2024
DOI: 10.1177/09721509241250280
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Competitiveness Strategy of South Korean Cosmetic Brands: Current Practices and Opportunities for 
Russian Cosmetic Brands

Han-Sol Lee,
Alexander M. Zobov,
Ekaterina A. Degtereva

Abstract: This study analyzes place, trends and competitiveness of the South Korean cosmetics brands to identify opportunities for the Russian cosmetics brands, whose country has suffered from a large trade deficit in the cosmetics industry despite the government’s vigorous attempts in implementing import substitution policies. We constructed the econometric models (with ordinary least square, weighted least square and robust least square estimators) of the cosmetics brands’ competitiveness by employing the endogenous f… Show more

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