The coffee industry affects both people and the environment in a negative way, which is an aspect coffee producers are forced to relate to. Today, more and more organizations are involved in CSR and communication about CSR. Therefore, the aim of this study is to examine young consumers of Generation Y, their attitudes and opinions towards coffee producers' CSR work and its communication on CSR. The study has two research questions “what does Arvid Nordquist communicates about its CSR work through their official website?” and “what kind of attitudes and opinions does a group of young consumers have on coffee producers' CSR work and communication on CSR?” For this study two theories have been used, the CSR theory Triple Bottom Line as a theoretical starting point and Deegan Unerman’s theory on the social contract, based on Freeman’s stakeholder theory, as a theoretical framework. This qualitative study used two methods of data collection. First, a document analysis of Arvid Nordquists offical website. Secondly, a focus group interview with young consumer of Generation Y. The conclusion that can be drawn from our research is that consumers from Generation Y are positive to CSR as a phenomenon, but that communication of CSR is followed by scepticism in combination with ignorance. This paper sheds light on a issue that in previous research has used quantitative methods, while this study uses qualitative methods. The importance of this paper is its contribution to how organizations can improve their communication of CSR to young consumers.

M.. Tech. (Business Administration, Faculty of Management Sciences), Vaal University of Technology / Store choice has become an area of concern for a retailer, with no clear verdict as to what drives customers in the selection of a store. Shopping at the right store with the right social reputation may be essential for many customers. Therefore, the dynamic store choice decision can be conceptualised as a problem of deciding where and when to shop. The primary objective of this study was to determine the influence of perceived social risk and buying behaviour on apparel retail store choice among Generation Y female students within the Sedibeng district. This study focused on perceived social risk, as the literature shows that publically consumed products are the ones with a high level of social risk and the consumer’s need for social acceptance with regards to brand and store choices. This study also looked at the buying behaviour of apparel by Generation Y female students within the Sedibeng district because in today’s increasingly complex retail environment, an understanding of consumers’ buying behaviour and their knowledge of products and services is critical for high quality business decisions. In addition, an understanding of consumers’ buying behaviour will assist retailers to segment their client base and target specific customer groups with strategies designed to meet their retail needs. A quantitative research approach was used for this study and a non-probability convenience sampling procedure was adopted in this study. A structured questionnaire was utilised to survey 400 students from the two universities in the Sedibeng district. The target population for this study was restricted to Generation Y female students within the two universities, namely Vaal University of Technology (VUT) and North West University (NWU). Pre-testing and a pilot study preceded the main survey and reliabilities were measured using the Cronbach alpha coefficients. Out of 400 questionnaires sent to the participants, a total of 370 responses were received and this resulted in a return rate of 92.5 percent for the main study. The statistical analysis of the collected data included descriptive statistical analysis, correlation analysis, exploratory factor analysis, confirmatory factor analysis and structural equation modelling to test the posited hypothesis. The analysis results of the factor analysis showed that based on the Kaiser-Guttman rule, for each of the constructs (perceived social risk, buying behaviour and retail store choice) only two factors that have intrinsic value greater than one were extracted. For the perceived social risk construct, two factors, which were labelled anxiousness and significant others were extracted and for the buying behaviour construct two factors, which were labelled acceptance and reaction were extracted. Lastly, for the retail store choice construct, two factors, which were labelled word of mouth as well as convenience and physical characteristics of the store were extracted through the exploratory factor analysis technique. According to the results of the structural equation modelling analysis, the tested relationships produced satisfactory results consistent with how they were hypothesised. Specifically, it appeared that there is a direct relationship between perceived social risk and buying behaviour. Buying behaviour also has a positive effect on retail store choice and finally, perceived social risk has a good impact, but there is no significant influence on retail store choice as indicated by the findings. Insights gained from this study will assist marketers of apparel products to increase the patronage levels in their stores by expediting the factors identified in this study. Moreover, these findings may enable apparel retail store managers to comprehensively understand how perceived social risk influences a consumer’s retail store choice and to predict as well as develop a current view of the buying behaviour of female Generation Y consumers, thereby facilitating the evelopment and implementation of more effective marketing strategies in their stores. Implications of the findings are discussed and limitations and future research directions are alluded to.

