Many people fear, with the increasing phase of technological innovation people become less important for businesses. However, if we take a more careful look at the phenomenon, we can conclude that in reality, the opposite is happening. With the emergence of the knowledge economy  highly skilled people become invaluable assets firms regularly fight for.  As studies indicate, organizations with a strong culture and high employee commitment greatly outperform their competitors.  In highly volatile business environments high-performing groups can be our greatest asset. In this context, good human resource management is more crucial than ever before.