GREEN TO GOLD

Introduction
“If we want to know what a business is, we have to start with its purpose and
its purpose must lie outside of the business itself. In fact, it must lie in society
since a business enterprise is an organ of society”
-PETER F DRUCKER: The practice of management

A business is always expected to contribute to the society than profit

maximization. Even though profit maximization is a part of any business, it should not be
focused on its own benefit.it is expect to bring out the best for the society as values and
development through which it can easily establish itself and honour the society and flourish to
the unexplored possibilities of success. Green to gold refers to such businesses which are always
an added benefit and honour to the society, human kind and economy. The businesses that added
values and upraised the standards of life through maintaining the possibilities of serving the
society besides the theory of profit maximization.

We always argue that whether a business is able to sustain or not.it

depends on the resilence of businesses and enterprises in the society and such tenacity again
depends patently on the elasticity and flexibility of these organizations in meeting contingencies
arising from crisis and exigencies. In INDIA , economy and newly industrialized economies
enjoy the strategic advantage of fluidity in structural arrangements and relative freedom from
otherwise excessive institutional constraints which have seemingly impeded and restricted
business in the industrially advanced west, which have yearned for deregulation, privatization
and debureoucratization in order to get rid of burdensome overheads. There is possibly still some
time before a reformed set of business values and work ethics begin to take root among many of
these Indian societies , as new socio-political institutions are introduced whilst old ones are
revived with fresh vitality.
 There arises a question that why the topic and why it is important that
people become entrepreneurs, why the idea of green to gold?

The best possible answer that suits here will be the one given by
STEVENSON. ”entrepreneurship is the pursuit of opportunity beyond the resources you
currently control”. Entrepreneurship flourishes in any society due to four major factors

1. Entrepreneurship flourishes in communities where resources are mobile

2. Entrepreneurship is greater when successful members of a community reinvest excess capital

in the projects of other community members

3. Entrepreneurship flourishes in communities in which success of other community members is

celebrated rather than derided

4. Entrepreneurship is greater in communities that see change as positive rather than negative

The entrepreneurial community’s success in small and medium scale enterprises has attracted
capital on unprecedental scale. The advantages of starting of small and medium enterprises can
be said as:

1. Age group

The recent economic survey has shown that new organizations emerge under the
entrepreneurship of people aging from 27 – 48(as per business India survey of June 2009)
where these people are effective in risk bearing and innovation and of greater leadership
qualities and strategic advancements.

2. Globalization

The recent development in globalization ,making the whole world into a single global
village have paved the way for collaborative business ideas which in turn leads to the
development of innovations and creativity. The economies ,societies and cultures inter
coagulate each other to make more and more integrated through a global network of
communication,transportation and trade.in this ,privatization,liberalization etc have made
much impact in making it possible to spreadout ideas od innovation across the globe.
“Leadership does matter, but alas, it is something different from what is now
touted under this label.it has little to do with ‘leadership qualities’ and even
less to do with ‘charisma’, it is mundane, unromantic and boring. Its essence
is PERFORMANCE”

-PETER.F.DRUCKER

Triggering of green to gold does need a boring practice of leadership as said by DRUCKER, the
one person, the leader ,who always shows consistent performance in achieving the target and
triggering everything to the followers and stays on his boring job and till the last second of
success and finally gives all his applause to his team.

Entrepreneurship is not at all an”easy to go” task when it is in a democratic country such as
INDIA. Here democracy is such a one which never allows entrepreneurship to go in a path of
roses but makes them run the hurdles which are always absent in any other nation when
compared. The political social climatic and legal factor always varies in our country and creates
humps in the path to success of any enterprise. But leaving the milestones behind and exploring
the future can only be done through effective entrepreneurship.
These green turned to gold are not simply the fruit of one single day. Rome was never built in a
day. They required innovations in ideas , creativity in implementation, strategies of positioning
and most importantly the values that society gets through them.

Why to study such businesses is one important question that comes upfront. Yes, it is important
to know these businesses in particular because they are those which make us notice that above
profit also there is something that businesses can offer to society. Studying such businesses such
cases, making them into case studies on the basis of management and entrepreneurship are much
important for understanding and valuating how entrepreneurship have been developed in this
new century of competition and challenges.

