Harrison, AndrewSantos, Beatriz Rosa dos2024-10-032024-10-032023-05-132023-01-26http://hdl.handle.net/10362/172895This research paper assesses BrandHero’s business model and operations in Europe and further analyses the company’s potential for new business opportunities in Asia. Further, possible countries for market entry are critically evaluated to find the most suitable ones, among which emerges South Korea. Relevant country-specific information is then examined to provide BrandHero in-depth knowledge on the South Korean market and to propose market entry recommendations that will enable the start-up to thrive internationally.engInternational market selectionE-commerceAsian marketsMarket entryAmazon fbaAmazon aggregatorsSouth Koreamaster thesis203365003