aSSIST Business Review
type: channel
language: ko
publication name: aSSIST Business Review
issn: 3092-0701
items: An Innovation Ecosystem Where Underdogs Win
items: A Study on Building a Sustainable Transportation System through the Introduction of Bicycle–Public Transport Transfer Stations
items: Vertical AI Agent Operation Strategy with K-Beauty Indie Brands as Customers
items: Navigating the Hydrogen Economy in South Korea
items: Case Study on ESG Operations in Four Major Korean Financial Groups
items: Revolution of Medical Device Distribution Structure by Expanding UDI Code
items: Market Expansion Strategy Research for Ultra-Compact Cash Recycling ATMs
items: Design Management Strategies of Japanese Lifestyle Brands
items: ESG Management Adoption Strategies for Korean SMEs
items: A Study of Sustainable Growth Strategies in Global Life Sciences Companies
items: New Raw Material Product Launch Strategy in the Biopharmaceutical Market
items: Global Market Entry Strategy for the Korean Watch Industry in the Digital Era
items: A Study on Strategies for Overcoming Crises in Cooperative Banking
items: A Study on Growth Potential and Sales Activation Strategies in the Agricultural Machinery Aftermarket
items: Exploring the Current Status and Development Potential of Korean Language Education in the Platform Era
items: Study on Acquisition Strategies for Advanced Weapon Systems Utilizing Artificial Intelligence
items: Alarm Management Innovation in the Era of Digital Transformation
items: Change Management Strategies for Establishing Algorithm-Based Decision-Making Systems in Manufacturing Enterprises
items: Engagement Diagnostics and a “3+1” Prioritization Model for Site IT team During a Large-Scale Business Unit Separation
items: Comparative Analysis of Automotive Product Planning Procedures for Electric Vehicles
items: Data Selection Strategies and Visualization Design Based on UI/UX in Smart City Platforms
items: Analysis of Changes in the Dealer Business Model of Animal Feed Companies as the Development of the Livestock Industry
items: Impact of Post-Merger Integration (PMI) on Financial Improvements and Firm Value Enhancement in Private Equity Funds (PEF)
items: A Study on the Development of the Management Consulting Market for Small-Scale Businesses
items: Developing an Agency Enhancement Program
items: Synergizing Corporate and Brand Identity
items: Golf Business Now and the Future
items: Optimizing Multi-Country Business Models
items: Research on the Role of NGOs in Reducing Corporate Environmental Impact
items: Study on Strategies for Developing Medical Healthcare Wellness Resorts in Korea

An Innovation Ecosystem Where Underdogs Win
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description: This study systematically analyzes the strategic mechanisms by which Tesla, a startup in the electric vehicle (EV) market, secured competitive advantage over traditional automakers. The automotive industry had long maintained a stable market structure centered on internal combustion engine (ICE) vehicles, but is now undergoing rapid transformation driven by tightening environmental regulations and accelerating technological innovation. Against this backdrop, Tesla overcame weaknesses such as capital shortages, low brand recognition, and limited production capacity, and established itself as the leading player in the EV market by differentiating competitive advantage through technology innovation and first-mover strategies. (1) Background/Purpose: This study examines three research questions: how Tesla leveraged technology innovation and its business model to differentiate from incumbents; how its success was translated into outcomes through strategic mechanisms; and whether the implications of the Tesla case are applicable beyond the automotive industry. (2) Study Design/Methodology/Approach: A case study methodology is adopted. Data sources include Tesla annual reports, Bloomberg New Energy Finance and IEA industry reports, Christensen’s (1997) disruptive innovation theory, Teece’s (2010) business model theory, and industry analysis materials. The analytical frameworks applied are the SER-M model (Strategy, Environment, Resource-Mechanism), mechanism-based perspective, and the Weight-Sequence model. (3) Findings: Tesla’s success results from the combination of technology-driven innovation and a customer-centric approach together with efficient allocation of limited resources. The Flex Model strategy and Techvolution strategy played critical roles in integrating cost reduction and technological innovation. OTA updates, Gigafactory-based production integration, and direct sales channels each function as distinct, reinforcing strategic mechanisms. However, the study a…
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creator: Woohee Kim
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-06-10
publication date: 2026-06-10

A Study on Building a Sustainable Transportation System through the Introduction of Bicycle–Public Transport Transfer Stations
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description: Bicycles play a vital role in sustainable urban mobility, yet they remain largely disconnected from public transport in the Seoul Metropolitan Area, limiting their potential to reduce carbon emissions, enhance mobility efficiency, and promote healthier lifestyles. (1) Background/Purpose: According to the Korea Transport Institute (2023), approximately 13.4 million South Koreans ride bicycles, with 3.3 million using them daily. Despite Seoul’s public bike-sharing service Ddareungi recording a 298-fold growth since 2010, the absence of dedicated transfer stations and MaaS (Mobility as a Service) integration restricts their widespread adoption for commuting, particularly for distances over 9 km. Infrastructure gaps, hygiene concerns, and seamless connection deficiencies discourage regular bicycle use. This study analyzes the feasibility of establishing bicycle–public transport transfer stations in the Seoul Metropolitan Area and proposes a model for their integration with K-MaaS. (2) Study Design/Methodology/Approach: The study combines quantitative analysis (transport statistics, survey of 32 metropolitan residents conducted in February 2025, Chi-Square test, WTP analysis, CO₂ reduction estimation using 208 g/km as the benchmark, and WHO HEAT model application) with qualitative analysis (prior research review, international case studies, simulation scenario design). (3) Findings: Survey results show that 93.8% of respondents would more actively use personal mobility if hygiene, storage, and transfer inconveniences were minimized. Eco-mileage integration could increase personal mobility use intention by approximately 193%. The proposed transfer stations at Digital Media City, Yeouinaru, and Sports Complex stations are estimated to yield monthly CO₂ reductions of approximately 18,720 tons. A public–private partnership (PPP) operation model with monthly subscription fees of KRW 30,000–50,000 is identified as the most economically viable approach. (4) Originality/Value: T…
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creator: SungJin Park
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-06-10
publication date: 2026-06-10

