Earticle

초록

영어

This study analyzes Atomy’s entry and expansion in China’s highly regulated direct selling environment using the SER-M framework. China’s long-term suspension of direct selling licenses and strengthened compliance requirements created institutional barriers that made traditional license-driven expansion infeasible. Through a qualitative case study supported by multi-source data-including interviews, policy documents, and quantitative indicators such as sales performance, tax contribution, and investment scale-this research examines how Atomy constructed a feasible market-entry mechanism under these constraints. The findings show that Atomy employed a resource-driven environmental innovation mechanism (RSE), in which existing headquarters resources-mature product lines, manufacturing partnerships, a standardized GSGS (Global Sourcing, Global Sales) sourcing system, and principle-centered governance-were mobilized to reinterpret and reconstruct the Chinese institutional environment. Three mechanisms played central roles: first, institutional adaptation and channel innovation through a hybrid model of foreign direct investment (FDI), bonded-zone cross-border e-commerce (CBEC), and a distributor system; second, product and supply-chain restructuring based on global-local resource integration; and third, CSR (Corporate Social Responsibility) embedding to build legitimacy and long-term trust. These mechanisms jointly enabled Atomy to achieve legal landing, rapid localization, and sustained growth, transforming China from a consumption market into a dual consumption-production hub within its global network. The study contributes to the literature by extending the SER-M model to a regulation-intensive, consumer-facing industry and providing insights into how multinational firms can achieve compliant and sustainable development in high-friction institutional environments.

목차

Abstract
I. Introduction
II. Literature Review
1. Global and China Direct Selling Market
2. Firm-Level Studies: Atomy and Global Comparative Cases
3. Mechanism-Based View and SER-M Applications
III. Methodology
1. Selection of Research Subjects
2. Analytical Framework
3. Data Collection and Analysis
IV. Case Analysis
1. Subject Aspect: Strategic Leadership and Decision Nodes
2. Environmental Aspect: Multi-Level External Conditions Shaping Market Entry
3. Resource Aspect: Core Capabilities Supporting Market Entry
4. Mechanism Aspect
5. Results and Mechanism Classification
V. Conclusions and Prospects
Reference

키워드

저자

• Zhao, Quanlin [ Ph. D. Candidate, aSSIST University ] Corresponding Author
• Zhou, Yubo [ Distinguished Professor, aSSIST University ] co-author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  콘텐츠와산업 [Journal of Contents and Industry]

• 간기

  격월간

• pISSN

  2765-317X

• 수록기간

  2019~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700