Competitive Marketing Theories


Competitive market theories are derived from the neo-classical economic concepts of rational choice and maximization of utility. The assumption is that individuals choose jobs which offer them maximum benefits. The utility or value of these benefits – money, vacation time, pension entitlement and so on – vary for different individuals according to their personal preferences. People move from one organization to another if improved benefits are available. At the same time, employer organizations attempt to get the most from their employees for the lowest possible cost.

The outcome of this process is a dynamic and shifting equilibrium in which both employees and organizations compete to maximize benefits for themselves. Within a specific region or industry there is a balance between supply and demand for human resources. Pay and conditions for employees are determined by the relative scarcity or abundance of skills and abilities in the employment market. Competitive forces push wages up when demand for products – and hence employees – increases, and downwards when the economy is in recession. In the latter case a market clearing wage is eventually arrived at which is sufficiently low to encourage employers to increase recruitment and eliminate unemployment. This discourse reinforces the view that employees are objects to be traded like any other commodities in the market – human resources in the hardest possible sense. Supposedly, they offer themselves – their skills and human qualities – for sale to the highest bidders. Within this mindset they could just as well be vegetables on a market stall.

Competition theories assume that job-seekers have perfect knowledge of available jobs and benefits. Job-searching is an expensive and time consuming business. The unemployed do not have money and those in work do not have time. The result is that few people conduct the extensive searches required to find jobs which meet their preferences perfectly. In practice, most individuals settle for employment which is quickly obtained and which exceeds the reserve minimum wage they have in mind. There is a considerable element of luck involved. Moreover, the job-seeker does not make the choice: in most cases the decision is in the hands of employer.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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Structural Unemployment


Structural unemployment refers to that unemployment caused by the restructuring of firms or by mismatch between the skills (or location) of job seekers and the requirements (or location)  of available jobs. A major cause of this type of unemployment is the decline of the manufacturing sector. Another cause is the replacement of workers by technology. Structural unemployment calls for industry retraining programs to move workers into growth industries.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Writing a Resume Letter


The Resume Letter is not a true cover letter—that is, a letter of transmittal for your employment resume. Instead, it is intended to replace the resume and to convey sufficient information about your background to create employer interest in interviewing you.

In general, it is usually a poor substitute for the resume itself, and thus can frequently do the job seeker a great injustice if not properly designed. Specifically, if it is poorly planned and written, it does not provide sufficient information (when compared to the resume) for the employer to make a reasonable assessment of the applicant’s qualifications and for deciding whether to grant an interview. Additionally, it may frustrate the prospective employer by not providing sufficient detail, suggesting that the applicant is simply too lazy to prepare a proper summary of qualifications. Neither of these reactions will serve your cause very well.

It appears that the most frequent use of the resume letter is by top level corporate executives who wish simply to convey their availability and conduct a very cursory search of the job market. Generally, such letters are directed at the highest level of the target organization and are intended to convey availability and general interest in discussing appropriate opportunities. The typical logic supporting such letters is that the applicant’s current position and employer “speak for themselves,” and thus there is little need for a detailed resume.

Although this can be true, it is not typically the case. Obviously, if the individual is a top corporate or division-level officer of a Fortune 200 company, use of a resume letter may be sufficient. Sufficient is to say, however, that if the applicant is the Chief Financial Officer of a little known company, the resume letter will not have quite the same effect, and its use may seem somewhat presumptuous (if used in a place of a formal resume). In such a case, a full resume and a conventional cover letter is recommended.

The use of the resume letter by lesser known top executives, middle managers, and professionals is not recommended. Since employer’s name and position title convey little information to the reader in such cases, much more needs to be written to convey the same understanding about the author’s background and responsibilities. The damage here, of course, is that the letter will become unwieldy and will therefore not be read by its recipient.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight