The future and sustainability of many companies will depend to a large extent on the behavior of adolescents and relationship to consumption. Thus, the introduction to this key group now will pay off in the long run when they become young adults. Based on the latest results of an international study of adolescents in eight countries, the author suggests some basic consumption patterns that influence the business world in 2020. In particular, he noted that the center of gravity of the world economy is moving from developed countries and in emerging markets, where new wealth is generated generates desirable middle class with very different requirements and needs. It offers specific ways in which teachers, public policy makers, and companies can successfully cope with the new business landscape. "Hide
by Jose Luis Nueno Source: IESE-Insight Magazine 9 pages. Publication Date: March 15, 2011. Prod. #: IIR047-PDF-ENG
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