Values and value orientations: A comparative study of Generation X and Generation Y in Russia and the Czech Republic

Valeriya Kuzmich

Diplomová práce

Anotace:

The following thesis is dedicated to the role of values in a modern society and to what extent they could differ between generations. The aim of the work is to find out how values differ between Generation X and Generation Y in Russia and the Czech Republic, discover similarities and difference between the same generations in the two countries and suggest possible reasons of that. In order to deeply understand the nature of values and their connection with other aspects of life, the first chapter of the work describes the theoretical background: an overview of different values theories and their role; the influence of age, culture, and globalization on the shaping of values; overview of theories of generations. In addition, in this chapter, a cross-cultural analysis of Russia and the Czech Republic is presented, by using Geert Hofstede cultural dimensions model. The second chapter is dedicated to the secondary data analysis. In order to compare values of different generations and cultures, the data from the European Values Study were analysed.

Abstract:

The following thesis is dedicated to the role of values in a modern society and to what extent they could differ between generations. The aim of the work is to find out how values differ between Generation X and Generation Y in Russia and the Czech Republic, discover similarities and difference between the same generations in the two countries and suggest possible reasons of that. In order to deeply understand the nature of values and their connection with other aspects of life, the first chapter of the work describes the theoretical background: an overview of different values theories and their role; the influence of age, culture, and globalization on the shaping of values; overview of theories of generations. In addition, in this chapter, a cross-cultural analysis of Russia and the Czech Republic is presented, by using Geert Hofstede cultural dimensions model. The second chapter is dedicated to the secondary data analysis. In order to compare values of different generations and cultures, the data from the European Values Study were analysed.

Keywords

Values, value orientations, generations, Generation X, Generation Y, cross-cultural comparison

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 13. 4. 2018

Obhajoba závěrečné práce

• Obhajoba proběhla 7. 6. 2018
• Vedoucí: PhDr. Ilona Toufarová
• Oponent: doc. Giuseppe Maiello, Ph.D.

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication