The thesis aims to explore the origin and evolution of cosmetic culture, analysing different make-up practices and explaining their deepest meaning. The research continues with a focus on Korean cosmetics that represents one of the most popular and detailed cosmetic culture in terms of innovation and tradition. A final analysis goes through what are the internationalization strategies adopted by the main Korean cosmetic companies, in dealing with cultural differences and in defining the way to emerge globally.

Korean cosmetic culture and its approach to internationalization strategies in cosmetic industry

Grigolon, Sofia
2016/2017

Abstract

The thesis aims to explore the origin and evolution of cosmetic culture, analysing different make-up practices and explaining their deepest meaning. The research continues with a focus on Korean cosmetics that represents one of the most popular and detailed cosmetic culture in terms of innovation and tradition. A final analysis goes through what are the internationalization strategies adopted by the main Korean cosmetic companies, in dealing with cultural differences and in defining the way to emerge globally.
2016-10-25
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.14247/10312