Myths and realities of the global young consumer
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.
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