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Generational Theory: An Overview of the Research Conducted

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International Scientific Siberian Transport Forum TransSiberia - 2021 (TransSiberia 2021)


The article analyzes the content of 66 foreign articles written by authors from 25 countries of the world. The analyzed articles were written in the period from 2004 to 2021 and are aimed at studying the generational theory proposed for use by N. Howe and W. Strauss in 1991. A small number of articles (7%) study directly the generational theory, refining and supplementing it. So, for example, the time boundaries of each (or any specific) generation can be specified or characteristics inherent in its representatives can be supplemented. However, most of the foreign authors of articles use this theory as a tool for solving practical problems in various fields. As the analysis has shown, the greatest interest in the generational theory is shown by researchers in the field of e-commerce, pedagogy, medicine, tourism and marketing. In total, 16 subject areas were covered in the works under consideration. Most often, the generational theory in research allows us to fully understand consumer preferences, find out which products will be perceived in the market with a greater degree of loyalty, what tools should be used to expand the boundaries of the target audience, etc. The purpose of the article is to analyze the content of sources in order to identify the key characteristics of the generations currently operating in the labor market, as well as entering the working age phase.

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Zayko, T., Vinichenko, V. (2022). Generational Theory: An Overview of the Research Conducted. In: Manakov, A., Edigarian, A. (eds) International Scientific Siberian Transport Forum TransSiberia - 2021. TransSiberia 2021. Lecture Notes in Networks and Systems, vol 403. Springer, Cham.

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