중남미 BOP시장과 BOP시장전략 유형에 관한 연구
Latin America’s BOP Market and the Typology of BOP Market Strategy
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글로벌 경쟁이 심화되고 기존 시장이 포화됨에 따라 우리나라 기업들을포함한 많은 글로벌기업들이 신흥시장을 주목하고 있으나, 기대와는 달리신흥시장 진출에 여러가지 어려움을 겪고 있다. 신흥시장에는 기존 선진시장을 닮아가는 최상층 시장과 달리 대중 시장인 최하층(BOP)시장이 존재하며, BOP시장은 글로벌 기업들의 수익성 제고를 위한 미래 성장동력으로서의 가치와 함께 빈곤, 환경문제 등 현지 사회경제적 문제에 대한 기업들의적극적 역할이 요구되는 시장이다. BOP시장에 대한 접근은 글로벌 통합과 현지 적응에 기초한 초국적 모델에 의한 신흥시장 진출전략으로는 한계가 있으며 새로운 접근이 필요하다. 이러한 관점에서 최근 생존력과 정당성 확보를 통한 지속가능한 BOP 시장접근법이 제시되고 있다. 지속가능한 BOP 시장접근법은 글로벌 통합과 현지적응 중심의 초국적 모델과는 달리 현지통합 또는 사회적 사업모델에 따른 전략적 선택을 통해 지속가능한 영역 내에서 경제적 성과와 사회적·환경적 성과를 추구하는 것이다. 중남미 BOP시장에서 지속가능한 BOP 시장접근법의 보다 구체적 내용을 제시하기 위하여 중남미 현지 다국적 기업인Translatina의 현지통합 및 사회적 사업모델의 성공사례를 제시하였다.
Abstract
Depending on the intensifying global competition and the saturation of existing market, many global companies including Korean major companies pay attention to emerging markets, but go through struggles in entering emerging markets unlike expectations. In emerging markets, there is mass BOP(base of the pyramid) market unlike TOP (top of the pyramid) market following developed market. The BOP market has the meaning as future growth engines of the global companies and also requires the active role of the global companies for solving social and economic local problems. For the BOP market, the new approach is needed, different from the emerging market entry strategy in traditional transnational model. In this respect, several sustainable BOP market approaches have been proposed recently, ensuring company’s viability and legitimacy. Unlike the transnational model focusing on global integration and local adaptation, the sustainable BOP market approaches are pursuing social and environmental performance with economic performance within sustainability frontiers through strategic selection between local integration and social business. For the specifics of sustainable BOP market approaches in Latin America’s BOP market, the successful local integration and social business cases of the Translatinas, Latin America’s local multinational companies, are presented.
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