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Human capital in the new
economy: devil’s bargain?
Judy McGregor
Human Rights Commission, Wellington, New Zealand
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in the new
economy
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David Tweed
Department of Management, Massey University, Palmerston North,
New Zealand, and
Richard Pech
Graduate School of Management, Faculty of Law and Management,
La Trobe University, Melbourne, Australia
Keywords Human capital, Competences, Employment, Market economy
Abstract The burgeoning literature about the knowledge economy has marginalised its most
important dimension – people. The development of human capital and its role in the competitive
advantage of business is discussed in relation to the changed nature of the employment
relationship. In particular Drucker’s concerns about the threat to business of attenuated
relationships between workers and their organisations are examined. Contextual factors such as
the dynamic nature of labour markets, the centrality of profit making and the definitional
difficulties inherent in the new and old economy dichotomy are acknowledged. A transitional model
of human capital in the new economy is suggested as a way of modernising traditional thinking.
An analysis of the capabilities required by new economy workers leads to a discussion of the
corresponding competencies necessary for managers. The paper concludes that changed
employment relationships do not spell death to people development. Rather it makes managing
talent different and more challenging.
Introduction
The extraordinary volume of popular and academic commentary about the
knowledge economy has tended to marginalise its most important dimension –
people. Human capital in the new economy is largely a Cinderella topic. This is
despite Drucker’s (2002, p. 71) observation that developing talent is business’s
most important task, what he describes as “the sine qua non of competition in a
knowledge economy”.
Human capital embraces both the broader human resource considerations of
the business workforce (traditionally known as the labour market) and the
more specific requirements of individual competence in the form of knowledge,
skills and attributes of managers and the people they manage.
Dynamic global change has impacted swiftly on the way talent is managed
in businesses. At the end of the 1980s Charles Handy used the shamrock
metaphor to describe the organisation of the future with three shamrock
semi-circles describing the division of the workforce. These divisions were the
core staff of loyal employees, those who were contracted and paid for services
rather than by tenure, and the flexible rump of temporary workers.
Journal of Intellectual Capital
Vol. 5 No. 1, 2004
pp. 153-164
q Emerald Group Publishing Limited
1469-1930
DOI 10.1108/14691930410512978
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While Handy’s (1989) analysis was a useful structural insight even futurists
have not predicted the pace of change in the labour market. Arthur and
Rousseau (1998) coined the notion of a “boundaryless career” to describe the
new employment experience, while Inkson (1999) talks of the death of the
company career.
The notion of a psychological contract between employers and employees
has been assailed by globalisation, various Government policies, cycles of
labour market de-regulation, technological innovation, the breathless nature of
competition, and new patterns of working. These new patterns of working
include different organisational imperatives and changing worker aspirations
and expectations. British researchers Rubery et al. (2002, p. 646), state that
more unstable career patterns and the “increased passing-on of risk to
employees are recognised to be creating problems for organisational
commitment and for the trust relationship at the heart of the psychological
contract”.
Drucker (2002) notes the rise and rise of the temporary worker and talks of
companies that have off-loaded employee relations to professional employee
organisations. The Swiss company Adecco, for example, places nearly 700,000
temporary and full-time clerical, industrial, and technical associates with
business all over the world. Drucker suggests the attenuation of the
relationship between people and the organisations they work for represents a
grave danger to business.
Need this necessarily be so? This paper argues that not enough attention has
been paid to human capital and its role in the competitive advantage of
business in discussion about the knowledge economy. While it is generally
acknowledged that “higher order” or “mental skills” are required as the
psychological counterpoint to business in an information age (Neville, 2000),
robust new models of human capital need to be conceptualised and debated. If
this reframing occurs it could influence conventional human resource
management and popular thinking about work. Then the splintering of
traditional employer-employee relationships may not represent the danger to
business that Drucker suggests. The notion of the employment relationship is
changing not only in relation to temporary or contract workers. Distinctions
between employees and self-employed have blurred and old conceptions of
single employer-individual employee relationships, for so long the norm, have
been challenged by the emergence of multi-employer-worker relationships
(Rubery et al., 2002).
Indeed, new theories and models of human capital have the potential to
impact on the creation of true economic value for business, not least because
they may mean that human capital is dealt with differently within the business
context. Traditional human resource structures and functions are increasingly
flat-footed in their application and relevance. It also throws up for debate the
traditional distinction between “soft” and “hard” human resource management
(HRM). “Soft” HRM has been influenced by American (Pfeffer, 1994) and
British thinking (Guest et al., 2000). It conceptualises human resource
enhancing practices such as training, teamwork and employee participation for
individuals to capture their involvement. “Hard” HRM, on the other hand,
usually involves the contingency approach and relates to human resource
practices that are firm-related (Boxall and Purcell, 2002). But neither approach
quite fits the new work environment. Clearly the modernisation of work
demands new conceptions of human capital.
