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Transcript of MB0052-SLM-Unit-03
Strategic Management and Business Policy Unit 3
Sikkim Manipal University Page No. 47
Unit 3 Business Policy, Strategic Management
and Business Continuity Planning
Structure
3.1 Introduction
3.2 Caselet
Objectives
3.3 Policy, Strategy, Tactics
3.4 Strategic Management
3.5 Strategic Planning and Strategic Management
3.6 Benefits of Strategic Management
3.7 Business Ethics and Strategic Management
3.8 Planning for Business Continuity
3.9 Case Study
3.10 Summary
3.11 Glossary
3.12 Terminal Questions
3.13 Answers
3.14 References
3.1 Introduction
A common debate found in strategic management literature is whether policy
comes before strategy or vice versa and what is the interrelation between the
two. The present unit throws light on this by considering the definitions and
features of both. The definitions and role of tactics are also dealt with.
Different definitions of strategic management are also given for clearerunderstanding of the concept and process. The classification of management
functions into strategic and operational categories has been done. Four important
topics – strategic planning, strategic management, limitations of strategic
management and business ethics – have also been discussed.
An extension of strategic planning is business continuity planning. This is
a recent development in policy and strategic management. It essentially deals
with the damages due to a disaster to a business—natural or manmade.
Appropriate planning and strategies are required to handle such damages or
disasters. Implementation issues are also involved. All these have been
discussed in this unit.
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3.2 Caselet
Birla Sun Life Insurance is one of the few Indian companies to have a fully
operational business continuity plan (BCP). It consists of a response plan
to restore and recover operations for critical processes within a
predetermined time after a disaster. The plan would ensure minimal impact
to the organization, its people, and most importantly, its customers.
The objective is to have a planned response in the event of any contingency,
ensuring recovery of critical activities within agreed time frames. The plans
would comply with various regulatory requirements and minimize the
potential business impact to the company. Additionally, it helps to create a
system that fosters continuous improvement of business continuity
management.
Highlights of the plan are as follows:
• Crisis Management and incident response
• Data back-up, data and system recovery as documented in the Disaster
recovery plan
• Recovery of all critical business functions and supporting systems
• Alternate recovery sites if primary location is unavailable
• Communication with customers, employees and other stakeholders
• Assurance to customers that they will continue to receive optimum
customer services at all times
Source: http://insurance.birlasunlife.com/Pages/Individual/About-Us/Business-
Continuity-Plan.aspx
Objectives
After studying this unit, you should be able to:
• Distinguish between policy, strategy and tactics
• Differentiate between strategic planning and strategic management
• Discuss the benefits and limitations of strategic management
• Explain the role of business ethics in strategic management
• Describe business continuity planning in terms of all aspects
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3.3 Policy, Strategy, Tactics
We start with five definitions of strategy given by Mintzberg and Quinn (1991).
The five definitions or descriptions are: plan, ploy, pattern, position and
perspective. Strategy as a plan is a consciously intended course of action to
deal with a situation. These action plans may be general or specific. For example,
a strategy to gain competitive advantage in the market through differentiation is
a general strategy, but a strategy to offer low price and higher value for the
customer in a particular market may be considered a specific strategy. As a
ploy, strategy is a specific manoeuvre intended to outwit an opponent or a
competitor. Strategy as a pattern is visible in the consistency of action, intended
or unintended, that a company undertakes from time to time to strengthen its
position in the marketplace. Strategy as a position involves developing a match
between the organization and its external environment by reacting or responding
to change in the market environment. Tata Motors, responding to the emergence
of a Japanese light commercial vehicle (LCV) in the Indian market and introducing
its own LCV to become a market leader, is an example. Finally, strategy as a
perspective involves creating a shared view or perspective of the environment
by the management and other managers at different levels in the organization.
There are many such definitions of strategy in strategic management
literature. If we have to give one single definition of strategy, we would like to
quote the one given by Thompson and Strickland (2001):
A company’s strategy consists of the combination of competitive moves
and business approaches that managers employ to please customers, compete
successfully, and achieve organizational objectives.1
As the above definition suggests, and as mostly used or understood,
strategy is an ‘action plan’ or a ‘scheme of action’ or ‘design of execution’ of a
plan. Porter, one of the greatest exponents of strategy, has a slightly different
approach to the definition. He describes strategy as:
... developing and communicating the company’s unique position, making
trade-offs, and, forging fit among activities.2
For an organization, unique position indicates choice of activities which
are different from those of its competitors or performing similar activities in
different ways to exhibit its uniqueness.
Trade-off is required when some of the activities followed by a company
may not be compatible with each other or with organizational objectives or goals.
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Forging or creating fit among different activities is necessary to ensure that
they relate to or reinforce each other.
Policy is different from strategy. ‘Policy’ is derived from the Greek word
‘politeia’, meaning‘ polity’, that is, the state and its citizens, and Latin polotis
meaning ‘polished’, that is, clear.
