Generation Z has been said to have more in common with their global generational cohort than they do with their parents. The 24/7 access to information, through increasingly ubiquitous Internet access, has been credited as the facilitator of the spread of generational values and characteristics. While this may apply to Generation Z in many developed countries, does it apply in developing nations such as Thailand? For example, by the year 2015, only 40 percent of the Thai population had access to the Internet. Thus, this study attempts to understand to what extent proclaimed Generation Z characteristics and values ring true for a segment of Thai youth with the necessary access to and corresponding usage of connected technology. A literature review was conducted of both English and Thai language literature. Thai Generation Z university students were surveyed, and the results were analyzed using structural equation modeling. On the one hand, the results did support an affinity toward technology, on the other hand, it suggested that Thai youth valued and used the technology differently than their generational cohort in the west, especially concerning content creation. Furthermore, they differed from their global cohort in their preference for collectivism. They also differed from national cultural expectations as they showed tendencies toward low power distance. Finally, work values were largely consistent with international generational expectations in that they showed the strongest preference toward intrinsic and altruistic rewards. It will be essential for Human Resources (HR) to communicate these rewards to attract and retain this next generation of employees. This article contributes to the greater cross-cultural management scholarship by filling a gap in understanding the cultural and work values of a generational cohort in Thailand. It does this by highlighting the institutional and cultural setting this cohort came of age in and surveys cohort members to understand their values and preferences.

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Purpose: Employers face the challenge of preparing for a new, upcoming generational cohort that is different in its expectations of the workplace, which goes hand-in-hand with its values. Therefore, Generation Z in Austria must receive detailed attention because it will make up a significant proportion of the workforce in the future. Questions will emerge about how to recruit this cohort or how to retain them. This research fills this gap by analyzing their espoused national cultural values and corresponding work values while considering the implications of the SARS-CoV-2 pandemic. Design/Method/Approach: This quantitative research surveyed 137 Austrians from Generation Z. Findings: The results show a low Power Distance score, concluding that Austrian Generation Z does not prefer unequally distributed power; a low preference for Collectivism, a higher preference for Uncertainty Avoidance, and lower Masculinity. In terms of work values, Austrian Generation Z demonstrated the strongest preference for intrinsic and social rewards and emphasized the importance of offering benefits such as remote work opportunities and flexibility in scheduling work. Theoretical Implications: This study shows that espoused national cultural values impact work values in the context of Austrian Gen Z. Thus, both the espoused national cultural framework and the work values framework can be considered suitable for investigating values differences. Practical Implications: Human Resources practices should be adapted to successfully recruit and retain Austrian Generation Z. Originality/Value: This research is among the early attempts to not only understand how espoused national cultural values and COVID impact the work values of Generation Z in Austria. Research Limitations/Future Research: The smaller sample size and the over representation of females impact the extent to which findings can be generalized to all of Generation Z in Austria. Future research should expand the sample within Austria and internationally. Acknowledgments: This paper is the further development of the first author's thesis. Thank you to all of those who contributed to and supported these efforts.  Paper type: Empirical

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