Objective: This article aims to bring together a series of case studies and evidence for examining the full diversity agenda, including age and the steps employers can take to make their business more age ready. Methodology: The study combines a consulting and meta-analysis methodology. Typical biases and current practices are unpicked to distinguish fact fiction. Results: This research offers a framework for becoming a successful age-ready employer, older workers are valued, treated fairly, are engaged and productive. Varying results are expected, depending on geography. Developed countries with labour force pressures through shrinking birth rates are likely to be the earliest adopters. Limitations: Further work is underway to solidify these results in many more organizations globally, and this will take time. In subsequent research, quantitative methodologies should be applied to evaluate the impact of the experience. Practical implications: This essay helps understanding the value of experienced workers in our society, making it easier now than ever to understand why and how to become an age-ready — not to mention a productive and an efficient — employer.

Objective: This article aims to decode the opportunities of longevity societies. Methodology: It uses a qualitative analytical methodology that is nourished by the learning of 6 years of research and projects carried out in mYmO1 (entity dedicated to intergenerational innovation). It also relies on technical knowledge and analysis original sources based on the Intergenerational approach and the Human-Centered Design. The proposal presents a clear goal that is to achieve Sustainable Cities and Communities, considering the unit of space-time measurement key to start mapping projects for long-lived societies. The Sustainable Development Goals (SDGs) drawn up by the United Nations are mentioned as a reference for the scope of actions in the text, the target being SDG-11. In addition, all proposed actions are based on a premise that is taken as a basis and that lies in the importance of all actors assuming their responsibility in solving problems. In order to decode the opportunities that longevity societies offer and to achieve sustainable cities and communities, community ownership of change is considered essential. Results: Based on these considerations, a strategic matrix is designed that uses the Theory of Change to establish the relationships between actions and objectives. Desired changes are identified and what should happen to ensure that these changes lead to long-term results is analysed too. In addition, as a consequence of its practical implication, the proposed matrix is useful for small and large interventions, in any development and innovation project. Within this framework, intergenerational approach and human-centered design offer the methodology and tools to put into practice the development of concrete processes and projects. Limitations: It is an essay that shows some initiatives in concrete realities whose results are not universally extrapolated. Practical implications: As a result, new models of participation are made visible in which organizations, public authorities and individuals collaborate to solve current challenges.

Objective: This paper focuses on financial literacy as an antecedent to entrepreneurial involvement in order to examine and better understand differences between older and younger entrepreneurs. Financial literacy is the ability to apply the knowledge and skills needed to effectively manage financial resources over the life-course and is related to a wide range of economic outcomes. Methodology: The antecedence of financial literacy with respect to entrepreneurial engagement is examined using novel entrepreneurship data the United States. The study uses three waves (2014, 2016, and 2019) of complex survey data the Understanding America Study (UAS), a nationally representative and probability-based internet panel of households representing roughly 8,500 respondents ages 18 and older, and active since 2014. The data are used to generate survival curves using the Kaplan-Meier method, and to run survey linear and Cox proportional hazards regression models outcomes are starting a new business with respect to two time frames: over one’s lifetime, and since 2014. Results: The results show that there are associations between financial literacy and the rate of starting a new business both over one’s lifetime and since 2014, but only among older adults. Limitations: The study data were collected using a sample of adults in the United States which may limit the generalizability of the study findings to countries and regions other than the United States. Practical implications: This paper presents evidence that indicates that financial literacy is correlated with business start-up activities among older adults. This implies that financial literacy programs targeted at older adults may have an appreciable and significant multiplier effect.

The decision between whether to become self-employed or to work as an employee is a dilemma faced by an increasing number of Spanish professionals. This research investigates the sociodemographic profile of Spanish self-employed workers, and examines the factors in the economic and institutional environment that influence their decision to become self-employed. The sociodemographic characteristics that make up the profile of entrepreneurs who decide to become self-employed are presented using microdata the Spanish Labour Force Survey, and based on a logistic regression model. The influence of the economic and institutional environment on this tendency towards entrepreneurship is also studied. The results enable us to conclude that favourable factors for entrepreneurship are previous experience as an entrepreneur, the sector in which the individual wishes to be an entrepreneur, the professional’s age and sex, their marital status, and the maximum age at they completed their education. As for the environmental perspective, the relative size of the economy and the level of bank credit in the autonomous community of Spain the entrepreneur wishes to do business has a positive influence on the tendency towards entrepreneurship.

Objective: This article studies the initiatives of small organizations to advance intrapreneurship practices and considers the perception of employees in their contribution to business growth. It proposes a roadmap towards a shared vision of senior management and workers. Methodology: Under the principles of the case study, quantitative and qualitative data are analyzed, being a dynamic process that identifies emerging categories its own classification matrix. It also allows linking theory, action and reflection to improve the practice of microentrepreneurs when assuming intrapreneurship as part of their company. Results: the results determine that intrapreneurship is associated with the empowerment of employees, being a characteristic that is consolidated in parallel to the experience of the employer, the fulfillment of business objectives and the life project of the workers. the perspective of the companies studied, the need to consider intrapreneurship in the organization and make strategic planning based on the roadmap proposed in this article is evident. Practical implications: The study is useful in areas of strategic direction and human resource management, allowing the visualization of intrapreneurship as a way to stimulate leadership.