In reality such a reconfiguration of human capital, and what is needed to
attract, manage and motivate the best people, could also prove to be reassuring
for workers themselves. US Federal Reserve chairman, Alan Greenspan,
observed that the rapidly changing global economy has clearly raised the level
of anxiety and insecurity in the workforce. Workplace angst, part of the
modern condition, has been heightened by the spectacular boom-bust cycles of
dot.com companies, the quintessential expression of the new knowledge
economy. While specialisation has been a by-product of the knowledge
economy, specialisation per se does not build profits or save jobs. Managers,
too, are perpetually worried, not just about personal job security, but about
what Lissack and Roos (2001, p. 57) say is a managerial perception that
“continuity is but a fragile, temporary, and illusive notion, the assumption of
predictability does not hold anymore . . .”.
This paper urges a rethink about traditional concepts of human capital by
suggesting a transitional model of work relations for the new economy. It
argues that we need to rethink the competencies required by managers and
workers for business success. Theory development and model-building was
influenced by factors such as the selection of the right people, external
environmental considerations such as skill shortages and specialisation,
industrial compliance and employment relations issues. The employment
relations issues include legislative requirements, creativity versus
functionality, personality attributes required in modern-day work and
concepts such as complementarity of skills. The paper draws on the insights
provided by a number of recent studies conducted since 2000 examining
aspects of innovation in New Zealand’s small and medium enterprise sector
(McGregor et al., 2001; Nesbit, 2001; Tweed and McGregor, 2000). These studies
were conducted within a range of new economy companies in the information
technology, biotechnology and creative industries.
Contemporary context
Any relevant model of human capital for the new economy will be embedded in
current socio-economic and cultural contexts. Three points are important here.
The first is the dynamic nature of the labour market in developed nations that
internationally are in transition. The rise of temporary workers is matched by
related trends such as the rise of service industries, the collapse of
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manufacturing, the ageing of the work force, and the gendered nature of labour
markets in western countries. For example, the allocation of employment is
changing throughout major industrial sectors (Cordes et al., 1999). The new
pattern involves one of “up-sizing” in small-business dominated industries and
“downsizing” in large business dominated industries, particularly
manufacturing. The dynamic nature of labour markets, though, does not
easily find expression in contemporary debate about the “new” economy and
the “old” economy which suggests the two are dichotomous. The rhetoric of
“new” and “old” also suggests that one has supplanted the other and novelty
equates to better.
The second point is the centrality of profit making to businesses irrespective
of their position in either the “new” or “old” economies. Realists accept that the
factors influencing business health are common to both, a point emphatically
underlined by the failure of dot.com companies. Porter (2001, p. 65), in
analysing the Internet economy, says that in periods of business flux it often
appears that there are new rules of competition. But, he says, “The creation of
true economic value once again becomes the final arbiter of business success.
Economic value for a company is nothing more than the gap between price and
cost, and is reliably measured only by sustained profitability”. Profitability,
then, is the core value of business whether it be a “new” or “old” economy
enterprise. Nesbit’s (2001) research even adds profitability as a competence
area for e-commerce companies.
The third point has to do with the indeterminate boundaries of “new” and
“old” economies. The defining characteristics of the new economy that
distinguish it from the old economy are often difficult to pinpoint. For example,
biotechnology, often cited as a new economy example, has been an industrial
classification for decades. Some businesses, too, that are thoroughly grounded
in old economy precepts have new economy components to them in terms of
research and development. They may also add innovative adjunct business
operations to traditional structures. While knowledge production and diffusion
are frequently acknowledged criteria for the new economy, no one suggests
these are not evident in so-called “sunset” industries. So while such phrases as
“new economy”, “knowledge economy”, “knowledge wave”, and “sunrise”
enterprises provide rhetorical and romantic certainty, particularly for
governments, the business reality is much more confusing.
Transitional model of human capital
Taking these factors into account any rethink of human capital must allow for
ambiguity. It must also acknowledge that the attributes sought by business
organisations and the expectations of employees change over time.
The following transitional model conceptualises the drivers that influence
human capital requirements. The model is drawn as a continuum of variables
that acknowledge the dynamic nature of work. For example, attachment factors
relating to human capital in traditional business place emphasis on
dependability of labour and long-term employment prospects for staff. New
economy employees, on the other hand, are more likely to be chosen for their
adaptability and responsiveness and have no expectations beyond the fixed
term of an employment contract. This means that employee motivation might
relate more to the intellectual stimulation of the job than its security, and job
work practices may revolve around specific projects rather than continuous
functions.
