Millennials, Similar or Different? Tendencies Towards Individualism in a Collectivist Society

Authors

DOI:

https://doi.org/10.32719/25506641.2022.12.9

Keywords:

Individualism-collectivism, millennials, generational cohort, cultural changes, modernization theory

Abstract

This investigation intends to identify whether collectivist cultures may show individualistic tendencies due to generational change. Personal polls were made including instrument VSM08 on a sample of 390 Ecuadorian millennials, as well as the Kolmogorov Smirnov, Mann-Whitney’s U, Kruskal-Wallis and chi-squared tests. It was noted that there might be cultural changes in collectivism-oriented countries. It was also found that there are differences between men and women depending on their age and location. Younger men and women tend to be more individualistic, with men being less individualistic depending on their residency area. Finally, it was proven that IDV is a valid indicator despite cultural changes.

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Author Biographies

Iliana Aguilar-Rodríguez, Universidad de las Américas (Quito, Ecuador)

Ingeniera en Mercadotecnia, Universidad UTE; Diplomado Superior en Comunicación Corporativa, Universidad Técnica Particular de Loja (UTPL); magíster en Marketing y Dirección de Empresas, Universidad Tecnológica Empresarial de Guayaquil; doctora en Administración Estratégica de Empresas, Centrum Graduate Business School de la Pontificia Universidad Católica del Perú. Docente investigadora de la Escuela de Negocios de la Universidad de Las Américas (UDLA). Ha sido facilitadora externa por el Consejo de Educación Superior en revisión de proyectos de carrera. Pertenece al grupo de investigación para la Sostenibilidad y la Innovación Social de Centrum Business School de la Pontificia Universidad Católica del Perú. Entre las líneas de investigación de interés, destacan: business administration & project, cultura organizacional, social y competitividad, emprendimiento, I+D+i, marketing & TIC. ‹iliana.aguilar@udla.edu.ec›.

Carlos Artieda-Cajilema, Universidad de las Américas (Quito, Ecuador)

Economista, Universidad Central del Ecuador (UCE); máster en Administración de Empresas (MBA), INCAE Business School; diplomado en Gestión de Proyectos, Diploma Superior Project Management, San Diego Global Knowledge University; doctorado en Dirección Estratégica de Administración de Empresas, Universidad Miguel Hernández de Elche (España). Profesor e investigador en los programas de maestría de Administración de Empresas, mención Dirección Estratégica de Proyectos y Gerencia de Instituciones de Salud de la Escuela de Negocios de la Universidad de Las Américas Ecuador. Director de Posgrado de la Escuela de Negocios Universidad de Las Américas Ecuador.‹carlos.artieda@udla.edu.ec›.

Andrés Acosta-Aguinaga, Escuela de Educación Superior Tecnológica Privada Toulouse Lautrec (Lima, Perú)

Ingeniero Comercial con mención en Marketing, Pontificia Universidad Católica del Ecuador (PUCE); magíster en Gerencia Empresarial, MBA, Escuela Politécnica Nacional (EPN); investigador en la Escuela de Educación Superior Tecnológica Privada Toulouse Lautrec, Lima. Actualmente está adscrito a la Escuela de
Educación Superior Tecnológica Privada Toulouse Lautrec en Perú. ‹aacosta@tls.edu.pe›.

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Published

2022-07-01

How to Cite

Aguilar-Rodríguez, I., Artieda-Cajilema, C., & Acosta-Aguinaga, A. (2022). Millennials, Similar or Different? Tendencies Towards Individualism in a Collectivist Society. Estudios De La Gestión: Revista Internacional De Administración, (12), 145–170. https://doi.org/10.32719/25506641.2022.12.9
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