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聰穎擴張：從南韓進入台灣市場的 iamSchool
朴星俊 金宰敏 胡昌亞
- 商品編號：
- 16-CC-04
- 商品分類：
- Case (Field)
- 頁數：
- 11 頁
- 出版日期：
- 2026-03-18
- 目標讀者：
- 碩士生
- 教學手冊：
- TN16-CC-04
內容大綱
This case explores the strategic and operational challenges faced by a young undergraduate who was unexpectedly appointed Country Head for Taiwan at iamSchool, a South Korean EdTech startup. As the Taiwan team expanded from one to four members by 2015, the case illustrates the difficulties of market entry, cross‑cultural management, and international expansion strategies. Students are tasked with developing effective strategies to achieve successful market adoption of the app in Taiwan.學習目標
This case is designed to achieve the following learning objectives:1. The challenges of expanding into new markets with cultural and regulatory differences.
2. The importance of localizing products for international markets.
3. How to develop efficient top-down strategies for driving product adoption.
Top‑down: Engage principals, district officials, and public procurement processes; align with school governance cycles; pilot via principal MoUs.
Bottom‑up: Teacher‑led class pilots, parent WhatsApp/LINE groups, PTA advocacy; “land-and-expand” diffusion.
背景設定
- 公司規模：
- 5人
- 事件年度：
- 2015 - 2017