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This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Call them what you want – millennials, Generation Y, the millennial generation – but they are causing established firms and industries huge headaches. The generation that was born in the 1980s and 1990s does not conform to earlier norms, and a failure to understand the shifts that have taken place can have devastating consequences for firms. In particular, the expectations they have around flexibility, support of work–life balance, and corporate social responsibility are far in excess of their forebears, and these expectations are having a huge impact on recruitment and retention of this generation.

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

This study aims at identifying factors that influence Generation Y to choose Airbnb. The topic of this study is of great importance to understand the new trend of accommodation that is currently taking place in the hospitality industry worldwide known as Airbnb, its main target market is Generation Y. The popularity of Airbnb is on the rise and it has become the main competitor to the traditional hotel industry. This research has identified four factors – socio-economic, environmental, technological and media – that largely influence Generation Y while choosing Airbnb as their preferred accommodation. The research represents a framework to test the relationship between these factors and Generation Y decision to choose Airbnb. The data were collected in Malaysia, which is one of the most popular tourist destinations in Southeast Asia, from 200 respondents of different nationalities who intend to or have experienced staying with Airbnb. The data were collected through physical distribution of the questionnaire as well as through an online survey. SPSS version 21 was used to analyse the data. The findings suggest that the various factors identified have a significant influence on Generation Y decision while choosing Airbnb as their accommodation. This finding helps Airbnb maintain its target market by determining the key factors that influence Generation Y. The study also identifies technological and environmental factors that play an important role in the Generation Y decision to choose Airbnb.

On the basis of an exploratory research, the purpose of this paper is to identify the criteria used by new entrants to the workforce (specifically premium millennial talent) while making job choices.

Using signal theory, the study attempts to explore what drives prospective millennial candidates to apply to a particular job role by identifying the components that form the initial anticipatory psychological contract (iAPC) of millennial talent from a tier-1 technological school in India and the factors that drive their job application intent. It is an exploratory study which uses survey data from 335 respondents.

The study identifies the critical components of the iAPC of this set of talent. It highlights the transactional approach of this cohort to evaluate prospective job roles.

This research is based on an exploratory study which was carried out in a single school in India and may be used as a concept for designing and implementing more generalized studies using standardized tools of measurement in the future. The study highlights the fact that this cohort attends to the transactional components of the signals sent out by recruiters to a larger extent than to other kinds of signals which may be communicated by employers. HR communication strategies for connecting with this set may emphasize the unique employment proposition to potential recruits using the findings from this study to better engage with this cohort.

The current research gives indications on the components of the iAPC for this cohort and would help HR form appropriate strategies to attract this set of talent.

This research takes a fresh line of reasoning to explain what parameters would drive fresher millennial talent to apply for a job at an organization. It views the group through a generational theory paradigm and signaling theory forms the backdrop for this study. Further, since the study is based on an Indian sample, it contributes to literature from a non-western context.

This study aims to examine the effect of entrepreneurial intention and attitude towards knowledge sharing on new business creation by comparing two generations, Y generation (millennials) and Z generation (post-millennial). In addition, the current study uses a social cognitive theory as a point of departure to test the research hypotheses.

This study deploys a quantitative approach (hypothetic-deductive approach) by surveying 300 respondents representing the two Indonesian generations. The questionnaire consisting of demographic items (age, education, etc.) and variables was the primary research instrument. This study used regression analysis, a Wald test for examining the proposed hypotheses and a t-test to provide a deeper analysis of the findings.

Findings from the current study show that Gen Y is still seeking a balance for their learning sources by involving in their social environments as well as exploring the digital world. In contrast, Gen Z is much more dominant in the independence to learn things that interest them. They have less dependency on social patrons but prioritise themselves as the leading model.

The findings of this study provide practical implications for higher education institutions in the development of entrepreneurship education to achieve learning effectiveness.

This study aims to contribute by providing empirical evidence in the effect of entrepreneurial orientation and attitude towards knowledge sharing on new venture creation with particular reference to Gen Y and Gen Z, suggested by previous studies. Although Gen Y and Gen Z are digital natives, this study provides insight into a shift in the characteristic of two generations, as also found in comparison to previous generations, such as Baby-Boomer vs Gen X and Gen X vs Gen Y. This study proclaims the need to adjust organisational theories to enable them to explain the shifting phenomena at the micro and macro level for every generation. Exploratory research to better understand the characteristics of a generation in other settings is a crucial proposal proposed by this study.

This study examines intrinsic motivations and antecedents that affect millennial mobile impulsive shopping in markets with the technology acceptance model (TAM) during the COVID-19 pandemic.

The study has been conducted by collecting data from 367 regular mobile shopping millennials, which was analyzed by structural equation modeling.

