in last year's media.
A feeling that prevails among the public at large is that corruption
is rampant in all spheres of activity, particularly where politics or
business has a nexus. The root cause of corruption is the
selfishness of human beings. As Mahatma Gandhi once said
there is enough in this world for every one's need; but not for any
one's greed.
Driven by the greed to acquire as much material possessions as
possible within one's life span, people invent ingenious ways of
making illegal money. The famous theory of hierarchical needs
propounded by the behavioral scientist Abraham Maslow argues
that money does not make a person happier after a certain level.
But the greed of some of today' s politicians and businessmen
defies even the time-tested Maslow's logic! With such men at the
helm of affairs of the country, it is doubtful whether the Lokpal Billor any such law can guarantee a corruption free country.
Corruption affects the middle and lower income strata of the
country the most. They pay a host of taxes to the government and
wait in the fond hope that the money they paid will be spent back
by the government on schemes and projects that improve the
quality of life of the 'aam aadmi' . Their wait has been too long
now and they are yet to see light in the tunnel. Instead, as they
wait for development and growth, only the number and size of the
scams are growing!
The solution lies in a radical change happening from within….
within the conscience of every Indian…. that he/ she would lead a
simple life and eschew extravagance. The way to richness is not in
amassing more and more wealth by questionable means but to
become contented with less and less, progressively.
Even law-abiding citizens slowly get polarized and jump the
bandwagon of making 'quick money' for fear of not to be left
behind in the 'material race'. It is the case of the evil becoming
stronger and the good dwindling in strength. But in my view, a
permanent solution to corruption can emerge only when majority
of the population allow themselves to be left behind resulting in the
widening of rich-poor divide beyond the threshold level. If the
'resilience-of-the-honest' breaks, it would give way to a deluge of
retributive force getting unleashed, which will find its own ways of
getting justice back. Such civic actions are being witnessed incountries having oppressed and corrupt practices with positive
outcomes.
And therefore, i f you are a person who has always been following
the path of righteousness and listening to your 'inner voice' don't
sacrifice that good quality by losing hope. Let us take a vow that
we, the next generation of India, will not only refrain from corrupt
practices but will also up our ante against corruption and make
India a clean and corruption free country. Let good forces unite.
Truth will Triumph!
Jaihind !
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