ABSTRACT
Many of today’s organizations compete and try to survive on the basis of cutting prices and costs through redesigning business processes and downsizing the number of employees. Since there is a limit to cutting prices and downsizing, “New thinking and new approaches have become necessary for organizations to survive and to create sustainable growth and development” (Luthans, Norman, Avolio & Avey, in press; see also, Bakker & Schaufeli, 2008). This chapter proposes such a new approach: building engagement. I will argue and show that engagement can make a true difference and offers competitive advantage to organizations.
