• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.337-342
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• 2021

The purpose of this study is to analyze the environment and strategic behaviors of cultural contents companies with a focus on Iconix, and to derive strategic recommendations for Iconix to pursue in order to create a sustainable competitive advantage. As a result of the analysis, Iconix is a vertically integrated development-business system from content planning to business in line with their mission to develop into an all-weather entertainment content provider that can confidently compete with the major players in the US and Europe that are already leading the global market. It is building a strong global business network covering both domestic and overseas markets in stages, taking a high-level global strategy. However, depending on Pororo's success or due to various problems within the organizational structure, it is facing limitations. Therefore, if the various strategic suggestions presented in this study are implemented based on the One Source Multi Channel/Multi Use strategy that can maximize the added value of contents through the participation and business linkage of leading companies in each sector of the entertainment industry, the total entertainment will be stabilized. It will establish itself as a leader in the contents industry.

• Digital Contents
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• no.1 s.128
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• pp.58-64
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• 2004

• Digital Contents
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• no.12 s.127
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• pp.82-89
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• 2003

정보통신부가 주최하고 한국소프트웨어진흥원과 한국데이터베이스진흥센터가 공동으로 주관하는 디지털콘텐츠 대상 3/4분기 수장작이 정됐다. 디지털영상, 온라인게임, 교육용콘텐츠, 무선콘텐츠, 웹정보콘텐츠 등 5개 부문 총 7개 작품이 선정된 이번 3/4분기 디지털콘텐츠 대상 수상작들은 전 분야에 걸쳐 우수한 작품들이 제출돼 심사과정에서도 고민이 있었다는 후문이다. 수상작들을 살펴보면 디지털영상 분야에서는 캐릭터플랜의‘망치’와 아이코닉스엔터테인먼트의‘뽀롱뽀롱 뽀로로’가 수상의 영예를 안았고, 온라인게임 분야에서는 위젯의‘메이플스토리’와 그리곤엔터테인먼트의‘씰온라인’이 공동으로 선정됐다. 교육용콘텐츠에서는 유니메이션코리아의‘스몰 포테이토(Small Potatoes)’가 수상했고, 무선콘텐츠 분야에서는 웹이엔지코리아의‘부루마불’이 선정됐다. 마지막으로 웹정보콘텐츠 분야에서는 로앤비의‘온라인법률정보’가 대상을 차지했다. 이번 디지털콘텐츠 대상 수상업체들은 향후 정통부의 해외 진출과 마케팅을 위한 각종 활동에 우선적으로 참가하는 혜택을 누릴 수 있으며, 연말에 열리는‘디지털콘텐츠페어 2003’전시회에 참가하고, 대통령상 후보에 오르는 자격을 얻게 됐다.

• Knowledge Management Research
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• v.17 no.3
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• pp.181-206
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• 2016

Under the influence of growing popularity of "hallyu" (Korean wave), corporates that have copyrights such as music, movie, drama as their core competitiveness are showing continuing growth. In Addition, they built on contents are rapidly growing, interests in protection and management of intellectual property rights linked to contents are growing. Global contents development corporates are making great efforts to create profits out of copyrights. They could utilize original contents to strengthen brand value use it to produce additional contents in current market. Also they take advantage of existing storyline of the contents and strong brand to explore new markets. This paper looks into Value articulation model by Professor James Conley and analyzed the firms that utilized intellectual property rights to extend the period of protection, strengthen their competitiveness and succeeded in breaking into new market by using the rights they possess. Also, this paper examines the usage of intellectual property rights and business expansion strategy of of Iconix, the Korean entertainment company, which gained tremendous popularity in last ten years using this model. In Value articulation model, Conley classifies the process of exploiting the portfolio of the single product's(or service's) intellectual property right for a period of time into three stages ; value transference, value translation, value transportation. Pororo's strategy of utilizing intellectual property right is suggestive to domestic entertainment companies. Under the influence of hallyu" (Korean wave), domestic contents such as movies, dramas and music are enjoying the high level of popularity recently not to mention animations. In reality, Korean entertainment companies who have no background or experience of Intellectual property rights are not creating enough added values compared to fast growing market. It is believed Iconix's intellectual property rights management strategy will suggest positive aspects to domestic companies. Moreover, I hope various intellectual property rights management strategies including Conley's value articulation are studied and they can make contributions to managing domestic entertainment companies.