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A Case Study on Naver’s Global Management - Naver Dreams of Conquering the World Through Technology

Jung Yeon Sung

Dankook University

Published: January 2022 · Vol. 26, No. 1 · pp. 83-100

DOI: https://doi.org/10.17287/kbr.2022.26.1.83

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Abstract

Based on its accumulated technology, Naver has been actively promoting overseas expansion and is operating global management in earnest. After the success of Line in Japan, which has been promoting its business for a long time, Webtoon, Snow, Zepeto, and Vlive are growing high in North America, Europe, and Southeast Asia. In particular, since 2020, Naver has successfully entered Japan, the United States, Europe and Asia, focusing on the four major areas of Line (Messenger), Content, Entertainment, and Used Transactions. The main reasons for this success in overseas expansion are six factors: advancement through high-tech technology, increased brand status, local customized module strategy, targeting Gen.Z, entrepreneurship such as CIC organization, and founder's philosophy and drive. Naver's global management model is clearly different from the offline-oriented overseas expansion shown by the four largest conglomerate groups in Korea, showing a new model of overseas expansion through technology, content, and platforms. Thus, keywords that penetrate through Naver's global management can be seen as technology, and Naver has secured its own technology in various areas such as search, commerce, advertising, content, and robots, so it is going global whenever there is an opportunity. In addition, entrepreneurship of founder also served as an important success factor. This overseas expansion approach is expected to grow very fast in the future because it has advantages of good agility, flexibility, and small risk. While non-face-to-face is expected to be prolonged due to coronavirus, platform companies such as Naver could make inroads into foreign markets online, creating a new breakthrough in the Korean industry in the future. This is because it can be connected to various overseas expansion such as securing new sales channels for domestic products and contents such as K-pop after entering online platforms. Naver's global management case will provide meaningful implications for conglomerates, small and medium-sized enterprises and small business owners who wish to advance abroad in the future.
Keywords: 네이버글로벌 경영해외 진출기술콘텐츠온라인 플랫폼