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Oligopolistic Rivalry Theory: LG Electronics, Inc.)

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Oligopolistic Reaction Theory (Oligopolistic Rivalry Theory)
This theory “gives further reason for MNEs to follow others” (Fitzgerald, 2015, p.3). In order to maintain market shares and gain potential sales revenue, firms follow their competitors to overseas market. Korean firms follow “bold internationalization strategies, which were not entirely sustainable give their competences or ownership advantage. In market-seeking or export-preserving cases, a combination of protectionist threats and oligopolistic rivalry has pushed Korean firms to venture onto risky markets.” (Sachwald, 2013, p. 368). Oligopolistic reaction theory suggests that Korean firms expand overseas to maintain balance with rivals, and to enhance image. (Cherry, 2001, p.21). …show more content…

209). According to a study by Han (1992) cited by Lee and Ruffini (1999), “the oligopolistic structure of the Korean electronics industry may have been one of the most important factors fuelling the investment of the top three chaebol in Europe.” (p.194) The small size of the Korean market pushes even dominant firms overseas to gain protect their market share (Lee and Ruffini, 1999, p.194).
3.3 LG Electronics, Inc.
LG Electronics, Inc, is a global leader and technology innovator in consumer electronics, mobile communications and home appliances. According to LG.com (2015), LG employs 83,000 workers in 128 locations worldwide. With global sales of USD 55.91 billion (KRS 59.04 trillion), LG is one of the world’s leading producers of flat panel TVs, mobile devices, air conditioners, washing machines and refrigerators. (LG.com, 2015). LG’s internationalisation effort to is to adopt certain relations “by means of active involvement in foreign expansion rather than merely perform as a passive investor” (Jung and Dong, 2009, p. 128). According to Porter’s Diamond model, one of the factors for expansion overseas is due to cost reduction and technology learning (Jung and Dong, 2009, p.129). Due to China’s low …show more content…

As a result, it has significantly reduced its production costs. According to figures by Moon cited by Jung and Dong (2009), about 98% of LG’s employees in China are local works, and more than 80% of resources and components are locally sourced (p.129). Regarding technology learning, LH has invested abroad to learn about or to access foreign technology. For example, LG Electronic purchased a 5% share of Zenith in 1991 (p.129). “The main purpose of the investment was to acquire knowledge of ‘flat screen TV’ technology and to acquire a brand name. LG Electronic subsequently increased its stake in the company to 57.7% in 1995 and eventually took over the company in 1999 (p.130). According to Alvis (2012), Korean electronics manufacturers are expanding to Central Europe to take advantage of the region’s well-educated, inexpensive work force, and its proximity to European markets (p.2). According to Dunning’s OLI paradigm,

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