What is it about?
The online shopping craze in South Korea has been ongoing for more than a decade, but in China, online shopping is currently experiencing tremendous growth, with 64 million additional shoppers per year. We found Chinese online shopping corresponds to the take-off stage of a successful cluster, in which significant opportunities are still present in Chinese Tier-3 and Tier-4 cities. Conversely, the South Korean online market is nearing saturation, though major foreign players are still entering this perceived lucrative marketplace.
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Why is it important?
We shed light on the nature of this fast expanding online market and cluster in Asia. We found that both South Korea and China exhibited the clustering of players. Failure to identify the later stages of an exciting FEM, such as the online market, may lead to over-investment by the industry, resulting in poor performance. Furthermore, establishing hard & soft infrastructure coupled with an understanding lifestyle factors in Asia can help practitioners identify market segments and relate more to the burgeoning online markets around the world.
Perspectives
Adrian T H Kuah read his PhD from Manchester, ITP from Bocconi, and MBA from Strathclyde. He published more than 58 papers, with his work appearing in prestigious outlets such as the Oxford University Press, Thunderbird International Business Review, European Journal of Marketing and R&D Management. In 2013, he was named by the UK Financial Times as Professor of the Week.
Adrian T. H. Kuah
James Cook University
Read the Original
This page is a summary of: Fast-Expanding “Online” Markets in South Korea and China: Are They Worth Pursuing?, Thunderbird International Business Review, January 2016, Wiley,
DOI: 10.1002/tie.21779.
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