03/15/11 DR B Ratan Reddy, RGBS 1
03/15/11 DR B Ratan Reddy, RGBS 1
STRUCTURE
STRATEGY SYSTEMS
                SHARED
                VALUES
SKILLS STYLE
STAFF
                                                   ORGANIZE TASK
                                                     SESSIONS
                                              CONDUCT BEST
                                               PRACTICES
                                                SESSION
                                                 CONDUCT
  STUDY OTHER                                  LEADERSHIP &
 ORGANIZATIONS                                TEAM BUILDING
                                                 SESSIONS
                                                CONDUCT
                                                 VALUES
                                                SESSIONS
                                                WHAT DO WE
     INDUSTRY                                   WANT TO BE?
                                                WHAT DO WE
   TECHNOLOGY                                   WANT TO BE
                                                KNOWN FOR?
                       COMPETENCE
   CONSUMERS                                     WHY DO WE
                                                  EXIST?
                                                 WHAT DO WE
   COMPETITION                                    WANT TO
                                                 CONTRIBUTE
                                                AND TO WHOM?
03/15/11               Dr B Ratan Reddy, RGBS                  10
           Building a Vision: Stage IV
              The Formal Construction
  SELECT CROSS-
                    CRAFT CRITICAL                PRESENT THE
  HIERARCHICAL
                     ANSWERS INTO                STATEMENT TO
     & CROSS-
                      COMPELLING                      THE
   FUNCTIONAL
                      STATEMENT                  ORGANIZATION
      TEAM
                       SELECT                      PREPARE
 IMPLEMENT THE
                    COMMUNICATION               COMMUNICATION
    ROLL-OUT
                       MEDIA                         PLAN
   TRANSLATE          CREATE
   VISION INTO      MILESTONES
      GOALS                                      CRAFT
                                                STRATEGY
                    COLLECT
                      INPUTS
                                                 QUANTIFY
                                                STRATEGIES
                     TRANSLATE
                        INTO
    RE-ORIENT
                     SECTIONAL,                 SCAN
                                                  RE-ALIGN
    APPRAISAL
                   DEPARTMENTAL,                 BUSINESS
                                                 PROCESSES
     SYSTEM                                   OPPORTUNITIES
                   AND INDIVIDUAL
                      TARGETS
                                              SUPPORT VISION
                                              WITH DECISIONS
                   Fashion
                   statement
                    Complexity = extent of
                    differentiation
           Formalization = extent the organization relies
           on rules and procedures to direct the
           behaviour of employees
       Centralization = concentration of decision making
       authority at the top
03/15/11                    Dr B Ratan Reddy, RGBS          23
                                   Organization
                                    structure
               Mechanistic                              Organic
                structure                              structure
               Complexity,                           Complexity,
              Formalization,                        Formalization,
              Centralization -                      Centralization -
                  HIGH                                  LOW
                                                    Simple/Matrix/Network/
           Functional/Divisional
03/15/11
                                                    Taskforce/Committee
                                   Dr B Ratan Reddy, RGBS                    24
      A Functional structure is one                   A Network structure is a
      that groups similar or related                  small centralized
      occupational specialties                        organization that relies on
      together;                                       other organizations to
      A Divisional structure is one                   perform its basic business
      that is made up of autonomous                   functions on a contract basis;
      self-contained units                            A Taskforce structure is a
                                                      temporary structure created
                                                      to accomplish a specific,
      A Simple structure is low on                    well-defined, complex task
      complexity and formalization                    that requires the involvement
      but high on centralization;                     of personnel from other
      A Matrix structure is one that                  organizational subunits;
      assigns specialists from                        A Committee structure is
      functional departments to work                  one that brings together a
      on one or more projects that                    range of individuals from
      are led by a project manager;                   across functional lines to
                                                      deal with problems
03/15/11                          Dr B Ratan Reddy, RGBS                               25
