Managing Diverse Generations in a Retail Setting
Julia just graduated from Valley Community College with her associate degree in Business Administration. She is anxious to start her new position as an entry-level manager of the Electronics Department at Everything is Here Inc., a retailer that offers customers clothing, pharmaceuticals, food, automotive, house wares, electronics, small appliances, toys, etc.
Julia, who is 34, has worked for the retail giant as a sales associate and then assistant manager in t e c ot ing department over the last 5 years while attending college part-time and raising her two young children. During each of the past 4 years she has received a store customer service award. She is tec no iterate an can multitask. When Julia heard of a job opening for an entry-level manager in the Electronics Department of Everything’s Here Inc., she applied and received the position-she had the associates degree, assistant manager experience at the store, and excellent customer service skills.
The Electronics Department has a range of products including CDs, mobile phones, laptop computers, video games, MP3 players and flat-screen TVs. The departments 3 full-time sales associates, Ethel, Larry, and Rick, and six part-time sales associates will report to Julia. The sales associates are responsible for aiding customers in purchase decisions, using the cash register for sales, and taking inventory. Julia relies on the full-time associates to help her meet the sales goals for the department. At Everything s Here Inc. there are no sales commissions for the employees.
Upon taking the position, Harold Lee, the store manager, told Julia that she needs to increase the department’s sales and improve her employees’ customer service skills. He said that he has received many complaints about the lack of attention given to customers in Electronics. Julia is expected to “turn the sales figures and the customer comments—positive” within the next six months.
Ethel, age 70, has worked at Everything’s Here Inc. for 20 years, with 18 of those years in sales in the fabric and crafts department—a department that was closed at Everything’s Here Inc. due to lack of revenue. Over the last two years, Ethel has been transferred from department to department. She has been in the Electronics Department now for one year and limits her work to assisting customers
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Now that you have read about the primary dimensions of diversity, what have you learned about yourself? Of the six dimensions covered in this text (race, ethnicity, age, gender, sexual orientation, and physical and mental challenges), which so far have affected your life the most? What examples can you provide to substantiate your answer? Do you think these may change in importance during your lifetime? Why or why not?
What are the generational issues Julia faces with each employee? What cultural, historic, or societal issues may influence these generational issues? How would these issues affect Julia’s management of the department?(Read “Managing Diverse Generations in a Retail Setting” (pg 115)).
In Norway, since 2008, a public law requires at least 40% of each sex on corporate boards. Make a case for and a case against passing U.S. legislation requiring a quota for women on corporate boards.