NEW WORLDS OF WORK- COMPETITIVE IMPLICATIONS

摘要

A new generation that proudly announces themselves as knowledge workers and 'digital natives' enters organizations nowadays and brings along a new culture which urges leaders to rethink leadership styles. We have observed that change has started and leaders expect it to remain an ongoing process of strategic adaptation. Leaders told us mat the new generation is not satisfied with routine jobs, has less loyalty towards an employer and expects less loyalty in return, and perceives hierarchy as an old fashioned term of organizational structures before the digital age. These are just some indicators of the developing perceived strategic and industry-wide change.rnLi the paper we discuss our initial findings in the light of the theory of the firm focusing on increasing business dynamism from the (human) resource side as emerged from the interviews we conducted. The resources which we perceived static before become more dynamic with young knowledge workers entering organizations and bringing a new dimension of dynamics. The new workforce demands personal career development, job flexibility, management by objective and identification with its networks. No doubt such new preferences pose challenges upon which we show the reflection of the organizational leaders in the paper.