Complete Re-do Ob

8/2/2019 Complete Re-do Ob

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TABLE OF CONTENTS

1. Introduction...........................................................................................3

2. Company Information- TCS..................................................................4

3. Organizational Structure Issues.............................................................6

3.1 Critical Evaluation/ Analyses..............................................................7

3.2 Actual Evaluation of Organisational Structure Issues in TCS.............10

4. Organizational Development Issues......................................................13


4.2 Actual Evaluation of Organizational Development Issues in TCS......17

5. Motivation Issue Faced by TCS............................................................18


6. Corporate Social Responsibility Issue...................................................23


6.2 Actual Evaluation of CSR Issue in TCS..............................................27

7. Stress Management Issue......................................................................29


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7.1 Critical Evaluation/ Analyses.............................................................30

7.2 Actual Evaluation of Stress Management Issue in TCS.....................33

8. Recommendations...............................................................................33

9. Conclusion..........................................................................................35

10. References.........................................................................................36


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EXECUTIVE SUMMARY

The purpose of this assignment is to analyse and evaluate the issues of Tata consultancy

services such as Organisational structure, Organisational development, Motivation, Customer

Social responsibility, Stress management, Personality using innovation, commitment to

knowledge management and technological excellence in the company for achieving

revenue, business growth, employee satisfaction and customer centric business. The issues

are critically evaluated by using various theories and models and followed by the measures to

be taken and the recommendations are given for each topic on which there are issues in the

organization.

1. INTRODUCTION:

Organisation behaviour is defined by Stephen P. Robbins as a field of study that investigates

the impact the individuals, groups and structure have on behaviour within the organisations

for the purpose of applying such knowledge toward improving Organisations effectiveness.

Organisation consists of a set of people working collectively as a team to achieve a target,

under the realms of principles of organisation. Organisation Behaviour leads to study the

application of the knowledge in a systematic way to analyse the working, chiefly developed

within the organisation, its methodisation , the individuals and the groups working in that

pact. Organization behaviour interprets the people-organisation relationship building within

the organisation and within the social equipment.

(Stephen.P.robbins,2006,p-20)


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2. COMPANY INFORMATIONTATA CONSULTANCY SERVICES:

Tata Consultancy Services (TCS) established in 1968, is one of the world's leading IT

services,business solutions,and outsourcing organisation.It is a part of the TATA group which

is most respected brands globally.Tcs has around 19,8500 of worlds best trained IT

consultants in 42 countries.It has grown to its current position on the basis of its outstanding

service record,collaborative partnerships,corporate responsibility,Global Network Delivery

Model (which is recognized as the benchmark of excellence in software development),

Innovation Network, and Solution Accelerators.

Company

Head quarters

TATA CONSULTANCY SERVICES

MUMBAI,INDIA

Type Public company

Found 1968

CEO RATAN TATA

Foreign locations

Products offered IT Services,infrastructure,Enterprise

SolutionsConsulting,Platform BPO

solutions,Business Intelligence &
http://www.tcs.com/m/IT_Services.aspxhttp://www.tcs.com/m/Enterprise_Solutions.aspxhttp://www.tcs.com/m/Enterprise_Solutions.aspxhttp://www.tcs.com/m/Consulting.aspxhttp://www.tcs.com/m/Platform_BPO_solutions.aspxhttp://www.tcs.com/m/Platform_BPO_solutions.aspxhttp://www.tcs.com/m/Business_Intelligence_Performance_Management.aspxhttp://www.tcs.com/m/Business_Intelligence_Performance_Management.aspxhttp://www.tcs.com/m/Platform_BPO_solutions.aspxhttp://www.tcs.com/m/Platform_BPO_solutions.aspxhttp://www.tcs.com/m/Consulting.aspxhttp://www.tcs.com/m/Enterprise_Solutions.aspxhttp://www.tcs.com/m/Enterprise_Solutions.aspxhttp://www.tcs.com/m/IT_Services.aspx


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Performance Management,Engineering &

Industrial Services,Small and Medium

Business,Connected Marketing

Solutions,TCS BaNCS,TCS Technology

Products

Industries

Banking & Financial ServicesEnergy,

Resources &

Utilities,Government,Healthcare &

Lifesciences,High

Tech,Insurance,ManufacturingMedia &

Information Services,Retail & Consumer

Products Solutions,TelecomTravel,

Transportation & Hospitality

Revenue U.S$8.35billion in 2010

Awards TCS named a Leader in Analyst Firms

Magic Quadrant for International Retail Core

Banking 2011.

