한국기업의 브랜드 국제화에 관한 탐색적 연구 = 고유브랜드 전략의 특성을 중심으로

다국어 초록 (Multilingual Abstract)

This paper examines the characteristics of brand marketing vs. OEM arrangements in export marketing strategy. A survey was conducted with Korean exporters and several interesting characteristics were found as follows. First, the exporters employing brand marketing strategy were found to engage in independent market research. Second, they also tend to export products whose levels of quality are as competitive as to those of competing products from industrialized countries, and whose level of price shows a similar characteristic. Finally, the exporters employing brand marketing were found to believe that brand marketing would contribute to their competitiveness in export markets.