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This article, applying the cohort perspective, which views generations simply as collections of people born in a given period of time, analyses the relationship between individual innovativeness and belonging to different generations. The article provides the generation conception, gives a short overview of generational diversity, focuses on generational differences, discusses theoretical aspects of individual innovativeness and analyses individual innovativeness among the representatives of four generations: the Baby Boomers, the Generation X, the Generation Y and the Generation Z.
Keywords: Generation, the Baby Boomers, the generation X, the generation Y, the generation Z, individual innovativeness.
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