BoP 시장 진입 시 제도적 공백 극복 전략 연구: 남아시아의 사례를 중심으로
Strategies for Overcoming Institutional Voids in BoP Market Entry: Cases in South Asia
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초록
전 세계 40억 명의 저소득층(Base of the Pyramid, BoP) 중에서 아시아에 거주하는 인구는 28.6억 명이며, 특히, 인도를 포함한 남아시아 지역은 지구상에서 빈곤층이 가장 많이 사는 지역이다. BoP 계층은 특정 국가나 지역에 국한되지 않고, 전 세계에 존재하기 때문에 비즈니스의 범위가 넓다는 장점이 있다. BoP 시장은 비즈니스 제도와 시스템이 갖춰진 선진국 시장과 다르게 다양한 제도적 공백(Institutional Voids)이 존재하여, 다국적기업(MNCs) 및 자국 시장에서 성장하고 있는 현 지 기업(Emerging Giants)이 BoP 시장에 진출하는 데 어려움을 겪고 있다. 본 연구의 주요 연구 내용은 다음과 같다. 첫째, 다국적기업(알리안츠, 다농)과 이머징 자이언트(e-초팔, 헬스라인)가 남 아시아 BoP 시장에 진출하면서 직면한 제도적 공백을 살펴보았다. 둘째, 사례 기업들이 직면한 제도적 공백을 극복하기 위한 트리플 버텀 라인에 기반한 비즈니스 모델을 바탕으로 시장 진입 전략을 살펴보았다. 이를 위해, 제도적 공백과 그 극 복 방안에 대해, 제도적 공백의 세부 분야별로 Osterwalder and Pigneur (2010)가 제시한 확장된 BMC 모델을 가지고 설 명하였다. 시장 진입 전략에 대해 Khanna and Parepu (2011)가 제시한 전략적 선택의 관점에서 분석하였다. 셋째, 사례 연구를 통해 분석된 결과를 바탕으로 다국적기업과 이머징 자이언트가 제도적 공백을 극복을 위한 시장중재자의 역할을 어떻게 부여하고 활용했는지를 규명하였다. 이를 바탕으로 남아시아의 BoP 시장에 진출할 기업들이 제도적 공백을 극복 하고 자사의 제도적 비교우위로 발전시킬 진출 방안에 대해서 제언을 하였다.
Abstract
Four billion low-income people, a majority of the world’s population, constitute the base of the economic pyramid. Asia is still home to two-thirds of the world’s poor and more than 60% of the world’s undernourished population. The BoP market is different from the developed market in which institutions and systems are complete. There are various institutional voids in this market, making it difficult for multinational corporations (MNCs) and Emerging Giants to enter the BoP market. The main contents of this study are as follows. First, we look at the institutional voids that multinationals (Allianz, Danong) and emerging giants (e-Choupal, Healthline) experience when entering the South Asian BoP market. Second, we examine the market entry strategy based on the triple bottom line to overcome the institutional voids faced by the companies. To this end, the institutional voids and how to overcome them are explained based on the expanded BMC (Business Model Canvas) factors. The entry strategy is proposed based on the analyzed results. Third, this paper introduces the role of market intermediaries in overcoming institutional voids based on the results analyzed through case studies. Based on these results, we suggest a strategy for entry into companies that will enter the BoP market in South Asia.
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