• Proceedings of the Korean Society of Computer Information Conference
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• 2022.07a
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• pp.687-688
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• 2022

국내 커피산업에 있어서 2020년 기준으로 개인 커피전문점 점포수는 7만 5520곳으로 전체 커피전문점 점포수의 90%를 차지하였으나, 국내 3대 대형 커피프랜차이즈(스타벅스, 투썸플레이스, 이디야)의 매출액 비중은 60%으로 대형 커피프랜차이즈의 매출비중이 매우 높다[1]. 개인 커피전문점의 경우 대형프랜차이즈에 비해 자본력과 브랜드 파워 부족으로 어려움을 겪고 있는데, 본 연구에서는 마이클포터의 Five-Forces Model을 커피산업에 적용하여 한국 커피산업 외부환경을 분석하고, VRIO 분석을 통해 개인 커피전문점 내부자원을 분석하여 개인 커피전문점의 발전을 위한 경영전략을 도출하고자 한다.

• Proceedings of the Korean DIstribution Association Conference
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• 2003.02a
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• pp.123-166
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• 2003

Marketing channel is recognized as one of the society systems which have the character of functional organization. These organizations are related to each other for specialized and cooperative work. Channel members in distribution channel are striving to accomplish exchange through reciprocal action. Thus channel members exercise their power to take better position in exchange. There will be struggling between members about satisfaction and conflict during this power exercise. Now a days, buyers use more harsh power as large retail firms are increasing. This phenomenon is occurring in the distribution channel. However, there will be different phenomenon in case of agricultural products. Not like industrial product suppliers, agricultural product suppliers have various supply channels and many agricultural products are seasonal. It has also unstable amount supplies. There should be differentiated marketing in agricultural products. Relatively weaker powered suppliers have to strengthen comparative factors and also have to be technically specialized through assessed experience in order to establish strong product sales chain. Making a brand of agricultural product would be also a good idea to increase the product comparability. Channel members need to be recognized their specialized functions in order to make balanced distribution channel. There have to be conversion of concept of relation between suppliers and buyers from subordinate relationship to cooperative relationship.

• Information and Communications Magazine
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• v.28 no.1
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• pp.22-28
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• 2010

외환위기 이후 IT는 우리 경제의 견인차로 인식되어 왔으나 2000년대 초두의 IT 버블 붕괴 이후 극심한 성장정체를 겪으면서 일부 학자 및 정책입안자를 중심으로 IT 역할에 대한 회의론적 시각이 제기되어 왔다. 그러나, 지난 2~3년간의 각종 경제지표를 볼 때, IT는 여전히 우리 경제에서 중요한 역할을 하고 있음을 확인할 수 있을 뿐만 아니라 미래사회에의 대응을 위해서도 IT에 대한 관심 제고가 무엇보다도 절실한 시점이라 하겠다. 특히, 스마트폰의 등장에 따라 스마트폰 환경에 최적화된 다양한 애플리케이션의 등장과 이를 이용한 모바일 서비스의 보급 확산으로 IT 기기 및 서비스 산업의 경쟁구조에 근본적인 변화가 발생하면서 IT 강국이라는 국가적 브랜드마저 위협받고 있는 시점이어서 더욱 그렇다. 스마트폰의 등장으로 국가경쟁력 결정 패턴이 노동과 자본 등 전통적인 생산요소에 기반한 개별 산업분야의 경쟁우위를 기초로 결정되던 형태에서 감성과 창의성 등 소프트 파워의 보유 정도에 따라 결정되는 형태로 전환되었다는 점에서 R&D전략에 있어서도 중요한 전환점을 맞고 있다고 보여진다. 또한, 산업사회와 정보사회에 이어 급격한 기술혁신에 따른 기술간 및 산업간 융합의 정도가 산업 전반의 경쟁구도에 영향을 미칠 것으로 대부분의 전문가들이 예견하고 있으나, 산업현장이나 기술분야에서 실제적으로 발생되는 융합의 양상은 그다지 신속하지 못한 것으로 나타나고 있다. 따라서, 기술간 및 산업간 융합촉진을 통한 전산업 경쟁력 제고를 위한 R&D 방향 모색이 필요한 시점이다. 이에 따라 본고에서는 스마트폰의 등장에 따른 IT산업의 경쟁구도 변화와 글로벌 기업들의 전략, 대응방향 등을 살펴보는 한편 IT의 전반적인 활용도 증가에 따라 더욱 가속화될 것으로 전망되는 기술간 및 산업간 융합시대에 대응한 IT R&D 방향을 살펴본다. 이는 궁극적으로 IT 강국이라는 국가적 브랜드 이미지의 고착화 전략인 동시에 IT 기반의 융합을 촉진시킴으로써 스마트한 IT Korea라는 국가적 미래비전을 달성해 나가기 위한 방향이 될 것이다.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.333-342
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• 2019

The purpose of this study is to compare and analyze the cases of the multiplex cinema industry of CJ CGV, Lotte Cinema and Megabox to study what CJ CGV's innovative core competence is from a management strategy perspective. Through this, the core competence strategies, Value, Rareness, Inimitability, and Organization(VRIO) were analyzed in order to derive from the major success factors based on the expansion process of Cultureplex. According to the analysis results, CJ CGV's differentiated value roots from Cultureplex, which CJ CGV priorities in creating movie theaters a cultural entertainment hub. The ability of CJ CGV in transforming the cinema into a cultural and living playground through technological innovation is it's cutting edge from its competitors under the rareness factor. A CJ CGV attains its inimitability by establishing social brand power as an inclusive social contribution. An organization of CJ CGV is a globalization worldwide. CJ CGV is to increase the brand value of cultural experience movie theaters and enhance customer satisfaction by expanding the use of existing movie theaters and pioneering with innovative development to theaters. As more to be sought out from this thesis, CJ CGV has steadily increased its competitive edge, raising its core competence of business value.

