A Study on Performance of Korean Corporations Market Entry to Africa

The Effects of Business Strategy and Organizational Culture of Korean Companies on Market Satisfaction: The Case of the African Market

“…Choi and Choi [32] adopted the national environment and investment environment and subsequently selected the national environment, that is, political stability level and political system, as conditions for approaching the market. Ahn and Park [11] analyzed the relationship between Korean companies' entry strategies into the African markets and corporate performance. Due to the characteristics of the local market, the study selected the potential of the African markets, purchasing power as a consumer market, market growth, and political instability as detailed variables.…”

“…As Korean companies actively enter the African market, it is necessary to investigate Korean companies' perceptions of the African market in consideration of such factors as the company's internal environmental conditions, particularly business strategy and organizational culture, and market satisfaction as an external environmental condition. Previous studies related to companies entering Africa include the meaning of the launch of AfCFTA [6], investment environment, entry status [7,8], entry strategies [9][10][11], etc. These studies focus on providing basic information on the African market.…”

“…Therefore, a detailed analysis of Korean companies entering Africa remains insufficient. It is worth noting that Ahn and Park [11] comprehensively analyzed the correlative relationship between the investment environment, business strategies, and corporate performance of Korean companies. In particular, the study notes that the investment environment does not affect business strategy and corporate performance; meanwhile, satisfaction with the investment environment depends on the companies' internal conditions.…”