This book investigates the complex dynamics of foreign direct investment (FDI) in South Korea following the 1997 Asian financial crisis, specifically focusing on the friction between European investor strategies and local economic structures. Judith Cherry, an expert in Korean studies and international business, utilizes a combination of empirical data and qualitative analysis to argue that a 'mismatched globalization' occurred, where the expectations of foreign capital failed to align with the entrenched institutional and cultural norms of the Korean market.

Scholars and economists frequently cite this work as a critical examination of the limitations of neoliberal economic integration in East Asian markets. Experts highlight the text for its rigorous academic approach to the complexities of cross-cultural business operations and its detailed historical context.