A Study on Competing with Giant Multinational Company : Survival Strategies for Local Companies in Emerging Markets

거대 다국적기업에 맞선 신흥시장의 자국기업 생존에 관한 전략적 연구

The purpose of this study is to identify the nature and trend of multinational corporations and to examine strategies for survival of local companies in newly-rising markets which stand against huge multinational corporations, through case study. This research has been done by the literature review of the articles, books and the case study. The results were as follow : First, if the pressure for the globalization of a industry is low and the possibility of overseas transfer of the competitive property of corporations are bare, the intensive strategy for the protection of a national market can be used against the invasion of a multinational corporations. Second, if the pressure for the globalization is still low and the retaining property can be transferred to abroad, a company can be expended to several foreign markets in the limited scope, using the success in a national market as a stepping-stone. Third, In case the pressure for the globalization is high and the competitive property of corporations are effective only in a national market, corporations can survive individually and continuously through the reorganization of corporation's property, which is the survival strategy against multinational corporations. Forth, if the pressure for the globalization is high and the property of corporations can be transferred to abroad, it is possible for corporations to compete with the multinational corporations confidently.