The Korean wave : a marketing and innovation diffusion view

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

The Korean wave : a marketing and innovation diffusion view

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

School of Business

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

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 language	English
Title of host publication	Marketing: 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.
Publisher	Promaco Conventions for the ANZAM 2008 Conference
Number of pages	7
ISBN (Print)	1863081445
Publication status	Published - 2008
Event	Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → …

Conference

Conference	Australian and New Zealand Marketing Academy Conference
Period	1/12/13 → …

Keywords

popular culture
export marketing
globalization
Korea

Cite this

Yoo, J. Y., Stanton, J., Spanjaard, D., Denize, S. M., & Sharma, N. (2008). The Korean wave : a marketing and innovation diffusion view. In Marketing: 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. Promaco Conventions for the ANZAM 2008 Conference.

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abstract = "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.",

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Yoo, JY, Stanton, J, Spanjaard, D, Denize, SM & Sharma, N 2008, The Korean wave : a marketing and innovation diffusion view. in Marketing: 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.. Promaco Conventions for the ANZAM 2008 Conference, Australian and New Zealand Marketing Academy Conference, 1/12/13.

The Korean wave : a marketing and innovation diffusion view. / Yoo, James Y.; Stanton, John; Spanjaard, Daniela et al.
Marketing: 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.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

Research output: Chapter in Book / Conference Paper › Conference Paper

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AU - Denize, Sara M.

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KW - export marketing

KW - globalization

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UR - http://handle.uws.edu.au:8081/1959.7/45308

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SN - 1863081445

BT - Marketing: 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.

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The Korean wave : a marketing and innovation diffusion view

Abstract

Conference

Keywords

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