The millennials constitute an important group of consumers. Therefore, to know how they behave has become an important issue. This paper aims to explain who the millennials are, to explain who belongs to this generational group and why they have become an attractive group for different social and economic sectors, by showing the most outstanding attitudes, tastes and buying behaviors. This is a qualitative and transactional research based on the review of various scientific articles retrieved from specialized journals which have helped to establish a characterization of the most prominent elements that describe the millennials, based on some points of coincidence described by different authors. The findings suggest that millennials are a highly attractive market as they have grown up in an environment where technology provides a platform for personalization and immediate gratification in all aspects of life. Consequently, the buying process for them is a time of enjoyment, where loyalty to the brands they purchase is relative. Also, millennials tend to spend their income quickly and more often through the web, and particularly through social networks like Facebook. Also, the results show that the millennials are more attracted by virtual advertising as coupons or discounts. The results contribute to the literature by providing a description of millennial consumers; showing in detailed the importance of this market segment and their buying behaviors.
Purpose -The purpose of this study is to explore the incidence between the actions to be taken by business promoters and the degree or level of success in creating new businesses. Design/methodology/approach -The paper matches data from market research based on a questionnaire sent to Spanish startups (years 2006-2010). The paper uses a methodology that is based on the "forgotten effects model". Findings -Results show the elements that make up the target objectives are financing needs, marketing actions, continued innovation, and efforts in the areas of internationalization and sustainability. Originality/value -Using the forgotten effects model approach, this research tries to analyze the role that entrepreneurship actions play in the success of a project's objectives, taking into account not only the direct effects but also the indirect objectives.
Corporate and organizational performance assessment is an important activity for both the managers and other stakeholders, as it provides them with an asset to evaluate their own strengths and weaknesses in relation to the competition, as well as guidelines for selecting appropriate measures to address the existing problems. The issue of criteria selection has been overcome through the literature review and the issue of criteria weights is handled by applying group decision making procedure. The procedure itself consists of using predefined linguistic expressions that are modelled by triangular fuzzy numbers and the aggregation of decision makers' opinion based on the rules of rough sets algebra. The values of the decision matrix are determined by prognosis method and they are described by crisp values. The proposed algorithm is tested on the insurance companies that operate in the Republic of Serbia.
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