• 한국조리학회지
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• 제16권4호
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• pp.15-27
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• 2010

세계의 많은 기업들이 세계 시장을 목표로 다국적 경영 활동을 전개함에 따라 외식기업도 해외 시장 진출에 박차를 가하고 있다. 그러나 많은 외식기업들이 시장 조사 및 진입 전략, 마케팅, 현지화 등 경영 전략을 장악하지 못하므로 인해 실패를 거듭하고 있다. 따라서 본 연구는 해외 진출할 때 고려되는 여려 가지 요인을 종합하여 국내 외식기업의 해외 진출을 설명할 수 있는 모형을 개발하고자 하였다. 이를 통해 제조업을 중심으로 검증되어 왔던 해외 시장 진입 방식 선택에 관한 이론적 모형이 외식기업의 해외 진출을 설명할 수 있는 일반적 모형이 될 수 있는가를 검증하고, 외식기업의 해외 시장 진입 방식에 영향을 미치는 요인을 분석하고자 한다. 본 연구의 대상은 직접 투자로 해외 시장에 진출하였으며, 2008년 7월 현재 한국에 본사가 있고 해외 시장에 진출한지 2년 이상된 외식기업으로 한정하였다. 실증 분석을 위한 설문지는 자기기입식 설문 조사를 이용하였다. 실증 분석은 SPSS win 15.0을 활용하여 기술 통계분석, 타당성분석, 신뢰성분석, 카이 제곱분석, 분산분석, 상관분석, 이분형 로지스틱 회귀분석을 실시하였다. 분석 결과는 다음과 같다. 첫째, 국내 외식기업의 해외 시장에서의 진입방식 결정 모형의 설명력은 85.0%로 나타났다. 외식기업 특성 요인은 기업 규모가 작을수록, 제품 차별화 정도가 높을수록, 최고경영자의 의지가 높을수록 해외 시장에 단독 진입 방식을 선택할 가능성이 높은 것으로 파악되었다. 셋째, 현지 시장 환경 요인의 경우 수요 불확실 정도가 낮을수록, 무역 장벽이 낮을수록, 사회 문화적 거리가 가까울수록 해외 시장에 단독 진입 방식 선택할 가능성이 높은 것으로 파악되었다.

• 한국콘텐츠학회논문지
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• 제21권1호
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• pp.55-65
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• 2021

본 연구의 목적은 한국 전통공연예술 산업이 무상지원에 의존하는 단일한 수익구조의 한계를 극복하는 데 해외시장진출이 기회요인이 될 수 있는지를 탐색하는 것이다. 이를 위해 먼저 산업가치사슬과 비즈니스모델의 개념을 응용하여 해외시장진출과정을 준비, 추진, 수확, 후속의 4단계로 구분한 분석 틀을 설계하였다. 또한 전통음악분야에서 시장지향적 사고를 갖고 능동적으로 해외시장개척에 나선 사례 3곳을 발굴하여 현 단계 한국 전통공연예술 산업의 해외진출모델을 도식화하였다. 해외시장이 아직은 주요 수익원이 되지는 못하지만 수익 다원화 차원에서 해외진출을 추진하는 전통공연예술종사자라면 본 연구에서 도출한 해외진출모델을 고려해 볼 수 있다. 한편 정부는 사례연구에서 지적되었듯이 전통공연예술 산업의 해외진출을 담당하는 전문기획자와 유통전문가를 양성하는 제도를 정비하고, 해외진출을 위한 일회성 경비지원 일색에서 벗어나 장기적인 정보제공 프로그램을 개발해야 한다.

