Recent literature shows an increased interest in generational differences among the workforce, particularly in Western societies. This has coincided with a focus on the role of women as successful leaders in the workplace. Despite this, the exploration and understanding of generational differences amongst female leaders in organisations has received limited attention, particularly in the South African context. The main purpose of the study was therefore to explore whether generational differences among women have an influence on how they approach leadership roles in a South African context. The study also sought to examine whether there are differences in gender identity across the generations as a result of socialisation. The study adopted a qualitative, life histories methodological approach to address the research purposes. Semi structured interviews were conducted with nine South African women in leadership positions from both the Baby Boomer and Generation X generational cohorts. The two generational cohorts were selected as they make up the majority of the current workforce while also being more likely, due to their age, of occupying leadership positions. The interviews were recorded and transcribed, and were imported into Atlas.ti for data analysis. The findings indicated that mothers played a dominant role in the socialisation of women, while fathers were significantly less present in the women’s stories. In terms of the effect of socialisation on career and leadership expectations, Baby Boomers were taught that they should be ‘stay-at-home-mothers’ and after having raised their children could then begin their careers. Generation X believed that they could be career women just as easily as ‘stay-at-home-mothers’. Despite both generations favouring a transformational approach to leadership, each generation differed in the way it practiced leadership. Baby Boomers led in a shared, structured and empowering manner, whereas Generation Xs focused on being attentive, unlocking potential, identifying talents of followers, and assisting in the growth and development of followers within their leadership approach. / Dissertation (MCom)--University of Pretoria, 2013. / Human Resource Management / unrestricted

El desarrollo del presente trabajo de investigación tiene como objetivo principal reconocer el impacto de las estrategias producto del marketing editorial en la decisión de compra de libros impresos en Perú, aplicado a jóvenes Millenials peruanos. Es así como el presente trabajo de investigación presentará el nivel de impacto de las estrategias de producto del marketing editorial, determinando el perfil del lector millenial que forma parte del grupo que más lee en el Perú y presentará el nivel de impacto de la estrategia de producto del marketing editorial en la decisión de compra del consumidor en la adquisición de libros impresos. La investigación previa que existe de este mercado en el Perú es bastante escasa, aún así se logro conocer los puntos más relevantes del tema y desarrollar las herramientas de investigación, tanto para el estudio cualitativo como cuantitativo. En lo que respecta al estudio cualitativo, se realizó un focus group a 6 personas como también entrevistas a profundidad a dos expertos en el sector editorial. En cuanto al estudio cuantitativo, se realizó una encuesta virtual a una muestra de 196 personas que cumpliesen con el perfil establecido. Finalmente, las conclusiones a las que se llegan con esta investigación, es que las estrategias de producto del marketing editorial si impactan de una importante manera la decisión de compra del lector, especialmente si se enfoca en las características del producto valoradas por el consumidor / The main objective of the present research work is to recognize the impact of the strategies produced by editorial marketing in the decision to purchase printed books in Peru, applied to young Peruvian Millennials. This is how the present research work will present the level of impact of the product strategies of the editorial marketing, determining the profile of the millennial reader that is part of the group that reads the most in Peru and will present the level of impact of the product strategy of editorial marketing in the purchase decision of the consumer in the acquisition of printed books. The previous investigation that exists of this market in Peru is quite scarce, even so it is possible to know the most relevant points of the subject and to develop the research tools, both for the qualitative and quantitative study. Regarding the qualitative study, a focus group was carried out for 6 people as well as in-depth interviews with two experts in the publishing sector. As for the quantitative study, a virtual survey was conducted on a sample of 196 people who met the established profile. Finally, the conclusions that are reached with this research, is that the product strategies of editorial marketing if they impact in an important way the purchase decision of the reader, especially if it focuses on the characteristics of the product valued by the consumer / Trabajo de investigación

