The ''We-Me'' Culture: Marketing to Korean Consumers
This paper is a focused examination of the parallel collectivistic and individualistic tendencies of South Korean consumers. The “We-Me” concept argues that the two seemingly countervailing tendencies can actually co-exist. The paper discusses the phenomenon, its underlying causes, and the strategic...
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| Main Author: | |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2007
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2932 https://doi.org/10.1016/S1474-7979(06)18006-0 |
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| Institution: | Singapore Management University |
| Language: | English |