Vertical AI Agent Operation Strategy with K-Beauty Indie Brands as Customers
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description: K-beauty indie brands are achieving remarkable global growth through innovative products and compelling brand storytelling, yet they face persistent challenges including low brand recognition, limited marketing budgets, and insufficient specialized talent. (1) Background/Purpose: Advances in AI technology—particularly AI creators, AI influencers, and Vertical AI Agents—present transformative opportunities to overcome these structural constraints. This study aims to propose a Vertical AI Agent platform business model and operation strategy specifically tailored to K-beauty indie brands, exploring how AI-based marketing solutions can enhance marketing efficiency, strengthen global competitiveness, and enable late-mover indie brands to become market disruptors. (2) Study Design/Methodology/Approach: The study combines literature review, domestic and international case analysis (AI creator platforms: Synthesia, Hour One, Supertone; AI influencers: Lil Miquela, Lu do Magalu, Luna & Lshi; Vertical AI Agent applications in beauty and other industries), expert interviews, consumer surveys, and analysis of tech-industry reports from Y Combinator, Google, McKinsey, and Deloitte. Strategic planning frameworks including 3C analysis, McKinsey 7S analysis, and Business Model Canvas are applied. (3) Findings: An eight-stage Vertical AI Agent operation strategy is proposed—from AI creator collaboration and K-beauty partnership building through AI influencer development, campaign execution, platform differentiation, SaaS-integrated platform architecture, and revenue diversification—demonstrating that AI agent platforms can significantly boost marketing efficiency and brand competitiveness of K-beauty indie brands. (4) Originality/Value: This study provides a comprehensive roadmap for the implementation of Vertical AI Agent platforms in the K-beauty indie brand context, contributing a novel framework for how emerging AI infrastructure can be strategically leveraged by resource-constr…
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creator: JaeHun Kim
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-06-10
publication date: 2026-06-10

Navigating the Hydrogen Economy in South Korea
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description: South Korea’s ambitious hydrogen economy targets—including annual production of 6.2 million tons by 2040—highlight both significant growth potential and critical technology gaps that necessitate strategic engagement with overseas licensors. (1) Background/Purpose: Despite rapid global expansion of the hydrogen sector, South Korea’s domestic hydrogen production technology lags behind leading nations at approximately 60% of their capability level, and R&D investment of USD 2.6 billion (cumulative 2016–2020) falls well short of Germany’s USD 22 billion or the USA’s USD 32 billion. This business project aims to shift focus from short-term revenue generation to long-term strategic positioning by understanding the domestic hydrogen market, identifying key licensors, and forming strategic alliances to facilitate market entry. (2) Study Design/Methodology/Approach: The study combines literature review of global hydrogen strategies and IEA data with three detailed case analyses—covering liquefied hydrogen plants, hydrogen gas turbine co-firing, and hydrogen fuel cells in the marine industry—to compare domestic Korean capabilities against global benchmarks provided by leading licensors such as Linde, Siemens Energy, and PowerCell Sweden AB. (3) Findings: South Korea’s current planned hydrogen production of 30,394 tons/year stands far short of the 6.2 million ton target. Strategic licensor alliances are identified as the most viable pathway for rapid technology transfer, including PSA (Pressure Swing Adsorption), liquefied hydrogen, gas turbine co-firing, and marine fuel cell systems. Case analyses confirm that domestic players such as SK E&S, Hanwha Impact, and HD Hyundai are actively but incrementally bridging this gap through licensed technologies. (4) Originality/Value: This study provides actionable marketing strategy insights for companies seeking to enter or expand within South Korea’s hydrogen sector through licensor partnerships, emphasizing sustainable business model…
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creator: SeongJin Chang
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-06-10
publication date: 2026-06-10

Case Study on ESG Operations in Four Major Korean Financial Groups
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description: This study analyzes the ESG management activities of the four major Korean financial groups—KB Financial Group (KBFG), Shinhan Financial Group (SHFG), Woori Financial Group (WRFG), and Hana Financial Group (HNFG)—over three consecutive years (2021–2023). (1) Background/Purpose: ESG management has established itself as an indispensable strategy in the modern financial industry. Financial institutions control the flow of capital and allocate resources, making the pursuit of sustainable finance increasingly critical. This study investigates whether ESG activities in the four major groups constitute genuine virtuous-cycle management—systematically implementing policies, reviewing outcomes, and feeding back into the following year’s strategy—or remain at the level of performative policy-setting. (2) Study Design/Methodology/Approach: Sustainability management reports (ESG reports) published by the four groups over the 2021–2023 period were collected and analyzed by ESG domain (Environment, Social, Governance) with year-on-year trend comparisons. Key metrics include internal carbon emissions, renewable energy usage ratios, social contribution investment, number of ESG-related committees, and risk management training hours. (3) Findings: All four groups demonstrate continuous improvement across E, S, and G dimensions, with each group’s strategy shaped by its distinct corporate philosophy: KBFG emphasizes sustainable management, SHFG emphasizes risk management reinforcement, HNFG emphasizes digital financial service enhancement, and WRFG emphasizes ethical and law-abiding management. Carbon emissions declined steadily for all four groups, yet direct cross-group comparison remains difficult due to differing measurement standards. (4) Originality/Value: The study confirms that the four groups are not merely establishing policies but are forming genuine feedback loops between implementation and strategy. It also highlights the urgent need for unified ESG measurement and disclo…
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creator: HeeSoo Kim
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-06-10
publication date: 2026-06-10

