New Generation Z in Asia

Elodie Gentina is an Associate Professor of Marketing at IESEG School of Management in France. Elodie is the author of two books on Generation Z and has published many academic articles on this topic in Journal of Business Research, Journal of Business Ethics, Information and Management, and Computers and Education… Emma Parry is a Professor of Human Resource Management (HRM) and Head of the Changing World of Work Group at Cranfield School of Management. She is the author or editor of several books and the author of numerous academic papers in the area of HRM.

Select Guide Rating

• PART 1: GENERATION Z IN ASIA: A RESEARCH AGENDAChapter 1. Generation Z in Asia: A Research Agenda Elodie GentinaPART 2: WHAT THE EXPERTS TELL US ABOUT EAST ASIAChapter 2. Generation Z in China: Implications for Global Brands Zhiyong Yang, Ying Wang, and Jiyoung HwangChapter 3. Generation Z in Hong Kong: Simple while Multi-Tasking Melannie ZhanChapter 4. Generation Z in Japan: Raised in Anxiety Mototaka SakashitaChapter 5. Generation Z in Taiwan: Low Salaries, Little Happiness and a Social-Media World in the Mix Ryan BradingPART 3: WHAT THE EXPERTS TELL US ABOUT SOUTH ASIAChapter 6. Generation Z in India: Digital natives and makers of change Shaheema Hameed and Meera MathurChapter 7. Generation Z in Pakistan: Trends and Managerial Implications Ahmad JamalPART 4: WHAT THE EXPERTS TELL US ABOUT SOUTHEAST ASIAChapter 8. Generation Z in Indonesia: The Self-Driven Digital Zahrotur Rusyda Hinduan, Adilla Anggreani and Muhamad Irfan AgiaChapter 9. Generation Z in Vietnam: The Quest for Authenticity Linh Hoang Nguyen and Hoa Phuong NguyenChapter 10. Generation Z in Malaysia: The five "E" generation (Electronically-engaged, Educated, Entrepreneurial, Empowered, and Environmentally-conscious) Fandy Tjiptono, Ghazala Khan, Ewe Soo Yeong and Vimala KunchambooPART 5: WHAT THE EXPERTS TELL US ABOUT WESTERN ASIAChapter 11 Generation Z in Turkey: A Generation with High Hopes and Big Fears Berna Tarı-Kasnakoğlu, Meltem Türe and Yunus KalenderChapter 12 Generation Z in the United Arab Emirates: A Smart-Tech Driven iGeneration Nisreen Ameen and Amitabh AnandPART 6: GENERATION Z IN ASIA: PATTERNS AND PREDICTIONSChapter 13 Generation Z in Asia: Patterns and Predictions Emma Parry