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100			_aNair, Unnikrishnan K _934159
245			_aKHL: Consulting for Managing Sales Force Attrition (A)
300			_aS25–S43 p.
520			_aKalpak Healthcare Limited (KHL), a large pharmaceutical company in the southern part of India, once faced severe sales force turnover in its Life Branded Medications SBU, popularly called the Branded SBU (B-SBU). It became an issue of highest concern to the top management of KHL; so they appointed a team of consultants from a premier management school in the region to study the issue and recommend possible solutions and strategies. Over a period of 6 months, the consultants conducted extensive research—studying internal company records, analysing the industry and external environment, gathering qualitative data through in-depth interviews (DIs) and focus group discussions (FGDs) among KHL employees and executing a division-wide quantitative survey labelled as Manpower Mood Meter (M3) among the field executives—and finally came up with recommendations. The case is organized as two independent, successive ones—A and B. Case (A) describes the consultants’ engagement with KHL and ends with them pondering over the types of analyses to be done with the huge volume of data they had collected. Case (B) details the kinds of analyses they actually do and the inferences they draw. The set of recommendations the consultants finally make to the KHL top management is given in the epilogue of the teaching note. The critical value of this case lies in its ability to open up the students’ minds to the dynamic interplay of multiple factors—individual, managerial, organizational, industrial-contextual and historical—that holistically affect a phenomenon like ‘attrition’ in organizations. This could perhaps also be one of those rare cases that makes use of the principles of System Dynamics in a real, applied and combined context of marketing and human resource (HR) management.
653			_aSales Force Attrition
653			_aRetention Strategies
653			_aSales Organization
653			_aSystem Dynamics
653			_aVicious Cycle, Management/HR Consulting,
653			_aPharmaceutical Industry
653			_aHerzberg’s Hygiene-Motivator Theory
700			_aPurani, Keyoor _929219
773	0		_026021 _974233 _aSHAIKH, SHAZIB _bmaharashtra _dSage Publication NEW DELHI _o55510103 _tAsian Journal of Management Cases _x0972-8201
942			_2ddc _cCSD