Description
Generational differences have always influenced how business is done, but in the case of digital natives, those immersed in digital technology from birth, professionals are witnessing a tectonic shift. As an always-connected, socially networked generation increasingly dominates business and society, organizations can ignore the implications only at the risk of irrelevance. In this fascinating study, a stellar assemblage of experts from business and academia provides vital insights into the characteristics of this transformative generation. Offering an in-depth look at how digital natives work, shop, play, and learn, this resource offers practical advice geared to help managers, marketers, coworkers, and educators maximize their interactions and create environments where everyone wins.
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Digital natives, as defined by the editors, are people born after 1984 who have grown up using digital technology. This collection of 19 essays by contributors from the worlds of business and academia, aims to show members of the previous generations how to understand, market to, and work with digital natives. Essays are grouped thematically into categories of working with digital natives, marketing and selling to digital natives, entertaining the digital native, and educating the digital native. Specific topics broached include Facebook in the workplace, adapting old-fashioned marketing values to the needs of digital natives, learning to engage the digital native, and teaching digital literacy digitally. Manafy is director of content at FreePint Ltd. and Gautschi previously taught in the French university system. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)
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