According to the New Webster Dictionary, ‘policy’ means the art or manner
of governing a nation or the principle on which any measure or course of action
is based. This definition implies that policy is a prescribed guideline for governing
actions of an organization with respect to given objectives. Kotler has given a
clear definition of policy:
Policies define how the company will deal with stakeholders, employees,
customers, suppliers, distributors and other important groups. Policies narrow
the range of individual discretions so that employees act consistently on important
issues.3
3.3.1 Different Features of Policy
On the basis of this definition, certain features of policy can be identified. These
are:
• Policies should follow from organizational objectives and should be
formulated in consistency with such objectives.
• Policies provide guidelines to managers/members in an organization for
deciding a course of action, and these limit their discretion or freedom in
choosing the course of action.
• Policy formulation is generally the function of senior or top management
of a company, and not the job of all managers.
• Policies are commonly expressed in qualitative terms in a general way.
Sometimes, policies can also be stated in a conditional or more specific
way.
• In any organization, a policy will remain in vogue for sometime till it is
reviewed, and a change in the policy is made or the policy is replaced by
a new one4. This means that policies do not change frequently.
To make the concept or meaning of policy clearer, some examples are given
below.
• A company will not consider any cost reduction measures if it means
compromising on the quality of its product(s).
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• A company decides to grow only through retained earnings and not resort
to capital issue or market borrowing.
• A company will not consider adding any new products with less than 10
per cent return on investment.
• A company sells on cash terms and also on credit terms.
• A rental company charges a deposit for renting materials.
• A car company charges extra money for delivering the car to the buyer’s
premises.
• A company hires personnel with experience only.
• A company has guidelines on how to collect outstanding amounts from its
customers.
• A company responds to 50 per cent of customer enquiries within three
working days.
• A company does not question the return of goods by customers that were
purchased during last one month.
• A company does not give any discount on price.
• A company gives 10 per cent discount on price if payment is made in
cash.
3.3.2 Policy vs Strategy
The difference between policy and strategy should now be clear. Policy is broader
or more general—more in the form of guidelines or principles. Strategy is more
specific with reference to a particular situation, target or objective. Policy generally
comes first; strategy comes later, and, sometimes, follows from or is subject to
policy. Let us explain this with an example. A company wishes to achieve greater
cost efficiency. This is the objective. The company also has a policy of not
retrenching any of its existing employees. So, a strategy will be worked out,
which is subject to or consistent with this policy. The strategy may relate to
economies of scale or measures for increasing productivity or identifying and
eliminating wasteful expenditure in some area(s) of operation.
Some policy analysts and strategic thinkers do not make much distinction
between policy and strategy. According to them, the relationship between policy
and strategy is an evolutionary phenomenon. Over a period of time, because of
pressure of business and growing competition, business policies of many
companies evolved into specific strategic processes. The paradigm shift between
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policy and strategy has been well enunciated by Hofer and others (1984). This
is shown below.
First Phase: Till the mid-1930s: (Ad hoc policy)
Ad hoc policy making necessitated by the expansion of American firms in terms
of product, markets and customers; and, the consequent need for replacing
informal controls by framing functional policies to guide managers.
Second Phase: 1930s and 1940s (Planned policy)
Planned policy formulation instead of ad hoc policy making and shift of emphasis
to integration of function areas caused by environmental changes.
Third Phase: 1960s (Strategy)
Rapid pace of environmental changes and increasing complexity of management
necessitating a critical look at business in relation to environment and the need
for strategic decisions.
Fourth Phase: 1980s and later (Strategic management)
Shift of focus to strategic processes and the responsibility of management in
resolving strategic issues.
The evolutionary aspect gives a good perspective to the difference between
policy and strategy.
3.3.3 Strategy and Tactics
Strategy and tactics are also different although they appear to be the same.
From an overall strategy, a number of sub-strategies follow. These are tactics.
Let us explain this. Suppose an industrial products company wants to increase
its market share. Different strategies can be used for this. The company may
decide to adopt the strategy of increasing customer focus or improving buyer
management (other strategies can relate to quality or price). During the
implementation of the overall customer focus strategy, day-to-day responses to
the market (or customer) constitute tactics. Tactics are used more in individual
cases — for example, giving a quantity discount to a particular customer, offering
a credit package to another customer, a special service to a third customer, etc.
The distinction between strategy and tactics is subtle, like the differentiation
between marketing and selling. Sometimes, the distinction between strategy
and tactics may depend on the level at which it is being used. For example, an
additional discount given to a large or important customer may be a strategic
decision for the salesperson, but for the VP (Marketing), this may be a tactical
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decision. The distinction, or rather the relationship, between strategy and tactics
can be made clear in terms of five major factors or characteristics which relate
to both of them. These are given below:
1. Significance: Strategies have more significance or greater consequences
for an organization than tactics because strategies or strategic decisions
generally affect the entire organization or a significant part of the
organization. Tactics may affect only a particular supplier or vendor, a
particular sale or a customer.
2. Level of formulation or conduct: Because of their significance, strategies
are formulated at senior or top management level. Within an overall
strategy, tactics are employed by middle and lower levels of management
including salespersons in the field.
3. Information base: Since strategies are of major consequence to an
organization, these should be carefully worked out based on adequate
information about a company’s resource, operations, environment,
competitors, customers or some or all of these. Information requirements
for tactical decisions would be much less.
