Global Business Team Projects, GlobalMBA Cohort 2021/22

Analysis of the Competitiveness of the South Korean Automobile Industry During the Transformation to E-Mobility

Ekaterina Arzhenovskaya, Paul Jeckel, Rachael Mach, Patrick Weber

The structure of the global automobile industry has shifted drastically in recent years. Factors such as climate change, globalization, and sustainable development have led to a new era in which automobile manufacturers have rapidly scaled up the production of electric vehicles in hopes of increasing market share and winning the EV race. The aim of this paper is to analyze the competitiveness of the South Korean automobile industry during its transformation to e- mobility. The first part of this thesis provides an overview of the characteristics of the global automobile industry with a focus on global vehicle production, trade, government regulations, corporate strategies, and trends. This information will clarify the position of South Korea’s automobile industry in relation to the rest of the world and thereby strengthen the analytical argumentation about its competitiveness that is presented in subsequent sections. Specific environmental aspects used for the competitive analysis follow the theoretical framework identified in Michael Porter’s Diamond model. The thesis concludes by reconciling positive and negative influences identified in the main body of the thesis, making general assertions about the competitiveness of the South Korean automobile industry and its ability to adapt to rapidly changing consumer demand.

Analysis of South Korea’s Energy Transition

Courtney Ardizzoni, Lena Fuchs, Zuzanna Jastrzebska, Sebastian Szykula

The following thesis focuses on the energy transition in South Korea, which is currently reshaping the structure, competitive landscape, and environment of the renewable energy industry in the country. The reader can find a comprehensive analysis of this industry with a particular focus on the three key sectors driving the energy transition: Solar Photovoltaics, Wind, and Hydropower. To gain an in-depth understanding of the current dynamics of the sectors, a SWOT analysis is conducted. Based on this, a comparison will be drawn to show how various government and corporate approaches, as well as other external factors, influence the three sectors differently. As a result, the paper identifies similarities and differences faced by the sectors in South Korea.

The Era of Digital Disruption in South Korea: An Analysis of Internet of Things in the Electronics Industry

Kelsey Langley, Kristina Radke, Svenja Steinort

The main objective of this thesis is to identify implications for the supply (businesses) and demand (consumers) in the disruptive Internet of Things industry in South Korea. A general industry overview of the global electronics industry gives a basis in terms of industry trends, government initiatives, and trade structures. Initial insights are drawn through an introduction to the Internet of Things through an analysis of the technology’s past and current state. The Gartner Hype Cycle shows the position and impact that IoT technologies have on the current and future environment. The specific overview of IoT in South Korea situates the country as a first mover worldwide. Smart Homes, Smart Cities, and Smart Factories are named the main focus areas of IoT usage in Korea. The demand and consumer behavior in each of the three areas are analyzed to show overall IoT potential. A Technology Acceptance Model is used as a guideline to crystallize motivators to buy smart devices. The smart city, Songdo, is often recognized as a worldwide pioneering project in IoT technology advancement. To identify the supply of IoT, the three major telecommunication companies: SK Telecom, KT Corporation, and LG Uplus are researched. The section is additionally supported by two electronics manufacturers: LG Electronics Inc. and Samsung Electronics. To combine the two sides of the market, implications have been derived from the 360-degree perspective for both consumers and businesses in light of the disruptor, IoT in South Korea.

The Development of the Video on Demand Industry: A Life Cycle Perspective

Vivien Axt, Nicola Dallas, Julia Hennig, Kajetan Wilczak

The aim of this study was to examine the evolution of the Video-on-Demand industry in three different countries, namely the USA, Poland, and South Korea, utilizing an Industry Life Cycle approach. The retrieved findings provide an overview of the different industry developments in the respective Life Cycle stages and help to identify similarities and differences in external environments, industry rivalry and strategies employed. The US, Poland and South Korea were selected for research, as they appear to currently be at different stages of industry development. To fully understand the structure and the evolution of the Video-on-Demand industry, an analysis of external business environment and industry competitive dynamics was conducted for each of the Life Cycle stages in each of the three discussed countries based on secondary data. Finally, an expert interview was conducted to consolidate or invalidate the research findings. The study revealed that all three countries were in fact, in the three different hypothesized Life Cycle stages – namely, the US in the maturity stage, Poland in the growth stage and South Korea in the introduction stage – with Poland and South Korea on the verge of entering the next respective phase. It further found significant differences between the national Video-on-Demand industries rooted both in the country-specific external environment and the evolution of competition within the industry. This study is limited to the analysis of the development of the VoD industry in three specific countries, which restrains conclusions on a global scale.