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'Social Engagement' in Nurturing Gen Y as a Professional with a Difference: Xiss as a Brand Master*

CASE STUDY, CORPORATE SOCIAL RESPONSIBILITY
ET Cases - GSMC, 19 Pages
AUTHOR(S) : Dr. Shyamal Gomes, Associate Professor, Total Quality Management & Strategic Management at XISS Ranchi

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'Social Engagement' in Nurturing Gen Y as a Professional with a Difference: XISS as a Brand Master

 

In 1950, the total number of universities in India was 30 and the number of colleges was 695 which means on an average 23 colleges per university. In 2011-12, the number of universities has grown 30-fold and the number of colleges was 33,623 averaging 51 colleges per university (Exhibit VII). Moreover, there were 16 IITs and 13 IIMs, a group of autonomous engineering, technology and management institutes also providing the higher education and making professionals. Through UGC (University Grant Commissions), AICTE (All India Council for Technical Education), ICAR (Indian Councils for Agriculture Research), BCI (Bar council of India), MCI (Medical Council of India) etc., Department of Education under the Union Ministry of Human Resource Development is responsible for improving the overall education scenario of the country as well as planning & implementing various programs and policies of the government related to education. But, in reality, the higher education has become critical to India’s emergence in the global scenario. There are many problems that we are presently facing in education sectors. According to NASSCOM-McKinsey report, the Indian Industry will face its biggest challenge ever due to the shortage of talented and knowledge workers, across Industry, compounded by the fact that only 25% of fresh engineers; and a mere 10% of fresh graduates are actually employable, which is an alarming situation. In 43rd convocation of Bangalore University in Bangalore, former president Dr. A.P.J. Abdul Kalam said that “un-employability of a majority of Indian youth, which is a result of skill deficit, would be a bigger crisis than unemployment itself in 2020. Therefore, Skill deficit among our youth is the most important issue to be addressed on priority than the country’s infrastructure deficit,” he said. In the 5th National Summit on Institutionalizing Academia Industry Interface organizing by PHD Chamber of Commerce, Sr. Political leader Sri Murali Manohar Joshi regretted that the highly skilled human capital churned out by IITs and IIMs are only helping developed nations as they are working in the direction which do not consider eradication of Indian Problems. Educated youth mostly in the country was reduced to ‘tailors’ rather than becoming ‘textile makers’ due to greater focus on borrowing of technology rather than creating it. According to Times Higher Education BRICS and Emerging Economics Rankings for 2016, Indian educational Institute (Indian Institute of Science, Bangalore) occupy 16th place among top 200 Universities in the world (TOI dated December 5th 2015)...............

Delivering as a Brand Master - The Jesuit Society:

It all began nearly 500 years ago. In the Basque country of northern Spain, a boy named Inigo was born. He lived in a very small castle because, although noble, his family was not wealthy. Like most noblemen of his times, the boy grew up half educated, with a love for fine clothes, beautiful ladies and the glorious sound of battle. He thought of himself as a great lover, but in this regard it seems that God had different plans for Inigo of Loyola. Wounded in the battle, he fretted in his couch, enduring much pain and boredom. So just to drive away the boredom he took on reading the lives of great saints. Gradually the miracle of God’s grace transformed this young man. Inigo set his steps on the rocky path that lead him to Salamanca, Paris, Venice, Jerusalem and Rome...............

The Institute:

Xavier Institute of Social Service (XISS) is nationally and internationally reputed temple of learning, situated in the culture city of Ranchi, Jharkhand. This creative and innovative Management Institute / Social centric Business school was founded by the great visionary Fr. Michael Windey S. J. a professor at St. Xavier’s college, as an extension department of St. Xavier’s College, Ranchi, in 1955. The main objective was to train young men and women in Rural Development, Personnel Management and Industrial Relations etc..........

Vision & Mission:

To create a just, humane, and equitable society where the underprivileged (poor and oppressed) assume their rightful place. As a centre for excellence in the country, imparting value driven management & development education, and catering to its diverse clientele and stakeholders. To achieve this vision and mission the primary objectives are.............

Management Pedagogy: Making XISS the Centre for Excellence:

The Institute proposes to make its students as the agents of social change, who see their future not primarily as a career for self-enrichment but as a way of contributing their part to the basic evolution that is taking place in India today. In this context, the imparting of knowledge and skills is of vital importance, but even more crucial is the purpose for which this knowledge and these skills are utilized. Will they contribute to justice for the poor and oppressed, more social concern, more honesty and cultural understanding, rather than the maintenance of the status quo and a lopsided distribution of power and benefits? ...............

Course Design:

The subjects in the syllabus of the Post-Graduate course in Management have been classified under three major headings.

I. Foundation Subjects like Business Communication, Research Methodology, Social Justice & Social Action, Social Work etc.
II. .............