Objective: The aim of this research is to identify which are the internal factors that lead senior (+55 years) to entrepreneurship in Chile and its comparison with a selected group of Latin American countries. Methodology: To achieve the previous goal, the analysis is based on the Adult Population Survey of the Global Entrepreneurship Monitor (GEM) of 2016 and uses a logistic regression model applying different variables on the TEA (Total early-stage Entrepreneurial Activity). Results: The research shows that occupation, level of education, age, knowledge of other entrepreneurs and the entrepreneur’s confidence in their own skills are key variables. Limitations: These study does not consider the external perspective, which reflects how the environment influences entrepreneurial intentions. Practical implications: Based on these results, governments can better understand what factors they should consider when configuring policies to support entrepreneurial activity in this demographic sector. Furthermore, this work contributes to the development of knowledge about senior entrepreneurship in the country and to the identification of best practices to be used in other countries.

Aim: With a view to finding a method for Spanish wine to open up a wider market in China, this paper analyses the opportunities and threats that Spanish wine faces in the Chinese market in order to understand the Chinese and Spanish wine market, and analyses how Spanish wine exporters export wine to China. Methodology: Data analysis, bibliographical search and case study. The main source of data on the wine market in China and Spain was the International Organization of Vine and Wine (OIV). For the information on the case, the company Torres, this was obtained mainly from the content published on their official website. Results: The study revealed that the main competitors of Spanish wine in the Chinese wine market are France, Chile and Australia. Economic relations and trade policies between countries have a major impact on the wine trade. In addition, Spanish wine exporters need to pay attention to consumer characteristics in the Chinese market, so that Spanish wine can create a clear image for Chinese consumers, combining multiple online and offline distribution channels to improve their performance in the Chinese market. Limitations: The study identifies different factors that influence the export of Spanish wine to the Chinese market, but lacks more specific figures, coupled with information to be able to analyse in depth the different degrees of importance of these factors.

Purpose. The main objective of this research is to obtain a better understanding of the impact of perceived time value on the intention of pursuing an online Master’s degree for its applicants. For this reason, perceived time value is added to the Technology Acceptance Model. Design/methodology/approach. Data are collected from a purposive sample of 147 individuals, who were interested to continue their higher education. Both, online and personal surveys are used to collect data. Achieved data are analysed by structural equation modelling. Findings. The results show that the perceived time value is significantly related to the ease of use and perceived utility, which in turn, show a significant effect on the attitude towards enrolment. Also the attitude towards enrolment is positively and significantly related to the Behavioural Intention towards studying an online Master (BIS). On the other hand, the perceived utility does not show a significant relationship with BIS. Research limitations/implications. This paper only examines the perceived time value before attending an online Masters. This perception may change after starting such courses. Additionally, there might be more factors influencing their intention toward a particular higher education system that is not mentioned in this article. Practical implications. This research can help the designers of these courses to understand the perception of the value of the time of the applicants before starting an online Master and thus, help them to plan their future marketing strategies more successfully. Originality/value. This article demonstrates the effect of the motivating factors of the applicants for enrolment in an online Master by analyzing the importance of managing and saving time, resulting in more free time.

Objectives. In this paper, consumer behaviour is analysed following the criterion of behavioural economics and how it affects digitalisation, and the current change in consumer trends. Methodology. It is based on a search of behavioural economics studies and theories arising within this field, such as the Nudge Theory. Having gained an understanding of consumer behaviour, this was taken to the digital arena and the different ways of obtaining information from users to learn about their behaviour in this area and its impact, were analysed. Results. By studying behavioural economics, the conclusion was that there are differences with classical economics, which asserts that people’s decision making is rational, while behavioural economics argues that we are influenced by many aspects. This taken to the world of digitalisation translates as the great importance to companies of collecting data from users in order to learn about them and be able to predict their behaviour. Limitations. There are few studies on behavioural economics within the digital field, and there is less information on consumer behaviour online as offline.

Objective. The new scenarios arising from globalisation and the development of information and communication technologies have obliged marketing to adapt to a more complex, ever-changing and highly uncertain environment. That adaptation has, in turn, made it necessary to review the conditions of engagement of professionals in the sector. Thus, the aim of this study is to identify the skills required in business-to-business (B2B) job vacancies for marketing graduates at national and international companies based in Spain, with international links and, therefore, forming part of the globalised market. Methodology. Employing the desktop research technique, an analysis was performed on the listings posted on the leading job portals in Spain. Following this, a content analysis was conducted on the data collected from the listings, quantifying and classifying the job requirements appearing in them. Results. The importance of social media in relation to technical skills, the relevance of a good proficiency in English as regards meta-skills, the requirement of digital marketing knowledge and expertise with respect to conceptual marketing knowledge, and a strong correlation between the experience and salary variables were observed. Limitations. There is scant specific literature on marketing job requirements in the B2B sector. Practical implications. This study is particularly valuable insofar as it provides universities, business schools and higher education centres knowledge of the latest marketing skills and competencies required in the B2B sector.