지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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초록· 키워드
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The social commerce industry, which opened a new era of consumption, has experienced explosive growth and spread into oversea markets in a surprising speed recently. Through the case of industry originator GROUPON`s expansion in major overseas markets, this research attempted to deepen the understanding of social commerce industry and we found that the reason of different performance outcome due to the entry timing, entry mode and localization strategy in each oversea market. And high-quality providers and keeping close relationship with local providers is also required. This case study focused on comparison of GROUPON`s different experience and performance in France, Korea and China, by which the implication on decision making process and implementation of global strategy can be derived.
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