Catalog :

Detail Article

Jurnal Global dan Strategis

ISSN 1907-9729

Vol. 10 / No. 2 / Published : 2016-12

TOC : 5, and page :221 - 235

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Original Article :

International business strategy in selling korean pop music: a case study of sm entertainment

Author :

  1. Annisa Pratamasari*1
  1. Dosen Fakultas Ilmu Sosial dan Ilmu Politik

Abstract :

In this paper, I argue that some entertainment companies of South Korea offer a distinctive business strategy in this globalized world; thus, they can widen their market share, increase profits, and sharpen their competitive edge. SM Entertainment,which is one of the Hallyu Wave pioneers in music industry, has showed its distinct way to succeed in the currently saturated market of idol groups in South Korea. Choosing Hallyu Wave from international business perspective as the main topic of this writing was due to its increasing importance in music industry and its growing influence in South Korean government policies. Therefore, I shall descriptively address the strategies formulated by SM Entertainment to compete in the domestic and international music industry from its way to groom their idol groups to its way to ‘sell’ them.This paper offers some business strategies of SM Entertainment of which some other companies could learn from; namely the distinct traineeship system, successful B2C strategy, and profitable B2B cooperation.

Keyword :

Hallyu Wave, SM Entertainment, international business, business strategy ,

References :

  1. Lee, Soojin., Scott, David., & Kim, Hyounggon, (2008). Celebrity fan involvement and destinations perceptions. 35(33): 809-832 : Annals of Tourism Research
  2. Kim, S.S., Agrusa, J., Lee, Heesung., & Chon, Kaye, (2007). Effects of korean television dramas on the flow of Japanese tourists. 28: 1340–1353 : Tourism Management
  3. Chuang, Lisa M., & Lee, Hye Eun, (2012). Korean wave: enjoyment factors of korean dramas in the U.S. 37: 594– 604 : International Journal of Intercultural Relations
  4. Huang, Yu-An., Phau, Ian., Lin, Chad., Chung, Hsien-Jui., & Lin, Koong Hao-Chiang, (2008). Allocentrism and consumer ethnocentrism: the effects of social identity on purchase intention. 36(8): 1097-1110 : Social Behavior and Personality
  5. Jung, Sun and Shim, Doobo, (2014). Social distribution: K-pop fan practices in Indonesia and the ‟Gangnam Style‟ phenomenon. 17(5): 485-501 : International Journal of Cultural Studies


Archive Article

Cover Media Content

Volume : 10 / No. : 2 / Pub. : 2016-12
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  3. Sekuritisasi dan kerjasama asean dalam meningkatkan keamanan di perairan kawasan
  4. Problem dasar kesenjangan digital di asia tenggara
  5. International business strategy in selling korean pop music: a case study of sm entertainment
  6. Reassesing nation branding: danish public diplomacy towards muslim-majority countries after the 2005 cartoon crisis
  7. Budaya dan pembangunan ekonomi di jepang, korea selatan dan china