News 게시판목록 | Sungkyunkwan University ( SKKU ) SKK GSB

SKK GSB, the #1 MBA school in Korea for 12 consecutive years

Sungkyunkwan University SKK Graduate School of Business (SKK GSB, Dean Eric Chuan-Fong Shih) has been consistently ranked as South Korea's top MBA program by the Financial Times (FT) for 12 consecutive years. It boasts an impressive global ranking among the top 100 MBA programs, securing the 27th position for Return on Investment, 45th for Career Progress, and 14th for International Experience. SKK GSB has dedicated significant efforts to cultivate MBA programs that are attuned to the rapidly evolving demands of this era. Director Eric Shih has emphasized the importance of business analytics in recent years, stating, “Business analytics has emerged as a crucial element in decision-making, innovation, and strategic planning. We recognize its significance and have diligently integrated robust business analytics modules into our curriculum. By equipping students with the ability to interpret, analyze, and leverage data, we empower them to excel in the future business landscape.” Furthermore, SKK GSB actively facilitates global career opportunities for MBA students through various initiatives. These include dual-degree tracks with prestigious business schools in the United States and Europe, full scholarships for outstanding candidates pursuing multiple degrees, and exchange student fellowships. The Career Center provides support for both domestic and international employment, while online classes cater to those residing and working in different regions. These diverse programs and structures are designed to foster the career development of our students. ► Curriculum Tailored for the Data Age All MBA programs at SKK GSB incorporate data analytics into their curricula. Students can take courses such as Financial Analytics, Marketing Analytics, People Analytics, Operations Research, and Decision Analytics to gain expertise in data and AI. For those seeking deeper specialization, there are dedicated programs like Business Analytics MBA and AI MBA, offering in-depth knowledge in fields such as AI, machine learning, deep learning, natural language processing, and technology management. ► Dual-Degree Tracks and Scholarships for Global Careers Not limited to full-time MBA students, professionals pursuing part-time programs like the Professional MBA and Executive MBA (EMBA), as well as the Business Analytics MBA, have the opportunity to earn MBA or MS dual degrees from the prestigious Indiana University Kelley School of Business. SKK GSB facilitates this by having Kelley School professors deliver weekend classes in South Korea (EMBA), offering online courses for Kelley School's MS programs, or providing a pathway to complete Kelley School's full-time MBA program after studying in South Korea for 1.5 years. These dual-degree tracks provide efficient and cost-effective ways for students to obtain U.S. degrees, with over 30% of Professional MBA graduates participating in the Kelley School dual-degree program and EMBA students graduating with both an Indiana University Kelley School MBA degree. The full-time MBA program at SKK GSB also offers fellowships for dual degrees and exchange students to enhance students' global competitiveness through partnerships with excellent international institutions. Exceptional students participating in Study Abroad Programs at renowned foreign business schools receive full tuition waivers. ► Strengthened Career Development Programs with Outstanding Outcomes SKK GSB places a strong emphasis on enhancing career development programs. From the moment students enroll, they receive personalized career coaching and access to a variety of programs. Additionally, the school offers support for international job placements through foreign career service experts. The impressive employment outcomes of this year's full-time MBA graduates, who have embarked on new careers at leading companies such as AWS, EY, IBM, SK Telecom, McKinsey & Company, and Hyundai Engineering, are a testament to the effectiveness of these initiatives. ► Online Learning Opportunities for Remote Workers and Weekend MBA Programs SKK GSB offers weekend programs such as the EMBA, Business Analytics MBA, and AI MBA. Starting this year, remote workers and residents in remote areas can also pursue the Professional MBA program through online courses. This flexibility allows individuals to develop both global and data analytics competencies while balancing their work commitments. SKK GSB provides a diverse range of MBA programs, including full-time MBA (day/1.5 years), Professional MBA (evening/2 years), Executive MBA (weekend/1.5 years), Business Analytics MBA (Saturday/2 years), and AI MBA (contract-based/ Saturday/2 years). With the exception of the AI MBA, all programs are conducted entirely in English. The school is currently recruiting new MBA students for the 2024 academic year, with application deadlines in October and November for various programs. Detailed information and application instructions can be found on the school's website (gsb.skku.edu) or by contacting the admissions office at Tel. 02-740-1520, 1530, 1712. Original article(Korean): https://www.mk.co.kr/news/special-edition/10837475
- 작성일 2023-09-27
- 조회수 94272
[Alumni Interview] Kim Dong Won (Indiana-Kelley-SKK GSB Executive MBA, class of 2021)