The findings reported that the perceived ease of use correlates positively with perceived usefulness. Similarly, perceived ease of use, usefulness, perceived utilitarian value and hedonic value significantly impacts shoppers' trust and attitude toward impulsive mobile shopping. Perceived trust was found to exhibit a positive association with mobile shopping. Finally, perceived usefulness, ease of use, utilitarian value, hedonic value, trust and attitude significantly positively impacted millennials' impulsive mobile shopping.

This study's results will help e-retailers establish novel techniques and efforts to enhance market volume and build solid connections with mobile customers by ensuring secure purchase habits. The results would also help companies develop customer satisfaction-focused business strategies.

This study contributes to the body of literature by finding a significant impact of attitude, trust and shopping values on impulsive mobile shopping. These constructs have not been explored as factors impacting mobile impulsive shopping, especially when it comes to a pandemic.

The purpose of this paper is to propose the concept of conviction in online environment. It examines the vital role of conviction and firm’s brand reputation while understanding the impact of social media usage and electronic word-of-mouth (EWOM) on purchase decisions of Generation Y.

Literature review resulted in six constructs – social media usage, EWOM, conviction, firm’s brand reputation and purchase intention and customer loyalty. The authors adopted the concept of conviction from another field of enquiry (organizational learning), conducted a qualitative study and an e-mail survey with post-graduate management students (Generation Y) of a university to examine the impact of social media and EWOM on customer purchase decision. Data were collected and analyzed with the help of structural equation modeling.

Results indicated that impact of social media usage and EWOM on purchase decision is mediated by conviction. Firm’s reputation as brand (perceived by the customer) moderates the relationship between EWOM and purchase intention in a manner that this relationship is significantly stronger if there is more positive brand reputation.

This study validates the concept of conviction in online environment. The purchase decision is defined as purchase intention and loyalty of the customer.

The purpose of this paper is to propose the theory which gives valuable insight into the context of social media, electronic word of mouth (EWOM), trust and purchase-decision involvement.

A review of the existing literature was carried out and construct-wise measurement items were adapted from existing scales. Experts reviewed the items and validated. Convergent validity, discriminant validity and reliability of the scales were tested with the data collected from 252 respondents. Structural equation modeling was used to examine the proposed model.

Social media usage and EWOM have positive impact on purchase-decision involvement and online trust plays a vital mediating role in this context.

The implications of findings of this research are relevant for managers and public policy makers. People can be sensitized against any menace or can be made aware about any good things in the society in true sense so that they become proactive, participate and take decision (or purchase decision).

The purpose of this study is to analyze the effect of the relationship between leadership and engagement on the individual performance of Millennial generation professionals.

A survey was carried out with higher education business school students in Brazil. The sampling procedure involved a convenience selection of Millennial generation professionals who are employed and have recently undergone a performance evaluation process. The professionals answered a questionnaire about their perception of an empowering and directive leader, engagement, human resource practices and performance.

The authors demonstrated the potential of leaders to generate engagement and influence performance, showing the need for companies to become involved in the leadership process by defining appropriate leader profiles and establishing clear practices and criteria for their actions with regard to Millennial generation.

The potential of empowering leadership to generate engagement, and that of directive leadership to influence performance, show the need for companies to become involved in the leadership process by defining appropriate leader profiles and establishing clear criteria for their actions toward Millennial generation.

In Brazil, empowering leaders do not directly influence their subordinates’ performance, unlike what was found in previous studies. Thus, it may be that they also do not perceive, or are not working in, more flexible or participative workplaces, which interferes with the perception of the direct relationship between the leadership’s actions and their personal performance.

El propósito de este estudio es analizar el efecto de la relación entre el liderazgo y compromiso en el desempeño individual de los profesionales de la generación Milenial.

Se realizó una encuesta con estudiantes de educación superior específicamente de escuelas de negocios de Brasil. El procedimiento de involucró una muestra de conveniencia de empleados profesionales de la generación Milenial y recientemente se han sometido a un proceso de evaluación de desempeño. Los profesionales respondieron un cuestionario sobre su percepción sobre un líder empoderado y directivo, el compromiso, prácticas de recursos humanos y desempeño.

Los autores demostraron el potencial de los líderes para generar compromiso e influencia en el desempeño, mostrando la necesidad de que las empresas se involucren en el proceso de liderazgo definiendo perfiles de líderes apropiados y estableciendo prácticas y criterios claros para sus acciones con respecto a la generación Milenial.

el potencial de empoderar al liderazgo para generar compromiso, y el del liderazgo directivo para influir en el desempeño, muestra la necesidad de que las empresas se involucren en el proceso de liderazgo definiendo perfiles de líder apropiados y estableciendo criterios claros para sus acciones hacia la generación Milenial.

en Brasil, el empoderamiento de los líderes no influye directamente en el desempeño de sus subordinados, a diferencia de lo que se encontró en estudios anteriores. Así, puede ser que tampoco perciban o no estén trabajando en lugares de trabajo más flexibles o participativos, lo que interfiere en la percepción de la relación directa entre las acciones del liderazgo y su desempeño personal.

