• Journal of Global Scholars of Marketing Science
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• v.11
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• pp.103-128
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• 2003

As the service market is increasingly competitive, internal marketing, marketing orientation, and customer satisfaction are becoming a crucial issue to the survival and growth of the service firms. This Study examined the structure modeling of internal marketing, market orientation, and customer satisfaction to verify the relationship among construct variables. Conslusively, the higher degree of internal marketing and market orientation, the higher degree of customer satisfaction. Specifically, The positive impact of internal marketing, customer orientation and competitor orientation on customer satisfaction is verified respectively. But, the impact of interfunctional coordination on customer satisfaction is rejected. The company is required to intensify interfunctional coordination in company operation process to boost sustainable competative advantage.

• Journal of Service Research and Studies
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• v.13 no.4
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• pp.24-46
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• 2023

This study sought to examine how internal market orientation of service organizations affects the service providers' adaptive service behavior and to determine what psychological processes go through for this purpose. To achieve this purpose, based on previous research, a research model was set up to predict that internal market orientation of service organizations will increase service providers' adaptive service behavior by continuously mediating the psychological processes of person-environment fit and work engagement. To test the hypothesis, a survey was conducted and data were collected from nutritionists at consignment catering companies located in Busan and Gyeongnam. As a result of testing the hypotheses proposed in this study's research model, internal market orientation increased person-job fit and person-organization fit, which are key elements of person-environment fit. And, it was confirmed that person-job fit and person-organization fit have a positive effect on work engagement. Additionally, work engagement improved service providers' adaptive service behavior. Lastly, this study confirmed that the influence of internal market orientation on adaptive service behavior is continuously mediated by person-environment fit and job enthusiasm.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.19-46
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• 2002

Market orientation emphasizes the capability of a firm to learn customers, competitors, and inter-functional coordination and to use this market intelligence of creating superior value in the marketplace. It has been proved that market orientation contributes to organizational performance. But the question is what the antecedents and consequent to superior market orientation are. The objective of this study is to assess the relationship between internal marketing and market orientation. In this study, Internal marketing consists of empowerment, internal communication, reward system, management supports, and education and training. The effects of internal marketing on market orientation were analysed by Structural equation model. Market orientation was positive affected by internal marketing, directly and indirectly. Specially, the management supports of internal marketing' constructs had relatively important effect on market orientation.

• Journal of the Korea Society of Computer and Information
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• v.26 no.1
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• pp.189-199
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• 2021

This study examines the relationship between internal marketing, market orientation, patient satisfaction, and hospital image, and especially focuses on the effect of CEO's role on internal marketing at a local national university hospital. A survey was conducted using the convenient sampling technique and 222 questionnaires excluding unreliable replies were used in the final analysis for the hypothesis testing. SPSS 21.0 was used for the basic analysis of the collected data, and confirmatory factor analysis was performed for reliability and validity using AMOS 21.0. Path analysis was performed for the hypothesis testing. The results of this study are as follows: First, the role of CEO positively affects internal marketing. Second, internal marketing has a positive effect on market orientation, and leadership is the most influential factor of internal marketing. Third, market orientation has a positive effect on patient satisfaction and hospital image, which are non-financial organizational performance. Therefore, internal marketing plays a major role in improving market orientation, patient satisfaction, and hospital image, and it is identified that the activation of internal marketing depends on the support of CEO in hospitals.

• Korea Trade Review
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• v.48 no.3
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• pp.151-176
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• 2023

This paper critically examines the role performance of local distributors within the Stimulus-Organism-Response (SOR) model, while also considering the moderating influence of market competition on the organism (O) and response (R) elements. Adopting a holistic approach, the SOR model provides a comprehensive framework for analyzing how external stimuli, including distributive, procedural, and interaction unfairness, interact with internal psychological processes, such as perceived unfairness, to shape the long-term orientation of importing agents. Moreover, this study acknowledges the pivotal role of market competition in the operational context of local distributors. It posits that competitive market dynamics play a crucial role in intensifying the relationship between behavioral factors and the long-term orientation of distributors, thereby revealing contingent effects within the SOR model. Through the exploration of these dynamics, this study contributes to a comprehensive understanding of the interplay among external stimuli, internal psychological processes, and market competition within the SOR framework, advancing our knowledge in this field.

