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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2007
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sg-smu-ink.lkcsb_research-39312010-10-18T02:36:04Z The ''We-Me'' Culture: Marketing to Korean Consumers CHANG, Dae Ryun 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 implications of how to market to such consumers. 2007-01-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/2932 info:doi/10.1016/S1474-7979(06)18006-0 https://doi.org/10.1016/S1474-7979(06)18006-0 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Marketing Sales and Merchandising |
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Singapore Management University |
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SMU Libraries |
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Asia |
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Singapore Singapore |
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SMU Libraries |
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InK@SMU |
| language |
English |
| topic |
Marketing Sales and Merchandising |
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Marketing Sales and Merchandising CHANG, Dae Ryun The ''We-Me'' Culture: Marketing to Korean Consumers |
| description |
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 implications of how to market to such consumers. |
| format |
text |
| author |
CHANG, Dae Ryun |
| author_facet |
CHANG, Dae Ryun |
| author_sort |
CHANG, Dae Ryun |
| title |
The ''We-Me'' Culture: Marketing to Korean Consumers |
| title_short |
The ''We-Me'' Culture: Marketing to Korean Consumers |
| title_full |
The ''We-Me'' Culture: Marketing to Korean Consumers |
| title_fullStr |
The ''We-Me'' Culture: Marketing to Korean Consumers |
| title_full_unstemmed |
The ''We-Me'' Culture: Marketing to Korean Consumers |
| title_sort |
''we-me'' culture: marketing to korean consumers |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
2007 |
| url |
https://ink.library.smu.edu.sg/lkcsb_research/2932 https://doi.org/10.1016/S1474-7979(06)18006-0 |
| _version_ |
1770570614891872256 |