Revolution of Medical Device Distribution Structure by Expanding UDI Code
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description: The South Korean medical device market is rapidly growing, necessitating a more efficient and reliable system for managing the supply and distribution of medical devices. (1) Background/Purpose: The current ‘Medical Device Supply Reporting’ system, which utilizes the Unique Device Identifier (UDI) code, provides a foundation for tracking medical device supplies but remains limited in scope, covering only certain classes of medical devices. Hospitals, Group Purchasing Organizations (GPOs), and government agencies operate in silos without effective communication, forcing suppliers to adapt to each system separately and imposing substantial manpower burdens. This study aims to analyze the current distribution structure, evaluate the effectiveness of the existing UDI system, and propose a comprehensive framework for expanding and optimizing the UDI code system to revolutionize medical device distribution in South Korea. (2) Study Design/Methodology/Approach: The study employs a combination of qualitative and quantitative methods, including literature review, case analysis of Edwards Lifesciences Korea using ERP system data and customer service interview insights, comparison against international UDI standards (U.S. FDA, EU MDR/IVDR), and stakeholder analysis. (3) Findings: Based on four years of order data (2020–2023), approximately 38% of consignment replenishment orders were received through cold calling and 47% via GPO-operated sites, with CSRs required to manually monitor 71 separate GPO sites daily. The UDI supply reporting system has increased administrative workload without addressing root-cause inefficiencies in the distribution structure. (4) Originality/Value: This paper strongly proposes the introduction of an Electronic Data Interchange (EDI) system integrated with UDI codes to create an automated, unified solution that maximizes supply chain efficiency, enhances medical device management reliability, and ultimately improves patient safety.
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creator: KyoSung Kum
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-06-10
publication date: 2026-06-10

Market Expansion Strategy Research for Ultra-Compact Cash Recycling ATMs
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description: H Company (Hyosung TNS), a global financial automation solutions provider holding over 55% market share in Korea and more than 62% in the U.S. retail ATM market, launched an ultra-compact cash recycling ATM in the U.S. market in February 2023. However, two years after launch, adoption rates and sales performance remained below expectations. (1) Background/Purpose: This study investigates the key reasons why H Company’s ultra-compact cash recycling ATM has not achieved expected performance in the U.S. market and proposes strategic directions for accelerating market expansion. (2) Study Design/Methodology/Approach: A case study approach combined with data-driven analysis is employed, integrating market environment review, competitive benchmarking (NCR Atleos, Diebold Nixdorf, Genmega), customer segmentation (banking and retail/IAD), and internal performance analysis. Frameworks applied include PEST analysis, SWOT analysis, STP strategy, and the 4P marketing mix. (3) Findings: Three key factors behind slow diffusion are identified: limited acceptance of cash recycling functionality in the U.S. retail market where most transactions remain withdrawal-only; insufficient integration with ATM processing networks and financial systems; and the relatively high unit price (USD 6,500–8,500) compared to low-cost cash dispensers (USD 1,500–5,000). These issues stem primarily from misalignment with market structures and ecosystem incentives rather than product deficiencies. Analysis of 100 trial-produced units (65 shipped, including 50 in pilot operation via eGlobal) and 1,020 Cajera Plus units supplied to Cash Depot confirms that while the technology receives positive market reactions, ROI demonstration and processing/settlement integration remain critical gaps. (4) Originality/Value: Five strategic directions are proposed: expand ATM value-added services (remittances, bill payments, cryptocurrency, lottery); strengthen cooperation with processing companies and financial institut…
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creator: SangHwan Kweon
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-06-10
publication date: 2026-06-10

Design Management Strategies of Japanese Lifestyle Brands
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description: This study analyzes the impact of design management on corporate success using MUJI and Tsutaya Bookstore, two representative Japanese lifestyle brands, as case studies. (1) Background/Purpose: As globalization and digitalization accelerate, Japanese companies have faced competitive stagnation since the 2000s. The Japanese Patent Office’s 2018 ‘Design Management Declaration’ called for design to be integrated from the earliest stages of business strategy, prompting many companies to adopt design management. This study aims to analyze how design management, driven by executive leadership, contributes to corporate innovation and competitiveness, and to derive practical guidelines for other companies. (2) Study Design/Methodology/Approach: The study uses literature review and case analysis centered on the SER-M model (Subject, Environment, Resource, Mechanism) to systematically evaluate design management success factors across four dimensions. (3) Findings: MUJI achieved sustainable growth by redefining its brand philosophy through design management during a business crisis, reducing costs and maximizing operational efficiency through the ‘Cost Visualization’ technique and the MUJIGRAM manual. Tsutaya Bookstore transformed the bookstore concept into a cultural platform based on the philosophy of ‘designing a lifestyle,’ creating a differentiated consumer-centric brand experience through spatial design, experiential marketing, and data-driven curation strategies. (4) Originality/Value: These two cases demonstrate that design management can enhance corporate competitiveness through the realization of brand philosophy, emotional connection with consumers, and implementation of sustainable management strategies. The SER-M model provides a systematic framework for understanding the integrated conditions necessary for effective design management.
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creator: HyeJin Goo
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-06-10
publication date: 2026-06-10

ESG Management Adoption Strategies for Korean SMEs
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description: ESG (Environment, Social, Governance) management has emerged as an essential strategy in the modern corporate environment for ensuring sustainability and competitiveness. Beyond mere corporate social responsibility, ESG management serves as a critical driver of long-term corporate growth and investor trust, especially as global challenges such as climate crises, social inequality, and demands for corporate transparency intensify. However, small and medium-sized enterprises (SMEs) face structural challenges in adopting ESG management. Limited resources, the burden of initial costs, a lack of skilled personnel, and insufficient systematic support hinder SMEs from effectively integrating ESG practices. (1) Background/Purpose: This study explores strategies to overcome these challenges by examining the theoretical foundation and significance of ESG management, reviewing prior studies to identify the primary challenges SMEs encounter, and proposing policy approaches and support frameworks required to address these challenges. (2) Study Design/Methodology/Approach: Based on case studies using MSCI ESG Ratings, EcoVadis, and the Korea ESG Standards Institute evaluations, the study examines companies such as Vestas Wind Systems, Ball Corporation, Orsted A/S, First Solar Inc., Milliken & Company, Pulmuone, and Hanssem. (3) Findings: Three essential conditions for successful ESG adoption in SMEs were identified: financial support from government and public institutions to alleviate initial costs; establishment of collaborative networks with stakeholders; and provision of systematic and continuous education and consulting. (4) Originality/Value: This study presents concrete strategic recommendations including financial incentives, collaborative network development, and tailored support programs to facilitate ESG implementation among Korean SMEs.
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creator: SeungHeon Lee
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-06-10
publication date: 2026-06-10

