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The context in which lived Baby Boomers, X and Y generations -Mamula (2016)
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Employer branding is a relatively new but necessary tool for HR managers, especially today when Y generations steps on the job market. The Y generation is goal-oriented, tech-savvy, engaged and demands a lot of flexibility. The shift in the traditional forms of recruitment and retention fast becoming the lifeline of companies around the world. Thro...
Context in source publication
Context 1
... asking questions is a regular occurrence. Ever-changing and growing creativity of the Internet culture [8] is not a challenge but a Figure 1. Employer branding framework - Backhaus and Tikoo (2004) playground. But to understand the wider context is necessary, we present context by comparing Millennials with Baby Boomers and Generation X [9] in Fig. ...
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... As there is a bigger demand in the market for more skilled employees, these individuals have the power to choose the workplace which is more attractive and offers them more benefits. For example, in Serbia, the most common reasons among Millennials to leave their job are better job opportunities and income (Mamula/Nećak, 2019). Companies need to develop a brand that will attract these individuals and work hard on developing the environment in which they would willingly stay longer. ...
The purpose of this study is to investigate the relationship between internal branding and employees’ intention to stay in organizations in Bosnia and Herzegovina while considering the mediating role of brand identification and brand orientation. A primary cross-sectional data was collected by administering a questionnaire to employees in B&H organizations resulting in the final sample of 336 employees. The results indicate that brand identification mediates the relationship between internal branding and employees’ intention to stay. However, contrary to the assumption, brand orientation does not mediate the relationship between internal branding and employees' intention to stay. Due to scarce literature on this topic in B&H, these findings provide helpful managerial implications and represent a solid basis for further research.
... Buyers, especially from the younger generations (Gen Y and Gen Z) are no longer just passive consumers of what is offered -they often buy from those companies that have proven to be socially responsible (64%), (Diebner et al., 2020). The same elements to which attention is today paid when attracting young talents through creating an employer`s brand (Mamula Nikolić & Nećak, 2019) also influence the formation of customers' attitudes towards shopping, so focusing on the customer experience is a strategy to be adopted in a recession period (Diebner et al., 2020). ...
The influence of VUCA (Volatility, Uncertainty, Complexity, Ambiguity) world and COVID-19 pandemic on micro, small and medium enterprises (MSMEs) sector has been significant. The objective of this paper is to analyze the consumer buying behavior during the COVID-19 crisis and its implications on future intentions, so as to propose the potential options for the development of new strategies according to the customers' needs. Changes in consumer habits in the world and in Serbia are reviewed. The online consumer survey was conducted in Serbia April 23-29, 2020. The survey sample included 510 respondents. Quantitative statistical methods were used for analysis: descriptive and comparative statistics (χ 2 test, regression, correlation). The survey data are comparable, in some segments, with the results of the McKinsey & Company survey conducted in 22 countries across the world. The results of empirical research indicate that consumer buying habits have changed in terms of consumption structure and purchasing methods. MSMEs with the strategic marketing orientation, aware of the customers' needs in turbulent environment, are more capable to be innovative and have more chances to be competitive. Doing business in the time of the pandemic has opened new opportunities for business renovation via e-commerce. The contribution of the paper is a set of recommendations for MSMEs on how to gain competitiveness and visibility in the digital market. It is recommended to improve e-commerce in Serbia, based on the research results. They confirm that consumers are increasingly adopting new technologies and that the processes of innovation and digital transformation are in general getting significantly faster, so they represent an opportunity and condition for the work of Serbian MSMEs in the future new normal.
Introduction: The leaders of the new generation include Generation Y (1980-1995) and Generation Z (1996 – 2010) as the biggest working force today.
Methods: two qualitative and two ethnographic research were conducted (2015 and 2021) with a group of 30 leaders of Generation Y and 30 leaders of Generation Z. The leaders were representatives of companies of different sizes and industries, responsible for teams, projects and processes. Both research were conducted using the in-depth interview technique. The behaviors of the four selected leaders of each generation were modeled by observing their behavior during the execution of tasks in the workplace, in meetings and working with teams. The first research was conducted offline and the second research was conducted online.
