• Journal of the Korea Furniture Society
• /
• v.16 no.1
• /
• pp.71-80
• /
• 2005

A joint brand of furniture companies named Gaboro has been officially launched in the form of a juridical foundation. It was invested by Seoul City and the union members for regenerating the furniture companies in Seoul on August 1, 2003. However, Gaboro still has a few problems to overcome for successful business from joint marketing. Firstly, Gaboro must create a R&D post in order to lead the member companies through consistent production of furniture in addition to engraving its brand. Secondly, the head office of Gaboro must be authorized to prevent each union member from manufacturing the furniture products not well suited to the fresh brand. In addition, the member companies justly need to regulate the product items, and simultaneously to accept the new image concepts. Lastly, Gaboro needs to launch unique items to discriminate its design from other competitive companies.