MABE Case Study: Factors Contributing to the Success of Global Dominance Webtoon Platform

ABSTRACT

The global webtoon industry has experienced remarkable growth, with leading platforms emerging as dominant players in the market. This study explores the key factors driving industry leadership in the digital comics sector, focusing on platform strategy, content diversity, marketing approaches, and user engagement mechanisms. By examining business models and strategic initiatives, it aims to uncover critical insights into the competitive dynamics of the industry. Additionally, it compares different approaches to platform development and global expansion, providing valuable implications for content strategy and digital market success. The findings indicate that Primary Webtoon's market dominance can be attributed to its strategic early market entry, focus on localized content, and diverse monetization strategies, which have fostered strong user engagement across global markets. These factors have collectively established Primary Webtoon as a dominant force in the webtoon industry.

LEARNING OBJECTIVES

• To investigate the key factors behind Rival Webtoon’s dominance in the webtoon industry. 

• To learn how Primary Webtoon’s business model and platform strategy differ from Rival Webtoon’s. 

• To examine the roles of content diversity, quality, and user engagement play in Primary Webtoon’s market leadership.

• To understand Primary Webtoon’s approach to global expansion compare to Rival Webtoon’s

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