La presente investigación se desarrolla para conocer las estrategias utilizadas por medio de la comunicación boca a boca en las redes sociales para generar preferencias de compra en el consumidor. Debido a que los estudios dirigidos a la comida saludable y los millennials desde una perspectiva publicitaria son escasos, creemos que es un tema potencial para tener un mejor conocimiento del mercado lo que sería favorable para las marcas y agencias. Además, el estudio se realizará con técnicas cualitativas, lo que nos permitirá observar desde las opiniones y publicidad compartidas por los consumidores e influencers como también la comunicación que realizan las marcas por medio de las redes sociales y cómo son vistas. Por medio de esto podremos tener una mejor base largo de la investigación Nuestro estudio ve como un consumidor potencial al público millennial de NSEC A y B. Si entendemos al público millennial como el grupo de personas que utilizan las redes sociales para conectarse con con una red inmensa de contactos. No se definirá a los millennials por su edad, sino por sus características psicográficas. / The present research is developed to know the strategies used through word of mouth communication in social networks to generate purchasing preferences in the consumer. Because studies targeting healthy food and millennials from an advertising perspective are scarce, we believe that it is a potential topic for better understanding of the market that would be favorable for brands and agencies. In addition, the study will be carried out with qualitative techniques, which will allow us to observe from the opinions and publicity shared by consumers and influencers as well as the communication that brands make through social networks and how they are seen. Through this we can have a better basis throughout the investigation Our study sees the millennial audience of NSEC A and B as a potential consumer. If we understand the millennial audience as the group of people who use social networks to connect with a huge network of contacts. Millennials will not be defined by their age, but by their psychographic characteristics.

Fördelarna som kommer genom marknadsföring på sociala medier är många men företag behöver bli mer innovativa för att stå ut i mängden. Genom kommunikationen i digital marknadsföring så har integreringen mellan företag och kunder förbättrats. Numera söker konsumenter efter någon form av underhållning i marknadsföringen för att först reagera och sedan dela med sig av innehållet till andra. Innehållsmarknadsföring, som är en del av varumärkeskommunikationen, handlar främst om att tillgodose konsumenternas behov som skapar engagemang och värde genom att kommunicera ut företagets innehåll utan att ha fokus på att sälja produkter. Syftet med innehållsmarknadsföring är att vidare använda sig av innehåll som lockar konsumenten i stället för att det tvingas på konsumenten. Generationen millennials förväntar sig att företag ska kommunicera med sina kunder på sociala medier. Majoriteten av millenials identifierar även modetrender genom mötesplatser online, vilket är mer än andra generationer. Detta för att generationen är involverad i informationsutbyte och inköp online mer än någon annan generation samt mest tekniska. Huvudfokuset i denna uppsats är att undersöka millennials resonemang kring klädföretags innehållsmarknadsföring på Instagram. Uppsatsen kommer fram till attribut som är viktiga för företag att värdera i sitt formande av innehållsmarknadsföring. Denna studie har tillämpat en kvalitativ metod i form av fokusgrupper där det empiriska materialet samlats in. Studien har utgått från respondenter inom generationen millennials. Resultatet visar att företag måste stå ut i mängden genom att vara relaterbara med konsumenten. Detta resultat tyder på att innehållsmarknadsföring är ett viktigt verktyg för företag att integrera med potentiella konsumenter. / The benefits that come from marketing on social media are many, but companies need to become more innovative to stand out from the crowd. Through communication in digital marketing, the integration between companies and customers has improved. Nowadays, consumers are looking for some kind of entertainment in marketing to first react and then share the content with others. Content marketing, which is a part of brand communication, is mainly about meeting consumers' needs that create commitment and value by communicating the company's content without focusing on selling products. The purpose of content marketing is to further use content that attracts the consumer instead of forcing it on the consumer. The generation of millennials expects companies to communicate with their customers on social media. The majority of millennials also identify fashion trends through the online brand community, which is more than any other generation. This is because the generation is involved in information exchange and online shopping more than any other generation and is more technical. The main focus of this essay is to examine millennials 'reasoning about clothing companies' content marketing on Instagram. The essay comes to attributes that are important for companies to value in their shaping of content marketing. This study has applied a qualitative method in the form of focus groups where the empirical material has been collected. The study was based on respondents within the millennial generation. The results show that companies must stand out in the crowd by being relatable to the consumer. This result suggests that content marketing is an important tool for companies to integrate with potential consumers. The chosen language in this study is swedish.

