Syftet med studien var att undersöka vilka attityder högskolestudenter har till etnisk mångfald. Studien var kvalitativ och underlaget utgjordes av semistrukturerade intervjuer. Ett bekvämlighetsurval tillämpades och totalt deltog 17 respondenter (n=17). Det insamlade materialet analyserades genom en tematisk analys som resulterade i tre huvudteman: rädsla, samhörighet och den etniska mångfaldens inverkan för organisationer. Studiens resultat visade att samtliga respondenter hade en positiv attityd till etnisk mångfald. Samtliga respondenter ansåg att mångfald bör främjas inom svenska organisationer för att organisationerna ska kunna bli innovationsrika, konkurrenskraftiga och tillfredsställa en bredare marknad samt tillvarata den kompetens som mångfalden innebär.

Thesis presented for the Degree of Doctor of Philosophy (Business Science, Human Resources Management) in the Faculty of Commerce, Law and Management at the University of the Witwatersrand, Johannesburg, June 2017 / For the past two years, South Africa has been gripped by a spate of demonstrations by university students demanding free university education. These demonstrations have been violent, and mediation efforts have not succeeded in yielding long-term results. According to the theory of rising expectations, in an economy that is improving and where the people are not oppressed, their expectations often outstrip the pace of actual change (Gale, 2008). When there is a mismatch between what people expect and what they actually get, theory suggests that rising expectations lead to civil unrest as demands for improvement continue to grow. It is the contention of this thesis that the theory of rising expectations is associated with the behaviour of the university students as they make demands for free education, better employment opportunities and more accountability from the government. Also associated with the behaviour of these university students in South Africa is generational cohort theory, which predicts that certain significant national and global events have a long-lasting impact on value systems of individual groups and social orders resulting in the formation of new generational cohorts (Smolla & Sutton, 2002). These individuals then share enduring distinctive sets of values, beliefs, and behaviours (Strauss & Howe, 2000). Furthermore, research suggests that Generation Y are materialistic, which is the value individuals place on possessions (Belk, 1985), have a high entitlement mentality, and their work values are mostly extrinsic. Entitlement has been defined as a “pervasive sense that one deserves more and is entitled to more than others” (Campbell, Bonacci, Shelton, Exline, & Bushman, 2004, p. 31). In the absence of literature that relates to the potential influence of the theory of rising expectations and generational cohort theory on the behaviour of Generation Y in South Africa, this research seeks to: (i) investigate whether Generation Y are indeed materialistic and entitled; (ii) investigate the potential influence of demographic factors on work centrality, work values, materialism, and an entitlement mentality; (iii) investigate the potential influence of work centrality, work values, and materialism on an entitlement mentality; and (iv) investigate the mediating effect of materialism on the relationship between demographic factors, work values, work centrality, and an entitlement mentality in the context of a private college and a public university in South Africa. This research employed a two-stage approach. The first stage, a quantitative study, applied a descriptive approach to validate and justify the research findings that link Generation Y with materialism and entitlement mentality. Entitlement mentality was measured using two dimensions: exploitative and nonexploitative entitlement. Based on a literature review, a model was then developed and tested in the second stage of the study using Structural Equation Modelling. Findings from Stage Two suggested that Generation Y are materialistic and highly entitled, but that their entitlement is non-exploitative. Men were found to be more materialistic than women, but women were found to be more entitled than men. However, both genders were found to have low levels of exploitative entitlement, albeit with men showing slightly higher levels of exploitative entitlement. Gender and age were also significantly associated with materialism and entitlement. However, gender and age were found not to be significantly associated with work centrality. Work centrality was found to be significantly associated with entitlement mentality. Work values, on the other hand, were found not to be significantly associated with entitlement mentality, but were significantly associated with materialism. Materialism was found to be significantly associated with entitlement mentality. On the basis of all of these results, it was concluded that the theory of rising expectations and generational cohort theory might be responsible for the entitlement mentality and materialism, which literature often associates with Generation Y. The results also suggested that for organisations to attract and retain Generation Y employees, managers need to pay attention to extrinsic aspects of the job, such as pay. / XL2018

