Case 3.3. The iGeneration - Gen Z Henry Schrader, Lynn University Frann Kelley, DBA, is the founder of Professional Development Quest, LLC, which provides solutions to organizational training needs in the areas of 21st-century leadership/management, soft skills, and professional coaching . "Growing Leaders One Step at a Time" has been offering leadership training seminars and classes for the last four and a half years. Unfortunately, the flow of business into Professional Development Quest (PDQ) has been slow, and the response to PDQ's marketing has been minimal. The current situation has caused Dr. Frann to rethink PDQ's current target audience and strategy. In the past, Dr. Frann has relied on her previous experience in education and business to help guide her decisions. As a professional from the Baby Boomer generation, she enjoys personal, face-to-face interaction. With that strategy failing to produce a positive flow of clients and income to the company, she conducted some research in order to get a better understanding of who and what the consumer is wanting in today's business environment. From her research, she has noticed a considerable difference in how each generation uses and responds to technology. However, what really stood out to Dr. Frann was Generation Z (Gen Z) being labeled the greatest opportunity, both as new consumers and as talent for the workforce. With this information in hand, Dr. Frann decided to offer a six-month paid internship to a recent college graduate with an educational background in the area of Leadership/Management. After interviewing a handful of applicants, Dr. Frann offered the position to Jamar, a twenty-two-year-old management major from a local business college. Dr. Frann really liked Jamar's drive and attention to detail. However, after Jamar's first week of the internship, Dr. Frann was starting to see why Generation Z is referred to as "Gen Z", "iGeneration", and "post-millennials" . She now thinks that "iGeneration" is the best way to describe them, with the "i" representing both the types of mobile technologies being heralded by children and adolescents (iPhone, iPod, Wii, iTunes);,