A Study of Sustainable Growth Strategies in Global Life Sciences Companies
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description: Global life science companies are taking significant steps to become more environmentally friendly by integrating sustainability into their operations and products. For corporate survival, maintaining a sound financial structure is crucial. However, now more than ever, it is essential to also address non-financial risks to ensure sustainable growth, as global protectionism is intensifying and ESG regulations are likely to be used as non-tariff barriers between nations. (1) Background/Purpose: This study focuses on the environmental (E) aspect of ESG, especially for the single-use products issue which is critical in the whole industry, and aims to analyze how leading global life sciences companies manage environmental factors as part of their strategies for sustainable growth. (2) Study Design/Methodology/Approach: This study uses a mixed methods approach combining both qualitative and quantitative research. The qualitative analysis involves case studies and a review of relevant literature, while the quantitative analysis compares sustainability performance data to evaluate results across companies. SASB (Sustainability Accounting Standards Board) indicators are used to provide a consistent and standardized way to measure and evaluate each company's environmental performance. (3) Findings: Global life science companies have introduced innovative ways to reduce greenhouse gas emissions, save resources, and improve the recyclability of single-use products. Despite achievements, managing the waste from single-use products remains a challenge. All three focal companies—Thermo Fisher, Merck, and Danaher—demonstrate significant progress in Scope 1 and Scope 2 carbon emission reductions but still require improvement in Scope 3 emissions reduction. (4) Originality/Value: By leading in sustainability, these companies not only meet environmental regulations but also stand out in the competitive biopharmaceutical market. Future success will depend on expanding efforts, fosterin…
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creator: JeongKeun Lee
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-06-10
publication date: 2026-06-10

New Raw Material Product Launch Strategy in the Biopharmaceutical Market
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description: The global biopharmaceutical industry presents significant growth potential, with substantial investments and business expansions underway not only in global markets but also across Asia, where many governments have prioritized biopharmaceuticals as a key growth driver. (1) Background/Purpose: Despite growing demand for new raw materials driven by innovations in mRNA vaccines, viral vectors, antibody-drug conjugates (ADCs), and bispecific antibodies, Avantor recorded zero revenue in the biopharmaceutical raw materials market in the Asia, Middle East, and Africa (AMEA) region in 2022. This study analyzes how Avantor successfully overcame this challenge through the A3 Project, achieving revenues of $2,740,805.32 within ten months—a 680% excess over the initial $400,000 target—and derives strategic implications for new product launches in the biopharmaceutical supply industry. (2) Study Design/Methodology/Approach: This research applies the Kaizen/A3 lean methodology, incorporating process mapping (current and future state), problem definition, root cause analysis using the 5 Whys technique, and Fact/Opinion/Guess (F/O/G) analysis. Competitive analysis employs Porter's Five Forces model and SWOT analysis. Voice of Customer (VoC) interviews were conducted with AMEA pharmaceutical clients to identify unmet needs. (3) Findings: The root causes of zero revenue were identified as: insufficient product knowledge across all departments; lack of marketing and regulatory documentation; absence of internal training programs; limited sample availability with long lead times; inadequate competitive intelligence; and insufficient collaboration between global headquarters and regional offices. Process lead time was reduced from 741 days to 196 days through infrastructure optimization. Twenty action items were executed across four domains: internal infrastructure, marketing and branding, technical application support, and internal capability development. (4) Originality/Value: This s…
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creator: WonHyun Hwang
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Global Market Entry Strategy for the Korean Watch Industry in the Digital Era
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description: The global watch industry is undergoing significant transformations driven by technological advancements, shifting consumer preferences, and the widespread proliferation of digitalization. Traditionally dominated by Swiss, Japanese, and German brands, the industry now faces mounting challenges from emerging markets including the United States, China, and Hong Kong. (1) Background/Purpose: The Korean watch industry stands at a critical crossroads of challenges and opportunities. Historically concentrated on low-cost quartz watches and component manufacturing, Korea is grappling with declining domestic production and a growing reliance on imports. Despite strong domestic demand for luxury brands such as Rolex and Omega, Korean brands lack global recognition and competitive standing. This study explores strategies for Korean watch brands to strengthen their presence in the global market. (2) Study Design/Methodology/Approach: This research employs qualitative methods, integrating Porter’s Five Forces industry analysis, case studies of iconic brands (Rolex and Audemars Piguet), consumer segmentation analysis by age, income, and gender, and an assessment of digitalization’s impact on the watch industry including e-commerce, social media, and smartwatch technologies. (3) Findings: Key factors influencing consumer preferences include historical legacy, technical excellence, brand value, exclusivity, and investment appeal. Porter’s Five Forces analysis reveals significant competitive pressures from established rivals, the threat of new entrants and replicas from China and Hong Kong, the growing substitution threat of smartwatches, high supplier bargaining power due to movement monopolies, and sophisticated buyer demands for scarcity and personalization. Digital transformation—through e-commerce platforms, influencer marketing, and smartwatch integration—emerges as an essential growth driver. (4) Originality/Value: This study proposes three strategic directions for Korean wa…
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creator: GyuHo Eom
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

A Study on Strategies for Overcoming Crises in Cooperative Banking
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description: Cooperative banking has long served as a community-oriented, people-friendly financial institution. Based on trust and solidarity, it has provided customized financial services to rural areas and the socially underprivileged who face difficulty accessing traditional financial institutions, contributing to the revitalization of local economies. (1) Background/Purpose: This study analyzes the crises facing cooperative banking in Korea, focusing on the case of the National Agricultural Cooperative Federation (NACF)'s mutual finance, and proposes concrete strategic responses for its sustainable development. NACF mutual finance, which developed alongside Korea's rural economy since the 1960s to address predatory lending, now faces serious threats from intensified regulatory burdens, rural depopulation and aging, and the rise of fintech competitors. (2) Study Design/Methodology/Approach: The study employs literature review, case analysis, and policy analysis. Domestic cases include Toss Bank and Kakao Bank, whose digital innovation strategies are examined for applicable implications. Overseas cases include the Netherlands' Rabobank and France's Crédit Agricole, whose sustainability strategies, crisis experiences, and recovery methods are analyzed. (3) Findings: Three core strategies for overcoming the current crises are identified: (i) development of a differentiated digital platform model leveraging agricultural data unique to NACF; (ii) strengthening of inclusive finance identity through community cooperation with local governments; and (iii) relaxation of regulatory barriers including restrictions on non-member service usage, individual lending limits, and disproportionate provisioning requirements. (4) Originality/Value: This study provides a comprehensive, institution-specific strategic roadmap for NACF's mutual finance by integrating digital innovation approaches from leading fintech institutions with sustainability-centered lessons from globally successful cooperat…
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creator: KwanSoo Moon
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

