In the rapidly commoditizing PC industry, Dell continued to be profitable with its direct selling approach while older rivals like HP struggled. Sun Microsystems, arguably one of the most innovative companies in the computer industry, found itself in deep trouble. Clearly what works and what does not in business remains as unpredictable as ever while some seemingly mundane businesses managed by 'ordinary' people rewarded share holders handsomely, many 'high-tech' businesses which showed great potential when they started off, folded up. Indeed the changing environment and the speed of changes posing greater challenges to organizations. Changes in every aspect of the organizations have increased the uncertainties.
Discussion: Changes in technologies have increased access accessibility, visibility and connection. The connected world is smaller, changing rapidly and has more open information customer have become increasingly segmented and persnickety. Investors have become increasingly attended to and actively concerned not about financial results, but intangibles. Employees represent increasingly diverse demographic backgrounds including not only race and gender but personal preferences, global and cultural backgrounds and orientation to work, competitors come from both traditional large global players and increasingly smaller innovators. And all of these factors occur in the context of global business organizations where what happens in one corner of the world affects business throughout the world. Many spend enormous amounts of time specifying these trends and their implications on work organizations. Most of these trends are outside the control of anyone individual or any one organization. They occur in both predictable ways. They affect all aspects of work organizations from how to fund an organization to how to position the firm in customer minds and how to engineer and deliver products. Apart from affecting other aspects of the organization, changes affect the human resources. To be effective in this boundless world, organization members need to adapt to customers, systems and techniques different from their own. Human resources must ensure that employees with the appropriate mix of knowledge, skills and cultural adaptability are available to handle any work assignment with in the organization. HRM must also develop mechanisms that will help diversified employees work together. It is the duty of the overall HR managers to make every effort to acclimate different groups to each other, finding ways to build teams and thus reduce conflict. It is increasingly being realized now by working organizations that due to rapid changes in technologies, world moves towards borderless economies, and as businesses become global, one of the successful business is to understand and manage its human resources strategically and competently.
Today HRM has acquired and even more central role in building sustainable competitive advantage for the work organizations. As a result of these developments, HRM has become a major thrust area where, the focus is on synergizing and propelling organizations to seamlessly integrate with the macro environment changing environment and hyper competitive situation forced work organizations to adopt quickly and HR systems and roles play vital role in surviving in such situations. The traditional HRM has changes a lot due to change in macro environment of business, Many