Publicação
Internationalisation of Korean-eranded cosmetic procedures and techniques: in-depth market analysis of minimally To Non-Invasive Procedures
| Resumo: | South Korea has been propelling its culture to all regions across the globe and is increasingly popular across the beauty industry. Culturally, Koreans value a naturally perfect look, a beauty standard increasingly appreciated by Westerners. Hence, there is an opportunity for an international expansion of Korean cosmetic procedures, leveraging the South Korean national brand. Switzerland seems to be the most appropriate target in Europe for this venture due to its population’s high income and the growth of minimally invasive treatments. Concluding, Koreans should focus on exporting their minimally invasive procedures due to ease of establishment and technological competitive advantages. |
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| Autores principais: | Marques, Filipa Montalvão Coelho Ferreira |
| Assunto: | Internationalisation strategy Cosmetic surgery K-beauty South Korea Plastic surgery Aesthetic procedures Beauty |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | South Korea has been propelling its culture to all regions across the globe and is increasingly popular across the beauty industry. Culturally, Koreans value a naturally perfect look, a beauty standard increasingly appreciated by Westerners. Hence, there is an opportunity for an international expansion of Korean cosmetic procedures, leveraging the South Korean national brand. Switzerland seems to be the most appropriate target in Europe for this venture due to its population’s high income and the growth of minimally invasive treatments. Concluding, Koreans should focus on exporting their minimally invasive procedures due to ease of establishment and technological competitive advantages. |
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