La presente investigación tiene como finalidad identificar la relación del marketing experiencial en el proceso de decisión de comprala lealtad de consumo de cines en millennials del NSE AB de la zona 7 de Lima Metropolitana. Para ello, se implementó una metodologís mixta, en la que la en primera instancia es basada en una investigación cualitativa, dentro de la cual se realizaron entrevistas; seguido de una investigación cuantitativa en la que se realizaron 261 encuestas, logrando obtener hallazgos de dicha herramienta, tales como correlaciones positivas entre la lealtad y la experiencia a través de producto, punto de venta y consumo. Los hallazgos sobre el marketing experiencial en la lealtad de los millennials son relevantes para sector cinematográfico; puesto que ayuda a entender cuáles son las dimensiones del marketing experiencial que tienen un mayor impacto sobre los jóvenes y cómo es que la lealtad de marca se puede medir en base a una serie de indicadores que todas las empresas del rubro deberían tener en consideración para su estrategia de marketing. Finalmente, las palabras clave de la presente investigación son: marketing experiencial, proceso de decisión de compra, millennials y lealtad. / The objective of this research is to identify the relationship of marketing experience in the consumer loyalty purchase decision process of cinemas in millennia of NSE AB in zone 7 of Metropolitan Lima. For this, a mixed methodology is implemented, in the first instance it is based on a qualitative research, within which interviews are found; 261 surveys, obtaining findings from this tool, stories as positive correlations between loyalty and experience through the product, point of sale and consumption. The findings on experiential marketing in millennial loyalty are relevant to the film industry; since it helps to understand what are the dimensions of experiential marketing that have a greater impact on young people and how brand loyalty can be measured based on a series of indicators that all companies in the field should take into account for their marketing strategy. Finally, the keywords of this research are: experiential marketing, purchasing decision process, millennials and loyalty. / Trabajo de investigación

Syftet med denna studie var att undersöka hur millennials inom servicebranschen upplever att ledarskap har betydelse för arbetsmotivationen. Vi vill med vår forskning förmedla vad som kan vara lönsamt för ledare att ha kunskap om gällande arbetsmotivation för att minska personalomsättning i organisationer. Studien utgår ifrån motivationsteorin Self Determination Theory och ledarskapsstilarna demokratisk-, auktoritärt och Laissez-faire ledarskap. Studien har baserats på nio intervjuer. För att analysera materialet har en tematisk analysmetod tillämpats och studien har haft en deduktiv utgångspunkt.  Studiens resultat visade att ledare har en positiv betydelse för arbetsmotivationen genom att vara synliga, lyhörda, stöttade och uppmärksamma. Motivationen främjas genom att först uppfylla de inre motivationsfaktorerna för att sedan förstärkas med hjälp av yttre motivationsfaktorer. Ledarens negativa betydelse för arbetsmotivationen uppstår främst när det inte längre finns någon möjlighet till utveckling på arbetsplatsen. Den fördragna ledarskapsstilen är ett demokratiskt ledarskap. / The purpose of this study was to examine how millennials within the service industry experience leadership and its significance on workplace motivation and engagement. With our research we will share knowledge that has shown beneficial for leaders to apply regarding their employee’s drive to work, thus lowering turnover of personnel for the organization. The study takes its starting point from the motivational theory Self Determination Theory and the different leadership styles: democratic, authoritative, and Laissez-faire leadership. This study is based on nine separate interviews. To analyze the material, a thematic analysis method has been applied and the with a deductive starting point.  The results show that leaders have a positive impact on employees’ willingness and drive to work by being visible, supportive, and attentive. The motivation firstly stems from an inner self-motivational drive, and later gets enforced from outer motivational factors. A leader’s negative impact on employees drive to work arises when there no longer is a possibility for growth within the organization. The preferred method of leadership was the democratic style leadership.

