Abstract
M.Comm.
Powerful tides of change are surging across the world we live in. "To meet the challenges posed by a world that is changing at an ever-increasing pace, we must let go of values, and beliefs, and practices that have or shortly will become anachronistic and reformulate new ones that are congruent with changed circumstances." (Maynard & Mehrtens, 1993 :27.)
The period of industrialisation - the Second Wave - belongs to the past, while a next wave of change - the Third Wave - is making its presence felt. Industrial-age companies are hierarchical and their source of strength lies in stability. In the new era demands for participation in management, shared decision making, personal growth, flexibility, change and network (flatter) organisational structures will intensify.
The new long-term strategy for the South African motor industry was announced in March 1994 and brought about a permanent change in the industry. Survival of the local motor industry will depend on the ability to adapt to change. A mindtwist or mindset change is required of the people in the local motor industry.
The South African motor industry is still entrenched in the industrial age with its hierarchical structures and its lack of focus on the individual and the customer. The lack of cooperation between manufacturers and their dealer networks stresses the need for network structures and cooperation. The current focus of the South African motor industry on product and market share needs to be changed to customer orientation and market creation. Market creation and focus on the needs of the customer must become a way of life for everyone involved in the industry. This will ensure that buying a car, owning it, running it, having it serviced will be a delightful experience for the customer. The acceptance and implementation of third-wave management principles is an issue for today - tomorrow may be too late!