Dynamic Capabilities for Global K-Beauty: Integrating Digital and Regional Markets in Sulwhasoo

초록

This study analyzes how Sulwhasoo, the flagship luxury brand of Amorepacific and a symbol of Korean premium beauty, secures competitive advantages amidst structural shifts in the global beauty market through the lens of Dynamic Capabilities. By applying Porter's Five Forces and the VRIO framework, the research finds that Sulwhasoo demonstrates strategic flexibility in reconfiguring its unique ginseng-based R&D assets to meet evolving environmental demands. Key success factors include differentiated marketing mix adaptations across regions: luxury localization in China, clinical-based digital marketing in North America, formulation diversification in Southeast Asia, and sustainability branding in Europe. The analysis reveals that Sulwhasoo overcomes global market uncertainties by integrating traditional brand heritage with digital platforms. This study provides a strategic framework and practical implications for K-beauty brands seeking sustainable growth in the era of digital transformation.

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