• 물류대상수상사례집
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• s.10
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• pp.105-137
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• 2002

• Asia Marketing Journal
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• v.5 no.4
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• pp.132-152
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• 2003

기업의 사회적 책임 인식이 미약한 편인 우리나라의 경우 사회공헌활동도 대부분 구호차원에서 전개되어 왔다고 하여도 과언이 아니며, 대부분의 활동도 일부 대기업을 중심으로 이루어져 왔다. 한편 최근 몇몇 기업들이 공익과 기업의 성공이라는 두 목적을 성취하려는 공익연계마케팅(cause-related marketing)에 대하여 증진된 관심을 보이고 있는 가운데 우리가 참고할 만한 사례로는 어떠한 것이 있을까 ? 우리나라 공익연계마케팅의 시작이라고 볼 수 있는 사례는 유한킴벌리가 1984년부터 시작하여 지금까지 진행하여 온 '우리강산 푸르게 푸르게' 캠페인이다. 물론 많은 어려움과 위험을 내포하고 있겠지만, 우리나라의 공익연계마케팅활동이 더욱 확산·활성화되기를 희망하는 것이 본 사례연구의 거시적 취지이다. 구체적으로 본 사례는 유한킴벌리의 공익연계마케팅활동의 내용을 상세히 살펴본 후 관리적 차원에서 그 내용을 분석하였다. 또한 공익연계마케팅활동의 바람직한 방향과 시사점, 그리고 더 생각해 보아야 할 과제들에 관하여 논의하였다.

• 물류대상수상사례집
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• s.14
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• pp.19-43
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• 2006

• Korea Logistics Conference
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• v.11 no.2
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• pp.115-132
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• 2003

• Asia Marketing Journal
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• v.11 no.3
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• pp.185-203
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• 2009

Yuhan Kimberly, a joint-venture company of Korean Yuhan Company and American Kimberly-Clark, opened a premium diaper market in Korea by launching Pull-Ups which was pants-typed diapers in 1993. Pull-Ups was imported as finished goods from Kimberly-Clark. However, in spite of its huge market share in United States, it failed to land down in Korean market because of wrong positioning strategy which did not consider domestic customers' tastes. In 1996, Yuhan-Kimberly brought out a pants-typed diaper, Huggies-Toddler, to Korean market again. This paved the way for the combination of Kimberly-Clark's production power and Yuhan-Kimberly's marketing power and led to launch new product superior to Pull-Ups. However, this product was unsuccessful in the market because of wrong positioning which did not catch domestic customer's life styles such as cultural, environmental and habitual differences in toilet training, the cost increase coming from IMF crisis in Korea, weak trust within the company, weak trust within the company, and too much higher price than regular diapers. In 2005, Yuhan-Kimberly redeveloped new pants market business strategy. It was organically combined with winning product development plan, winning communication strategy and the market structure change through the pants market creation. Customer's habit, usage and attitude were studied with total 55 times market investigations. Also, all processes from planning to designing were executed in the customer's view by investigating product research, positioning research and advertisement research. Yuhan-Kimberly repositioned new product as a wearing diaper not as a toilet training diaper and launched Huggies Magic Panty as a premium product which had 25% higher price than previous Huggies. Huggies Magic Panty was recognized as a great hit product in domestic diaper market and the sales recorded 37.6 bill won in 2006, 57.2 bill won in 2007, and 90 bill won in 2008 since launching in 2005. The reason of Huggies Magic Panty's success was the repositioning strategy deduced from the precise check of customer's usage habit. It was the winning strategy of Huggies that were market investigation in order to survive in domestic baby goods market where a lot of companies struggled intensively, the exact positioning based on its market investigation and aggressive 360 degree communication strategy to give customers impressions efficiently.

• The Inventors News
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• no.8
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• pp.4-4
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• 2003

유한킴벌리, 특허침해 공방 판정승 - 동원증권, 투자시스템 특허 획득 - 흘려쓴 등록상표, 다른 상표와 유사하면 사용 못한다

• The Safety technology
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• no.97
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• pp.39-39
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• 2006

• Environmental engineer
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• v.23 s.237
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• pp.72-75
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• 2006

• Pallet News
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• s.73
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• pp.9-16
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• 2014

본 원고는 지난 2013년 11월 11일 산업통산자원부 기술표준원 중강당에서 열린 유닛로드시스템컨퍼런스 발표 원고로 유한킴벌리 정성태 수석부장이 단위화물체계의 운영현황을 소개하고 있다.

• The Journal of the Korea Contents Association
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• v.14 no.3
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• pp.385-392
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• 2014

Workshift is a method of organization of working time in which workers succeed one another at the workplace. The shift work system enables round-the-clock activities required for meeting technological needs and productive and economic demands. This study tries to find the practical implications by investigating the workshift systems which are successfully applied in two representative Korean companies, Yuhan-Kimberly and POSCO. Case study method is applied in oder to analyze the special feature of shift work systems in two companies. It is concluded that the shift system(2-4system) has positively enhanced firm's capability including workers' satisfaction and commitment, product quality, and productivity. Specifically, the shiftwork system applied in the companies has significantly influenced on the workers' work-life balance.