Leading with Values: Gen Z, Trust, and Transformation in the Future of Business

Leading with Values: Gen Z, Trust, and Transformation in the Future of Business shows how organizations in Central and Eastern Europe are redefining management, markets, and consumer relationships through value-driven innovation. The book asks how Generation Z is reshaping work, leadership, and consumption, and why trust and values have become decisive strategic resources. Drawing on original research, it explores sustainable HRM, team trust, continuous improvement, personal branding, digital tourism, and changing consumer preferences, from brand localness to e-commerce behavior. Distinctively, the volume combines theoretical insight with clear managerial recommendations and directions for future research in a rapidly evolving business landscape.

Natalia Szozda, Ph.D., Wroclaw University of Economics and Business, is Professor of Management and Vice-Dean of the Faculty of Management. She has published monographs and numerous scholarly articles on supply chain management and digital transformation.
Justyna Bugaj, Ph.D., Krakow University of Economics, is Professor of Management and Quality Sciences. She has published monographs and scholarly articles on strategic management and quality assurance in higher education.
Marek Jabłoński, Ph.D., Krakow University of Economics, is Professor of Management and Dean of the College of Management, specialising in contemporary management theories, business process optimisation, and the impact of technological change on work.