Prof. Dae Ryun Chang

Professor Dae Ryun Chang gave insight to Korean consumer markets. He emphasized the duality of individuality and collectivism that exists in Korea. This is the We-Me phenomenon … or jaeban-taeban. Foreign companies need to understand this to succeed in the Korean market. He noted that European high-end brands, such as Hermès, have done a good job in positioning themselves in Korea.

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