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Internationalisation of Korean-branded cosmetic procedures and techniques: in-depth market analysis of facial-invasive procedures

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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.
Autores principais:Silva, Maria Inês Sampaio da
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

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