해외시장 진출전략을 위한 시장조사방법론 제시

Abstract

Purpose: One of the most significant discussion in the sustainable management is about a strategy for entering overseas market. This paper is propose a methodology for conducting an overseas market research that is based on the firm’s strategic recognition. Furthermore, the methodology presents a strategy that can be applied after entering the market. Composition/Logic: The paper aims to investigate limitations of prior overseas market research methodologies. Moreover, the paper proposes an advanced methodology using the Cultural, Administrative, Geographic and Economic (CAGE) model and strategic dynamics which have been used as the major strategic recognition research. In order to overcome the limitation factors of the prior overseas market research methodologies, we derive priorities for each step of overseas market research using logic tree and Analytic Hierarchy Process (AHP) which was conducted with oversea market research experts. As the result, the paper proposes a step by step method of systematic overseas market research based on strategic recognition. Findings: Most studies in overseas market research have focused only on analyzing particular business situations. Moreover, they did not recognize developing strategy to react on the overseas market environment as important. Thus, we expand the overseas market research methodology to show direction for growth strategy after entering the market. The methodology is composed of three stages. Each stage consists of detailed activities such as establishing a research plan, conducting a national environment research, and drawing a root map which reveal the differences among countries. Originality/Value: The overseas market research methodology is structured to derive a strategic direction in response to change in overseas market environments. In particular, a strategic recognition tool of our methodology can be used to investigate environmental changes in an oversea market. Also, it can identify competitive positioning and strategic inflection points in the markets. Ultimately, the paper is expected to provide guidelines for companies seeking to secure sustainable competitiveness in overseas markets.