한,일 양국 기업의 전략적 제휴를 통한 일본 와이맥스시장 진출

A Case Study on Entry to Japanese Wi-Max Market Though Strategic Alliance between Korean and Japanese Companies: Modacom and Shinsei Corporation

This study has analysed the process and KSFs of entry to Japanese Wi-Max device market b. Korean manufacturer of Wi-Max device, Modacom and Japanese strategic alliance partner, Shinsei Corporation a trading company specialized in IT products. Modacom had experienced the risk of obsolescence of its Wi-Max products when Korean Wi-Max communication service market have failed to grow to the expected size and speed. With substantial amount of R&D resources invested already, Modacom turned their attention to Japanese market based on the judgment that Wi-Max communication service will be commercially launched in Japan. To compliment its relatively weak local market-sensing capability and marketing management capability, common problems with mid-sized companies trying to enter a foreign market, Modacom have chosen Shinsei Corporation as its strategic alliance partner. A successful strategic alliance between two companies has brought a surprising 80% M/S in Japanese market. The KSFs in this successful market entry could be attributed to a synergy created by Modacom`s technology and design capabilities and Shinsei Corporation`s marketing capability. Modacom is trying to extend its market presence in China, USA, India and Malaysia based on its success experiences in Japan. Modacom case could be used as a new model for market entry strategy to Japanese market for damestic mid-sized IT companies with high level of technology but not with marketing capability in local market.