4. Objectivity/subjectivity: Strategies are generally worked out by teams
and not by individual managers (except the CEO sometimes.) This, along
with the fact that those are based on carefully analysed information/data,
renders enough objectivity to strategies or strategic decisions. Tactics, by
their nature, are more subjective—sometimes left to the discretion of
individual managers.
5. Periodicity or time horizon: Strategies are not made or changed too
frequently. It takes time for a strategy to fully work itself out and to determine
its effectiveness or success or failure.
Strategies, therefore, have larger periodicity or time frame. Strategies,
which are changed too frequently, are bad strategies. Tactics, on the other hand,
can change quite frequently. If we consider policy, strategy and tactics together,
it becomes clear that policy comes before strategy and strategy comes before
tactics. All the three concepts are closely interrelated and play vital roles in the
business or management process of a company. As a sequence or conceptual
chain in the management process, policy, strategy and tactics can be written
as:
Policy →→→→ Strategy →→→→ Tactics
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Activity 1
Today, with increasing awareness about the threat to the environment, many
companies are adopting eco-friendly policies in various ways. Give an
example of a company that has changed its policies or adopted new policies
to make itself eco-friendly. Mention the specific steps taken.
Self-Assessment Questions
1. The five definitions of _______ given by Mintzberg and Quinn (1991) are
plan, ploy, pattern, position and perspective.
2. When some of the activities followed by a company may not be compatible
with each other or with organizational objectives or goals, ________ is
required.
3. Policy is the same as strategy. (True/False)
4. According to the New Webster Dictionary, ________ means the art or
manner of governing a nation or the principle on which any measure or
course of action is based.
5. Policy generally comes first; strategy comes later, and, sometimes, follows
from or is subject to policy. (True/False)
6. Strategy and tactics are also the same although they appear to be different.
(True/False)
3.4 Strategic Management
Like strategy, strategic management also has been defined differently by different
authors and strategy analysts. We give below three definitions of strategic
management, which together give completeness to the concept of strategic
management.
‘Strategic management is that set of decisions and actions which leads to
the development of an effective strategy or strategies to help achieve corporate
objectives.5’
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‘Strategic management is defined as the set of decisions and actions in
formulation and implementation of strategies designed to achieve the objectives
of an organization:’6
‘Strategic management is primarily concerned with relating the organization
to its environment, formulating strategies to adapt to that environment, and,
assuming that implementation of strategies takes place.’7
All the management functions of a company can be broadly classified
into two categories: strategic and operational. Strategic functions are performed
more at the senior and top management level, and operational functions are
discharged more by middle and lower management levels. In other words, it
can be said that, as the level of management moves up, the managers perform
more strategic functions and less operational functions. Also, in any company,
operational functions constitute a higher percentage of total management
functions than strategic functions (Figure 3.1).
Level ofmanagement
Top
Middle
Supervisory
Strategicorientation
Management function Nature of function
Broad and coreative
Somewhat creative
Operationalorientation
Figure 3.1 Nature of Functions at Different Management Levels
Operational functions or operational management, as the name implies,
is concerned with routine matters of day-to-day management like efficient
production of goods, management of a sales team or sales force, monitoring of
financial performance, etc. Strategic management would be concerned with,
say, devising or innovating methods for improving financial performance of the
company. The major differences between strategic management and operational
management are shown in Table 3.1.
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Table 3.1 Characteristics of Strategic Management and Operational Management
Strategic management Operational management
Higher level Lower level
Innovative Routinized
Imprecise More precise
Complex Less complex/simple
Organization–wide Operationally specific
Consequential Task driven
Result driven Productivity driven
Long-term implication Short-term/immediate implication
Strategic management consists of three distinct steps or stages. These
are: strategy formulation, strategy implementation and evaluation and control.
In sequential order, these three stages may be shown as
Strategy formulation→→→→Strategy implementation→→→→Evaluation and control
Some call these three the basic elements of strategic management. These
three elements can be considered individually, but, they are closely interrelated
and must be integrated in the total management process.
Self-Assessment Questions
7. All the management functions of a company can be broadly classified
into two categories __________and _________.
8. Strategic functions are performed more at the senior and top management
level, while operational functions are discharged more by _______
management levels.
9. Strategic management consists of three distinct steps or stages
formulation, strategy implementation, and evaluation and control.
(True/False)
10. Operational functions or operational management, as the name implies,
is concerned with routine matters of day-to-day management. (True/False)
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3.5 Strategic Planning and Strategic Management
Plan or planning should precede action. And, strategic planning should precede
strategic management. Strategic planning (also called corporate planning)
provides the framework (some call it a tool) for all major decisions of an
enterprise—decisions on products, markets, investments and organizational
structure. In a successful organization, strategic planning or strategic planning
division acts as the nerve centre of business opportunities and growth. It also
acts as a restraint or defence mechanism that helps an organization foresee
and avoid major mistakes in product, market, or investment decisions.
