Welcome to the InfoSci Platform
Consumption Characteristics of the Millennial Generation and Strategies Implemented to Satisfy Them

Consumption Characteristics of the Millennial Generation and Strategies Implemented to Satisfy Them

José G. Vargas-Hernández
Copyright: © 2020 |Pages: 16
ISBN13: 9781799833512|ISBN10: 1799833518|ISBN13 Softcover: 9781799833529|EISBN13: 9781799833536
DOI: 10.4018/978-1-7998-3351-2.ch018
Cite Chapter Cite Chapter

MLA

Vargas-Hernández, José G. "Consumption Characteristics of the Millennial Generation and Strategies Implemented to Satisfy Them." Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making, edited by Efosa Carroll Idemudia, IGI Global, 2020, pp. 361-376. https://doi.org/10.4018/978-1-7998-3351-2.ch018

APA

Vargas-Hernández, J. G. (2020). Consumption Characteristics of the Millennial Generation and Strategies Implemented to Satisfy Them. In E. Idemudia (Ed.), Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making (pp. 361-376). IGI Global. https://doi.org/10.4018/978-1-7998-3351-2.ch018

Chicago

Vargas-Hernández, José G. "Consumption Characteristics of the Millennial Generation and Strategies Implemented to Satisfy Them." In Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making, edited by Efosa Carroll Idemudia, 361-376. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-3351-2.ch018

Export Reference

Mendeley
Favorite

Abstract

The following research is a literature and case review focused on the characteristics of the Millennial Generation and their importance as consumers, through a case study of the company Airbnb as an example of a disruptive business model that has been able to capitalize on this generation. The structure of the work is the following: Firstly, the authors contextualize the research by defining the key topics, such as collaborative economy, strategic advantages, the millennial generation. Then they discuss the history and strategies of the company Airbnb, as a disruptive and successful business model, explaining their general strategy and challenges they have faced, as well as their strategy specifically geared towards the Millennial niche. Finally, they conclude on the importance of disruptive business models and the challenges that companies like Airbnb are facing and will have to face in the future in order to continue in the market. The main contribution of this research is the analysis of Airbnb's strategies as they grow as a company and focus their efforts on the Millennial Generation in order to ensure their survival in an important and long-established market.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.