The Next Great Generation? A Multi-factor Comparison: Insights for Business                         and Marketing Education©

Catherine Giunta
(Seton Hill University, USA)

Abstract: This paper will compare several business-related factors of the generation that has been termed “The Greatest Generation” to the Millennial generation. Much has been written about the Greatest Generation of America and about the Millennial generation. Both have or will make major impacts upon the United States. High expectations are part of this group’s acculturation. Much has been expected of them. This manuscript analyzes several variables that influenced, and defines these generations. Those variables, which are education, economy, technology and workplace issues, lead to a heightened understanding of the Millennial generation as current and future manager. This reflects how they will change the landscape of business. Therefore, management and marketing pedagogy are affected by these generational factors. The insights provided in this manuscript are instrumental for those who provide management and marketing higher education, and for those who provide corporate training.

Key words: business; marketing; generations; demographics

JEL codes: M10, M3, M30, M3, P12