A strategic plan, also called a corporate plan or perspective plan, is a
blueprint or document which incorporates details regarding different elements
of strategic management. This includes vision/mission, goals, organizational
appraisal, environmental analysis, resource allocation and the manner in which
an organization proposes to put the strategies into action. The concept and role
of strategic planning would be clear if we mention the major areas of strategic
planning in an organization. First, strategic planning is concerned with
environment or rather, the fit between the environment, the internal competencies
and business(es) of a company. Second, it is concerned with the portfolio of
businesses a company should have. More specifically, it is concerned with
changes—additions or deletions—in a company’s product-market postures.
Third, strategic planning is mostly concerned with the future or the long-term
dynamics of an organization rather than its day-to-day tasks or operations.
Fourth, strategic planning is concerned with growth—direction, pattern and timing
of growth. Fifth, strategy is the concern of strategic planning. Growth priorities
and choice of corporate strategy are also its concerns. Finally, strategic planning
is intended to suggest to an organization, measures or capabilities required to
face uncertainties to the extent possible.
All large organizations formulate strategic plans. In 1997, All India
Management Association (AlMA) conducted a study to find out about business
plans, strategies, techniques and tools adopted by various Indian companies.
The study results were published in Business Today. The study showed that 56
per cent of the total number of companies (160) surveyed had published strategy.
In terms of planning horizon, the period covered in the strategic plan was less
than 3 years by 44 per cent of the companies, 3–5 years by 40 per cent of the
companies and more than 5 years by 16 per cent. Analysed in terms of company
size, bigger companies planned for a longer period. For 45 per cent of the large
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companies, the planning period was more than 5 years, but for 70 per cent of
the small companies, the period was less than 3 years.
A characteristic feature of the starting plans of many large Indian
companies is that the long-term planning horizons of these companies generally
coincide with the national planning period. This means that many of these
companies follow a five-year planning period which synchronizes with the 5-
year plans of the country. This is particularly true of public sector enterprises in
the core sector.
For example, companies like BHEL, SAIL, NTPC and NHPC have
formulated corporate plans which are linked to the national plans. The 5 year
planning period of these companies, however, is not a generalization. Corporate
plans of some of these companies are linked to the national plans, but, not
necessarily of exactly 5-year duration; the duration can be a multiple of 5 years.
For example, SAIL had prepared an ambitious corporate plan with a planning
horizon of 15 years (1985–2000). Such plans are more appropriately called
perspective plans.
Marico Industries, the maker of Parachute coconut oil, had prepared a
strategic business plan for the period, 1991–96. For the preparation of the plan,
a strategic planning team was formed consisting of six managers from different
functional areas/disciplines. The planning team made some forecasts about
the general macroeconomic environment during 1991–96 and how the Indian
economy would perform during the period in terms of aggregate demand,
technology development and availability of raw materials. In addition to these,
the company had considered other environmental factors also. Based on an
analysis of the major strengths and weaknesses of the company and the
environmental factors (opportunities and threats), a detailed SWOT analysis
(discussed later in Unit 6) of the company was undertaken. The objective of
SWOT analysis was to identify growth and expansion possibilities in existing
and new products/businesses. These were finally translated into projected
volumes, turnover and profitability.
Once a strategic plan is prepared, the same is submitted to the senior
management/top management for their consideration and approval. In Marico
Industries also, the strategic business plan prepared by the planning group was
submitted to the senior management and finally to the top management (CEO).
Deliberations took place at different levels and the business plan was finalized.
This became more like an annual plan which was to be revised and updated
every year during the reference period (1991–96) as per the strategic business
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plan. Marico’s target was to increase its turnover to ̀ 300 crore by 1995–96. The
business plan also stipulated that Marico should add a new product to its portfolio
every year and seek technology tie-up for introduction of new products.
Strategic planning and strategic management are intimately related to
each other. Where strategic planning ends, strategic management takes over;
but, both are complementary to each other. They form vital links in an integrated
chain in corporate management. Both are continuous processes. Strategic
management may be more continuous, because it involves implementation and
monitoring also.
Self-Assessment Questions
11. A ________is a blueprint or document which incorporates details regarding
different elements of strategic management.
12. Strategic planning is concerned with environment or rather, the fit between
the environment, the internal competencies and business(es) of a
company. (True/False)
3.6 Benefits of Strategic Management
An organization can derive many benefits from strategic management. Strategic
management allows an organization to be more proactive than reactive in shaping
its own future. It allows an organization to initiate and influence rather than just
respond to activities or situations; and, this enables the organization to exercise
control over its present activities and give directions to growth and development.
Small business owners, CEOs and managers of many profit and non-profit
organizations have recognized the benefits of strategic management. The
benefits of strategic management can be both financial and non-financial.
Different research studies indicate that organizations using strategic
management are more profitable and successful than those which do not.8
Companies using strategic management techniques show significant
improvement in productivity, sales and profitability compared to the ones without
systematic planning. High-performing companies do more systematic planning
to prepare for future changes in the environment—both internal and external.
Companies with properly organized planning system and strategic management
generally show superior long-term performance relative to the industry average.
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High-performing companies usually have more informed decision-making
system with good anticipation of both short-term and long-term consequences.