The reward factors, too, may be more volatile and accepted notions of
internal promotion up the “company ladder” may be less realistic than cross
boundary advancement. New economy employees are more likely to be
interested in self-development to attain transferable knowledge through
education than they are in company specific training to develop skills. The
cultural factors have moved from notions of collectivity towards individualism
and autonomy (see Figure 1).
What workers need for the new economy
If the modern day labour market is developing such a different complexion
what competencies do workers require? Lau et al. (1998) say work competence
is made up of the requisite knowledge, skills and personal attributes needed to
do the job. Taking each of the drivers identified above as influencing human
capital we explore the competencies needed for the new economy.
These competencies have been identified from intensive case studies and
interviews undertaken in a series of recent studies within small and medium
enterprises in New Zealand’s new economy (McGregor et al., 2001; Tweed and
McGregor, 2000). The generic competencies were then compared with those
previously identified in research located within old economy companies (Kolb
et al., 1999). To validate concepts and thinking about the competencies required
by new economy workers the research was then referred back to the small and
medium enterprises that had been involved in the research in an iterative,
industry-research process of challenging and corroborating our thinking.
Using the three components identified by Lau et al. (1998) we have identified
related sets of knowledge, skills and personal attributes that workers in the
twenty-first century will require to be marketable and competitive (see
Figure 2). It is important to note that while the taxonomy of competencies is
presented here figuratively as a number of discrete elements they are in fact
inter-related and work in a holistic way. The theory therefore matches the
reality of new economy work where people are seldom selected on the basis of
single skills or isolated attributes but for a combination of qualities working
together.
If the attachment factors of human capital in the new economy emphasise
short term involvement as temps, self-employed or shareholders, workers will
first of all need to possess knowledge that is specialised, differentiated and
Human capital
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Figure 1.
Transitional model of
human capital in the new
economy
relevant to industry. No knowledge worker can afford the trap of technological
obsolescence. It is imperative to sustain technological literacy.
Workers need some knowledge of operations and processes and they will
need at least generalised knowledge of the changed business environment and
the potential of e-business. They will need transferable skills that are up to
Human capital
in the new
economy
159
Figure 2.
Competencies required
by new economy
workers
date, technologically relevant and portable and these include the ability to work
in a team.
Workers need to be capable of building relationships and the ability to work
on multiple projects at one time. They need client-focussed skills and a general
marketing consciousness about products and processes in an e-business
environment.
The personal attributes required involve self-confidence, resilience and the
ability to be flexible and adaptable. Most importantly they must be able to
handle ambiguity. If job security is no longer tenure-based new economy
workers will need to be psychologically able as well as technologically
proficient to scan the environment and recognise opportunities.
The more volatile reward structures in the new economy mean that
professionals, in particular, with knowledge of their own market value and the
negotiation skills to extract it will prosper. Underpinning the development of
human capital is the requirement for fast learning and the need to acknowledge
that learning cannot stop. The culture of the modern workplace is less about
organisational loyalty than it is about team work, collaboration,
relationship-building and what could be called aggregated individualism
based around project work.
Drucker (2002) sees the danger to business in attenuated relationships
between people and organisations because of the risk of forgetting that
developing talent is business’s most important task. He states, “If by
off-loading employee relations, organisations also lose their capacity to develop
people, they will have made a devil’s bargain indeed” (Drucker, 2002, p. 71).
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However, if it is assumed that people development can occur only in the way
we have conventionally undertaken it, largely through organisational
structures and processes, then it may be a false assumption. If it is instead
accepted that there exists a transitional model of human capital (Figure 1) and
that significantly different individual competencies are needed by workers
(Figure 2), then this does not spell death to people development, it simply
makes the job different. It is different because the competencies needed by
workers have moved from dependability factors (loyalty, company, tenure, job
security) to adaptability factors (individualism, flexibility, resilience and
change-orientation). This shift alters traditional methods of people
development as the control of work relationships subtly changes, both
structurally and culturally.
If people relations are the “glue” of human capital development in the new
economy, and conventional organisational structures are increasingly
redundant, the spotlight is thrown onto managerial competencies and an
individual’s self-directed learning for work. A fundamental realignment of the
managerial function in the new economy has occurred as increased
self-management accompanies greater worker autonomy in business.
This means that modern managerial competencies are more likely to be
enabling and interacting rather than controlling and commanding, which does
not necessarily reduce the difficulties inherent in managing the employment
relationship. It may, however, shift the balance towards a combination of
robust contractual arrangements and higher trust relationships.
