The fifth mode of entry: the metaverse and the case of Blackpink’s ‘Born Pink’

Abstract

ABSTRACT The metaverse proffers untapped potential for companies’ marketing endeavours. However, limited research demonstrates how firms utilise the metaverse as a mode of entry strategy. Through a historic analysis of the global marketing activities in Blackpink’s ‘Born Pink’ album launch, this study identifies a metaverse mode of entry strategy comprising metaverse gaming, phygital products and experiences. Moreover, the article demonstrates how companies can scaffold these components to produce a borderless platform for digital engagement, direct-to-consumer distribution and immersive connections with global consumers. Journal of Marketing Management studies have yet to comprehensively recognise the metaverse as a viable means by which businesses can penetrate new global markets. The results indicate that the metaverse mode of entry is a ‘fifth mode of entry’ that complements exporting, licencing, and strategic alliances and foreign direct investment. Overall, the article bridges theoretical discourses between mode of entry and metaverse marketing literatures, facilitating a more cohesive understanding of their interplay.