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Keywords Generation Y Keywords – B2B customers, omnichannel, value, e-commerce R&D activity, R&D expenditures, innovation, public subsidies, UE regions Research Synergy academic entrepreneurship, starting a business, students, entrepreneurship determinants accounting, financial reporting, paradigm, concept of capital maintenance, physical economy competence potential of Generation Y consumer behaviour, gender, multichanneling, distribution channel of services demography of Generation Y discrimination, unequal treatment, stereotypes, employee economic impact groups (stakeholders), strategic controlling, strategic evaluation, evaluation indicators of the relationships results, methods of the relationships strategic evaluation engagement of Generation Y employees knowledge management, knowledge management process, company, IT sector, Poland management, competences, managerial competences, competence models, managers’ skills public administration, ICTs, training, competency-based management, e-government, human resources, longitudinal analysis, Spain research society store price image, price perception, reference price synergy values of Generation Y employees

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