Corporate Transformation or Cosmetic Makeover? Case of a Public Sector Bank in India
Published: 2013
Author(s) Name: Richa Awasthy, C. Vijayalakshmi, Rajen K. Gupta |
Author(s) Affiliation:
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Abstract
A longitudinal study was carried
out in a public sector bank
(PSB), which has taken many
change initiatives during the last
seven years (post 2004) like
technology up-gradation, new
products, strategic focus on customer
centri-city, and human resource
management. A qualitative
approach was adopted to
collect data from different locations.
In-depth interviews were
conducted with employees across
levels including some focus
group interviews. Findings indicate
that the changes happened
at a surface level but not at a
deeper level. PSB was able to
gain its employees acceptance of
the fact that change was inevitable
and that customer centri-city
and performance could not
be done away with, in order to
survive. However, this was accepted
very reluctantly.
Keywords: N.A.
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