CoolSearch: Keeping Your Organization In Touch and On the Edge... 1st Edition

ISBN-13: 978-1841124308
ISBN-10: 1841124303
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Editorial Reviews


?? a stimulatingly original book that goes far beyond previous analyses of youth phenomena such as Generation X and Generation Y.? (Director, May 2004)

?? one of its strengths is its practicality.? (Independent on Sunday, 16 May 2004)

??fascinating book..? (Professional Manager, September 04)

From the Inside Flap

There has never been a time when changes in taste, social outlook and lifestyle have been faster or more fundamental - and Millenials, those born after 1980, are at the heart of the transformation. So how can companies use their insight into brands, technology and 24/7 living to keep up with the revolution that is happening in ther workplace and in the marketplace? Lammiman and Syrett give a fascinating insight into how street-wise market research, better use of technology, shorter decision making hierarchies, corporate venturing and bottom-up leadership will help to challenge and engage a new generation of workers and consumers who - unlike their predecessors - can walk away if they want to.

CoolSearch highlights five characteristics that define Millenials:

Intimacy - the ability to establish and sustain close relatonships over the internet

Loyalty - to their own closely guarded personal networks and, less consistently or reliably, to brands and employers

Awareness - of social issues inside and outside work, of the need for transparency and honesty and any hypocrisy in brand management or human resource strategies

Balance - in the interface between work and personal living their enthusiasm to embrace 24/7 lifestyles

Risk - in their openness to frequent change and their willingness to be open, flexible and mobile

Understanding how these characteristics impact on personnel and marketing orthodoxies is essential if companies are to bridge the generational divide. CoolSearch will hep identify the opportunities, threats and changes that are involved.

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