Regional Multinationals and the Korean Comestics Industry
Chang Hoon Oh; Alan M. Rugman;
Subject: regional strategy, market penetration, cosmetics industry, double diamond, South Korea
This paper analyzes the market penetration and expansion strategy of cosmetics and toiletries multinational enterprises (MNEs) in South Korea from the perspective of regional strategy as developed recently by Rugman. We find that MNEs have different market entry and exp... View more
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