Case Studies

Once upon a time there were millennials. Now the time has come for Generation Z, still unknown to many. The consumers of tomorrow are a target to be studied for brands in every sector. But what lies behind this definition?

It is the first day of your new job. As you walk through the sliding door and head towards the reception to let people know that you have arrived, you cannot hold back your emotions: anxiety and enthusiasm live together in your mood! This is exactly the opportunity you've been waiting for. Your new manager welcomes you; talk about the team, the projects you will have to deal with, your goals and the responsibilities you will have to manage. The HR team shows you how the company is structured, takes you to visit the offices and finally shows you your new workplace. Despite the initial welcome, you feel confused and confused. How many questions come to your mind but you are afraid to disturb or you just don't know who to turn to.

The Digital Mindset represents a way of thinking oriented towards adopting digital solutions and using new technologies for one's own work and private activities. It consists of a set of mental structures, made by experience or learning, which the individual has developed within a digitized society and which are recognized and used to succeed in the digital environment. (Benke, 2013). The digital mentality translates into a certain attitude towards the digital world, which in turn can lead to accepting or rejecting technology. Here the difference between cognition and behavior opens up: a mentality oriented towards digital acceptance may not lead to actual digital behavior due to external factors; similarly, a rejection mentality could be forced to use technologies while remaining opposed to doing so. The point of being digital, therefore, is not only in manifest behavior, but in acceptance at the level of mentality and attitude.

Sales network personnel play a crucial role within a corporate organization, determining its success and competitive advantage. The sales force represents a company funcion able to establish a very first contact with the outside world: cutomers and market.