Business implications for Korean products entering multicultural Malaysian market

• Autorzy: Nathan Robert Jeyakumar , Yang Heesoon , Chung Jae-Eun , Jin Byoungho Ellie , Jeong So Won , Nasution Reza Ashari

Identyfikatory

DOI

10.17512/pjms.2020.22.2.19

Warianty tytułu

PL

Implikacje biznesowe dla koreańskich produktów wprowadzanych na wielokulturowy malajski rynek

• Języki publikacji: EN

Abstrakty

EN

With the introduction of foreign products in Malaysia, the business and management dimensions of conventional businesses are challenged and require learning and adaptations to cater for introduction of foreign products in the local market. Malaysian culture looks simple on the outset, but woven in complex intricacies over decades of interactions between her people who are multicultural and lingual, compounded with different faith/religion of the people. These factors have impact to the business operations and management of both foreign and local companies in Malaysia. This study investigates the acceptance of Korean products among Malaysians by focusing on the Korean country image and cultural impact to Malaysian consumers. Qualitative research was conducted using Online Focus Group Discussions (FGD) technique, explained using content and thematic analysis. Ten Malaysian participants comprising of Malays, Chinese and Indians participated in two separate Online FGDs. This study identifies various themes including ‘respect for elders’, ‘valuing relationship’, ‘projection of boldness and confidence’ and ‘cautious followers’ among others, that explain Malaysians’ perception towards Korean products. These findings could help businesses from Korea by suggesting attributes that need to be taken into consideration in order to effectively reach the Malaysian audience.

PL

Wraz z wprowadzeniem zagranicznych produktów do Malezji, wymiar biznesowy i zarządzania konwencjonalnych przedsiębiorstw jest wyzwaniem i wymaga nauki i adaptacji, aby zapewnić wprowadzenie zagranicznych produktów na lokalny rynek. Kultura malezyjska na początku wygląda na prostą, ale przez dziesięciolecia spleciona w złożone zawiłości między jej ludźmi, którzy są wielokulturowi i językowi, połączeni z różnymi wyznaniami / religią ludzi. Czynniki te mają wpływ na działalność biznesową i zarządzanie firmami zagranicznymi i lokalnymi w Malezji. Niniejsze badanie dotyczy akceptacji koreańskich produktów wśród Malezyjczyków, koncentrując się na wizerunku kraju koreańskiego i wpływie kulturowym na malezyjskich konsumentów. Badania jakościowe zostały przeprowadzone techniką Online Focus Group Discussions (FGD), wyjaśnione za pomocą analizy treści i analizy tematycznej. Dziesięciu uczestników z Malezji, w tym Malajów, Chińczyków i Hindusów, wzięło udział w dwóch oddzielnych FGD online. W tym badaniu zidentyfikowano różne tematy, między innymi „szacunek dla starszych”, „wartościowanie relacji”, „projekcja śmiałości i pewności siebie” oraz „ostrożni naśladowcy”, między innymi, które wyjaśniają sposób postrzegania produktów koreańskich przez Malezyjczyków. Te ustalenia mogą pomóc firmom z Korei, sugerując cechy, które należy wziąć pod uwagę, aby skutecznie dotrzeć do malezyjskiej publiczności.

Słowa kluczowe

EN

Korean country image; foreign products entrance; online focus group; multicultural consumers; thematic analysis

PL

koreański wizerunek kraju; wejście produktów zagranicznych; grupa fokusowa online; konsumenci wielokulturowi; analiza tematyczna

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2020
• Tom: Vol. 22, No. 2
• Strony: 277--290
• Opis fizyczny: Bibliogr. 61 poz.

Twórcy

autor

Nathan Robert Jeyakumar

• Multimedia University, Faculty of Business

autor

Yang Heesoon

• Sangmyung University, Department of Fashion & Textiles

autor

Chung Jae-Eun

• Sungkyunkwan University, Department of Consumer Science/Convergence Program for Social Innovation

autor

Jin Byoungho Ellie

• North Carolina State University, Wilson College of Textiles, Department of Textiles and Apparel, Technology and Management

autor

Jeong So Won

• Inha University, School of Global Convergence Studies

autor

Nasution Reza Ashari

• Institut Teknologi Bandung, School of Business and Management

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2021).