Thesis (M.Com. (Marketing Management and Information Systems))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2014. / This study evaluates the impact of the TOMS Shoes one-for-one campaign on the perceptions, attitudes and purchase intentions of Generation Y (GenY) consumers in the United States. The theoretical framework of the study is based on the CRM Response Model, which integrates several psychological and behavioural measures in describing GenYs‘ response to campaign messages (Waters 2006, Hyllegard 2009). The model was operationalised by a hypothetico-deductive research design and data was analysed through Confirmatory Factor Analysis. The strongest determinant of the model‘s outcome variable (i.e. ‗purchase intentions') is brand motivation or ‗attitude towards the brand‘. Consequently the causes chosen must have affinity with the company‘s products for GenY to respond favourably to the campaign messages. Combining emotionally evocative stimuli/imagery with a cause that GenY consumers care about or are ‗involved‘ is bound to make them like or believe (accept) the campaign. The ‗emotional‘ reactions of GenY determine whether they will pay ‗attention‘ and/or 'like the campaign message' or not. The cohort‘s ‗involvement‘ in the shoe cause is partially mediated by ‗attention‘ and has a weak but significant influence on ‗attitude towards the brand‘. Likeable and/or memorable ads tend to be more effective in persuading consumers than neutral advertisements. ‗Attention‘ has a direct influence on ‗attitude towards the advertisement‘ or liking the campaign message, with communications effects in essence minimal without ‗attention‘.

Syftet med studien var att undersöka hur anställda som arbetar med employer branding i Jönköpings Län upplever arbetet, samt hur de arbetar med att attrahera och rekrytera högskolestudenter efter examen. Studien var av en kvalitativ ansats och underlaget utgjordes av semistrukturerade intervjuer. Ett kriteriebaserat urval applicerades och totalt deltog femton respondenter fördelade på tio organisationer. Det insamlade materialet analyserades genom tematisk analys och resulterade i tre huvudteman: Avsaknad av övergripande employer branding-strategi, frustration och individanpassat jobberbjudande. Resultatet visade att det fanns stora skillnader gällande hur employer branding arbetet prioriterades inom organisationerna samt en polarisering av hur strukturerat och strategiskt arbetet var. Avsaknaden av en enhetlig och övergripande employer branding-strategi skapade frustration hos deltagande respondenter. Det fanns en medvetenhet i organisationerna om att studenter och nyexaminerade främst tenderar att efterfråga symboliska attribut när de söker arbete, vilket överensstämmer med tidigare forskning.

Research Questions: “What knowledge do Generation Y consumers’ have about sustainability in the fast fashion industry?” and “How do the factors of the attitude-behavior gap influence the Generation Y consumers in their decision making for fast fashion clothes?”       Problem Formulation: Sustainability as a topic has regained great attention over the last couple of years. Generation Y consumers’ demand for more sustainable actions, especially in fast fashion, puts increasing pressure on the industry. As the biggest consumer cohort, it is important for fast fashion companies to meet their needs and demands for more sustainable actions to stay competitive. Purpose: The purpose of this thesis is to explore the perception of sustainability of Generation Y consumers’ in the fast fashion industry by looking at eight factors that influence the attitude-behavior gap, namely Price Sensitivity, Ethical Obligation, Lack of Information, Subjective Norm, Quality, Inertia, Cynicism and Guilt. Additionally, the previous knowledge about sustainability in the fast fashion industry of this generation will be investigated by using the triple-bottom line approach of economic, environmental and social aspects. Methodology: This thesis utilized a qualitative methodology by conducting semi-structured interviews. The research consists of 6 participants from the Generation Y. The interviews were performed personally face-to-face. Findings/Conclusions: The findings indicate that the factors of the attitude-behavior gap still influence Generation Y consumers’ in their purchase decisions for fast fashion brands. They are more hesitant to invest in acquiring clothes from fast fashion retailers, as they see them as violating to the society and the environment. Therefore, Generation Y consumers would rather purchase sustainable clothes from sustainable companies that are behaving and producing their clothes in a right, sustainable and ethical way. Hence, their attitude indicates to be similar to their potential purchasing behavior. Furthermore, Generation Y consumers’ hold a broad, detailed knowledge about sustainability of all three parts of the triple bottom line.

