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 implications of how to market to such consumers.
Marketing | Sales and Merchandising
Advances in International Marketing
City or Country
CHANG, Dae Ryun.
The ''We-Me'' Culture: Marketing to Korean Consumers. (2007). Advances in International Marketing. 18, 141-157. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/2932