HRM'S TACTICAL EDGE: SUSTAINING COMPETITIVE ADVANTAGE AMIDST VUCA REALITIES

Abstract

In today's swiftly evolving business landscapes, both in developed and developing nations, the acronym VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) aptly encapsulates the dynamic nature of operations. This model underscores the rapidity of change, the diverse spectrum of employee requisites, and the near-impossible task of predicting customer expectations. Consequently, Human Resource Management (HRM) must pivot towards surmounting the unique challenges posed by this environment, with the ultimate goal of securing a competitive edge for organizations. To achieve this, HR managers must forge tailored strategies that resonate with the novel market dynamics (Saridakis, Lai, & Cooper, 2017). Moreover, in today's intensely competitive market milieu, businesses are mandated not only to establish but also to fortify their sustainable competitive advantage to retain their industry primacy. This paper endeavors to dissect the pivotal strategic role of HRM in fashioning a sustainable competitive advantage within the demanding backdrop of the VUCA business paradigm