TCS BaNCS retains its position as Global

Challenger in Independent Research Firms

Report(2011).

Standard Chartered and TCS win Best

Trading Back Office Project Award.

TCS BaNCS Securities Settlement, Payments
http://www.tcs.com/m/Business_Intelligence_Performance_Management.aspxhttp://www.tcs.com/m/Business_Intelligence_Performance_Management.aspxhttp://www.tcs.com/m/Engineering_Industrial_Services.aspxhttp://www.tcs.com/m/Engineering_Industrial_Services.aspxhttp://www.tcs.com/m/Small_Medium_Business.aspxhttp://www.tcs.com/m/Small_Medium_Business.aspxhttp://www.tcs.com/m/Connected_Marketing_Solutions.aspxhttp://www.tcs.com/m/Connected_Marketing_Solutions.aspxhttp://www.tcs.com/m/TCS_Bancs.aspxhttp://www.tcs.com/m/TCS_Technology_Products.aspxhttp://www.tcs.com/m/TCS_Technology_Products.aspxhttp://www.tcs.com/m/Banking_Financial_Services.aspxhttp://www.tcs.com/m/Energy_Resources_Utilities.aspxhttp://www.tcs.com/m/Energy_Resources_Utilities.aspxhttp://www.tcs.com/m/Government.aspxhttp://www.tcs.com/m/Healthcare_Lifesciences.aspxhttp://www.tcs.com/m/Healthcare_Lifesciences.aspxhttp://www.tcs.com/m/High_Tech.aspxhttp://www.tcs.com/m/High_Tech.aspxhttp://www.tcs.com/m/Insurance.aspxhttp://www.tcs.com/m/Manufacturing.aspxhttp://www.tcs.com/m/Media_Information_Services.aspxhttp://www.tcs.com/m/Retail_Consumer_Products_Solutions.aspxhttp://www.tcs.com/m/Retail_Consumer_Products_Solutions.aspxhttp://www.tcs.com/m/Telecom.aspxhttp://www.tcs.com/m/Travel_Transportation_Hospitality.aspxhttp://www.tcs.com/news_events/analyst_reports/Pages/Magic_Quadrant_IRCB_2011.aspxhttp://www.tcs.com/news_events/analyst_reports/Pages/Magic_Quadrant_IRCB_2011.aspxhttp://www.tcs.com/news_events/analyst_reports/Pages/Magic_Quadrant_IRCB_2011.aspxhttp://www.tcs.com/news_events/press_releases/Pages/TCS-BaNCS-Global-Challenger-Independent-Research-Firm-Report.aspxhttp://www.tcs.com/news_events/press_releases/Pages/TCS-BaNCS-Global-Challenger-Independent-Research-Firm-Report.aspxhttp://www.tcs.com/news_events/press_releases/Pages/TCS-BaNCS-Global-Challenger-Independent-Research-Firm-Report.aspxhttp://www.tcs.com/news_events/press_releases/Pages/TCS-BaNCS-Global-Challenger-Independent-Research-Firm-Report.aspxhttp://www.tcs.com/news_events/press_releases/Pages/Standard-Chartered-TCS-Win-Best-Trading-BackOffice-Project-Award.aspxhttp://www.tcs.com/news_events/press_releases/Pages/Standard-Chartered-TCS-Win-Best-Trading-BackOffice-Project-Award.aspxhttp://www.tcs.com/news_events/press_releases/Pages/Standard-Chartered-TCS-Win-Best-Trading-BackOffice-Project-Award.aspxhttp://www.tcs.com/news_events/press_releases/Pages/Standard-Chartered-TCS-Win-Best-Trading-BackOffice-Project-Award.aspxhttp://www.tcs.com/news_events/press_releases/Pages/TCS-BaNCS-Global-Challenger-Independent-Research-Firm-Report.aspxhttp://www.tcs.com/news_events/press_releases/Pages/TCS-BaNCS-Global-Challenger-Independent-Research-Firm-Report.aspxhttp://www.tcs.com/news_events/press_releases/Pages/TCS-BaNCS-Global-Challenger-Independent-Research-Firm-Report.aspxhttp://www.tcs.com/news_events/analyst_reports/Pages/Magic_Quadrant_IRCB_2011.aspxhttp://www.tcs.com/news_events/analyst_reports/Pages/Magic_Quadrant_IRCB_2011.aspxhttp://www.tcs.com/news_events/analyst_reports/Pages/Magic_Quadrant_IRCB_2011.aspxhttp://www.tcs.com/m/Travel_Transportation_Hospitality.aspxhttp://www.tcs.com/m/Telecom.aspxhttp://www.tcs.com/m/Telecom.aspxhttp://www.tcs.com/m/Retail_Consumer_Products_Solutions.aspxhttp://www.tcs.com/m/Retail_Consumer_Products_Solutions.aspxhttp://www.tcs.com/m/Media_Information_Services.aspxhttp://www.tcs.com/m/Manufacturing.aspxhttp://www.tcs.com/m/Manufacturing.aspxhttp://www.tcs.com/m/Insurance.aspxhttp://www.tcs.com/m/High_Tech.aspxhttp://www.tcs.com/m/High_Tech.aspxhttp://www.tcs.com/m/Healthcare_Lifesciences.aspxhttp://www.tcs.com/m/Healthcare_Lifesciences.aspxhttp://www.tcs.com/m/Government.aspxhttp://www.tcs.com/m/Energy_Resources_Utilities.aspxhttp://www.tcs.com/m/Energy_Resources_Utilities.aspxhttp://www.tcs.com/m/Banking_Financial_Services.aspxhttp://www.tcs.com/m/Banking_Financial_Services.aspxhttp://www.tcs.com/m/TCS_Technology_Products.aspxhttp://www.tcs.com/m/TCS_Technology_Products.aspxhttp://www.tcs.com/m/TCS_Bancs.aspxhttp://www.tcs.com/m/Connected_Marketing_Solutions.aspxhttp://www.tcs.com/m/Connected_Marketing_Solutions.aspxhttp://www.tcs.com/m/Small_Medium_Business.aspxhttp://www.tcs.com/m/Small_Medium_Business.aspxhttp://www.tcs.com/m/Engineering_Industrial_Services.aspxhttp://www.tcs.com/m/Engineering_Industrial_Services.aspxhttp://www.tcs.com/m/Business_Intelligence_Performance_Management.aspx