I have worked in various global corporations such as the American Chamber of Commerce in Korea, Pfizer, and Philip Morris International for over 20 years, primarily in roles related to international cooperation and policy. Currently, I serve as the Executive Vice President for External Affairs at Moderna, a global pharmaceutical company producing COVID-19 vaccines using mRNA technology. There were three key reasons for choosing this MBA program. Firstly, it was particularly appealing because it was the only EMBA program in Korea conducted entirely in English. Given the necessity of English communication skills in building a career in multinational corporations, I believe that Kelley – SKK GSB EMBA, with its 100% English instruction and a majority of foreign professors, would be immensely beneficial. Secondly, compared to the usual two-year MBA programs, it offered the advantage of obtaining a world-class MBA degree within a relatively shorter period of 1.5 years, which was crucial for executives balancing work and career management. Lastly, the Dual MBA aspect was pivotal. Being able to attend classes from both Sungkyunkwan University's SKK GSB and Indiana University's Kelley School of Business professors while based in Korea had a decisive impact on my choice. Looking back three years after graduation, it was a truly excellent decision. Over 70% of my fellow graduates, who embarked on this journey with me, have achieved remarkable results, either by securing better positions at new companies or receiving promotions within their current organizations. This clearly demonstrates the significant contribution of the Kelley – SKK GSB EMBA program to the career development of its students. In my case, I successfully transitioned to new roles twice after completing my MBA and received promotions each year for the past three years. My salary has also seen a significant increase in proportion. The Kelley – SKK GSB EMBA program played a substantial role in these achievements. Firstly, the MBA credential itself created a highly positive image during job interviews. It was not just the name value of Kelley – SKK GSB EMBA but also the perception that completing an MBA program while working demonstrates commitment and dedication. Secondly, the MBA network was invaluable. I received substantial support from my MBA peers and alumni in terms of advice and references during each job transition. This aspect becomes even more influential as you climb the corporate ladder. Lastly, the program provided continuous motivation. Before entering the program, I was already on an executive track and wasn't actively seeking new challenges or opportunities. However, during the MBA journey, I couldn't help but be inspired by the highly capable, passionate, and diverse individuals I encountered. After working in the same field for over two decades, it's natural to become complacent and lose sight of new dreams and opportunities. The EMBA period allowed me to meet experts and professionals from different fields, engage in discussions, and constantly strive to set higher goals for myself. One of the most rewarding aspects of completing the program was the friendships I formed with 32 colleagues who share similar values and goals, and these are friendships that will last a lifetime. In fact, just last weekend, I went on a 1-night, 2-day trip with four of these families. Unlike other connections, MBA classmates, who share similar objectives and thoughts, quickly form strong bonds. The network I gained during this journey holds exceptional value. The Kelley – SKK GSB EMBA program is an ideal choice for professionals looking to take their careers to the next level. It is particularly appealing to executives and CEOs in multinational corporations or major domestic companies. Among my fellow graduates, some have relocated to overseas headquarters or ventured into new fields using the knowledge gained from the EMBA program. I highly recommend this program to those who seek to meet a 'better version of themselves.'. Original Article (Korean): https://www.mk.co.kr/news/special-edition/10837477
- 작성일 2023-09-27
- 조회수 94514
[Maeil Business News] SKK GSB Prof. Nah Lee 'Data-Driven Marketing'