           Functional Departmentalization: Grouping
           activities by functions performed
                                                     Product
           Departmentalization: Grouping activity by
           product line
                                   Customer
           Departmentalization: Grouping activities on the
           basis of common customers
                                        Geographic
           Departmentalization: Grouping activities on the
           basis of territory
                                             Process
           Departmentalization: Grouping activities on the
03/15/11   basis of product DrorBcustomer
                                  Ratan Reddy,flow
                                               RGBS            26
                 FUNCTIONAL STRUCTURE
President
Chairman
      Director -           Executive
                            Director               Director -
        Agri-Group                                     Energy
                                                      Group
                                  Corp
                                  . Plg
 CEO          CEO                 Corp.     CEO                 CEO
             Agrichem              Fin      Thermal             Hydel
 Seeds
                                  Corp
           CEO      CEO           HR
                     FE
                                  Corp
           Urea
                                  Legal
Nargis
Urea
Seeds
Agrichem
FE
       Contract                                   Franchisee
     Manufacturing                                    Sales
       facility                                      agencies
                             CORPORATE
                             EXECUTIVE
                               GROUP
     Commissioned          Independent     R
                                                   Outsourced
      After Sales              & D and
                                                   transaction
       Services             Consultancy firm
                                                   processing
P R E S I D E N T & C E O
                                                                                                                                                                               P   R   E   S   I D        E   N   T
          V       P                   V   P                              V       P
  C   O       M       M   E   R F C I NI A A L N        C       EM           A       R       K       T .         P       R       O       C       E   S    S       O       W P NR EO RC E S           S         O W P NR EO R C E S           S     O W  N   E   R
                                                                                                             O       R       D       E       R       F   U    L       L   FO I RL MD E RN T G         E       N P E R R O A DT I U O C N T    D   E V E L   O    P
        • Flatter Structure
        • Change from function based to process based
        • Customer -centric structure
        • Flexible roles - Ameoba structures
        • Need for multiskilling
        • Lateral promotions for breadth of knowledge
        • Constant upgradation of competencies, skills
          & knowledge
        • People focus - the key driver
  • Linear sequence
  • Success depends on
    the stability of each
                                     R & Development
    stage of production
                                        Manufacturing
  • Non-performing                        Marketing
    units effect entire                       Sales
    effort                                       Service
• Flexible linkages
• Success depends on
                                                   R & D (U.S.)
  the dynamic                  Engineering
  exchange between               (India)
  units                                   Marketing      Customers
• Non-performing
  units are more easily          Manufacturing
                                    (Asia)
  replaced
                                                 Sales      Service
                                    It is a
                           combination of critical
              behaviours, traits, motives, knowledge, skills and
           applied thought which lead to excellence in performance
                       or which distinguishes superior
                         performance from average
                                 performance
           • VERBAL                      • MECHANICAL
           • NUMERICAL                   • ARTISTIC
           • SPATIAL                     • BUSINESS
           • PHYSICAL                    • TECHNICAL
                                          • SELF-
           • THINKING                       MANAGEMENT
           • INTERPERSONAL                • CUSTOMER-
                                            ORIENTATION
           • ORGANIZATIONAL
                                          • BUSINESS
           • TECHNICAL/
             OPERATIONAL                  • HUMAN
                                            RESOURCE
           • COMMUNICATION                  MANAGEMENT
                                          • LEADERSHIP
                                      RESPECTING OTHERS
  •IDENTIFYING LINKS                • SHARING
  • STRATEGIC THINKING                INFORMATION
  •GENERATING                       • BEING A TEAM-
  CREATIVE IDEAS                      PLAYER
  •ANALYZING                        • NETWORKING
  PROBLEMS                          • INFLUENCING
  •APPLYING COGNITIVE               • NEGOTIATING WIN-
  CAPABILITY                          WIN SITUATIONS
  •COMMITTING TO                    • DIPLOMACY
