총 32페이지

Cover Story
▲BonGousseRiceBurgerandBa-RuenRiceBurgerarelocatedfacingeachotheronbothsideoftheroad.
Item imitation on food industry in
Another example of a business
People get confused between the
youthstartup
controversyconcernstheannouncement
originalandimitations.Mostcustomers
by the founder of BonGousse Rice
view this phenomenon negatively
Item imitation in the business sector
Burger in February, 2013, that the
becauseitlooksimmoralonthesurface.
has been repeated continuously.
Chef Rice Burger chain has copied
However,someinsistthatitismerelya
However, this phenomenon has now
BonGousse’sidea.
salesstrategy.
led to youth startups being caught up
in controversy recently. Youth startups
Not copying but sales strategy, Me
SmallBeerisapubthatsells
Toomarketing
are becoming of upcoming interest in
society because the unemployment rate
French fries and beer as the
of young people is increasing rapidly.
main menu items in an area of
Me Too marketing is an economic
Youthstartupsareespeciallypopularin
under ten pyong. It is spreading
term. It is a marketing strategy where
therestaurantindustry.
rapidly promoting Bong-Ggu
the company is taking an item from
beer, and other almost identical
a similar business and imitating it for
pubs are emerging on stream
saleinthemarketplace.Inotherwords,
IT
with comparable rustic
taking a free ride on the back of the
4.5%
names or interiors and
original’sfame.
withsimilarmenus.
There are two opposite views when
Business
Food
looking Me Too marketing. One view
relatedto
17.2%
is that Me Too marketing is an act of
healthylife
copying an item and stealing an idea.
30.9%
BonGousse Rice Burger
The other one is that it can be justified
is selling a burger made of
as a sales strategy. The first accepts
Restaurants
rice and other ingredients. The
that there is no innovation or invention
23.6%
founder of BonGousse started
on the part of the company. “It is
initially with a small stall and it
nothing but a free ride ” the official
has developed into a chain with
said. If imitation continues to happen,
800 branches throughout the
it discourages the worker’s desire to
recentstartupexhibitioninBusan>
country. Now, there are various
research and develop a new creative
other restaurants boosting their
items.
One of the typical examples of
trade by serving rice
On the other hand, the positive side
businesses in controversy item involves
burgersincludingChef
asserts that Me Too marketing is a
thedebatebetweenBong-Ggubeerand
RiceBurger.
strategy of benchmarking. “It is vital
Bonjour beer over the originality of
for a business to be alert to other
their business which arose in August,
companies. Me Too marketing is a
2014.
strategy, and it is an essential factor
in the marketplace” said Kim Young-
www.theargus.org
14

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