• International Commerce and Information Review
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• v.17 no.3
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• pp.225-250
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• 2015

While strategic alliance of multinational corporation has boost, opportunistic behavior is also increased recently. This study examines the cause of opportunism in strategic alliance by focusing on the development of opportunistic behavior, a process in which resource complementarity and risk perception decides attitudinal direction, ultimately leading to opportunism. Empirical test based on 257 alliance participants shows that risk perception had a greater influence on firms' attitudinal and behavioral directions compared to benefit perception. Notably, relational risk heavily influenced firms' competitive attitude and opportunistic behavior. Finally, the study concludes that firms' competitive and independent attitude caused by risk perception negatively influence alliance outcome. Based on the results, it is drawn that alongside the external tools such as surveillance, control, monitoring or legalistic pleas, management of risk perception during the alliance process has significance influence on the achievement of alliance goals.

• Journal of Convergence for Information Technology
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• v.7 no.6
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• pp.253-258
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• 2017

The purpose of this study is to measure the difference of corporate social responsibility(hereinafter referred to as "CSR") effects on SME's depending on the level of business risk perception. For this aim, we divided the analysis target SEM's into two groups according to the level of business risk perception and examine whether there is any difference in CSR effects through t-test and the test of the structural model invariance across the groups. As a results, the difference of CSR activities between the two groups occurred in the communication and strategy. In terms of CSR effects, there was a gap in the financial performance.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.5 no.4
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• pp.753-760
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• 2015

The Korean wine market is growing year by year recently especially in Off-trade market. It shows not just a part of the very few consumer-driven trend. The purchases of wine is always not so easy because the risk factors and failure points occur when buying wines. Most of wine consumers feel difficulties when buying wines at phase of previous step, buying step and after buying step. Wine consumers can be divided into the wine experts, wine lovers, novices, outsiders. To guide an wine buying with less failures to each representative of wine consumer characteristics and needs, user persona and scenario for the reduced failure were derived.