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The purpose of this paper is to explore possible changes in national culture for generations X and Y members from selected Asian national cultures and the impact on cross‐cultural negotiations.

An interpretivist epistemology is combined with an ontology of subjectivism for this exploratory study which does not seek generalization. Emphasis is placed on the development of new survey items by members of generations X and Y for Hofstede's dimensions. An online survey yielded n=224 responses. Data were collected from members of generations X and Y, but also Baby Boomers as the control group, to test differences.

For national culture dimensions, only individualism/collectivism tests for significant differences between Asian GenY and Baby Boomers. GenX and GenY show little interest in pre‐opening relationship building and focus on positioning and compromising.

The study is exploratory in nature and future studies should revisit this topic. The items developed to measure national culture might be biased by the 39 focus group participants. Future studies should consider differentiating Asian groups.

Western negotiators need to prepare for multiple scenarios when entering negotiations with Asian partners. Depending on the age of the Asian negotiator, emphasis on different phases of the negotiation process needs to be reevaluated.

This research holds immediate lessons for cross‐cultural negotiations. Results support that generations X and Y members in some Asian cultures do not differ from their elders across all Hofstede dimensions, however they display different negotiation behaviors.

The purpose of this study is to present the Generation X and Generation Y customers’ expectations of utility retail stores in an Asian setting of Pakistan Research studies that advocate a cross-generational perspective to retail service quality have been limited.

Sketching through a naturalistic paradigm, data for this exploratory study is collected from 80 retail shoppers through face-to-face interviews. The data is noted, coded and presented through the genre of service marketing mix theory.

There are significant differences with regards to variety of products offered and time consumed during shopping have been found between generational cohorts belonging to Generation X and Generation Y customers. However, there are a few similarities noted between the two types of customers that challenge the traditional perspective of retail service marketing mix theory.

The study is an original contribution towards explaining the retail service quality construct from cross-generational marketing perspective. Pragmatically, the utility stores have never been the subject matter for service quality studies in countries such as Pakistan.

The purpose of this study is to investigate the structural relationship model among narcissism, work centrality, employee engagement and discretionary effort.

Respecting the quantitative approach, the data were gathered by means of the survey completed by 1,190 respondents of Generation X, Y and Z working in the Thai service and manufacturing industries.

The findings of the study indicated positive associations between narcissism and work centrality, narcissism and employee engagement, work centrality and employee engagement and employee engagement and discretionary effort. It was observed that work centrality played a partially mediating role in the relationships between narcissism and employee engagement, while employee engagement fully mediated the associations between work centrality and discretionary effort, as well as between narcissism and discretionary effort. The structural model demonstrated variations across different generational cohorts, suggesting that the relationships differed among generations. However, the model did not exhibit any variations across different types of industries. Furthermore, the findings from the Thai samples indicated that generational differences had a moderating effect on the path relationships between narcissism and work centrality (with Generation Y having a stronger effect compared to Generation Z and Generation X), narcissism and employee engagement (with Generation Y having a stronger effect compared to Generation Z and Generation X) and narcissism and discretionary effort (with Generation X having a stronger effect compared to Generation Y and Generation Z), all with a significance level of 95%. Additionally, the relationship between employee engagement and discretionary effort showed a significant difference across generations, with Generation Z exhibiting a stronger effect compared to Generation Y and Generation X, at a significance level of 99%.

This study provides empirical evidence supporting the positive relationships between narcissism and work centrality, as well as narcissism and employee engagement, contrary to previous research findings. The results reveal that employee engagement fully mediates the associations between work centrality and discretionary effort, as well as between narcissism and discretionary effort, offering valuable contributions to the existing literature. Furthermore, this study expands on previous research by examining the moderating effect of industry type, specifically comparing manufacturing and service industries. The findings suggest that the model exhibits variations across different generational cohorts, highlighting the importance of considering generational differences in understanding these relationships. However, the model does not exhibit variations across different types of industries.

There is a rising number of Asian brands expanding to Western nations. However, one of the biggest challenges is their reputation of inferior quality. The objectives of this research are to examine the U.S. consumers’ quality perception of Asian brands and what steps can be taken to improve their perceived quality to ultimately influence patronage intentions. This study also considers how age influences U.S. consumers’ perceived quality and patronage intentions.

An online experiment using 328 U.S. female subjects was conducted to examine how quality cues (brand origin and product design) influence their perceived quality of Asian brands. The study also examines how age (due to different levels of exposure of Asian brands) moderates the relationship between product cues and perceived quality.

The findings showed that there was a difference between the younger (Generation X and Y) and older (Baby boomers and Swing) group’s perceived quality of these Asian brand origins, namely Japan and China. Product design had an impact on perceived quality, but age was not a moderating factor.

Chinese and Japanese brands can use these differences in perception of brand origins to market accordingly. Product design cues can also be used effectively to both age groups by Asian brands to improve the perceived quality of U.S. consumers.

This research provides novel insight on U.S. consumers’ perceived quality and patronage intentions from different Asian brand cues. The study also contributes to the body of literature on how the relationship between specific Asian brand cues and perceived quality may differ as a function of age.

Understanding generational differences is basic to marketing fashion items to different generations. A company that can understand these differences will be able to create better products that speak to generations and learn how to better advertise and market to these generations. This paper represents findings of 453 surveys from members of Generation X and Generation Y, mall observation and industry interviews. It examines the motivations of each generation for purchasing fashion related items and concludes by explaining reasoning for these differences and gives suggestions to better reach these markets. Results indicate that marketers must learn the overall perception that each generation has of itself, and market based upon these views. In addition, results indicate that despite the different needs and wants a generation may have while they are young, every generation will eventually need and want the same kinds of items.

