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http://dx.doi.org/10.22156/CS4SMB.2020.10.11.117

A Study on the Strengths of Cultural Content Company in the Long-Tail Market: Case of Kakao-Page  

Seo, Jeong-Woo (Business Administration, Incheon National University)
Park, Hyunjun (Business Administration, Incheon National University)
Publication Information
Journal of Convergence for Information Technology / v.10, no.11, 2020 , pp. 117-130 More about this Journal
Abstract
This study observes the case of Kakao-Page, a webtoon and web novel company, revealing the relationship between long-tail strategy and corporate competence in the cultural content industry market. This study investigated the various expansion strategies of Kakao-Page and investigated the strength of the strategy through value, rare, inimitability, and organization the method of VRIO analysis. The biggest strength of Kakao-Page is its diverse range of products ranging from 66,000, and not only does it gain merit as a long-tail, but it also becomes the core of the vertical integration and various expansion strategy. The study points out that the ability to secure a wide range of products is essential for platform content companies seeking access to the market. Also, the need for follow-up research regarding content platforms and long-tail.
Keywords
Long-tail; VRIO framework; Resource-based view; Content platform; Webtoon;
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