Vying with IKEA: HANSSEM’s Competitive Advantage at Marketing Frontier
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 김상용 | - |
dc.contributor.author | Seung Min Lee | - |
dc.date.accessioned | 2021-08-31T18:14:14Z | - |
dc.date.available | 2021-08-31T18:14:14Z | - |
dc.date.created | 2021-06-17 | - |
dc.date.issued | 2020 | - |
dc.identifier.issn | 1598-7868 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/60141 | - |
dc.description.abstract | HANSSEM is a furniture company that leads the market of residential space in Korea. The goal of this case study is to focus on how HANSSEM copes with IKEA, the world's largest furniture retailer after entering the Korean market in December 2014. IKEA’s entry into Korea is possible to destroy the existing orders in the retail industry and reduce the profit of incumbent local players by realigning industry relationships. However, HANSSEM achieved rapid growth with the largest market share in the furniture market through its internal capabilities. The authors propose the main success factors in three ways: (1) residents-database including apartment floorplans in Korea, (2) high-quality human services provided by construction and A/S (After-sales Service), (3) channel diversification that provides comprehensive consultations (e.g., flagship stores, home shopping channels, stores in marts, and interior dealers). Especially, there have been various consumer needs in Korean market, such as creating their own stylish space economically. HANSSEM meets customer’s needs by reinforcing the space-package (complete-interior is provided to customer in a package rather than combining individual piece of furniture) and opening showrooms, which makes customers freely experience the products and receive detailed consultations on interior designs by alleviating customers’ difficulties in decorating their homes. Based on HANSSEM's outstanding activities and new investments, we look forward to seeing that HANSSEM will achieve its ultimate goal of maintaining the position of number one furniture company by attaining customer satisfaction through higher quality in Korea. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | 한국마케팅학회 | - |
dc.title | Vying with IKEA: HANSSEM’s Competitive Advantage at Marketing Frontier | - |
dc.title.alternative | Vying with IKEA: HANSSEM’s Competitive Advantage at Marketing Frontier | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | 김상용 | - |
dc.identifier.bibliographicCitation | 아시아마케팅저널, v.22, no.2, pp.87 - 98 | - |
dc.relation.isPartOf | 아시아마케팅저널 | - |
dc.citation.title | 아시아마케팅저널 | - |
dc.citation.volume | 22 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 87 | - |
dc.citation.endPage | 98 | - |
dc.type.rims | ART | - |
dc.identifier.kciid | ART002613346 | - |
dc.description.journalClass | 2 | - |
dc.description.journalRegisteredClass | kci | - |
dc.subject.keywordAuthor | Furniture Industry | - |
dc.subject.keywordAuthor | Database of Residents | - |
dc.subject.keywordAuthor | Human Services | - |
dc.subject.keywordAuthor | Channel Diversification | - |
dc.subject.keywordAuthor | Showrooms | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
(02841) 서울특별시 성북구 안암로 14502-3290-1114
COPYRIGHT © 2021 Korea University. All Rights Reserved.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.