Companies, which perform poorly, often remain busy in activities that are
shortsighted and do not reflect good forecasting of future conditions. Planners
of low-performing organizations are often preoccupied with resolving internal
problems and conflicts and meeting routine or paper deadlines. They tend to
underestimate their competitors’ strengths and overestimate their own strengths
overlooking the weaknesses. They often attribute their poor financial performance
to uncontrollable factors such as a stagnant economy, poor industrial climate,
technological change and domestic or foreign competition.
Reports indicate that more than 1,00,000 businesses in the US fail annually
resulting in substantial financial losses. These business failures include
bankruptcies, foreclosures and liquidations. Although many factors contribute
to business failure, strategic planning and management can help in the prevention
of failures in many cases by anticipating situations or developments and
recommending or taking appropriate timely actions.
In addition to the financial benefits, companies can derive a number of
non-financial benefits from strategic management such as better awareness of
external threats, clearer understanding of competitors’ strategies, reduced
resistance to change, better analysis of performance-reward relationship, etc.
Strategic management may renew confidence in the current business strategy
or focus on the need for corrective actions. It helps managers to view change
as an opportunity rather than threat.
Greenley (1986) has analysed various non-financial benefits of strategic
management. He has enunciated the benefits of strategic management as given
below:
• It provides for an objective view of management problems.
• It allows for identification, prioritization and exploitation of opportunities.
• It allows for more effective allocation of time and resources to identified
opportunities.
• It provides a framework for improved coordination and control of activities.
• It minimizes the effects of adverse conditions and changes.
• It scans resources and time to be devoted to correcting erroneous or ad
hoc decisions.
• It enables major decisions to support established objectives and priorities
better.
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• It provides a framework for improved coordination and control of activities.
• It helps to integrate the behaviour of individuals into a total effect.
• It provides a cooperative and integrated approach to tackling problems
and opportunities.
• It creates a framework for internal communication among managers.
• It encourages forward thinking.
• It imparts a degree of discipline, formality and positiveness to the
management of a business.
• It encourages a favourable attitude towards change.
Self-Assessment Questions
13. Strategic management allows an organization to be more _____ than
reactive in shaping its own future.
14. The benefits of strategic management are purely financial. (True/False)
3.7 Business Ethics and Strategic Management
Every company or business has moral or ethical responsibility towards its
shareholders. Therefore, strategic management should be ethical and socially
responsible. To be ethical and socially responsible does not mean satisfying
only legal requirements. It also signifies going beyond the law and discharging
responsibilities to the stakeholders and the society as a whole. The strategic
management team should display a high level of integrity and should evolve
right and responsible plans and actions to implement the plan. For example,
the strategists may take the shareholders’ interest into consideration and try to
give them adequate returns on investment. But, at the same time, they should
also take into account the concern of the employees and protect or promote
their interests. This also implies that there should be focus on transparency.
Almost all strategy formulations, implementation and evaluation decisions
have ethical implications. Strategists are responsible for developing,
communicating and also enforcing the code of business conduct or ethics for
their organization. The responsibility for ethical conduct and behaviour, should
not, however, rest only with the strategists. It should be the responsibility of all
managers. Managers, particularly senior managers, hold positions which enable
them to influence and educate many others in the organization. This makes
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managers at different levels responsible for developing and practising ethical
decision making and management. In other words, ethical values and standards
should be an integral part of any corporate functioning. For example, Citicorp
has developed a business ethics game, called ‘The Work Ethic’, which is played
by 40,000 employees in 45 countries.9 The objective of the game is to create
and sustain an ethical culture across the organization. The strategists can be
and should be the focal point of this culture.
Explosion of the Internet and its dominance in the workplace has given
rise to many ethical issues in many organizations today. Studies like the E-
Commerce Perspective focus on the business ethics issues related to the
Internet. Millions of computer users are worried about the privacy and security
on the Internet. Given the global nature of Internet and e-commerce, corporate
planners and strategists have to continually strive for ensuring privacy and
security of the Internet as a strategic management tool.
We will discuss more about corporate culture, values and ethics in Unit 4
with respect to corporate governance and, also, in Unit 15 with particular
reference to implementation of corporate strategy.
Activity 2
Give an example of business ethics practised by a company and write a
report on it.
Self-Assessment Questions
15. Every company or business has _______ responsibility towards its
shareholders.
16. Almost all strategy formulations, implementation and evaluation decisions
have ethical implications. (True/False)
3.8 Planning for Business Continuity
Businesses need to be planned not only for today, but also for tomorrow, that is,
for the future. This implies business continuity and the need for sustainability.
Sustainability requires understanding and analyzing the environment. Besides
business fluctuations or business cycles, business interruptions occur because
of natural disasters like floods, earthquakes, cyclones, etc. To safeguard against
such threats or disasters, planning for business continuity is essential.
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3.8.1 What is Business Continuity Planning?
Business continuity planning means proactively working out a means or method
of preventing or mitigating the consequences of a disaster—natural or man-
made (sabotage or terrorism) – and managing it to limit to the level or degree
that a business unit can afford.
3.8.2 Need or Importance of Business Continuity Planning (BCP)
As indicated in the definition, businesses today can be exposed to different
types of threats – natural or man-made. Major threats are:
• Natural disasters such as floods or earthquakes or accidents
• Man-made threats like sabotage or terrorism
• Financial crisis or disaster can be partly man-made and partly due to
environmental factors.
