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Generic deficiencies are identified in the theory generation of supply chain management (SCM). There is a crucial and challenging necessity to revise and extend the current theory generation of SCM. There is a need to move from atomistic theory generation towards holistic and cross‐disciplinary theory generation beyond the traditional boundaries of SCM. The holistic theory generation of SCM should consider the dynamics between the point‐of‐origin and the point‐of‐final‐consumption in marketing channels. Furthermore, adequate cross‐disciplinary concepts and frameworks beyond the current theory generation of SCM should be considered, which so far mainly come from economics, engineering, operation management, production management, and logistics. The incorporation of generic marketing concepts and frameworks in the theory generation of SCM contribute to enhance the holistic and cross‐disciplinary theory generation of SCM beyond atomistic considerations, thus eliminating some of the deficiencies of the current theory generation of SCM.

Since the 1970s and 1980s, subsequent waves of so-called ‘new immigration’ have arrived in the United States and Europe. In the United States, this immigration started with the arrival of immigrants and asylum-seekers from Mexico, Central America and Asia. In Europe, the trend began with the influx of Turkish and Moroccan immigrants and continues today with the ongoing refugee crisis. Anti-immigrant politicians on both sides of the Atlantic have adopted exclusionary and often xenophobic rhetoric to further their policies, arguing that these new immigrants and their children cannot assimilate into Western society. A literature review reveals why the classical linear theory of second-generation assimilation is no longer relevant and proposes the contemporary segmented assimilation and comparative integration context theories developed by US and European researchers. A presentation of the findings of two state-of-the-art studies – the CILS project for the United States context and the TIES project for the European context – provides empirical evidence that, despite undeniable obstacles, the new second generation can assimilate into Western education systems and labour markets. Nonetheless, gaps in the existing literature also suggest the need for further research to create a more generalisable theory of second-generation assimilation before appropriate policy measures can be implemented.

The purpose of this paper is to identify the wine consumption preferences and behavior of Gen Z wine consumers in the USA and to determine if and how Gen Z differ from other major generational cohorts in the USA. This study applies the concepts of generational cohort theory to the US wine market to examine similarities and differences between age cohorts and their potential impact on future wine sales.

A quantitative survey was conducted with a quota sample of 1,136 US wine consumers located in all 50 states. Data analysis included one-way ANOVA analysis to test the null hypothesis that the generational cohort means are equal. If the test detected at least one mean difference across cohorts, then pairwise comparisons were performed to identify, which groups differed. The Tukey–Kramer method was used for all post hoc tests. Basic descriptive statistics were also calculated.

The results show some parallels in terms of similar consumption levels and a higher preference for red wine across all cohorts. However, on the majority of other common wine consumer research topics, Gen Z shows significant differences. Of specific interest, Gen Z consumers report higher levels of preference for sparkling wine than other cohorts; prefers to drink in social situations; are much more interested in labels and package; make decisions based on varietal and alcohol level and are much more engaged on Instagram and Snapchat social media platforms – all pointed to new marketing tactics needed to reach this new consumer segment.

This is the first empirical wine research study to explore the wine preferences and behaviors of Gen Z in the US market. This is valuable because Gen Z is a very large population of consumers, comprising 32% of the world population (Miller and Wei, 2018) and already represent more than $143bn in buying power (Dill, 2015). They are expected to have a huge impact on consumer products, not only in the USA but also on a global basis. Given that the USA is currently the largest wine market in the world in both volume and value (Wine Institute, 2019; VinExpo, 2018), it is important that research is conducted on this new and powerful generation.

This study aims to explore the factors that encourage Generation Z consumers to turn an ethical purchase intention into purchase behaviour. Theory of planned behaviour model is applied to understand the Generation Z ethical consumerism.

Qualitative method in the form of 18 semi-structured interviews was conducted on participants aged within the Generation Z cohort in the UK.

Research findings show that Generation Z has strong awareness and desire towards ethical and environmental issues. Driven in the main by the cohorts unlimited exposure to social media platforms and online resources where information is shared. Generation Z’s frugality limits them to purchase truly ethically in their current life stage. Financial aspirations from this target market suggest a future desire to purchase high value ethical items. Further trends discovered highlighted sustainable lifestyle choices within the generation. Recycling, diet choices and reduced consumption on clothing were expressed. The paper highlights that Generation Z are aware of ethical issues prevalent in society and are doing what they can at this life stage to make a positive impact.

