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Pan-European Marketing Strategy towards the Innovation-Consumption: Hub-Spoke Activities for FDI of Korea

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The E-car and IT industry can be good examples to realize growth potential by amalgamating technology and capital of the EU with high-quality labor force (not the consumption but the Innovation)and Hub-Spoke market of emerging economies of the CEEC. The EU would like to realize its potential trade and investment opportunities with the CEEC from this enlargement. Since the crisis of the global finance or IT as Nokia in 2008, they have focused on the chasm between the Innovation and Consumption. The paper analyzed the impact for the Innovation & Consumption of Eastern enlargement of EU on trade, investment and technology cooperation patterns of Korea to formulate a pan-European marketing strategy with a special emphasis on the mobile phone industry or motorcar. This is because close interdependencies is being made some hubs between the emerging regional small market and the central large one such as Germany and France. But TNCs like E-car fields may be falling behind in the pan-European marketing unless they successfully trace out the changing patterns of demand and technology map of competing firms. The public policy is required to shift from a role of its spoke to fostering in terms of promoting linkage effect for avoiding the chasm.

1. Introduction

2. Pan-European Production and Marketing

3. Cooperation Patterns of Korean Firms towards the pan-European Market

4. Korea’s Mobile Phone Marketing Strategy towards the pan-European Market

5. Conclusion & Implication

References

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