Browse > Article
http://dx.doi.org/10.5762/KAIS.2010.11.8.2868

Co-Branding Strategies of Medical Devices in Wonju Cluster  

Lee, Woo-Chun (Dept of Health Policy and Management, SangJi University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.11, no.8, 2010 , pp. 2868-2875 More about this Journal
Abstract
This study was carried out to present a co-brand strategies of medical equipment manufacturers in Wonju city. Based on the result of the analysis, followings were proposed. First, an adequate education and a publicity for the importance of a co-brand are required, and it needs to reinforce the recognition on quality differentiation through a technology development and the importance of quality control. Second, establishing a system to secure the brand reliability and operating a program to monitor the technology development and quality are required. Third, it needs to implement a joint participation with priority for establishing a sales network, advertize and a publicity. Fourth, an alternative may needed in order to maximize the synergy effect of the co-brand project and minimize any possible conflicts among participants. Fifth, securing a reliability is needed to acquire the ability to manage the brand and derive member's active participation.
Keywords
Co-Brand; Medical Equipment; Marketing Strategy; Cluster; Wonju;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Barbara A. Lafferty, "Selecting the Right Cause Partners for the Right Reasons: The Role of Importance and Fit in Cause-Brand Alliances", Psychology & Marketing, Vol.26(4), pp.359-482, April 2009.   DOI
2 중소기업은행, 한국의 중소기업, "중소기업 공동마케팅의 실태와 활성화 방안", p.130, 1996.
3 지석규, "가구산업의 공동브랜드 아이덴티티 구축방안에 관한 연구", 성균관대학교 석사학위논문, pp.1-14, 2007.
4 Espicom, "Medical Market Forecasts to 2011", pp.1-28, p.76, May 2007.
5 한국의료기기산업협회, "의료기기편람 2009", pp.57-92, 2009.
6 특허청, "중소업체의 공동상표개발 및 지원현황", p.1, 1995.
7 Sonia Dickinson, Tara Heath, "A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings" Brand Management, Vol.13, No.6, pp.393-406, July 2006.   DOI
8 Ed Lebar, Phil Buehler, Keven Lane Keller, "Brand Equity Implications of Joint Branding Programs", Journal of Advertising Research, pp.413-425, Dec. 2005.
9 Anders Bengtsson, "Unnoticed Relationships: Do Consumers Experience Co-branded Products?", Advances in Consumer Research, Vol.29, pp.521-527, 2009.
10 Bernd Helmig, Jan-Alexander Huber, Peter S. H. Leeflang, "Co-Branding: The State of Art", Co-Branding sbr 60, pp.359-377, Oct. 2008.   DOI
11 Rikard Larsson, Kenneth R. Brousseau, Michael J. Driver, Mikael Holmqvist, and Veronika Tarnovskaya, "International growth through cooperation: Brand-driven strategies, leadership, and career development in Sweden", Academy of management Executive, Vol. 17, No. 1, pp.7-21, Feb. 2008.
12 이경탁, "안경테산업의 공동브랜드화 전략에 관한 연구", 경영교육논총, 제41집, 한국경영교육학회, pp.265-285, 2006.
13 이환우, "중소기업 공동브랜드 지원사업의 활성화 방안", 한양대학교 석사학위논문, pp.31-56, 2008.
14 이석희, "대구지역 의료기기산업 역량분석과 육성전략", 대구경북연구원, pp.37-41, 2005.
15 권용덕.김현수, "경남지역의 농산물 공동브랜드 육성방안", 경남발전연구원, pp.9-19, 2008.
16 김번욱.이광희, "강화인삼의 세계 명품화 추진방안", 인천발전연구원, pp.101-143, 2007.