Product longevity: Exploring success factors in the children’s market
Jony Oktavian Haryanto
Podomoro University
Luiz Moutinho
University of Glasgow
Introduction
Considering the predictable demographic patterns and many of the foresight assumptions related to the growth rate of the population in the world, one can safely assume that, overall, the children’s market represents a tremendous opportunity related to the market potential of many business systems. Among these consequential premises, the pre-teen market is a special segment to be taken into account. A strong relationship between marketers and children has been shown in previous research carried out by Gbadamosi and colleagues (2012),...