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148
Human Resource Management and Organizational Behavior
Pub/Rev Date ..................................... 2010 Chambers (Chambers), the Chairman and
SAS Inc.: Working the Good Life Case Length................................ 26 Pages CEO of Cisco, the company had reorganized
TN Length ..................................... 4 Pages to break free of the silo culture in the company
Abstract prior to 2001, so that it could remain agile and
The case discusses the employee-friendly Orient Marketing Pvt. Ltd: innovative in a rapidly changing industry.
policies and practices of SAS Inc. (SAS), the A Case Study in The company felt that the traditional command-
largest private organization selling analytical and-control model had lost its relevance, and
statistical software. From its inception in the Business Communication the future would be about collaborate models
mid-1970s, the company's co-founder and of decision making. He also claimed that the
CEO, Jim Goodnight, had created an Abstract new organizational model had served the
employee-centric corporate culture. The This case study details the predicament faced company well and helped implement its
company always worked on the ideology by Nand Kumar, who worked as a Marketing aggressive growth strategy amidst the
that satisfied employees resulted in satisfied Manager in a consumer packaged goods economic downturn.
customers. To create a satisfied work force, company. Industry observers and organizational experts
SAS had always focused on two aspects of Aggrieved at the cost-cutting measures were divided in their opinion about Cisco's
work culture - work life balance and work life introduced at the company, Kumar shot off an organizational structure and approach to
benefits. Moreover, the company CEO did email to the CEO of the company. decision making. While some industry
not want to make the company public even if observers felt that such a model was effective,
that meant more profits for the company. Now, after receiving the response from the others felt that the management-by-committee
According to Goodnight, going public would CEO, he wondered whether he had approach would slow down decision making
have destroyed the company's employee- approached the issue in the right way and impede innovation. Some experts were
focused organizational culture as it would then Issues extremely critical of Cisco's organizational
have to work under the pressure of Understand the communication process. model. But others believed that if Cisco could
shareholders. further refine the model by addressing some
The case discusses in detail the employee- Understand the issues related to different forms of the lacunae associated with it, it could very
friendly policies of SAS and the benefits and of communication -- viz. oral communication, well be adopted more widely and be accepted
perks the employees enjoyed while working written communication and the as a radical management innovation.
in SAS. Experts suggested that the SAS appropriateness of each form of Issues
business model depicted that employee communication in different situations. Understand the various issues and challenges
loyalty and customer satisfaction were Understand the pros and cons of using different associated with organizational design.
interlinked and that this was the secret behind types of media such as telephone, email, Discuss the pros and cons of different types
the company's success. etc. of organizational structures and in the light of
The company said that it considered Understand the issues in written this analysis, critically analyze Cisco's
employee perks as long-term investment in communication and develop skills in this area. organizational structure.
creative capital and not as employee retention Discuss the pros and cons of Cisco's
costs. Analysts said that this philosophy had Reference Numbers approach to decision making.
provided SAS with a competitive edge even ICMR...................................... HROB 133
during the economic downturn. However, ECCH........................................................ Discuss ways in which the organizational
critics contended that many of the work life model at Cisco can be improved further.
initiatives and employee perks were Organization(s) ............................................
unnecessary expenses. Countries .............................................. India Reference Numbers
Issues Industry.................... Consumer Packaged ICMR...................................... HROB 132
Goods ECCH...................................... 410-040-1
Understand the importance of work life balance Pub/Rev Date ..................................... 2010
and employee benefits, particularly in the Case Length.................................. 5 Pages Organization(s) ......... Cisco Systems, Inc
knowledge-based industry. TN Length .................................................... Countries ..................................US / Global
Study the corporate culture at SAS and its Industry................. Information Technology
employee-centric policies. Cisco's Organizational Structure Pub/Rev Date ..................................... 2010
Analyze the various work life balance and and its Collaborative Approach Case Length............................. 25 5 Pages
work life benefits offered by SAS to its to Decision Making TN Length ....................................... Pages
employees and how these contribute to
reduced employee turnover and job Employer Branding Initiatives
satisfaction. Abstract of the US Army
Understand how the employee-centric policies Cisco Systems, Inc. (Cisco), an Internet
and practices contributed to the business technology company, had an organizational Abstract
success of SAS. structure comprising of various cross-
Explore strategies that SAS could adopt in the functional teams. The key decisions in the This case is about the employer branding
future in the HR area. company were taken by councils, boards initiatives adopted by the US Army. Since the
and working groups. These committees early 1970s, the US Army had been known
Reference Numbers (around 60 as of 2009) working at different for its recruitment efforts that aimed to
levels were cross-functional in nature, and encourage people to take up a career with it.