The explosive growth in the field of data science has significantly elevated the importance of outcome-oriented marketing, driven by diverse data analysis and tools, as well as marketing strategies grounded in quantitative insights. Professor Nah Lee at SKK GSB teaches courses in Digital & Social Media Analytics and Pricing Strategy, helping MBA students build essential marketing competencies and skills required in the data-driven era. Her lectures actively engage students by delving into contemporary business cases from leading media and entertainment companies. One such case study from 2022 is Netflix's introduction of an ad-supported pricing plan. Despite its previous reluctance to incorporate advertisements, Netflix adopted a pricing strategy in April 2022 that involved reducing existing membership fees and introducing ads following a more than 30% drop in its stock price. Additionally, the marketing strategy shifted from content promotion to branding the 'Netflix' name, as evident in the tagline, "What's on Netflix these days?" To understand the validity of such strategies and their impact on business decisions, it's crucial to grasp Netflix's revenue determination structure and the variables influencing it. As competition to attract customers among various platforms increased, Netflix also significantly increased its investment in original content, which resulted in heightened content prices. Consequently, the importance of advertising revenue became more pronounced, making it no longer optimal for Netflix to stick exclusively to ad-free plans, even if users dislike ads. Following the introduction of advertising, Netflix's revenue improved, and its stock price saw an upturn in the latter half of 2022. Professor Nah Lee emphasizes in her lectures that platform management decisions are outcomes of economic theory and thorough data analysis, showcasing the limitless possibilities of analytics and data in the business field. The course, Digital & Social Media Analytics, revolves around team projects where students collect and analyze social media data firsthand. They explore what insights can be derived from real data and how those insights can impact businesses. For instance, projects involve analyzing the impact of Elon Musk's tweets on Tesla, cryptocurrency, Twitter stock prices, and more. Students also analyze social data from before the introduction of Apple Pay to predict potential synergies between Apple Pay and Apple devices, as well as Hyundai Card. MBA students reflect on instances from their professional experience where they could have benefited from utilizing digital data more effectively, experiencing firsthand the process of using data to arrive at more concrete conclusions. Professor Lee’s background in systems engineering, coupled with her doctoral degree in marketing after passing through operations management, equips her with strengths in data science and quantitative marketing models. She emphasizes that in the era of vast data, marketers should have the ability to selectively analyze data and make comprehensive judgments based on precise theories within complex contexts. She underscores that, "In this era, interdisciplinary thinking is more critical than technical education, and MBA talents who can think comprehensively based on theory and data analysis skills will be increasingly needed. Original article (Korean): https://www.mk.co.kr/news/special-edition/10837476
- 작성일 2023-09-27
- 조회수 94229
[Global Leading Scholar] Prof. Suil Pae

Prof. Suil Pae of SKK GSB is gaining attention both domestically and internationally for his remarkable academic achievements and contributions to accounting research. His research focuses primarily on the role of accounting information in organizations and markets, particularly in corporate voluntary disclosure. Not only is Prof. Pae establishing new theories in the accounting field, but his empirical research also forms a significant foundation for related applied research. Over the past two decades, Prof. Pae has solidified his position as a leading accounting scholar by publishing numerous papers in internationally renowned journals. Thanks to his contributions to accounting theory, he is ranked fourth internationally for the publications in the area of analytical modeling over the past 25 years (1998–2022). These publications have been in global top-tier academic journals including Contemporary Accounting Research, Journal of Accounting and Economics, Journal of Accounting Research, Review of Accounting Studies, and The Accounting Review. An additional paper published in The Accounting Review in January this year further adds to Prof. Pae’s achievements, as does another article awaiting publication in Management Science. Prof. Pae has also served as an editorial board member for academic journals, including Review of Accounting Studies (2001–2009) and Contemporary Accounting Research (2003–2010). Furthermore, engaging with both domestic and international graduate students and professors, Prof. Pae has delivered numerous special lectures on corporate disclosure theories, thereby contributing to the education of future scholars. Because of these research accomplishments and contributions, Prof. Pae was honored with academic awards from the Korean Accounting Association and the Korean Academy of Management in 2022 and 2023. For more detailed information about Professor Suil Pae's research, please visit https://sites.google.com/view/suilpae
- 작성일 2023-08-30
- 조회수 121439
[Invitation] ICIG Forum on Sep 4th - 'Climate crisis, the great shift of wealth'

Sungkyunkwan University SKK GSB will host the third "Investing in Climate, Investing in Growth (ICIG) Forum" of this year on September 4th. In this forum, Professor Jong Ho Hong from the Graduate School of Environmental Studies at Seoul National University will deliver a lecture on the topic of "Climate Crisis, The Great Shift of Wealth." Professor Hong, who gained significant attention for his book of the same title published earlier this year, was also awarded the 2023 Jeong Jin-ki Media Culture Award. Date: September 4th, 2023 (Monday) from 5:00 PM to 6:00 PM Topic: "Climate Crisis, The Great Shift of Wealth" Speaker: Professor Jongho Hong, Seoul National University - Ph.D. , Professor of Economics, Graduate School of Environmental Studies Registration Lik (click) - The online participation link will be sent to you after registration. Notes: - The lecture will be conducted in Korean, but Q&A in English - Simultaneous interpretation is available for the on-site forum participants only. (English subtitles for online participants) The on-site forum is open to SKK GSB students and faculty, while online participation is also available for all. We hope for your keen interest and active participation. Best regards, SKK Graduate School of Business 감사합니다. SKK GSB
- 작성일 2023-08-23
- 조회수 36218
[Maeil Business News Korea] SKK GSB Prof. Youngju Nielsen "Global Trend of Bank Regulations"

