미얀마에 진출한 한국 기업의 성공 사례에 대한 전략적 적합성 연구

• 영문명: A Strategic-fit Analysis of Korea Firms’ FDI in Myanmar
• 발행기관: 한국무역연구원
• 저자명: 라민툰(Min-Tun Hla) 방호열(Ho-Yeol Bang)
• 간행물 정보: 『무역연구』제15권 제5호, 355~377쪽, 전체 23쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2019.10.30

영문 초록

Purpose - The purpose of this study was to find the success factors of Korean firms’ FDIs in Myanmar from the strategic-fit approach. Design/methodology/approach – With the case study methodology, a strategic-fit approach was employed to explain how the external and internal fit was achieved. After the SWOT analysis was implemented to identify external opportunities & threats and internal strengths & weaknesses, then it was examined that how opportunities and threats are matched with strengths and weaknesses. Findings - First, good communication with employees is the most important strength of three out of four Korean firms, whereas lack of cultural understanding, information gathering and communication problems are their weaknesses. Second, Korean firms had faced several external opportunities including the Korean wave, market size, and favorable business environment of a local country. Last, The firms also had challenged by the external threats including changes in customer preference, inexpensive imports from other countries and emergence of several competitors. Research implications or Originality – The findings provide practical implications. Two Korean firms employed strategies based on differentiation rather than low-cost leadership. This finding provides a insightful implication because it contradictory to an intuitive decision. As Myanmar is a low income country, the intuitive conclusion will be to pursue a low-cost leadership. This study shows that a differentiation strategy also can be effective even in the low income countries. One Korean firm adopted a kind of the blue ocean strategy. The firm’s decision to set up a Korean hot-spa in Myanmar located in a tropical region looks at first sight like a irrational one. After all, it turns out that the Korean spa was a good place to enjoy the Korean Wave. An innovative and challenging idea is the core of the blue ocean strategy. The finding of this study has confirmed the fact.

목차

Ⅰ. 서 론

Ⅱ. 선행연구 검토

Ⅲ. 이론적 배경 및 연구 모형

Ⅳ. 기업의 성공 사례 및 적합성 분석

Ⅴ. 결론 및 시사점

키워드

FDI Myanmar Investment Performance Strategic-fit Analysis SWOT Analysis