ICMR...................................... HROB 134 according to the company, lent Cisco speed, Experts felt that it was one of the first
ECCH...................................... 410-072-1 scale, flexibility, and rapid replication. organizations to practice employer branding
Organization(s) ............................ SAS Inc. Cisco had made the shift to this type of more than a decade before the term 'employer
Countries .................................. US / Global organizational structure in 2001 and had refined brand' was coined. However, recruiting for
Industry................. Information Technology it in subsequent years. According to John T. the US Army became a challenge with the
country engaged in wars in Afghanistan and
149
Human Resource Management and Organizational Behavior
Iraq. Moreover, the recruiters also had to Sony Corporation - Pub/Rev Date ..................................... 2010
overcome certain misperceptions held by Case Length................................ 19 Pages
young Americans about considering a career Future Tense? TN Length ................................... 17 Pages
in the US Army. This the US Army did by
taking various initiatives that included Abstract Employee Motivation and
recruitment advertising campaigns such as Sony, the Japan-based multinational Retention Strategies at
the 'Army Strong' campaign and the conglomerate, is one of the leading
'Officership' campaign that strove to showcase manufacturers of consumer electronics Microsoft Corporation
the benefits of a career with the Army. devices and information technology products.
These noteworthy campaigns were Sony was responsible for introducing path Abstract
supported by innovative recruitment tools breaking products like the Walkman, the The case examines the employee motivation
such as the 'America's Army' game, Virtual Discman, and the PlayStation gaming and retention strategies of the US based
Army Experience, and the Army Experience console, among others. But in the late 1990s, Microsoft Corporation (Microsoft). Since its
Center that aimed to bridge the divide between it lost its leadership position in many product inception, Microsoft was appreciated for its
people's perceptions of the Army and the real lines in which it was operating. Analysts employee-friendly HR practices. However,
experience of people actually working for the attributed this to the silo culture prevailing in during the late 1990s, as the company was
US Army. the organization. Each of the departments growing rapidly in size, it lost the popular
Experts felt that these campaigns and functioned like different fiefdoms, hardly elements of its work culture. Moreover,
experiential marketing initiatives had led to cooperating with each other, even when it several racial discrimination lawsuits and
an increase in recruitment numbers in the US was necessary. Moreover, Sony's growing antitrust proceedings affected the company's
Army and had also enhanced its employer complacency led to its failing to recognize the corporate image and financial performance
brand. While some experts appreciated the growing popularity of new technologies and adversely. In the early 2000s, in order to
US Army's recruitment advertising digital products and the company choosing to improve its profit margins, Microsoft started
campaigns and its use of experiential stick to its proprietary formats. Sony was cutting several employee benefits, which
marketing as a promotion tool, these initiatives caught off-guard and tried to revive itself under demotivated its employees. To boost the
also attracted criticism from certain quarters. the guidance of its first non-Japanese head employee morale, in 2006, Steve Ballmer,
Critics contended that the US Army was Howard Stringer, who took over as the CEO the then CEO of Microsoft, appointed Lisa
duping young Americans with their advertising in 2005. For a couple of years, Sony appeared Brummel as the Senior Vice-president of HR.
and recruitment tools by projecting the career to be on the path to revival. However, for the After taking charge, Brummel announced a
in the Army as a fun-filled and thrilling fiscal year ending March 2009, the company plan to significantly revamp some of the
experience - something that was far removed reported a loss. Sony's failure to bring out existing HR management practices at the
from reality. innovative products in spite of having the company. She announced a plan named
Issues required competencies was one of the main 'myMicrosoft,' which included developing
Understand the importance of employer reasons for the company's problems, and appropriate systems to enhance
branding and its relationship to the ability of analysts attributed it to the existing culture in communication between the employees and
an organization to attract and retain talent. the company. In February 2009, with the aim the HR department, making changes in the
of addressing the issue of its silo culture, company's performance review system,
Evaluate the employer branding initiatives Stringer announced a reorganization that introducing several new employee benefits,
taken by the US Army to bridge the gap involved changes in the organization and designing new workplaces in an effort to
between people's misperceptions about the structure. Through this reorganization, he attract and retain employees. The case
US Army and the real experiences of being sought to transform Sony into an innovative analyzes in detail the HR initiatives taken by
an Army officer. and agile company. However, it remains to Brummel. It ends with a discussion on the
Understand the issues and challenges in be seen whether the reorganization can bring benefits realized from the initiatives
planning and implementing an employer Sony out of its problems. implemented by her.
