GENERATION Z AS A STRATEGIC FACTOR OF COMPETITIVE ADVANTAGE

Abstract

This theoretical essay has the general objective of understanding whether companies are able to receive and keep in their teams the new generation of workers. At the same time, the scope is to reflect on a development strategy or policy with the aim of retaining the employee of generation Z. Developing theoretical and practical instruments for this purpose is essential, since organizations need the born-digital profile of young people from above-mentioned generation to stay up-to-date, anticipate threats and explore market opportunities, as well as to understand the consumption patterns of these young people in the consumer market with the aim of offering them products and services aligned with their desires. Once efforts are made to understand the young people of this generation, it is extremely important for managers to develop management instruments in the fields of motivation, strategic remuneration, delegation and sharing of values ​​to capture these young people and keep them motivated and performing in the organization satisfactory. It should also be noted that it is essential to provide generation Z leaders with adequate management tools so that they are ahead of the other young people of their generation, as theoretically, they would find less resistance in promoting team engagement, since their values, vision of world and motivations are aligned, unlike the leaders of previous generations who tend to suffer greater rigidity in this process. To support the study, an exploratory bibliographic research was carried out in books and scientific articles.