Fast-expanding "online" markets in South Korea and China: are they worth pursuing?

Kuah, Adrian T.H., and Wang, Pengji (2017) Fast-expanding "online" markets in South Korea and China: are they worth pursuing? Thunderbird International Business Review, 59 (1). pp. 63-77.

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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. Consumers in Asia are among the world's most prolific online shoppers. This study explains the evolution of the online shopping market in South Korea and China. Using fast-expanding market model as an initial analytical framework and multiple case approach, we find that 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.

Item ID: 41188
Item Type: Article (Research - C1)
ISSN: 1520-6874
Keywords: cluster; online shopping; China; South Korea; fast expanding market
Date Deposited: 09 Nov 2015 03:38
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350706 International business @ 50%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified @ 50%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 50%
91 ECONOMIC FRAMEWORK > 9103 International Trade > 910399 International Trade not elsewhere classified @ 50%
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