A Study on Growth Potential and Sales Activation Strategies in the Agricultural Machinery Aftermarket
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description: This study provides an in-depth analysis of the growth potential of the agricultural machinery aftermarket and strategies to revitalize sales. (1) Background/Purpose: The agricultural machinery aftermarket plays a critical role beyond mere parts replacement—it extends machine lifespans, maintains performance, improves agricultural productivity, and increases farm income. As agricultural machinery has become highly complex, incorporating automation, digitization, and precision farming technologies, the need for specialized aftermarket services has intensified. This study aims to analyze the aftermarket structure of domestic and overseas agricultural machinery markets, identify success factors from leading global companies, and propose concrete sales activation strategies for domestic companies. (2) Study Design/Methodology/Approach: The research employs literature review of academic papers, industry reports, government policy documents, and market analyses; case analysis of successful domestic and international aftermarket companies; and quantitative data collection on market size, growth rates, and customer trends. The study also applies 4P marketing analysis and benchmarks John Deere's key business strategies including its Tiered Portfolio and JDLink telematics system. (3) Findings: The agricultural machinery aftermarket is growing steadily driven by smart farming adoption and increasing machine lifespans, but faces challenges including intensifying global competition and technological gaps. Global leaders—John Deere, CNH Industrial, and Kubota—command large market shares through innovative services such as online parts platforms, remote support, customer loyalty programs, and telematics-based data analytics. John Deere's Tiered Portfolio provides customers parts at various price points and quality levels, while its JDLink system enables predictive maintenance, remote support, and customized agricultural consulting. (4) Originality/Value: This study proposes concre…
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creator: JangHoon Lee
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Exploring the Current Status and Development Potential of Korean Language Education in the Platform Era
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description: This study explores the current state and development potential of Korean language education in the platform era and proposes successful platform development strategies. (1) Background/Purpose: With the global spread of Korean popular culture (K-Pop, K-dramas, K-films) and the internationalization of the Korean economy, interest in learning Korean has increased worldwide. The advent of the platform era has eliminated barriers of time and space and opened new possibilities for Korean language education. This study aims to analyze the impact of platform technology on Korean language education, compare various platform types, assess user satisfaction, and propose a strategic roadmap for platform development. (2) Study Design/Methodology/Approach: The study employed literature review, platform case analysis (focusing on the King Sejong Institute Foundation’s five platforms), market analysis, and a questionnaire survey of 52 foreign Korean language learners from 11 Asian countries conducted via Google Forms in November–December 2024. (3) Findings: Platform technology significantly impacts Korean language education, with diverse platforms providing varied learning experiences. Analysis of Sejong-Hakdang platforms identified key problems: insufficient interconnectivity, content shortages and delayed updates, limited learner interaction, insufficient personalized learning features, and inadequate promotion. Survey results showed learners prefer free platforms, value diverse content and user-friendly interfaces, and have high demand for AI-based conversation, writing correction, and VR/AR learning features. (4) Originality/Value: Based on the findings, this study proposes six strategic directions for Korean language education platform development: (1) technological innovation and global collaboration using AI, big data, VR/AR, and metaverse technologies; (2) personalized learning experiences through AI-based adaptive systems; (3) enhanced learner interaction and community ac…
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creator: WooShin Lim
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Study on Acquisition Strategies for Advanced Weapon Systems Utilizing Artificial Intelligence
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description: With the advancements and widespread application of Fourth Industrial Revolution (4IR) technologies—including artificial intelligence (AI), big data, the Internet of Things (IoT), and Autonomous Transportation Systems—these scientific and technological developments are influencing not only civilian industries but also military science and technology sectors. (1) Background/Purpose: South Korea's military acquisition process still lags behind, reflecting outdated standards that fail to align with the rapid advancements in military science and technology. The current weapon acquisition process may take considerable time to integrate advanced weapon systems, leading to technological obsolescence. This research examines the current state and challenges of South Korea's weapon acquisition system, reviews acquisition strategies of allied countries, and proposes strategies for the South Korean military to adopt advanced technologies such as AI in weapon systems. (2) Study Design/Methodology/Approach: This study employs case analysis, examining relevant legislation, organizational practices, and comparative cases from South Korea, the United States, the United Kingdom, Australia, Sweden, Germany, China, and Japan. Literature review was conducted using prior research results, official government documents, internet sources, and mass media materials. (3) Findings: Advanced nations have recognized the necessity of rapid acquisition systems and are implementing related legislation and organizational reforms, while South Korea's rapid acquisition system—including the Rapid Prototype Acquisition Program introduced in 2020—has achieved limited practical results. Newly acquired weapon systems may still face technological obsolescence. (4) Originality/Value: This study proposes two strategic recommendations: operating a rapid acquisition system that considers the pace of military science and technology advancement, and rapidly acquiring AI-applied advanced weapon systems through evo…
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creator: KyuSang Choi
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Alarm Management Innovation in the Era of Digital Transformation
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description: Effective alarm management in the plant industry is essential for improving safety and productivity. (1) Background/Purpose: Current alarm management systems face critical issues including excessive alarm generation, inappropriate priority settings, unnecessary alarms, and alarm chattering, which increase operator burden and risk the oversight of critical alerts. Industrial accidents such as the 2005 Texas City Refinery explosion demonstrate the potentially catastrophic consequences of alarm overload. This study examines the current limitations of traditional alarm management and explores how AI technology can address these challenges. (2) Study Design/Methodology/Approach: This research analyzes the Industry 4.0 infrastructure prerequisites required for AI-based alarm management implementation, reviews existing solutions from major automation vendors (Emerson AgileOps and Honeywell Experion), and evaluates AI application potential across key industrial sectors. (3) Findings: AI-based alarm management systems can significantly enhance efficiency through intelligent priority setting, predictive analytics, customized alarm configuration, and integrated data visualization. Semiconductor chemical and oil refining industries are identified as sectors where AI alarm management adoption is most urgently needed. (4) Originality/Value: This study provides a comprehensive framework for understanding the conditions necessary for successful AI-based alarm management adoption, offering strategic insights for manufacturing enterprises seeking to leverage Industry 4.0 capabilities to enhance competitiveness, safety, and operational efficiency.
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creator: ChanWoo Park
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Change Management Strategies for Establishing Algorithm-Based Decision-Making Systems in Manufacturing Enterprises
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description: This study analyzes the impact of advancements in artificial intelligence (AI) technology on corporate decision-making systems, focusing on the challenges that arise during the transition to algorithm-based decision-making. (1) Background/Purpose: AI replaces traditional decision-making that relied on human experience and intuition by enabling more precise and faster judgments through data analysis. Although AI-based forecasting and optimization algorithms play a crucial role in supply chain management (SCM) within the manufacturing sector, there are few successful implementation cases. The primary reasons for failure are insufficient change management and inadequate user trust. (2) Study Design/Methodology/Approach: This study employs an MVP (Minimum Viable Product)-based change management model, grounded in a case study of a food and beverage (F&B) company’s implementation of a demand forecasting system. The Simple Exponential Smoothing (SES) algorithm was chosen as the MVP model, supported by Davis’s (1989) Technology Acceptance Model (TAM), which identifies perceived usefulness and perceived ease of use as key factors in technology acceptance. (3) Findings: The MVP-based demand forecasting system led to a 30% improvement in forecasting accuracy by building initial user trust through comparison of model forecasts with sales team forecasts. Workforce burden was reduced by 25%, and company revenue increased by 5% after system adoption. (4) Originality/Value: The MVP-based change management model provides a replicable methodology for companies across industries to reduce adoption risks, build user trust, and achieve successful AI-driven SCM transformation through incremental implementation and continuous improvement.
