earticle

영어

The purpose of this study was to investigate the overseas expansion of companies to new markets to overcome the limitations of the domestic market and strengthen their competitiveness by acquiring global management resources. In particular, this study looked at the performance factors of foreign direct investment, focusing on the case of Korean fashion companies that laid the foundation for sustainable growth through overseas expansion for business diversification. The case company entered the Indonesian market to diversify into an unrelated diversification of footwear OEM industry and established its position as a global footwear production base in just 10 years. Key success factors for the overseas expansion of the case companies include local labor, thorough market research and preparation, parent company's management capability, localization strategy, competitive advantage, and building trust relationship between the parent company and local subsidiaries. This study suggested strategically useful implications for companies seeking overseas expansion through success case studies and discussed future research directions.