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An Imc Approach To Entrepreneurship: How Generation Z Is Changing The Landscape Of Entrepreneurship, Kylie Nicole Cockrell

Honors Theses

Generation Z entrepreneurs capitalize on the fast-paced environment of the marketing industry and adapt to changing customer needs and expectations to deliver the best product or service from their business. This thesis researches the current media trends and marketing approaches Gen Z entrepreneurs are using in their businesses and how access to entrepreneurial-focused programs make Generation Z the leading generation in entrepreneurship.

Inspired by the researcher’s own experience as an online clothing business owner, this thesis investigates how members of Gen Z are increasingly becoming entrepreneurs. A mixed methodology of primary and secondary research was deployed to explore consumer trends. …