By: Carlos Mondragón
Professor of Marketing at the ITAM
Children play an important role in purchasing decisions, influencing their parent’s acquisition and selection of products. The most common tactics they use are whining or acting up, until their parents give in to their demands.
Children exert an increasingly strong influence on consumer buying, not only in toys and recreational activities, but also in clothes that traditionally parents would choose for them. How successful they are in getting their wishes fulfilled will depend on the type of offer, the characteristics of the parents, the child’s age, and the stage in the purchasing decision process.
By: Jesús Rodolfo Jiménez
A Model for Corporate Sustainability
A company’s competitiveness is linked to its long-term performance and its relationship to its industry and its competitors. A competitive company is one that is constantly aware of the conditions under which it may lose or generate value.
(read more…)