Leaders' Perspective of Millennial Employees in the Central & Eastern European Advertising Industry

Marko Majer

Journal of East European Management Studies, 2020, vol. 25, issue 1, 142-164

Abstract: This study focuses on leaders’ perception of their Millennial employees in advertising agencies within Central and Eastern Europe. Millennials are popularly associated with laziness, entitlement and narcissism, which can seemingly manifest in undesired attitudes to work. A qualitative research, based on semi-structured interviews with leaders in advertising agencies provided rich data to confront the perceived stereotypes from their perspective. Young individuals in advertising are predominantly well-informed and ambitious, benefiting from their technological savvy as digital natives. In this self-selected group their work informs the lifestyle, and success seems to be manifested through social media rather than the display of material goods. The study challenges simplified stereotypes and contributes to under-researched segments of Millennials in the advertising industry and CEE.

Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.nomos-elibrary.de/10.5771/0949-6181-2020-1-142 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:nms:joeems:10.5771/0949-6181-2020-1-142

Ordering information: This journal article can be ordered from
Nomos Verlagsgesellschaft mbH & Co. KG, Waldseestraße 3-5, 76530 Baden-Baden, Germany
https://www.nomos-sh ... w.aspx?product=29288

DOI: 10.5771/0949-6181-2020-1-142

Access Statistics for this article

Journal of East European Management Studies is currently edited by Thomas Steger, editor-in chief

More articles in Journal of East European Management Studies from Nomos Verlagsgesellschaft mbH & Co. KG
Bibliographic data for series maintained by Nomos Verlagsgesellschaft mbH & Co. KG ().