[Maeil Business News Korea] Prof. Youngju Nielsen from SKK GSB recently had a column published in Maeil Business News Korea with the title "Global Trends in Banking Regulation." Her column highlighted financial authorities' initiatives to enhance the banking sector by converting local banks into commercial banks and by promoting new bank licensing to foster competition and diversity. Fintech companies often want to be licensed as banks so they can accept deposits acceptance and provide loans, while big tech companies tend to prioritize service and technology provision over traditional banking due to regulations and social responsibilities. Prof. Nielson's article supports policy changes aligned with the evolving financial market and stresses the need for regulatory measures that demonstrate learning from past incidents, such as flawed risk management.
- 작성일 2023-07-18
- 조회수 1132
Full-Time MBA Alumni Younjae Lee (CEO of K Enter Holdings)

Youngjae Lee, an alumnus of SKK GSB Full-Time MBA Class of 2015, who is the CEO of K Enter Holdings, has announced his plans to list the company on the Nasdaq market. The company, valued at 800 billion Korean won, will merge with Global Star, a U.S.-based special purpose acquisition company (SPAC), and is expected to be listed on the Nasdaq market in December. Upon completion of the merger process, the company aims to leverage its intellectual property (IP) assets by pursuing new business opportunities. Full article: (Kor) https://www.hankyung.com/finance/article/2023062023841 (Eng) https://www.koreatimes.co.kr/www/biz/2023/06/126_353179.html
- 작성일 2023-06-22
- 조회수 95819
Alumni Interview_Chanjoong Kim (Indiana Kelley-SKK GSB Executive MBA class of 2021)