The world population over the age of 60 is expected to increase from 900 million in 2015 to two billion by 2050. Retirement homes have emerged as a prominent housing alternative and become a trend for the older adults; however, older population in Malaysia could have a negative view of retirement homes. Different generations could have different perceptions of the value of retirement homes. This study aims to explore the value of retirement homes across diverse age cohorts in Malaysia.

A qualitative approach is adopted for this study. Thematic analysis is used to analyse the interview transcripts obtained from semi-structured interviews.

The results indicated that baby boomers tend to have more negative values towards retirement homes, whereas Generations X and Y demonstrated more favourable and positive values for retirement homes.

This study serves as a useful reference for housing developers, policymakers and the management of retirement homes to better understand how different age cohorts value retirement homes, thereby encouraging relevant housing strategies to enhance the quality and support systems of retirement homes in society.

Drawing from theories of modernization and socioemotional selectivity, this study investigates the effect of familial support on the relationship between immigrant generation and mental health service use for Asian American and Latinx older adults.

Using the data from the National Latino and Asian American Study (NLAAS) 2002–2003, nested logistic regressions (N = 810) were used to test the effects of familial support (parent–child relationship quality) on the relationship between immigrant generation and the use of mental health services. Differences in familial support between older adults and their younger counterparts were also accounted for.

The results indicate that familial support partially attenuates the relationship between immigrant generation and mental health service use, but only for Latinx groups. Familial support was not significantly different for older adults than that of those younger in age.

Findings suggest the need for a better understanding of familial support as it relates to mental health service use for these groups. Approaches to improving the access to, and the overall use of, mental health services should be sensitive to ethnic variation. Immigrant groups may also endure stressors associated with legal and citizenship status. Future research should consider the effect of these political identities on mental health. Studies on parent–child relationship quality should also be longitudinal in order to better understand the dynamic nature of familial support across the life course.

This chapter addresses gaps in the literature as Asian Americans are relatively understudied group with regard to mental health. Previous studies showed that US-born Asian American and Latinx populations are more likely to use mental health services than their foreign-born counterparts, but the effects of generation status and familial support for older adults are unclear.

Food delivery applications (FDAs) are becoming more and more well-liked across Generations X, Y and Z, with Asia experiencing the biggest growth. These three generations of consumers have distinct views toward using FDAs because they were influenced by various social environments, cultures and experiences. Therefore, marketers ought to present customers with various values. The purpose of this study is to investigate how the theory of consumption values (TCV) affects the intention of various generational cohorts to continued usage intentions.

Online surveys were distributed to 745 Thai customers who had previously ordered meals from FDAs to collect information. The data were analyzed using partial least squares structural equation modeling and multigroup analysis.

Results reveal that there are significant differences among Generations X, Y and Z, while emotional value is insignificant. Generation X is concerned about functional and conditional value, whereas Generation Y expresses the highest concern on epistemic and social value. Meanwhile, Generation Z pays attention to epistemic, functional and social value.

The novelty of this study contributes to TCV affecting the different FDAs consumption value among Generations X, Y and Z, while the previous research only focused on gender and age difference, and this study firstly combines FDAs with TCV to predict the consumers’ intention to continuously use FDAs in the post-COVID-19 outbreak.

The purpose of this paper is to address the subject of work attitude drivers within the current scenario considering two influencing factors, culture and generation. Both membership of a particular generation and membership of a particular culture can affect individuals' work attitudes. The study considers these two factors in order to analyse five dimensions that are sources of work attitudes: life project, professional ethics, and attitude towards authority, leadership and commitment to the company.

Drawing upon a sample of almost one thousand people from various Ibero‐American countries, the results show significant differences between generations and cultures, particularly when focusing on the life project.

Among its conclusions, the paper points out that Latin America cannot be viewed as a homogenous whole in terms of individual work attitude. On the contrary, it is characterised by a significant degree of national diversity and managers should take this into account when designing initiatives to improve employee motivation.

The contribution that this paper seeks to make is to include the cross‐cultural perspective in the study of attitudes towards work, which has received less attention in previous studies.

Explores the limited value of concepts such as Baby-Boomer, Generation X (Gen X) and Generation Y (Gen Y) and advances the view that life course is more valuable.

Examines how young adults in Britain, born between 1975 and 1982, conceptualized the notion of work-life balance as they were about to leave university and enter full-time paid employment.

Reveals that the notion of individual choice strongly underpins young adults’ conceptualization of work-life balance and expectations of work-life balance support; while young British and Asian adults largely considered it to be a matter of individual choice, there were variations in their preferences for how to prioritize their impending employment and personal lives; and four emerging patterns of work-life balance orientation preferences were found – balancer, careerist, career-sacrificer and integrator.

Provides support for the argument that the work-life balance perceptions of young adults who would belong to the so-called Gen Y cannot be generalized and simplified as being either work-centric or life-centric. The picture is a lot more complex given the diversity within this group of young adults.

Highlights how, instead of looking for generational differences (or age-related differences) which can be divisive, it is more useful to look at the issue of multi-generations in a broader way.

By using a life-course approach instead of a generational approach, is able to take into account how past transitions have shaped the way work-life balance was discussed by the young adults and how anticipated future transitions were expected by the young adults to change their needs and therefore expectations of employer and government support.