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The New Silk Road of BLACKYAK

Author

Listed:
  • Tae-Sun Kang

    (Seoul School of Integrated Sciences and Technologies, Korea)

  • Young-Hee Ko

    (Seoul School of Integrated Sciences and Technologies, Korea)

  • Dong-Sung Cho

    (Cheung Kong Graduate School of Business, Beijing, China)

Abstract

BLACKYAK, a native brand founded over 40 years ago, is considered to have driven the growth of Korean outdoors market, the secondlargest single-country outdoors market in the world. It has seen remarkable achievements in Korea, and is now aggressively expanding to overseas markets in an attempt to develop the BLACKYAK version of ‘Silk Road’.BLACKYAK is taking aggressive measures to establish development processes and core capabilities that meet the global standard by entering Europe, the home of the outdoors market. It is implementing collaborative strategies to promptly make up for its weak points compared to local demands, such as adopting a product development strategy of applying high functionality to BLACKYAK’s differentiated designs and recruiting local marketers.This case study will analyze the core capabilities that enabled BLACKYAK’s global expansion as well as the limitations it must overcome, and research effective global expansion strategies in-depth based on the above.

Suggested Citation

  • Tae-Sun Kang & Young-Hee Ko & Dong-Sung Cho, 2018. "The New Silk Road of BLACKYAK," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 22(02), pages 325-355, December.
    • Handle: RePEc:wsi:acrjxx:v:22:y:2018:i:02:n:s0218927518500141
    DOI: 10.1142/S0218927518500141
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