Abstract
M.Comm.
The people who make waves in today's business world aren't playing by yesterday's rules.
They've jettisoned tradition. They've turned the old cosy business of being in business
upside down and inside out. Towering corporate structures are crumbling. Middle
managers are a dying breed. Successful â bosses now lead their troops from the front.
People are becoming multiskilled. Enlightened businesses make this happen. Whatever
it takes.
Our society, facing momentous challenges in the closing years of the twentieth century,
needs visions of the future so attractive, inspiring, and compelling that people will shift
from their current mind-set of focusing on immediate crises to one of eagerly anticipating
the future - a future where the health and well-being of the earth and its inhabitants is
secure.
As we round the corner of the millennium, questions about our future loom ever larger
on the horizon. The decade ahead is sure to bring more radical changes in everything
from marketing to enterpreneuring, resources, demographics, lifstyles and more. Success
in 2000 and beyond will mean riding the crest of this wave of change- but if we are to
catch the wave before it catches us, we must see it coming.
This study have adopted Alvin Toffler's concept of waves of change, to serve as the
framework for the vision of business in the twenty-first century.
The First Wave of change, the agricultural revolution, has essentially ended. The Second
Wave, co-incidental with industrialisation, has covered much of the earth and continues
to spread, while a new, postindustrial Third Wave is gathering force in the modern industrial nations. A Fourth Wave is following close upon the Third