• 한국건설관리학회논문집
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• 제20권1호
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• pp.86-95
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• 2019

국내 사회간접자본(Social Overhead Capital; SOC)에 대한 예산축소 및 부동산 시장 안정화 정책 등으로 도시개발 경기가 침체되고 있어 국내 건설기업의 해외시장 진출에 대한 관심이 꾸준히 증가하고 있다. 그러나 국내 건설기업은 해외 도시개발 시장에서 금융조달 및 해외 프로젝트 관리 능력이 우수한 해외 선진 기업들에 비해 열세를 보이고 있는 실정이다. 이에 국내 기업은 진출 국가의 환경과 수준에 맞는 도시개발 모델을 선정하고, 높은 해외 사업 리스크를 관리할 수 있는 진출 전략 수립이 필요하다. 본 연구에서는 기존 연구와 문헌 분석, FGI를 통해 해외 도시개발 시장 진출 요인을 도출하고, 설문조사 및 IPA 분석을 통해 실시하였다. 이를 통해 일련의 국내 민간기업 해외 도시개발 시장 진출 전략을 도출하였다.

• Asia Marketing Journal
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• 제11권2호
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• pp.21-35
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• 2009

In December 5, 2006, "The Economic Times", India's the most famous economy daily newspaper, reported Korea Lotte Mart is planning to enter into India's market. Lotte group, marking number 7^th in Korea's list of conglomerates, established VRIC(Vietnam, Russia, India, China)'s strategy. This strategy is targeted to enter into emerging markets such as Vietnam, Russia, India, China and etc. As of 2007, Lotte Group aggressively is placing its subsidiaries such as Lotte Department Store in Russia and China, Lotte Mart in Vietnam and China and Lotte Confectionery in China and India, into emerging markets. From this case, Based on the assumption of Lotte Mart's India market entry scenario, this study considers various decision-making factors such as market attractiveness evaluation, timing of entry, entry mode, location, scale, positioning, operation strategy, and others, while developing an overseas market entry strategy. This case study also provides India's distribution market environment that Korean companies can utilize when entering into the Indian market in the near future.

• 유통과학연구
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• 제18권5호
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• pp.71-81
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• 2020

Purpose: This case study illustrates the successful entry of Saudi Aramco in the Korean market and how it grows to become one of the world's largest integrated energy enterprises. Research design, data and methodology: This case investigates diverse secondary sources to examine the entry strategy of Aramco in Korea, such as several interviews including public and anonymous dialogues, periodicals, dispatches (i.e. news articles and magazines), annual reports, industrial reports, and others. Results: The main concern for the international strategic approaching of Saudi Aramco is to enter into Korean market by joint venture with SsangYong Oil (today's S-Oil Corporation) in 1991 and finally, ending by Acquisition of S-Oil in 2015. This acquisition of local No.3 company, S-Oil, in Korea is the successful case in Asian Markets overcoming liability of foreignness. Moreover, Saudi Aramco's global distribution strategy through localization in the Korean market is appropriate given the market conditions, timing, effectiveness, and efficiency by sharing their resources and collaborating. Conclusions: It would be valuable, unique, and real story to analyze global leading company's entry and globalization strategy in overseas market. In addition, this study provides decision-makers with a significant and more strategic implication for the overseas expansion of businesses.

• 한국건축시공학회:학술대회논문집
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• 한국건축시공학회 2019년도 추계 학술논문 발표대회
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• pp.195-196
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• 2019

The purpose of this study is to analyze the scale of overseas design orders in Korea, China and Japan by region and type of work, and to draw implications. As a result of analyzing the overseas design sales market of Korea, China and Japan, all three countries have the highest percentage of overseas sales in the Asian market, and the overseas design sales are the highest in power generation, chemical plant and transportation sectors. In addition to the Middle East and Asian markets, Japan and China have also diversified their strategies to diversify their markets by taking orders in various regions such as Europe, Africa and the United States. In particular, China is promoting the "New Silk Road Project" (One belt, One road), linking land and sea to a total of 25 countries and actively supporting aid projects in Africa and Asia, have. In addition, Japan has been actively supporting the government's expansion of ODA projects to expand overseas market entry. Therefore, it is necessary for Korea to increase its market share through diversification of overseas design market and diversification of industrial type, and to participate in overseas design market by expanding customized R&D investment.

