• International Commerce and Information Review
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• v.16 no.5
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• pp.151-178
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• 2014

The objective of the present case study is to analysis how effectively Hilti, which is a former family firm owned and managed by a family in Liechtenstein as a tiny european country, a land sandwiched between Switzerland and Austria, has made a global market success. Liechtenstein has $160km^2$ land and about 36,000 residents. Despite its small size of country, however, Hilti Corporation doesn't view its location as a liability in its business strategy. Hilti is a global leading provider of professional power tools in building, mining, civil engineering etc. Also, Hilti is a firm with a clear vision to become the leading industry partner for construction professionals and building installations through customer focus, high quality equipment, and tools and systems specially designed for specific jobs. This study considered Hilti as a good case, which verifies that born-conditions, endogenous factors according to Michael Porters diamond model does not decisive role more for international competitiveness of firms. Lessons from Hilti are that in order to obtain and sustain the global competitiveness of small and medium-sized firms in Korean manufacturing sector under high production cost, they have to do actively innovative. Also they can give to customers newer and higher customer-values than competitors in abroad give. The case summarizes that the strategy of Hilti for the global market success is comprised of several factors: Technological and organizational innovation, and a clear customer-value oriented business strategy and its implementation. Innovation and its integration into marketing for the customers value creation is central to Hilti's Success. The present case study is expected to provide insights and implication for many firms in Korea that are seeking to secure global presence and market success.

• Proceedings of the Korea Society of Costume Conference
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• 2001.04a
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• pp.49-49
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• 2001

SP(sales promotion)전략을 지향하는 백화점은 강 한 개성으로 다양하게 변화해 가는 소비자의 욕구충 족을 위해 대 고객차원의 편의성 및 쾌적한 쇼핑환 경을 마련하며 아이디어는 항상 특별하고 새로워야 한다. SP 전략으로서의 VMD (visual merchandi sing)는 상품의 시각화계획 등 통일된 시각(visual identity) 연 출을 통해 고객의 그룹이나 개인의 취향에 맞는 타켓 마케팅 (target marketing) 으로 백 화점 은 고객 의 중심에서 그들의 삶을 윤태하게 하며 아름답고 즐거 운 소비문화를 주도해갈 수 있는 환경을 제공해야 할 것이다. 1999년 말 IMF 이후 최근 막강한 자금력과 경쟁 력을 가진 대형 외국 할인 업체의 부상과 계속되는 장기적인 경제위축으로 백화점의 마케팅활동은 기존 고객과 관련된 단기적 욕구만을 충족시키는 점에서 벗어날 수 없었다. 이렇게 심각한 경기불안과 유통환 경의 급변으로 인해 소비자의 구매력이 약화되고 매 출이 감소하는 등 백화점의 한계성과 업태간의 경쟁 이 심화되어 갈수록 진정한 서비스개념의 합리적 목 적을 띤 VMD가 SP전략의 실질적인 형태로써 존재 되어야 한다. VMD는 이러한 불경기에 대응하는 백화점의 생존 고용식 전략으로서 좀더 강하고 적극적인 글로벌 마인드 ( (global mind)를 갖고 보다 넓은 시장에 대한 장기적 안목을 필요로 한다. 특히 대 고객 감성의 글로벌화 로 광범위한 상품의 장르와 감각적인 투자로써 신 고객창출을 도모하는 한편 고객에 대한 세심한 배려 와 구체화된 전략을 통해 불황을 극복하는 등 국내 유통문화의 선진화를 가속시켜 나갈 수 있는 것이다. "손쉬운 장사벌이"라는 무책임한 사고를 버리고 철저한 고객친화의 중심에 서서 그들에게 즐거웅을 주고 풍요로운 문화의 장(場)을 마련하는 등 지금의 무한경쟁 시대에 가장 감성적인 경쟁력으로서 고객에게는 쇼핑을 통한 즐거움과 여유로움, 풍성한 정보 와 화제성, 독특한 서비스와 볼거리 등이 지속적으로 제공되어야 하며 상품의 시각화 계획인 VMD는 세 련된 드라마처럼 감동적 연출로 그 이야기가 전개되 어야한다. 고객의 구매행동을 기초로 유통시장의 무한 자유 경쟁이란 현 시점에서 판매촉진의 전략에 대한 체계 적 접근과 합목적성을 가진 VMD의 전개 방향 및 향후 백화점업계의 차별화 방안과 전략은 단순한 행 위의 출발이 아닌 주변환경과의 밀접한 연관 속에서 지극히 창조적인 예술적 자극이 요구되며 그 과정에 따른 결과적인 "반응"을 기대한다.quot;반응"을 기대한다.기대한다.

• Journal of Navigation and Port Research
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• v.36 no.8
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• pp.691-698
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• 2012

Local freight forwarder's circle is suffering worsening profitability and insecure employment from over-competition which caused by a saturated local logistics market. It is emerging UN procurement market for local freight forwarders. However it is needed to study on successful entry, market status and supporting measures from government and research institute. Currently there are no national research data of UN procurement market in logistics sectors but as per the writer's experience and viewpoint to UN bidding, it would seem that appropriate measures should be made such as government's enhanced support for overseas advancement, price competitiveness, building global network and development of education program for trainees associated with current overseas internship program by government.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.13-22
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• 2023

Recently, global luxury fashion brands such as Gucci, Saint Laurent, and Louis Vuitton have been showing special interest in Korean contemporary artists and actively collaborating with them. This can be said to be a new change that is distinguished from previous collaborations of fashion brands. Therefore, this study investigated the cases of collaboration between global luxury fashion brands and Korean contemporary artists, and analyzed the types and characteristics to examine the trends and characteristics and draw meaning. As a result, fashion brands combine the characteristics of Korean art works of various genres with the brand concept and pursued values to create new sensibility and high value-added products. It can be seen that the intention was to prepare a place to draw out. In addition, it was found that collaboration was also utilized in terms of marketing so that domestic customers could visit the brand store with a sense of familiarity by utilizing Korea's artistic and cultural sentiments. Based on the results of this study, we intend to provide basic data for the development of creative contents for various collaborations between fashion and art that can help develop the modern fashion industry.