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& Corporate Actions applications are

accredited with the SWIFTReady label for

the fourth time in a row in 2011.

Global Finance magazine names TCS

BaNCS customer DBS as a winner in its

eighth annual ranking of the worlds Best

Sub-custodians.

TCS information

3. ORGANISATION STRUCTURE ISSUES:

In the case ofTCS a change in the organisational structure is the issue, which is needed to

bring sharp focus on the customer and provide opportunities for leadership growth at all

levels in the organisation. It also allows to adapt specific customer and market requirements

along with global service delivery.Growth through non-linear growth models is a strategic

priority which is another organisational structure issue being faced by the company. Thisshows that the organizational structure of TCS has several issues which should be evaluated

for future growth. The most important issue faced by TCS is high cost of Structure; this is

due to the use of manual resources which are shifting to automotive task gradually. Another

issue faced in the organisational structure is demands for improving service levels for both

service connections and service quality.

The root of these challenges lies in the integration of the OSS (operation support system)

system.


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Factors affecting organisational structure of TCS:

Factors affecting Organisation structure

So these are the above important organisational structure issues faced by the company which

will be critically evaluated and analysed below using the appropriate theory.

3.1 CRITICAL ANALYSIS/EVALUATION:

Mullins(1993) and Mabey, Salaman and storey(2001) describe the structure of an

organisation as the pattern of relationships between roles in an organisation and its different

parts. In essence structure is the architecture of business competence leadership talent

functional relationships and management (wolf,2002,para 2)Walton (1986) identifies

structure as the basis for organising to include hierarchal levels and spans of responsibility

roles and positions and mechanisms and integration and problem solving.(p.7).

Types of structures:

ENVIRONMENT HRTECHNOLOGY STRATEGY

ORGANISATION

STRUCTURE


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Functional structure is composed of all the departments that an organisation requires to

produce its goods or services.

