The Journal of Economics, Marketing and Management (융합경영연구)

International Convergence Management Association (국제융합경영학회)
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Smart Study's Strategy in the Kids Content Industry: VRIO Framework

  • LEE, Jun-Ho (College of Business Administration, Incheon National University) ;
  • KIM, Taejoong (School of Business, College of Economics and Management, Chungnam National University) ;
  • PARK, Hyunjun (College of Business Administration, Incheon National University)
  • Received : 2020.08.18
  • Accepted : 2020.09.16
  • Published : 2020.09.30
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Abstract

Purpose: Korea has a long history of kid's content industries. Also, Korea's kid's content market has been thriving for a long time, but recently, a company called Smart Study has sharply raised Korea's status because of its competitive advantage and capability in the kid's content industry. Research design, data and methodology: This research has explored and examined how Smart Study was successful in kid's content industries. Also, the research examined the present and potential competitors in the kid's content industry. Results: We investigated and explored how they were different from other Korean kid industries through value, rare, inimitability, and organization (VRIO) framework. Conclusions: One of the primary reasons for their success is because Smart Study has strengths in marketing that brand character and making consumers loyal to the company. Lastly, this paper attempted to explain how they have promoted their company and investigated how other companies promote themselves in the kid's content industry. This paper has limitations. We could not explain all the fields of kid content. The kids' content has developed tremendously, but there are many hidden parts. It has been successful in Korea and is still growing and proliferating. Also, there is a slight lack of scarcity in distribution methods.

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