기업간 상생 협력을 통한 고품질 프리미엄 제품의 탄생: (주)오뚜기의 계절 한정판 라면 ‘죽장연 빠개장면’ 사례

초록

ESG management and corporate social responsibility are critical issues in modern business environments. As a result, a firm's integrity is increasingly essential for the reputation of its socially good deeds. In this case, we analyze the cooperation between OTOKI and Jookjangyeon and its synergy effect on the new product launch. This case is consistent with OTOKI's company mission, “Improving human diet and health.” We offer a comprehensive breakdown of OTOKI's market-driving strategy and 4P mix, providing a deep understanding of the company's approach. Furthermore, we outline the new product's performance and outcomes since 2023. This case provides a win-win strategy between major nationwide and small local companies. We also analyze the factors contributing to product success and discuss the practical implications for marketers and consumers.

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