<!--StartFragment-->A central discussion within society and businesses today, is the change of generations in the business market which occurs within the upcoming years. A change of generations is unavoidable and a natural step in business. The challenge of the forthcoming reform is the large number of people leaving the labour market and the grand entrance of new labour; Generation Y. The characteristics of Generation Y differ from the older generation which enhances the challenges for the businesses to attract a new workforce. It may also be necessary for the organisations to adapt to the younger generation. Each generation is affected by their values, how society is reformed and also by the spirit of time. The purpose of this thesis is to examine what kind of development the change of generations provides the tourism business in the municipality of Kalmar and the region of Öland. A business might be inherited by family members or sold/bought by strangers. If neither happens the business must eventually close down. There will be an issue when the change of generation occurs, since the people leaving the labour market take their experiences and competences with them. The intellectual and human capital becomes more valuable to organisations when it refers to the tourism industry since service is a central part of the business. Part of the knowledge and competence of the labour is difficult to write down and transfer to the organisation when leaving the business. How to maintain the competence within the organisation when the experienced labour leaves the market is a challenge for the organisations. The thesis discusses if it is important to maintain the human capital in the change of a generation. <!--EndFragment-->

Creativity is one of the “hottest” words in today’s business world. Especially in the trend ofglobalization and fast development of the modern technology, creativity has become the mosteffective way for companies to survive and stay competitive in global market.Due to the importance of creativity, various researches have been conducted and it has been studiedfrom many possible perspectives. The purpose of our study is to understand how to motivate thenew generation—the Generation Y, who is getting into workforce, to be creative. After weunderstand the new blood, we will move one step forward and try to find out what is happening incompanies regarding the motivation of young employees.In this Master Thesis, a variety of theories in the realms of creativity, motivation, social change andmanagement innovation will be reviewed and applied to guide our research. We will analyze theinterviews conducted to several young people and two experts to get a deeper understanding onGeneration Y. Then we will study the cases of Microsoft and Pixar to understand what companiesare doing. Finally, some possible advice and suggestions to company managers and leaders will bepresented in the conclusion.

Vi upplever att männen uppvisar ett förändrat shoppingbeteende, vilket bland annat visar sig genom ett större intresse för såväl modemagasin som modebloggar. Detta kan vara ett tecken på ökad individualisering, genom vilken mannen vill uttrycka sin identitet och självbild. Det blir därför viktigt för företagen att nå denna grupp. Uppsatsen syftar till att ge en mångdimensionell beskrivning av vad forskningen behandlat inom mannens, respektive kvinnans shoppingbeteende och hur det växt fram. Uppsatsen syftar dessutom till att, dels genom litteraturstudie, dels empirisk studie, undersöka, diskutera och tolka vad som utmärker mäns shoppingbeteende i Generation Y. Vidare syftar uppsatsen till att förutsäga vad som kommer att känneteckna det manliga shoppingbeteendet i framtiden.  Vi har arbetat utifrån en kvalitativ metod för att på så sätt uppnå ett djup i uppsatsen. Samtidigt har vi använt oss utav en deduktiv forskningsstrategi som inneburit att vi utgått från teorin. Empirin har sedan samlats in genom observationer och fokusgrupp­intervjuer.     Referensramen behandlar manligt respektive kvinnligt shopping­­beteende. Även könsroller diskuteras och frågan om köns­skillnader eller inte tas upp. Forskningsmodellen presenteras i slutet av referensramen, vilken ligger till grund för vår empiriska studie.        Vi kunde fastslå att de män vi studerat skiljer sig från beskrivningen av det traditionellt manliga shoppingbeteendet. Deras beteende utmärks genom en positiv inställning till shopping, ett intresse för kläder och mode och ett frekvent shoppande. De använder gärna Internet som informationskälla, dessutom pratar de ofta mode och kläder med varandra och lägger stor vikt vid shopping som en social aktivitet. Vi förutsäger att dessa utmärkande drag kommer att förstärkas i framtiden.

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<p><strong>Purpose: </strong>This thesis uses a case study approach. The purpose is to <em>conduct a critical review of the potentiality of intrapreneurship/corporate entrepreneurship to create an attractive workplace that 1) draws Generation Y as potential employees, and 2) retains them by satisfying their demands, unlocking their full potential through motivation</em>.</p><p><strong>Background: </strong>It is now time for Generation Y to enter the workforce and their values and expectations on the workplace is different from the generations before them. This causes difficulties for organisations to attract and retain Generation Y but it is necessary in order to become a competitive performer in the future. In order to attract and retain Generation Y companies need to motivate their employees, foster and encourage creativity, and create an exciting work environment. This can be done through corporate entrepreneurship/ intrapreneurship and it is therefore interesting to see how Generation Y responds to this concept as well as if it contributes in creating an attractive workplace.</p><p><strong>Method: </strong>The authors made use of a mixed method concurrent triangulation strategy within an explorative sequential design. Where qualitative data was gathered through an explorative pre-study and then through case studies with two companies, simultaneously quantitative data was collected through surveys and the study ended with a qualitative confirmatory study where the results of the analysis was tested against a third company.</p><p><strong>Conclusion: </strong>The result of the study indicated that the companies investigated all had a high level of corporate entrepreneurship, it was also confirmed that Generation Y are suited to become intrapreneurs and that they would feel attracted and more likely to retain in an organisation that promotes intrapreneurship. It was furthermore concluded that corporate entrepreneurship contributes in creating an attractive workplace also for non-intrapreneurs.</p>

In my thesis, I explored the work of the artist Kanye West as a rejected voice of Generation Y. Why was he rejected? Could he, in fact, be the voice? By examining readings of several of his songs and music videos over the span of his career as well as his public interactions, I attempt to properly place West in American culture. As a result of my research, I found West to be an extremely influential artist and an intriguing representation of the 2000s.

