FutureWire - futurism and emerging technology

Wednesday, May 17, 2006

US, Europe, China Vie for Cultural Influence

For years, the global marketplace has been dominated by American advertising, media  and products.  However, the Herman Group forecasts increased competition from Europe and China on the world stage, and the different cultural influences that such presences would bring:

Watching trends, we look beyond China to other parts of the world under the influence of Western cultures. American and European marketers are deeply invested in extending their reach and penetration. They must now anticipate and prepare for competition from Chinese marketers. There is a new player in the global race for cultural influence, the tremendous consumerism impact, and the more subtle pursuit of political attachment.

The Herman Group also anticipates a surprising level of diversity from the Chinese marketplace, reflecting the array of cultural niches and preferences that marketers in the West are just beginning to understand.

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