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Internationalisation of Korean-eranded cosmetic procedures and techniques: in-depth market analysis of minimally To Non-Invasive Procedures
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Internationalisation strategy Cosmetic surgery K-beauty South Korea Plastic surgery Aesthetic procedures Beauty