BCP prepares companies to prevent or respond to such situations so that
the damages or losses are minimized and the business or company survives.
Thus, BCP plays a critical role in a business—its survival and sustainability.
3.8.3 Business Impact Analysis
Business impact analysis is the process of identifying major functions in an
organization which have impacts of different degrees on the business of the
organization. The analysis is usually done for each major function to determine
its criticality for the business. This is done through impact questions. Relevant
impact questions are:
• How important is the function in terms of business policy of the company?
• What is the role or criticality of the function in the business strategy of the
company?
• How much the rest of the functions would be affected by absence of the
function – the operational impact?
• How much may be the revenue loss for the company in the absence of
the function —the financial impact?
• How long can the function be in operative without causing any major
impact or losses?
• Whether the absence or in operation of the function affects market or
industry ranking of the company – loss of competitiveness?
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• Is the function critical for relationships with customers – loss of customer
confidence or satisfaction?
• Can the absence of the function lead to loss of future sales or revenue –
future growth problem?
The answers to these questions determine the magnitude of impact of a
particular function. In terms of importance or criticality, business functions can
be classified into four categories. These are:
(i) Critical functions: Functions, if interrupted or unavailable for some time,
can put the business in complete disorder, and, may result in heavy losses.
(ii) Essential functions: Functions, whose absence or interruptions, would
badly affect the regular functioning of the organization.
(iii) Necessary functions: Functions without which an organization can
continue functioning, but its operational efficiency would be affected.
(iv) Desirable functions: The absence of these functions does not affect the
operational effectiveness, but the presence of these functions would be
beneficial to the organization.
Impact analysis enables an organization to rank or prioritize business
functions, and determine the order or priority in which those should be developed
or maintained. This also indicate recovery priorities, i.e., the speed or priority
with which a function should be restored or recovered once the function is
disturbed, interrupted or suspended.
3.8.4 Strategies for Business Continuity Planning10
Because of the possibility of different kinds of impacts, and depending on the
nature of damage or disaster, appropriate strategies should be developed and
used to deal with particular situations. Five different strategies should be
developed for five different situations/actions. These are:
1. Prevention
2. Response
3. Resumption
4. Recovery
5. Restoration
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1. Prevention
Conventionally, prevention is the best strategy; this means taking steps or actions
to prevent or minimize the chances of occurring of a disaster. Companies can
adopt many preventive control measures as safeguards. Common preventive
control measures are:
(a) Security controls: These involve controls by setting up barriers to protect
the site and prevent unauthorized entry into the premises. This means, in
other words, manned surveillance at the location.
(b) Infrastructure controls: These include appropriate infrastructural facilities
like UPS/back-up power, smoke/fire detectors, fire extinguishers, weather
forecasting systems , etc.
(c) Personnel controls: Skilled/trained personnel are posted to man sensitive
zones where key or critical resources may be located.
(d) Software controls: These involve modern methods of controls through
computerized systems or software. These include authentication,
encryption, firewall, intrusion detection systems, etc.
2. Response
Prevention is a pre-emptive measure; response is a reactive step. If prevention
is not possible, fast response is the next best alternative strategy. After an
interruption or damage has taken place, the BCP team should immediately
inform the management and the Damage Assessment Team. Two other teams
would also be involved: the Technical Team and the Operations Team.
The Damage Assessment Team would assess the nature and magnitude
of the damage. More specifically, the team should investigate into:
• The cause of disruption or damage
• The scope for preventing additional damage
• What can be salvaged
• What repairs, restorations and replacements are required
Based on the report of the Damage Assessment Team, the Technical
Team and Operations Team should get into action. The Technical Team is the
key decision maker for further actions of the BCP and the Operations Team
executes the actual damage control operations of BCP.
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3. Resumption
In this, the strategy is for resumption of normal or pre-damage activities of the
organization. Activities now shift to the command centre. The command centre
is different from the location of the normal business activity. Both resumption
and recovery actions are planned and coordinated from the command centre.
The centre should have required communication facilities, systems and
equipments for effective functioning of the BCP/Technical team.
The first decision to be taken by the Technical Team is whether important
or critical business operations can be resumed at the present site or those have
to move to an alternative location. If the present site is badly damaged and, is
not accessible for immediate use, operations may have to move to an alternative
site. Different kinds or types of alternatives may be available based on
infrastructure and facilities and the Technical Team has to choose the most
appropriate site.
4. Recovery
Along with the resumption of critical operations either at the original site or an
alternative location, the recovery process also begins. Recovery essentially
means reinstallation of the operating and control system. Necessary critical
operations are restored. As this happens, information restoration from back-up
tapes or offsite storage also begins. As soon as information/data restoration is
complete, critical business functions can resume.
5. Restoration
Restoration means restoration of the original site for normal functioning. The
restoration process is initiated simultaneously with the recovery work. In fact,
recovery and restoration teams are often common.
The five strategies mentioned above have to be planned and executed
within a time span usually decided by the top management in consultation with
the BCP team. The time span or duration of the process would depend on the
magnitude of the damage or disaster, recovery/restoration goals and the speed
with which different teams " BCP, Technical and Operational " can function.
