Case Synopsis, Uses, Discussion Questions, and Answers
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CASE 20- Attracting Generation Y to a Retail Career
Synopsis: Diva is a specialty fast-fashion jewelry and accessories retailer, with its roots in Australia
Use:
Chapter 15 Managing the Store
Discussion Questions
1. How can Diva demystify what happens behind the scenes and make potential
Generation Y employees aware of the opportunities available to them beyond the shop
floor?
Generation Y seldom see retail as a career of choice, particularly given that many believe a retail
2. Diva has implemented a learning organizational culture in an attempt to attract and
retain staff. Discuss the possible pros and cons of this strategy for Generation Y.
On the positive side, Diva has developed a workplace environment that encourages goal-setting
3. Give examples of how other organizations (perhaps even nonretailers) attract a
Generation Y workforce. What could Diva learn from other organizations?
The fast-paced technology industry provides a good example of a sector confronted with a
predominantly Generation Y workforce. Google, for instance, engages staff in a variety of ways