중국시장에서 신흥국 후발 유통기업의 성공적인 추격전략에 대한 연구

초록

This study aims to explore successful catch-up strategies of the latecomer firm from emerging economy in the Chinese retail sector. In order to provide effective strategic options for the latecomer retailer to secure competitive advantages over its incumbent, it draws upon a case of RT-Mart achieving unprecedented success in the retail sector. While most previous studies focus on latecomer firms in the certain sector such as knowledge-intensive industries, more efforts should be made to investigate strategic behaviour of latecomers in various sectors. RT-Mart is an exceptional case which deserves special attention because the latecomer success is rarely found in the retail sector where management resources and core competencies of rival firms seem to be easily imitable and the competitive intensity of industrial environment is highly severe as well. Therefore, this study utilizes the resource-based view of the latecomer firm in accounting for how firms with few resources and capacities successfully create competitive advantages over incumbents. The main findings not only extend the strategic framework for latecomer firms in the retail industry but also provide new insights into its effective strategic choices to cope with risk and uncertainty inherent in the Chinese market.

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