ASSIGNMENT MS-11 JANUARY-JUNE 2016

Course Code MS - 11 Course Title Strategic Management

Assignment Code MS-11/TMA/SEM - I/2016 Assignment Coverage All Blocks

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1. How do political-legal forces present an opportunity and threat to a particular organization? Explain with the help of an illustration. Political-legal forces in organization- Political-legal forces ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------actual and potential restriction on the way an organization operates.

Among the most important government actions are: -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------subject to revolutionary changes.

Political forces concern the influence of political parties, leaders and pressure groups such as civil society organization and trade unions. These forces negotiate or dictate policies that may change the course of business in your industry. Escalation of rivalry between political parties may result in disastrous outcomes. For example, the ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------on your business.

In addition the basic system of ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, and policies concerning utilization of natural resources.

Political activity may also have a significant impact on three additional governmental functions influencing a firm's external environment:

Supplier function- ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------affect the viability of some firm's strategies.

Customer function- -----------------------------------------------------------------------------, or eliminate many market opportunities.

Competitor function- The ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- unfavorable confrontation with government as a competitor.

Certain factors create Inter-linkages in many ways. Some examples are:

Political ----------------------------------------------------------------------------------------. Political -----------------------------------------------------------------------------------cultural environment. Politicians ------------------------------------------------------------------------------- of new technologies. Politicians ------------------------------------------------------------------------------- technologies.

The political environment is perhaps among the least predictable elements in the ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ policies. As political systems in different areas vary, the political impact differs. The country’s population democratically elects open government system. In totalitarian systems, government’s power derives from a select group.

The importance of observing the political environment

Firms should track their --------------------------------------------------------------------- because of the following reasons:

The stability of ------------------------------------------------------------------- of a particular local market.

Governments view ------------------------------------------------------------------------ for social reform. Governments pass legislation, --------------------------------------------------------------------, suppliers, and other companies. The government is ------------------------------------------------------------------------ public interest. Government ---------------------------------------------------------------------environment. Government ----------------------------------------------------------------- and services.

In general, the -------------------------------------------------------------- and increasing.

Opportunity and threat-

After assessing the -------------------------------------------------------------------------------------------- forces, like opportunities and threats that may have an effect on its destiny. These changes include

The --------------------------------------------------------------- competitors

The -------------------------------------------------------------- technologies

Shifts in the ------------------------------------------------ of your market area

Changes in the ---------------------------------------------------- buying habits

Changes in ------------------------------------------------- affect buying habits

Changes that alter the way customers access your business

Changes in --------------------------------------------------- regulations

Fads and fashion crazes

List the threats and opportunities facing your business, and follow these guidelines:

When listing opportunities, ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------in your competitive environment, and other forces that can affect your success.

When listing threats, ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------offering outdated or unnecessary.

If you’re having a tough time ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------present potential opportunities.

Looking over this list, the caterers were encouraged. Their opportunities outnumbered their threats. What’s more, they were convinced that they had the capabilities to capitalize on the pluses and counter the negatives.

Example: How political factors affect Nike

Studies show ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------value chain.

One example of this is in -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------employment practices.

2. Choose an organization that has multiple business units. Categorize each business unit in the a) BCG framework The ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. Starbucks’ Italian style coffee, espresso beverages, teas, pastries and confections had made Starbucks one of the greatest retailing stories of recent history and world’s biggest specialty coffee chain. In 2003, Starbucks made the fortune 500.

HIGH MEDIUM LOW

HIGH

MEDIUM

LOW

BCG Matrix The Boston --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Backward, Forward, or Horizontal Integration

---------------------------------------- Market Development Product Development

STARS

---------------------------- Market Development Product Development Divestiture

Product Development ---------------------------- Retrenchment Divestiture

-------------------------- Divestiture Liquidation

----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------relatives market position, high growth industry. Firms cash needs are high and cash generation is low.

This division ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------will be managed to maintain strong position for as long as possible.

Finally, in quadrant IV Dogs ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and it determinant that relative share position is HIGH.

