Abstract:
This paper examines the extent to which the old cliche think global, act local is relevant when marketing to young children. We argue that this hypothesis is most definitely valid for youth markets on a global basis. A global strategy is valid because children and teenagers do share similar aspirations, interests and values to a large extent. But some cultural differences and local preferences remain, and must be taken into account when marketing to young people.
This could also be of interest:
Research Papers
Consumer behaviour of young people
Catalogue: Seminar 1980: Children And Young People
Author: Liselotte Fessel
Company: GfK
June 15, 1980
Research Papers
Global brands and youth activism
Catalogue: Consumer Insights 2005
Authors: Béatrice Maccario, Marie-Agathe Nicoli
 
November 15, 2005
Research Papers
Consumer panel with children and young people
Catalogue: Seminar 1980: Children And Young People
Author: Joachim G. Baum
Company: GfK
June 15, 1980
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)