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The New Generation Z in Asia: Dynamics, Differences, Digitalization

Elodie Gentina
IESEG School of Management, France

Emma Parry
Cranfield School of Management, UK


Product Details
Format:
Hardback
ISBN:
9781800432215
Published:
23 Oct 2020
Publisher:
Emerald Publishing Limited
Dimensions:
260 pages - 152 x 229mm
Series:
The Changing Context of Managing People
This book is the first to compare the Asiatic Generation Z (born 1990–1995) in terms of country and culture specific drivers and characteristics based on interdisciplinary and international scientific research. Although Asia has been the focus of many articles and books on demographics, politics and economics, few authors understand in depth the behaviour of the young people in their roles as consumers and as new members of the working world. 

The New Generation Z in Asia: Dynamics, Differences, Digitalization explores how specific Asiatic cultures translate into a creative and innovative society in order to conduct business to adjust their recruitment and retention strategies, also examining how they attract and retain the best young talent in Asia. 

Written for academics and professionals in the fields of Management, Organizational Behaviour, Marketing, and Human Resource Management, this work examines a set of topics that describe societal and managerial feelings, goals, concerns and behaviours of a vast continent that stretches from East Asia through South Asia, Southeast Asia to Western Asia.
PART 1: GENERATION Z IN ASIA: A RESEARCH AGENDA
Chapter 1. Generation Z in Asia: A Research Agenda Elodie Gentina
PART 2: WHAT THE EXPERTS TELL US ABOUT EAST ASIA
Chapter 2. Generation Z in China: Implications for Global Brands Zhiyong Yang, Ying Wang, and Jiyoung Hwang
Chapter 3. Generation Z in Hong Kong: Simple while Multi-Tasking Melannie Zhan
Chapter 4. Generation Z in Japan: Raised in Anxiety Mototaka Sakashita
Chapter 5. Generation Z in Taiwan: Low Salaries, Little Happiness and a Social-Media World in the Mix Ryan Brading
PART 3: WHAT THE EXPERTS TELL US ABOUT SOUTH ASIA
Chapter 6. Generation Z in India: Digital natives and makers of change Shaheema Hameed and Meera Mathur
Chapter 7. Generation Z in Pakistan: Trends and Managerial Implications Ahmad Jamal
PART 4: WHAT THE EXPERTS TELL US ABOUT SOUTHEAST ASIA
Chapter 8. Generation Z in Indonesia: The Self-Driven Digital Zahrotur Rusyda Hinduan, Adilla Anggreani and Muhamad Irfan Agia
Chapter 9. Generation Z in Vietnam: The Quest for Authenticity Linh Hoang Nguyen and Hoa Phuong Nguyen Chapter 10. Generation Z in Malaysia: The five "E" generation (Electronically-engaged, Educated, Entrepreneurial, Empowered, and Environmentally-conscious) Fandy Tjiptono, Ghazala Khan, Ewe Soo Yeong and Vimala Kunchamboo
PART 5: WHAT THE EXPERTS TELL US ABOUT WESTERN ASIA
Chapter 11 Generation Z in Turkey: A Generation with High Hopes and Big Fears Berna Tarı-Kasnakoğlu, Meltem Türe and Yunus Kalender
Chapter 12 Generation Z in the United Arab Emirates: A Smart-Tech Driven iGeneration Nisreen Ameen and Amitabh Anand
PART 6: GENERATION Z IN ASIA: PATTERNS AND PREDICTIONS
Chapter 13 Generation Z in Asia: Patterns and Predictions Emma Parry
Elodie Gentina is an Associate Professor of Marketing at IESEG School of Management in France. Elodie is the author of two books on Generation Z and has published many academic articles on this topic in Journal of Business Research, Journal of Business Ethics, Information and Management, and Computers and Education… 

Emma Parry is a Professor of Human Resource Management (HRM) and Head of the Changing World of Work Group at Cranfield School of Management. She is the author or editor of several books and the author of numerous academic papers in the area of HRM.

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