Title: An integrated approach to the global strategy of entertainment firm: motivation, process and management

Authors: Hwy-Chang Moon; Yeon W. Lee

Addresses: Seoul Business School, Seoul School of Integrated Sciences and Technologies (aSSIST), 46 Ewhayeodae 2-gil, Seodaemun-gu, Seoul, South Korea ' Seoul Business School, Seoul School of Integrated Sciences and Technologies (aSSIST), 46 Ewhayeodae 2-gil, Seodaemun-gu, Seoul, South Korea

Abstract: Korea's entertainment firms demonstrated fast entry and success in the global markets, starting with Japan then gradually expanding their globalisation to Asia, the USA and Europe. The successful entry into these global markets has led to tremendous growth of Korea's entertainment companies not only in profits but also in enhancing their competitiveness. This paper explains the unique strategy of how Korea's leading entertainment firm has succeeded in globalisation. By comparing conventional theories on firms' motivations and strategies for investing in foreign markets, this study makes two contributions: (1) this paper extends earlier international business theories by capturing the unique investment motivations which are related to the explorative and absorptive strategy of market and technology learning; (2) compared to the resource-based view, this paper highlights process-based strategies which often override the advantages of physical resources. The case study provides new implications for a comprehensive global strategy.

Keywords: international business strategy; entertainment firm; K-pop; Hallyu; upward foreign direct investment; imbalance theory; learning.

DOI: 10.1504/EJIM.2023.128811

European Journal of International Management, 2023 Vol.19 No.3, pp.388 - 412

Received: 15 Mar 2018
Accepted: 30 Dec 2018
Published online: 07 Feb 2023 *

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