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

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. It explores how specific Asiatic cultures translate into a creative and innovative society to conduct business and attract and retain the best young talent in Asia. It is written for academics and professionals in Management, Organizational Behaviour, Marketing, and Human Resource Management.

Format: Paperback / softback
Length: 224 pages
Publication date: 12 September 2022
Publisher: Emerald Publishing Limited

This groundbreaking book is a pioneering effort in comparing the unique characteristics and drivers of the Asiatic Generation Z, born between 1990 and 1995, across different countries and cultures. While Asia has been a subject of extensive research in demographics, politics, and economics, few authors have delved into the intricate behavior of young individuals in their roles as consumers and emerging members of the workforce.

The New Generation Z in Asia: Dynamics, Differences, Digitalization takes a comprehensive approach to understanding the dynamics of this diverse generation. It explores how specific Asian cultures shape a society that is both creative and innovative, enabling businesses to adapt their recruitment and retention strategies. The book also examines how these cultures attract and retain the best young talent in Asia.

Written for academics and professionals in the fields of management, organizational behavior, marketing, and human resource management, this comprehensive work examines a range of topics that capture the societal and managerial sentiments, goals, concerns, and behaviors of a vast continent that spans from East Asia to South Asia, Southeast Asia to Western Asia.

By undertaking interdisciplinary and international scientific research, the book provides valuable insights into the unique characteristics and challenges faced by the Asiatic Generation Z. It sheds light on their aspirations, values, and consumption patterns, as well as their attitudes toward work and technology. The authors offer practical recommendations and strategies for businesses and organizations seeking to engage and connect with this generation effectively.

In conclusion, The New Generation Z in Asia: Dynamics, Differences, Digitalization is a groundbreaking work that fills a significant gap in the literature on Asian youth. It offers a comprehensive and insightful analysis of the unique characteristics and drivers of this generation, providing valuable insights for academics, professionals, and policymakers alike. As the Asiatic market continues to grow and evolve, this book will remain a valuable resource for understanding and navigating the dynamics of this important demographic.

Dimension: 229 x 152 (mm)
ISBN-13: 9781800432239