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商品編號： W49062 出版日期： 2026/03/20 作者姓名： Cotte, June;Zhang, Xiaoqing Kendall 商品類別： Marketing 商品規格： 11p 再版日期： 地域： South Korea;China;Asia 產業： Goods, trade, and consumer services 個案年度： -
商品敘述：
This case examines the strategic challenge faced by Lily Hsu, overseas regional manager for Asia-Pacific at Chacha Food Co. Ltd. (Chacha), as the company sought to expand its business in South Korea. Although Chacha had achieved broad retail distribution for its core sunflower seed products through an exclusive distributor, growth remained constrained by cultural consumption barriers and a heavy reliance on overseas Chinese consumers. Hsu had to decide how Chacha should pursue further growth in the Korean market, and in particular what distribution model best supported that objective. The decision had implications not only for Korea, but also for Chacha''s broader international expansion strategy. June Cotte is affiliated with Ivey Business School;Xiaoqing (Kendall) Zhang is affiliated with Ivey Publishing
涵蓋領域：
Sales and marketing;Business management;Marketing;International business
相關資料：
, (W49063), p, by June Cotte, Xiaoqing Kendall Zhang
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