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Scaling Smart: iamSchool's Market Entry in Taiwan from South Korea
Sungjun Steven Park Jaemin Kim Changya Hu
- 商品編號：
- 16-IE-04
- 商品分類：
- Case (Field)
- 頁數：
- 14 頁
- 出版日期：
- 2026-03-18
- 目標讀者：
- Postgraduate students
- 教學手冊：
- TN16-IE-04
- 補充教材：
- 16-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 employees
- 事件年度：
- 2015 - 2017