Publicação
Global flavors in Korea - how to enter the South Korean food & beverage market most effectively
| Resumo: | This work project establishes guidelines for foreign food & beverage companies on how to enter the South Korean market with respect to the most suitable mode of entry and effective marketing mix. The study derives its recommendation by utilizing mixed-methods research approach with experts’ interviews, macroeconomic analysis, and case studies of past entries of foreign companies. The key recommendations are to enter the market by partnering up with a local party and localizing its product offering and operation by tailoring it to the South Korean taste. Doing so the study provides practical insights for prospective mangers. |
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| Autores principais: | Husseinifard, Sherwin |
| Assunto: | South Korea Food & beverage Marketing Internationalization CEMS MIM |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This work project establishes guidelines for foreign food & beverage companies on how to enter the South Korean market with respect to the most suitable mode of entry and effective marketing mix. The study derives its recommendation by utilizing mixed-methods research approach with experts’ interviews, macroeconomic analysis, and case studies of past entries of foreign companies. The key recommendations are to enter the market by partnering up with a local party and localizing its product offering and operation by tailoring it to the South Korean taste. Doing so the study provides practical insights for prospective mangers. |
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