Organizational innovation, leading change, customer service management in professional service firms.
Advanced undergraduate, MBA/executive education.
This case describes the human resource (HR) dilemma faced by BDO Hungary in 2010, an international audit and tax consulting partnership, operating in the country since 1989. In order to continue its past growth story and to reach closer to “Big Four” BDO has to enter new business segments, offer more services to its existing customers and seize higher value-added business potentials. The new strategy, however, is challenged by its incumbent, traditional core business: auditing, which is highly regulated by ethical, legal, and professional standards including non-advertisement regulations to which the resulting organizational culture and HR routines are congruent. The case is described from the perspective of the Equity Partner, HR Director and Executive MBA student, who is tasked with a new HR plan for training and development and is charged with implementing it successfully. How best to adjust current training and development policies to the best meet new strategic growth goals? How to develop existing human capital? How to make employees more commercially oriented in such a conservative, risk averse, and highly regulated environment? How to improve their customer service and the sales skill?
Expected learning outcomes
Exploring the importance of training and development in improving customer service levels in professional service firms operating in emerging markets. Understanding the limitations and the possibilities of transferring international HR policies and standards across borders and cultural differences.
This case study and the accompanying teaching notes were written by Dr. Zoltán Buzady, Assistant Professor of Management and Organizations at the Central European University Business School and Research Assistant Lia Nozadze, MBA 2010, edited by Jonathan Long, MBA 2010 and Antonia Issa MBA 2009. The case was prepared as a basis for class discussion and is not an example of effective or ineffective business conduct.
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