Fig5Functionalstructure

Anon.,2004

Divisional type:

Managers create a series of business units to produce a specific kind of product for a specific

kind of customer. Divisional structure is again of three types as product,market and

geographic structure.


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Anon.,2004 divisional structure

Matrix structure:

It is an organisational structure that simultaneously groups people and resources by function

and product.

Product team structure:

Dual reporting relationships exist in this type of structure and functional employees are

assigned to cross functional team


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Product team structure

John.A.pearce,Richard.B.Robinson,(1982)

Hybrid structure:

The structure of an large organisation that has many divisions and simultaneously uses many

different organisational structures.

Tall structures have many levels of authority and narrow spans of control.

Flat structures have fewer levels and wide spans of control

3.2 ACTUAL EVALUATION OF THE ORGANISATIONAL STRUCTURE ISSUE

FACED BY TCS:

The company is facing the issue of not being customer centric so , in the year 2008 TCS

decided to design a customer centric organisation. The structure reorganises TCS into

multiple, small operational units consisting of 3000-14000 employees each pursuing the best

possible growth in their individual departments. Each business unit has its own costs and


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margins.The effectiveness of the structure design was very much evident over last two years.

The company exercises operational levels and streamline costs to expand operating margin.

Organisational structure of TCS

From the above fig we can see that its divided into 5 Industry solution unit i.e.; ISG, MMG,

NMG, SIG, OIG which are displayed above. These are headed by Director reporting to COO.

ISG will have various units(each unit of 2,500-5000 people) which are the verticals in which

the company is present and al the clients come under this group. BFSI is largest segment and

divided into 4 units and the director of each of these units will have complete empowerment

on developing resources and technical expertise, HR finance and other. MMU will focus on

geographies of UK Europe and US.Its also responsible for maintain relations, customers,

brand building. NMG will have 3 units, India, APAC and emerging markets which maintain

R&D CORPORATE

HR

CORPORATE

FINANCE

CORPORATE

AFFAIRS

MARKETING LEGAL

MAJORMARKETS

INDUSTRY SOLUTIONS UNIT NEWMARKET

GROWTH

STRATEGICINITIATIVE

ORGANISATION INFRASTRUCTURE

CEO & MD


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long-term relations. SIU will again have 3 units. TCS Finance solutions being the first,

second for small and medium businesses and third for BPO. Organisation infrastructure

group will have 4 units which deals with process and technology excellence, and resource

management group.

The need to integrate creates an initial problem during system deployment but of even bigger

concern is the on-going problem in operations and maintenance. The OSS must be able to

evolve as demands are placed on it. Complex architectures and commercial arrangements

surrounding the OSS often limit its ability to respond to new demands. Key issues include:

An OSS made up from many best-of-breed or stove-pipe components are even harder

to maintain then they are to deliver.

Training and support contracts may be difficult to line up in such a way that gaps in

coverage are avoided.

The resulting system may be expensive and time-consuming to adapt to new market

pressures.

The above analysis reveals that TCS has superior skills and values still there are issues faced

by the company so, there should be measures taken in the company like it should Control

Environment and monitor activities by assessing the risk factors. According to the above

theory of the organizational structure, TCS has to develop a desired organizational structure

and there should be some measures should be taken so that the issues will overcome and the

company will have a better organizational structure.

TCS, 2010, annual report ( 2010-2011)[online]


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The next topic which is an issue being arisen in the company is discussed as below:

4. ORGANISATIONAL DEVELOPMENT ISSUE:

At TCS Organisational Development interventions plays an important role in facilitating

change management and bringing the competitive advantage. The structural alignment and

cultural changes have been facilitated. There are few areas of concern of operational

paradigm such as:

TCS focuses more on short term projects where as the focus need to be shifted to medium

long term objectives. Team based rewards are yet to be explored as primarily focus is held

on individual performance. New techniques are introduced by encouraging innovation.

Employees are rotated across domains for meeting customers requirements. High pressures

from customers results in faster delivery but there is a tension stuck between generating

revenues and organising strategically for the firm which is one of the major organisational

development issue being faced by the company. A formal system is also one of the issue

which is decreasing knowledge sharing and group coordination among the employees.

Problems occurred in the areas ofPR and branding leading to difficulty in attracting quality

talent. So there is a need to relook at few organisation processes and systems of the company.

