Dynamics of Global Distribution after Initial Entry

• 발행기관: 한국유통과학회
• 저자명: Young Eun Park
• 간행물 정보: 『유통과학연구(JDS)』제15권 제12호, 5~19쪽, 전체 15쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.12.30

영문 초록

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.

목차

1. Introduction

2. Literature Review

3. Hypotheses Development

4. Methodology

5. Results

6. Discussion and Conclusions

References

키워드

Distribution (Post-Entry) Strategy Strategic Orientation Online Games