Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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Strategic Group Classification and Performance of the Chinese Cosmetic Industry - A Cognitive Approach -

중국 화장품 산업의 전략집단 분류와 성과에 관한 연구 - 인지적 접근법을 중심으로 -

  • Received : 2019.07.23
  • Accepted : 2019.08.22
  • Published : 2019.08.31
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Abstract

In recent years, most companies are making strategic strides to respond to changes in the competitive landscape. This trend is proceeding independently from industry to industry, and the Chinese cosmetics industry, which is at its peak, is no exception. In the meantime, the question of whether the concept of strategy group and related theories are suitable for advanced markets and whether they are applicable to emerging markets such as China is an interesting subject of inquiry. The purpose of this study is to classify strategic groups based on the cognitive approach of CEO's in the Chinese cosmetics industry. Some of the existing studies on strategic groups have raised limitations on the theoretical validity of the classification and criteria of strategic groups. However, since the concept of the strategic group becomes a middle level analysis unit between the enterprise and the industry, applying this concept to the Chinese cosmetic industry will help identify the strategic group existing in the industry and grasp the composition of the entire industry.

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