Ulrich (1998) argues that despite HR's generally poor reputation within organisations, given the competitive forces which exist in the current day" achieving organisational excellence must be the work of HR" According to Ulrich(1998), the importance of HR is due to organisational challenges ie1) PROFITABILITY THROUGH GROWTH 2) TECHNOLOGY 3) INTELLECTUAL CAPITAL 4) CHANGE. Identify and discuss these challenges using an example of an organisation of your choice. It is imperative that we choose an organisation to discuss the above challenges.