• Asia Marketing Journal
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• v.8 no.3
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• pp.161-186
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• 2006

Since launching a spoonful yogurt 'Yoplait' for the first time in the nation, Binggrae Co. has established the reputation of the Yoplait brand, and secured its leading position in the yogurt market. This study examined how Binggrae as a market pioneer (in the spoonful yogurt market) or a market follower(in the drinking yogurt market) has developed and responded to the yogurt market in which competition between companies are becoming fierce. Instead of being bound by conventional competition rules, Binggrae was found to have implemented distinctive marketing strategies for new products. That is, providing new values, the company led the market to change the paradigm of competition in the yogurt market. Together with long-term strategic marketing plans to manage the assets of the Yoplait brand, Binggrae Yoplait is required to put continuous efforts into marketing to lead the market.

• Journal of Digital Convergence
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• v.10 no.1
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• pp.135-145
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• 2012

We are now observing that the information technology environments are rapidly changing toward smart and soft power computing. The main purpose of this paper is to investigate national-level information strategies and to provide suggestions for sustained growth of information technology industry which have played a significant role in upgrading national wealth and brand. In this context we look into the governance structures of the current government, delineate problematic sources, and derive remedial solutions, if any.

• Transactions of the KSME C: Technology and Education
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• v.5 no.1
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• pp.23-52
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• 2017

Bio-fusion and medical device industry is the multidisciplinary engineering application technology industries, which are fused, such as electricity, electronics, machinery, materials. It aims to improve the quality of human life by using bio-fusion and medical devices, and is an important industry recognition and brand power for the product. However, there is a period that is required from the development of products with technology-dependent industries. Therefore, it is necessary to have continuous effort for industrial investment in research and development at the national level including technical support, institutional support, and human resources.

• The Journal of the Korea Contents Association
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• v.18 no.7
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• pp.362-374
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• 2018

The purpose of this study is to examine the effect of product quality and value of perfume on purchase intention, and, as an antecedent, an empirical analysis was conducted regarding the effect of image characteristics of a perfume on the quality and value of perfume perceived by consumers, in order to study consumer behaviors towards perfume as a product and find issues related to development and sales of perfumes. The result shows that refreshingness and modernity influence perceived quality and value of perfume, while stimulation and romantic quality did not have an effect. Also, the perceived quality and value had an effect on purchase intention, with the former being more influential than the latter. This study is meaningful in two aspects: First, it is an empirical study of consumers' quality perception based on image characteristics. Second, it verified through empirical analysis that perceived quality is more influential than perceived value on perfume purchase intention of consumers. These findings suggest that consumers today, unlike consumers in the past who purchased perfume based on the brand, focus on quality when choosing a perfume. This study can help perfume companies realize the importance of having consumers perceive good quality of the product rather than relying on brand power.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.4
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• pp.129-159
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• 2022

This study generated primary data for supporting the place branding as a part of the library advertising and marketing strategies to increase public library visits. The literature review enabled the use of the place branding concepts to discover the relationships among the constituent parts, factors, expected outcomes, and loyalty, then to develop the research model and the hypothesis, which were verified using the Structural Equation Model. There were 34 research hypotheses, of which 21 were adopted. The place image factors such as library reliability, library reciprocity, and library safety were found to be significant. This study derived social contribution value as new place value and place image factors as the potential brand image of public libraries. It helped select the place image factors that best fit the local library's core values (i.e., place value). This study is meaningful because it is a fundamental study to introduce place branding in public libraries as an advertising and marketing strategy. And it is expected that public libraries will grow into high-quality brands with high awareness, loyalty, and secure leadership in the local community.

• Journal of Korea Society of Industrial Information Systems
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• v.29 no.2
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• pp.133-151
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• 2024

The purpose of this study is to analyze the core values of Donghwa Pharmaceutical, which has been in the pharmaceutical industry in South Korea for 126 years, and examine the core competencies that have consistently enabled it to maintain a competitive advantage. When applying the VRIO Framework, various general pharmaceuticals, including Donghwa Pharmaceutical's 'Hwalmyeongsoo,' which has maintained the top position in the liquid digestive medicine market for 126 years, are identified as powerful resources (Value) that generate 'sustained competitive advantage.' The principles of ethical management based on the Donghwa spirit, the long-standing principles of trust and belief, and the entrepreneurial spirit possess rarity. Having won four Guinness World Records and holding numerous new drug patents, Donghwa Pharmaceutical has consistently secured the top position in the digestive medicine category of the Korean Industrial Brand Power for 19 consecutive years. The company has been designated as a 'Golden Brand,' and its products have high levels of awareness, making them highly difficult to imitate. Lastly, the organization is structured to efficiently utilize resources such as a transparent hierarchical system, fair personnel management, diverse training programs, and high employee welfare and salaries. This study systematically analyzes the core values of Donghwa Pharmaceutical from a managerial perspective and proposes directions for the company to evolve into a long-lasting enterprise. The research outcomes will provide valuable insights for formulating long-term management strategies.