“Digital Lifestyle” – Future Employees and Customers

Abstract

Digitisation will penetrate the society and businesses extensively and will deeply change processes and organisations. More and more customers and all of today’s career starters in the companies belong to the so-called digital natives generation. In addition, so-called digital immigrants work in the companies; many of them only learned how to use the new technologies in the adult age long after they have completed their training or studies. The chapter explains the expectations of natives as car customers and how they act as employees in the companies and which new forms of work develop from them, such as Sharing, Crowdsourcing and also Wikinomic. Companies should take action to leverage these models and thus make digitisation efforts successful, including both digital natives and digital immigrants.