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Where’s The ‘Core Competence’ Of Core
Sector Units? A D
DAMODARAN |
Core sector industries have always been treated with special
priorities in our country as part of the political-industrial
policies of successive governments. Among them, nine of the
financially successful ones are now being called Navaratnas,
planned to be steadily developed as Indian examples capable of
standing up to competition, with the oil sector units enjoying
added special status.
While this policy deserves appreciation,
more so in terms of their crucial role in national development,
it is also essential to have a second look at these units from
the points of view of their ‘core competence’.
Well known management guru, CK Prahlad, in his oft-cited
Harward Business Review publication, has introduced the concept
of core competence for corporates as follows: A company’s
competitiveness derives from its core competencies and core
products. Core competence is the collective learning in the
organisation, especially the capacity to co-ordinate diverse
production skills and integrate streams of technologies. First,
companies must identify core competencies, which provide
potential access to a wide variety of markets, make a
contribution to the customer benefits of the product, and are
difficult for competitors to imitate. Next, companies must
reorganise to learn from alliances and focus on internal
development.
This concept has been extended by James M Higgins in his
article “Achieving Innovation, the Core Competence” in the R&D
Innovator (Volume 5, Number 6, June 1996). To quote: “Recently,
NEC Corporation was forced to withdraw its low-priced monochrome
ink jet printer from the market only four months after its
introduction. Why? Because the dominant firm in that industry,
Hewlett-Packard, had already beaten them to the market with a
cost reduction of forty percent on its monochrome ink jet
printer and the introduction of an improved colour printer. HP
used product innovation to enhance the existing products, and
process innovation to reduce costs and create a relative
low-cost position in the market. HP’s entire philosophy of
business is based on innovation, from product development to
human resource management. There are other firms where
innovation is also a way of life. Then there are firms where
innovation may not be a way of life, but where it has been
critical to success. For example, when Intel was faced with new
and nimble competitors, it chose speed of product development as
its key strategy, and blew the competition out of the water.
Finally, General Electric’s introduced best practices (GE’s
version of benchmarking), process mapping (reengineering) and
workouts (energetic, highly participative employee-manager
retreats), all in order to get more new ideas from employees.”
These ideas were aimed at significantly increasing innovation
in order to substantially increase productivity. These actions
were taken in a firm which already, in most years, files more US
patents than any other firm headquartered in the US. In each
case, these firms—HP, Intel, and GE—as well as some others, met
strategic challenge through innovation. These types of firms are
the ones that others should emulate for they know that to do
business, as Peter Drucker suggested in a recent Harvard
Business Review article: “Every organization—not just
businesses—needs one core competence: innovation.”
Innovation gives these firms a competitive advantage. Now and
in the future, more than any time in history, the secret to
competitive advantage is innovation. It can help businesses meet
all of their strategic challenges, not just competition....
Innovation allows a firm to solve its challenges in unique ways
that build competitive advantage either through relative
differentiation, a relative low-cost position, or some
acceptable level of both. Innovation can’t guarantee success,
but success cannot be achieved in the long run without it”.
In essence, without continuous innovation and invention, core
competence will steadily lose its steam, making the industry
unviable and uneconomic, however much it is kept supported by
other means.
Depending totally on technology import, both for initial
establishment and for subsequent modernisation/expansion, our
core sector industries, by and large, did not concurrently chalk
out any corporate plans to develop autonomously the ability to
climb up the technology ladder on their own through
well-structured and dedicated in-house R&D and T&D programmes.
Alarmingly, this malady has not really been adequately
appreciated by successive governments even after the New
Economic/Liberalisation Policy regime, including enactment of
the TRIPS-compliant IPR Regime.
Take the cases of two core sector industries in India,
namely, the petroleum/oil refining companies in the
infrastructure category (also among the Navaratnas) and
antibiotics units in the health sector.
For the petroleum/oil refining industries, a study published
in Economic & Political Weekly, May 29, 2004, finds the
following: “All the five public sector oil-refining companies
have turned up profits through the two decades under study in
this article. Paradoxically, public profitability (appropriate
indicator of operational efficiency) has declined for all five
companies. This observation is supported by the upward trend in
real unit cost of throughput of these companies. These
disturbing findings are corroborated by strikingly upward trends
in the ratios of working capital-to-throughput and gross
block-to-throughput over the period. Thus the operational
efficiency of the profit-making PSUs is in serious doubt”.
Among all these, Indian Oil Corporation alone has a
meaningful R&D Centre. While in fairness, it must be presumed
that IOC would have made use of its R&D results well, its weak
patents portfolio (USPTO describes only 19 patents during
1976-date) highlights its continued backwardness in the
Innovation Index. One can appreciate the seriousness of the
situation only when one compares the situation with an MNC like
Shell Oil Company with a total of 5,634 patents during the same
period and with 1,082 for catalysts alone, both thrown to the
same vagaries of the international globalised scenario.
The antibiotics scenario is more alarming. Hindustan
Antibiotics Ltd, set up by the government as a prestigious
industry, is now before the Board for Industrial and Financial
Restructuring, though reportedly the new minister is devising a
new rehabilitation strategy by writing off its accumulated loans
and providing fresh ones to restart operations, essentially
under political compulsion. Those under the private sector which
were established only in the 90s at a cost of Rs 500 crore are
facing closure due to ‘unsurmountable’ competition from China.
Here again, one must remember that though Indian R&D has
virtually forgotten the penicillin field, USPTO has granted 412
patents during 1976-date with the latest US 6,383,773, dated May
7, 2002, from the prestigious MIT. Neither the penicillin
industries nor the departments of industry/biotechnology nor any
other established R&D centres seem to be interested in such R&D
programmes, even though they are essential for maintaining a
state-of-the-art industrial base for such a life-saving
antibiotic. What, then, is the true meaning of “core competence”
of our core sector industries even if “the sector has grown at
the rate of 6.7 per cent in April-May 2004”? Our industrial
policy certainly needs a re-look.
Courtesy : The Financial Express July
23, 2004