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In a recent Syd Weighs In column for the BBC, the Tuck School of Business’ Sydney Finkelstein says industry leaders have yet to answer a very important question: What attracts the millennial generation—those born between 1981 and 2002—to a product or service?

“After all, the generation reared on smartphones and laptops will dwarf the previously dominant baby boomers in size and influence, and it will be the biggest generation of consumers for years to come,” writes Finkelstein, Tuck’s associate dean for executive education and the Steven Roth Professor of Management.

Read the full opinion piece, published 10/31/13 by the BBC.