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The New Silk Road of BLACKYAK

    https://doi.org/10.1142/S0218927518500141Cited by:0 (Source: Crossref)

    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.

    This case was prepared by Dr. Tae-Sun Kang and Associate Professor Young-Hee Ko of Seoul School of Integrated Sciences and Technologies, Korea, and Professor Dong-Sung Cho of Cheung Kong Graduate School of Business, Beijing, China, as a basis for classroom discussion rather than to illustrate either effective or ineffective handling of an administrative or business situation.

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