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한국 캐릭터 상품의 본 글로벌 전략

Author
엄성필, 이동일
Journal Title
상품학연구
Publication Year
2011
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Summary

This study analyzes the current status and characteristics of the Korean character industry and proposes effective internationalization strategies for new companies aspiring to expand overseas, based on domestic and international success cases. The research findings indicate that successful characters in overseas markets adopted a 'born global' strategy, focusing on global market targeting from the start, overcoming cultural barriers through storytelling, and leveraging the founder’s expertise.

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