This new economic era is characterized by organizations managing a diverse workforce across different generations. These generations have different work values, goals, and expectations on their employer, which poses various challenges for human resource managers in managing and retaining employees from different generations. The most recent generation that is currently entering the workforce is generation Y, and they are described as the younger generation with high employee turnover and reluctance to pledge long-term work commitments. Therefore, it is in the interest of organizations to tailor reward schemes that resonate with generation Yers in fostering organizational commitment. Thus, this thesis aims to examine how extrinsic and intrinsic rewards affect organizational commitment in generation Y. To answer these questions, this thesis reviews previous literature and use the self-determination theory to see how the different rewards affect the organizational commitment of generation Y. This study has been conducted through interviews with employees that are born within the age spectrum of generation Y (1980-1999) to understand how reward systems affect organizational commitment in generation Y employees. This thesis found that intrinsic rewards affect organizational commitment in a far more positive manner than extrinsic rewards. Furthermore, intrinsic rewards resonate to a greater extent with the employees from generation Y and should, therefore, be a priority for organizations. Moreover, this thesis concludes that intrinsic rewards can more easily satisfy the basic psychological needs, which are, as according to the self-determination theory, crucial to foster organizational commitment.

Background: As employees have become one of the key assets providing companies competitive advantage, the importance of talent retention has grown. This holds true especially in industries such as information technology, where firms not only have to adapt to the needs and expectations of Generation Y but are also experiencing a substantial shortage of knowledge workers. Purpose: The goal of this thesis is to first gain an understanding of what tools and techniques Finnish IT companies are using to approach the topic of retention, a process guided by theory. The existing literature and empirical findings are then combined to create a model for enhancing the retention of IT knowledge workers. Method: Empirical data was generated through interviews with ten Finnish IT firms employing knowledge workers, all different in terms of organizational characteristics and retention approaches. Template analysis was then used to infer meaningful findings from the data. Conclusion: The results show that retention of IT knowledge workers should be approached holistically. There are five categories (Training and Development; Compensation and Benefits; Flexibility and Work-life Balance; Organizational Culture; and Organizational Prestige) that must all be given thought to before implementing retention tools and techniques identified as most suitable for the specific organizational context.

Background:           Fast fashion is a rather new business strategy and is defined to be affordable and fashionable apparel that is directly copied from catwalks. The concept was initially introduced by Amancio Ortega’s well-known store, called Zara which mostly targets Generation Y consumers. Due to globalization and progress in technology it makes it possible for retailers to use cheap resources and cheap manufacturing from third-world countries which makes this strategy profitable. In these third world countries the working conditions and wages are poor, and the workers are exposed to toxic chemicals used in the fabrics. These toxic chemicals also affect the environment negatively by polluting the oceans and the earth. It also contributes to the overconsumption due to the rapid change in trends and their short life cycle.   Purpose:                  The purpose is to understand how Swedish Generation Y consumers behave towards fast fashion and their attitudes toward this.   Method:                  This study has used a qualitative approach, so the data was gathered through 12 interviews. All the participants were of Generation Y, age 17-37. The interviews were semi-structured with open-ended questions. A method of purposive sampling was used meaning that the participants were chosen by the judgement of the authors. Furthermore, the thesis is a case study where the case is the fast fashion industry.   Findings:                 The results show that there is an existing link between attitudes and behaviour where several factors affect this. For this particular generation, style and price were two important factors linked to behaviour. Social media and other social surroundings, such as family and friends, also affect their consumption pattern. The findings also show that Generation Y view sustainability as something important, however regarding fast fashion something else is indicated.

