Marketing to Chinas Youth: Cultural Transformation Perspective Harvard Case Solution & Analysis

China's rapid transition to a market economy and cultural reconstruction of the society, especially when it comes to young people between the ages of 5 and 24. Numbering more than 400 million and wielding more power and influence on personal and household purchases, these young people will determine the future trends in consumer preferences and market development. Thus, they represent a huge market opportunity for foreign companies. How important this dynamic market? Do problems outweigh the sights? How best can marketers refer to these bold, individualistic, more "Western" young Chinese consumers? "Hide
by Wen Gong, Jean H. Lee, Tiger Li Source: Business Horizons 10 pages. Publication Date: November 15, 2004. Prod. #: BH110-PDF-ENG

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