This paper focuses on the brand attitudes of generations Y in the areas of Canada and Sweden on YouTube advertisements. The goal of the paper was to see if there is a difference between the attitudes of the two different locations and how these attitudes affect brand recognition and purchase intentions of the products or services being advertised.

This qualitative study examined the social representations of work values among nine Swedish students of Generation Y. As the oldest working generation retires, the labor market requires a major adjustment. To facilitate the transition of Generation Y into the labor market requires employers’ knowledge of young peoples’ work values and vision of working life. Strong common values between participants were explained by social representations, which mean they had collective perceptions that were based on the similar influences that affect them as a group and have affected them during childhood. This qualitative study examined nine students who study at Jönköping University and are part of this new working generation. The result was generated by doing semi-structured interviews that was explored by a thematic analysis. The study foremost examined the social representations of the centrality of work, altruistic values, intrinsic values, extrinsic values, social values, leadership, and flexibility. Of the categories with associated factors measured, results showed for instance that development opportunities, social values and the variation of work were distinctive values among Generation Y graduates. Results also showed that balancing leisure with work was of great importance.

Det nya arbetslivet’ är ett koncept utvecklat för de kommande medarbetarna från Generation Y som efterfrågar ett arbetssätt med möjlighet till balans mellan arbete och fritid. Arbetssättet ska ge ökad flexibilitet genom digitala hjälpmedel och även bidra till reducerade kontorsytor inom företaget, vilket innebär minskade utgifter. Övergången till arbetssättet kan dock upplevas som en svårighet för dagens medarbetare som främst består av den äldre generationen; Baby boomers och Generation X. Forskning visar att generationer har olika synsätt och värderingar som präglats av deras samtid. Detta medför att de har olika behov, exempelvis finns det skillnader i hur generationerna ser på arbete, förändringar eller preferenser i att arbeta självständigt eller i grupp. Idag är konceptet implementerat hos Microsoft som till störst del består av den äldre generationen. Vi vill därför studera dessa åldersgrupper och se hur de upplever konceptet då det i grunden är utvecklat för Generation Y. Studien är en fallstudie hos företaget Microsoft Sverige som infört ’Det nya arbetslivet’. Vi kommer att studera vilka hinder och möjligheter generationerna Baby boomers och Generation X upplever i ’Det nya arbetslivet’ utifrån de valda faktorerna; tillhörighet, förtroende och handledning. Arbetet har en deduktiv ansats, vilket innebär att faktorerna ligger som underlag för den empiriska studien. Empirin har vi därefter samlat in genom kvalitativa intervjuer hos medarbetarna på Microsoft Sverige. Slutsatserna från studien visar bland annat att Generation X såg fler möjligheter med ‘Det nya arbetslivet’ i jämförelse med Baby boomers som upplevde det svårare. Störst hinder var den minskade tillhörigheten till de närmsta kollegorna på grund av öppna kontorsytor. Respondenterna såg även tillhörighet som en utmaning för de nyanställda eftersom risken var stor att de kunde känna sig vilsna i ’Det nya arbetslivet’. Respondenterna ansåg att det fanns möjligheter för faktorerna; handledning och förtroende och största anledningen till det, var användningen av Microsofts målstyrning. Målstyrningen bidrog till att förtroendet var lättare att skapa och underhålla mellan medarbetarna. Den regelbundna handledningen gjorde även att medarbetarnas målsättning alltid var tydlig. Vidare upptäckte vi att många respondenter uppskattade det flexibla arbetssättet men de hade svårigheter att finna balansen mellan arbete och fritid.

<p>The project examines the information seeking behaviour of a small group of so-called Generation Y students at the Stellenbosch University as they undertake an academic&nbsp / assignment. There is consensus across the world that universities need to adapt to the needs of Generation Y students, brought up with high-level information technology, the internet and social networking. However, research shows that this does not mean that they are information literate. They have high-tech skills but often do not know how to analyse an information need or discriminate between information sources. Information scientist Carol Kuhlthau develop the ISP model upon which the study was based. Her model sees information seeking as a complex cognitive and affective process. Successful seekers have learned how to manage the process. University libraries need to adapt their information retrieval systems and services to meet the needs of their new kinds of students. The study, a small-scale intensive qualitative case study, hopes to provide insight into how they might do this. The researcher collected data while the participants were writing the assignment. Data gathering methods included interviews, journal writings and questionnaires.</p>