  ACTION
03/15/11               Dr B Ratan Reddy, •RGBS
                                           RESOLVING   CONFLICT   46
      ORGANIZATIONAL              TECHNICAL/ OPERATIONAL
                                    • ACTING WITH
  • ORAL
                                      CONFIDENCE
    COMMUNICATION
                                    • INITIATIVE
  • LISTENING
                                    • MANAGING OWN
  • WRITTEN
                                      LEARNING
    COMMUNICATION
                                    • DEMONSTRATING
  • SELLING THE
                                      FLEXIBILITY
    MESSAGE
                                    • BEING SELF-
  • COMMUNICATING IN
                                      MOTIVATED
    ONE’S SECOND
    OFFICIAL LANGUAGE
                                        • USING FINANCIAL
  • WORKING WITH                          INFORMATION
    CUSTOMERS                           • WORKING WITHIN THE
  • DELIVERING PRODUCTS &                 SYSTEM
    SERVICES                            • MAKING BUSINESS
  • FOLLOWING UP WITH                     DECISIONS
    CUSTOMERS                           • GENERATING REVENUE
  • CREATING RELATIONSHIPS              • USING BUSINESS ACUMEN
  • BUILDING PARTNERSHIPS
  • MARKETING PRODUCTS &
    SERVICES
  • COMMITTING TO QUALITY
  • MAKING A TEAM
  • MANAGING CHANGE                        • DEVELOPING A VISION
                                           • JOB-SPECIFIC
           • GENERAL KNOWLEDGE               KNOWLEDGE
           • PROFESSION-SPECIFIC           • LEVEL-SPECIFIC
             KNOWLEDGE                       KNOWLEDGE
                                           • ORGANIZATIONAL
                                             KNOWLEDGE
            PHYSICAL
           PROFICIENCY    PSYCHOPHYSICAL
                             CAPACITIES
       • STRENGTH
                                                    SENSORY
                          • STAMINA
       • COORDINATION                               ACTIVITY
                          • RESISTANCE TO
       • EQUILIBRIUM                              • VISUAL
                            STRESS
       • DEXTERITY                                • AUDITORY
                          • ENERGY
       • FLEXIBILITY                              • TACTILE
                          • HEALTH
       • PRECISION                                • OLFACTORY
                          • VIGILANCE
       • STATURE                                  • TASTE
                          • SELECTIVE
       • REACTION TIME      ATTENTION
       • ENDURANCE
03/15/11                 Dr B Ratan Reddy, RGBS                 52
            FOR                            FOR
      LEADERS/MANAGERS                 SUBORDINATES
    DIRECTIVE                       RECEPTIVE
   • DELEGATIVE                    • SELF-RELIANT
   • PARTICIPATIVE                 • COLLABORATIVE
   • CONSULTATIVE                  • INFORMATIVE
   • NEGOTIATIVE                   • RECIPROCATING
           • SOCIAL ORIENTATION
           • EMOTIONAL ORIENTATION
           • RELATIONSHIP ORIENTATION
           • GOAL ORIENTATION
           • EXPERIENTIAL ORIENTATION
              PRINCIPLES                                             BELIEFS
    Empowerment                                         Notions about reality which help individuals
    Encouragement,         Humility, Integrity,
                                                        make sense of their environment and help
     Excellence            Potential, Quality,
                                                        define casual links, such as control over the
       Fairness,           Service,
                                                        environment
    Growth,     Human      Trustworthiness
    Dignity, Honesty,
    Patience
                  VALUES                                       SPIRITUALITY
    Justice, Order,        Sense of
    Productivity,          accomplishment,              The search for meaning, being and purpose
    Security, Sincerity,   Relationships,               in all facets of life, including work
    Truth, Wealth,         Development of
    Fame, Respect,         talent, Effort,
    Learning               Generosity
PERSONAL DATA
1. NAME
2. AGE
5. SECTION
6. LOCATION
7. QUALIFICATION
YEARS MONTHS
Y O U R D IR E C T R ES PO N S IB IL IT IE S
WEEKLY
                                                                                                MONTHLY
           D IR E C T R E S P O N S IB IL IT IES O F S U B O R D IN A T E S R E P O R T IN G YO U
HALF YEARLY
                      KINDLY INDICATE THE KEY RESULT AREAS (KRA’S) / OBJECTIVES / TARGETS / GOALS
                          ASSOCIATED WITH YOUR JOB. MENTION QUANTITATIVE FIGURES WHEREVER
                                                        POSSIBLE
ANNUALLY
REFERENCE DEPARTMENT
SECTION
A. PURPOSEANDSCOPE
B. DUTIESANDRESPONSIBILITIES
C. DIMENSIONSOFTHEJOB
D. AUTHORITY
           E.     WORKCONTACTS
                  ♦ INTERNAL:
                  ♦ EXTERNAL:
F. REPORTINGRELATIONSHIP
G. SUPERVISORYRESPONSIBILITIES
H. WORKCONDITIONS
I. MINIMUMREQUIREMENTS
J. KEYRESULTAREAS(KRAs)
Socialisation Screening
Placement Interview
 COMPETENCIES PROFILE
 Behavioral                               Technical                            Managerial
     •Employment     Mandatory
     exchange
03/15/11                            Dr B Ratan Reddy, RGBS                                      70
                                                            Objective:
 Screening          To induct the best talent to meet business requirements keeping in view a long-term
                    perspective matching competencies with positions.
