Generational differences have always influenced how business is done, but in the case of digital natives, those immersed in digital technology from birth, professionals are witnessing a tectonic shift. As an always-connected, socially networked generation increasingly dominates business and society, organizations can ignore the implications only at the risk of irrelevance. In this fascinating study, a stellar assemblage of experts from business and academia provides vital insights into the characteristics of this transformative generation. Offering an in-depth look at how digital natives work, shop, play, and learn, this resource offers practical advice geared to help managers, marketers, coworkers, and educators maximize their interactions and create environments where everyone wins.
Cover Copyright Contents Acknowledgments Introduction PART ONE: THE DIGITAL NATIVE GOES TO WORK Chapter 1: When Facebook Comes to Work: Understanding the Work Practice of the Digital Native Chapter 2: Thinking Outside the Cubicle: Examining the Changing Shape of Today's Workspace Chapter 3: The Dis-Organization of Invention Chapter 4: Native in Blue: Understanding the Challenges and Opportunities in Managing Today's Police Officers Chapter 5: I'm With the Brand: How Generation Y Will Transform Hiring Through Personal Branding PART TWO: MARKETING AND SELLING TO THE DIGITAL NATIVE Chapter 6: With, Not To: The Value of Social CRM Chapter 7: Inspired Interaction: Youth Marketing on Mobile Chapter 8: Adapting Old-Fashioned Marketing Values to the Needs of the Digital Native Chapter 9: The Social Media Imperative: Learning to Engage Digital Natives Where They Live Chapter 10: Social Capitalism and the Reputation Economy PART THREE: ENTERTAINING THE DIGITAL NATIVE Chapter 11: The Digital Natives Are the Entertainment! Chapter 12: Ethics, Technology, and the Net Generation: Rethinking IP Law Chapter 13: The Old News and the Good News: Engaging Emerging Readers Through Social Interaction Chapter 14: T'écoutes quoi ti? Digital Natives as Music Consumers in Lille, France PART FOUR: EDUCATING THE DIGITAL NATIVE Chapter 15: Making the Grade: Standards and Promoting Achievement Through Technology Chapter 16: Quest to Learn: A Public School for Today's Digital Kids Chapter 17: Teaching Digital Literacy Digitally: A Collaborative Approach Chapter 18: French Lessons: How France Is Educating Its Digital Natives Chapter 19: Native Knowledge: Knowing What They Know- and Learning How to Teach Them the Rest About the Editors Index.
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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.