Research is always considered as a means to an end .or an end in itself.it is always a more
scientific ,less imaginative thinking, which is inductive in nature and through which development
of logical habits of thoughts can be promoted . Research papers like this topic always leads to
successful case studies of entrepreneurship. And obviously case studies are the most interesting
and important part of understanding entrepreneurship .so here we are going to two such case
studies .two magnificent entrepreneurs who have made the words of dreams to perform in the
stage.

1.c.balagopal,md of terumo penpol…………….

2……………………………………….
As DRUKER identified ‘innovation is the specific tool of entrepreneurs .the means by which
they exploit change as an opportunity for a different business or a different service. And those
entrepreneurs, who purposefully researched for the sources of innovation, need to understand and
apply those principles, and those who have done this are less in number, but have marked the
name of success in the golden list of entrepreneurship.

ENTREPRENEURSHIP IN TRIVANDRUM

Entrepreneurship in a district like Trivandrum has always been valued and considered as a
method of increasing wealth and profit and that too by over exploitation of resources in a short
period after putting cards on table. Many perish ,some succeed, but remains unnoticed. Social
responsibilities that they take over after profit maximization makes a knowledge about them in
the society.

Few have marked their presence as with their innovative ideas and strategies which have made
them attain the reputation and become the most unavoidable part of industry. Above all the
practical implication pursuits they makes the inevitable industrial part after the time being.
TERUMOPENPOL and ………………………… are two such examples of effective
entrepreneurship which have overcome all the hurdles to make themselves one among the most
noticed and inevitable part of society.

IMPORTANCE OF DEVELOPMENT OF ENTREPRENEURSHIP IN KERALA

Even though the being the first market to the Portuguese in India, Kerala is still an unexplored
market.it has wonderful environmental structure and adaptability which is why it is called as
GODS OWN COUNTRY. Innovative entrepreneurship can always beckon the ideas of
successful business in Kerala, providing social values to human life and making the standard of
environmental needs up to the expectations.

Strategies are the major factors which are important for effective development of
entrepreneurship in Kerala. MINTZBERG makes it clear that strategic thinking involves more
than just following a ‘industry recipe’, a copying a competitor’s strategy or carrying on the same
as before unless these have been deliberately decided upon.

The principles of strategy for development should be entrepreneur oeuvre which can outwit any
hurdles.The collective intention or perspective of the strategy should be in such a manner that the
unexplored societal benefits should be given the most value.

CHANGE IN ATTITUDE

Nowadays the trends of business have changed as more entrepreneurs focus on making societal
value addition to their business. This in turn helps them in solving of the most affecting threat of
Kerala – youth, the unemployment. Which has always been the most difficult thing that was
unsolved? But newer entrepreneurship can always bring a vast change in the situation by offering
new employment opportunities and more over changing the education system and necessities of
the state, which in turn upgrades the life and societal values.

EMIGRATIONS-LESS LIQUIRATIVE

Randomness in the change of world market that have made emigrations less liquirative
nowadays have made people think to step forward into entrepreneurship. While the number of
gulf emigrants from Kerala was 13% in 2008 and it have come down to 9% in 2009 as per the
survey of The WEEK as on January 2010.this also shows us that the NRI accounts in leading
banks have now comedown in holding huge funds as recession hit spontaneously on august
2008.Emergence of new entrepreneurship can be noticed as the number of businesses starting in
Kerala from 2009 to 2010 January is comparatively much higher to that of 2008-2009 as per the
government reports of Kerala state.

The emergences of mass entrepreneurship have been a recent development in Kerala, especially
in cities like KOTTAYAM, KOCHI and THIRUVANANTHAPURAM. But many fell back on
the way itself due to lack of proper innovation and creativity and some climb up as they had
enough talented and dedicated entrepreneurship behind them which supported them with newer
ideas and strategies.

Let us roll on to the two case studies which gives us the clear cut examples of what exactly
innovative entrepreneurship is all about and how dedication and usage of resources such as
technology and co-operation have made creativity in the whole industry which in turn gave them
social reputation and how they embarked their names on the golden leaf of society by providing
is values and benefits.