Career development of Generation Y women in the FMCG industry in the Czech Republic and Germany

This diploma thesis focuses on examining and comparing the career development of Generation Y women in the Czech Republic and Germany. The primary objective is to critically assess and compare the career trajectory of Generation Y women in both countries. A secondary goal is to formulate recommendations for FMCG (Fast-Moving Consumer Goods) companies in these nations on how to approach Generation Y women to ensure their long-term retention and ambitions for career growth. The theoretical section of the thesis initially characterizes Generation Y and its general specifics, covering their attitudes towards work, careers, and the characteristics of women in this generation. The subsequent step involves comparing Generation Y in the Czech Republic and Germany, focusing on demographic data (such as unemployment rates, place of residence, household structure), personal values and interests. Cultural differences according to Hofstede and Trompenaars were examined to better understand the behavior and values of millennials in the compared countries. Significant differences were particularly evident in Hofstede's cultural dimension of power distance, where the Czech Republic exhibits a higher power distance than Germany. German culture is characterized by higher levels of individualism and masculinity. Moreover, the specifics of the FMCG industry, career development, and the role of women in this sector were explored. Despite the dynamic and competitive environment of FMCG, companies actively advocate for equal opportunities for women and offer extensive programs for employee career growth. However, while both the Czech Republic and Germany are significant for the FMCG industry, Germany provides a broader spectrum of career opportunities. Unfortunately, the Czech Republic, limited by its market size, often functions as an associate country within organizations, presenting certain barriers to career advancement. To achieve the thesis's goal and validate the theoretical findings, 16 semi-structured in-depth interviews were conducted with Generation Y respondents working in the FMCG environment in both Czech Republic and Germany. These interviews formed the basis for comparing the current career progression of Generation Y women in both countries, their career ambitions, and the significance of their careers in life. Additionally, factors and obstacles influencing women's career progression and motivation for long-term and successful professional growth were identified. Insights from both the theoretical and practical sections of the thesis indicate that, in comparison to Germany, the Czech Republic faces a somewhat more critical situation regarding gender equality in the workplace. Findings suggest that female Czech respondents exhibit lower ambitions, plan shorter tenures in current companies, and view motherhood as a significant barrier to career progression. Moreover, employers are less accommodating towards options such as shorter working hours or flexible schedules. Conversely, German respondents display high ambitions and aspirations to attain leadership positions within their companies. While they perceive similar obstacles related to motherhood as their Czech counterparts, their concerns are comparatively lower. These interview outcomes align with the findings from the thesis's theoretical section. The practical segment of the thesis underscores the need to bolster support for the career growth of Generation Y women in the FMCG sector in both countries. Key recommendations include, among others, the introduction of shortened work hours in Czech companies, flexible work schedules and locations, investment in educational programs, enhancing transparency concerning women's career growth conditions, and emphasizing corporate culture development.