    •Layer-wise
                     Problem Solving         Likely to quickly locate, identify and resolve the real issues
    •Competencies                            behind apparent problems
      •Grade
                      Mis-alignment leads to :
      •Salary          Under / Over employment
•Equity  Burnout
                   Office timings
                   9.00 to 17.00
                   Off days on Sun
                   2nd & 4th Sat
                             Member identity
                   Job                               Organization
                             Group emphasis
             Individual                              Group
                               People focus
                  Task                               People
                             Unit integration
           Independent                               Interdependent
                                 Control
                 Loose                               Tight
                              Risk tolerance
                  Low                                High
                             Reward Criteria
           Performance                               Other
                            Conflict tolerance
                  Low                                High
                          Means-ends orientation
                Means                                Ends
                            Open-system focus
               Internal                              External
03/15/11                    Dr B Ratan Reddy, RGBS                    83
  CASE DISCUSSION ONE
  XYZ is a Urea manufacturing firm. There are extensive rules and regulations that
  employees are required to follow. Every employee has specific objectives to achieve in
  his job. Managers supervise employees closely to ensure that there are no deviations.
  People are allowed little discretion in doing their jobs. Employees are instructed to
  bring any unusual problems to their superior, who will then determine the solution. All
  employees are required to communicate through formal channels. The management has
  little confidence in the honesty or integrity of its employees and hence imposes very
  tight controls. Managers and employees alike tend to be hired by the organization early
  in their careers and rotated into and out of various departments on a regular basis. They
  are generalists rather than specialists. Effort, loyalty, cooperation, and avoidance of
  errors are highly rewarded
       What impact will the above have on          What impact will it have on employee
       its business strategy?                      productivity?
       How will it impact the organization         Are employees likely to be committed?
       structure?
                                                   What impact will it have on cost of
       How will it impact the skills and           production?
       competencies of employees?
                                                   What impact will it have on creativity?
        Are there likely to be any problems
        in hiring and retaining talented             What will employee morale be like?
03/15/11employees?                   Dr B Ratan Reddy, RGBS                                   84
  CASE DISCUSSION TWO
 ABC is a Urea manufacturing firm. There are few rules and regulations. Employees are
 seen as hard-working and trustworthy, and supervision is loose. Employees are
 encouraged to solve problems themselves but are free to consult their superiors when
 they need assistance. Top management downplays authority differences. Employees are
 encouraged to develop their unique special skills. Interpersonal and interdepartmental
 differences are seen as natural occurrences. Managers are evaluated not only on their
 department’s performance but also on how well their department coordinates its activities
 with other departments in the organization. Promotions and other valuable rewards go to
 the employees who make the greatest contribution to the organization, even when those
 employees have strange ideas, unusual personal mannerisms, or unconventional work
 habits.
     What impact will the above have on           What impact will it have on employee
     its business strategy?                       productivity?
     How will it impact the organization          Are employees likely to be committed?
     structure?
     How will it impact the skills and            What impact will it have on cost of
     competencies of employees?                   production?
     Are there likely to be any problems          What impact will it have on creativity?
     in hiring and retaining talentedDr B Ratan Reddy,
03/15/11                                          What  will employee morale be like?
                                                       RGBS                                85
     employees?
