1인 창업자의 기업가 정신과 창업전략에 관한 연구: JRK INTERNATIONAL 사례를 중심으로

As Korea's economy continues to grow at a slower pace, One-person creative company is proposed as an alternative for job creation and economic vitality. Although the share of one-person creative company in the total economic population continues to increase and becomes a core subject of the future economy, the government is actively supporting it, but the academic research on it is very limited. In particular, there are few case studies that can help to establish a specific strategy for the start - up, survival and growth of a one-person creative company in terms of sustainable growth beyond the rudimentary scope of concepts and types of entrepreneurship. The purpose of this study is to analyze the success case of JRK INTERNATIONAL in depth which started as a one-person creative company, transformed into a general enterprise through rapid growth, completed a sustainable growth system using constructing grounded theory. As a result, it can be confirmed that the key success factor is entrepreneurial competency, personal brand, and marketing innovation. In this case study, practical suggestions can be given to prospective founders managers and corporations who are interested in surviving and establishing a growth strategy for a one-person creative company.