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Essay text:
(Merchants of Cool)
Companies are always trying to fighting to be in first place when it comes to finding out what kids want and making sure that their company is the first one to produce and market the hot new product in order to maximize profits. But how does a company really know what this teen culture is really after. The concept is a simple one really. One company pays another to go on a “cool hunt” for them in search of cool and trendy kids so they can get valuable knowledge from the root of this consumer culture, the teens themselves. (Merchants of Cool) One company in particular named Look Look, gets the upper hand in this thriving teen consumer culture by hiring “cool kids” and interviewing them for the soul purpose of extracting valuable information on what kids in their age group view as cool...
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