Besides that, ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the Starbucks long-run opportunities for the growth and profitability. While, this division is in high relative market share and industry growth rate and subsequently they received substantial investment. The divisions are forward, backward, and horizontal integration, market penetration, market development and product development are will be considered.

b) GE framework The Directional Policy Matrix (or GE-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------analysis of the business.

The matrix shows the -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the share of the market enjoyed by the Host Company. The matrix is a 3×3 grid. The Y-axis measures market attractiveness while the x-axis measures the business strength. The scale is high, medium and low. A few key steps are necessary to create this matrix.

List the entire ------------------------------------------------------ strategic business unit. Identify the --------------------------------------------------------------------------. Evaluate ---------------------------------------------------------------- in the market. Calculate --------------------------------------------------------------- attractiveness. Determine ------------------------------------------------------------, Medium or low.

The company should invest ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------management; at worst candidates for divestment. Product / Market opportunities appearing 'in between' these extremes pose more of a problem, and the host company has to make a strategic decision whether to 'redouble its efforts' in the hopes of achieving market leadership, manage them for cash, or cut its losses and divest. EXAMPLE-

GE and the ------------------------------------

This matrix was created ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ and inaccurate.

GE brought McKinsey & Co on board and the 9 box matrix was designed. Apple A 2013 assessment of ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, or divest. The market attractiveness access ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------from secondary sources for the sake of this assessment. The matrix shows that Apple remains moderately ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Apple’s dominance, the best areas to compete with Apple remain the newer and faster growing markets of tablets and smart phones.

3. Select an organization of your choice following differentiation strategy. Now analyze as to how this strategy has helped the organization to develop competitive advantage over its competitors.

Differentiated ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------differentiate themselves from competitors to drive business.

A differentiation strategy ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------. You also face other risks that can impact your bottom line.

Coca-Cola uses the differentiation strategy to make ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------versus one of the many competitors. They also have different bottle shapes. Research has been conducted that shows people feel better about themselves and skinnier ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------allows customers to mix and match their classic Coca-Cola beverages with many different flavors.

Coke will need to ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------to their advantage. For example, many drinks are ordered as a "rum and Coke", "Captain and Coke" or --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- customers.

Coca Cola was ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------in order to differentiate is product.

A differentiation strategy is ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ offering the product.

Consumers are willing to pay more for this unique product for which they can’t find any substitute, that’s also why companies charge extra cost. Coca Cola Company ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------standards:

Corporate reputation ---------------------------------------------- of the best place to work Successful ----------------------------------------------------------------: Integrated marketing strategy Symbol ------------------------------------------

Coca-Cola has ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, in order to increase the volume of sales.

However, Coca Cola needs to stay ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------focus on their differentiation strategy.

The Coca Cola formula is THE ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of coca cola, but it is not the complete original one:

The packaging and ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the target (men). The different shapes are:

Glass bottle (0,25l; 0,5l; 1,5l) Plastic bottle (0,5 l; 1l; 1,5l, 2l) Cans (0,25l; 0,33l)

Coca cola is committed to strict environmental guidelines in order to ensure quality for the consumer but also to ensure the packaging has as less as possible impact on environment. Earlier, this brand ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------manage and maintain its brand image according to consumers’ attitudes and behavior. A worldwide acceptance ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the real thing” to “many things” successfully thanks to its positioning and branding strategy. Coca Cola Vs Pepsi (Competitive Advantage)

For a company to be successful it ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------strategies can be adopted by a company to gain favor in the market. For example Coca-Cola and Pepsi, two similar companies competing for the same market can employ these strategies to outdo each other.

Differentiation is a marketing ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------covers the additional cost of production .

In the differentiated focus, the company seeks to produce different products just within a narrow market section. This strategy is best for competitors who offer products targeting a broader group of customers with different tastes and preferences. The company

like PepsiCo would look for special needs of the consumers. Nice packaging and different labeling for instance in a given part of the market would allow PepsiCo to sell more than Coca-Cola in that section of the market.

With cost leadership strategy----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------economies of scale.

In cost focus, Coca-Cola may notice it -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------would lead to more sale hence can outdo PepsiCo in the same market environment

4. Explain the linkage between the corporate-level strategy, business-level strategy and functional strategies giving examples.