So these are the above organizational development issues faced by the company. These issues

are critically evaluated and analysed below using the suitable theory of the module.


Organization Development is a process of planned change change of an organizations

culture from one which avoids an examination of social processes (especially decision

making, planning and communication) to one which institutionalizes and legitimizes this

examination. (Burke & Hornstein, 1972)


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KURT LEWIN THEORY OF CHANGE:

Change is a three-stage process

Theory of change

Mason carpenter talya bauer berrin erdogan,principles of management

Applicability of KURT LEWIN THEORY OF CHANGE in TCS:

Relating the above theory the first stage is unfreeze stage i.e., in TCS organisation structure

should be modified to capture growth. The second stage is new exploration and

implementation of the action plan which is the change stage. The organisation is redesigned

and communicated to all the employees at all levels. The third level is REFREEZING where

the new organisation structure is adopted and change is accepted and organisation is run

successfully. At TCS, using various policies and plans the new organisation structure shall be

accepted and goals should be framed accordingly to overcome the issues.


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KILLMAN MODEL:

Develop need for change, establish change, diagnose the client problem, examine and

establish goals, efforts, stabilise change, achieve a terminal relationship.

The process has 5 sequential stages

Applicability of KILLMAN MODEL in TCS:

Track 1 show that there exists trust, information sharing and communication among the

individuals in the organization. In TCS, information sharing formal sessions is held for

creating good relations among employees but it lacks in maintaining the system formally.

Track 2 shows that new ways to cope up with the problems. Focus groups are formed and

problems are discussed and solved in TCS but the time taken is very high.

Track 3 represents a new culture and updated management skills.

Track 4 develops revised strategy plan for the organization.

Track 5 establishes performance based reward system which is followed in TCS by giving

ranks and rewards to employees based on their individual performance and yearly checks are

held on performance of the employee but the problem of favouritism is faced by the

employees.

Initiate program DiagnoseProblem Schedule tracks Implement tracks Evaluate result

Management skills Team building Strategy structure Reward systemCulture track


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BURKE LITWIN MODEL:

In this model it differentiates organizational climate and organization culture. It shows the

first and second order change and the factors involved in it. It divides the change into first

order and second order which is the transactional and transformational change.

Applying BURKE LITWIN MODEL in TCS:

Factors like changes in technology, economic conditions which has direct impact on TCS

have been identified and regular audit has been done. The mission of the company has been

made clear from the top management to the frontline employees to achieve maximum goals.

The organization culture is employee friendly but several changes should be made for

betterment. The structure of TCS shows that it is well designed to meet the requirements, the

policies of TCS are very clear and well planned, but during the team work is done; some

conflicts arises among employees at TCS which become problematic. Various motivation

techniques shall be employed at TCS and rewarded based on level of performance of each

individual.


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Burke Litwin model (1998)

4.2 ACTUAL EVALUATION OF ORGANISATION DEVELOPMENT ISSUE OF

TCS:

USING GOAL ALIGNMENT AND BALANCED SCORE CARD TO MEASURE

ORGANISATIONAL DEVELOPMENT OF TCS:

A teach-train-transfer workshop was also conducted which is based on goal alignment with

expert organisational development consultants to introduce new organisational goals. A new

concept of personal score card was outlined. Career planning and mentoring process is

highlighted. This performance management tracking system tool was used to measure the


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organisational development of the company which didnt showed the desired development in

the company. The major issue is that the objectives and goals of the company are not

balanced.

So, the above analysis reveals that the measures should be taken to achieve high

organisational development in the company.

5. MOTIVATION ISSUE FACED BY TCS:

The major motivational issue faced by the employees of the company is that the employees

which are required in the next assessment year are ranked high and rewarded high by the

company irrespective of the other employees who are more efficient in their work and

contribute high revenue to the company. Onsite associates gets lower ranking, and gets

Onsite allowance (which is usually higher than off shore salary) and off shore associate gets

higher band. The high decision maker gets rewarded excessively. So the major motivational

issue faced by the company is FAVOURITISM. This issue is affecting the other efficient

employees to a great extent which is becoming a barrier of high rewards for the company.