We can accept from the burgeoning literature in the field that a number of
managerial competencies are generally recognised as appropriate for the new
economy. These are profitability (Porter, 2001) or “profit management” as
Nesbit (2001) calls it, marketing competence (Cobbenhagen, 2000) and the three
recurring themes of change management, risk management and knowledge
management (Turban et al, 2000; Chan and Swatman, 1999). Davis and Hajnal
(1998) more specifically identified 22 management skills and competencies in a
North American context that were specifically needed for e-commerce
including strategic analysis and interaction with government and regulatory
agencies.
However, an additional and complementary taxonomy is required
specifically to address the knowledge, skills and attributes managers need to
develop talent in the new economy. These competencies and their linkages look
quite different from the usual lists carried in management textbooks. Such a
complementary taxonomy will require new thinking from management
educators. For example, current human resource curricula spend considerable
time on organisational behaviour that may need to give way to a greater
emphasis on human behaviour and basic individual psychology.
Similarly, formalised “soft skill” development in interpersonal
communication may pay as much dividend as the concentration on the
harder wiring of ICT literacy in management education. The Australian Report
of the Industry Task Force on Leadership and Management Skills (Enterprising
Nation, 1995), also known as the Karpin Report, found that nearly half of all
Australian managers had difficulty dealing with people.
The report recommends an increase in education in the areas of
communication, motivation, leading, delegating, and negotiating. The time
management industry and its gadgetry could usefully be reprogrammed with
the simple message “people first” on the “to do” list, instead of itemised
operational activities. Here, then, is what managers need to develop talent in
the new economy (Figure 3).
So how will managers develop these competencies? Government and
economic development policy agencies emphasise the lack of management and
leadership in innovation within the new economy (Enterprising Nation, 1995;
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economy
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Figure 3.
Managerial competencies
required for people
development in the new
economy
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Campbell-Hunt and Corbett, 1996). Suggested remedies include improvement in
educational levels in order to move from prescriptive job titles to a focus on the
desired end result (TFPL, 1999). Research has been less specific about the
nature and form of such competency enhancement. It is clear while on-the-job
training and up-skilling remains important to specific industry sectors such as
the software industry, there is a shift from training towards self-directed
education by ambitious, mobile professional workers who anticipate their own
management potential.
This is revealed in the global embrace of MBA-type education, generally
advertised as the portable qualification for those on the move. For example in a
recent professional publication on MBA competition Seligman (2001) argues
that “in today’s market both students and prospective employers look for two
crucial words associated with their MBA: mobility and globalisation”. Whether
MBA curricula are apposite for the new global knowledge economy, though, is
a moot point. While in the past competencies have emphasized skills and
personal attributes it is knowledge that forms the basis of managerial
requirements for the new economy.
Managerial competencies are not necessarily generic, nor will they all be
located in one “super-being”. They are contingent, too, on such things as the
industry sector, the size of the organisation and the degree of competition in the
market.
What are the implications for executives if people development is required to
be different, rather than off-loaded and ignored by organisations, as Drucker
(2002) warns? First, executives will need to recognise and acknowledge the
fundamental differences in employment relations, including worker
aspirations, which underpin the modern, knowledge economy labour market.
Familiar thinking about HRM may be out of date and will not necessarily lift
human capital to the levels required. For example, staff development is often
enclosed in budgetary data under the label training and is often primarily spent
on instrumental, in house skill development. But to attract and retain quality
people executives will have to under stand that workers want self-development
opportunities that combine self actualisation with company enhancement.
Conclusion
The changed nature of human capital in the new economy requires workers,
their managers and executives to possess different and sometimes
unconventional characteristics to survive. Ironically the breathless nature of
business, which is perhaps the only constant in the new economy, is generally
blamed for the one time-deficit that can make a difference – time for people.
However understanding what it is that drives the knowledge economy and how
best people are attracted and attached to employment, what motivates them,
the nature of the employment relationship requires a challenge to traditional
conceptualisations of human resources. The development of transitional
models such as the one referred to in this paper will help us understand the
changes. The human capital demands of the new economy, deciding what it is
that workers need to have, how managers can make them productive and the
implications for executives, require considerably more attention from
educators, policy agencies and governments. Business and other
organisations can then test and evaluate new thinking about using talent in
the knowledge economy. Only then will the devil’s bargain, not developing
talent as a consequence of changed employment relationships, be resistible.
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Further reading
(The) Jobs Letter (1999), “Greenspan on insecurity”, The Jobs Letter, No. 102, 20 June, available at:
www.jobsletter.org.nz/jbl10200.htm (accessed 10 December 2001).
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