Jurnal Global dan Strategis
ISSN 1907-9729
Vol. 10 / No. 2 / Published : 2016-12
Order : 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 :
- Annisa Pratamasari*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 :
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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
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
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
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
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