branding initiative. Issues Issues
Understand how experiential marketing can Examine the challenges faced by Sony in a Study the corporate culture and HR practices
be effectively used as part of an employer competitive global business environment. at Microsoft.
branding initiative. Understand the importance of organizational Analyze the problems faced by Microsoft on
Explore strategies that the US Army can adopt culture in effectively executing an HR front during the late 1990s and early 2000s.
in the future to enhance its employer brand. organization's strategy. Evaluate the measures taken by Brummel to
Analyze how Sony can make its products motivate employees.
Reference Numbers competitive and foster innovation. Discuss the benefits of the strategies
ICMR...................................... HROB 131 Examine the efficacy of the reorganization implemented by Brummel.
ECCH...................................... 410-041-1 program initiated by Stringer in turning around Appreciate the importance of recruiting the
Organization(s) ............................ US Army Sony and solving its problem relating to the right people for a particular job.
Countries ................................................ US silo culture.
Industry................................... Government Analyze other measures that need to be taken Reference Numbers
Pub/Rev Date ..................................... 2010 by Stringer to restore profitability of Sony. ICMR...................................... HROB 129
Case Length................................ 28 Pages ECCH...................................... 410-033-1
TN Length ..................................... 5 Pages Reference Numbers Organization(s) ...... Microsoft Corporation
ICMR...................................... HROB 130 Countries ................................................ US
ECCH...................................... 410-029-1 Industry..................................................... IT
www.icmrindia.org Organization(s) ..............Sony Corporation Pub/Rev Date ..................................... 2010
Countries ........................................... Japan Case Length................................ 15 Pages
Industry................... Consumer Electronics TN Length ..................................... 4 Pages
150
Human Resource Management and Organizational Behavior
Recruitment and Training at employee morale. The company also had a Reindl worked closely to put talent
well planned employee retention strategy management up as a key priority on the
JetBlue Airways which was considered among the best in the company's agenda and wove it into the
industry. It offered various benefits to its company's business strategy. The talent
Abstract employees including health insurance, management initiatives at Edwards included
The case examines the recruitment and ESOPs, flexible working hours, discounts on a meticulous process to identify the
training practices at the US-based JetBlue several products and services etc. The company's mission critical jobs, talent
Airways (JetBlue), which helped it to maintain company also promoted corporate diversity. acquisition, succession planning, training and
exceptional customer service levels. The The case ends with a discussion on the development, and evaluation. The company
company was founded in 1999 by David challenges before Microsoft to continue its also developed a unique culture that helped it
Neeleman. The company's culture was built employee friendly HR practices in realize its organizational objectives and
around five values - Safety, Caring, Integrity, recessionary times where its customers are promote a performance culture. Experts felt
Fun and Passion. Since inception, the cutting back on IT expenditure adversely that the Edwards's talent management process
company encouraged employees to give affecting its revenues and profitability. had resulted in the company gaining a
suggestions for improving its services and Issues competitive advantage.
all employees were treated equally. While Study the organizational culture and HR Issues
recruiting people, JetBlue essentially looked practices at Microsoft. Understand the issues and challenges in talent
for people with positive attitude and who were Examine how a company's culture can management.
highly focused on customer service. The case contribute in boosting employee morale. Study the talent management processes of
examines different recruitment practices that Understand the retention strategies adopted Edwards Lifesciences.
existed in the company for in-flight crew and by Microsoft. Understand how talent management helped
pilots. The details of training resources and foster innovation at Edwards Lifesciences.
different training programs for flight attendants Analyze the challenges faced by Microsoft
and managers in the company are also on the HR front in recessionary times. Understand how effective talent management
discussed. The case ends with a discussion can lead to a competitive advantage.