Sammanfattning Titel: Val av intern kommunikationskanal - En generationsfråga?   Nivå: C-uppsats, examensarbete i ämnet företagsekonomi   Författare: Filip Åberg och Robin Rodestrand   Handledare: Agneta Sundström och Kristina Mickelsson   Datum: 2019 - januari   Syfte: Syftet med studien är att ökad förståelsen för hur ledares val av interna kommunikationskanaler kan anpassas efter medarbetares generationstillhörighet och hur den kan bidra till en effektivare kommunikation mellan ledare och medarbetare.   Metod: Studien grundar sig i en hermeneutisk forskningsansats där en kvalitativ forskningsdesign har använts vid insamling av empiri genom semistrukturerade intervjuer med medarbetare inom en specifik organisation. En tematisk analys genomfördes av empirin, genom vilken vi sammanställde teman utifrån respondenternas perspektiv. En typologisk analys användes för att visa skillnader och likheter mellan olika generationers preferenser i val av kommunikationskanal.       Resultat och bidrag: Studiens bidrag är att det föreligger fler likheter än skillnader mellan baby boomers, generation Ys och generation Xs preferenser av interna kommunikationskanaler. De enda skillnader som studien belyser är att generation X värderar epost högre än övriga generationer, samt att generation Y värderar kommunikation genom chattfunktioner högre än de andra två generationerna. Studien fastställer även att andra aspekter såsom relation, kontext och informationsöverflöd, är betydande inom ledares val av intern kommunikationskanal.   Förslag till fortsatt forskning: Denna studie ger som förslag att undersöka hur generationer skiljer sig åt i preferenser av interna kommunikationskanaler inom andra kontexter än den som undersökts i denna studie. Ett annat förslag till fortsatt forskning är att djupare undersöka generation Xs användning av epost och generation Ys användning av chattfunktioner. Vidare kan framtida forskning undersöka hur relationen mellan ledare och medarbetare samt informationsöverflöd påverkar ledares val av interna kommunikationskanaler.   Nyckelord: Intern kommunikation, interna kommunikationskanaler, baby boomers, generation X, generation Y. / Abstract Title: The choice of internal communication channel - A generation issue?   Level: Final assignment for bachelor degree in business administration.   Author: Filip Åberg and Robin Rodestrand   Supervisor: Agneta Sundström and Kristina Mickelsson   Date: 2019 - januari   Aim: The aim of the study is to increase understanding of how managers choice of internal communication channels can be adapted to employee’s generation and how it can contribute to more effective communication between managers and employees.   Method: The study is based on a hermeneutic research tradition in which a qualitative research design was used to gather empirical work through semi-structured interviews with employees in a specific organization. Thereafter a thematic analysis was conducted, through which we compiled themes based on the respondent’s perspective. A typological analysis was used to show differences and similarities between different generation preferences in the choice of communication channel.                                                                                Conclusion and contribution: The study's contribution is that there are more similarities than differences between baby boomers, generation Y's and generation X's preferences of internal communication channels. The only differences that the study illustrates is that generation X values ​​e-mail higher than other generations. And that generation Y values ​​communication through chat features higher than the other two generations. The study also states that other aspects such as relationship, context and information overflow are significant in the leaders choice of internal communication channel.   Suggestions for future research: This study proposes to investigate how generations differ in their preferences of internal communication channels in other contexts than those studied in this study. Another suggestion for further research is to deeper investigate the generation Y's use of e-mail and generation X's use of chat features. Furthermore, future research can investigate how the relationship between leaders and employees, as well as information overflow, affect leaders' choice of internal communication channels                                                                                Keywords: Internal communication, internal communication channels, baby boomers, generation X, Generation Y.