Goals set and evaluated do not govern performance appraisal. Goals are set to evaluate

performance and a number is given on fulfilment of each goal. All these numbers are rolled

up to get a number from 1 to 5. However, this number is not used for performance

appraisal band determination and a manual ranking of associates in each project determines

performance band.


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Motivation is defined by Stephen.P.robbinsas the processes that account for an individual's

intensity, direction, and persistence of effort toward attaining a goal. Motivation refers to the

reasons underlying behaviour (Guay et al., 2010, p. 712). Paraphrasing Gredler, Broussard

and Garrison (2004) broadly define motivation as the attribute that moves us to do or not to

do something (p. 106).

Maslows model of motivation: According to Maslow the motivation factors should consistof five aspects which are Self- Actualization, Self-Esteem, social factor, and Safety and

Physiological factor.

ABRAHAM MASLOW theory of hierarchy:

Maslows theory

Maslows (1997)


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Physiological: Includes hunger, thirst, shelter, sex, and other bodily needs. TCS provides

adequate salary for the employees to buy the basic requirements of life and provides perks

but NOT according to the level of performance. They give break during the working hours

for rest and provide a comfortable working environment but equality is not maintained in

the company.

Safety: Includes security and protection from physical and emotional harm. TCS provides

children education, job security and insurance policies, medical schemes and retirement

benefits according to their terms and conditions which has an error of adequate safety

provision required at all levels.

Social: Includes affection, belongingness, acceptance, and Friendship. TCS provides team

projects which allow interaction between employees creating an interesting work

environment and conducts various social group meets to increase more interaction between

various domains within the organisation but the issue of favouritism is spoiling the

environment of the company and the social factors of motivations are being affected.

Esteem: Includes internal esteem factors such as self-respect, autonomy, and achievement;

and external esteem factors such as status, recognition, and attention. Every employee at the

company is given independence and freedom to show their innovation in their projects at

work to its best but at TCS self-esteem is not maintained in the employee. Job titles are not

given appropriately so that they feel appreciated and motivated towards working better and

at a competitive edge.


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Self-actualization: The drive to become what one is capable of becoming .TCS provides

employees with an opportunity to develop their own potential need like in education or other

needs but the employees are not satisfied with the opportunities provided by the company.

Mc-GREGOR THEORY X THEORY Y:

Figure describes attributes of each:

McGregor (1960)

McGregor theory

MC CLELLANDS THEORY OF NEEDS:

- Need for achievement: The drive to excel, to achieve in relation to a set of standards, to

strive to succeed.

- Need for power: The need to make others behave in a way that they would not have

behaved otherwise.

- Need for affiliation: The desire for friendly and close interpersonal relationships.

Applying MC CLELLANDS THEORY OF NEEDS in TCS:

The employees always try to get to the next level by promotions and ranks as there is a need

for achievement for them. There is a need for friendly environment and a comfortable


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working condition for the employees which is the need for affiliation, which TCS needs to

improve.

Expectancy Theory:

The strength of a tendency to act in a certain way depends on the strength of an expectation

that the act will be followed by a given outcome and on the attractiveness of that outcome to

the individual.

Expectancy theory

At TCS, incentives according to workplace performance are not provided such as equal

wages for men and women and pay strategy based on skills and effort. Employees are also

de-motivated through less promotion. These may be tangible or intangible benefits. It is to

encourage the employee, to increase motivation level of employee various benefits such as

medical schemes memberships employee discount cards are least provided at TCS.

According to expectancy theory if company perks such as health and wellness benefits

perfomance based rewards then motivation increases which leads to better performance.

Individual effort Individual

performance

Organisational

rewards

Personal

goals


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So these were the above motivational issues which are faced by the company. Now moving

on to the next issue we will now analyse the corporate social responsibility issue of the

company below:

6. CORPORATE SOCIAL RESPONSIBILTY ISSUES:

The major issue faced by the company is the unethical environment within the organisation.There is a need to improve the environment in the organisation and to establish proper

corporate governance which will help the organisation to gain global markets and maintain

the ethics in the organisation. Another important issue is the user experience to drive self-

service. Operational efficiency is one among the key business drivers for any enterprise with

profit motive. In a recession hit economy this theme becomes the agenda of all board rooms.

Self-Service is a positive approach to achieve this as it empowers the customer to adopt theDo-It-Yourself model and at the same time saves the company on cost intensive call centres

and paper handling tasks.

