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The Method for Determining Time-Generation Range

Author

Listed:
  • Oksana S. Karashchuk
  • Elena A. Mayorova
  • Alexander F. Nikishin
  • Olena V. Kornilova

Abstract

This article aims to develop a method for identifying generational cohorts based on the quantitative indicators underlying the change in generational phases according to Strauss and Howe. The scientifically substantiated differentiation between generational cohorts makes it possible to subsequently reveal the similar characteristics of people within these generational groups. The main result is a method for determining groups of generations, which includes five main stages: determining indicators-identifiers of generations, creating the initial database of indicators, compiling evaluation tables, dividing generations into groups by each indicator, comparing the obtained groups, and distributing the population by groups by indicators-identifiers of generations. The indicators-identifiers of generations used by the authors include natural population growth and gross domestic product. These indicators show the growth of the country’s most important resources, that is, human and economic resources, and make it possible to determine the moment of appearance of a new generation. The method for identifying the time ranges of generations and the results of applying this method (in modern Russia) make it possible to use the obtained information to solve various economic and social problems: study the features of representatives of certain generations, forecast the signs and time of the emergence of new generations in society, and so on. The proposed method can be used in scientific research and in practice, first, to evaluate the existing generations in a certain country, to substantiate measures promoting the transition of a society to the following development stages of generations, and for marketing purposes.

Suggested Citation

  • Oksana S. Karashchuk & Elena A. Mayorova & Alexander F. Nikishin & Olena V. Kornilova, 2020. "The Method for Determining Time-Generation Range," SAGE Open, , vol. 10(4), pages 21582440209, October.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:4:p:2158244020968082
    DOI: 10.1177/2158244020968082
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    References listed on IDEAS

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    1. Kineta H Hung & Flora Fang Gu & Chi Kin (Bennett) Yim, 2007. "A social institutional approach to identifying generation cohorts in China with a comparison with American consumers," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 836-853, September.
    2. Jackson, Vanessa & Stoel, Leslie & Brantley, Aquia, 2011. "Mall attributes and shopping value: Differences by gender and generational cohort," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 1-9.
    3. Stewart, Jeanine S. & Oliver, Elizabeth Goad & Cravens, Karen S. & Oishi, Shigehiro, 2017. "Managing millennials: Embracing generational differences," Business Horizons, Elsevier, vol. 60(1), pages 45-54.
    4. MacDonald, Jasmine B. & Saliba, Anthony J. & Bruwer, Johan, 2013. "Wine choice and drivers of consumption explored in relation to generational cohorts and methodology," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 349-357.
    5. Noble, Stephanie M. & Schewe, Charles D., 2003. "Cohort segmentation: An exploration of its validity," Journal of Business Research, Elsevier, vol. 56(12), pages 979-987, December.
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    Cited by:

    1. Pilková, Anna & Kovačičova, Zuzana, 2021. "Podnikanie na Slovensku v dobe digitalizácie optikou generácií [Doing business in Slovakia in the era of digitalization through the lens of generations]," MPRA Paper 113391, University Library of Munich, Germany.

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