With the death of North Korea leader Kim Jong-il, the level of uncertainty will dramatically escalate in an already highly uncertain market. The question becomes, is there a market opportunity for Western organizations, and when should Western organizations attempt to enter North Korea? In addition, there is a large question looming over the potential changes in the country, that being, if and when reunification with South Korea will occur. This article examines the potential of a unified market on the Korean peninsula. KEYWORDS absence of data, emerging market, future economic potential, Korea, market entry strategies, reunification On December 19, 2011, the aging leader of North Korea, Kim Jong-il, died of a heart attack at the age of 69, ending the personality cult that had gripped North Korea for the last 17 years. The aftermath of his 17-year heavy-handed dictatorship is unclear, but Kim's youngest son, Kim Jong-un, became the next leader of the secretive communist state of North Korea. The outcome