PODERIA A GERAÇÃO Z TORNAR-SE UM FATOR DETERMINANTE PARA A MUDANÇAS NA ESTRATÉGIA DE EXPORTAÇÃO DE PRODUTOS E SERVIÇOS DE PEQUENAS E MÉDIA EMPRESAS BRASILEIRAS?

Abstract

This article aims to investigate, within academic and professional literature,
the objective and subjective behaviors of Generation Z—those born around the year
2000—and how these behaviors influence their consumption decisions. By shedding light
on these aspects, it further intends to offer small and medium-sized enterprises
suggestions for strategies in the development of goods, services, and communication
tailored to this generation of digital natives who have only recently begun to enter the
consumer market.