Many organizations develop strategies at three different levels. These three different and distinct levels of strategy are corporate, business, and functional:

1. Corporate-level strategy is ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of products or services, acquisitions of new businesses, and how resources are allocated between the different elements of the organization. For News Corporation, diversifying from print journalism into television and social networking are corporate-level strategies. Being clear about corporate-level strategy is important: determining the range of businesses to include is the basis of other strategic decisions.

Corporate level strategy ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, conceptual and less concrete than decisions at the business or functional level.

These strategies address-

a. What business ------------------------------------------------------------------------------- competitive position. b. How the strategies of --------------------------------------------------------------------- competitive position. c. How ---------------------------------------------------------------- among businesses.

2. Business-level strategy ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ innovation, appropriate scale and response to competitors’ moves. In the public sector, the equivalent of business-level strategy is decisions about how units (such as individual hospitals or schools) should provide best-value services. Where the businesses are units within a larger organization, business-level strategies should clearly fit with corporate-level strategy.

a. The distinction between ---------------------------------------------------------------------------------- with separate divisions that compete in different industries.

b. A strategic ------------------------------------------------------------------------------------------------------ competitors that can be managed reasonably independently of other businesses within the organization.

Business-level strategy is – applicable -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------environment, a SBU is created for each such segment. For example, Reliance Industries Limited operates in textile fabrics, yarns, fibers, and a variety of petrochemical products. For each product group, the nature of market in terms of customers, competition, and marketing channel differs.

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

There-fore, it requires different strategies for its different product groups. ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ of the firm and the broad constraints and policies within which a SBU operates. The corporate level will help the SBU define its scope of operations and also limit or enhance the SBUs operations by the resources the corporate level assigns to it. There is a difference between corporate-level and business-level strategies.

For example, Andrews says that ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------convert distinctive competence into competitive advantage.’ Corporate strategy is not the sum total of business strategies of the corporation but it deals with different subject matter. While the corporation is concerned with and has impact on business strategy, the former is concerned with the shape and balancing of growth and renewal rather than in market execution.

3. Functional-level strategy focuses ------------------------------------------ in a way that supports the business-level strategy.

a. Functional areas include operations, ---------------------------------------------------------------- and development, and engineering.

b. Functional strategies are ---------------------------------------------------------------------------- by business unit heads.

Functional strategy, as is ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------functional area and coordination between them for optimal contribution to the achievement of the SBU and corporate-level objectives. Below the functional-level strategy, there may be operations level strategies as each function may be divided into several sub functions. For example, marketing -------------------------------------------------------------------------------------------------------------------------------- function strategy contributing to functional strategy.

--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

5. How do ethics and values help the organization in developing a sound corporate culture? Discuss with the help of suitable examples.

Ethics concern an ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------rejecting the route that would lead to the biggest short-term profit. Ethical behaviour and corporate social responsibility can bring significant benefits to a business. For example, they may:

Attract -------------------------------------------------------------- boosting sales and profits

Make employees want ---------------------------------------------------------------- increase productivity

Attract more employees ------------------------------------------------ the company to get the most talented employees

Attract investors ------------------------------------------------------------------------ the business from takeover.

Unethical ---------------------------------------------------------------------------------------------------------------------------------- and make it less appealing to stakeholders. Profits could fall as a result.

Ethics is the ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ or unreasonable – that is whether they are supported by good reasons or poor ones.

Ethics is however not the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------are truly good or bad or right or wrong. Ethics in contrast, is a study of moral standards whose explicit purpose is to determine as far as possible whether a given moral standard is more or less correct. The issues that business ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------within which business operates.

Corporate issues in business ethics ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of dollars on a project that the company knew would probably not generate any profits.

Along with good ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------partners who work together with us.

Ethics tries to create a sense of right and wrong in the organizations and often when the law fails, it is the ethics that may stop organizations from harming the society or environment

Business ethics is ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------just, that maximize the economic utility of society’s members and that respect the freedom of choice of both buyers and sellers.

