국내 유통산업의 글로벌 동반성장 모델과 성과 연구: 이마트 사례를 중심으로 = A Case Study on the Model and Performance of Global Win-Win Growth Strategy of Domestic Distribution Industry : Focusing on E-mart Case

다국어 초록 (Multilingual Abstract)

This study analyzed the strategy and case of E-mart’s win-win growth through overseas markets. Past several years E-mart operated a program in which E-mart and cooperative company can grow together through win-win growth program. They selected win-win growth strategy as an effective strategy to adapt to changing distribution market and to solve the problem, and conducted extensive win-win growth programs such as business promotions, financial support, academic assistance, management counseling. Then recently, going one step further, E-mart is introducing a joint program to develop products with smaller maker and crack the overseas market. Because E-mart has an abundant experience and knowledge for distribution markets, through collaboration between smaller maker and E-mart, They acquired a channel of local cooperative company-E-mart-korean smaller maker.
For example, the first E-mart store which is recently open in Vietnam gobap, launched for being successful through thorough localization of the operating products, deployment of circulation a store right in Vietnam consumption patterns and manpower to optimize the operation in Vietnam business. Through these, 54 korean small and medium companies are exporting totaled 296 items. The first E-mart store following the second one planning to open until the end of the year, according to the success or failure of Vietnam market, E-mart plans to increase overseas expansion to Mongolia, Myanmar, Cambodia, Indonesia.
E-mart’s win-win growth program suggests following implications to distribution industry. First, it transformed the relationship between large distribution company and smaller supplier company from Gab and eur to partnership. Second, through dual system, E-mart and small and medium company can conduct a flexible and effective overseas expansion. Third, in the perspective of win-win cooperation and creating shared value, this is a meaningful case. Substitution of this study is as follows. First, strategic guidance provided to companies seeking to advance into overseas markets. Second, it provided guidance that can improve the government support system to small businesses.

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