ORGANISATIONAL RESOURCE MANAGEMENT

Organisational Resource Management

Organisational Resource Management

Introduction

A considerable number of companies have developed into an essential part of the period of global competition, increasing development, improved business paradigms, and corporate reorganization. The continuing transformation from the traditional industrial framework with its hierarchical companies to a worldwide, knowledge-founded financial system and intelligent corporations, altering ideas regarding the social contract involving employers and employees, an progressively more adaptable pool of talent and a body of workforce, necessitates human resource (HR) purposes to realign and relocate itself in the vicinity of these drivers.

Changes in the nature of managerial work over the last years have a reflective and alarming impact on the roles of the HR managers within the new modes of organizational flexibility as well as leveling power of information technology. Generally, the emergence of HRM as a universal remedy for integrating business strategy and people management has exposed personnel practitioners to a fresh set of role challenges and managerial expectations that have stressed out the gaps between the HR language and reality. Further, the attempts to capture the changing environment of the HR personnel roles in response to major transformations in the workplace, the associated rise of HRM, and the competitive advantage of the whole organization through its manpower are few aspects that HR functions embark upon.

This study intends to assess the scheme of competitive advantage using effective human resource strategies in the organization. Particularly, the discussion will concentrate on the HR strategy of Burberry London. The relationship of strategic HRM and the acquisition of organizational commitment from the workforce as a whole are also included. In this manner, the paper will prove the assumption that competitive advantage is highly dependent to effective HR strategy. (Cameron, K.S., Freeman, S.J., and Mishra, A.K. 2006 pp. 57-72.)

 

Company Profile

Burberry London is recognized as a leading fashion brand dominating in the fashion sector global sales and domestic market share. It originally caters in food but expanded it scope of service to clothing, consumer electronics, consumer financial services, internet service, and consumer telecoms. Thomas Burberry founded Burberry in 1856 in Basingstoke, England when he opened a store selling men's outerwear. The reputation of the company was enhanced through Burberry's development of “gabardine”, a fabric that was resistant to tearing; was weatherproof but was also breathable (Burberry, 2002 Pp. 47). This new fabric was especially suited to military needs and led Burberry to design an army officer's raincoat which became an integral element of the standard service uniform for British officers in the early 1900s. During the First World War, Burberry continued to develop the officer's raincoat by adding functional dimensions such as epaulettes, straps and D-rings. Named the “Trench coat” as a result of its military associations, the company developed its now distinctive Burberry check as a lining for the product. Inevitably, as a result of its military associations, Burberry outerwear was readily adopted by leading explorers, such as Captain Scott and Sir Earnest Shackleton who wore Burberry gabardine on their Antarctic ...