The book differs from most on Korean business. Frankly, its audience is not those working or looking to be employed in South Korea, although they will benefit from its content. The focus is instead for the ever-growing number of people employed by Korean-based companies outside South Korea. This book will provide you with a strategy and skills to succeed. Likewise, if your firm provides services or products to a South Korean overseas subsidiary or operations this book will be beneficial and offer tactics to strengthen and maintain the relationship. Finally, if your company has significant business in Korea, but leadership and headquarters is located in the West, we offer key management with suggestion on how best to deal with pressing issues and challenges that surface. About the author When Fortune 500 companies, top Korean Groups, leading international law firms, the media, and elite consultancies like Bain and Monitor look for Korean-facing branding, business strategy, coaching, market-entry, and advice-they turn to Don Southerton. With over 35 years' experience, Don Southerton is the definitive authority on Korean-facing global business and branding--from automotive, golf, and QSR/ food sectors to New Urbanism and Green technology. When questions surface in development, launch, or fulfillment, we provide sound research, solutions, Building on a life-long interest in Korea and the rich culture of the country, Southerton has authored numerous publications with topics centering on culture, new urbanism, entrepreneurialism, and early U.S.-Korean business ventures. Southerton also extensively writes and comments on modern Korean business culture and its impact on global organizations.