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http://dx.doi.org/10.5392/JKCA.2016.16.06.576

CGV's China Market-Oriented Growth Strategy for the Korean Wave  

Kwon, Sang-Jib (동국대학교 경영계열 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.16, no.6, 2016 , pp. 576-588 More about this Journal
Abstract
The main objective of this study is to investigate the overseas performance of CGV in order to boost Korean wave and movie platform competitiveness. The focus of this study is to on how CGV may enhance the market share of china market, emphasizing the entrepreneurial orientation of top management team and differentiated entrant strategy based on Korean wave. This study suggests key factors in the china movie platform market expansion process of CGV. In order to analyze this mechanism, we employ a case study method design. The case study results show that there are differences of CGV strategy in movie platform characteristics and the important key factors of growth depending on market situation. The most important thing is that entrepreneurial orientation of top management including differentiated entrant strategy and Korean wave-oriented vision enhance between brand loyalty and market share in china market. In addition, growing overseas impacts of CGV support on Korean wave entertainment and globalization of movie platform industry. Contributions and implications for the academic and managerial field are discussed.
Keywords
Korean Wave; Entrepreneurial Orientation; Movie Platform Industry; China Market;
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Times Cited By KSCI : 3  (Citation Analysis)
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