HRM and Marketing Orientation in the New Era

This text is devoted to the role of human resources in todays post-industrial era. As we leave the 2nd Industrial Revolution, we are entering the 3rd Industrial Revolution, which is characterised as 'the information society and network age'. In this time of transition, in some countries, human resource is often seen as software that can be amended at relative ease in order to achieve the optimum cost, whereas other countries theorize that it resembles more of a piece of hardware that cannot be upgraded but only replaced. These aspects are covered in this book, and addressed through research by the authors in individual subject areas.