Coach Guus Hiddink, nicknamed "5-0" by Korean soccer fans after a crushing defeat by France last year in the Confederations Cup nearly a year ago, has been shown to be true in his predictions and needs for the national team, through a series of warm up matches against Scotland (a 4:1 win), England (a 1:1 draw) and world number one France (a creditable 2:3 loss).

TV ads, which had featured Hiddink, reflecting his popularity disappeared following the 5:0 defeat at the hands of France, however, they are now being re-run, reflecting the team's change in fortune, and, some say the fickle nature of Korean businesses. These days another nickname, "He Thinks," similar in pronunciation to his name, is being used and a flood of online messages call for the extension of his contract, whatever the cost.

Businesses eye the star coach to learn his style that has produced a Team Korea that in its last three matches have been operating on a different level than before, seeing the team as a company and Hiddink as its CEO. Samsung Economic Research Institute (SERI) Executive Director Yun Sun-bong said, leadership that took South Korean soccer to a different level is worth fully adopting in business management.

Yun explained Hiddink's leadership came from placing importance on basic physical strength and information and introducing a competing system based on the strategy of building confidence. After presenting the vision of achieving the second round of the World Cup, he intensified stamina training in spite of the condemnation of others. By repeating strategic training sessions, he gave the national soccer team confidence to stand up to world powers. At the same time, he boldly introduced competition despite strong opposition by star players and fans.

The talk about the second round has dissipated with people dreaming of a quarterfinal, or even semifinal berth based on the team's strong performance. Hiddink said after Sunday's match with France that the biggest gain was confidence.

(Im Hyeong-gyun, hyim@chosun.com )