“I have gained more than dual degrees through the Indiana Kelley–SKK GSB Executive MBA.” I am Kim Chan-Joong, an Indiana Kelley–SKK GSB Executive MBA graduate from the Class of 2021. I am currently working as a manager at PwC Consulting Operations Headquarters. Before pursuing my MBA, I worked for over 11 years in various sectors of DL Group (formerly Daelim Group), including the Trading Division, Chemical Business Division, and Holding Company. At PwC Consulting, I leverage my experience in the EPC/chemical industry to work primarily on projects involving end-to-end process improvement, digital innovation, and new business development for chemical, energy, and EPC companies. (EPC: Engineering, Procurement, Construction, Commissioning) Why did you choose the Indiana Kelley–SKK GSB Executive MBA? There were several reasons why I chose the Indiana Kelley–SKK GSB Executive MBA program. The first reason is that it offers a dual degree, the 1+1 MBA program. Being able to receive MBA degrees from both Indiana University Kelley School of Business and Sungkyunkwan University SKK GSB was very appealing to me. I liked that the program was operated jointly by both business schools and conducted entirely in English. Significant attractions were the synergy created by the combined faculty from both schools, and the opportunity to be part of the alumni networks of both SKK GSB and IU Kelley. I considered it a valuable opportunity to "Buy one, get three or more" rather than "Buy one, get one" regarding the value I could gain from the program. I had a strong desire to expand my professional network through an MBA program, so I initially focused on EMBA programs among various types of MBA programs. However, most domestic EMBA programs were targeted toward executives, or required a minimum of 10–15 years of work experience, creating high entry barriers. On the other hand, the SKK GSB EMBA program allowed applicants with eight years’ work experience to apply. I therefore had no reason to hesitate since I was precisely at the eight-year mark. It seems that people typically pursue MBA programs primarily for three reasons: career transition, networking, and knowledge enrichment. Likewise, I also wanted to enhance my business knowledge and skills through an MBA program. With all the classes conducted in English, I had the opportunity to learn from passionate and experienced professionals and engage in lively discussions. It was an honor to be surrounded by highly motivated and competent classmates and to spend a year and a half in this EMBA program. What did you learn in the MBA course to help you with your work? When I transitioned from the Strategy Planning Team to the Finance/IR Department, I was tasked with competitor analysis and stock valuation for peer groups. It would have been quite daunting if I had only experienced strategic planning tasks. However, during the EMBA program, specifically in the Corporate Finance course, we had a team assignment that involved comparing and analyzing the financial soundness of target companies based on stock valuation methodologies and various economic indicators. I utilized the analysis tools I had developed during that assignment to complete my management report successfully. In the Effective Negotiation course, we conducted a simulation exercise called "Recruiter Role," which involved negotiations between job seekers and employers. This assignment proved very useful when negotiating my salary during a job transition. Although it was initially approached as a simulation exercise for learning purposes, I took the role-play sheet very seriously during my actual salary negotiation. As a result, I reached agreements in directions where the company couldn't provide certain things due to its position. In return, I negotiated for more than I initially wanted. Did the MBA course help your career? After graduating from the Indiana Kelley–SKK GSB Executive MBA program, I had two job transitions, and it also helped me move to my current position at PwC Consulting. It had an impact because, during job interviews for positions requiring experience, the focus is usually on work experience. However, I received questions about my MBA experience right from the start. Thanks to this, I stood out to many interviewers. I received higher evaluations for having an MBA and for demonstrating a passion for the MBA program alongside my professional experience. What was the best or most memorable thing in your MBA course? One of the most memorable experiences was creating a subject-specific mentoring system among classmates struggling with their studies. For example, for finance or accounting courses, we had classmates who held the CFA certification; for communication courses, we had classmates working in PR agencies; and for digital courses, we had classmates from Microsoft. In this way, different classmates who were knowledgeable in specific areas would explain complex concepts efficiently and take the time to answer any questions. As a result, the time required to understand and delve deep into unfamiliar subjects was significantly reduced. Our overall understanding of the subjects also improved significantly. By willingly investing their time and effort in pursuing the collective benefit rather than competing, the entire cohort was able to progress. In this period, we all experienced the ideal organizational model. What was the most challenging part of your MBA program? Finding a proper balance between family, work, and studies was challenging. As a student, I had a three-year-old child and was also on the verge of a job promotion. In addition to attending classes on Friday evenings and all day on Saturdays, there were case study reviews, various assignments, quizzes, and exam preparations to handle. Juggling work, parenting, and MBA studies felt overwhelming initially. Regarding academic challenges, there were initial difficulties in adapting, but they were quickly resolved thanks to the mentoring system among classmates, as mentioned earlier. Surprisingly, parenting issues were also resolved with the help of MBA peers. Along with five classmates with children of a similar age, we regularly took our kids to kids’ cafés, art activities, farms, and hands-on experiences on Sundays and public holidays. It was called the "Daddy, Where Are We Going?" gathering. This gave our children memorable experiences and our spouses much-needed relaxation time. It also helped change our families’ mindset to support our MBA journey actively. Of course, it was also a time to bond even more closely with peers in similar situations. At that time, I worked in the Strategic Planning Department, where many tasks involved researching unfamiliar industries or sectors based on management directives. In such cases, I benefited greatly from the diverse backgrounds and expertise of my EMBA peers, who had 10–20 or more years of experience in various industries. In addition, I listened to detailed explanations about industry trends and structures from industry experts, which helped streamline my research process and significantly reduce the time for trial and error. Please advise those considering beginning their MBA program. Your present situation results from countless choices you made in the past. Just like I did, you are grappling with numerous reasons why you should pursue an MBA program and many other reasons why you don't have to. However, compared to those who haven't even started contemplating, you have already taken significant steps. Consider whether the regrets of choosing a particular path or the lingering sense of missed opportunities and guilt for not selecting other courses weigh more heavily in your mind. Then, make wise decisions.
- 작성일 2023-06-12
- 조회수 83088
SKK GSB, hosted Korea Study Tour for Kelley School of Business at Indiana University students

