von Chris Scholz am April 25, 2015

The Book
The Conference

The Book Project (2019)

Goal of the Book

Following up our workshop from Bangkok, there will be a book on the Generation Z in Asia. Generation Z plays an increasingly significant role in shaping Asia’s future both as one of the world’s largest consumer markets and at work. Companies and governments need answers and it is for academia to provide them: How do the specific Asian cultures translate into creative and innovative society in order to conduct business to adjust their recruitment and retention strategies to attract and retain the best young talent in Asia? What is their specific consumer behaviour? What is their relationship to work and to management? What are their expectations from a company? How should managers respond to these expectations? The book examines a set of topics that describe societal and managerial feelings, goals, concerns and behaviours of a vast continent that stretches from East Asia and South Asia all the way to Southeast Asia and Western Asia.

The Authors


The Editors

Christian Scholz ( is professor emeritus at Saarland University. engaged for a long time in the complicated process of understanding  the young generation and creating concepts for companies as well as the society to deal with them: His book “Spieler ohne Stammplatzgarantie” (Wiley 2003) described Generation Y, his book “Generation Z” (Wiley 2014) Generation Z  in various roles.


Elodie Gentina ( is an Associate Professor of Marketing at the IESEG School of Management in France. Her principal research interests lie in the Generation Z (digital natives) and consumer behaviour.  Elodie Gentina is the author of two books on Generation Z: “Marketing et Generation Z” (Dunod 2016) and „Des Z consommateurs aux Z collaborateurs“  (Dunod 2018).


The Conference (2017)

The question

The members of the Generation Z (born after 1990) are a global group of young people. We know a lot about Generation Z in countries such as the U.S.A. and Australia, we know a bit about the Generation Z in countries such als U.K. and Germany. However, we know hardly anything about the Generation Z in Asia.

  • What is specific about them?
  • How do Generation Z differ in various countries of Asia?
  • What are the local questions to be answered?
  • What are the academic challenges?

A group of researchers from some prominent countries will meet, discuss these issues and hopefully form a powerful network.

Date & Location

January 18./19./20., 2017 Bangkok

Participants (Country Representatives)

Bangladesh: Saif-Ur Rahman

China: Xiao Jinhua, Yu Shuwei, Qiao Xuan (from left to right)

India: Shishir Patil

Indonesia: Adilla Anggraeni, Muhammad Irfan Agia & Zahrotur Rusyda Hinduan (from left to right)

Japan: Carola Hommerich

Singapore: Kenneth Lim







Thailand: Tipnuch Phungsoonthorn, Wendy Farrell (from left to right)


Local Organizer / Host

Mr. Sid Suntrayuth – Vice Dean, Assistant Professor of Management

The National Institute of Development Administration (NIDA) was established to realize His Majesty King Bhumibol Adulyadej’s vision of advancing Thailand’s development through the establishment of an advanced educational institution to prepare people to become agents of change for national development. Although NIDA was originally established to support national development in Thailand.

Academic Organizers

Prof. Dr. Christian Scholz, is the responsible for the content of the Workshop. He is the contact person in case of questions regarding scientific issues around the topic Generation Z and the coordinator of the book which is the main objective of the workshop.  From 1986 to 2018 he held the chair of Business Administration, especially Organization, Human Resource Management and Information Management at Saarland University (Germany). He is also founding director of the Europa-Institut at Saarland University (1990). From 2010 to 2012 he has been dean of the faculty of law and business. You can reach him via E-Mail 


Orkide Küman from Saarland University is working together with Prof. Scholz on the fascinating task of organising that workshop. If you have any organisational questions you can reach her via Email: or by phone 0049 681 302 4726. Orkide left the institute 2018.



Some Links to Our Project