블랙야크의 미국 아웃도어시장 진출전략 연구: Nau 인수전략을 중심으로

• 영문명: Market Entry Strategy of BlackYak in the US Outdoor Market: The M&A Strategy of Nau
• 발행기관: 한국무역연구원
• 저자명: 강태선(Tae-Sun Kang) 고영희(Young-Hee Ko) 조동성(Dong-Sung Cho)
• 간행물 정보: 『무역연구』제12권 제5호, 249~266쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2016.10.30

영문 초록

Since the mid-2000s, the rapid market growth of Korea’s outdoors industry has served as a significant growth engine for the development of the Korean outdoor brand, BlackYak. In the process of BlackYak’s full-scale overseas expansion, the US outdoor market is not easy but attractive for growing the global brand. In general the outdoor market in North America is more homogeneous and conservative in terms of style and offerings than Europe. In North America, there are only a few dominant brands that provide limited product choices. The purpose of this paper is to investigate the influence of cross-border acquisition on foreign market entry through a case analysis of BlackYak’s acquisition of urban outdoor brand, Nau in the US market. The findings shows that strategic synergy and post-merger integration are major factors for successful cross-border M&A to enter a new market. This study offers practical insight and implications for small and medium-sized enterprises wanting to establish globalization strategies through M&A.

키워드

Global M&A Outdoor Industry PMI Strategic Fit Synergy