• Management & Information Systems Review
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• v.37 no.4
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• pp.271-287
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• 2018

Salespersons play an important role in strengthening a firm's marketing competitiveness advantage because they provide service through the direct contact with customers. This research tests several hypothesized relationships between their career performances(incomes, job satisfaction and organizational commitment) and marketing comprtitiveness advantage. The data used in this study to measure the hypotheses is 'Human Capital Enterprise Panel Data 2015(5th) that was collected by Korea Vocational Training Institute. The results showed that the earnings was not significantly different depending on salesperson's self-directed career management. The job satisfaction and organizational commitment of the salesperson positively affected firm's marketing competitiveness advantage, but the effects of salesperson job satisfaction and organizational commitment on firm's marketing competitiveness advantage were not significantly different depending on salesperson's self-directed career management. This study confirmed that it is necessary to regard career movement as the significant resources of the marketing competitiveness advantage as self-directed career management rather than a negative point of view.

• Journal of Service Research and Studies
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• v.8 no.1
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• pp.13-26
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• 2018

Most product consists of various national components, and brand strategy using nationality images is prevalent in marketing field. Country of origin is meaningful consideration for decision making. The purpose is that how consumer evaluate the global brand depending on two-sided dimension of country of origin. This research aims to examine the interaction effect of two-sided country of origin and moderating effect of global identity. In study 1, two-way interaction effect of origin of brand and origin of production was significant with social prestige. In study 2, there-way ANOVA provided marginally significant main effect of origin of brand and global identity. Two-way interaction effect of origin of brand and production was significant with social prestige. Also two-way interaction effect origin of brand and global identity was significant with innovation and social responsibility. Three-way interaction of origin of brand, origin of production, and global identity was significant with social responsibility, this approved moderating effect of global identity. Results contribute to understanding global brands strategy using country of origin effect, and to adding new knowledge to the country of origin literature. Academic and practical implications, limitations, and future research directions were discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.7
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• pp.882-891
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• 1998

This study purported to analyze the condition of the degree standardization and types of global ads. in the multinational fashion brand corporations. The analyzed ads. were sampled from monthly magazines on same seasons in 1997. This study was done by means of checklists were modified other researcher's research measurments. Researcher counted of advertising message. Zero point meant perfect stan-dardization and 13 points meant perfect non-standardization. The types of advertising appeal were analyzed according to constituent unit's expression types. The results of the study proved that the degree of standardization was considerably high, which means that the multinational fashion brand corporations used the standardization strategy. In particular, the degree of standardization in sports wear and casual wear ads. was low compared with the degree of standardization in the other ads. Most of the global fashion ads. were composed of illustrations only. Besides, emotional appeal type was usually used in glabal fashion ads.

• Journal of the Korean Society of Costume
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• v.61 no.10
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• pp.119-134
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• 2011

The present study proposes and tests an integrative model for global consumers to examine the relation among fashion marketing mix, brand attitude, brand loyalty, and purchase intention in the jeans market. The questionnaire surveys 692 consumers in the United States, China, and France. The statistical analysis methods that are used are as follows: frequency analysis, factor analysis, SEM analysis, and multi-group analysis. The results show that fashionability, perceived quality, and advertising have a direct and also a positive effect on brand attitude; however, advertising didn't have a direct effect on purchase intention. In addition, the results of the SEM analysis show that brand attitude leads to brand loyalty, while also showing a direct and indirect positive effect on purchase intention. Furthermore, the multi-group analysis reveals significant differences in SEM among countries such as the United States, China, and France.

• The Safety technology
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• no.179
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• pp.20-21
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• 2012

식품기업 농심의 주요 제품들은 수십 년에 걸쳐 소비자들의 변함없는 사랑을 받아 오고 있다. 신라면, 안성탕면, 새우깡 등 대표제품의 경우 우리 국민이라면 그 이름을 모르는 이가 없을 정도다. 이처럼 농심이 '국민 식품기업'의 반열에 올라설 수 있었던 비결은 무엇일까. 바로 '인재'다. 그동안 농심의 임직원들은 창의적인 기술과 독창적인 마케팅으로 장수식품을 육성하고 시장을 선도하는 신제품을 꾸준히 선보여 왔다. 시장의 흐름을 읽을 줄 알고 고객의 마음을 볼 줄 아는 수많은 인재들이 농심에 몸을 담고 있는 것이다. 이런 우수한 인재를 키워낼 수 있었던 배경에는 '농심연수원'이 있다. 충남 아산시 탕정면 농심 아산공장 내에 위치한 농심연수원은 1997년 건물을 신축한 이래 15년여 동안 농심그룹 임직원을 업계의 리더로 키워냈다. 실시되는 교육의 질도 우수하지만 이곳 연수원은 우수한 안전관리체계로 유명하다. 교육생들의 안전한 생활관리에서부터 건물 및 시설물 관리에 이르기까지 빈틈없는 안전관리가 이루어지고 있는 것이다. 때문에 이곳을 거쳐 간 농심 임직원들은 안전과 건강, 생명을 소중히 하는 우리나라의 전통 식문화를 각인하게 된다. 이것이 곧 농심에서 국민의 사랑을 받는 제품이 쏟아져 나오는 이유다. 글로벌 식품기업 농심의 안전 주춧돌 역할을 하고 있는 '농심연수원'을 찾아가봤다.