• 한국의류학회지
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• 제33권11호
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• pp.1719-1732
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• 2009

A firm seeking to enter a foreign market must make an important strategic decision of which market entry mode to use. Because entry modes involve resource commitments, the initial choice by a firm on a particular entry mode is difficult to change without a considerable loss of time and money. Substantial prior research has been undertaken to explain why firms select a particular entry mode into global markets. However, there exists limited research on this area in the field of foreign apparel brands in Korea, although some research has analyzed influential entry mode factors when Korean textile and clothing companies went overseas. This study reviews prior research on the entry mode choice and analyzes the factors that influence the entry mode choice for 510 foreign clothing brands in Korea. Price range, clothing types, distribution strategy, and cultural distance were considered as influential determinants for different entry mode choices. Crosstabs with a chi-square test and logistic regression are used for analysis. This study shows that high-priced brands and luxury brands are associated with the export orientated entry mode in the Korean market. Brands that pursued the strategy of multiple distribution channels showed a preference for a licensing mode or direct investment over other entry modes, and brands from higher-cultural-distance countries entered the Korean clothing market by licensing mode. The findings of this study are appropriate for the strategic planning of foreign apparel intent on entering the Korean market or for Korean apparel firms planning to enter the global market.

• 산경연구논집
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• 제5권3호
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• pp.25-34
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• 2014

Purpose - This study aims to investigate Korean distribution enterprises' entry into the Chinese market. By studying Korean companies' strategy and current situation in the Chinese retail market and analyzing Lotte Mart's strategy, this study was aimed at identifying comprehensive strategies for Korean companies striving to expand in China's retail market. Research design, data, and methodology - A case study approach is used, focusing on the three northeastern provinces in China, and examining global firms' entry into the Chinese market. The study employed a direct survey and a literature review. Results - Korean distribution firms' entry into the overseas market is in the inception stage and it should be developed, considering its effects on the national economy and other industries. Conclusion - The cases of E-mart and Lotte Mart, representing Korean distribution firms, showed that they should not rely on scale to succeed in China. Both preliminary analysis and careful strategies are required to ensure success. Considering the high growth potential of the Chinese market, a management strategy that takes account of Chinese people's emotions was needed.

• 융합경영연구
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• 제9권5호
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• pp.27-37
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• 2021

Purpose: By foreshadowing the historical background and cultural influence of Korean food and economic development in China, this paper demonstrates Chinese market entry strategies taken by TheBorn with its company history and CEO's background. Research design, data and methodology: The eclectic paradigm was utilized to analyze ownership, localization, and internalization advantages for TheBorn's first entry into the Chinese market. The research answers how TheBorn could expand its business in the early 2000s while most were skeptical about the globalization of Korean food. Results: First, possessing various restaurant franchises, food patents, and developments, and media use enabled to achieve a strong ownership advantage. Second, the Chinese market is conveniently located in South Korea. Thus, TheBorn could exercise direct management to its overseas restaurant to maintain the food quality and service. Lastly, establishing a sauce manufacturing plant and its branch company accelerated further expansions to other Chinese cities. Conclusions: Based on those success factors, TheBorn extended its business into different cities in China and emerged as a franchisor giant in the Korean restaurant franchise industry.

• 유통과학연구
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• 제15권12호
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• pp.5-19
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• 2017

Purpose - This study involves the following questions: "Does internalization theory fully explain reality?" and "Which additional factors may add extra value to the theory?" To answer these, this study divides market entry mode into two steps, initial and subsequent and then, focuses on the subsequent distribution step; that is, the post-entry strategy after initial entry. In addition, this study relies on finding strategic orientations that affect the decision of post-entry into foreign markets. Research design, data, and methodology - To investigate this, this study examines 252 cases of Korean online games for each foreign market and the distribution mode at the product-team level. Results - The result shows that companies use different distribution strategies as a post-entry mode, like licensing, or joint distribution rather than exclusive distribution, through subsidiaries even if they already have wholly owned local subsidiaries which have enough experience and resources to select the entry modes among various types and then provide full commitment and control. Additionally, it finds that strategic orientation affects post-entry strategies differently. Conclusions - Therefore, this study is noteworthy and significant, as it practically extends the existing theories such as an internalization and distribution for decision making regarding the overseas expansion of entertainment businesses.