The New Generation Z in Asia

Dynamics, Differences, Digitalization

Elodie Gentina|Emma Parry

Emerald

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Paperback / softback

9781800432239

12 September 2022

$43.99

Hardback

9781800432215

23 October 2020

$111.99

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9781800432208

23 October 2020

$43.99

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9781800432222

23 October 2020

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Contents
About

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.