Case Folio
Business Excellence Framework as a Competitive Advantage: The Case of Max Group†

Article Details
Pub. Date : Dec' 2019
Product Name : The IUP Journal of Case Folio
Product Type : Article
Product Code : IJBS22020
Author Name :Rohit Kumar and Swarup Kumar Dutta
Availability : YES
Subject/Domain : Management
Download Format : PDF Format
No. of Pages : 14



The Max Group is involved in multiple businesses, ranging from specialty films, healthcare, health insurance, senior living, to life insurance. The case describes in detail how the Max Performance Excellence Framework has been the fulcrum for the success of the Max Group at large and has helped them gain a competitive advantage. The case delves into the key aspects of both the business excellence framework and the Max Quality System. The process of implementation and the challenges associated with it are also highlighted. The case was written based on primary research (interview-research).


It was early one morning in April 2016. Prashant Hoskote (Hoskote), Senior Director – Quality, Service Excellence and Innovation, the Max Group, was at the office getting ready to meet the chairman Emeritus of the Max India Group. The agenda for the meeting was discussing the strategy for executing the Max Performance Excellence Framework (MPEF) across the Max Group, a $3 bn multi-business enterprise, with interests in life insurance (Max Life), healthcare (Max Healthcare), health insurance (Max Bupa), senior living (Antara), speciality packaging (Max Speciality Films), and real estate (Max Estates).1 Though the Max Group had come a long way in terms of executing the MPEF, Hoskote was worried deep down about the future sustainability of the businesses and the excellence framework. He realized that disruptive new business and service excellence models offered by competitors could impact the performance of each of the Group companies. He was also aware that what had worked in the past might not work in the future and that the Group needed to think of some innovative ways to ensure that business excellence continued to fuel its growth and profitability.

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