Abstract
M.A.
This study focuses on the development of an affirmative action strategy for a group of companies within the retail sector in South Africa. The reasoning behind the study is that enough has been said and written about affirmative action, about what it is and about what it should be. The time has now come to develop an appropriate strategy which will be accepted within the given company. The strategy must be one which can be successfully implemented in the business environment of the company concerned. A strategy has been developed around the selected company's organisational structures, people, geographic spread, culture and need to implement such a strategy. The study acknowledges that the strategy developed is relatively conservative, especially when compared to other radical or aggressive affirmative action strategies. Ultimately, the company's culture, readiness to accept affirmative action policies and resistance thereto have dictated the contents of the strategy, and the manner of its implementation. In the study, an overview is presented of literature on affirmative action as well as of current and imminent labour legislation. Cognisance is also taken of the views of other role players. The overview of the literature and the legislation form the core around which the strategy has been developed. Finally, a strategy acceptable to the company studied has been presented. The conclusions drawn from the study are that an affirmative action strategy and its implementation: remain controversial and create fears at all levels of employment;
will only succeed if the strategy has the support of all role players; should be developed and assessed in accordance with the organisational culture and needs of the company wishing to introduce the strategy.
The company decided that the inequities of the past should be eliminated and that discrimination at all levels of employment should be removed. Simultaneously, essential skills and experience has to be retained. The company's strategy should not involve and may not be perceived as discrimination in reverse.