Ett aktuellt ämne idag är hur de nya generationerna på arbetsmarknaden skiljer sig åt jämfört med tidigare generationer och hur arbetsgivarna ska hantera detta. Något som karaktäriserar en av de nya generationerna på arbetsmarknaden, Generation Y, är deras höga krav på autonomi i arbetet såsom att ha flexibla arbetsuppgifter och eget ansvar. Syftet med uppsatsen är således att undersöka om upplevelsen av autonomi i arbetet skiljer sig åt beroende på vilken generation en person tillhör. Frågeställningen är: föreligger det ett samband mellan upplevd autonomi i arbetet och om personen ifråga tillhör Generation Y eller Generation X? Under avsnittet ”Tidigare litteratur” beskrivs teorier och tidigare forskning kopplat till olika variabler som är relevanta för frågeställningen. Variabler som beskrivs är: autonomi, Generation Y, Generation X, kön, utbildningsår, SEI och hel- och deltidsarbete. Studien har en kvantitativ ansats och datan utgår från Levnadsnivåundersökningarna år 2010 och år 1991. Urvalet har begränsats till att innefatta personer som är yrkesverksamma och i åldrarna 25-30 år vid mättillfället, år 1991 eller år 2010. Resultatet visar att det inte föreligger en association mellan generationer och autonomi och därav kan studiens hypotes om att en skillnad föreligger förkastas. Även delhypotesen om att personer som arbetar heltid upplever en högre grad autonomi i jämförelse med personer som arbetar deltid kan förkastas. Däremot bekräftas studiens andra delhypotes om att kvinnor upplever en lägre grad autonomi i jämförelse med män. Vidare visar resultatet att den socioekonomiska grupptillhörigheten har ett samband med upplevelsen av autonomi i arbete. Exempelvis framkommer att tjänstemän i genomsnitt upplever en högre grad autonomi i jämförelse med arbetare vid justering för övriga oberoende variabler. Denna uppsats avser att bidrar med kunskap om generationernas krav på och upplevelse av autonomi i arbetet.

The expanded internet usage has resulted in an increased activity at web-based search engines. Companies are therefore devoting a large portion of their online marketing budget on Search Engine Marketing (abbreviated SEM) in order to reach potential online consumers searching for products. SEM comprises Search Engine Advertising (SEA) and Search Engine Optimization (SEO) which are two dissimilar marketing tools companies can invest in to reach the desired customer segments. It is therefore of great interest for companies in different product markets to have knowledge of which SEM strategy to utilize. The statement leads to the purpose of the thesis which is to investigate which SEM strategy is the most suitable for companies in different markets, SEA or SEO?. The purpose of the thesis is derived to the research problem: How does the search behavior of consumers differ between the two SEM tools, SEO and SEA?. Initially, in order to answer the research problem, a theoretical framework was conducted consisting of theories from previous research. To collect primary data observations of 60 test subjects was performed in accordance with the Experimental Vignette Methodology. The analysis consists of a comparison between the collected data and the theories included in the frame of reference, to identify similarities and differences. The SPSS analysis of the result revealed numerous findings such as the two-way interactions of the factors degree of involvement and the click rate of SEM, as well as the choice of either a head or a tail keyword and the degree of involvement. The analysis further revealed a three-way interaction which suggests that the degree of involvement, and the use of either a head or tail keyword affects the choice of SEM. Additionally, the result shows that customers using brands as keywords are more likely to click on an organic link rather than on a paid ad. However, when adding the factor age to the analysis the results turn insignificant. As the area of search behavior of customers using search engines is relatively scientifically unexplored, the thesis has contributed with knowledge useful for companies, marketing agencies, among others. However, due to the ongoing expansion of search engine usage, it is of great interest to conduct further research in the area to reveal additional findings.

Title: The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region Objectives: The main objective of the thesis is to determine through marketing research whether and what effect has the use of sports celebrities in marketing communication of companies as a reference group on the buying preferences of the young generation, so-called Generation Y, in the Prague region. Methods: The thesis used a questionnaire survey and subsequent focus groups. For the creation of the questionnaire is used as a basis the US version of the original questionnaire of the authors BUSH, MARTIN, BUSH (2004). Firstly the questionnaire undergoes a process of transcultural transfer, in which is utilized a modified direct translation and confirmatory factor analysis. This survey includes a sample of 416 respondents who are students of Prague secondary schools and universities. Focus groups are conducted with four groups which counts a total of 41 respondents. Results: The research results show that the use of sports celebrities in marketing communication has no demonstrable effect on the word-of-mouth communication and the switching and complaining behaviour for Generation Y. This communication tool can have an indirect positive effect on brand...

