Research Article
Youngone Corporation’s Entry Strategy in Bangladesh: Focusing on Overcoming Institutional Voids
1 Seoul National University
Published: January 2021 · Vol. 25 · pp. 51-70
DOI: https://doi.org/10.17287/kbr.2021.25.0.51
Full Text
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.
