한국 기업들의 몽골 시장 진출 전략

• 영문명: Korean Firms’ Entry Strategy in Mongolia
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 김재림(Jai-Rim Kim) 서정일(Jeongil Seo) 정선욱(Sun-Wook Chung)
• 간행물 정보: 『아태비즈니스연구』제12권 제4호, 107~134쪽, 전체 28쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2021.12.31

영문 초록

Purpose - Korean firms have entered the Mongolia, the world’s top 10 resource rich country with huge market potential, since the diplomatic relations between Korea and Mongolia were established in 1990, but little is known about Korean firms’ entry strategy in the Mongolian market. With this background, this study aims to investigate the seven cases of Korean firms doing business in Mongolia (SK Telecom, Samsung S1, T-Money, E1 Energy, Cafe Bene, E-Mart, and CU). Methodology - this study is based on numerous primary and secondary data about the Mongolian market, as well as Korean firms in Mongolia. Findings - the following three implications were derived from our case analysis: first, when entering into Mongolia, a thorough analysis of political and social risks and a good understanding of institutional voids should be preceded. Second, for this reason, entering through cooperation with local partners, such as joint ventures or franchising, is expected to increase the possibility of success. Third, unlike in the early days of Korean firms in Mongolia, the business environment in Mongolia has become more stable and predictable, and a friendly atmosphere for Koreans and Korean firms is forming, increasing the possibility of success and settlement of Korean firms. Research implications - this study contributes to extant literature by providing more systematic research on Korean firms in Mongolia and by presenting practical implications through the analysis of success and failure cases of Korean firms in the Mongolian market.

목차

Ⅰ. Introduction

Ⅱ. 몽골 시장 환경 분석

Ⅲ. 한국 기업들의 몽골 시장 진출 사례 연구

Ⅳ. 결론

키워드

Emerging market strategy Korean firms Local partnership Mongolian market