SKK GSB hosted Korea Study Tour for Kelley School of Business at Indiana University students SKK GSB, led by Dean Eric Chuan Fong Shih, conducted the Korea Study Tour program from May 12th (Fri) to May 20th (Sat) for 24 undergraduate students from Indiana University's Kelley School of Business. SKK GSB and Indiana Kelley School have a collaborative dual-degree program and maintain a close exchange and cooperation relationship. Based on this, SKK GSB planned and organized this program. The Korea Study Tour program focused on the theme of "Business Trends and Solutions in Korea: Innovation." It provided students with the opportunity to visit various domestic institutions and companies leading innovation in their respective fields and learn in-depth about South Korea's economic development since the Miracle on the Han River. Starting with a special lecture by SKK GSB's Vice Dean Raunaq Pungaliya, titled "Miracle on Han River & Today's Korean Economy," the program included visits to major institutions such as the Korea Exchange, Seoul City Hall, and G Valley Industrial Museum. The students also visited companies including Hanwha Group, Netmarble Company, Boeing Korea, KBS, and the university's faculty startup bioventure, IMNEWRUN. They also participated in a CEO lecture by the CEO of Envisioning Partners, a well-known first-generation impact investor in Korea. Also, Indiana University President Pamela Whitten and Kelly School Vice President Pat Hopkins, who visited this school during the period, held a special President-Student meeting on our campus with students participating in the Korea Study Tour. A student who participated, Sean Liston expressed his impression of the program, saying, "Through this Korea Study Tour, I was able to clearly learn and feel the driving force behind South Korea's rapid growth in a short period of time. I came to realize that this driving force is the pride in Korea's deep roots and culture.“ Professor Alexandre Barsi-Lopes, who accompanied the students, expressed gratitude to SKK GSB for organizing and providing this meaningful learning opportunity, emphasizing the importance of maintaining a strong exchange and cooperation relationship in the future.
- 작성일 2023-05-25
- 조회수 92963
[Maeil Business News] ESG Marketing

Professor Minjung Koo has written a column about ESG Marketing on MK News (Maeil Business Newspaper Korea). "Don't buy this jacket!" This advertising phrase made the outdoor clothing brand Patagonia famous. The company, which emphasized the importance of environmental protection and sustainability by advertising with messages not to buy jackets, is considered one of the most successful cases of ESG (Environmental, Social, Governance). But can all companies become Patagonia? ESG has been a key topic in business and investment over the past decade. Although uptake is slower in Korea than in other countries, there are also significant domestic changes. According to Google Korea (2022), the year's No. 1 search term in Korea was 'climate change.' The global agreement , which promised ESG, took effect in earnest in 2020, and pushed domestic and foreign investment institutions to follow the trend. Pace accelerated with the growing influence of Millenials and Gen Z consumers, who tend to prefer consumption with social values or particular messages. Accordingly, SKK GSB provides various ESG classes to ensure that MBA students have sufficient knowledge and insight. Prof. Koo Min-jung's ESG marketing course is such a class. Prof. Koo has researched various marketing fields with social influence, e.g., CSR, CSV, and social marketing, for more than 15 years, she has served as an ESG management advisor for multiple organizations and companies, and she has lectured on ESG strategy to many large companies. ESG marketing classes deal with differentiation strategies that can increase practitioners' efficacy through global examples. This is because indiscriminate copying and imitation are likely to be a waste of resources, and may be criticized by consumers. Prof. Koo argues that not all companies can become Patagonia: the core of ESG is selecting a realistic strategy that fits each company's nature and situation, and designing an ecosystem where various stakeholders can participate in the company's ESG efforts. The mineral water industry, for example, has recently adopted a 'defensive ESG strategy' by releasing lightweight products and non-labeled bottled water to reduce plastic usage and minimize ESG-related risks. For this strategy, quiet and sporadic informative publicity is likely more effective. Since bottled water inherently causes environmental pollution, Patagonia-style active promotion of ESG efforts or branding products as green may cause unintended consequences. If ESG is given top priority without appropriate ESG capabilities, then this may not only waste resources but also increase expectations for the company's ESG performance, leading to adverse effects. Ryu In-sul, who has been working at POSCO since graduating from a full-time MBA course, recalls the case of Fiji Water, which he learned in this class. Fiji Water, famous for its premium bottled water, experienced a fall in the image and a plunge in sales due to the direct impact of the anti-bottleneck movement in Europe. In response, it runs an aggressive campaign called Carbon Negative, aiming to reduce the amount of carbon. Although the attempt to protect the environment was commendable, consumers criticized the campaign, labeling it greenwashing. Since bottled water remains poor for the environment, Fiji Water's active ESG strategy worsened the situation, and they suffered severe damage to their reputation and brand value. This is why not all companies can, and not all companies should, be Patagonia, at least immediately. According to Mr. Ryu, "This lesson taught us strategies to help companies cope with social problems and improve brand value. The class has given us an important insight to use in various business decision-making processes." Original article in Korean https://www.mk.co.kr/news/special-edition/10721107
- 작성일 2023-04-28
- 조회수 80165

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