The Korean wave : a marketing and innovation diffusion view

James Y. Yoo, John Stanton, Daniela Spanjaard, Sara M. Denize, Neeru Sharma

    Research output: Chapter in Book / Conference PaperConference Paper

    Abstract

    ![CDATA[A surge in Korean popular culture exports (cinema, live and recorded music, and television program content), commenced in the late 1990’s. While its causes have been the subject of speculation from a mainly sociological perspective, its growth and spread from an international marketing perspective has been less researched. After seeking to clarify the content and scope of the Korean Wave, the use of diffusion models to predict its growth is examined, leading to propositions for future testing.]]
    Original languageEnglish
    Title of host publicationMarketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.
    PublisherPromaco Conventions for the ANZAM 2008 Conference
    Number of pages7
    ISBN (Print)1863081445
    Publication statusPublished - 2008
    EventAustralian and New Zealand Marketing Academy Conference -
    Duration: 1 Dec 2013 → …

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Period1/12/13 → …

    Keywords

    • popular culture
    • export marketing
    • globalization
    • Korea

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