A Two-Track Strategy for Sustainability of Korean MNEs Using Text Mining

This study aims to utilize big data contents of news and social media for developing a corporate strategy of multinational enterprises and global decision-making through the text mining technique. In this paper, the data of 2 news media(BBC and CNN) and 2 social media(Facebook and Twitter) was collected for the three Korean Multinational Enterprises(Samsung, Hyundai Motor Company, and LG) from April, 2018 to April, 2019. The findings of this paper have shown that traditionally, news media, and especially social media such as Facebook and Twitter, which are global real-time platforms, have become important channels to reflect key issues in showing global trends and phenomena for businesses. Moreover, analyzing the unstructured texts of those media and understanding the association rules between them lead to greatly contribute to understanding consumer behavior and their responses by creating steady communication and empathy with consumers. In conclusion, this study provides a basis and meaningful implication for establishing a two-track strategy through future forecasting of global corporations and generate important insights for global decision- making for sustainability of business.