읍살라국제화과정(UIP)이론과 국제신생벤처(INV)이론 관점에서 본 플랫폼 비즈니스 기업 국제화 특성 연구

Abstract

This study attempted to examine the characteristics of the internationalization of Amazon and Alibaba, a platform business Enterprises, from the perspective of Uppsala Internationalization Process Theory and International New Venture Theory. Since platform Enterprises are different characteristics from traditional Enterprises, research on whether the internationalization process also shows different characteristics from traditional companies is very important. For this, we analyzed whether the platform business was fundamentally different from traditional businesses, and conducted a case study of Amazon and Alibaba's internationalization characteristics based on the perspective of Uppsala Internationalization Process Theory and International New Venture Theory to look at the characteristics of platform Enterprise’s internationalization. As a result of Amazon and Alibaba's case analysis, it was found that the platform business Enterprise showed similar characteristics to traditional Enterprises in the process of internationalization, but also showed very different characteristics. First, the internationalization phenomenon of platform Enterprises that show similar characteristics to traditional Enterprises is a problem of selecting an early entry market. It can be seen that not only traditional Enterprise but also platform business Enterprises are choosing a market with a close psychological distance in choosing an overseas market to enter in the early stages. In addition, like Bon-Global Enterprises and international new venture Enterprises, it was found that platform business Enterprises' entry into overseas markets is taking place very quickly after their start-ups. The main feature of the traditional enterprise's internationalization process is that almost all Enterprises initially invested very low levels of investment to reduce risks. As experience and knowledge of the local market gradually increased, investment and size also expanded. but Amazon, Alibaba and other platform business Enterprises have made very high levels of investment from the beginning of their entry. It can be seen that platform business companies choose a very centralized management method and a standardized business model strategy in managing overseas subsidiaries. One of the key findings of this study is the possibility of centralized management practice in international business management, because decentralized management has been used as a natural way of international business management. However, platform businesses were already choosing a centralized form of management in international management. In addition, some platform companies that dominate the market through the formation of industrial networks and secure unrivaled global competitiveness remind us monopolistic companies in the past. They usually have caused distortions in market competition to maximize their profits. However, although the recent platform companies have the same monopolization of the market, they offer higher efficiency to the market and more utility to consumers. This is a modern version of monopolization(Neo-Monopolization).