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Denna uppsats undersöker konsumentgrupp Generation Y:s attityd till Corporate SocialResponsibility (CSR) samt marknadsföring av CSR. Vidare undersöks i uppsatsen Generation Y:sattityder till CSR samt marknadsföring av CSR gällande detaljister inom snabbmatsbranschen iSverige. Uppsatsens teoribildning baseras på teorier om attityder från framförallt Fishbein ochAjzen (1975), samt teorier om CSR och marknadsföring av CSR. Teorin knyts samman i enanalysmodell baserad på Wang och Andersons (2011) CSR-modell. Resultatet baseras på dels enkvantitativ studie i form av en enkätundersökning, dels en kvalitativ studie i form avsemistrukturerade intervjuer. Uppsatsens kommer fram till att det finns positiva attityder hosGeneration Y till att företag inom snabbmatsbranschen i Sverige engagerar sig i CSR samt till attdessa företag marknadsför sina engagemang i CSR. Vidare uppdagas dessa engagemang i CSR samtmarknadsföring av CSR ha positiva effekter på konsumenter inom Generation Y när de utvärderarföretaget i fråga. Dock visas indikationer på att dessa attityder inte leder till ett förändratköpbeteende.

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Thesis (D. Min.)--Denver Seminary, 2007. / Includes bibliographical references (leaves 333-343).

The shift from product-based to knowledge economies has resulted in an excess demand for skilled workers and created a global ‘war’ for talent. In order to retain talents, organizations need to meet their expectations. The new generation to enter the workforce, namely the millennial generation have very explicit demands, for leadership development in particular. These demands create challenges for companies, especially smaller organizations with limited resources. The development of new leadership talents is indeed one of the main impediments to growth today, as current leaders are retiring at accelerating rates. This qualitative study explores how medium-sized organizations (MSOs) in Sweden employ talent management as a succession-planning tool to retain Millennial talents, using an abduc- tive research approach. Through eleven semi-structured interview, the authors have gained an in-depth understanding of how managers in MSOs reason about succession planning and talent management as a mean to retain millennial talents. The authors expand the understanding of academic literature of how medium-sized compa- nies approach succession planning by developing their internal leadership talents. Four nu- ances of succession planning are presented and in addition to existing literature, the authors have identified a dilemma to talent development in MSOs, denoted ‘The Paradox’. This study finally provides starting points for further research as well as practical recommen- dations for medium-sized company managers.

Background: Mobile commerce (m-commerce) is a result of the phenomenal growth in Internet usage combined with the increasing number of mobile phone users. Entering mobile websites or apps in purchase-, sale- or trade purposes by using a tablet or smart phone, is the definition of m-commerce. To comprehend an individual’s attitude (affect, beliefs and cognition) is of importance in order to find out how the attitude towards an object will affect the consumer. Up until today, no consensus is drawn regarding the consumers attitude towards mobile shopping. Generation Y is seen as the most frequent users of mobile devices, even though previous research has not focused on exploring their attitude towards m-commerce. Research questions: 1. How are the components of attitude associated with the m-commerce factors? 2. What kind of function does each m-commerce factor fulfil? Purpose: The purpose is to explore Generation Y’s attitude towards m-commerce. Methodology: A qualitative exploratory study with elements of a case study conducted through seven semi-structured interviews. Conclusion: The study concludes that the Generation Y holds a positive attitude towards ubiquity, convenience and security, a negative attitude towards technology and localisation and a mixed attitude towards personalisation within m-commerce.

The purpose of this document is to help marketing managers develop a deeper understanding of digital branded content and how it can be effectively targeted at Generation Y (i.e. consumers born between 1977 and 1994). Currently, the information available on digital branded content is scattered across a variety of sources, hence the need to aggregate key insights into digital branded content in one place. This document seeks to give marketing managers who are new to digital branded content an introductory look into this new form of advertising. Generation Y’s anticipated increase in purchasing power makes them an important target market for brands. Due to Generation Y’s constant use of technology, marketing managers must know how to target digital branded content at Generation Y. This document will define digital branded content and discuss its importance in the marketing mix, talk about Generation Y and their consumption patterns, highlight best practices in digital branded content as exhibited by several different organizations, and, finally, give several major recommendations for marketing managers who are interested in producing digital branded content for Generation Y. / text

In this paper the so-called Generation Y and its impact on education and counseling is examined. The shared experiences of this group of individuals are identified, which contribute to the defining characteristics of this generation. The implications of these characteristics for the learning styles of Gen Yers are discussed. Recent research has shown that Gen Y differs from previous generations in several ways. Most importantly, Gen Y students have developed a different brain structure, which processes and uses information in a way that is radically different from previous generations (Abram, 2007; Black, 2010; Doidge, 2008; Prensky, 2001a,b,c; & Oblinger, 2003). In this paper the inevitable consequences suffered when schools do not specifically address Gen Y’s unique learning styles are explored and outlined. Further, ways in which school counselors and student advocates can address the needs of these students to give them all of the skills they need to succeed in school are examined. / text

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Syfte: Syftet med studien är att undersöka Generation Y:s förhållningssätt till arbetslivet för att ge en förståelse för deras föreställningar, behov och drivkrafter. Metod: Utgångspunkten är en kvalitativ studie, där fokusgrupper tillämpas för att att kartlägga och skapa förståelse för Generation Y:s förhållningssätt till arbetslivet. Dessa val ligger till grund för studiens utförande och tillvägagångssätt. Resultat & slutsats: Resultatet av fokusgruppsintervjuerna visade på generationens ifrågasättande attityd till arbetssätt och auktoriteter. Fokusgrupperna visade även på ett behov av att känna meningsfullhet i sitt arbete och la stor vikt vid trivsel och stabilitet på arbetsplatsen. Uppsatsens bidrag: Det empiriska bidraget är en ökad förståelse för Generation Y och deras förhållningssätt till arbetslivet, som ett medel att förbättra och utveckla relationer mellan ledare och unga medarbetare i dagens och framtidens organisationer.