The gold misses in South Korea: Icons in marketing to Gangnam

• Main Authors: CHANG, Dae Ryun, SPROULE, Kevin
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: Gold Miss; Gangnam; Consumerism in South Korea; South Korea; East Asia; Asia; Doenjang Girls; Materialism; Gender; Luxury Goods Marketing; Affluence; Advertising and Promotion Management; Business Administration, Management, and Operations; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/38; https://cmp.smu.edu.sg/case/3081
• Institution: Singapore Management University

The case deals with an increasingly important economic, demographic and social phenomenon in Asia –the emergence of career-minded women who are impacting how products are marketed in that region, especially South Korea. The title of the case borrows from the viral video sensation, Gangnam Style that...