Students’ Preferential Values in an Intercultural Comparison with an Application to International Trade

This thesis explores the value orientations, cultural preferences, and attitudes toward authority among Generation Z university students in the Central European context, with a focus on the Czech Republic and the Federal Republic of Germany. Employing a mixed-methods research design that combines a quantitative survey (N=192) with a qualitative analysis of ten focus groups (N=33), the study investigates to what extent value systems are shaped by national affiliation and to what extent they converge across a transnationally educated youth. The findings reveal a significant degree of generational convergence, particularly in areas such as authenticity, social justice, equality, work-related preferences, and environmental responsibility. The data suggest that generational identity and a shared educational framework frequently outweigh traditional cultural distinctions between national cohorts. The thesis proposes applicable value-based profiles of Generation Z, offering practical implications for human resource management, strategic brand communication, and international organizational leadership. In conclusion, the study advocates for continued interdisciplinary research on the transformation of values in an increasingly globalized and digitally interconnected society.