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Chinese Market Entry Strategies of Korean Food Franchisor: Case of TheBorn

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2021, v.9 no.5, pp.27-37
https://doi.org/https://doi.org/10.20482/jemm.2021.9.5.27
MOON, Jong Hyun (College of Business Administration, Incheon National University)
PARK, Hyunjun (College of Business Administration, Incheon National University)
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Abstract

Purpose: By foreshadowing the historical background and cultural influence of Korean food and economic development in China, this paper demonstrates Chinese market entry strategies taken by TheBorn with its company history and CEO's background. Research design, data and methodology: The eclectic paradigm was utilized to analyze ownership, localization, and internalization advantages for TheBorn's first entry into the Chinese market. The research answers how TheBorn could expand its business in the early 2000s while most were skeptical about the globalization of Korean food. Results: First, possessing various restaurant franchises, food patents, and developments, and media use enabled to achieve a strong ownership advantage. Second, the Chinese market is conveniently located in South Korea. Thus, TheBorn could exercise direct management to its overseas restaurant to maintain the food quality and service. Lastly, establishing a sauce manufacturing plant and its branch company accelerated further expansions to other Chinese cities. Conclusions: Based on those success factors, TheBorn extended its business into different cities in China and emerged as a franchisor giant in the Korean restaurant franchise industry.

keywords
TheBorn, Restaurant Franchise, China, Market Entry, Korean Food, Foreign Direct Investment

융합경영연구