O objetivo deste estudo é analisar o efeito da relação entre liderança e comprometimento no desempenho individual dos profissionais da geração Milênio.

Foi realizada uma pesquisa com alunos do ensino superior especificamente em escolas de negócios no Brasil. O procedimento envolveu uma amostra de conveniência de funcionários profissionais da geração Milênio que passaram recentemente por um processo de avaliação de desempenho. Os profissionais responderam a um questionário sobre a percepção de um líder empoderador e diretivo, engajamento, práticas de recursos humanos e desempenho.

Os autores demonstraram o potencial dos líderes para gerar engajamento e influência no desempenho, mostrando a necessidade das empresas se envolverem no processo de liderança, definindo perfis de liderança adequados e estabelecendo práticas e critérios claros para suas ações em relação a geração Milênio.

o potencial da liderança empoderadora para gerar engajamento e a liderança diretiva para influenciar o desempenho mostra a necessidade das empresas se envolverem no processo de liderança, definindo perfis de líderança adequados e estabelecendo critérios claros para suas ações para a geração Milênio.

no Brasil, uma liderança empoderadora não influencia diretamente no desempenho de seus liderados, ao contrário do que foi encontrado em estudos anteriores. Assim, pode ser que os respondentes percebam ou não estejam trabalhando em ambientes de trabalho mais flexíveis ou participativos, o que interfere na percepção da relação direta entre as ações de liderança e seu desempenho.

Prospective students are exposed to abundant choices, and they are eagerly searching for information to select the best universities for themselves. Likewise, prospectuses are regularly produced by universities to meet this information needs; the purpose of this paper is to examine the key marketing messages used in their prospectuses.

The 2017 undergraduate prospectuses of 121 universities in the UK (out of the 134 members of University UK) were thematically analysed using NVivo10.

Messages were predominantly about the location, the course, student experience, credibility and career progression. They are framed in an appealing way, filled with facts and figures, images of beautiful buildings and smiling students, testimonials of facilities and experiences that form a sense of compatibility and belonging.

This study provides insights for the higher educational institutions to enhance their future marketing communications strategies in terms of effectively differentiating one university from another by highlighting the predominantly used appeals among 121 prospectuses and the need for adopting a more consistent approach between the clearing period and non-clearing period in terms of designing the prospectuses. This study has considered only the print platform, and therefore future studies should also look at social media and university websites in the context of the integrated marketing communications.

Accurate and coherent narratives should be provided, taking into consideration the diverse nature of target audience. Universities need to realise that they can be held responsible for the promises presented in their prospectuses. Using the city appeal by many universities may be challenging, as there is need to attract students not just to the city itself, but to the university’s campus.

Having a significantly larger sample than any other previous studies in this field, the empirical evidence provided in this paper is rich and in-depth, thanks to the size and age of the sample as well as the integrated and combined methodological approach. Five keys themes with sub-themes, descriptions and examples were provided, suitable for future research in higher education marketing.

This study aims to analyze the variables that affect residential real estate demand by millennials based on hedonic demand functions.

The method of analysis in this study is robust regression ordinary least square using cross-sectional data from Indonesian Family Survey Wave 5 (IFLS-5) with a sample of 1.672 households of male married millennials.

The aspect of millennial generation characteristics is significant on the variables of income, number of dependents, education level and presence of millennial generation in urban and rural areas. While the variable of age of the millennial generation does not significantly influence expenditure for residential real estate. All aspects of the millennial generation’s spending behavior consisting of spending on food consumption, education, health, telephone and internet, transportation, recreation and the variable of the presence of urban and rural millennial generations significantly affect the spending of the millennial generation for residential real estate with the assumption of ceteris paribus.

The implication of this study brings together the characteristics of the millennial generation with the aspect of behavior to expenditure for residential real estate assets relevant to the needs of the housing microfinance market.

In this study, it was found that the character and behavior of the millennial generation towards spending on residential real estate can be factors in determining policies by both the government and financial institutions that will serve the millennial generation through housing microfinance.

This implication study, it was found that the needs and behavior of the millennial generation towards the demand for housing microfinance principles according to their character and behavior.

The difference between the results of this study and previous studies is possible because previous studies did not differentiate the unit of analysis for the millennial generation.