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KOLAO Holdings' Entry Strategy to Southeast Asian Automotive Market through Combined Activities of Exploration and Exploitation

탐험 및 활용의 복합적 활동을 통한 코라오홀딩스의 동남아시아 자동차시장 진출전략

  • 배재성 (대전대학교 융합컨설팅학과) ;
  • 서영욱 (대전대학교 융합컨설팅학과)
  • Received : 2017.06.05
  • Accepted : 2017.08.20
  • Published : 2017.08.28

Abstract

Kolao Holdings has a dominant market share in Lao Automotive market, wherever Japanese automotive makers have the biggest market share in other Southeast Asian countries. The company that was founded by a Korean in Laos has firstly listed on the Korean Stock Market among companies which Koreans founded abroad. Applying the model of Exploration and Exploitation by March(1991), this study is aiming at finding out what the management strategy leaded to Kolao's success in Laos. In addition, this study figured out the company's process innovation and cultural innovation. In result, it is summarized that the exploitation activities contributed to the entry to Lao market, the exploration activities to expanding market to neighboring countries, the process innovation to creation profits, and cultural innovation to sustainable growth.

Keywords

Exploitation;Exploration;Kolao Holdings;Laos;Automotive Market;Localization

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