The American Association of Colleges of Nursing (2016) contends meeting the challenge to transform care will require the successful leadership development, preparation, and role support of the next generation of nurse leaders. Despite the urgency to transform care, meeting the challenge to lead this charge cannot be accomplished without the successful recruitment and retention of Millennial nurses to leadership positions. Identifying the leadership role expectations and support variables that are important to these young managers and creating the milieus that support these views serve to address many pressing succession planning needs. This study explored the experience of being a Millennial nurse manager, seeking to understand how these young nurse managers make meaning of their lived experience. This was a qualitative interpretative phenomenological research study. Three theoretical perspectives contributed ideologies that framed this inquiry: Ray’s (1989) theory of bureaucratic caring, generational cohort theory (Strauss & Howe, 1991), and authentic leadership theory (Avolio & Gardner, 2005). A purposeful targeted national sample of 25 Millennial nurse managers with a minimum of one year of nurse manager experience in the role participated in audio-recorded telephone interviews. Content analysis identified seven themes: Coming into the Role, Learning as I Go, Having the Support of My Director, Making an Impact, Helping Staff Succeed, Managing Change, and Trying to Stay Balanced. Findings from this study suggest Millennial nurse managers gauge role success and satisfaction in relation to their perceived levels of support and development and their ability to master role expectations. Additional findings suggest adequate succession planning for the nurse manager role remains challenged by the lack of formal mandated requisites for the role. The nurse manager role as it stands varies significantly among organizational settings regarding responsibilities, mechanisms of support, number of direct reports, and span of control. Recommendations included the need to address the nurse manager role, academic requisites, and developmental variances in practice. Additionally, re-evaluating the organizational responsibility to the leadership development of these young nurse leaders is recommended to ensure their retention and success in the role. / Includes bibliography. / Dissertation (Ph.D.)--Florida Atlantic University, 2017. / FAU Electronic Theses and Dissertations Collection

Millennial workers occupy the majority of employment positions worldwide, which is a concern to business leaders in the United States related to having knowledge and ability to train, motivate, and retain millennial employees. Using Gilbert's behavior engineering model as a conceptual framework, this multiple case study explored the strategies that business leaders used to motivate their millennial employees. The study population included 4 leaders of small restaurant businesses in eastern North Carolina. Data were collected from semistructured, face-to-face interviews using 7 open-ended questions and review of company documents, websites, and social media. Data were coded and analyzed following Morse's method of data analysis. Three themes emerged from data analysis: rewards and recognition, high-quality leader-member relationship, and professional development. The findings of this research are significant for small business leaders who want to implement effective motivational strategies to manage millennial employees to keep their organizations productive and profitable. The implications of this study for positive social change include the potential to help millennial workers grow in their careers, become financially stable, and develop into prospective leaders prepared to propel their organizations and societies in the future.

Consumers of the Generation Y cohort, also referred to as Millennials, include approximately 75 million Americans who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore advertisements that are targeted to them. Previous studies on social media marketing to Generation Y consumers have focused on consumer input but lacked data from marketing professionals. The purpose of this phenomenological study of social media marketers in the United States was to determine successful strategies to engage Generation Y on social media. The study's conceptual framework was attitude toward the ad. The data were gathered through semistructured telephone interviews conducted with 20 social media marketing professionals who were recruited through email and social media. The data were coded using inductive codes of reoccurring themes. Social media marketers were found to be most successful when remaining honest and transparent, and when personalizing their communications to their target audiences. Marketers reading this study can gain insight into the social media behavior of Generation Y consumers and can apply the strategies presented in this study in their social media campaigns. This study may promote social change by improving the relationship between social media marketers and Generation Y consumers, allowing Generation Y consumers to gain a stronger voice in marketing, and by highlighting the need for marketers to communicate and advertise more honestly with their consumers.

Generational differences directly impact the culture and discipline in the U.S. Marine Corps. Previous research suggests that Generation Y's characteristics do not align with traditional military service. The specific problem is that there is a gap in the research and scholarly literature on the level of commitment of Generation Y compared to Generation X Marines. The purpose of this nonexperimental, quantitative study was to examine the influence on Marine Corps culture due to the level of commitment of active duty, enlisted Generation Y Marines compared to active duty, enlisted Generation X Marines. The theoretical frameworks for this study were the theory of generations and the organizational culture theory. The central research question was focused on the influence of Generation Y's experiences, ideas, and opinions on Marine Corps culture. In order for Marine Corps leaders to be effective, they need a better understanding of the people who work for them. This quantitative, cross-sectional survey study used a sample of 264 active duty, enlisted Marines from the 1st Marine Logistics Group in Southern California. The t tests revealed that Generation X has a higher level of commitment than Generation Y. However, the t tests also revealed that Generation Y's commitment profile indicates that the generation continues to serve because they want to or desire to remain in the Marine Corps. Lastly, multiple linear regression analysis revealed that each type of commitment was affected differently by the independent variables (age, gender, generation, and pay grade). The results provide the Marine Corps with a better understanding of generational issues. The positive social change from this research is the ability to sustain an essential and successful military culture and as a consequence, to improve the combat capability of the Marine Corps and the Department of Defense.