Adopting Inside-OUT design to quickly go online, reactive mode for site ratingsignoring brand image, good website over a broken business process, broken multichannel context switch are some the traditional approach which are still followed in thecompany which has became the major corporate social responsibility issue.


According to Philip Kotler and Nancy Lee (2005) CSR means A commitment to improve

community well being through discretionary practices and contribution of corporate

resources


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AREAS OF CORPORATE SOCIAL RESPONSIBILITY:

CORPORATE SOCIAL RESPONSIBILTY

Theories according to elisabet garriga domenec mele (Source:corporate social

responsibility theories: Mapping the territory elisabet garriga domenec mele.):


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Ethical Theories:

This comprises a group of theories each of which ultimately focuses on the ethical

responsibilities of corporations to society. Within this packet of theories of CSR are the:

Normative Stakeholder Theory, Universal Rights Theory, Sustainable Development Theory and

the Common Good Approach.

Instrumental Theories:

These are theories that are concerned with how CSR is used as a tool for maximizing shareholder

value, wealth creation and creating competitive advantage.

Integrative Theories:

These are CSR theories with a focus on how firms satisfy social demands by concentrating on

issues management, public responsibility, stakeholder management and corporate social

performance.

Political Theories:

These theories are concerned with the powers firms have and how these powers can be used to

impact on society in a responsible and positive manner.

The shareholder Value Theory:

The theory sees the primary responsibility of firms as that of generating profits for shareholders

and working hard to raise their stock values.


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Corporate Citizenship Theory: This theory conceptualizes firms asCorporate citizens who

should actively contribute to the good of society orthe world as a whole.

3C-SR model

John Meehan karan Meehan and adam Richards, Liverpool john moores(2006)

3C- SR model

Applying the model to TCS, we can say that TCS social objectives such as mission strategy

programs, policies and corporate culture are not well defined. Ethical standards are also not

maintained as desired. Furthermore about the relations with partners TCS maintains standard

and delivers value but not up to the expected level.


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6.3 ACTUAL EVALUATION OF THE CORPORATE SOCIAL RESPONSIBILTY

ISSUE IN TCS:

CSR of TCS is on two distinct levels i.e.; impacting communities directly in line of its

business and concern for preservation of the environment. This segmentation into levels of

CSR is the major issue in the company which is causing problems. The company is not able

to cope up with the levels of CSR appropriately.

CSR activities in TCS:

CSR at TCS


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TCS ENVIRONMENT POLICY:

Key features

Integrate energy and environmental considerations in the design of new infrastructural

facilities.Improve resource efficiency in operations, especially for key resources such as

energy and water. Consider stakeholder expectations on our environmental performance in

the design of infrastructure, operations, processes and solutions to the extent feasible.Set,

monitor and review objectives and targets on an ongoing basis toward achieving continuous

improvement in environmental performance and the overall environmental management

system.

Environmental objectives at TCS


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Main Programs undertaken by TCS:

Maitree, adult literacy program, HIV awareness, Tsunami relief, women empowerment,

green audits, KRISHI etc.

WASTE REDUCTION POLICY:

Reduction of waste at source, Reuse of material wherever possible, Recycling, Purchasing

products with recycled content.

GREEN PROCUREMENT POLICY:

Reduce, Reuse and Recycle, Buy Recycled, "Green" the Supply Chain.

These policies are undertaken by the company but all of them are not followed which

dissatisfies the employees. The above CSR issue of TCS is analyzed and can be stated that

the company is facing the problem because all the CSR policies are not followed by the

company and the traditional approach to corporate social responsibility still exist. According

to the above theory all the policies undertaken shall be followed, additional policies shall be

undertaken and the modern approach shall also be applied to overcome the issue in the

organization.

7. STRESS MANAGEMENT ISSUE:

Stress is an issue which affects the efficiency of the employee at a great extent. Stress leads to

the mental harassment and de-motivation in the individual. The issue faced by the employees

of the TCS is that they bear a lot ofjob pressure. Due to the pressure of work the employee

gets less time for family and personal life which de-motivates the employee to work

efficiently. Another factor which leads to stress is the adoption of unaware new

management techniques, long working hours, regular long distance travelling for

official purposes, late salary payments. These are some of the major factors which are


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generally faced by the employees of the organisation which creates stress among them. So the

company shall make sure that they should assign tasks accordingly.


