3rd Global Summit on Management Cases was initiated yesterday with a colossal inaugural ceremony in VW, Raipur. Moving forward in its endeavor of establishing itself as a world-class research based institute, IIM Raipur in association with ET cases is holding the two-day summit. The main objective of the summit is to create a reservoir of Indian cases which can help the young minds to prepare themselves for the challenges inherent in the Indian context. A one of its kind event, the summit intends to build a platform for case writers, academicians and business practitioners to gather and present cases in the area of business and management. Through this summit, IIM Raipur seeks to establish a synergy between corporate and academia to expedite a better environment of problem solving. It also provides ample opportunities to share ideas, to improve case writing skills besides facilitating meeting of new colleagues.
Eminent personalities across the globe graced the inaugural ceremony with their presence. Notable among them were Mr.RajeevKarwal, Founder & CEO, Milagrow and Mr.RohitSuri, Chief HR & Talent Officer, South Asia, GroupM.
Professor B.S.Sahay, Director IIM Raipur, expressed his heart felt gratitude towards all the esteemed guests, case presenters, faculties and the students of IIM Raipur for making the summit possible. He said that the key purpose of having this summit is to encourage the Indian cases presented by various institutes of the country. Management education these days is case based in most of the premier institutes. The case method is an instructor-guided learning tool that engages the student in finding solutions to real problems in a structured and informed way by analyzing all given factors in a simulated environment. There are around forty five subjects taught to PGP students in the course of two years requiring at least ten cases for each subject. All these cases come at an enormous cost, for instance IIM Raipur spends around one crore rupees each year in buying cases from foreign universities. Although it is important to have foreign case studies to broaden the perspective of the students, having thorough knowledge of Indian business is also a necessity.
Mr. Rajeev Karwal was the chief guest of the event. He is an Indian businessman and is credited with bringing LG Corp to India in 1997. Karwal also served as the CEO of Electrolux Kelvinator and also of Reliance Retail. He is an alumnus of Institute of Management Technology, Ghiaziabad. Presenetly he is the founder and CEO of Milagrow. In the inaugural address he expressed that it is high time we start using our indigenous case studies for management education. He shared his personal experience of how he dealt with management crisis in the organization he worked for. “When I started working with Onida, there were very few Indian competitors and amongst these brands, Onida was the only one which focused on brand building. Under his guidance Onida launched an ad campaign with the caption “Neighbor’s envy, Owner’s Pride” which proved to be a huge success. Further, he played a great role in the uplifting of the brand by introducing a strategy of pricing the product 20-25% above the market rate which created a perception of high quality products in the minds of the consumers.” He also contributed towards the success of LG by positioning all the products with the primary focus on health whereas all the other brands in the industry focused only on offering low prices. He also launched LG on a Pan India level in just 4 months, the initial completion time for which was expected to be 5 years.
On the occasion, two books named Select Management having 25 cases and Cases in Management having 19 cases were released by the esteemed guests along with faculties from IIM Rapiur. For publication of these books, cases were invited from faculties, researchers, practitioners and consultants across India. IIM Raipur received overwhelming response from the case authors all over India and from premier institutes like IIM Indore, IIM Ahmedabad, IIM Kashipur, IIM Udaipur, NIFTs and IIT Bombay. The list of authors includes acadamecians, research scholars and industrialists from all the functional areas of management including: marketing, finance, human resource management, information and communication technology, operation management, strategy and general management and other related areas. Amongst the 150 cases received, 100 cases were accepted, after double-blind peer review few were selected. Those selected cases have been published in the form of these two books.
Prof.PRSSarma, Co-Chair of the summit, delivered the vote of thanks in which he thanked the chief guest for his inspiring words, Mr.RohitSuri for gracing the summit, Director for his guidance, ET cases for publishing the two books and case presenters for their active participation.
Inaugural session was followed by a panel discussion on the topic ‘Making Management Relevant: Learning through Relevant Cases’. The panel discussion was moderated by Prof. Vinita Sahay. MrRohitSuri and Mr Rajeev Karwal were the panelists. MrSuri said, “Presenting a case study is an opportunity for any institute to attract visibility on the global platform and the institute that manages it to do on a regular basis will certainly feature in the ‘top 5’ of the country.” MrKarwal shared that, “For the institutes being able to write case studies, the corporate will have to share its successes as well as failures without any hesitation.” The panel discussion was followed by two technical sessions. The first technical session was on Strategic Management and was chaired by Prof Salman Ali of IIM Raipur. Titles of cases presented in the first session are as follows, Spicejet Airlines in 2016: Will it sustain profitability?; Organizing the unorganized: A case on systematic garbage collection; Sun Pharma- Ranbaxy merger: Understanding Cumulative Abnormal Return; Start-up Dilemma: A case of Rajshree Medical Institute; Fraud Management Techniques at the Urban Cooperative Bank, Bareilly; PatanjaliAyurved Limited: a local player causing threat to multi-nationals and The eagle has signed off its time to brave the rats now. In the second technical session, Skills Gap Analysis: a case of Faridabad Industries in India; Are organizations keeping the promise of employee engagement; The Black Swan: A saga of Inspired Leadership Intervention; Enhancing and Exploring Human Resources in Hospital Services: Issues and Solutions; TendJoints: Creating Community culture in corporate; Man Vs Machine: a case of Wipro and Pyramid on a shaky ground were presented. The Summit is one of the steps by IIM Raipur to position itself as a Research based Institute. To pursue this cause, they started their Fellowship program in 2012. It prides itself as the sole program in the country that mandates the program participants- research scholars, as a part of curriculum, to write a primary company based case. It contributes to the knowledge capital of the country. The Summit is an Endeavour to fill up the gap of demand and supply dynamics of cases in management in the Indian context. This Summit is a great opportunity for academicians, research scholars, corporate executives & practitioners to interact and network with top case authors and senior professors. This is also an opportunity to know about the contemporary practices in management case writing and case handling in the class