by Chris Scholz on April 25, 2015

The Book (2019)
The Conference (2017)

The Book (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 talents 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

Zhiyong Yang (China)
Dr. Zhiyong Yang is Professor of Marketing and Department Head of the Department of Marketing, Entrepreneurship, Sustainable Tourism and Hospitality at the University of North Carolina Greensboro. His research focuses on consumer decision-making. Dr. Yang serves on the guest editorship and the editorial review boards of several reputed journals.

Ying Wang (China)
Dr. Ying Wang is Assistant Professor of Economics at the School of International Economics and Trade at Jiangxi University of Finance and Economics, Nanchang, China.

Her research focuses on culture and trade. Her work has appeared in prestigious academic journals.

Jiyoung Hwang (China)
Dr. Jiyoung Hwang is Assistant Professor of Marketing and Margaret Van Hoy Hill Dean’s Notable Scholar at Bryan School of Business & Economics, University of North Carolina at Greensboro, USA. Her research interests include cross-cultural consumer behaviors, global branding, and global retailing.

Melannie Yq Zhan (Hongkong)
Dr. Zhan’s research areas mainly lie in the field of advertising, health communication, and strategic public relations. In particular, she examines the message framing effects, health communication campaigns, and motivational effectiveness relating to self-regulation. Before she joined academia, she worked in the advertising profession in Hong Kong for more than six years.

Adilla Anggraeni   (Indonesia)
Dr. Adilla Anggraeni is currently a faculty member of Binus Business School, Bina Nusantara University, Indonesia. Her research interests include Consumer Behaviour, Retail Management, and Social Marketing. She has published in several international journals such as International Journal of Asian Business and Information Management and International Journal of Online Marketing.

Rosie Hinduan (Indonesia)

Muhamad Irfan Agia (Indonesia)







Shaheema Hameed (India)
Dr. Hameed is Assistant Professor (Management), Banasthali Vidyapith, India. Her doctoral research focused on the managerial competencies of Gen Z. Her specialties are Human Resource Management and Business Communication. She has presented her work at various national and international forums. She is currently involved in studying the leadership competencies of the Z Gen in a VUCA world.

Meera Mathur (India)
Dr. Mathur s Professor (Management) at MLS University, Udaipur, India. She has teaching and research experience of over 20 years. Her research papers have been presented at various conferences. They are published in reputed national and international journals.Her research interests are Human Resource  Management, Consumer behavior and Environmental Sustainability.

Mototaka Sakashita (Japan)
Dr. Mototaka Sakashita is a Professor of Marketing at Graduate School of Business Administration at Keio University in Japan since 2019. He is a research fellow of Retail Analytics Council since 2015, and a research affiliate of Spiegel Digital & Database Research Center since 2018, both at Northwestern University. His research focuses on consumer behavior and retail management.

Fandy Tjiptono (Malaysia)
Fandy is Senior Lecturer at the School of Marketing and International Business, Victoria University of Wellington (VUW). Prior to that, he was at Monash University Malaysia. He has more than 20 years of teaching experience in Malaysia, Indonesia, and Australia. His main research interest is consumer behaviour and marketing practices.

Ghazala Khan (Malaysia)
Dr. Ghazala has over 23 years in tertiary education in Malaysia. Her research interests lie primarily in consumer behaviour, particularly in the areas of consumer socialization and Islamic marketing.

She has presented her work at numerous conferences and published in international refereed journals.

Ewe Soo Yeong (Malaysia)

Dr. Soo Yeong is a lecturer at Monash University Malaysia. Her specialties lie in consumer psychology and experimental research methods.

Her current research interest is in consumer decision making, specifically irrational behavior in decision making.

Vimala Kunchamboo (Malaysia)
Vimala Kunchamboo, PhD, is a lecturer at Monash University Malaysia in the Marketing Department. Her research interest focus on consumer behavior and marketing, specifically on areas related to sustainable consumption and self-identity. She has research manuscripts published in some of the top marketing journals and conferences.

Mintzheong Song (South Korea)
Mintzheong Song, Ph.D., is Professor at the Department of  Media & Image, Hansei University, Gunpo-city, Gyeonggi-do, South-Korea, before that she has been Professor (Research & Business) at the Deparment of Human ICT Convergence, Sunggyungwan University, South-Korea- She has published in various national and internation journals.

Ryan Brading (Taiwan)

Ryan Brading, Dr., is an Assistant Professor at the College of Management, National Sun Yat-sen University, Kaohsiung, Taiwan.
His research interests are on Youth in Politics, Geopolitics, and Consumerism as an Ideological Construct.

Berna Tarı Kasnakoğlu (Turkey)
Berna Tarı Kasnakoğlu is Assoc. Prof. of Marketing and a Consumer Behavior researcher at the TOBB University of Economics and Technology, Ankara, Turkey. She obtained her PhD degree in Marketing from Bilkent University, where she focused on the (medical) consumption of aesthetic surgery and qualitative research methodologies.

Meltem Türe (Turkey)
Meltem Türe is Assistant Prof. of Marketing at the Skema Business School, Sophia Antipolis, France. She received her PhD in Marketing from Bilkent University in Turkey. Her research interests involve object disposal and sustainability, materialism, ethics and moral consumption, and value.                                                                       .


Yunus Kalender (Turkey)

Yunus Kalenderis is an undergraduate student

at TOBB University

of Economics and Technology,



Nguyen Hoang (Vietnam)
Nguyen Hoang Linh is a a researcher and a PhD candidate. His principal research interests lie in the young Asian consumers’ behaviours, especially in Vietnam. His researches have been published in various journals and conferences.                                    



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 Génération Z.” (Dunod 2016) and “Génération Z. Des Z consommateurs aux Z collaborateurs”  (Dunod 2018).

The Dates

We are optimistic: The first drafts go to the editors in spring, the final manuscript in fall.


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