Mauborgne: Absolutely. First, HR professionals must prepare managers for work in the knowledge economy. As the world moves from a production to a knowledge economy, managers face new rules. Competing for a share of contracting markets, while necessary, is insufficient to sustain performance. Managers need to go beyond competing and create blue oceans. This requires a fundamentally different skill set.
Second, BOS is achieved through the alignment of value, profit and people propositions to break the differentiation/low-cost trade-off. HR is a key interface in aligning the people proposition by building commitment, trust and voluntary co-operation into every level of the organisation. When people have trust, they have more confidence in one another. When they have commitment, they are willing to override personal self-interest. If you ask any firm that has successfully executed a BOS, managers will say how important this intangible capital is to their success. And with your people proposition aligned, execution speed and efficiency will increase, dropping the cost of implementation and assisting with your cost proposition.
Lastly, HR professionals are instrumental in building a culture that is capable of ongoing change. Creating blue oceans is not a static process. Eventually the competition will imitate you and it will be time to create and capture new blue oceans.
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By : chandramala pgdm 1st year
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