• Journal of Technology Innovation
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• v.26 no.2
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• pp.37-68
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• 2018

This study examines the effects of entrepreneurial orientation and external oriented organizational culture on the firm perfornamance focusing on mediating effects of open innovation. The survey was conducted on Korean manufacturing firms with 100-5,000 employees among listed companies and external auditing companies. The validity of the research model and hypotheses was verified through analysis of structural equation model for 283 valid responses. Empirical results show that entrepreneurial orientation positively affects both open innovation and firm's performance. The external oriented organizational culture of firms appears to be positive effects on open innovation, but the effect between the external oriented organizational culture and firm's performance shows no statistical significance. Open innovation have positive effects on firm performance. In addition, a test for mediation effects of open innovation reveals that a full mediation exists between the external oriented organizational culture and firm's performance, while there is a partial mediation effect between entrepreneurial orientation and firm's performance. This study contribute to the literature by deepening understanding on the open innovation. We propose an integrated model for examining antecedent factors, open innovation and performance.

• Journal of Venture Innovation
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• v.4 no.3
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• pp.17-30
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• 2021

Environmental deterministic perspectives and resource-based perspectives have different perceptions on the factors that determine corporate performance. While the environmental deterministic viewpoint sees the external environment as having a significant impact on corporate performance. On the other hand, the resource-compliant viewpoint believes that it is important to obtain the necessary resources through appropriate decision-making in order to overcome the uncertainty of the environment. Although the external environmental impact on corporate performance is important, the study is in the position that efforts within the company to cope with environmental uncertainty are necessary. This study identified the role that factors within the company play in the process of affecting the external environment of the company's performance. This study looked at whether the CEO's innovation direction plays an mediating role in the market environment favorability affecting sales growth rate. The data was collected using a survey method. We collected data from 138 small and medium-sized manufacturing companies in Gyeongin area. The collected data was analyzed using SPSS 22 packages. According to the analysis, market environment favorability positively affects sales growth rate, and the CEO's innovation direction plays a mediating role between market environment favorability and sales growth rate. The results of this study showed that depending on the market environment, the CEO's interest and willingness to innovate, present a vision for innovation, and institutionalize innovation activities increase management performance through innovation.

• 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.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.7
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• pp.578-588
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• 2019

As the service industry develops, service quality, customer satisfaction, and human resource management are considered priorities in modern management to maintain a company's growth. Therefore, understanding the strategic importance of service marketing is an essential task for modern companies. This study examined the relationship between the internal service quality of employees in the organization and customer orientation through organizational effectiveness. In the case of an airline, a service can be defined as an interaction between an external customer and an internal customer service provider. This interaction significantly affects the behavior and attitude of the employees. Based on the results, empowerment has a significant influence on the internal service quality, but it has no significant effect on customer orientation. As the relationship between department and employees improved, the more confident staff showed an improved ability to perform their work. Therefore, it is important that the organizational structure and the reporting system are as concise and clear as possible to allow employees to accurately recognize the authorities and responsibilities assigned to them and have autonomy and discretion in the framework.

• International Area Studies Review
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• v.22 no.4
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• pp.145-166
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• 2018

This study is due to global competition, the wall between regions is disappearing, customer needs are diversified, and market and technology are rapidly changing. Future growth engines, the importance of convergence capabilities for industrial competitiveness is being emphasized more. Therefore, companies should seek innovative means to increase the efficiency of the company by establishing optimized global management environment and establishing direction and strategy for utilization of convergence technology by improving industrial competitiveness. Firms must adopt and utilize related new technologies by strengthening their convergence capabilities through dynamic capabilities that are internal resource bases for new product development and process innovation. Globalize markets and technologies can expect higher innovation performance when aligning strategic direction with formalized technology competencies held by the firm and incorporating the convergence capabilities needed for technological innovation into processes. The study focuses on the effects of market and technology orientation on technological innovation performance, whether dynamic and convergence capabilities affect technological innovation performance, and dynamic and convergence capabilities to mediate between market and technology orientation. For the study, we surveyed 51.4% of global and multinational corporations that are internationally active or headquartered overseas. Based on the previous studies, hypotheses were established and the collected data were analyzed through utilization path analysis and Sobel test.