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Cases by Dae Ryun Chang

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“No More Uncle”: Asian Men’s Beauty Care in the Forefront of Gender-Neutral Marketing

by Dae Ryun Chang, Jin K. Han
Discipline:
Marketing
This descriptive case discusses an emerging global market trend and opportunity – the increasing use of beauty products by men, especially those in Asia. “No More Uncle” captures the emotional motivation behind unappealing and/or older-looking men to transform themselves. The case also looks at how...
S$6.00

The Gold Misses in South Korea: Icons in Marketing to Gangnam

by Dae Ryun Chang, Kevin Sproule
Discipline:
Marketing, Communications
This case, set in 2012, deals with an increasingly important economic, demographic and social phenomenon in Asia — the emergence of career- minded women who are impacting how products are marketed in that region — in this example, South Korea. The case revolves around the iconic “Gold Misses” — an...
S$6.00

POSCO: Conglomerate-Led Social Enterprise in South Korea

by Dae Ryun Chang, Kevin Sproule
Discipline:
Ethics and Social Responsibility
This case focuses on the social businesses at Pohang Iron and Steel (POSCO), one of South Korea’s leading steel manufacturers. In 2007, the Korean government began certifying social enterprises with the distinct mission of promoting sustainable employment for the disadvantaged. Each one of POSCO’s...
S$6.00

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