  CASE ANALYSES – SOME POINTS
Element    XYZ Limited                        ABC Limited
                         The
                    evaluation of
           an individual’s work performance
                in order to arrive at
                 objective personnel
                      decisions
       Compensation                             90     71
       Promotion                                47     25
       Performance Feedback                     21     30
       Training                                 19     10
       Documentation                            21     11
       Transfers                                0.7    8.0
       Human Resources Planning                 2.0    6.0
       Dismissal                                1.2    2.0
       Research                                  -     1.5
       Retrenchment                              -     0.3
       Performance Improvement                  26     55
03/15/11
           NO Dr B Ratan Reddy, RGBS   94
                  WHY?
Performance Review
     Potential                                Development
   Assessment                                    Needs
• Tangibles • Intangibles
Defining                                        Communicating
03/15/11               Dr B Ratan Reddy, RGBS                      99
rformance goals have to be
         SPECIFIC
         MEASURABLE
         AGREED (and ACHIEVABLE)
         REALISTIC (and RELEVANT)
         TIMED
   03/15/11         Dr B Ratan Reddy, RGBS   100
CHARACTERISTICS OF A GOOD APPRAISAL
           •Empathy
           •Warmth
           •Respect
           •Concreteness
           •Genuineness
           •Self disclosure
           •Confrontation
           •Immediacy of relationship
03/15/11           Dr B Ratan Reddy, RGBS   103
           Sequential Process of Performance
                       Counseling
     •Rapport Building
     •Listening / feeling concerns, problems
     •Empathy
     •Exploration
     •Problem Identification
     •Diagnosis
                                      News;                     News;
                                         Not                   Surprisin
                                     Surprisin                     g
                                          g
                                       Strengths               Devpt. Needs
03/15/11                                   Dr B Ratan Reddy, RGBS             106
                                        Your Perception
03/15/11   Dr B Ratan Reddy, RGBS   107
TRADITIONAL VS. CONTEMPORARY APPROACH
Set up the Plant within 18 months      Pay what will attract the          Key
                                       members of the Project team
20 % growth, compounded over thePay between the 40th . & 50th percentile
next 3 years                    of the industry average
              Individual       Team
              Incentive        Incentive
                Fixed Compensation
                •Rate for the job
                •Market Value of individual
03/15/11             Dr B Ratan Reddy, RGBS                       114
                  What          When             How          How much
INTRINSIC EXTRINSIC
                                                        Assigned                                         Performance
                                                        parking                    Preferred                                       Pay for time
                                                                                                           bonuses
                                                         spaces                   lunch hours                                      not worked
                                                                                                            Profit
              03/15/11                                      Dr B Ratan Reddy, RGBS                         Sharing                   121
   ANNUAL INCREMENTS                             OVERTIME
  Copied from the                       You scratch my back and I’ll
  Government/Public Sector              scratch yours
  No linkage to Strategy                Sudhakar Reddy syndrome
  implementation
                                        Nandu Bhayya syndrome
  Motivator ??
                   INCENTIVE SCHEMES
            Traditionally created by Industrial Engineers
            Misses the human element in most cases
03/15/11
            Salary for attendance,    incentive for work
                           Dr B Ratan Reddy, RGBS                      122
                                            PROMOTIONS
                                       Promote for potential, not for
                                       performance
                                       People grow to the level of
                                       their incompetence
      PERFORMANCE
      BONUSES/ESOPS                    Idiots get promoted to
                                       Management
 Align with Strategy
 implementation                              MISS
 Recognise individual as well            WORLD/UNIVERSE
 as team
                                       High people orientation
 Likely to build long-term
                                       Flatters the ego
 commitment
                                         Possibility of missing the wood
03/15/11                                 for the
                             Dr B Ratan Reddy,    trees
                                               RGBS                        123
             TEAM Vs
           INDIVIDUAL
                                              JOB SCULPTING
  Don’t talk team and reward
  individual                                 Aligns     job   to   the
                                             individual
  Balance between team and
