Open Access

Manoel Leshtarski

• The 21st century has been marked by the first ever social environment encompassing four distinct generations: Traditionalists, Baby Boomers, Generation X and Millennials. These cohorts grew up in different times, shaped by various political, technological and social events, which carved their character, mentality and perceptions in a contrasting manner. The results have been a clash of ambitions, opinions and personalities that has been prominent in both the private and the professional life. The university and in particular the Business School of the Hochschule Furtwangen University is a place where cross-generational members collide and experience the differences first-hand. In addition, it is the last frontier before the students and their respective careers as professionals. Thus, it is equally relevant to be explored as a potential ground zero for misunderstandings and conflicts as any other social environment. For these reasons, the thesis focuses on analyzing the three predominant generations of Baby Boomers, Generation X and Millennials and identifying the key characteristics that differentiate them, which would provide a better understanding behind their actions and behavior. In addition, the findings aim at bringing relevance of the analysis to the university in question and improve the generational interactions and collaborations. In the end, it has been concluded that the generational gap exists and its influence is strongly present. Furthermore, it has been established that there is a lack of awareness on campus regarding the issue and more measures should be taken into consideration. Therefore, a number of recommendations have been made, the goal of which are to improve the environment and tighten the gap as much as possible. In the pursue of findings, the thesis includes a primary research in the form of a questionnaire, distributed to the students and faculty staff, as well as a secondary research, encompassing literature review and relevant topics.