Made available in DSpace on 2016-08-03T12:29:27Z (GMT). No. of bitstreams: 1 ROBERTO MALACRIDA.pdf: 3191529 bytes, checksum: a0d2ee348dc223eb6de05619a3cc8632 (MD5) Previous issue date: 2011-12-07 / The connection established between the advertisements in the print magazine and the youth of so-called Generation Y is the main focus of this work. These young people, born between 1980 and mid-90s, in the twentieth century, developed together with the new communication technologies have grown up with a computer connected to the Internet world with your mobile phone and interactive games, but still being harassed by magazines. In order to better understand this connection, how Gen Y behaves in the face of advertising and see if there is a pattern of use among these young people were conducted exploratory research in primary and secondary sources supplemented by a descriptive study conclusive. After a review of the literature dealing with the concepts of generation to the profile of Generation Y, and a historical analysis of the media magazine, conducting applied research in the form of focus groups and a descriptive study allowed us to conclude that there is a survival for the print magazine, and for a long time. Aspects such as tangibility, portability and tradition are the pillars that ensure solid reliability at a magazine for young people of Generation Y, overlapping with the electronic media, volatile and unreliable for them. / A conexão que se estabelece entre a publicidade veiculada na mídia impressa revista e os jovens da chamada Geração Y é o principal foco deste trabalho. Estes jovens, nascidos entre 1980 e meados da década de 90, no século XX, se desenvolveram juntamente com as novas tecnologias da comunicação, cresceram com um computador ligado ao mundo pela internet, com o telefone celular e jogos interativos, mas continuam sendo assediados pelas revistas. Com o objetivo de conhecer melhor esta conexão, saber como a Geração Y se comporta diante das mensagens publicitárias e verificar se existe um padrão de consumo entre estes jovens foram realizadas investigações exploratórias em fontes primárias e secundárias complementada por um estudo conclusivo descritivo. Depois de uma revisão da literatura que trata dos conceitos de geração até o perfil da Geração Y, e de uma análise histórica da mídia revista, a realização de pesquisas aplicadas em forma de grupos focais e de um estudo descritivo, nos permitiu concluir que existe uma sobrevida para a mídia impressa revista, e ainda por muito tempo. Aspectos como a tangibilidade, portabilidade e a tradição são os pilares que garantem às revistas uma sólida confiabilidade por parte dos jovens da Geração Y, sobrepondo-se à mídia eletrônica, volátil e pouco confiável para eles.

The building and construction industry in Sweden is facing a troublesome recruitment problem, due to many retirees in the coming years. One way to increase the general attractiveness within the building and construction industry as a whole, i.e. according to young people’s standards, could be to work more actively with incentives and rewards specifically designed and chosen to motivate and attract young people. The purpose of this survey study is to examine what rewards Generation Y (people born between 1982-2000) is attracted to when entering the labor market, and finding out if there are any differences within Generation Y. The study is based on a quantitative survey of 323 students of Blekinge Institute of Technology (BTH). The survey questions are based on the areas that are identified as more important to Generation Y than other generations according to the reviewed literature. The results show that Generation Y perceives non-financial rewards more important than financial rewards and that the most effective rewards to implement considering both perceived importance and perceived monetary value are career opportunities, individual skills development, provisions for retirement and extra days of vacation. The study also shows that there are differences within Generation Y concerning age, culture, work experience and gender. There are also differences between generations. Generation X (people born between 1965-1982) values the importance of non-financial rewards higher than Generation Y, but Generation Y values the rewards monetary value higher in general.

