국내 전자상거래의 규제 및 글로벌 경쟁 이슈: 시장지배력, 데이터 주권, 아마존 효과를 중심으로

초록

The domestic e-commerce market faces internal and external issues such as the concerns of regulators over dominant IT companies and the entry of large global companies such as Amazon. In order to address these market and non-market challenges, firms need integration strategy. One way of undertaking integration strategy is to provide stakeholders with solutions and solution stores. This facilitates stakeholder engagement, ecosystem flourishment and common value creation. We suggest domestic firms to design the landscape in which community stakeholders and global companies compete in the non-market area on behalf of domestic enterprises while domestic firms conduct full-scale attack toward global ones in market area. The current debate about online gol-mok-sang-gwon or backstreet commerce right can become a strategic resource form domestic firms, The notion is not just an oxymoron. Solution stores will become a killer application. To this end, it is necessary to distinguish between data-related ownerships and licenses rights. Firms should strategically encourage securing the right to use and protecting consumer data right This will make the life of incoming global tech giants hard. In addition, domestic firms should focus on acquiring and analyzing qualitative data and process data for which consumers do not have sovereignty and in which firms can find a source of sustainable competitive advantage.

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