Results: They believe in lifelong learning and improvement, they get the necessary results easier and faster online. New generation leaders set clear priorities, see the bigger picture, manage changes, they are open to new options, make decisions on regular basis, ask challenging questions, actively listen, take actions.
Conclusion: The leaders of the new generation embrace the VUCA world (volatility, uncertainty, complexity, ambiguity) not as a sprint but a marathon. In that marathon, they need to be open to change, resilient, to show readiness to learn, to adapt and take care of themselves.
The paper deals with the value-based segmentation conducted on Millennials generation in Serbia. It presents the research findings of the five segments of the Serbian Millennials according to their values and life style. The subject of defining the set of segments was processed by conducting a cluster and factor analysis on the representative national sample of Millennials in Serbia. Once the cluster analysis discovered the segments, the next step was to understand the essence of the clusters or segments. The sample is consisted of 1000 respondents, reflecting the population structure of the Serbian generation Y according to gender, age, region and type of settlement (urban / rural). The analysis showed some quite interesting and in some parts contradictory results. The results of this survey are relevant for sociologists, strategists, communications professionals and managers who are interested in this generation of voters, consumers, employees, leaders and entrepreneurs.
Globalizacija i tehnologija podstiču dinamiku u VUCA1
svetu kroz povećane inovacije,
međusobnu povezanost i digitalnu aktivnost u organizacijama, što zauzvrat stvara nove i agilne
konkurente. Uz nove potrebe i očekivanja kupaca i potrošača, inovativne i savremene firme rade na
organizacionim promenama. Ulaskom u treću dekadu 21. veka pripadnici nove generacije (Generacije
Y i Generacije Z) učestvuju u svetu stvaranja dodatnih vrednosti, novih oblika kupovine i potrošnje,
donošenja odluka, liderstva kao i stvaranju njihove zaostavštine za nove generacije.
Cilj knjige je da približi čitaocima nove trendove u ponašanju nove generacije lidera i
potrošača, kao i uticaj talasa promena koje uvode nova pravila ponašanja u poslovanju. Knjiga je
posvećena kako studentima i naučnoj zajednici tako i zaposlenima i poslovnoj zajednici, predstavlja
primenu alata i tehnika u procesu upravljanja promenama, te na kraju svakog poglavlja ima poslovne
slučajeve, zadatke za studente i poslodavce. Danas je nemoguće ostvariti uspeh i trajanje jednog bez
drugog (nauka i praksa stvaraju nova rešenja “ruku pod ruku” ili tačnije umreženim neuronima
različitih iskustava dobijaju se nove opcije).
The aim of the book is to bring readers closer to new trends in the behavior of the new generation of leaders and consumers, as well as to the impact of the wave of changes that introduce new rules of conduct in business. The book is dedicated to students and the scientific community as well as employees and the business community. Today, it is impossible to achieve success and duration without each other (science and practice create new solutions "hand in hand" or more precisely, by networking neurons of different experiences the new options are created). Therefore, it is necessary to consider the aspects of their roles as consumers, employees, parents, leaders and members of the social community in modern trends that influence the behavior of the new generation such as the VUCA world and the COVID-19 pandemics.
The pandemic caused by COVID-19 virus forced organizations around the world to rapidly adopt innovations in work environment, in response to crisis and accompanying challenges. In order to ensure the health safety of employees, organizations switched to new way of working-working from home. This paper will present research conducted on impact of pandemic on working environment in the world and in our country. At the end of April 2020, an empirical, quantitative research was conducted in Serbia, using a test method, in order to find out how much work from home is present in Serbia since the beginning of pandemic, then how much such work is represented in relation to private and public sector, as well as whether such virtual way of working has impact on consumer habits, increase of online ordering, degree of concern among respondents about certain possible economic consequences of pandemic. The sample is representative for online population in Serbia and it is made of 510 respondents. Working from home, as a new way of working for some employees after declaration of a pandemic, affects creation of new habits of employees also as consumers.
