SEARCH STRATEGIES FOR ORIENTAL BEAUTY: THREE CASES OF LG HOUSEHOLD AND HEALTHCARE

Abstract

This study examines the construction of each search strategy that combines search space, depth and network into innovation. It approaches a search as a problem-discovery process, which occurs during all phases of a problem-solving process. It selects three cases of LG Household and Healthcare’s product and process innovation, which typically occur in the cosmetics industry, where many cosmetic firms have conducted problem discoveries of oriental knowledge for product and process innovation. Knowledge of oriental medicine and fermentation are called, as oriental knowledge is traditionally rooted in Asian culture and practices. Through a qualitative multiple-case study, this study identifies the different combinations of the three components in each search strategy — in terms of core competences. It notices that searches in each innovation are conducted during all phases of each problem-solving process rather than being confined to the initial stage of problem-solving activities. Through discussions of each component, this study reveals that despite the importance of ambidexterity in a search, the value system and absorptive capacity can take an important role in an effective search by properly recognising and evaluating the value of knowledge and turning it into a problem. Secondly, the search depth influences the innovation proceedings and links different pieces of knowledge. Lastly, a search network can facilitate problem discoveries, reduce the risk and uncertainty of each problem formulation and lead to competence building, even though it can be subject to partner availability and strategic compatibility issues.