Climbing Begins where the Road Ends, BLACK YAK

BYN Black Yak is a functional outdoor brand that pur sues eco-friendly and ESG management. As the founder's management philosophy, which uses the cris is as an opportunity to transform the business model, has been attracting attention, it has been explored as examples of succes sful start-ups and business operations. Existing case studies focused on corporate history or founder s, but there were limitations m deriving implications and applying learning sites based on the company's proposal of solutions to specific business situations . In this study, by presenting three discussion problems and presenting solutions to them, the case of this company was incorporated in the field of management education. The three discussion questions are: 1) The relationship between the entrepreneur's philosophy and the company's competit iveness, 2) the direction of defining corporate core competencies, and 3) the significance of outdoor brand expansion and online shopping mall operation for the MZ generation were presented. Regarding this, based on the company's competitive advantage, pull-push strategy, and brand expans ion strategy, it was applied to the corresponding business case.