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creator: DaeHo Hwang
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Engagement Diagnostics and a “3+1” Prioritization Model for Site IT team During a Large-Scale Business Unit Separation
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description: Large-scale business unit separations require an IT operating model transition from shared services to stand-alone capabilities, often under compressed timelines and temporary du-al-environment conditions. In such contexts, the separating entity’s Site IT must sustain day-to-day operations while simultaneously executing transition work (migration readiness, validation, change communications, knowledge sharing, and cross-team coordination). This dual mandate increases exposure to burnout and disengagement risk, particularly when ex-ecution enablement (information, access, tools, and resources) is constrained or when cross-team coordination mechanisms are insufficiently defined. This project conducted a tailored Pulse Check Survey to assess the Site IT employee experience using a 5-point Likert scale combined with open-ended questions across six domains: Value Proposition Alignment, Workload, Recognition, Autonomy, Collaboration, and Opportunity. The survey yielded 33 responses and was administered with anonymity as the default while encouraging respond-ents to provide Region/Geography information to enable regional comparison and re-gion-specific action planning. Domain-level findings indicate comparatively strong Align-ment (4.3/5.0) and internal Collaboration (4.2/5.0), while Workload (3.9/5.0) and Recognition (3.8/5.0) are weaker. Item-level signals identify constraints in workload manageability (3.8), recognition frequency/visibility (3.8), enablement through infor-mation/access/tools/resources (3.9), and cross-team collaboration support (3.9). Based on synthesis and leadership alignment, the project proposes a focused action framework con-sisting of three globally shared priorities—Recognition, Tools & Autonomy, and Cross-Team Collaboration—augmented by a region-selected “+1” priority to reflect geographic variation, thereby forming a “3+1” prioritization model. The report translates these priorities into an actionable portfolio and a repeatable measure–act–reme…
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creator: RakWon Lee
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Comparative Analysis of Automotive Product Planning Procedures for Electric Vehicles
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description: The global automotive industry is undergoing a paradigm shift toward electric mobility, driven by environmental concerns, regulatory pressures, and evolving consumer preferences. This study examines the comparative product planning strategies of BYD and Hyundai Motor Company, two prominent players with distinct approaches to electric vehicle (EV) development. Focusing on their strategic methodologies, development timelines, and market impacts, this study provides valuable insights into the dynamics of the rapidly expanding EV market. BYD has emerged as a leader in EV production through vertical integration and rapid innovation, with proprietary technologies such as the Blade Battery enabling cost-effective production and superior safety features. BYD’s accelerated product development cycles, often under three years, reflect its ability to swiftly adapt to market demands. In contrast, Hyundai’s approach emphasizes modular platform design, exemplified by its Electric-Global Modular Platform (E-GMP), allowing scalability and high-quality standards across its EV portfolio. The comparative analysis reveals that BYD’s agility and cost efficiency enable it to capture emerging market opportunities, while Hyundai’s focus on quality and sustainability secures its position in competitive, mature markets. This study concludes that integrating the agility of BYD with Hyundai’s meticulous quality assurance could serve as a model for optimizing EV product development.
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creator: Jaehyuk Lee
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Data Selection Strategies and Visualization Design Based on UI/UX in Smart City Platforms
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description: This study examines the optimization of data selection and visualization in smart city information platforms, focusing on the Anyang Smart City Information Platform. Smart cities generate vast amounts of data to address urban challenges and improve citizen-centered services. The effective management of this data is essential for prioritizing critical information and ensuring its usability in real-time decision-making and policy planning. Smart city platforms integrate diverse data sources, including IoT sensors, geospatial data, and public service records. However, the volume of available data necessitates a structured approach to filter out redundant or irrelevant information. Prioritization mechanisms based on factors such as urgency, reliability, and applicability ensure that decision-makers and monitoring personnel access the most relevant data when needed. This research aims to establish a framework for prioritizing real-time and static data using the Analytic Hierarchy Process (AHP), considering factors such as reliability, timeliness, and relevance. Additionally, it seeks to design UI/UX strategies that improve data accessibility for key stakeholders, including monitoring staff and policymakers, while implementing visualization techniques that allow complex datasets to be interpreted more intuitively. Findings indicate that strategic data selection enhances platform efficiency by ensuring that critical urban data is highlighted according to predefined priorities, reducing information overload and enabling more effective decision-making. The Anyang case offers a replicable framework for other municipalities seeking to enhance their data-driven decision-making capabilities. Future research could explore the integration of AI-driven predictive analytics to further refine data selection processes and enhance proactive urban planning.
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creator: Seok Yeong Go
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Analysis of Changes in the Dealer Business Model of Animal Feed Companies as the Development of the Livestock Industry
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description: This study analyzes the growth of the animal feed industry in South Korea and the changes in the dealer business model of feed companies, focusing on the case of Cargill Agri Purina. With rapid economic growth, the consumption of various forms of animal protein increased significantly in South Korea, with per capita meat consumption nearly doubling from 31.9 kg in 2000 to 62.9 kg in 2023. The swine industry reached 10.99 million head in 2023, while Hanwoo cattle grew to 3.56 million head, driven by policy changes including carcass grading systems, branding initiatives, and the establishment of the Hanwoo Association. The feed industry recorded a cumulative production milestone of 20 million tons in 2019. In response to the scaling and industrialization of livestock farms, the dealer business model evolved from simple purchase-and-resale to comprehensive service provision encompassing customized advisory, logistics, technical support, and regulatory compliance assistance. The study identifies five key implications: the growing strategic importance of dealers as service providers; the necessity of tailored farm-specific services to build long-term relationships; the need for continuous expertise development in livestock technology; the imperative to support farms in meeting environmental regulations; and the need for flexible long-term strategies accounting for farm owner aging and generational succession.
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creator: Chan Young Lee
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Impact of Post-Merger Integration (PMI) on Financial Improvements and Firm Value Enhancement in Private Equity Funds (PEF)
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description: Private Equity Funds (PEFs) acquire companies and implement Post-Merger Integration (PMI) strategies to enhance financial performance and maximize firm value. This study empirically analyzes the impact of financial improvements achieved through PMI on firm value growth. To accomplish this, successful PMI cases—Blackstone's acquisition of Hilton and Skylake's acquisition of Outback Steakhouse Korea—are examined, while the failed Daimler-Benz and Chrysler merger serves as a comparison case. The core empirical analysis focuses on Companies A and B, in which the researcher directly executed PMI, leading process improvements and financial restructuring. Through hands-on involvement, strategies for cost reduction, revenue enhancement, capital structure optimization, cash flow improvement, and the establishment of a Sales and Operations Planning (S&OP) system were implemented, contributing to financial stability and increased profitability. In Company A, where PMI was successfully completed, EBITDA increased from a deficit in 2018 to KRW 145 billion in 2023, and ROIC improved from -3.7% to 11.2%. DCF modeling indicates that Company A's firm value increased approximately threefold from KRW 80 billion at acquisition to KRW 236.4 billion. Company B, still in the early PMI stage, experienced a temporary profitability decline due to increased investment costs but demonstrated long-term firm value appreciation potential. These findings confirm that PEFs should view PMI as a strategic tool for sustained corporate growth and competitive advantage, not merely a financial restructuring process.
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creator: Hyunho Won
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

