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Innovation at the Core: R&D Strategies for OBM

In: Original Brand Manufacturing Business Model

Author

Listed:
  • Young Won Park

    (Saitama University)

  • Geon-Cheol Shin

    (aSSIST University
    Kyung Hee University)

  • Kyung-Soo Lee

    (COSMAX)

Abstract

This chapter explores how research and development (R&D) serves as a strategic engine for Original Brand Manufacturing (OBM) firms, particularly within the global cosmetics industry. As OBMs evolve from the OEM/ODM model, R&D becomes central not only to product innovation but to brand differentiation, regulatory alignment, and sustainable growth. Through the case of COSMAX, a leading K-beauty firm, the chapter illustrates how R&D has shifted from a support function to a core platform for global OBM enablement. COSMAX’s integrated R&D system combines advanced formulation science, regulatory foresight, and open innovation partnerships. Its proactive, suggestion-based innovation model enables both multinational and indie brands to access scalable, compliant, and trend-responsive product platforms. The firm’s embrace of AI, ESG integration, and global compliance frameworks (e.g., MoCRA, Halal) demonstrates how R&D can align commercial strategy with ethical imperatives. Drawing on frameworks of dynamic capabilities and knowledge integration, the chapter reframes R&D as the connective tissue linking technology, sustainability, and consumer insight. COSMAX’s platform-based approach offers a blueprint for OBM firms seeking to lead in a fast-changing, purpose-driven market. In the OBM era, innovation is no longer optional—it is the infrastructure of future competitiveness.

Suggested Citation

  • Young Won Park & Geon-Cheol Shin & Kyung-Soo Lee, 2025. "Innovation at the Core: R&D Strategies for OBM," Springer Books, in: Original Brand Manufacturing Business Model, chapter 0, pages 57-70, Springer.
    • Handle: RePEc:spr:sprchp:978-981-95-0253-0_4
    DOI: 10.1007/978-981-95-0253-0_4
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