The duty to the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------duty to protect consumers’ interest begin?

Companies with strong ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------advantage and serve as a valuable organizational asset.”

A culture of integrity also is generally characterized by:

—Organizational values: --------------------------------------------------------------------------- commitment to legal and regulatory compliance, integrity and business ethics.

—Tone at the top: Executive ---------------------------------------------------------------------------------------- partners to behave legally and ethically, and in accordance with compliance and policy requirements.

—------------------------------------------------------------------------------------------------------------------- align with the messages from leadership related to ethics and compliance.

—Middle managers who carry the banner: Front------------------------------------------------------------------------------------------- the power of stories and symbols to promote ethical behaviors.

—Comfort --------------------------------------------------------------------------------------------------------- with legal, compliance, and ethics questions and concerns without fear of retaliation.

—Accountability: ------------------------------------------------------------------------------------------- with the law and organizational policy, as well as adhering to shared values or organizational values.

—The hire-to-retire life cycle: ----------------------------------------------------------------------------------------------------------------------------------------------------------- steeps new employees in organizational values, and mentoring reflects those values. Employees are treated respectfully when they leave or retire.

—Incentives and rewards: The organization rewards and promotes people based, in part, on their adherence to ethical values. It is not only clear that good behavior is rewarded, but that bad behavior—such as achieving results regardless of method—can have negative consequences.

—Procedural justice: -------------------------------------------------------------- of the organization. “Employees may not always agree with decisions, but they are likely to accept them if they believe a process has been fairly administered,” .

A number of steps can help to reinforce culture and values:

Appoint a Chief --------------------------------------------------------------------------------------------------- related controls and procedures, and improve accountability for ethical behavior through training and performance assessments.

Create listening posts: ----------------------------------------------------------------------------------- and what they think.

Maintain a healthy mood in the middle: ----------------------------------------------------------------------------- the policies and practices that drive everyday behavior.

Keep it interesting: -----------------------------------------------------------------------------------------------------------------. Encourage storytelling to bring values to life.

Play fair: Reward the right -----------------------------------------------------------------------------------

Shout it from the rooftops: ---------------------------------------- values and expectations. In this case, more is better.

Corporate Culture and Ethics Example (Tata Steel)-

Ethical behaviour is intrinsic to the way Tata Steel conducts business and it is part of the Group’s legacy from the Founder Jamsetji Tata, who believed that business must operate in a way that respects the rights of all its stakeholders and creates an overall benefit for society.

The Tata Steel -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and outside the workplace.

What binds together -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of common good through social agencies. The Tata ethos, Company vision and goals serve as guiding philosophies for Tata Steel Limited, with the Tata Code of Conduct acting as its ethical roadmap.

The values and ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------global presence the Tata Code of Conduct has

been reviewed to accommodate required and appropriate modifications. This has ensured that diverse cultural and business related issues are addressed universally across the Group. The business ethos of the -------------------------------- structure - the Management of Business Ethics (MBE) - which is based on four pillars: LEADERSHIP - The -------------------------------------------------------------------, supported by Departmental Ethics Coordinators, reports directly to the Managing Director and has access to the Board of Directors. COMMUNICATION AND AWARENESS - ---------------------------------------------------------------------------------------------------- agree to respect it. Employee seminars, compliance training and ethics awareness workshops are conducted at frequent intervals. EVALUATION -------------------------------------------------------------------------------------- as required are introduced under the MBE Annual Business Plan. COMPLIANCE STRUCTURE - A ------------------------------------------------------------------------- to ensure that governance standards are met. These include Gift Policy, Whistle Blower Policy, Ethical behaviour is intrinsic to the way --------------------------------------------------------------------------------------------------------------------------------------------------------- respects the rights of all its stakeholders and creates an overall benefit for society.

The values and principles, ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of Conduct has been reviewed to accommodate required and appropriate modifications. This has ensured that diverse cultural and business related issues are addressed universally across the Group. The Tata Code of ------------------------------------------------------- Tata Steel. Compliance to the Code is a condition of service for all employees and is also a pre-requisite for service for suppliers, contractors and vendors, who must agree to respect it.

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