"This remarkable group of editors and authors presents a range of opinions about the challenges and opportunities of business life in a digital era. Taken together, these essays help us to debunk many of the myths that we too commonly rely upon when we talk of digital natives, in the context of business, marketing, learning, career development, and otherwise. … No matter what, this book will make you think."

—John Palfrey, co-author, Born Digital:
Understanding the First Generation of Digital Natives

Generational differences have always influenced how business is done, but in the case of digital natives—those immersed in digital technology from birth—we are witnessing a tectonic shift. As an always-connected, socially networked generation increasingly dominates business and society, organizations can ignore the implications only at the risk of irrelevance.

In this fascinating book, Michelle Manafy, Heidi Gautschi, and a stellar assemblage of experts from business and academia provide vital insights into the characteristics of this transformative generation. Here is an in-depth look at how digital natives work, shop, play, and learn, along with practical advice geared to help managers, marketers, coworkers, and educators maximize their interactions and create environments where everyone wins.

"The wide array of fresh insights offered [here] gives educators, employers and marketers the techniques and tools to better understand this challenging generation."

—Don Tapscott, author, Grown Up Digital,
and co-author Wikinomics, Macrowikinomics

"Blends the practical with the profound on how to make the most of this promising population of young people. It's all you'll need."

—Patricia Martin, author, Renaissance Generation

CyberAge Books
2011/408 pages/hardbound

Ebook Editions are available.