Problem Saturated markets are known to be competitive, with a wide selection of alternatives. In a saturated market is essential to differentiate a brand to compete in a market. Therefore, innovation has become a central part of a brand’s DNA when developing strategies, such as product evolvement and marketing. Today, there is a research gap of how innovation efforts are perceived by consumers of Generation Y, and how their loyalty to a brand is influenced by the phenomenon. Purpose The purpose of this qualitative research study was to investigate how Generation Y perceives a brand’s innovation efforts. Further, how their loyalty is influenced by the innovation efforts. One research question was developed to fulfill the purpose; how does innovation influence brand loyalty in saturated markets?   Methodology This thesis was written from a qualitative perspective. To gather empirical data, semi-structured interviews were conducted. The participants were all within the age restriction of Generation Y, and the samples were chosen through the purposive sampling approach.     Findings Several findings were identified from this qualitative research study. The two main findings were of great importance. One finding showed that within the saturated market of low-involvement products, marketing innovation plays a greater role than product innovation. Marketing innovation shows to have a large impact on establishing brand loyalty within a saturated market. Both findings were identified from the viewpoint of Generation Y.

O objetivo da pesquisa é avaliar a contribuição das ferramentas de redes sociais da Web na melhoria da comunicação e da qualidade dos serviços e produtos das bibliotecas universitárias. A pesquisa é de caráter exploratório com abordagem quantitativa e qualitativa, por meio da aplicação de questionário às bibliotecas da UNESP, UNICAMP e USP e de entrevista a uma amostra de bibliotecas dessas instituições. Os resultados revelam que as bibliotecas estão, ainda, em um estágio de experimentação com relação à utilização das redes sociais. Verifica-se que as ferramentas possibilitam novas formas de comunicação e de divulgação de informações, serviços e produtos para as bibliotecas, bem como de capacitação para seus usuários, o que resulta em inovações e agrega valor aos processos já existentes. Ao mesmo tempo, entende-se que as redes sociais não se caracterizam apenas como espaços de comunicação e divulgação, mas também de participação, colaboração e interação algo ainda, pouco explorado pelas bibliotecas consultadas. Apesar disso, acredita-se que as redes sociais podem contribuir na melhoria da comunicação e da qualidade dos serviços e produtos bibliotecários. / The objective of this research is to evaluate the contribution of social networking sites of the Web in improving communication and the quality of services and products offered in academic libraries. This is an exploratory research with quantitative and qualitative approaches. We have submitted questionnaires to the libraries of UNESP (São Paulo State University), UNICAMP (University of Campinas) and USP (University of São Paulo) and conducted interviews with a sample of libraries of these institutions. The results show that the libraries are still experimenting with the use of social networks. We have observed that the tools provide new forms of communication and dissemination of information, services and products for libraries, as well as build capacity for the users. This results in innovations and adds value to the existing processes. At the same time, we have understood that the social networks are not characterized only as spaces for communication and the dissemination of information, but also of participation, collaboration and interaction, all of which are still little explored by these libraries. In spite of this, we believe that social networks can contribute to the improvement of communication and the quality of services and products offered by libraries

Submitted by Patrick Hartmann (patrick1hartmann@gmail.com) on 2018-09-12T14:28:44Z No. of bitstreams: 1 Merged Final Thesis.pdf: 2190908 bytes, checksum: 91c3578b0f0e00056bd72a9ea9c4389c (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2018-09-24T18:57:14Z (GMT) No. of bitstreams: 1 Merged Final Thesis.pdf: 2190908 bytes, checksum: 91c3578b0f0e00056bd72a9ea9c4389c (MD5) / Made available in DSpace on 2018-10-01T14:38:33Z (GMT). No. of bitstreams: 1 Merged Final Thesis.pdf: 2190908 bytes, checksum: 91c3578b0f0e00056bd72a9ea9c4389c (MD5) Previous issue date: 2018-07-20 / Objetivo – A literatura cross-cultural existente está em desacordo se a Geração Y pode ser caracterizada com atributos que sugerem que o grupo é igualmente cultural para além de fronteiras. O desacordo da literatura levou a este estudo que pretende responder à questão se portugueses e alemães da Geração Y apresentam diferenças empíricas e culturais significantes no que diz respeito ás dimensões culturais do projeto GLOBE: Distância ao Poder, Evitar a Incerteza e Orientação para o Futuro. Metodologia – De modo, a encontrar uma resposta à qual esta dissertação se propõe, dados primários foram recolhidos através de um questionário online quantitativo que teve por base o questionário original GLOBE. Resultados – A dissertação confirmou diferenças evidentes e significantes entre a geração Y portuguesa e alemã nas três dimensões culturais estudadas. Limitações – Esta dissertação tem algumas limitações, nomeadamente o grupo de participantes não ser uma representação sólida da Geração Y, dado que não foi possível obter uma recolha rigorosa da distribuição de idades de pessoas nascidas entre 1980 e 1999. Aplicabilidade do trabalho – Em termos práticos, as resoluções deste estudo possibilitam às organizações um maior conhecimento e compreensão das dimensões culturais propostas da Geração Y, em particular as semelhanças e diferenças existentes destes dois países. Originalidade – Durante o período de pesquisa e análise, o autor desta tese não conseguiu encontrar nenhum estudo que se foque na análise e comparação da Geração Y de Portugal e da Alemanha relativamente às dimensões culturais estudadas. / Purpose – Existing cross-cultural literature is indecisive as to whether Generation Y can be characterized with attributes that suggest the group to be culturally equal across borders. The literature’s disagreement led to this study’s purpose to answer the question whether the Portuguese and German Generation Y have significant and empirical cultural differences regarding GLOBE’s defined cultural dimensions Power Distance, Uncertainty Avoidance and Future Orientation. Methodology – Primary data was collected with a quantitative online survey. The identical GLOBE questionnaire was used to obtain the data from the Generation Y cohort. Findings – The dissertation confirmed evident and significant differences between the Portuguese and German Generation Y within each of the three researched cultural dimensions. Research limitations – It is unclear whether the participants can be representative for the entire Generation Y as the age group was not well distributed within Generation Y’s defined date of birth between 1980-1999. Practical implications – Organizations can gain an understanding about the cultural similarities and differences of the Portuguese and German Generation Y cohort. Originality – To the author’s knowledge this is the first research regarding the cross-cultural comparison of the Portuguese and German Generation Y regarding the cultural dimensions Power Distance, Uncertainty Avoidance and Future Orientation.

