Strategic Approach to Internationalization Paths of Korean Animation Companies

Abstract

This paper is based on a case study of in-depth interviews of three Korean firms that distribute animated characters. It focuses on the “born-global” model and aims to investigate the internationalization paths of the firms. Building on prior studies in the marketing and international business literature, the authors propose a conceptual framework that incorporates firm capabilities, attitudinal dimension and business strategy. The method of logical replication was applied to categorize whether a firm follows a traditional or born-global approach and reveal any differences among them. The main findings are that there are two distinct internationalization paths (traditional and born global) among animation ventures in Korea. Establishing sufficient domestic base and gradual exporting patterns are important factors in determining financial success. High brand recognition of characters influences the ability to attract investments in the local market. Prior experience and education in the related industry influence the success of the animation company both in domestic and foreign markets. Based on the findings, implications and future research directions are offered.