3.8.5 Developing a Business Continuity Plan and Implementation
Plans and strategies work together. A plan is also essential for implementation
of a strategy or strategies. A separate plan can be made for each of the five
strategies, i.e., prevention, response, resumption, recovery and restoration or
an integrated plan can be prepared incorporating or dealing with all the strategies.
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In either case, a plan would have four important aspects or elements.
These are:
(a) Objective: What exactly is to be done or achieved
(b) Assumptions: These indicate availability of back-up services, trained
team to handle operations, vendors, etc.
(c) Team: The BCP team entrusted with the project — their sub-teams roles
and responsibilities should be specified
(d) Scope and limitations: The role of the BCP team should be clearly
defined. Any limitations in their functioning, including resources, are to be
mentioned
3.8.6 Implementation
Implementation of business continuity plans are mostly technology driven.
Implementation involves development and testing of IT system or solution. The
software and/or hardware elements are built into the systems. Implementation
of the mechanical and physical processes of restoration/recovery also take place
simultaneously. In fact, technology and other systems have to be harmonized
for proper implementation of a business continuity plan. During continuity
planning and implementation, care should also be takes to ensure that the
organization’s business process does not come to a complete halt when there
is a disruption of the normal process flow. This is ensured through planning or
building ‘redundancy’, i.e., incorporating back-up service elements which may
be redundant during normal course of business.
An example will make this clear. A bank may be selling fixed deposits to
its account holders or customers through net banking. But, the bank can also
keep phone banking facility ready as a standby so that this can be availed of by
the customers if net services break down. There can also be emergency phone
numbers which customers can use in case of failure of normal communication
services.
3.8.7 Technology versus Business
Business continuity planning and implementation predominantly involve
technology—IT and software systems. But, it must not be forgotten that
technology is used for protection or restoration of business, and, therefore,
focus on business has to be simultaneous.
Also, operational aspects of BCP involves technology, but, technology is
not all or sufficient. Other knowledge areas or activities are equally important.
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These include risk management, crisis management, impact analysis, cost-
benefit analysis, storage management, network management, recovery planning,
coordination and communication.11 This implies that business continuity planning
teams should be cross-functional or multi disciplinary so that all required
knowledge inputs or expertise are available. Organizations should develop and
engage such multi disciplinary teams for successful business continuity planning
and its implementation.
Self-Assessment Questions
17. To safeguard against natural or man-made disasters, ________is
essential.
18. ________is a pre-emptive measure, while _____response is a reactive
step.
3.9 Case Study
Oriental Insurance Company: Growth With Stability*
Oriental Insurance Co. (OIC), a subsidiary of General Insurance Corporation
(GIC), is one of the oldest (established in 1947) insurance companies in
India. OIC conducts all forms of non-life insurance businesses. These
businesses range from small rural insurance covers to big national projects.
OIC’s corporate policy is to contribute to the socioeconomic objectives of
the nation by being a vibrant and viable organization catering to the growing
insurance needs of the community.
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Towards this end, the company will strive for effective management of
business operations.
With headquarters based in Delhi, OIC has 21 regional offices, 311 divisional
offices and 635 branch offices in various parts of India—metropolitan cities,
large, medium and small towns and some rural locations. The company
has overseas operations in Nepal, Kuwait and Dubai.
OIC is managed by a team of professionally qualified and experienced
managers. These managers have vast experience in conducting general
insurance business, both nationally and internationally. The company has
a dedicated project cell at headquarters and also major cities of India. A
special R&D team has been dedicated to work out special/innovative
insurance covers like stockbrokers’ policies, special package policies, etc.
OIC specializes in devising special covers for large projects like power
plants, steel plants, chemical plants and petrochemicals. It has a highly
technically qualified team of professionals to render high quality customer
service. The company has special reputation in the reinsurance market.
OIC follows a strategy of growth with stability. The company maintains a
steady growth in its premium income as well as investment income. During
the last 10 years, both premium income and investment income increased
by 8–10 per cent. Even capital and reserve funds grew by about the same
percentage.
OIC generally follows a policy/strategy of concentration in the existing
products and markets, i.e., on its popular policies which are major revenue
earners. The company also adapts its policies/strategies to emerging
environmental and market changes to remain contemporary.
* Based on S Lomash and P K Mishra, Business Policy and Strategic Management
(New Delhi: Vikas Publishing House, 2009), 369–71 (Case IX).
3.10 Summary
Let us recapitulate the important concepts discussed in this unit:
• Business policy or policy is different from strategy and strategy is different
from tactics. If we consider policy, strategy and tactics together, policy
comes before strategy and strategy comes before tactics as a sequence
or conceptual chain in the management process: Policy→Strategy→
Tactics. But, all the three concepts are closely interrelated.
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• Plan or planning should precede action and strategic planning should
precede strategic management. Strategic planning—also called corporate
planning—provides the framework (some call it a tool) for all major
decisions of an enterprise—decisions on products, markets, investment
and organizational structure.
