Competitive Analysis of a Concert Planning Startup Based on the VRIO Model : Focused on the ‘Culture Think Co., Ltd.’

This study analyzed the competitiveness of ‘Culture Think Co., Ltd.’, a concert planning startup founded in 2014, using the VRIO model. The research employed qualitative analysis based on secondary data. Key findings revealed that Culture Think's value creation stems from market diversification through RAPBEAT Festival, flexible artist support via AFS, and a long-tail strategy with Pooee. The company's rare resources include festival management expertise, a unique AFS model, extensive industry networks, and strong brand value. Inimitability factors include time compression diseconomies, historical uniqueness, and network effects. Organizationally, Culture Think benefits from a flexible structure, balanced creative and data-driven culture, open communication, and a growth mindset. Based on these results, the study suggests integrated value chain management, balancing data and creativity and building global networks as future directions for the Korean music industry.