• Asia Marketing Journal
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• v.13 no.2
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• pp.71-97
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• 2011

Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.

• Journal of Korea Entertainment Industry Association
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• v.14 no.7
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• pp.43-54
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• 2020

Negotiation has been an important topic of M&A within entertainment industry. This research is aimed to investigate the process of M&A and related negotiation theories review and to analyze the Nexon sales failure case. M&A is a significant strategic decision-making made to ensure the sustainable competitiveness of Nexon. Nexon is generally more competitive action in negotiation context than rival game corporations. As a result, the negotiation about M&A is not completely succeeded. Nexon need to overcome the distributive strategy based on high anchoring (sales price). Also, Nexon need to be aware that negotiators who focus on the BATNA are more effective in claiming resources. Netmarble have low status and so is expected to be poor negotiation result. Because Nexon is perceived to be of higher status than Netmarble in an M&A process, Nexon is given the power to propose agreements. The practical and academic lessons of the present study are discussed.

• Knowledge Management Research
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• v.22 no.4
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• pp.119-133
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• 2021

As a large amount of data is produced in each industry, a number of time series pattern prediction studies are being conducted to make quick business decisions. However, there is a limit to predicting specific patterns in nonlinear time series data due to the uncertainty inherent in the data, and there are difficulties in making strategic decisions in corporate management. In addition, in recent decades, various studies have been conducted on data such as demand/supply and financial markets that are suitable for industrial purposes to predict time series data of irregular random walk models, but predict specific rules and achieve sustainable corporate objectives There are difficulties. In this study, the prediction results were compared and analyzed using the Chaos analysis method for roulette data and financial market data, and meaningful results were derived. And, this study confirmed that chaos analysis is useful for finding a new method in analyzing time series data. By comparing and analyzing the characteristics of roulette games with the time series of Korean stock index future, it was derived that predictive power can be improved if the trend is confirmed, and it is meaningful in determining whether nonlinear time series data with high uncertainty have a specific pattern.

• Journal of Technology Innovation
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• v.23 no.3
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• pp.43-65
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• 2015

Technology standard continues to exist as an social agreement throughout all industry. With development of Information and Communication, it is recently considered as a strategic factor for enhancing interoperability and increasing market dominance. Hence, technology standard research(standardization research) have a significance in analyzing the process of standard adoption and its economic effect and deriving theoretical and policy implications. However, as existing relative researches are lack in consideration on indigenous value of technology and its interoperability, there exists limitation in drawing the result of technology centered analysis. The goal of this study is to suggest new technology centered standard method by implying function of technology differentiation rate and technology preference that are deduced by technology network analysis into two stage game theory. As an example of empirical case, we selected wireless pan technology of Internet of Things, and derive its technological structure and implications related to standard.

• Information Systems Review
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• v.12 no.3
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• pp.75-88
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• 2010

Business models in open market systems targeting smart phone users are determined by several important factors. First, by providing developers efficient technical platforms, it contains a setting for developers to learn, apply and improve the skills relating to the product category easily while they stay beyond a corporate boundary. Second, by the first condition, a huge population of talented developers becomes to join a specific open market where will invite more customers to use their applications. Hence it will attract more and more developer participants who will finally give a rise to a persistent market growth. Third, the evaluation system between platform providers and application producers, and one between application producers and application users may underlie the trust relationships between them. The research conducted a multiple embedded case study to test the success factors of open market based business models. It focused on smart phone game communities that have installed user evaluation, and feedback systems. The user innovation empowerment model within the social game networks has highlighted the theories on the roles and characteristics of lead users, and lead user network behaviors for future NPD participations.

• Journal of Korea Multimedia Society
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• v.18 no.11
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• pp.1408-1418
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• 2015

As the CEO`s of game companies should be ready for the rapid change of technical environment of game industry, highly skilled employees and the social capital become very important factors in doing game business. 2013 Korea Game White Paper shows that many game companies prefer employees with job experience. The social capital and network help game companies get industrial information easily. This study empirically examines the relationship among CEO`s related business experience, corporate performance and social capital based on 134 Korean game companies. CEO`s characteristics are measured by using demographic characteristics including age, amount of education, and prior job experience and psychological characteristics, but this study focuses on related business experience. The results of this study show some significant relationship between the related business experience of CEO and nonfinancial performance of the firm. Secondly, this study verifies the moderating effect of the social capital between the related business experience of CEO and non-financial performance of the firm. The results of the moderating effect of the social capital show that social capital increases the non-financial performance.

• Information Systems Review
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• v.21 no.4
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• pp.197-220
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• 2019

This study aims to identify consumer motivations of open innovation project participation from digital transformation perspective. By extending a traditional intrinsic/extrinsic motivation framework, we propose a three-dimensional perspective of the self-driven, firm-driven, and sociality-driven motivations. This reveals the significance of the social effects of open innovation projects as an example of digital transformation by categorizing the motivations based on the 'influencer' of the motivation building and by highlighting the importance of sociality as an influencer. As a result, self-efficacy is identified as a key motivation when the influencer exists internally. Economic incentive and firm reputation are identified when the influencer exists externally. Finally, competition, peer evaluation and social contributions are identified when the influencer exists socially. The role of knowledge type sought through innovation projects is further introduced to explain its moderating effects on motivations. The study is validated in two steps. First, we investigate four cases of open innovation projects and examine what motivations are highlighted in each context. Second, we collect survey data from 203 online game users and ask them on their motivations. The results confirm most of our hypotheses and highlight the significance of sociality in the knowledge-seeking process in open innovation projects. This study largely contributes to digital transformation literature by extending the view of motivation and examining the moderating role of knowledge involved in the projects.

