Browsing by Subject "Gen Y"
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ItemThe middle managers' essential leadership styles: a case of Global Technology Company in MyanmarThis article is a needs assessment research, comprising two objectives, 1) examining the leadership styles and 2) proposing the Organization development programs to enhance the middle managers' leadership styles for the future development program. Five leadership variables are studied: transformational leadership, transactional leadership, authentic leadership, servant leadership, and adaptive leadership. The research instrument was a needs-assessment questionnaire to examine the differences and rank the priority needs using PNIModified. The target samples comprise generation Y and Z employees of Global Technology Company in Myanmar. The sampling method is purposive sampling, comprising of 60 respondents. The PNIModified results indicated that adaptive leadership was ranked the first-order need, servant leadership was ranked the second-order need, transformational leadership was ranked the third-order need, authentic leadership was ranked the fourth, and transactional leadership was ranked the fifth-order need. Four sets of recommendations for the Organization development program proposed for the managers and employees. Moreover, it is important at the management level to concentrate on performance and objectives rather than human desires to achieve operational effectiveness. Giving positive guidance and direction to employees would help them become more goal-oriented. Another main requirement in the global technology middle management is to monitor the success of subordinates and take prompt corrective steps.
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ItemOnline marketing communication potential priorities for Chinese Gen X and Gen Y Purchasing Thailand Condominium(Assumption University Press, 2020) Chen, YuanYuan ; Sutthisak Inthawadee ; Lu, Leehsing ; Sumontha Tonvongval ; Jordan, Fiona ; Swanson, JasonThe purpose of this study is to identify the aspects of online marketing communication potential priorities for Gen X and Gen Y Chinese purchasing Condominiums in Thailand. During covid-19, most of the companies try to find a way of online marketing communication potential priorities to attract potential clients. Online marketing communications are moving towards connections between individual users and customers, rather than being delivered to millions of consumers through a marketing agency. Anyone now can just become as effective in communicating information of an entity, both from the positive and negative aspects, rather than a larger company advertising by itself. Furthermore, online marketing contact is important to develop the brand and create marketing plan in future for a company. The sample (n = 450) was gathered by using convenient sampling techniques via distributing online questionnaires. The data were analyzed by using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) to confirm the goodness of fit of the model and hypotheses testing. The study analyzed that there isno significance of online relationship communication, online interactive communication, methods for prioritization of OMC for future potential of OMC. However online advertising, online public relations, mobile communication, prioritization of OMC have significant direct or indirect effect on future potential of OMC. The findings illustrated that online advertising that includes online display advertisement, banners or video advertising, Search engine advertising, and online application and optimizing the online public relationship can drive customers to purchase condominiums in Thailand. The results of this research do not completely represent all customers who have intentions to purchase condominiums in Thailand, and the research factors do not cover all possible variables. The study have shown the importance of online marketing communication priorities for real estate companies and help businesses to develop online marketing communication approaches in their decision making process. The study represents original findings to investigate and examine the influences on online marketing communication potential priorities for Chinese Gen X and Gen Y customers purchasing condominiums in Thailand, and thus adding in to a green field of lacking in theory as well as concrete instructions.