한국 IT산업의 동남아시장 진출 전략에 관한 조사연구

초록

Research objectives are threefold: 1) Identifying investment problems and barriers Korean IT firms are facing in exporting and doing business in Southeast Asian market by using a questionnaire survey method. 2) Providing strategic alternatives which is appropriate for each Southeast Asian countries by drawing some implications from the survey results 3) Developing some policy suggestions for supporting Korean IT firms trying to enter overseas countries. Major survey results are as follows: 1) Many firms did not make a complete market study before entering a new market. 2) Most respondents don't have a systematic program for developing global managers and expatriates. 3) The bottlenecks Korean IT firms are facing in doing business in Southeast Asian markets are the problem with finding out good business partners and a difficulty in gathering a detailed market information. 4) The role of Korean government in supporting firms is found to be not as much effective as expected. Entry strategy for Korean IT firms in Southeast Asian countries are: 1) From multi-domestic approach to multi-regional approach, 2) Strategic alliances as a major competitive strategy, 3) Diversification of entry mode such as merge & acquisition, 4) Localization strategy 5) Implementing a global marketing strategy, 6) Developing internal infrastructure for the efficient implementation of globalization strategy.

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