지식서비스산업으로서 전시회의 해외진출 동기와 방법 : 국제화 이론으로 분석한 코엑스의 베트남 전시 진출 사례

Abstract

By examining Coex’s overseas expansion business project, the first overseas business trial among exhibition organizers in Korea, this study attempts to analyze the theoretical motivations and strategic approaches for overseas expansion. Compared to previous studies mainly focusing on manufacturing and service industries, this study provides a new approach to applying international business theories of the contents industry to the exhibition industry in the sense that both are in the scope of the knowledge service industry. The findings show that governments’ multi-faceted support is necessary to enhance the competitiveness of the knowledge service industry. Also, it is a critically successful point to develop a micro-level strategic approach by considering a macro-level blueprint. In addition, adopting a glocalization approach is essential for the success of overseas business expansion in the exhibition industry. This study provides meaningful theoretical foundations for future studies on the global expansion of exhibition businesses and the important political implications for Korea’s exhibition industry.