부산대학교 도서관

This study is focused on Balancehero, one of the representative Fintech Global startups in Korea, which successfully developed service apps, truebalance, for India market from the beginning. As a result of analyzing the companies in terms of global entrepreneurship and localization, the companies have shown success factors of typical global startup. In particular, they have succeeded in localization strategies that are easily overlooked in global entrepreneurship. It shows the importance of localization. The founder's overseas business experience and Entrepreneurial-Orientation that seeks local market opportunities, and resource capability such as customer-friendly and excellent technology and design, successful conversion to paid business model, organizational capability to actively utilize local recruiters are key success factor for globalmarket. Apositive and proactive policy of fostering Fintech and a friendly environment were key success factors, also. Localization policy for local users concidering lifestyle, cell phone usage pattern and usage environment, localization through customized development, and organizational capability, which brought in the participation of local recruiters in the management process and cultural fusion are key factors, too. The results of this case study suggest the importance of rapid market entry and localization in the global fintech startups.