A Study on the Development of the Management Consulting Market for Small-Scale Businesses
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description: This study conducts an in-depth analysis of the necessity and structural challenges of the management consulting market for small-scale businesses and proposes strategies and approaches for its systematic development. Small-scale businesses account for the vast majority of all companies in South Korea yet continuously struggle with management improvement due to insufficient capital, manpower, and expertise. These businesses require external consulting for tasks such as ISO certification, management certification, government subsidy utilization, and digital transformation (DX) projects including smart factories and smart stores. However, they find it difficult to obtain quality consulting at a reasonable cost, given a market structure dominated by large consulting firms and a shortage of standardized services and specialist personnel. To explore this, two real-life consulting project cases were analyzed: Company A (retail and online distribution) and Company B (manufacturing in the parts/metal processing sector). Common problems identified include (1) financial and manpower constraints, (2) uneven consultant capabilities, (3) short-term, document-focused approaches, and (4) lack of post-consulting maintenance. Addressing these requires (a) standardized consulting models and improved professional competency, (b) an ecosystem built through government assistance and private sector collaboration, and (c) extended digital transformation consulting paired with robust follow-up systems. By defining the small-scale business consulting market as an independent domain, this study underscores the need for specialized consultants, collaborative platforms, and sustainable support systems involving government entities, industry associations, and financial institutions.
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creator: Min Su Kim
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Developing an Agency Enhancement Program
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description: This study aims to develop an educational program to strengthen agency among middle-aged adults based on their life transition experiences, responding to the growing recognition of midlife as a period of transformation and second growth rather than decline. Using a qualitative research approach, six adults aged 45–50 with midlife transition experiences were purposively sampled and subjected to semi-structured in-depth interviews (90–180 minutes) conducted between August and October 2024. Data were analyzed through grounded theory procedures of open coding, axial coding, and selective coding. The analysis reveals three dimensions: the structure and meaning of life transition experiences, educational needs during transition, and agency-enhancing factors at personal, relational, and social levels. Based on these findings, a four-module educational program is proposed comprising the stages of 'Looking Back,' 'Preparing,' 'Designing,' and 'Moving Forward,' designed to organically integrate and create synergy. This study contributes to the field of adult education by providing a conceptual framework for agency-oriented lifelong learning programs for midlife adults.
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creator: Okhee Jeong
creator: Jeongmyung Gim
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Synergizing Corporate and Brand Identity
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description: The bio industry, encompassing biotechnology, pharmaceuticals, and advanced therapeutics, is experiencing unprecedented growth driven by rapid innovation, strategic global expansion, and increasing demand for personalized medicine. Within this dynamic and competitive landscape, companies face the complex challenge of balancing a unified corporate identity with the distinct brand identities of their specialized business units. This study focuses on GC Cell, a global leader in cell and gene therapy, as a case study for exploring the integration of corporate and brand identities across four key business units: Cell Therapy Product, R&D, CDMO, and Bio Logistics. Using a qualitative methodology comprising a literature review, comparative case studies of Roche and Novartis, and stakeholder interviews, the study identifies opportunities and challenges in achieving brand coherence and differentiation. Key findings reveal tensions between operational silos and cross-unit synergies, and between stakeholder-specific messaging and corporate consistency. Strategic recommendations include adopting a hybrid brand architecture, centralizing brand governance, launching cross-brand campaigns, leveraging digital platforms, and embedding ESG initiatives into branding strategy. This study serves as both a reflection on GC Cell's current branding practices and a strategic roadmap for optimizing corporate-brand alignment.
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creator: Jabin Yun
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Golf Business Now and the Future
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description: This study examines the historical development process of golf in terms of cultural, industrial, and historical aspects, and aims to suggest future development strategies for the golf industry focusing on brand marketing. Golf has evolved from a pastime with origins in 15th-century Scotland to a global industry, transitioning from an aristocratic activity to a diversified, brand-driven market further revolutionized by screen golf. The COVID-19 pandemic accelerated golf's popularity as a socially distanced sport while simultaneously introducing new challenges related to economic uncertainty, ESG commitments, and digital transformation. The Korean golf industry, in particular, faces the dual challenge of preserving domestic market uniqueness while enhancing global competitiveness, requiring strategies that reflect shifting consumer behaviors, generational preference differences, and the need for sustainable business models. This study applies the SER-M analytical framework to identify industry-level conditions, challenges, and improvement directions, and offers strategic suggestions for the future development of the Korean golf industry.
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creator: Janghee Lee
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Optimizing Multi-Country Business Models
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description: Recent shifts in global supply chains and localization demands have amplified the need for effective Multi-Country Business (MCB) frameworks. For South Korean manufacturers, these frameworks address critical challenges in regulatory compliance, cultural adaptation, and operational scalability. This study explores the essential components of an effective operational framework for Multi-Country Business (MCB), using Carl Zeiss's framework as a case study. The research emphasizes the importance of scalability, adaptability, and transparency in creating systems that align local expertise with global strategies, supporting South Korean manufacturing companies expanding overseas. The Carl Zeiss model demonstrates how structured processes and tools can mitigate operational challenges—including financial misreporting, compliance risks, and coordination inefficiencies—while fostering collaboration across subsidiaries. South Korean manufacturers benefit from tailored MCB frameworks that optimize supply chains, enhance collaboration and trust between multinational companies and clients, and ensure effective navigation of local regulations and cultural differences. By adopting these principles, MNCs can overcome operational challenges, drive innovation, and ensure long-term growth and resilience in an increasingly interconnected world.
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creator: Soomin Woo
creator: JeongHo Pyo
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Research on the Role of NGOs in Reducing Corporate Environmental Impact
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description: We are currently facing serious environmental crises such as climate change, biodiversity loss, and natural destruction, with climate refugees already emerging and damage growing increasingly severe. One of the main causes of these crises is human production and consumption activities, with corporations at the center. This study explores how environmental NGOs can play a role in reducing corporate environmental impact, achieving sustainability goals, and preventing greenwashing through the case studies of corporate partnerships with WWF (World Wide Fund for Nature). By analyzing previous research, the study examines the types of relationships between NGOs and corporations and highlights the roles and limitations of NGOs in addressing environmental issues. WWF's corporate collaboration processes are analyzed, and global and domestic partnership cases—including Toyota, P&G, Coca-Cola, Citibank Korea, and E-Mart—are reviewed to shed light on the positive effects and limitations of NGO–corporate partnerships. While these partnerships significantly contribute to corporate environmental accountability, challenges including greenwashing, voluntary goal-setting limitations, and the need for long-term multilateral collaboration are identified. This study provides directions for building more effective and sustainable NGO–corporate collaboration models.
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creator: Jiyea Hong
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30

