Research Article
Nexon: Challenges in the Mobile Game Market Da-eun Kang*․Yun-jeong Kang**․Soo-min Park***․Ma-roo Seol****․
1 Bachelor’s student,College of Liberal Arts, EwhaWomans University, 2 Bachelor’s student,College of Art &Design, EwhaWomans University, 3 Bachelor’s student,College of Business Administration, EwhaWomans University, 4 Assistant Professor, Collegeof Business Administration,EwhaWomansUniversity
Published: November 2016 · Vol. 20 No. 4 · pp. 107-134
DOI: https://doi.org/10.17287/kbr.2016.20.4.107
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Abstract
With the rapid growth of the mobile industry, Nexon, the market leader of the online game industry, has sought to develop its competitive advantage in the mobile game market. A key element of Nexon’s successful strategy in the online game market was the development of innovative games through the creativity of Nexon's engineers, aggressive M&A, and the leadership of its CEO. This case first examines Nexon’s successful strategies in the online game market. Then, we analyze Nexon's strategies in the mobile game market as a late mover. This case discusses how Nexon should develop and adjust their existing strategies to create competitive advantages in the mobile game market.