• Journal of Convergence for Information Technology
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• v.9 no.4
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• pp.146-151
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• 2019

In this paper, we developed a multi-view video content based on real-world technology and a pilot using the production technology, and provided realistic contents production technology that can select a desired direction at a user 's view point by providing users with various viewpoint images. We also created multi-view video contents that can indirectly experience local cultural tourism resources and produced cyber tour contents based on multi-view video (realistic technology). This technology development can be used to create 3D interactive real-world contents that are used in all public education fields such as libraries, kindergartens, elementary schools, middle schools, elderly universities, housewives classrooms, lifelong education centers, The domestic VR market is still in it's infancy, and it's expected to develop in combination with the 3D market related to games and shopping malls. As the domestic educational trend and the demand for social public education system are growing, it is expected to increase gradually.

• Journal of dental hygiene science
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• v.3 no.2
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• pp.77-82
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• 2003

The purpose of this study was to examine the characteristics of dental homepages in korea to discuss how they could be improved better. The findings of this study could be described as below : First, dental homepage should include differentiated, specialized content and features. Second, the use of three-dimensional image or multimedia would contribute to increasing people's understanding of dental treatment or general dental information and elevating the effectiveness of dental publicity activities. Third, the want ad and order system used by the business sector or hospital would serve to multiply the management efficiency of dental institutions. Fourth, dental hospitals and clinics that belong to the same network or franchise need to make publicity banner for feasible mutual link, and the use of the same homepage design or common logo would be effective for better image and publicity activities. Fifth, it would be convenient to add the map search function or inquiry system. Seventh, if multiple types of services, such as entertainment or game, are prepared, it would be possible for dental institutions to project a better image and to induce visitors to hit the sites again.

• Proceedings of the Korea Air Pollution Research Association Conference
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• 1998.10a
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• pp.83-92
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• 1998

오존 경보제와 예보제의 실시가 오존 오염에 관한 일반인의 관심을 증폭시키는 중요한 계기가 되었음에도 우리 연구계와 정책 당국의 대응은 이에 훨씬 못미치고 있다. 1990년 이래 학회지 관련 논문 편수는 연간 1∼3편에 그치고 있고, 다른 이차오염 현상과 달리 정책 당국은 여전히 지원을 고려하지 않고 있다. 오존 연구가 뿌리를 내리지 못한 가운데 강행된 경보제와 예보제의 와중에 책임을 떠맡은 지방자치단체는 조급하게 노련한 예보 모델을 찾고 있고 충분한 검토도 없이 외국의 사례에서 대책을 구하고 있다. 논란이 되고 있는 오존 예보의 부정확성은 모델 선택의 문제가 아니라 모델 이용이 잘못된 때문이다. 현재 오존 대책의 일환으로 검토되고 있는 차량 부제 실시와 같은 단기 대책은 역효과를 낼 수 있다는 연구결과도 있다. 선진국의 오존 연구는 도시 규모에서 지역 규모로 확대되고 있고, 구츰 등 액상반응의 효과 규명과 1 kin 이하 미세 변화 모델링이 시도되고 있고, 지구 단위 대류권 실험의 일환으로 태평양 상공의 오존과 오존 전구물질의 대기화학이 조사되고 있다. 우리는 우선 우리의 오존 문제를 정확히 이해하도록 노력하여야 한다 합리적 계획 아래 체계적으로 접근하여 갈 때 당장은 아니지만 우리의 오존에 대한 이해가 깊어갈수록 예보의 정확성은 향상될 수 있다. 많은 비용과 노력이 필요한 오존 대책의 시행은 충분히 신중하여야 한다. 서울과 같은 대도시라면 적합한 수치모델을 구비하여 효과를 점검할 수 있어야 한다. 일부에서는 예보의 정확성을 높일 수 있는 방안의 하나로 수치모델 이용을 거론하고 있으나 수치모델은 매일의 예보와 같이 일상적 목적을 위하여 사용될 수 있는 모델이 아니며, 현재와 같이 기초가 갖추어져 있지 않은 상황에서는 더욱 그러하다. 정상적 모델 이용이 가능할 수 있도록 배출원 자료 체계를 갖추어야 하고, 서을 등 특징적 지역에 대하여서는 집중적 현장 조사를 실시하여야 한다.3)와 NAS(National Academy of Sciences, 1983), 미국에서 발행되는 정부 지침서 (Federal Register)에 고시된 내용 등을 토대로 하였다. 연구는 당면현실로 다가온 정보화 및 세계화의 기업환경에서 예견되는 몰입(committment)의 약화에 대한 치유방안으로서, 정보화된 경영모의게임의 기업 교육훈련 시스템(Business Training System)으로의 발전 가능성을 제시한다 하겠다.암시하며, 따라서 우리 교육문화에 맞는 재택수업 형태의 개발이 시급함을 제시한다고 하겠다.column density of HCaN is (1-3):n1014cm-2. Column density at distant position from MD5 is larger than that in the (:entral region. We have deduced that this hot-core has a mass of 10sR1 which i:s about an order of magnitude larger those obtained by previous studies.previous studies.업순서들의 상관관계를 고려하여 보다 개선된 해를 구하기 위한 연구가 요구된다. 또한, 준비작업비용을 발생시키는 작업장의 작업순서결정에 대해서도 연구를 행하여, 보완작업비용과 준비비용을 고려한 GMMAL 작업순서문제를 해결하기 위한 연구가 수행되어야 할 것이다.로 이루어 져야 할 것이다.태를 보다 효율적으로 증진시킬 수 있는 대안이 마련되어져야 한다고 사료된다.$\ulcorner$순응$\lrcorner$의 범위를 벗어나지 않는다. 그렇기 때문에도 $\ulcorner$순응$\lrcorner$과 $\ulcorner$표현$\lrcorner$의 성격과 형태를 외형상으로 더욱이 공간