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From postwar-era employees now approaching
retirement to N-Gen workers just beginning their careers,
each age group in the workplace has its own motivators and
turnoffs -- generational values that were shaped by "defining
moments" such as the McCarthy hearings, the Kennedy
assassination, and the September 11 terrorist attack. Drawing
from pioneering research on generational cohorts by Geoffrey
Meredith and Charles Schewe, this unique book explains how
to motivate and inspire employees of each generation --
and develop management strategies that work across generations.
You'll discover why:
- Postwar employees may fail to recognize
the need for change -- and react negatively to the brash,
informal style of younger workers.
- Leading-Edge Baby Boomers want to put
their own personal stamp on every project they touch --
and may attempt to implement radical changes without building
consensus.
- Trailing-Edge Baby Boomers want access
to information and a forum to express opinions -- but
tend to micro-manage and may need special coaching when
it comes to sexual harassment policies.
- Gen-Xers may appear to be insubordinate
or have a poor attitude -- but actually respond well to
certain management techniques.
- N-Gens come into the workplace with unrealistically
high expectations -- but have a special affinity for teamwork.
Using anecdotes and examples as well as
detailed demographic information, the authors deliver incisive
portraits of these five generational cohorts -- and explain
which management techniques and performance-boosting incentives
work best with each. They describe "flashpoints"
of conflict between cohorts and how you can overcome them.
And they show how to apply generational insights to today's
top management challenges: motivation, leadership, creativity,
and innovation. If you want to boost the productivity and
creativity of all your employees -- whatever their age --
then this book is required reading.
Geoffrey E. Meredith is the founder of
Lifestage Matrix Marketing, whose clients have included
Coca-Cola, Kellogg's, Kodak, Levi's, Nestle, Viacom, and
many other Fortune 500 companies. A former SVP at Ogilvy
& Mather Advertising, he has written numerous articles
on marketing. He holds a BA from Princeton and an MBA from
Stanford and is the author, with Schewe and Karlovich, of
Defining Markets, Defining Moments.
Charles D. Schewe, PhD, is Professor
of Marketing at the Isenberg School of Management, University
of Massachusetts at Amherst, and principal of Lifestage
Matrix Marketing, where his clients have included IBM, Spalding
Sports Worldwide, Nabisco, and Lucky Stores. He has written
ten books, including The Portable MBA in Marketing
(with Alexander Hiam). He has a BA and an MBA from the University
of Michigan and a PhD from the Kellogg School of Management
at Northwestern.
Alexander Hiam is an Executive Consultant
with Lifestage Matrix Marketing, and the principal and founder
of Alexander Hiam & Associates, a corporate training
company. He has taught at the Isenberg School of Management
at the University of Massachusetts at Amherst and is the
author of numerous books, including The Vest-Pocket
CEO, Closing the Quality Gap, and Motivating
and Rewarding Employees. He received his BA from Harvard
and his MBA from the Haas School of Business at UC Berkeley.
Janice Karlovich is a veteran journalist
and marketing communications writer.
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