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Research Article

Youngone Corporation’s Entry Strategy in Bangladesh: Focusing on Overcoming Institutional Voids

KANG, Sung Yong1 · Myung Moo Lee1 · Yun Ho Kim1

1 Seoul National University

Published: January 2021 · Vol. 25 · pp. 51-70

DOI: https://doi.org/10.17287/kbr.2021.25.0.51

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Abstract

Youngone Corporation established an OEM garment manufacturing plant in Bangladesh in 1980. The business environment of Youngone Corporation has passed the BoP 1.0 stage, which recognizes the low-income market in emerging countries as a consumer market. Now they are entering the BoP 2.0 phase, which recognizes low-income people as business partners and contributes to improving their quality of life and increasing their income. Emerging market is different from the developed market in which institutions and systems are complete. There are various institutional voids in this market, making it difficult for MNCs to enter emerging market. In order to overcome institutional voids and succeed in emerging markets, economic, social and environmental resources must be integrated. Joy and Paquin (2016)'s triple layer business model canvas is consistent with the overall view of the business model of the company. It is receiving attention as an integrated tool for analyzing. This study investigated the various institutional voids that Youngone Corporation faced when entering the Bangladesh market and examined the process of overcoming the institutional voids through the study of the three-tier (economic, environmental and social) business model canvas. In addition, based on the concept of BoP 2.0, we presented a sustainable win-win development plan that Youngone Corporation will expand in the local market.
Keywords: 제도적 공백3계층 비즈니스 모델지속가능성방글라데시영원무역