• Benefits of strategic management are many—both financial and non-
financial. Studies have shown that organizations using strategic
management are more profitable and successful than those which do
not.
• Strategic management has its limitations also—analysing a complex
environment; plans, frameworks and systems mean rigidity; limitation in
implementation; and inadequate appreciation by the management.
• Every company or business has moral or ethical responsibility towards its
shareholders. Therefore, strategic management should be ethical and
socially responsible.
• Business continuity planning means proactively working out a means or
method of preventing or mitigating the consequences of a disaster – natural
or man-made (sabotage or terrorism) – and managing it to limit to the
level or degree that a business unit can afford.
3.11 Glossary
• Business continuity planning: Proactively working out a means or
method of preventing or mitigating the consequences of a disaster – natural
or man-made (sabotage or terrorism) – and managing it to limit to the
level or degree that a business unit can afford.
• Policy: The art or manner of governing a nation or the principle on which
any measure or course of action is based.
• Strategic management: Set of decisions and actions which leads to the
development of a corporate organization.
• Strategic plan (also called a corporate plan or perspective plan): A
blueprint or document
• Strategy: The combination of competitive moves and business
approaches that managers employ to please customers, compete
successfully, and achieve organizational objectives which incorporates
details regarding different elements of strategic management.
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3.12 Terminal Questions
1. Explain the difference between policy, strategy and tactics.
2. Explain strategic management. How is it different from operations
management?
3. Specify the interrelationship between strategic planning and strategic
management. Which comes first?
4. Mention the major benefits of strategic management; state in terms of
both financial and non-financial benefits.
5. Does strategic management have any ethical implications? If so, explain
them.
6. What is business continuity planning? Explain in terms of strategies and
implementation.
3.13 Answers
Answers to Self-Assessment Questions
1. Strategy
2. Trade-off
3. False
4. ‘policy’
5. True
6. False
7. Strategic, operational
8. middle and lower
9. True
10. True
11. strategic plan
12. True
13. Proactive
14. False
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17. moral or ethical
18. True
19. Business continuity planning
20. Prevention, response
Answers to Terminal Questions
1. Policy is broader or more general—more in the form of guidelines or
principles. Refer to Section 3.3 for further details.
2. All the management functions of a company can be broadly classified
into two categories—strategic and operational. Refer to Section 3.4 for
further details.
3. Plan or planning should precede action. And, strategic planning should
precede strategic management. Refer to Section 3.5 for further details.
4. An organization can derive many benefits from strategic management.
Refer to Section 3.6 for further details.
5. Every company or business has moral or ethical responsibility towards its
shareholders. Therefore, strategic management should be ethical and
socially responsible. Refer to Section 3.7 for further details.
6. Businesses need to be planned not only for today , but also for tomorrow,
that is, for the future. This implies business continuity and the need for
sustainability. Refer to Section 3.8 for further details.
3.14 References
1. Glueck, W F. 1980. Business Policy and Strategic Management. New
York: McGraw-Hill.
2. Hofer, C A, E R Murray, R A Pitts, and Ram Charan. 1984. Strategic
Management—A Casebook in Policy and Planning. 2nd ed. Minnesota:
West Publishing.
3. Mintzburg, H, and J B Quinn. 1991. The Strategy Process: Concepts,
Contests and Cases. New Jersey: Prentice Hall.
4. Ramesh, P, Business Continuity Planning, Technology Review 2002-04,
Tata Consultancy Services, July 2002.
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5. Steiner, G A, J B Miner, and E R Gray. 1982, Management Policy and
Strategy. New York: Macmillan.
6. Thompson, A A, Jr, and A J Strickland. 2001. Strategic Management:
Concepts and Cases. New Delhi: Tata McGraw-Hill.
Endnotes
1 A A Thompson Jr, and A J, Strickland, Strategic Management: Concepts and Cases
(New Delhi: Tata McGraw-Hill, 2001) 3.2 M E Porter, ‘What is strategy, ’ Harvard Business Review (November –December,
1996), 61 –78.3 P Kotler, Marketing Management (New Delhi: Prentice Hall of India, 2000), 66.4 A F Alkhafaji, Strategic Management (New York: The Haworth Press, 2003), 8.
5 W F Glueck, Business Policy and Strategic Management (New York: McGraw-Hill, 1980),
6.6 J A Pearce, and R B Robinson, Strategic Management (Singapore: McGraw-Hill, 2000),
6.7 G A Steiner, J B Miner, and E R Gray, Management Policy and Strategy (New York:
Macmillan, 1982), 25.8 C C Miller, and L B Cardinal, ‘Strategic Planning and Firm Performance: A Synthesis of
More than Two Decades of Research, ’ Academy of Management Journal 6, no. 27
(1994); M Peel, and J Bridge, ‘How Planning and Capital Budgeting Improve SME
Performance, ’ Long Range Planning (October, 1998); J Smith, ‘Strategies for Start-
ups,’ Long Range Planning (October, 1998).9 F R David, Strategic Management (2003), 20.
10 This sub-section is based on P Ramesh, Business Continuity Planning , Technology
Review 2002 –04, Tata Consultancy Services, July 2002, pp. 5 –10.11 P Ramesh (2002), p. 37.