Collaborations with National and International Institutions/Universities:

XISS is always open to learn, innovate and intensive forms of collaborations. Such partnerships provide opportunities for cross-collaboration between the two institutes to generate more innovative ideas in higher education system. For example, during the academic year 2013-2014, XISS participated in the Annual Conference of the International Association of Jesuit B-Schools (IAJBS) held at St. Louis University, USA. 50 Jesuit B-Schools out of 127 countries in the world were present and shared their research experiences. Carrying on the mission of promoting the international Jesuit Alumni Fraternity, the faculty, alumni and director level members of XISS participated in the 8th world congress of the World Union of Jesuit Alumni (WUJA) at San Ignacia de Loyola School, Medellin, Columbia in South America..............

Social Service in XISS as DNA and Benchmark for others:

In their article “The New Age of Innovation: Driving Co-created Value through Global Network” Prahalad C.K. & Krishnan M.S (2008) pointed out that the new world of innovation and value creation is knowledge intensive. Prof. Dr. H.C. Chaudhary (2006) mentioned that there can be three functions of education - transmission of knowledge, creation of knowledge (research) and conversion of knowledge into wealth which may or may not be in monetary form. XISS has developed its own distinct identity, and intends to train ‘Professionals with a Difference’, i.e............

What is Social Service Field Work?

It is a compulsory task for all the students of XISS who voluntarily keep themselves engaged in the first year course with the reputed humanitarian organizations in Ranchi. (Exhibit II in annexure) Why they are doing so? XISS logo is giving the answer - ‘Leaven in the dough’. It means the students of XISS are like life in the society. As yeast provides life to the dough by transforming it into bread, the students act as catalysts to the underprivileged society and develop it into a better living place. The students work towards the development of the underprivileged section of the society and act as a catalyst in improving the standard of living of the section............

Perceptual overviews about SSFW from the cross section of the society:

The young alumni (2012-2014) of Human Resource Management like Ms. Amrita Pandey, Sudhanshu S.Toppo, Priyanka Bose, Shoaana Ahmed, Shail Sharan Sha, Nitin Jonhson, Akshay Rakshit, Vishaka Agarwal and many more believe that social service field work is the journey of a person from “What about us” to “How can we contribute to the society”? According to them, SSFW is an attempt to provide them a platform to nurture the values & virtues of showing and caring. It helped them to understand human values and the doctrine of the society and culture............

Resolving Social Fieldwork as Social engagement what leads to Quality Education:

‘Quality Education’ is a system of learning that produces well-educated individuals who can handle matters of concern within their area of study proficiently. The system should imbibe desirable qualities such as moral ethics in the individuals. These qualities will increase when a person or adult learner is directly linked with social engagement during his / her learning period. Social Engagement can be defined as the process of establishing effective working and social relationships so that there can be a shared understanding of goals and a shared commitment to supporting each-other in the organization or family to realise those goals..........

The Road Ahead:

The Institute so far has taken a leadership role in promoting challenging ideas like social service, the spirit of integration of the world, etc. But for its long run sustainability in the competitive environment, it must formulate some policies towards environment, creativity, brand value and innovation such as the following:

• Organizational Quality Policy: To implement quality assurance in teaching, research and management, XISS should adopt formal, transparent and credible standard systems. Because in the coming years, ongoing quality changes in higher education in the wake of national educational reforms, legislative enactments and the UGC/MHRD directives would necessitate implementation of a quality assurance policy..........

Conclusion:

Tomorrow’s business imperatives lie outside the performance envelope of today’s best management practices. Pressures of globalization, changes in workforce demographics, and the knowledge-based economy have made talent development and talent search extremely difficult and a most competitive asset. Every talent management process in use today was developed half a century ago – it is high time to evolve with a contemporary model. Professional and moral ideals that once animated and inspired business schools have now been just about obliterated by a doctrine that managers are merely agents of shareholders (Rakesh Khurana, HBR 2008)...........

Exhibits

Exhibit I: Social Engagement is the central focus in XISS way of learning process

Exhibit II: Different components in Social Engagement in XISS

Exhibit III: DCDD - Matrix of Professional enhancement

Exhibit IV: A sustainable Model of Social Service Field Work (SSFW) in XISS, RanchiCollaboration / Social Engagement in Diff. Centre

Exhibit V: Developmental Trend in XISS: 1955-2015

Exhibit VI: Transformational leaders & Sustainability Model of XISS, Ranchi

Exhibit VII: University & Colleges in India (2014-15)

Exhibit VIII: Important Milestones

Exhibit IX: EDP programs at XISS

Exhibit X: Future Quality Management Initiatives by XISS (2015-20)

Exhibit XI: The Impact analysis: 60 years glory of XISS

Teaching Note Preview

'Social Engagement' in Nurturing Gen Y as a Professional with a Difference: XISS as a Brand Master

