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Retail regulation in South Korea: The nobrand case

Title
Retail regulation in South Korea: The nobrand case
Authors
Cha J.Cho Y.Yoon Y.Choi S.
Ewha Authors
최승호
SCOPUS Author ID
최승호scopus
Issue Date
2021
Journal Title
Journal of Open Innovation: Technology, Market, and Complexity
ISSN
2199-8531JCR Link
Citation
Journal of Open Innovation: Technology, Market, and Complexity vol. 7, no. 1, pp. 1 - 15
Keywords
Case studyFranchise systemNoBrandRegulationRetailRetail policy
Publisher
MDPI AG
Indexed
SCOPUS scopus
Document Type
Article
Abstract
This study examines how NoBrand has faced legal regulations in Korea, and NoBrand’s transition to the franchise system to respond to regulatory changes (examined with a case analysis). In 2015, Emart, a Korean retail giant, launched its private brand (PB), NoBrand, to address stagnant sales. With advantages in price and quality due to supply chain management (SCM), NoBrand not only established a successful foothold, but also gained success in the market. Despite the rapid growth of NoBrand, it has faced government regulations that restrict its operations. To respond to these regulations, NoBrand changed its direct operating system to a franchise system that allows an individual owner to run his or her own NoBrand store. However, the transition triggered conflicts with both local stakeholders and other branches of its parent firm, Emart. By analyzing these conflicts, this study finds that Korean retail policy did not effectively protect small business owners as primarily aimed. © 2021 by the authors. Licensee MDPI, Basel, Switzerland.
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DOI
10.3390/joitmc7010057
Appears in Collections:
경영대학 > 경영학전공 > Journal papers
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