중국진출 한국기업의 제품전략에 대한 연구Product Strategy of Korean Exporters in China
- Other Titles
- Product Strategy of Korean Exporters in China
- Authors
- 정인식; XIAO SHUFENG
- Issue Date
- 2009
- Publisher
- 한국국제경영관리학회
- Keywords
- 제품전략; 수출기업; 중국
- Citation
- 국제경영리뷰, v.13, no.3, pp.151 - 172
- Indexed
- KCI
- Journal Title
- 국제경영리뷰
- Volume
- 13
- Number
- 3
- Start Page
- 151
- End Page
- 172
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/121006
- ISSN
- 1598-4869
- Abstract
- There are only a handful of studies dealing with the issue of product strategy in international markets. In particular, the understanding of this issue for firms from non-Triad markets, for instance, firms from emerging markets (EMFs), is rather limited. The objective of this study is to provide an initial exploratory research on product strategy for Korean firms in Chinese market, and attempts to extend current product strategy research into emerging contexts. In this study, three viable product strategies for Korean firms - economy, superior-value and premium, are defined. Using survey data collected from 131 exporters, we first examine the nature of product strategy adopted by Korean exporters in China, and then investigate their performance implications. Findings reveal that superior-value strategy is the most frequently employed strategy by Korean firms, and firms choosing more value-added strategies, such as premium or superior-value, on average, demonstrate superior performance. This study will dictate important guidelines for Korean firms to target international markets and to better understand the importance of product strategy choice in this process.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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