China’s rapid transition to a market economy has remould society culturally, especially when it comes to young people aged 5-24. Numbering over 400 million, and wielding increasing power and influence on personal and household purchases, these young people determine the future trends and preferences of the country consumer market. Thus, they provide enormous market opportunities for foreign companies. How important is this dynamic market? Have the challenges outweigh the at … Read more »

China’s rapid transition to a market economy has remould society culturally, especially when it comes to young people aged 5-24. Numbering over 400 million, and wielding increasing power and influence on personal and household purchases, these young people determine the future trends and preferences of the country consumer market. Thus, they provide enormous market opportunities for foreign companies. How important is this dynamic market? Have the challenges outweigh the attractions? And how best to address these marketers bold, individualistic, more “Western” young Chinese consumers?
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from
Wen Gong,
Zhan G. Li,
Tiger Li
Source: Business Horizons
10 pages.
Publication Date: Nov 15, 2004. Prod #: BH110-PDF-ENG
Marketing to China’s Youth: A Cultural Perspective transformation HBR case solution

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