  individual                                 Takes care of need for
                                             achievement
            BRIBERY
                                             Employee retention tool
  One upmanship
                                             Non monetary reward
  Enlightened self-interest
  “VRS” syndrome
03/15/11                      Dr B Ratan Reddy, RGBS                     124
     LONG SERVICE
       AWARDS
                                         RETENTION
                                           TOOL
                                          • Domestic Enquiry
                                                • Enquiry Officer &
   • Handling issues of                           Presenting Officer
     discipline                                 • Procedure – Charge,
           • Determine what is                    examination, cross-
                                                  examination, documents
            right
                                                • Enquiry report
           • Reporting indiscipline
                                                • Speaking orders
           • Charge sheet
                                                • Communication of
           • Issuing                              punishment
            communications
                                                • Suspension-pending
                                                  enquiry
                  •S A C K, only if appropriate
 03/15/11                   Dr B Ratan Reddy, RGBS                    135
    HANDLING ISSUES OF INDISCIPLINE -
    PROCESSindiscipline:
    Reporting
           •State what actually happened
           •Not what you think happened
     •Be specific:
           • On what day                       • What exact words did the
           • At what time                        person use
                    Enquiry report
                    Speaking orders
                    Show cause
                    Inflicting punishment
                    Suspension pending enquiry
Mini Demands:
   • Come under the guise of so-called Grievances
      • Often arise out of political considerations
           • Use of pending demands
      • Come under the guise of ‘non-financial’ demands
      • Meeting them results in a multiplier effect
      • Political one upmanship
      • Calls for ability to read between the lines
      • Genuine issues to be tackled judiciously
      • Have them taken up
03/15/11
                            under Charter of Demands
                        Dr B Ratan Reddy, RGBS            153
SOME POINTS                                    •Threats in ER
                                                    •Gherao
                                                    • Non-cooperation
•Dealing with the Banshee/s
                                                         •Jeedimetla
    • Raghurami Reddy                                    •Luther
      • the Volcano principle                       •Tool/Pen down
• Transactional analysis                            • Sloganeering
     • Ramesh                                       • Preventing persons from
                                                    entry
• Result orientation in meetings
                                                         • Patancheru
    • Agenda in advance
                                                    •Preventing despatches
      • Coming prepared
                                                         • Satwik Drugs
      • Bombay Labour Union
                                                    • Strike
      • Minutes and their re-
      confirmation                                  • No work- no pay
                                                    • Lock out
 The purpose of
 business is to
 achieve
 sustained/sustainable
 competitive
 advantage and earn
03/15/11     Dr B Ratan Reddy, RGBS   156
  For A Resource Or Capability To Produce
  Competitive Advantage It Must Be:
❂ VALUABLE
❂ RARE
❂ IMPERFECTLY IMITABLE
❂ NON-SUBSTITUTABLE
✌Economies of scale
           ✌Protected or Regulated
           markets
03/15/11               Dr B Ratan Reddy, RGBS   158
  Source         Is it         Is it rare? Is it costly to     Is it non-
                                                  imitate?   substitutable?
               valuable?
   Financial
  Resources
Economies of
      Scale
    Process
 Technology
 Protected /
  Regulated
03/15/11                 Dr B Ratan Reddy, RGBS                        159
    Markets
  CREATING COMPETITIVE ADVANTAGE
  THROUGH HR REQUIRES THAT IT DELIVERS
  THE FOLLOWING
  ✔ IT BUILDS RESOURCES AND CAPABILITIES
  THAT CREATE VALUE FOR THE ORGANIZATION
  ✔ THE RESOURCES AND CAPABILITIES MUST
  BE RARE
  ✔ THEY SHOULD BE DIFFICULT OR TOO
  COSTLY TO COPY, AND
  ✔ THE RESOURCES AND CAPABILITIES
  SHOULD NOT BE SUBSTITUTABLE WITH
  ANOTHER RESOURCE
03/15/11        Dr B Ratan Reddy, RGBS     160
                                                 3
                  INTELLECTUAL
                     CAPITAL
           OUR EMPLOYEES
              ARE OUR
           GREATEST ASSET
                                 REPLACE,                  REPLACE,
                                 LOW VALUE ADDED           HIGH VALUE ADDED
                                 EASY TO REPLACE,
                       Easy
                                                          EASY TO REPLACE,
                                 LOW VALUE ADDED          HIGH VALUE ADDED
                                      Low                          High
03/15/11
                                            Value Addition
                                          Dr B Ratan Reddy, RGBS              164
                Human Capital
                   Grid          DIFFICULT TO
                                 REPLACE,
