The ''We-Me'' Culture: Marketing to Korean Consumers

Publication Type

Book Chapter

Publication Date

1-2007

Abstract

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.

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

Publication

Advances in International Marketing

Volume

18

First Page

141

Last Page

157

ISBN

9780762314126

Identifier

10.1016/S1474-7979(06)18006-0

Publisher

Emerald

City or Country

Bingley

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