How Korean brands soar all over the world

책 소개

PREFACE Recently, Korean products and brands have become very popular in all corners of the globe. The stories of the Korean global companies such as Samsung, LG, and Hyundai are featured by the global media such as Time, Businessweek, and Fortune. The stories of their leaders are also in big demand in such magazines. In addition to the big companies, even some small and medium-sized companies are impressing the markets around the world. Lock and Lock, Aurora, Pororo, and Woongjin are establishing their leadership in each category of the global market. The recent Korean surge is not limited to the commercial field. K-pop and “Hallyu” (Korean Wave), such as Girls’ Generation and Super junior, are hitting the major cities of the Western world such as Paris, London, and New York. They have marveled global audiences with much power and energy. Many people would like to know how such Korean companies and cultural brands, which were not appreciated this much five to ten years ago, became incredibly successful in such a short period of time. The success stories of Korean brands are like mysteries. Not only people outside but also Korea’s own people, especially the young, wonder how Korean companies and brands achieved this miraculous performance. They often ask how the companies turned their discouraging backgrounds or humble starts into such a great success. Fortunately, the research institution, KIMF, was established at the right time to encourage researches focusing on the details of how Korean brands have been so successful. The ultimate purpose of KIMF is to generate the top quality of management knowledge not just for helping sales and increasing profits, but more importantly for touching the hearts of people, especially the young people who are in preparation for their businesses and careers. We realize that the best way to learn is by exposing ourselves to the best cases and examples. We thus opened a case competition for college students at the national level. Students could choose any case, whether a company, brand, or leader. Many students were excited to participate and challenge themselves in the first national level competition of its kind. About 70 teams applied representing most major colleges and universities in Korea. And a very interesting thing happened; the news about the competition spread to overseas. The excited students had called their friends who were studying abroad to team up together to compete for the prize. As a result, our competition went beyond the national level to the global level. Among others, students represented Northwestern, Emory, Cornell in the USA, UBC, Queen’s, York University in Canada, Keio University in Japan and Peking University in China. The top 10 cases were chosen among more than 70 applications. They were chosen not according to the value or reputation of the brands, but according to the quality of contents and the team’s presentation. The clearer a case highlights how the company or brand overcame difficulties and crises and soared up high, the higher the quality and presentations were. The cases were reviewed by the evaluation committee, which represented both academics and practitioners. We would like to give special thanks to Professor Yi Youjae of Seoul National University, and Professor Lee Moonkyu of Yonsei University, who willingly took the time to evaluate and give comments for the participating young minds. We found that the selected cases, combined together, well-communicate how Korean companies and brands overcame difficulties and crises, and soared above the clouds of the world in such a short frame of time. The top 10 cases selected turned out to be a collection of fascinating and compelling stories about the recent surge of the Korean products and cultures in the stage of the world market. These cases highlight the Korean leaders’ passions and breakthrough strategies applied as these successful Korean leaders and companies turned their small starts into explosive…

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