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CJ 비비고의 시장확장 전략: 동,서 어디로 가야하나?CJ Bibigo’s Market Expansion Strategy: Should It Go West or East?
- Other Titles
- CJ Bibigo’s Market Expansion Strategy: Should It Go West or East?
- Authors
- Jeong, Jaeseok; Kang, Hyoung Goo; Moon, Junghoon
- Issue Date
- Jul-2014
- Publisher
- 한국경영학회
- Keywords
- CJ Group; Bibigo; Foodservice; Expansion Strategy; CJ 그룹; 비비고; 식음료 서비스; 시장 확산 전략
- Citation
- Korea Business Review, v.18, no.4, pp.183 - 210
- Indexed
- KCI
- Journal Title
- Korea Business Review
- Volume
- 18
- Number
- 4
- Start Page
- 183
- End Page
- 210
- ISSN
- 1226-4997
- Abstract
- CJ Group is one of the well-known conglomerates in South Korea. The company began operating in 1953 with a main goal of spreading Korean culture worldwide through its brand. Following its success in sugar industry, CJ Group expanded the company’s business divisions to include retail, biotechnology, food and food service, as well as logistics. Such “Creative Diversification Strategy” has been the key to its success. Based on the achievements, CJ now aims to spread culture as well as “life” via its brands, with “Bibigo” being an example. Bibigo is a franchise restaurant that offers authentic Korean food in a contemporary style. This case study aims to enhance readers’ understanding of Bibigo as a global brand, and explore various success factors in being one of the leading Korean brands in the world market
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Collections - 서울 경영대학 > 서울 파이낸스경영학과 > 1. Journal Articles
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Related Researcher
- Kang, Hyoung Goo
- SCHOOL OF BUSINESS (DEPARTMENT OF FINANCE)