The Society of Convergence Knowledge Transactions ISSN:2287-8920(Print) 융복합지식학회논문지

This research investigates how the brand of a company is vital for sustainability and growth. Typically, companies follow the market trend to produce products by analyzing the market only. However, this approach can have short-term profitability. On the other hand, the customer-centric strategy can create a brand where customers are aware and can trust a specific company because of their specific brand entity. Thus, this paper will focus on the customer needs as a priority instead of following the market trend. Moreover, it produces products that can benefit the customer instead of creating a better product to gain market share. Therefore, this research paper explored a cosmetic company called Pinkwonder which have successfully utilized and applied the customer-centric strategy from the beginning and created an organic cosmetic brand where the customers can trust. Currently, the organic cosmetic industry is trendy and attractive industry, especially in South Korea. Thus, there are many different competitors with various organic products to match and follow the current market trend. Therefore, these companies have followed the market trend and have obtained some of the market shares. This paper will explore the differences and importance in brand creation for growth and sustainability between the market trend follower versus customer centric-strategy. Also, it will attempt to discover that the customer-centric strategy may be more viable and sustainable in the long-term.