Study on Strategies for Developing Medical Healthcare Wellness Resorts in Korea
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description: (1) Background/Purpose: The COVID-19 pandemic has profoundly reshaped consumer lifestyles and travel patterns, placing health, safety, and privacy at the forefront of tourism decisions. Wellness resorts have emerged as one of the fastest-growing destinations in the post-pandemic era. While the global wellness tourism market is projected to expand from USD 6.3 trillion in 2023 to USD 8.99 trillion by 2028 (GWI, 2024), South Korean wellness resorts remain constrained by regulatory restrictions that limit the integration of medical and wellness services. (2) Methodology: This study employs a mixed-methods approach combining a literature review of post-pandemic consumer behaviour and global wellness trends with in-depth case analyses—domestic (The WE Premium Health Resort, Healience Sunmaeul, PARK ROCHE Resort) and international (Chiva-Som Health Resort, RAKxa Integrative Wellness Retreat Bangkok Resort)—using SWOT analysis. (3) Findings: Post-pandemic consumers increasingly prefer small-group, private, and health-centred travel experiences. Successful global wellness resorts share three core success factors: personalised healthcare programmes, advanced digital health technology, and sustainable operations. Domestic Korean resorts demonstrate competitive strengths in natural resources and traditional healing, yet face systemic barriers including fragmented medical-tourism legislation, insufficient professional workforce, and a lack of integration with global health insurance networks. (4) Originality/Value: This study proposes a Korean-model medical wellness resort framework that integrates traditional Korean healing, modern medical technology, digital healthcare, and long-stay programmes. Strategic recommendations include legislative reform to allow medical-wellness convergence, establishment of standardised certification, development of AI-assisted personalised health programmes, and global marketing leveraging K-Wellness brand identity.
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creator: Heejung Lee
rights: Copyright (c) 2026 aSSIST Business Review https://creativecommons.org/licenses/by-nc-nd/4.0
date: 2026-05-30
publication date: 2026-05-30