TITLE

Grown Up Digital

AUTHOR(S)
Tapscott, Don
PUB. DATE
August 2010
SOURCE
Grown Up Digital: How the Net Generation is Changing Your World ;8/4/2010, Vol. 1 Issue 1, p1
SOURCE TYPE
Book Summary
DOC. TYPE
Book Summary
ABSTRACT
As the first wave of the new global technology phenomenon, the Net Generation carries a revolutionary set of ideas, attitudes, behaviors, and motivations that is already transforming the social and business landscape. In Grown Up Digital, Don Tapscott uses a 2007 Net Gen research study to explain how their way of thinking, interacting, working, and socializing is shaping the future. While this generation may suffer from an image as spoiled �screenagers,� Grown Up Digital reveals a remarkably well-informed, engaged community of young people whose digital hallmarks have a profound implication for business, education, and government organizations. According to Tapscott, the 2007 research study revealed eight key norms, or distinctive attitudinal and behavioral characteristics, that differentiate the Net Generation from previous generations. Net Geners: 1. Want freedom in everything they do, from freedom of choice to freedom of expression. 2. Love to customize and personalize. 3. Are the new scrutinizers. 4. Look for corporate integrity and openness when deciding what to buy and where to work. 5. Want entertainment and play in their work, education, and social life. 6. Are the collaboration and relationship generation. 7. Have a need for speed � and not just in video games. 8. Are natural innovators. These eight generational norms drive Net Geners� behaviors and motivations in both their personal and professional lives. From a business perspective, the four classic P�s of marketing � Product, Price, Place, and Promotion � will soon be replaced by the �ABCDE� rules of marketing: Anyplace, Brand, Communication, Discovery, and Experience. In the workplace, Net Geners bring eight similar core values: 1. The freedom to work when and where they want. 2. The freedom to enjoy work and family life. 3. The freedom to try new jobs. 4. The desire for customization � �My job, my life.� 5. A willingness to scrutinize 6. A desire to collaborate 7. A need for speed � �Let�s make it happen now.� 8. A drive to innovate ��Let me invent� The Net Generation also promises to transform education. Tapscott asserts it is time for the Industrial Age model, rooted in teacher-centric, one-way instruction needs, to be replaced by a student-focused mode that emphasizes collaboration and customized learning. Finally, on the political front, Net Geners will reconfigure the political and government processes from one of centralized control to a decentralized model driven by the people.
ACCESSION #
52719324

 

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