Business Commons^™

Cj오쇼핑의 혁신적인 소매유통전략, Sang Lin Han, Sang Hyun Lee, Sung Tae Hong

Asia Marketing Journal

CJ O shopping performs well in the mature home shopping market as they develop differentiated product assortments, valuable program and platforms, and enhance the customer service. This case examined the reason why CJOShopping needed to change their strategy and how they implement the strategy. Specifically, this case investigated how they established their new vision, why they changed their name, how they differentiated themselves in retail mix perspective, and how good their performance were. Future challenges and suggestions are discussed at the end.