• Korea Science and Art Forum
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• v.37 no.2
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• pp.205-217
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• 2019

This study began with the focusing the growth of importance of cultural marketing and its successes by applying to branding in a phase in which the cultural production era has arrived after the industrial production era. This study aimed to reveal the effect of cultural marketing, which are used as marketing strategy in the tourism field, on brand attitude and awareness. Therefore, this study tried to investigate the brand equity and attitude in accordance with the cultural marketing factors by survey Chinese tourists visiting Korea. The result and contents of the study are as follows. First, it was confirmed that the research question on the possibility of market segmentation in accordance with cultural marketing factors; the market segments were classified as Cluster 1 general involvement perceived group, Cluster 2 high involvement perceived group, Cluster3 middle involvement perceived group. Second, it revealed significant differences on brand attitude among the segments; Cluster 2 showed high brand attitude and Cluster 3 showed average level on brand attitude. Third, it found a statistically significant differences in the perception of brand equity including perceived quality, brand awareness and brand image of tourism destination. In conclusion, this study was able to identify market segments in accordance with cultural marketing factors of tourism destination and revealed significant differences in the segments by brand attitude and brand equity. This could provide practical implication that various cultural marketing activities to generate positive results on brand equity and brand attitude and cultural marketing strategies is also needed to increase foreign tourists' awareness of these cultural marketing activities.

• Korea Trade Review
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• v.42 no.4
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• pp.21-47
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• 2017

This study examines the effects of technological capability and domestic marketing capability of SMEs on the export market orientation, focusing on the moderating effect of market turbulence. This empirical analysis, based on surveys collected from 206 small and medium-sized firms located in Gwangju and Jeonnam provinces, yielded the following conclusions. First, technological capability of SMEs has a positive impact on export market orientation. This result not only is consistent with preceding studies but also suggests that when technological capability of SMEs is utilized as their own unique asset to reduce liability of smallness or liability of foreignness, the tendency to export might be increased. Second, domestic marketing capability of SMEs has a positive impact on export market orientation. This result suggests that as the domestic marketing capability of SMEs is used as prior knowledge reducing uncertainty to enter the overseas markets, the tendency to export might be increased. Third, as a result of examining moderating effect of market turbulence, it shows that market turbulence moderates the relationship between domestic marketing capability and export market orientation toward a negative(-) direction. That is, since market turbulence might weaken the relationship between domestic marketing capability and export market orientation, SMEs which belong to the industry considering marketing capability important need to develop strategy with consideration for market turbulence. This study provides theoretical and practical implications in that it reveals factors positively affecting export market orientation and market turbulence can be utilized as a moderator.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2019.05a
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• pp.127-128
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• 2019

After the financial crisis in 2008, Korean ship-parts manufacturing companies faced the survival of companies due to the difficulty in securing the volume of orders by sharp dropping in orders from big-three Korean shipbuilders. In ship-parts industry, product diversification and overseas market entry are important targets. Based on the expert Delphi survey and SWOT analysis, this study analyzes the key factors of overseas advancement by the growth stage of ship-parts companies and suggests a systematic and efficient overseas marketing strategy. Also, we propose a systematic and efficient advancement into overseas market by suggesting the traditional offline marketing strategy of exporting materials, marketing and marketing, and suggesting the need to build an integrated online and offline platform.

• The Journal of the Convergence on Culture Technology
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• v.9 no.2
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• pp.581-587
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• 2023

During the global pandemic period, The world has created a new paradigm using digital technology, aligning one direction with the highest value of life and survival. Untact has changed from a convenience value to an essential value with quarantine and sanitation. And the industry process has shifted from face-to-face to non-face-to-face. The platform formed an community in a virtual space, and companies started a new service based on presence. For a sense of reality, information is expressed and stored from 2D centered on images to 3D multifaceted. Companies are marketing using 3D modeling, focusing on augmented reality, virtual world, and mirror world of Metaverses. The purpose of this study is to analyze the current status and examples of 3D modeling in the E-commerce environment of domestic and foreign jewelry brands in this era of change, and present ways to use 3D modeling in jewelry industries.

• Journal of the Korean Society for Railway
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• v.16 no.5
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• pp.439-446
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• 2013

The market taxonomy approach may lead to the most effective strategy to promote the export of Korean Railway Systems. By prioritizing opportunities in the global marketplace and subsequently identifying market segments, this approach will reveal the most effective market strategies for Korean rail exporters. This study suggests the market potential index. In addition, it also introduces how market segmentation should be done for the global rail supply market. Applying the market taxonomy to derive strategic implications, this study portrays several export projects currently being undertaken by the Korean rail industry.

• The Journal of Bigdata
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• v.2 no.2
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• pp.9-16
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• 2017

Global Platform Solution Company (aka Amazon, Google, MS, IBM) who has cloud platform, are driving AI and Big Data service on their cloud platform. It will dramatically change Enterprise business value chain and infrastructures in Supply Chain Management, Enterprise Resource Planning in Customer relationship Management. Enterprise are focusing the channel with customers and Business Partners and also changing their infrastructures to platform by integrating data. It will be Digital Transformation for decision support. AI and Deep learning technology are rapidly combined to their data driven platform, which supports mobile, social and big data. The collaboration of platform service with business partner and the customer will generate new ecosystem market and it will be the new way of enterprise revolution as a part of the 4th industrial revolution.