TY - CHAP AB - This paper is a focused examination of the parallel collectivistic and individualistic tendencies of South Korean consumers. The “We-Me” concept argues that the two seemingly countervailing tendencies can actually co-exist. The paper discusses the phenomenon, its underlying causes, and the strategic implications of how to market to such consumers. VL - 18 SN - 978-1-84950-485-0, 978-0-7623-1412-6/1474-7979 DO - 10.1016/S1474-7979(06)18006-0 UR - https://doi.org/10.1016/S1474-7979(06)18006-0 AU - Ryun Chang Dae ED - Charles R. Taylor ED - Doo-Hee Lee PY - 2007 Y1 - 2007/01/01 TI - The “we-Me” Culture: Marketing to Korean Consumers T2 - Cross-Cultural Buyer Behavior T3 - Advances in International Marketing PB - Emerald Group Publishing Limited SP - 141 EP - 157 Y2 - 2024/03/19 ER -