FEIBP Congress

Speakers & Events

"Generation Y to Z – our future" with Prof. Dr. Sita Mazumder


Generations: Challenge or Opportunity?

We work in a time of unprecedented generational change and challenge. For the first time in history there are now five generations in the workforce and also in the marketplace. This creates opportunities, yet companies are highly challenged with generations management. 

Strategies that work for one generation can be a complete turn-off for others. And even when a strategy works for multiple generations there is still a way to go for generations to properly work together. This divide is a costly challenge, but it can be a breakthrough opportunity. It all depends on how you and your leaders respond now. Once generations learn from each other and teach one another the highest value added is unlocked. 

"We need to remember across generations that there is as much to learn as there is to teach."
Gloria Marie Steinem, American feminist, journalist, and social political activist.

In order to unlock the potential we need to understand the different generational differences, their characteristics and therefore today’s workforce.


Prof. Dr. Sita Mazumder

Sita Mazumder attained her Ph.D. in Banking and Finance 2001 from the Swiss Banking Institute, University of Zurich, summa cum laude. One year later, her doctoral thesis on the "Prudence in Swiss Banking; the Prevention and Eradication of Corruption and Corruption Money Laundering" was heralded with the Annual Research Award from the University of Zurich.

Sita initiated her undergraduate studies in Computer Science and Engineering at the Swiss Federal Institute of Technology from where she later transferred to the University of Zurich. In 1999 she graduated with a Master’s Degree in Economics and Business Administration. 

In 2011 Sita was elected to be a member of the International Visitor Leadership Program by the US Department of State. Currently, Sita is a Professor IT and Business at the Lucerne School of IT and among others also lectures at the Luxembourg School of Business. She runs her own consulting company PURPLE and is a Member of the Board of Directors of various companies. In addition, Sita authored numerous books and articles and works as columnist on a regular basis.


Using Design Thinking to cope with the coming challenges


We are not living in the industrial age anymore. You know that. We have more beyond anything we could imagine. We experience no scarcity in our part of the world. Moreover, the artifacts that surround us become more and more symbols for services, especially in the coming generations. 

Yes, we need to learn as much as there is to teach these new generations. Design is a hot topic.

However, design is much more than merely a beautiful shape — an excellent form factor alone is not enough anymore. Everything is already nicely formed. 

Additionally, a low price is no longer enough, too, we arrived almost at the bottom of the downward price spiral. Why would one still want to work? 

What counts today is the right experience; design in the broadest sense. Strictly speaking, it is the way designers think that should be used for a better approach to the customer of the future. 

The extensive use of design makes the difference today. Only who understands design as a cross-functional discipline will win in the future. Designing


Rudolf T. A. Greger

Rudolf T. A. Greger is a designer and a design thinking expert. He provides managers access to new findings and views on their challenges by design sparring and thus opens new solution areas. That enables managers to solve their wicked problems better and easier and make their companies resilient for all these new market conditions. 

Design thinking is the way of thinking, which leads to that highly needed insight. The designer serves as design sparring partner and coach for the manager. That enables managers to use design thinking easily, efficiently, and effectively for their specific area of responsibility. Managers can get a grip on design thinking without the need to discard their familiar ways of thinking. 

Rudolf T. A. Greger writes on design, design thinking, and design management. He brings a fresh and alternative perspective on traditional management concepts. 

For more than 30 years (since 1987) Design Thinking Expert Rudolf Greger (www.rudolfgreger.at) deals with improving people’s lives by design – to make it easier – he co-founded GP designpartners (gp.co.at) in 1992 and since 2008 Service Design is central subject in his work. Today, based on his broad range of experience, Rudolf Greger counts to Austria’s competence leaders for Service Design, whereas his definition of Service Design is a bit thicker (more like »Business Design«): it’s about a holistic design of the corporation, starting at the business model, continuing through to the product (the value proposition), right up to the actual usage (experience). From 2012 until 2017, Greger hosted the Vienna Service Design Jam, an event that made design thinking tangible to the participants. 

To better harness the mindset of a designer, he founded the »Design Thinking Tank« (designthinkingtank.at) in 2014 and the Design Thinking Academy in 2018.

Rudolf T. A. Greger advises entrepreneurs and managers, writes books, lectures, hosts design jams, and seminars to make clear that design has to be the pivotal part of every corporate strategy if the corporation wants to be successful in the long term. 



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P.O. Box 4076
5004 JB Tilburg
The Netherlands

tel: 00 31 135944 678
fax: 00 31 13 5944 740
e-mail: info@feibp.eu

P.O. Box 4076
5004 JB Tilburg
The Netherlands

tel: 00 31 135944 678
fax: 00 31 13 5944 740
e-mail: info@feibp.eu