APPENDIX 1: CASE STUDY CASE 1 Let us examine the problem faced by Mr. Nataraj, Regional Manager of Alpha Pvt. Ltd. Alpha makes and distributes products from more than 10 international pharmaceutical and health care companies. Mr. Nataraj is responsible for managing existing clients and also to get new clients. He manages a number of sales representatives. Important customers have a dedicated sales representative, while other sales representatives try to get new clients. One day an important customer (Good Health Hospital) called Mr. Nataraj and complained that Mr. Bhavan (the sales representative) was ineffective and insisted he be removed, or else they would not give any business. Here are Mr. Nataraj's thoughts: In an internal enquiry, Mr. Nataraj found that the real reason was personal differences between Mr. Bhavan and the hospital superintendent The track record of Mr. Bhavan was good and he was liked within the company. Dismissing him or even transferring him to a new region will affect the morale of the work force. . Good Health Hospital is a major customer and gives good business. Losing the hospital is not an option. Therefore, the demands of the hospital have to be met. If you were Mr. Nataraj, what would you do to solve the problem: Here are some sample options, you may choose from these options or come up with your own solutions: 1. Good Health Hospital is a major customer and cannot be displeased. I will remove or transfer Mr. Bhavan. 2. Mr. Bhavan is a loyal and hard working. I need to keep people like him even if it means loosing customers. 3. I will stop answering calls, act ignorant of the whole episode. 'Time will solve the problem! 4. I will try to get Mr. Bhavan and the Hospital Superintendent together for discussion and try to compromise over the differences. 5. I will move Mr. Bhavan to a new and more important project - develop new business in the newly formed sub-region. Good Health Hospital will have no problem with the new sales representative