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The use of employer branding has gained popularity since the concept was introduced by Tim Ambler and Simon Barrow in 1996. At first, this consisted of three types of benefits (e.g., functional, economic and psychological) and later Lievens and Highhouse (2003) added two additional benefits: instrumental and symbolic. The concept of employer branding has then been used to attract potential employees, and lately, it has been discussed that the employer brand needs to be adapted to attract and retain Millennials. One way to adapt the employer brand is to review what attributes of an organization is communicated to potential employees. Most research regarding Millennials and employer branding has been conducted in the United States of America (USA) and not in many countries. Because of this, this thesis was conducted with the foundation of previous research that was adapted to and focused on Swedish Millennials. The objective was to find out what attributes is the most important to Swedish Millennials in order to attract and retain them as employees. The result of this thesis was created by first looking at previous research and defining a research problem and a research question. Then, the theoretical framework was conducted, leading to the method chosen to perform this study. Thereafter, the data was gathered and analyzed, leading up to the findings and conclusions that the attributes that are most important concerns the psychological benefits, followed by instrumental benefits and then functional benefits. Furthermore, economic and symbolic benefits are not considered to be as important to Swedish Millennials. / Sedan begreppet employer branding introducerades av Tim Ambler and Simon Barrow år 1996, har dess användning ökat. När begreppet först introducerades bestod det av tre förmåner (funktionella, ekonomiska och psykologiska) och utökades sedan av Lievens and Highhouse (2003) med instrumentella och symboliska förmåner. Sedan dess har employer branding använts för att attrahera eventuella arbetstagare. På senare tid har diskussioner först huruvida ett företags employer brand behöver anpassas för att attrahera och behålla individer som tillhör Generation Y (milleniegenerationen). Ett sätt att anpassa ett företags employer brand är att undersöka vilka attribut en organisation förmedlar till potentiella anställda. Majoriteten av all forskning som har skett kring Generation Y har genomförts i USA och det är svårt att hitta forskning kring ämnet som har utförts i ett annat land. På grund av detta har denna uppsats fokuserat på svenska millennier och undersökt vilka attribut hos ett företag som är viktigast för att ett företags ska bli attraktivt för dem. Resultatet i den här uppsatsen togs fram genom att först att ha tittat på vad tidigare forskning har kommit fram till och vad som har saknat för att hitta ett teoretiskt gap och framställa ett syfte med den här uppsatsen. Sedan sammanställdes relevant forskning som ledde till en passande metod. Detta i sin tur ledde till en datainsamling som analyserades för att hitta vilka attribut som är viktigast för svenska millennier, vilket visade sig vara främst psykologiska följt av instrumentella samt funktionella attribut. De ekonomiska samt symboliska attributen räknas inte vara lika viktiga som de övriga attributen.

The Millennial generation is now the largest living generation. This generation has absorbed many labels, including the one of not being civically engaged. Many news sources focused on their lack of engagement throughout the 2016 election, stating that they were the key to a win in the election. Since Bernie Sanders was the first candidate to capture the attention of such a large amount of the Millennial generation, this research is designed to understand why and provide an in-depth analysis of the thoughts about Sanders from the largest living generation. The data was collected by conducting 15 in-depth interviews with Millennials, ages 18-34, who supported or voted for Bernie Sanders in the 2016 primaries. During the interviews, they were asked questions about their background, their views on social issues, their thoughts on Bernie Sanders, and where they see the United States political system going forward. The final analysis was conducted using a basic thematic approach, which coded for similarities throughout each interview. After analysis 7 major themes emerged which are as follow, (a) they aren't just engaged, they are passionate, (b) political engagement through technology, (c) lost cause, (d) life experiences, (e) generational differences, (f) authenticity, and (g) all lives matter. The findings indicate that this sample of the Millennial generation is far from unengaged. They are very passionate about the lives of all Americans and Sanders spoke to them at a level in which they felt they could trust him. These findings are important for future researchers who wish to understand Millennials importance in the future of our political system.

The purpose of this study is to examine the relationship between black millennial political activism and social media use. In Phase One of the study, the attitudes of 126 black 18-29 year olds were measured via survey. Results from the survey show that there is a significant relationship between social media use and political activism. In Phase Two, ten high-scoring participants from Phase One were interviewed and analyzed using thematic coding. Examination of the influence of social media on black millennials can inform strategy used for the advancement of black communities and black activism through widespread, effective communication and an advocacy platform accessible by all.

Nowadays, millennials living in megacities are facing numerous issues. Most of them are currently experiencing an unsustainable lifestyle. Since this social group is destined to grow in number in the future years, its living status will strongly affect the development of sustainable cities. High frequency relocation, limited savings and lack of time are some of the Millennials’ main issues. Create appropriate solutions to their problems is therefore crucial for a sustainable development. The project aims to investigate Millennials daily life conditions through a human-needs approach performing and, at the same time analyze the possible business-based services that can help this social group to live more sustainable. This has been done through three needs-based service design methodologies that allowed to identify the reasons behind this social phenomenon: a day in life, questionnaires and phone interviews. Furthermore, a co-creation workshop allowed to investigate possible interactions between businesses realities and millennials. This project results demonstrate that there is a need of Business to Customers services which can contribute at the same time to create a sustainable lifestyle and to reduce the environmental impact of the contemporary consumerism-based society. Finally a concept of a product-based reuse service is for this reason developed considering the role of product life cycle in contemporary sustainable issues. To conclude, the importance of a needs-base approach to generate innovative solutions within the topic of service design is highlighted.