 

Case Synopsis

Today, there is a marked decline in the standards of scholarship among the Indian teachers/scholars and students with the inevitable result that the qualified ones become rare commodities day by day. Is it as much due to ‘academic stagnation’? It has been observed that most of the educational institutions (especially in the field of management) are gradually changing their route “capital of knowledge” to ‘capital of source provider’. They are more in the nature of ‘factories manufacturing unemployable graduates’ rather than ‘temples of scientific knowledge creation and quality education provider’. According to NASSCOM-McKinsey report, the Indian Industry will face its biggest challenge ever due to the shortage of talented and knowledge workers, across Industry, compounded by the fact that only 25% of fresh engineers; and a mere 10% of fresh graduates are actually employable, which is an alarming situation. In 43rd convocation of Bangalore University in Bangalore, former president Dr. A.P.J. Abdul Kalam said that “un-employability of a majority of Indian youth, which is a result of skill deficit, would be a bigger crisis than unemployment itself in 2020. Therefore, Skill deficit among our youth is the most important issue to be addressed on priority than the country’s infrastructure deficit,” he said. To develop true professionals with a difference in order to fulfil the requirements of industries, universities/institutions should promote “excellence” not only in knowledge sharing but also through a system of “Social Engagement” so that the GenY are able to understand the ground reality and prepare their mind-set before they enter into the corporate world. On the other hand, nos. in fact also show that the 16 (existing) IITs are now able to enrolled only 10,000 plus students annually but India needs nearly 1,00,000 high quality engineers every year. Therefore, the question is whether the Government should create more IITs / IIMs or general institutes of higher learning only or provide support (technically & financially) also to those private institutes who are catering the nation by providing value-based quality education and nurturing professionals with a difference?

Pedagogical Objectives:

  • 1. To examine the practicality of the mission of higher education in India which is “to achieve access, equality, justice, quality, employability, inclusiveness and create a knowledge society/ economy”
  • 2. To examine the socio-psychological impact of Social Engagement in the line of sustainability, quality education system and how an organization like XISS (who practicing its own methods for ‘Social Engagement’ in Nurturing Gen Y as a Professional with a Difference)has been empowering women and poor in the Eastern and other regions of India
  • 3. To find out the challenges that XISS is facing to enhance participation rates in higher education from girls, SC/ST students, minorities and physically handicapped

 

Relevance of Study/Introduction to the Organization:

Xavier Institute of Social Service (XISS) is nationally and internationally reputed temple of learning, situated in the city of Ranchi, Jharkhand. This creative and innovative Management Institute/Socialcentric Business school was founded by the great visionary Fr. Michael Windy S. J. as an extension department of St. Xavier’s College, Ranchi, in 1955.............

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Abstract

Today, there is a marked decline in the standards of scholarship among the Indian teachers/scholars and students with the inevitable result that the qualified ones become rare commodities day by day. Is it as much due to 'academic stagnation'? It has been observed that most of the educational institutions (especially in the field of management) are gradually changing their route from 'capital of knowledge' to 'capital of source provider'. They are more in the nature of 'factories manufacturing unemployable graduates' rather than 'temples of scientific knowledge creation and quality education provider'. To develop true professionals with a difference in order to fulfil the requirements of industries, universities/ institutions should promote 'excellence' not only in knowledge sharing but also through a system of 'Social Engagement' so that the Gen Y are able to understand the ground reality and prepare their mind-set before they enter into the corporate world. Question is how?

In this backdrop, an attempt has been made to do a micro-level case research using both primary and secondary data of a Jesuit B-School named Xavier Institute of Social Service (XISS), Ranchi, Jharkhand which is supporting & nurturing management professionals for the last 60 years and also practicing its own brand value by way of 'Social Service' to the most needy ones in general, and the marginalized groups like weaker section of tribal in particular. However, this is primarily a qualitative study to identify and formulate a quality framework of higher management education and the right meaning of social engagement, therefore the research methodology is based on stratified random sampling, personal interviews, focused group discussion and analyzing the data.



Pedagogical Objectives

  • To examine the practicality of the mission of higher education in India which is “to achieve access, equality, justice, quality, employability, inclusiveness and create a knowledge society/economy”
  • To examine the socio-psychological impact of Social Engagement in the line of sustainability, quality education system and how an organization like XISS (who practicing its own methods for ‘Social Engagement’ in Nurturing Gen Y as a Professional with a Difference) has been empowering women and poor in the Eastern and other regions of India
  • To find out the challenges that XISS has been facing to enhance participation rates in higher education from girls, SC/ST students, minorities and physically handicapped

Case Positioning and Setting
This can be used in MBA or other Post-Graduate level programs in courses such as Corporate Social Responsibility and Business Ethics


* GSMC 2016, IIM Raipur

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