• Journal of Venture Innovation
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• v.7 no.1
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• pp.1-15
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• 2024

This study aims to elucidate the characteristics of big tech platform companies' sports content business in an environment of rapid digital transformation. Specifically, this study examines the market structure of big tech platform companies with a focus on Amazon, revealing the role of sports content within this structure through an analysis of Amazon's sports marketing business and provides an outlook on the sports content business of big tech platform companies. Based on two-sided market platform business models, big tech platform companies incorporate sports content as a strategy to enhance the value of their platforms. Therefore, sports content is used as a tool to enhance the value of their platforms and to consolidate their monopoly position by maximizing profits by increasing the synergy of platform ecosystems such as infrastructure. Amazon acquires popular live sports broadcasting rights on a continental or national basis and supplies them to its platforms, which not only increases the number of new customers and purchasing effects, but also provides IT solution services to sports organizations and teams while planning and supplying various promotional contents, thus creates synergy across Amazon's platforms including its advertising business. Amazon also expands its business opportunities and increases its overall value by supplying live sports contents to Amazon Prime Video and Amazon Prime, providing technical services to various stakeholders through Amazon Web Services, and offering Amazon Marketing Cloud services for analyzing and predicting advertisers' advertising and marketing performance. This gives rise to a new paradigm in the sports marketing business in the digital era, stemming from the difference in market structure between big tech companies based on two-sided market platforms and legacy global companies based on one-sided markets. The core of this new model is a business through the development of various contents based on live sports streaming rights, and sports content marketing will become a major field of sports marketing along with traditional broadcasting rights and sponsorship. Big tech platform global companies such as Amazon, Apple, and Google have the potential to become new global sports marketing companies, and the current sports marketing and advertising companies, as well as teams and leagues, are facing both crises and opportunities.

• The Journal of the Korea Contents Association
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• v.16 no.12
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• pp.399-409
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• 2016

Recent automotive market is changing rapidly with eco-friendly, fuel-efficient, unmanned autonomous. In order to grow domestic automotive industry, various companies such as IT, marketing, advertising/PR, production/manufacturing, distribution have to need the fused global value chain(GVC) production system. The purpose of this study is that Small parts makers will look for support measures to enter the GVC of global automakers. To this end, to examine the status and cooperation between vehicle manufacturers and component suppliers in GVC. Part SMEs will look for Realistic and possible support policy direction needed to enter the carmakers GVC. In order that the small parts company have to enter the GVC of the car manufacturers in the automotive industry, the small parts company should understand the nature and governance of large corporations that operate the GVC, and develop a tailored strategy.

• 월간 기계설비
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• s.293
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• pp.72-82
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• 2014

대구는 60~70년대 골목마다 '드르륵 드르륵' 재봉틀 소리가 들릴 정도로 섬유산업의 메카로서 우리나라 경제발전을 견인했다. 그러나 섬유산업이 쇠퇴하면서 대구는 20여년 째 장기적인 침체를 겪고 있다. 이에 따라 대구광역시는 섬유산업을 비롯 마케팅, 문화, 비즈니스를 집적화 한 융합 공간을 통해 섬유도시 대구의 정통성과 한국섬유의 고급 브랜드 이미지 창출, 글로벌 마케팅 기지 역할을 할 대구 텍스타일 콤플렉스(DTC, Daegu Textile Complex) 건립사업을 지난 2010년부터 추진하여 내년 4월 개관을 앞두고 있다. DTC는 대구시 동구 봉무동 이시아폴리스 부지 1만3천$730m^2$에 지하 2층 지상 9층 규모(연면적 $49,667.96m^2$)로 1,200억원(국비 720억원, 시비 427억원, 민자 53억원)이 투입됐다. 본지는 지난 11월 10일 준공검사를 끝내고 마무리 작업에 한창인 DTC의 현장에서 기계설비 및 소방공사를 담당한 (주)백산이엔씨(대표 김주환) 서광주 현장소장과 시공사인 화성산업(주)(대표 이홍중) 김경표 현장소장을 만났다.

• Journal of Global Scholars of Marketing Science
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• v.3
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• pp.39-62
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• 1999

본 논문은 영 호남 양 지역의 백색가전제품(냉장고, 세탁기 두 제품에 한정함)제조기지에서 출시되는 제품의 원가분석을 통해서 강한 원가우위를 유지할 수 있을 것인가 하는 문제에 대해 먼저 양 지역의 산업군집(regional cluster)의 형성요인, 발전요인 및 경쟁력 현황을 1차, 2차 자료의 수집을 통해 분석하고 가용자료의 한계속에서 제품별 원가구성을 도시하여 비교하였다. 위 두 분석의 결과를 가지고 가용전략을 도출하였다. 글로벌 경쟁속에서 지속적인 비교우위는 점차 멀리 떨어져있는 경쟁자들이 대적할 수 없는 지방적인 것, 그것이 지식이건 관련성이건 아니면 개인 및 집단의 성취동기이건 간에, 그 내부에 놓이게 된다. 양 지역 가전산업의 발전전략으로 재료비 비중의 혁신적 절감방안(신소재 개발 R&D 추구), 국내외 관련산업과의 전략적 제휴, 고유의 우위요소 개발, 지역군집 또는 집적효과의 이용, SERM모형의 대입, 품질원가제도의 강화 등을 연역 귀납하였다.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.41-50
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• 2021

All cities have constructed city branding strategically to intensify their competitiveness in global arena. Seoul Metropolitan has launched city brand in policy-level since 2003 and they have struggled to utilize city branding until now. This study explores the changes in Seoul's city brand in order to suggest a future direction for such efforts. The research is grounded in various domestic and foreign theories and case studies are considered from previous studies related to the place marketing, city marketing, and city branding. Relevant data were collected and analyzed, indicating that an unsure city brand requires strategic governance among stakeholders and civic consensus.