This research has valuable implications for both academics and marketers. It provides new insights for scholars into understanding Generation Z decision-making in ethical consumption. It successfully applied the Theory of Planned Behaviour to understand generational consumer behaviour. The findings can assist practitioners to determine effective marketing strategies to persuade Generation Z to act ethically. The research can also be considered when dealing with government legislation when tackling social change in younger population as this appeared important factor for the researched consumers. Marketers should also consider digital influencers as part of their communication campaigns targeting Generation Z users.

This search offers a valuable contribution to current academic findings towards Generation Z research as ethical consumers incorporating TPB framework.

Using two theoretical lenses – social identity theory and generation cohort theory – the present study analyzes the influence of sport motivations (i.e., patriotism, drama and excitement of the game, nostalgic associations, interest in star players and social influence) on the intentions to watch the International Cricket Council (ICC) Twenty-20 (T20) World Cup of three different generation cohorts (i.e., Generations X, Y and Z).

Data were collected from N = 499 cricket lovers from Pakistan based on a non-probability sampling technique. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modeling (SEM) and multi-group modeling techniques were used as methods.

SEM results show that cricket fans' intentions to watch the T20 World Cup are positively influenced by patriotism, drama and excitement of the game, and social influence. The results of multi-group modeling reveal significant differences between Generation X-ers, Y-ers and Z-ers regarding the effect of sport motivations on their intentions to watch the ICC T20 World Cup. Specifically, our findings show that for X-ers, interest in star players and nostalgic associations are the main motivations behind watching the T20 World Cup, whereas drama and excitement appeared to be an important predictor for Y-ers, and patriotism and social influence are more likely to increase Z-ers' intentions to watch the T20 World Cup.

This study is the first of its kind to report the motivations of Generations X, Y and Z to watch the T20 World Cup.

This study aims to examine how the perceived importance of work values differs among the three generations (Cultural Revolution, Social Reform and Millennial) in the Chinese workforce.

Grounded in work values and generation theories, hypotheses were tested by empirical data collected from 464 Chinese employees from companies located in the Yangtze River Delta of China. A one-way multivariate analysis of covariance and a series of one-way analysis of covariance and t-tests were conducted to compare the three generations with respect to work values.

The results revealed significant generational differences existing in China with respect to extrinsic–intrinsic work values measured by the work-need typology (Huseman and Hatfield, 1990). After controlling for demographic variables, Millennial employees were found to show the highest preference for both extrinsic and intrinsic work values, followed by the Social Reform generation, whereas the Cultural Revolution generation scored lowest. Additionally, important similarities across the three generations were also found.

These findings highlight the complex nature of generational phenomena and suggest the need to further develop a deep appreciation and understanding of the underlying reasons for those generational differences and similarities.

Drawing from generation and work values theory, the authors developed a theoretical framework that allows us to directly compare the three generations in the Chinese workforce with respect to the magnitude of importance each generation attaches to various work priorities. The present study represents an important initial step in throwing more light on the mechanisms underlying the observed generational differences and similarities in work values.

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.

To discuss and analyse three themes in qualitative research in marketing which are objects of both frustration and confusion: analysis and interpretation; theory generation; and a quest for scientific pluralism and individual researcher lifestyles.

Underpinning the discussion is that complexity, ambiguity, fuzziness, chaos, change, uncertainty and unpredictability are characteristics of a market economy; that qualitative and subjective interpretation is necessary to add the spark of life to marketing data; and that general marketing theory needs more attention from researchers.

The proper use of methodology and the generation of better marketing theory will make it easier for practitioners to reach the right decisions.

Quantitative and qualitative research processes are not by nature antagonistic, although their advocates may be; quantitative methodology carries qualitative “bugs”, necessary for its sustenance.

The article ends with a recommendation that every researcher in marketing should design his or her individual research approach, one that suits the personality of the researcher. As an example, the author presents his own current methodology‐in‐use, interactive research.