Digitaliseringen inom marknadsföring har resulterat i att företagen numera lägger stor vikt vid att synas på sociala medier, vilket gett upphov till en omfattande användning av Influencer Marketing. Detta används särskilt effektivt vid marknadsföring av kläder mot målgruppen millennials, via Instagram. Samtidigt ger klädbranschenupphov till omfattande miljöproblem, vilket tyder på att konsumtionen av kläder i dagens samhälle inte är hållbar, varken miljömässigt eller socialt. Inom området för Influencer Marketing identifierades därmed ett kunskapsgap gällande avsaknaden av ett hållbarhetsperspektiv på konsumtion. Utifrån detta kunskapsgap formulerades innevarande studiens frågeställning till hur Influencer Marketing kan bidra till hållbarhet och etisk konsumtion bland millennials. Därmed fokuseras studien till en generation med hög betydelse både inom Influencer Marketing och hållbarhet. Målsättningen var att ta reda på hur Influencer Marketing av kläder kan bidra till ett mer hållbart samhälle, istället för mindre hållbart, som det gör i nuläget genom överdriven klädkonsumtion med tillhörande konsekvenser för miljö och samhälle. Syftet med studien är att skapa djupare förståelse av Influencer Marketings betydelse för hållbarhet och etisk klädkonsumtion bland millennials. På så sätt ska undersökningen hitta faktorer i influencers offentliga livsstil och i reklamsamarbeten på Instagram, som påverkar millennials attityder till hållbarhet, etisk klädkonsumtion positivt. Genom att studera dessa attityder i en kvalitativ ansats, kan Influencer Marketings påverkan på millennials konsumtionsbeteende undersökas, utifrån den teoretiska ramen för innevarande studie. Den teoretiska ramen inkluderar Influencer Marketing, hållbarhet och etisk klädkonsumtion, samt millennials utmärkande konsumentbeteende. Utifrån denna ram genomfördes åtta semistrukturerade djupintervjuer med kvinnliga millennials. Trots detta urval är inte målet med studien att begränsa resultatet endast till kvinnliga millennials. Det empiriska resultatet analyserades i förhållande till den teoretiska ramen med en tematisk analys. Denna analys ledde till slutsatser om att Influencer Marketing har hög potential att påverka millennials till hållbarhet och etisk konsumtion, men att det krävs specifika åtgärder hos både företag och influencers. Dessa åtgärder sammanfattas i en ny strategi för Influencer Marketing. Strategin visar på specifika beteenden och egenskaper hos influencers, samt företagens åtgärder och val av influencers, som kan göra att Influencer Marketing bidrar till hållbarhet och etisk konsumtion bland millennials. Studiens praktiska bidrag är således ökade förutsättningar för en utveckling mot ett hållbart samhälle, både bland konsumenter och företag, genom etisk klädkonsumtion. Teoretiskt bidrar studien med en omfattande teoretisk ram för hur Influencer Marketing kan bidra till hållbarhet, genom en strategi inom Influencer Marketing med ett hållbarhetsperspektiv som tidigare saknades.

På senare år har man i dags- och fackpress kunnat läsa om att den yngre generationen som äntrar arbetsmarknaden är ovilliga att ta chefsjobb. Man har kunnat läsa om att de som faktiskt gör det har sämre hälsa, är mer stressade och saknar befogenheter i högre grad än äldre chefer. Unga chefers ledarskap skiljer sig från traditionellt ledarskap och unga ställer andra krav på sin arbetssituation och på chefsrollen. Unga människor födda mellan slutet av 70- och 90-talet har helt andra värderingar än äldre som värdesatte hårt arbete, sparande och trygghet i livet.Generation Y, som den unga generationen har kommit att kallas, uppskattar fritid och frihet allt högre. De har kallats lata, bortskämda och krävande men också välutbildade, ambitiösa och socialt ansvarstagande. Unga vill arbeta för att leva – inte leva för att arbeta. Denna inställning leder till att de yngre inte känner lojalitet till en arbetsgivare på samma sätt som tidigare när en trygg försörjning var viktigt.Vi har i denna uppsats skrivit om unga chefers syn på ledarskap, relationen mellan familj, fritid och arbete, ledarskapets framtid samt hur denna syn skiljer sig emot den traditionella chefens värderingar. Genom en kvalitativ intervjuserie har vi undersökt och skapat förståelse för hur fem unga chefer ser på olika ledarskapsrelaterade frågor. Den här studien är intressant båda för företag som rekryterar och vill utveckla sitt arbete kring ledarskapet. Den kan även intressera unga människor som vill arbeta med ledning.Vi har tittat på tidigare forskning, managementlitteratur, dagspress och facktidskrifter för att skapa oss en uppfattning och en teoretisk referensram kring ämnet. En stor del av researcharbetet gick åt till att hitta forskning rörande generationer och deras värderingar. En modell över fyra olika arbetskraftstyper som bygger på värderingar kring arbete och motivation har hjälpt oss att analysera vårt resultat.De empiriska data som framkom under intervjuerna analyserade vi sedan med stöd av den teoretiska referensramen. Analysen ligger till grund för studiens slutsats. Den visar att unga chefer värdesätter framför allt lyhördhet, öppen kommunikation och närvaro i sitt eget ledarskap. Relationen mellan arbete och fritid är ansträngd och ibland svår. De vittnar om mycket övertid och en vilja att visa sin ambition och kompetens. Cheferna tror att framtidens ledarskap kommer att påverkas av att Generation Y är ifrågasättande, initiativtagande och mindre auktoritetsbundna. Chefer kommer att behöva vara flexiblare och mer närvarande. / Program: Kandidatutbildning i företagsekonomi