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The study analyzes the work values interpreted as significant for students from generations Y and Z of stricto sensu in accounting. The study included 337 stricto sensu graduate students in the Accounting area, 246 from Generation Y and 91 from Z. The work values considered most important were those on job stability and financial independence that made up the Security factor; the least important values were those related to status, sovereignty and prestige that made up the Power factor. The Mann-Whitney test indicated that generations only differ in the importance attributed to the "Accomplishment" factor values. The findings help managers to understand the characteristics of the new generations and makes it possible to academics to rethink educational practices. [ABSTRACT FROM AUTHOR]

The generation Y is represented by adolescents and young adults that were born between 1980 and 2000. It is the wallet power generation, with estimated annual spending capacity of 200 billion dollars. In this scenario, the principal aim of this research is to identify the relationship between dimensions of the clothing retail image and the loyalty of the generation Y customers. The proposed framework was based on the literature review of store image and loyalty. The survey was applied to 394 generation Y's consumers. The results indicated that the store image has an impact on the loyalty dimension. Among the dimensions of the image store, the following ones stood out: services, merchandise mix and store atmosphere. [ABSTRACT FROM AUTHOR]

The way which Generation Y perceives and values employment is different from the prior generations, requiring companies to adapt in order to recruit and retain this generation's professionals. The main objective of this study is to analyze the attributes that attract Generation Y employees in employment choice, a set of data was collected by questionnaire presented to students in final phases of undergraduate courses in Universidade Regional de Blumenau (FURB). The analyzed attributes were: work routine, personal interactions, professional development, economic benefits and social responsibility. The results reveal that this generation values all the approached aspects, but in different ways. This study has implications to practices regarding the improvement of ways to captivate and retain talent in this generation. [ABSTRACT FROM AUTHOR]