                                                    DIFFICULT TO
                                                    REPLACE,
                     Difficult   LOW VALUE ADDED    HIGH VALUE ADDED
       Replacement
                                                    CAPITALI
                                 INFORMA            (HUMAN CAPITAL)
                                 TE TO REPLACE,
                                 EASY
                                                    ZE
                                                    EASY TO REPLACE,
                                 LOW VALUE ADDED    HIGH VALUE ADDED
                       Easy
                                                    DIFFERENTI
                                                    or
                                                    ATE
                                 AUTOMAT
                                 E                         OUTSOURC
                                      Low                       High
03/15/11
                                            Value Addition E
                                         Dr B Ratan Reddy, RGBS        165
         Human Capital
            Grid
             • Unskilled & Semi-
 EASY TO REPLACE,
               skilled workers
 LOW VALUE ADDED
                             • Easily substitutable
 Commodity Skills
                             • Company’s success does
 • not specific to any
                               not depend on them
  business
 • Easily obtainable         • Add no value to the
 • of equal value to all
                               customer
  businesses                 • Reduce
 • Typing, cheerful            numbers/Automate
   telephone manners,
03/15/11
   A/C maintenance         Dr B Ratan Reddy, RGBS       166
           Human Capital
  DIFFICULT TO
  REPLACE,
              Grid
               • Skilled factory workers,
                 experienced secretaries,
  LOW VALUE ADDED       Quality Assurance staff,
                        Internal Auditors,
                        Corporate
                        Communications staff
                       • Don’t add direct value to
                         customer
                        • Leverage their skills so
                          that they add more
                          information value that
03/15/11             Dr B Ratan Reddy, RGBS          167
                          benefits customers
           Human Capital
              Grid
               • People in outbound
EASY TO REPLACE,
HIGH VALUE ADDED logistics, information
                                systems
 Leveraged Skills
                              • Their work adds a lot of
 • not specific to any
                                value to customers
  business
 • more valuable to           • Outsource expertise that
  some businesses than          is not proprietary, or
  to others
                              • Use their skills to create
 • Largely industry
                                customized solutions
   specific
                                (Differentiation)
 •  Company
03/15/11         Law        Dr B Ratan Reddy, RGBS           168
     specialists Vs. CS’s
           Human Capital
  DIFFICULT
  TO REPLACE, Grid
               • Research Chemists, top
                 Sales Executives, Project
  HIGH VALUE ADDED            Managers, Movie stars
 Proprietary Skills         • Their talent & expertise
 • Company specific           attract customers
  skills                    • Invest in these “assets” and
 • In some cases, bases       make sure they stay with
  of IPR’s                    you
 • McKinsey’s expertise     • Their talent can be
   in strategy, Bose’s        leveraged to charge a
   expertise in Audio
                              premium
   equipment
03/15/11
                            • Creates tough entry barrier
                          Dr B Ratan Reddy, RGBS             169
 How to Build Human Capital
    • Define human capital in terms of what employees must know
      to serve customers better
    • Develop “Competency Maps” that indicate competencies
      require at each stage of the individual career path
    • Instead of ‘training’ people, offer them opportunities to learn
      skills they can use
    • Encourage “Communities of Practice”
    • Promote cross-fertilization among high-potential employees
      and experts in vital technologies
    • Reward improvement in systems and disciplines that are a
      part of the Company’s intellectual capital
03/15/11                     Dr B Ratan Reddy, RGBS                     170
  Road to Sustainable Competitive Advantage
                                                                                   Below
                                                                  Competitive
 No                  No            No               No                             average
                                                                  disadvantage
                                                                                   returns
                                                                  Competitive    Average
 Yes                 No            No               Yes/No        parity         returns
                                                                  Temporary      Average to
 Yes                 Yes           No               Yes/No        Competitive    above average
                                                                  advantage      returns
                                                                  Sustainable    Above
 Yes                 Yes           Yes                Yes         Competitive    average
       03/15/11                          Dr B Ratan Reddy, RGBS   advantage      returns 171
03/15/11   Dr B Ratan Reddy, RGBS   172