The purpose of this research was to examine the role of instructional technology resource teachers (ITRTs) within Virginia's public school divisions focusing on how ITRTs used their time throughout the school year to integrate technology into the curriculum. Based on data from surveys of current ITRTs, the researcher investigated further to find relationships, if any, among the professional and educational backgrounds and work calendar of these teachers and their responses to their actual role. The study also addressed training that the ITRTs have received to assist them in their job duties and explored the participants' perceptions of their roles as ITRTs. Data were collected through the administration of an online survey sent to 1,199 ITRTs in 133 school divisions (districts) in Virginia. The response rate was 82% or 983 returns. The data were analyzed and presented using a tabular format along with a brief description. Based on the findings, 40.9% of the respondents listed Instructional Technology Resource Teacher as their official job title. The majority of respondents held master's degrees and teacher's licenses. Respondents reported that 95% were full-time ITRTs. Most worked on a 10- or 11-month work calendar. The findings showed that instructional technology resource teachers were assisting teachers somewhat with technology integration, but the time spent on solving software (64.8%) and hardware (53.3%) problems remains a concern. The majority stated that they had received training from their school divisions. The analysis showed that only 1.6% of the respondents had no training. Respondents overwhelmingly agreed that the most effective way to meet each school's instructional technology needs is to have one full-time instructional technology resource teacher in each school. Respondents stated there was not enough time allotted for teachers to plan for technology in the classroom and that there were insufficient funds for hardware and software needed for implementing technology into the classroom. Most agreed that support from school division administrators are assisting teachers in successfully integrating technology into the classroom and the majority of respondents disagreed that Standards of Learning (SOL) prompt teachers to use technology as a daily instructional tool.

Konkurrensen på arbetsmarknaden är idag hög och det blir allt viktigare för organisationer att vara attraktiva arbetsgivare för att kunna attrahera och behålla personal. De olika generationerna som idag är yrkesverksamma har enligt forskning olika förväntningar och idéer om vad som identifierar en attraktiv arbetsgivare. Det är därför viktigt för organisationer att ta hänsyn till generationernas olika förväntningar och anpassa sitt arbetsgivarvarumärke därefter. I denna studie undersöker vi en organisation som upplever svårigheter att behålla medarbetare i generation Y och Z. Vi vill därmed identifiera vad dessa personer anser är attraktivt arbete, hur organisationen arbetar för att vara en attraktiv arbetsgivare och hur anställda och tidigare anställda inom generation Y & Z upplever att organisationen kan utvecklas. Denna studie bygger på en kvalitativ metod, datainsamlingen har skett genom semistrukturerade intervjuer samt information från avvecklingssamtal. Tillsammans med teorin och datainsamlingen indikerar studien att generation Y och Z lägger stor vikt vid bland annat feedback, flexibilitet och utveckling på arbetsplatsen. Andra identifierade faktorer har också visat sig ha betydelse, bland annat lön, relationer och ledarskap. Slutligen diskuteras förbättringsförslag till organisationen som kan bidra till att behålla medarbetare i generation Y och Z i framtiden. / In today’s labor market the competition is high and it is becoming increasingly important for organizations to be attractive employers in order to attract and retain employees. According to research, the different generations that are currently active in the labor market have different expectations and ideas about what identifies an attractive employer. It is therefore important for organizations to consider the different expectations and adapt their employer brand to the generations they recruit accordingly. In this study, we are examining an organization that is experiencing difficulties in retaining employees in the Y and Z generation. Thus, we want to identify what these people consider attractive work, how the organization today works to be an attractive employer. As well as how employees and former employees within generation Y and Z believe that the organization can be developed. A qualitative method has been used, data collection has taken place through semi-structured interviews and information from exit interviews. Together with the theory and data collection, the study shows that generation Y and Z attaches great importance to factors such as feedback, flexibility, and development in the workplace. Other identified factors have also been found to be important, including salary, relationships in the workplace and leadership. Finally, suggestions for improvements to the organization that can help to retain employees ingeneration Y and Z in the future are discussed.

The smartphone is omnipresent and is cherished and held close by people. It allows for constant connection within a digitally connected society, as well as for many other purposes such as leisure activity or informational purpose. Within the Information Systems studies deeper investigation is required as to what impact this “taken – for – granted” mobile access to information and mobile apps has for individuals and society and if a “technological addiction”can be developed when using the smartphone for everything during the day on such a constant basis. The aim of this study was to understand the role of the smartphone in society and to shed light on this unclear relationship between the constant use of a smartphone and its development towards an addictive quality. To reach a conclusion, in depth – interviews were conducted with participants about their relationship to the smartphone and their smartphone use based on questions derived from literature on mobile communication technologies and the types of digital addictions existing. The results are that the smartphone is a device that seamlessly integrates into our daily lives in that we unconsciously use it as a tool to make our daily tasks more manageable, and enjoyable. It also supports us in getting better organized, to be in constant touch with family and friends remotely, and to be more mobile which is a useful ability in today’s mobility driven society. Smartphones have been found to inhabit a relatively low potential to addiction. Traits of voluntary behaviour, habitual behaviour, and mandatory behaviour of smartphone use have been found. All of these behaviours are not considered a true addiction. In the end, it seems that the increase of smartphone use is mainly due to the way we communicate nowadays digitally,and the shift in how we relate to our social peers using digital means.