The New Silk Road of BLACKYAK

Tae-Sun Kang, Young-Hee Ko and Dong-Sung Cho
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Tae-Sun Kang: Seoul School of Integrated Sciences and Technologies, Korea
Young-Hee Ko: Seoul School of Integrated Sciences and Technologies, Korea
Dong-Sung Cho: Cheung Kong Graduate School of Business, Beijing, China

Asian Case Research Journal (ACRJ), 2018, vol. 22, issue 02, 325-355

Abstract: BLACKYAK, a native brand founded over 40 years ago, is considered to have driven the growth of Korean outdoors market, the secondlargest single-country outdoors market in the world. It has seen remarkable achievements in Korea, and is now aggressively expanding to overseas markets in an attempt to develop the BLACKYAK version of ‘Silk Road’.BLACKYAK is taking aggressive measures to establish development processes and core capabilities that meet the global standard by entering Europe, the home of the outdoors market. It is implementing collaborative strategies to promptly make up for its weak points compared to local demands, such as adopting a product development strategy of applying high functionality to BLACKYAK’s differentiated designs and recruiting local marketers.This case study will analyze the core capabilities that enabled BLACKYAK’s global expansion as well as the limitations it must overcome, and research effective global expansion strategies in-depth based on the above.

Date: 2018
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DOI: 10.1142/S0218927518500141

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