The role of South America in the Genius Loci Lab

Francesco Morace

This paper examines the future of South America, its relation with youth culture and the implications for marketing and strategies that can be adopted in the international market.

The Role Of South America In The Genius Loci Lab

Francesco Morace Director, Future Concept Lab, Italy.

INTRODUCTION: CREATIVE POLLINATION AND GLOBALIZATION -THE HUMMING BIRD STRATEGY

One of the most significant and profound dynamics involved in the current process of globalization regards the modalities of relations between the various cultures and the role that individuals and advanced companies can play in the hummingbird strategy, i.e. in the permanent process of creative pollination between cultures, a phenomenon that is already the rule in the world of fashion and clothing.

In order to transport the tiny grains of pollen from one...

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