on the benefits JetBlue derived through its Reference Numbers
recruitment and training practices. ICMR...................................... HROB 127 Reference Numbers
Issues ECCH...................................... 410-027-1 ICMR...................................... HROB 126
Understand the unique aspects of JetBlue's Organization(s) ...... Microsoft Corporation ECCH...................................... 410-005-1
culture. Countries ................................................ US Organization(s) ......Edwards Lifesciences
Analyze the recruitment and training practices Industry..................................................... IT Corp
at JetBlue. Pub/Rev Date ..................................... 2010 Countries ..................................US / Global
Examine the training resources developed Case Length................................ 13 Pages Industry....................... Healthcare/ Medical
by JetBlue. TN Length ..................................... 3 Pages Technology
Understand how training programs can be Pub/Rev Date ..................................... 2009
designed based on the specific needs of a Edwards Lifesciences' Talent Case Length................................ 17 Pages
company. Management Practices: Creating TN Length ..................................... 3 Pages
Appreciate the importance of recruiting the a Competitive Advantage Performance Appraisal and
right people for a particular job.
Abstract Review at the Zoological Society
Reference Numbers of San Diego
ICMR...................................... HROB 128 This case discusses the talent management
ECCH...................................... 410-026-1 processes of Edwards Lifesciences Corp. Abstract
Organization(s) ............................... JetBlue (Edwards), the world's leading heart valves
and hemodynamic monitoring company. It This case is about Zoological Society of San
Countries ................................................ US also discusses how having talent in key areas Diego (ZSSD), a nonprofit organization that
Industry............................................ Airlines helps foster innovation in the company and operated the San Diego Zoo, the San Diego
Pub/Rev Date ..................................... 2010 results in it obtaining a competitive advantage. Zoo's Wild Animal Park, and San Diego Zoo's
Case Length................................ 17 Pages Since Edwards was spun off from Baxter Institute for Conservation Research, and how
TN Length ..................................... 4 Pages International Inc. (Baxter) in 2000, the it implemented a new online employee
company showed good business performance management system. Before
Microsoft Corporation - performance with a consistent rise in this, ZSSD did not have an effective system
revenues and increase in its stock prices. It for employee performance. Appraisal was
Best Practices in came out with many innovative products that almost non-existent in the organization with it
Human Resource Management helped it hold its own in a highly competitive being given a low priority. The organization
industry with many competitors that were had a paper-based system, but there were
Abstract much larger. The company's Chairman and no consequences for not filling up the forms
CEO, Michael A. Mussallem (Mussallem), and sending it to the HR department. In 2005,
The case examines the best practices in and its Corporate Vice President, Human as part of ZSSD's new strategic plan, the
human resource management (HRM) at the Resources, Robert C. Reindl (Reindl), saw organization decided to lay emphasis on
US based Microsoft Corporation (Microsoft). a good correlation between its innovation and employee accountability and a make a shift
The company was ranked 38th in the business performance and the company's its to pay-for-performance system that was tied
Fortune's list of '100 Best Companies to Work rich pool of talent. While the talent management to goals. The HR team led by the new HR
For' published in January 2009. Microsoft processes at Edwards started taking shape Director Tim Mulligan (Mulligan) decided to
had a strong organizational culture which even before it was spun off in 2000, after opt for an online employee performance
supported work /life balance and helped boost obtaining its new identity, Mussallem and management system - Halogen eAppraisal.
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Human Resource Management and Organizational Behavior
As per the new system, each employee was opportunities and employability security, capability and strengthening employee
rated on two categories - goals and leadership compensation, and benefits offered to the engagement to leverage the limited human
competencies. The goals flowed from the employees by the company. The case resources to achieve the company’s mission.
overall organizational objectives while the explains how Apple fostered a culture of According to Microsoft India’s HR growth
organization had involved managers in secrecy. The demand for absolute secrecy model, HR was ultimately expected to be a
identifying the required leadership and insistence on control were infused into change leader and business driver. Set in a
competencies. After rolling out the new system the company culture right from the beginning. context of a challenging global business
in a phased manner, ZSSD said that the new The various dysfunctional aspects of Apple's environment, this case discusses the talent
system had not only resulted in 100 percent culture which led the company to the brink of management and employee retention
completion rate of performance appraisals, disaster are also discussed. While some practices at Microsoft India, and its use of HR
the system had also helped the organization appreciated Apple's culture saying that it metrics to build accountability of the HR
transform its culture and increase employee valued creative people, others felt that it was function toward business success.
accountability. dysfunctional from a management standpoint Issues
Issues and was largely influenced by its CEO Steve
Jobs (Jobs) who had a very quirky style. The HR function as a change leader and
Understand the issues and challenges in Experts felt that Apple's obsession with business driver.
employee performance appraisal and maintaining secrecy could hurt the company Aligning local HR practices to the corporate
performance management. and its brand in the new milieu. They felt that mission and global/local business
Analyze ZSSD's new performance appraisal the biggest challenge for Apple was to move environment.
system that rated employees on goals and out from under the shadow of Jobs. The Talent management and employee retention
leadership competencies. performance of the company in his absence in the Indian IT industry.
