[기업경영]월마트가 한국시장에서 실패하는 이유(이마트와 비교분석)- diamond model와 culture dimensions model를 통한 연구

소개

Understanding of Business Relation 수강할 때 작성된 페이퍼입니다.

목차

1. Introduction
1.1. Background
1.2.1. Importance of Conceptual Framework
1.2.2. Diamond Model
1.3. Company Profile
1.3.1. Wal-Mart
1.3.2. E-Mart
1.4. The Current Situation of Korean Retailer Market
1.4.1. The Background of Emergence of Retailer in Korea
1.4.2. The Current Situation of Korean Retailer Market
2. Diamond Variables and Descriptive Data of the Wal-Mart and E-Mart
2.1. Factor Conditions
2.2. Demand Conditions
2.2.1 Basic Demand Conditions
2.2.2 Advanced Demand Conditions
2.3. Related and Supporting Industries
2.4. Firm Strategy, Structure and Rivalry
3. Empirical Results and the Diamond
3.1. Score calculation and proxies
3.2. The Diamond
4. Hofstede’s cultural dimension model and Strategic Implication
4.1. Hofstede’s cultural dimension model
4.2. Strategic Implication of Hofstede`s Model
5. Failure of Wal-Mart`s Strategy in Korea and Propositions
5.1.1. Failed Strategy
5.1.2. Wal-Mart’s Perspective on Current Situation
5.1.3. Proposition for Wal-Mart
6. Conclusion

본문내용

American Wal-Mart is the number one retailer in the world. Yet, in the Korean market, its performance is not very good. In a recent performance survey, it ranked at fifth outstripped by number one Korean E-Mart in almost every aspect. What made this possible? Is it just the outcome of cultural misunderstanding, or the outcome of different marketing strategies of the two? In this paper, we will look into the competitive factors of each company and try to draw a comparison between them. Among various models, which address the competitiveness of firms, we will use the general diamond model (Porter, 1990) in order to assess the competitiveness of Wal-Mart and E-Mart. Also, to incorporate the obvious cultural factors, we will used Hofstede’s(1983) cultural dimension model. Finally, we will give the several propositions to make the Wal-Mart more competitive in the Korean market.

These are some notable articles and Master theses on Wal-Mart vs. E-Mart. Yet, most of them lack appropriate conceptual model according to which the each competitiveness can be calculated and compared. Obviously, cultural factor has played a significant role in Wal-Mart’s failure. But, if we do not have a deep understanding of factors such as market conditions, companies’ strategies, and consumer sophistications, cultural approaches can become a lopsided interpretation of the matter.

참고자료

· Hofstede, Geert, 1983, “The Cultural Relativity of Organizational Practices and Theories,” Journal of International Business Studies Fall: 75-89.
· Hofstede, Geert, 1997, Cultures and Organizations: Software of the Mind, New York: McGraw-Hill.
· Moon, Hwy-Chang, Alan M. Rugman and Alain Verbeke, 1995, “The generalized double diamond approach to the global competitiveness,” in Alan Rugman, Julien Van Den Broeck and Alain Verbeke, eds. Research in global strategic management: Beyond the diamond. Greenwich CT: JAI Press 5, pp.97-114.
· Moon, Hwy-Chang, Alan M. Rugman and Alain Verbeke, 1998, “A generalized double diamond approach to the global competitiveness of Korea and Singapore,” International Business Review 7: 135-150.
· Moon, Hwy-Chang and Eun-Kyung Choi, 2001, “Cultural Impact on National Competitiveness,” Journal of International and Area Studies 8(2): 21-36.
· Porter, Michael E., 1990, The Competitive Advantage of Nations, New York: The Free Press.
· Rugman, Alan M. and J. R. D’Cruz, 1993, “The double diamond model of international competitiveness: Canada’s experience,” Management International Review 33(2): 17-39.
· 유병우/서일대학 산업시스템경영과 교수, 국내 대형할인점의 출점과 마케팅 전략
· 정연승 연구원, 국내 할인점 시장 현황과 성장전략, 삼성경제연구, Nov. 2001
· 신기동/지식한업연구부 책임 연구원, A study of the location and competition of large retail stores and related regulation policies, 경기개발연구원, Dec. 2002
· 오세영(동덕여자대학교 경영경제학부교수) A comparative analysis on the marketing mix strategies of foreign and domestic super discount stores, 무역학회 Apr. 2003
· 강성환, 한국 내 대형할인점의 경쟁전략 비교연구, 성균관대 무역대학원, Aug. 1999
· 김현미, 우리나라 할인점의 전망과 전략적 방향: Wal-Mart와 E-Mart의 사례연구를 중심으로, 고려대 경영대학원, Feb. 1999
· 이관주, 우리나라 신 유통업태의 발전방안에 관한 연구: Wal-Mart와 E-mart를 중심으로, 건국대 경영대학원, Feb. 2002
· 양선희기자, [대형 할인점] 이마트 `유통 지존` 독주, 중앙일보, Nov. 02 2004
· Moon Ihlwan, Holding Off the Wal-Marts of the World, BusinessWeek, Jan. 21, 2002
· 이임광 기자, 한국에서 고전하는 유통공룡 FOBES KOREA, 11월
· (http://forbes.joins.com/forbes/program/forbes_article/0%2C3773%2Caid%2D188008%2C00.html)
· 이마트 홈페이지 http://www.e-mart.co.kr
· 월마트 코리아 홈페이지 http://www.walmartkorea.com
· 월마트 홈페이지 http://www.walmart.com