IRKOM Brief

This study aims to develop a structured K-Global Strategy by analyzing the successful cases of Korean companies—COSMAX, Osstem Implant, and Paris Baguette—that have not only sustained but expanded their revenues and profits amid intensifying competition in the Chinese market. While many foreign companies have exited China, these firms have continued to thrive, offering valuable strategic insights for other Korean businesses navigating global markets.

Unlike traditional Korean firms that typically strengthen their competitiveness domestically before expanding abroad, these companies have adopted two key differentiated approaches. First, they identify sources of competitive advantage in third countries, internalize these strengths in the home market, and subsequently scale into additional international markets. This strategy enhances adaptability across diverse regions. Second, they eschew vertical integration in favor of a division-of-labor model, leveraging licensing, outsourcing, and external partnerships to build a flexible global value chain. This approach enables rapid response to dynamic market environments.

Drawing on internal company data, executive and staff interviews, industry expert opinions, and consumer surveys, the study conducts an in-depth analysis of their Dynamic Capabilities. It clarifies how their global strategies differ from those of conventional Korean firms and proposes a new strategic framework for sustainable global competitiveness.

The findings will provide Korean companies with practical solutions to effectively compete against Chinese firms in international markets, particularly through third-country advantage development and agile value chain management. The study ultimately contributes to a deeper understanding of how Korean firms can strengthen their global presence in an increasingly competitive environment.