Stress Management is defined by authors Green, Muir, James, Gradwell, & Green, [(19966)]

as the process whereby individuals adopt systems to assist their coping strategies.

Authors Davison & Neale [2] defined the term stress management as: the processes to help

individuals adopt and cope with the challenges that life poses for all of us.

A physical or psychological stimulates that can produce Mental Tension or physiological

reactions that may cause illness. Many factors are responsible for stress.

Environmental Factors:

TCS workers are facing more demand from various

sources such as outsourcing have

increased the work pressure on the worker. Workers have to work harder and faster

and meet new management objectives and performance.

Technological :

New technology creates stress for many employees adjusting to new technologies


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Organizational Factors Task Demand

Global competition, 24/7 operations and dual

career imposes on the worker as increase demand to produce more.

Personal Factor:

Personal factor are often a source of stress, these include career

related concerns, such as job security and advancement, financial problem and

family related problems. When one is in a depressed mood, his/her unfocused

attention affect his responsibility and performance.

Economic Problems:

In 21st century computer and communication revolutions have

made companies more efficient and productive as compare to before. This boom in

productivity has caused higher expectation and greater competition.

Physiological Symptoms:

Stress occurs when you feel threatened or overwhelmed

Symptom of stress include headache, neck or back pain. High blood pressure, heart

disease, people look older when they are under chronic stress. Symptoms of

psychological stress include anxiety, depression, and decrease in job satisfaction.


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Behavioural Symptoms:

It regard to behaviour, stress and stress can lead to accidents

among workers may be prone to drugs and alcohol and snuff, changes in job

behavior and people attitude.

Table3 Stress factors

Fig30 5 factor model

http://www.osh.dol.govt.nz/publications/booklets/stress-tools2008/models-stress-figure3-

img.asp
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7.2 ACTUAL EVALUATION OF THE STRESS MANAGEMENT ISSUE IN TCS:

The IT industry is known for its high-pressure work atmosphere and long working hours,

which create high levels of stress. TCS assigns heavy work load on its employees which

creates stress in the individuals and de-motivates them to work efficiently. Regular long hour

tasks on computers leads to stress on the eye site of the employees which is dangerous for

their health. The stress management of TCS doesnt assign the tasks according to the

appropriate capability of the employee. The employee on field work travels long distances

regularly without any changes in the shift causes major stress in the employee. These

activities which lead to stress shall be avoided by the stress management of the company.

8. RECOMMENDATIONS:

A desired restructuring of organizational structure is required in the company. The company

should innovate the technology in order to seek the organisational development. During

performance appraisal everyone should rated on the same scale. The activity of favouritism

shall be avoided in order to make the employees satisfied and get their full efficiency.

Corporate social responsibility of the company should use modern approach rather than

traditional approach. Detailed Stress analysis should be conducted and discussion forums

should be held where the employees discuss problems and relieve their stress. Fun at work

Committees shall be formed across accounts which organise, picnics, parties and get-

togethers with fun and games. Annual picnics shall take place in each region that gives

opportunity to TCS members spread across a region to come together and celebrate with their

families and colleagues. Employees shall be encouraged to participate in things like Yoga,

exercises for body de-stress. During the implementation of changes in the organisation focus


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should also be held on the employees and see to it that change is accepted. These are the

above recommendations to overcome the above four issues of the organisation.


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9. CONCLUSION:

The above analysis on the issues of organizational behaviour of Tata Consultancy services

concludes that there are several issues faced by the company in its operations such as

organizational structure issues, organisational development issues, motivational issues,

corporate social responsibility issues, stress management issues. The organisational structure

issue is that the cost of structure is too high which should be decreased. Favouritism is there

among the employees which de-motivates them to work efficiently. The above issues can be

resolved by adopting the above recommendations. The resolution to the above issue by

adopting the recommendation will lead TCS to the paradigm shift with various benefits such

as Achieving goal alignment, valuing the employees, focusing on customer, being

accountable, Issue based monitoring. It will also help to reiterate the merits of valuing

enquiry expressing differences and constantly generating new knowledge.

Thus, TCS will be able to produce world class solutions and outsourcing making

development global each time.


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