Материалы наших коллег из ЮАР

Много о Теории поколений в мире пишут наши партнеры из компании Tomorrow Today (ЮАР). Представляем ссылку на статью Грэма Кодрингтона 2008 года Generation Y studied by Economist Business Intelligence Unit. В этом же блоге большое количество публикаций по Теории Поколений на английском.

One of the most common criticisms of generational theory is that it is nothing much more than pop psychology. While it is true that many people use generational theory in its crudest forms, applying it when all they know about it is what they heard in a one hour keynote session at a conference, this does not mean that the theory itself has no substance. It is also true that some people use it as a “blunt instrument” — applying it with no regard to other dynamics and segmentation models. Again, just because some people use it badly, doesn’t discredit the theory itself.

There are many formal research projects on generations, and almost all of them confirm the basic theory and its findings. A recent study now focuses on the younger generation, known as Generation Y. The global survey was conducted by the Economist Business Intelligence Unit and Genesys, an Alcatel-Lucent company. It looked at how consumers born between 1982 and 2001 will impact the customer experience, asking C-level and senior executives from around the world how they are creating a customer experience to attract and retain Millennials. Of the 164 executives who took part in the survey, 29% came from North America, 31% from Europe, 30% from Asia-Pacific and 10% from the rest of the world. Participants represented 19 different industries. One-third of respondents’ organisations had annual revenue greater than US$1 billion and just over one-half (51%) had less than US$500 million in revenue. Board members and CEOs comprised 30% of respondents. CFOs, CTOs and other C-level executives made up an additional 19%. The remainder was split among other senior and middle management functions.

The headline results and executive summary of the findings is very interesting:

Полная весия этой статьи и ссылка на другие материалы см. http://www.connectioneconomy.com/category/generations-mind-the-gap/

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