The aim of this paper is to understand the particular religiosity of university students belonging to generation Y, through a case study, considering their recent sociocultural context, namely, contemporary modernity. The participants of the research were 190 students from the Federal University of Sergipe (UFS) aged between 18 and 30 years old. The methodology of this study includes literature reviews of the so-called “crisis of modernity” and the matter of the new generations, especially generation Y. Additionally, field research was used as an analytical tool. The data collection from the field and the literature reviewed suggest that the new university young generation show a peculiar and different religiosity if compared to previous generations. / O problema que orientou o desenvolvimento desse trabalho foi compreender as particularidades da religiosidade em universitários membros da geração Y, através de um estudo de caso, tendo como “pano de fundo” o contexto sociocultural recente, ou seja, a modernidade contemporânea. Para investigação do problema proposto, adotamos como objeto de pesquisa 190 jovens universitários, alunos da UFS - Universidade Federal de Sergipe, com idade entre 18 e 30 anos. No que diz respeito a metodologia, desenvolvemos pesquisa bibliográfica sobre a modernidade atual - que aqui definimos como crise da modernidade - e sobre a questão das novas gerações, com atenção especial para a geração Y. Então, num segundo momento utilizamos como ferramenta analítica a pesquisa de campo. As interpretações apresentadas nessa obra, fruto dos dados coletados e da revisão de literatura citada, sugerem que as novas gerações em ambientes universitários assumem uma religiosidade sensivelmente peculiar se comparadas com gerações anteriores. / São Cristóvão, SE

M.Phil. / Although a great deal of research has been conducted on diversity management in South Africa, very little of this research has focused on age diversity within interactive information societies such as libraries in South Africa. This study will focus specifically on academic libraries. It is also clear that most of the research regarding age diversity within Academic Information Services (AIS) has focused on managing the difference in ages between library patrons and library staff members. Very little of the research is devoted to age diversity between co-workers, and even less research has been conducted regarding Cuspers as a generational cohort within the library environment. This study is aimed at investigating age diversity within AIS in South Africa in relation to its effect on work, work performance and co-worker relationships. It is also aimed at encouraging organisations, and specifically AIS, to take cognisance of the current age demographic of their libraries and to develop and implement not only succession planning policies, but also relevant recruitment and retention policies in order to avoid employee and leadership vacuums. The research findings of this study are relevant as they give organisations in general, and specifically AIS within higher education institutions (HEI), a point of reference to guide the formulation of recruitment and employment policies that would appeal to the values and preferences of younger generational cohorts currently under-represented in these organisations. In addition, this study is of value with regard to the formulation of succession policies focused on the planning and training of new middle and top management staff members in order to improve current succession policies and plans.