XXI međunarodna konvencija o kvalitetu JUSK ICQ – 29 – 31. maj 2025, Beograd, (98-108 str.)
АУТОР(И) / AUTHOR(S): Iva Bubanja Rudaković 
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DOI: 10.46793/XXIJUSK-ICQ.098BR
САЖЕТАК / ABSTRACT:
In today’s digital landscape, companies need to adopt generational strategies to enhance their market position, remain competitive, and uphold the quality of their products. Each generation—Baby Boomers, Generation X, Millennials, Generation Z, and Generation A—has distinct characteristics, values, interests, and activities. With all these generations engaging online, companies should leverage the internet and social media to address the needs of all users effectively. Utilizing social media, mobile apps, influencer marketing, and personalized content is essential for customer retention and engagement. Furthermore, providing high-quality, customized products and services is crucial for maintaining consumer trust. While there are similarities among the generations present online, they communicate differently, access content in various ways, and are interested in different aspects of a brand. Companies that adopt a dynamic, research-oriented approach and adapt their strategies to align with generational characteristics will not only meet the evolving demands of consumers but also achieve lasting success in the digital economy.
КЉУЧНЕ РЕЧИ / KEYWORDS:
generational strategies, generational groups, competitiveness, online environment, modern business
ПРОЈЕКАТ / ACKNOWLEDGEMENT:
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