Abstract
South Korea has emerged as one of the most prosperous markets on the globe. Its high economic growth rate and rising household consumption indicate that many sectors of the economy are ready to absorb foreign investment. Describes some key aspects of Korean culture and how to conduct business with Koreans to help executives who are responsible for international operations, investment, joint ventures, and global marketing activities. Stresses the importance of personal relationships with Koreans, based on trust and respect; and recognition of Koreans as unique orientals.
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