Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
권호 표지
DOI QR코드

DOI QR Code

A Case Analysis Study of Korean Small and Medium Firms' Software Exports through Sales Channels Building and Product Localization

판매채널 구축과 현지화 과정으로 본 중소기업 소프트웨어 해외 수출 사례 분석 연구

  • Ahn, Yeon S. (College of Business, Gachon University) ;
  • Kim, Hee Wan (Division of Computer Engineering, Shamyook University)
  • Received : 2016.04.09
  • Accepted : 2016.06.08
  • Published : 2016.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Software export is very important for developing the domain software industry. Up to now, the study related in this issue is not enough even if exports are not activated. In our study, we treated and analyzed the three SME cases that have each successful record in recent years focusing to sales channels establishment and product localization. This study was done by interviewing the marketing directors mainly, and applied email exchanges, phones, and document analyses. Some implications can be addressed for the potential SME software exports. In the perspectives of sales channels building, the trust for product and firm itself is needed to have a good offshore partners. These are required to make the good relationship with partners, brand value's diffusion, and technical competency. As for product localization, the customization is important to meet the needs for local users effectively. So it is desirable to accept the advisory suggestions from the local consulting experts or representative customers. And the joint export strategy using the platform by linking some related products is effective for SME's software product's export.

Keywords

References

  1. Cavusgil, S. T. and Evirgen, C., "Use of expert systems in international marketing", European Journal of Marketing, Vol. 31, No. 1, 1997, pp. 73-86. https://doi.org/10.1108/03090569710157043
  2. Cavusgil, S. T., Yeoh, P. L., and Mitri, M., "Selecting foreign distributors : An expert systems approach", Industrial Marketing Management, Vol. 24, No. 4, 1995, pp. 297-304. https://doi.org/10.1016/0019-8501(95)00013-Z
  3. Fricker, S. A., Software Product management, In : Maedche, A., Botzenhardt, A., Neer, L. (Eds.), Management for Professionals, Springer, Berlin, Heidelberg, pp. 53-81.
  4. Kim, J.-P. and Lee, S.-K., "The Study on International Performance of Korean Ventures : the importance of foreign business network", International Business Review, Vol. 12, No. 3, 2008, pp. 25-46.
  5. Kim, S. B., The Study on the Successful Overseas Export Strategy for the Cooperation with SME and Large Firms in Korean IT areas, '2008 the 2nd Conference on the Korean Management Information System, pp. 568-574.
  6. KITA, Localization support for software exports enlargement, how to do?, Institute for International Trade, Trade Brief, No. 36, 2014.
  7. Lee, J.-H., Overseas Export Methods and Procedures of the Package Software Firms and the Implications as of Government Support Project, NIPA, 2016.
  8. NIPA, Global Software Firms Development and Export Activation Plan, 2009.
  9. NIPA, Status Analysis and Improvement on the Global Software Firms, Software Engineering Center, 2016.
  10. Ruokonen, M., Nummela, N., Puumalainen, K., and Saarenketo, S., "Market orientation and internationalisation in small software firms", European Journal of Marketing, Vol. 42, No. 11/12, 2008, pp. 1294-1315. https://doi.org/10.1108/03090560810903682
  11. SPRI, Export Competency Investigation and Globalization Strategy of Software Service Firms, 2014.
  12. Varis, J., Kuivalainen, O., and Saarenketo, S., Partner selection for international marketing and distribution in corporate new ventures, Journal of international entrepreneurship, Vol. 3, No. 1, 2005, pp. 19-36. https://doi.org/10.1007/s10843-005-0270-y
  13. Whang, I.-P. and Yi, S.-G., The Effect of Overseas Export Factors of ICT Small and Medium-sized Businesses on Financial Performance, Journal of Korean Institute of Information Technology, Vol. 12, No. 4, 2014, pp. 191-204.