In today’s competitive world companies are striving hard to retain their existing market share. To get the new market share or new customer is becoming tougher and tougher. New companies are entering with substitute product and services and pressuring existing companies to think innovatively to sustain their market share. | Case study on innovation and creativity in service organization aravind eye care system International Journal of Management IJM Volume 6 Issue 8 Aug 2015 pp. 08-21 Article ID IJM_06_08_002 Available online at http IJM JTypeIJM amp VType 6 amp IType 8 ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication _ CASE STUDY ON INNOVATION AND CREATIVITY IN SERVICE ORGANIZATION ARAVIND EYE CARE SYSTEM Rajesh N. Pahurkar Assistant Professor Department of Management Sciences PUMBA Savitribai Phule Pune University Formerly University of Pune Pune 411007 Maharashtra India 1. INTRODUCTION In today s competitive world companies are striving hard to retain their existing market share. To get the new market share or new customer is becoming tougher and tougher. New companies are entering with substitute product and services and pressuring existing companies to think innovatively to sustain their market share. All types of companies government and private have to be innovative and creative to offer more value to their customers. This case is an excellent example of the health care service provider having non business objective and servicing public of the society. This case elaborates about the various innovative approaches adopted to make the health care services available to masses at lowest possible cost. India is the seventh-largest country by geographical area the second-most populous country above billion population and the most populous democracy in the world. It has the world s twelfth largest economy at market exchange rates and the fourth largest in purchasing power. Economic reforms since 1991 have transformed it into one of the fastest growing economies. But growing population inadequate infrastructure low per capita income aging population diseases in epidemic proportions and illiteracy poses many challenges on healthcare services in India. Government has .
