The Master's thesis is focused on status and role of social networks in the life of the Czech Net generation (known also as Generation Y). The members of this generation are almost one quarter of the whole population of the Czech Republic nowaday. Based on many theories these representatives are different in several specific aspects from previous generations. Methodological background of this thesis is a qualitative approach through interviews of semi- structured questionnaire survey with ten members of the Czech Generation Y. The research will also present a short experiment with members of the foreign Generation Y for comparison of the results. You can find also structured questionnaire at the end of the survey, which is intended for subsequent validation of the theory for the future research in quantitative way for generalization to the whole Czech Generation Y.

This master thesis aims to compare consumer behavior of generation Y (people born in the period 1982-2002) in the Czech Republic and Hong Kong, based on questionnaire data. Special attention is paid to corporate social responsibility and protection of the environment, which begin to play an important role in consumer behavior. The differences between nations are examined through the questionnaire survey, which was filled out by 155 respondents. For a deeper understanding and identification of individual motifs, consumers were conducted semi-structured interviews that focused on environmental problems and corporate social responsibility. Hong Kong and the Czech Republic have different level of individualism and uncertainty avoidance, except these two cultural dissimilarities, there were no significant differences between these two nations. Environmental protection plays a larger role in the consumer behavior of Generation Y than corporate social responsibility for both nations. Corporate social responsibility is more important for young women than for young men.

The diploma thesis examines motivations and attitude of employees in terms of generation mixture. It focuses specifically on Generation Y, which is gradually becoming the main representation element of the generation mix in the workplace. The method com- bines the exploration of qualitative research (in-depth interview applying the techniques of neuro-linguistic programming) with quantitative (questionnaire construction). Based on the findings, with help of metaprogramming (MindSonar) framework, are identified elements of mindsets and values (metaprofiles) of employees of selected company. Then, there are described potentials of development of the company, that can lead to higher company performance.