En el contexto actual del país, donde entorno tecnológico crece de manera importante, especialmente para el comercio electrónico, surge la pregunta si las PYMEs del subsector moda están listos para integrarse de manera efectiva y rentable. El presente trabajo de investigación tiene como objetivo evaluar la viabilidad de la implementación de un marketplace que, potenciada con tecnología de machine learning, ofrezca tanto a PYMEs como clientes una propuesta de valor única que resuelva las barreras de entrada a este canal, ofreciendo ventajas sobre el canal físico. Además, la propuesta se basa en desarrollar una plataforma web y móvil, bajo el concepto de customer centricity, que brinde una experiencia de compra superior y atractiva tanto para las pequeñas marcas de moda y para los compradores de los segmentos socioeconómicos A, B y C entre los 18 y 55 años, especialmente la generación llamadas “Millennials”. De acuerdo con los supuestos planteados para el modelo de negocios, el resultado de la evaluación financiera a 5 años arroja que el proyecto es viable, el análisis de sensibilidad para diversos escenarios demuestra que existe un grado de importante de riesgo que no justificarían la inversión, especialmente por la falta de capacidad técnica para la gestión de los pequeños empresarios y la informalidad del rubro. Finalmente, se recomienda enfocar los emprendimientos tecnológicos para las PYMEs desde un punto de vista social y con participación estatal. / For current context of country, where technological environment grows significantly, especially for e-commerce, question arises whether SMEs in the fashion subsector are ready to integrate effectively and profitably. The purpose of this research work is to evaluate viability for implementation of a marketplace that, powered by machine learning technology, offers both SMEs and customers a unique value proposition that resolves barriers to entry to this channel, offering advantages over the physical channel. In addition, the proposal is based on developing a web and mobile platform, under concept of customer centricity, which provides a superior shopping experience and attractive to both small fashion brands and customers of socioeconomic segments A, B and C between 18 and 55 years, especially the generation called "Millennials". According to the assumptions made for business model, the result of 5-year financial evaluation shows that project is viable, sensitivity analyzes for several scenarios demonstrates that there is a significant degree of risk that would not justify the investment, especially due to lack of technical capacity for the management of small entrepreneurs and informality. Finally, it is recommended to focus on technological enterprises for SMEs from a social point of view and with state participation. / Trabajo de investigación

Background: In Sweden, consumers have become more aware that certain types of food could improve their health and overall well-being. In addition, consumers, especially Swedish Millennials, are getting healthier day after day. Accordingly, manufacturers responded to this phenomenon by supplying food that offers extra health benefits (Ring & Mitchell, 2010). These types of food are called Functional Food (FF) and are defined as “food enriched with different components (such as vitamins, minerals or probiotic cultures) or modified in a way that the product provides an additional physiological benefit that might prevent disease and promote health” (Morna, 2015:336). Purpose: The study investigates the Swedish Millennials healthy lifestyle and focuses on their attitudes towards the functional food. Thus, the authors will explore the whole lifestyle and habits of the Swedish Millennials reaching to the core of the research, which is the consumption of the functional food. Method: In order to fulfil the purpose of this study an exploratory method, with qualitative and abductive approach, is chosen to understand the Swedish Millennials attitude towards the functional food. The focus group was the tool to collect the data for the study. In total, five focus groups were conducted with twenty-six participants all of them are Swedish Millennials. The reason behind choosing focus groups tool is to comprehend deeply the Swedish Millennials lifestyle and specifically their attitude towards the functional food. Conclusion: The authors concluded that the Swedish Millennials have a systematic lifestyle and they feel comfortable with the routine. The Swedish Millennial’s attitude towards the functional food is considered positive to the majority of the participants in the research. However, the minority of the Swedish Millennial’s participants have a negative attitude towards the functional food. Therefore, it was concluded that the Swedish Millennials attitude to an extent is positive towards the functional food consumption.

Existing research on leadership and motivation tends to focus primarily on how leadership style influences employee motivation with very little consideration for how follower characteristics may influence the preference of the leader. In an attempt to contribute to this research gap, this thesis examined whether motivation, as represented by extrinsic and intrinsic sources, influences an individual’s preference towards a transactional vs. transformational leadership style. This thesis provides further novelty by examining this concept on the largely understudied and newest generation to enter the labour market, the millennials. To investigate the main research question, 220 Swedish students participated in a questionnaire that was designed to assess their motivation and leadership style preference. As age, gender and personality were considered as potential predictors in this relationship they were also included in the questionnaire as control variables. A multiple regression analysis revealed intrinsic motivation to be a significant predictor of transformational leadership preference, and extrinsic motivation as a significant predictor of transactional leadership preference. These findings provide merit in both the academic and organisational sectors, not only contributing empirical evidence to this widely neglected research field, but also in the practical utility these results can provide for creating more informed leadership training decisions in a bid to recruit, retain and motivate the millennial generation as they enter the workforce.