SIES COLLEGE OF MANAGEMENT STUDIES, NERUL, NAVI MUMBAI 400 706

MMS Semester IV 2014-16

PGD

Creativity and Innovation Management

Maximum Marks: 60 Date: 28/04/2016 Duration: 2 hours Time: 10.00-12.00 Noon
Question no.1 is compulsory. Answer any four questions out of remaining.

Part A (Case Study)( 20 Marks) Q1.Read the case and answer the questions.
Many people suffered blindness needlessly in our country because they did not even know about
a procedure as basic as a cataract operation, shared Dr. Rani Geetha Priyadarshini, Associate
Professor (OB and HR) at the Amrita School of Business, Coimbatore.

This fact led to the founding of the Aravind Eye Care Systems (AECS) in 1976 when
Govindappa Venkatawamy retired as the Head of Ophthalmology from a medical college in
Madurai and decided to find a solution to the problem.

Today, Venkatawamy is no more but AECS flourishes; it has a significant presence in South
India. Its chain of hospitals and centers serve many urban, rural and remote areas. There is a
medical equipment factory and a training institute.

The organization operates with a unique service-oriented model. Free treatment and care is made
available to those who cannot pay. For all the rest, affordable eye care services are provided.
Cataract surgeries form 70% of all operations.

In 2008-2009 (most recent years for which figures are available), over 1,50,000 people availed of
the free services at AECS. An equal number paid for their services at very modest rates.

he organization follows unique HR practices also. It trains mid-level ophthalmic personnel,

mostly women from villages, who are trained in a two-year course. These women never had the
chance to go to college, now they get the opportunity to enter the work stream as mid-tier
technicians.

The HR policies practiced here have been AECSs trump card, affirmed Dr. Priyadarshini.

Recently a case study on AECS titled Eye Care for All authored by Dr. Priyadarshini was
published by Society for Human Resources Management in India.

In the case, Dr. Priyadarshini elaborated on the unique HR model of the eye care provider that
has seen such substantial expansion in a few decades.

Integration of facilities and support systems ensure that a surgeon here can perform 2,000
surgeries per year against the global average of around 500, she noted. Surgeons perform six to
eight operations per hour on an assembly line basis with the support of internally-trained mid-
level ophthalmic personnel.

AECS has well-evolved in house training operations. Currently, it runs programs to develop
ophthalmologists, paramedics, eye care managers and support service personnel. It was
accredited to offer diplomas in ophthalmology in 1982, and subsequently recognized to offer MS
in ophthalmology in 1986. Since 1988, it has also been offering fellowship programs in various
disciplines of eye care.
While structured training programs have kept up a steady supply of new personnel, continuous
education has helped existing workers widen their skills. There is a low rate of attrition. Not only
that, there is a sizeable waiting list of applicants.

AECS recruits without commercial media advertisements. It advertises its personnel needs
through announcements during camps and referrals through employees. Currently, 338 medical
officers and consultants, 1,313 mid-level ophthalmic personnel and 496 administrative staff are
on AECSs rolls.

On joining the work stream, each employee quickly realizes the importance of the founders
values. This breeds a spirit of involvement and accountability. It goes a long way toward
building up a fierce brand loyalty. Effective compensation systems and welfare measures back
up the high moral ground and help retain employees.

Overall, it is clear that the hospitals self-sustaining and organic HR template draws and retains
the best medical talent.
Q.a.What are the various innovations done by AECS? (10 marks)
Q.b.In your openion, how have the innovations contributing to the success of AECS. (10 marks)

Part B
Q2. Distinguish between creativity and innovation--- (10 marks)
Q3 Write notes on (5x2=10 marks)
a) Strategic and tactical innovation b) Product and process innovation
Q4 What are the types of Innovation- Illustrate with examples --- (10 marks)
Q5 What do you understand by creative problem solving? What are the steps towards
creative problem solving? --- (10 marks)
Q6 Write Short notes on--- (5x2=10 marks)
a) Lateral Thinking b) Benefits of six thinking hats framework
Q7 You have met with an accident and have been admitted to the hospital with a
compound fracture of your tibia. You are in traction and have to spend time productively
for the next six months in a bed ridden state How will you use the six thinking hats method
to make your stay more pleasant9 --- (10 marks )
Q 8 Give five examples of disruptive innovations that have taken place in the industry over
the past five years--- (10 marks)