Consumers tell stories every day: stories about the products they buy, the experiences they consume, even their friends� and families� consumption experiences - in fact, stories about most aspects of their lives. People live �storied� lives. Consumption experiences are understood and related to others through stories (2003). These stories are loaded with personal, social and cultural meaning that varies significantly dependent upon the intended audience and effect (Bruner 1987) Stories are everywhere and understanding these narratives in relation to consumer experience is a challenge that consumer research must embrace (Stern 1998b). The study of such narratives must address issues such as the content of the story, how it is told, who is actually doing the telling and for what purpose. All these stories exist in context. These contexts are not a means in themselves; rather, they are a means to understand a particular aspect of a consumer phenomenon. In this case, the research presented in this thesis seeks to understand the purpose and function of consumers� narratives about commercial adventure experiences. Hence the context of this research is commercial adventure experiences consumed in Queenstown, New Zealand, billed in promotional tourist literature as �the adventure capital of the world� (Smitz et al. 2004). This specific focus on commercial adventure therefore defines the sample group as consumers of commercial adventure experiences in Queenstown. Hence, the scope of this research is limited to understanding the phenomenon under investigation (consumer narratives) in relation to members of Generation Y, as they are the primary consumers of commercial adventure experiences in New Zealand. This research adopts an interpretive, inductive approach utilising qualitative tools to frame and develop an evolving research question. The primary data collection has an initial framing of the research question phase and then three main phases utilising a variety of qualitative tools including observation, in-depth interviewing and videography. The research addressed many issues, including the preference of consumers to narrate these adventure consumption experiences to their most valued community, their home community, and how they intended to tell their stories to their home community when removed from that community. Additionally, consumers� perceptions of �cool� were investigated, together with the reactions they anticipated receiving from their audiences. This research investigated �cool� as a more meaningful term than status, used by the members of Generation Y to describe the most desired outcome for the narration of their consumption experiences. Several key themes emerged from this research. They were the use of these consumer experience narratives in the identity-construction process, both collectively and individually, and how this related to the classic hero myth identity construction (Campbell 1972) and how �cool� was acquired by these consumers through their narrations. Implications of the findings are presented for consumer research with specific reference to a model of community formation based on consumption practices and Generation Y as a community sharing a consciousness of kind.

<p>Det skrivs mycket i media om den nya generationen 80-talisterna som är på väg in på arbetsmarknaden. De skiljer sig från tidigare generationer genom att vilja självförverkliga sig själva samtidigt som de vill ha en hög lön och ett trivsamt arbete. Utifrån Self-Determination teorin som bygger på de tre psykologiska behoven autonomi, kompetens och relaterande är syftet med denna studie att undersöka om det som skrivs i media stämmer med vad som faktiskt motiverar 80-talister till arbete. En enkät genomfördes med 72 undersökningsdeltagare. Resultatet visade på ett signifikant samband mellan yttre motivation och arbetsmotivation. Resultatet motsäger den populistiska litteraturen och även Self-Determination teorin till viss del. Samtidigt visar tidigare forskning på att pengar anses vara en bra motivator för dem som behöver eller värderar det tillräckligt högt, vilket skulle kunna gälla gruppen 80-talister.</p>

<p>Today we live in a more or less globalized society where borders do not pose the same obstacle as before. This is why it is interesting to examine whether different countries have similar views on how to communicate with a specific audience</p><p><strong>Purpose: </strong>The purpose of this thesis is to use the data gathered to inform businesses with information. The information can then be used to assist companies when it comes to advertising, the design of messages and the choice of media channels when communicating with people born during the 80’s. Furthermore, the investigation intends to find out if there really is a global market for people born during the 80’s.</p><p><strong>Method:</strong> The authors believe that a purely quantitative or qualitative approach is not appropriate. For this reason a combination of these two approaches is used in order solve the problem.</p><p><strong>Conclusions: </strong>When communicating to people born during the 80’s the messages should be simple and quick and the arguments used should be more of the holistic kind. When it comes to the choice of media channels the Internet and its tools are the obvious choices of today. The key is to capture the target group directly and also to engage the audience in question. There is a suggestion that it is a global market for people born during the 80’s and that communication can be standardized. The authors cannot confirm with certainty that it is indeed a global market since the spread of respondents cannot be considered to be exhaustive. However, the authors argue that Europe and North America have similar ideas when it comes to message and choice of channels when communication is intended for consumers born during the'80s.</p>