earticle

영어

In the food industry, which is particularly sensitive to consumer preferences, local cultural conditions, and regulations of a host government, it is important to execute a suitable global management strategy by combining of standardization and localization in overseas markets. Based on the successful case of Jongga Kimchi in global market, this study examined major roles of global management strategies in term of brand, supply chain, and product perspectives. From this approach, this study provides several practical implications about how to manage global management programs for Korean food companies planning to enter overseas markets. Specially, this study shows one further step of building brand identity, by Jongga’s strategic actions appealing to global consumers with the Korean culture that contains the national identity, not only for the kimchi as a single good.