Analyze the respective advantages and was a key concern for all stakeholders, they Managing knowledge workers and their work-
disadvantages of using a paper-based said. The case concludes by discussing life balance.
performance appraisal system and online whether a change in the company's culture
performance appraisal system. is required to remain competitiveness in the HR metrics and Return on Investment (RoI).
long run.
Reference Numbers Issues Reference Numbers
ICMR...................................... HROB 125 Study the key aspects of Apple's corporate ICMR...................................... HROB 123
ECCH...................................... 410-004-1 culture. ECCH...................................... 410-006-1
Organization(s) The Zoological Society of Understand how its culture contributed to the Organization(s) .................. Microsoft India
San Diego success of the company. Corporation Pvt. Ltd.
Countries ................................................ US Identify the functional and dysfunctional Countries .............................................. India
Industry.......................... Entertainment and aspects of Apple's corporate culture. Industry................ Computers, IT and ITeS
Recreation Discuss and debate whether the prevalent Pub/Rev Date ..................................... 2009
Pub/Rev Date ..................................... 2009 culture at Apple needed to change to reflect Case Length................................ 16 Pages
Case Length................................. 11 Pages today's realities and for the long term. TN Length ..................................... 5 Pages
TN Length ..................................... 3 Pages Explore ways in which the company could
address this issue. Axis Bank:
Apple Inc.'s Corporate Culture: The Succession Planning Fiasco
The Good, the Bad and the Ugly Reference Numbers
ICMR...................................... HROB 124 Abstract
Abstract ECCH...................................... 409-093-1 This case discusses the issue of succession
This case is about US-based consumer Organization(s) ......................... Apple, Inc. at Axis Bank Ltd. (Axis Bank), India’s third
electronics company Apple, Inc's (Apple), Countries .............................................. USA largest private sector bank. The case details
known for its ability to come out with path- Industry................... Consumer Electronics the growth of Axis Bank under Pangal
breaking products. Experts have associated Pub/Rev Date ..................................... 2009 Jayendra Nayak (Nayak) the CMD of the
the innovation at Apple with its corporate Case Length................................ 25 Pages bank from January 1, 2000 to April 20, 2009.
culture. The case discusses in detail the TN Length ..................................... 5 Pages Analysts credited him with taking the bank to
corporate culture at Apple. At Apple, the work a new level during his tenure. However,
culture was driven by a passion for new Nayak also attracted criticism for his failure to
products with no end to challenges and Microsoft India's HR Practices identify and groom an able successor to lead
opportunities. The case discusses how Apple the bank after the end of his tenure. In early
became the pioneer of the "Work Hard Play Abstract 2009, the board of the Axis Bank initiated the
Hard" ethic. The corporate culture at Apple succession planning process and hired a
was exemplified by its intense work ethics. Microsoft started its Indian operations in the global HR firm, Egon Zehnder International to
Though the work environment was relaxed year 1990 setting up Microsoft India identify the new CEO. After many months of
and casual, there was a very strong Corporation (Pvt) Ltd in New Delhi. Later, scouting and intense media speculation about
commitment to deadlines. Analysts Microsoft expanded its footprint in India by Nayak’s successor, the Axis Bank board
summarized the work culture at Apple as bringing all its six main units of business into zeroed in upon Shikha Sharma (Sharma), the
"fun, yet demanding". The case talks about the country. The headcount at Microsoft India then CEO and chairman of ICICI Prudential
how employees at Apple had to run their own Development Center (MSIDC) at Hyderabad Life Insurance Company Ltd., as the new
show and work in a challenging and creative grew from 20 in 1998 to more than 1,500 by CEO and MD of Axis Bank. The decision
environment. Apple adopted a style that was the end of 2008, making it the company’s was opposed by Nayak as he reportedly
not too formal or hierarchical and a more second biggest development center in the wanted an insider to succeed him. According
results-driven approach which worked best world. Microsoft India’s HR strategy was to Nayak, Sharma did not have the relevant
for them. The case also focuses on the career focused on building the organizational banking experience to take up the position
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