Transcribe and Tally: jugaad in action

Ashish Malik (Lecturer at Newcastle Business School, University of Newcastle, Ourimbah, Australia.)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 28 June 2013



Transcribe and Tally: jugaad in action.

Subject area

Human resource development/management and change management, leadership, entrepreneurial development and indigenous innovation.

Study level/applicability

The case is suitable for final year undergraduate human resource development/management, change management, indigenous innovation, or specialist HRM Master's program (strategic HRM/HRD) students.

Case overview

The case study highlights the challenges of managing change and growth in India's dynamic business process outsourcing sector. The choice of a small organisation brings to the fore the impact of the strategic decisions owners of capital place on managers as they address issues of sustained growth to support short-term expectations of shareholders. The case highlights India's indigenous approach to frugal innovation or jugaad (finding a creative and improvised work around); how a group of managers consistently reinvented the business model and human resource management practices to stay afloat and meet shareholder expectations.

Expected learning outcomes

Depending on the teaching programme and the emphasis of this case in the class, one or more of the following learning outcomes (LO) can be achieved from this case study. These LO have been developed using Bloom's taxonomy and they progressively move from simple to complex LO. Following the case analysis, students should be able to: discuss the key challenges faced by Transcribe and Tally (T&T); identify and analyse the various influences of internal and external factors on training provision; understand the importance of an external network of service provision and identify the key training and organisational capabilities; analyse the dynamic interactions between the various factors and training provision; analyse the relationship between T&T's competitive strategy and its strategic choices (make versus buy) towards investing in training; evaluate the role of training in developing organisational capabilities; and strategize a way forward for Roy Thakur.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.



The author acknowledges and thanks the funding this research project has received from The Open Polytechnic of New Zealand and Victoria University of Wellington, New Zealand. The author also notes and acknowledges that some of the data from this case study have been published, in part, in the form of journal articles by the author and co-authors. Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.


Malik, A. (2013), "Transcribe and Tally: jugaad in action", Emerald Emerging Markets Case Studies, Vol. 3 No. 3.



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