• Asia Marketing Journal
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• v.1 no.3
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• pp.1-11
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• 1999

중소기업이 국가경쟁력을 강화하는데 크게 기여한다는 실증적 연구결과에 힘입어 이의 육성에 각국이 힘을 쏟고 있다. 그러나 중소기업 육성을 저해하는 장애요인 또한 만만치 않다. 그 중에서 마케팅활동을 효과적으로 전개하기 어려운 여러 장애요인이 특히 우리 나라에서 심하게 나타나고 있다. 이를 극복하기 위한 주요한 수단으로 마케팅부문에서 타기업과의 협력과 제휴가 거론되며, 이를 통하여 중소기업이 지닌 능력의 한계를 극복하고 경쟁력강화를 이룩하려 한다. 협력과 제휴에는 여러 형태가 있으며 수평적관계의 제휴는 물론 수직적관계에서 나아가 이업종(異業種)과의 제휴를 통하여 그 효과를 극대화 할 수 있다. 제휴와 협력은 이제 중소기업의 생존과 성장에 필수적 요인이며, 전략적 관점에서 제휴상대와 내용이 검토되어야 할 것이다. 그러나 제휴의 성공은 몇 가지 필요조건과 이에 부수된, 특히 우리나라에서 강조되어야 할, 조건들이 충족되어야 할 것이다. 이와 관련해서 북부 이테리 공업지역 중소기업들의 제휴실태와 그 성과에서 우리가 배울 것이 많다. 이태리의 경우가 그러하듯 중소기업간의 제휴와 협력을 촉진하기 위하여 정부가 담당할 역할이 있으며 지속적 지원이 요구된다.

• Journal of Global Scholars of Marketing Science
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• v.2
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• pp.93-115
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• 1998

기존 연구가 전략적 제휴의 관리론적 의의에 등한시 한 반면, 본 논문은 제휴의 관리과정에 기초한 과정적 접근법과 구조적 행위적 특성에 기초한 내용적 접근법을 단일모형으로 접합시킴으로써 전략연구에서 제시된 성공결정요인이 제휴의 관리과정상 각 단계에서 갖는 의미를 체계화하였다. 물론 정연한 논리체계를 갖는 정교한 모형이라기 보다는 아직까지 전략적 제휴에 관한 이론적 체계가 정립되지 않은 상황에서 향후의 정교한 이론구축을 위한 하나의 방향제시라는 점에서 의의가 있을 것으로 기대된다.

• International Area Studies Review
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• v.20 no.4
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• pp.121-145
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• 2016

The purpose of this study is to identify the strategy of alliance portfolio and to compare the firm's characteristics and internal capabilities of each strategy for the successful utilization of alliance. We conducted a cluster analysis and ANOVA on 477 samples, which have alliance experience among the manufacturers responding to the Business Survey by Statistical Office in both 2012 and 2013. As a result of the analysis, it was found that firms have alliance portfolio based on strategy such as exploration, exploitation, and ambidextrity. There are statistically significant differences in the number of patents, technology capability, marketing capability, and global capability among the alliance portfolio strategy type.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2004.05a
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• pp.147-150
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• 2004

인터넷산업은 기술, 자본, 마케팅 등의 이유로 활발한 전략적 제휴가 이루어지고 있다. 본 논문은 최근 7년간 인터넷 산업의 기업간 전략적 제휴 사례를 조사하여 이를 바탕으로 전략제휴 네트워크화 하였다. 이 네트워크에 대해 연결정도, 밀도, 컴퍼넌트 분석을 수행하였으며, 연결정도의 분포를 분석하여 자연계, 사회시스템 등에서 많이 발견되고 있는 스케일 프리 네트워크의 성질을 갖는 지를 분석하였다. 또한 인터넷 붕괴 이전과 이후의 2기간의 전략적 제휴 네트워크의 변화 정도도 파악 하였다. 이와 같은 네트워크 모델분석은 국내 인터넷산업의 제휴 관계와 그 변화 추세 등을 거시적으로 살펴보는데 도움이 될 것이다.

• The Korean Journal of Air & Space Law and Policy
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• v.21 no.2
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• pp.181-205
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• 2006

After introduced in 1980's, the Frequent Flyer Program(FFP) was one of the most successful marketing tools in the airline industry and it has become a major linkage pin of strategic alliances for airlines despite of legal constraint. Further, the world air transport market progresses rapidly from a one-to-one alliance to a global alliance among groups due to fierce competition of the markets. In this study, I first examine the trends and the characteristics of global alliance groups. Further, I analyze the types of airline strategic alliances in the FFP, and present management strategy of the FFP for national flag carriers based on the collected data. It is suggested that airlines, including the two major Korean airline companies, consider the advantages of strategic alliances on the FFP in a rapidly changing management environment.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.8 no.4
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• pp.161-176
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• 2013

This study discusses some features observed in Korean credit card industry, which is classified as a two-sided market. First, I summarize six characteristics or conditions that two-sided markets possess by reviewing related literatures, and consider if we can find out those peculiarities in Korean card industry. Second, this study casts light upon the unique issues which have not been handled in previous studies, that is another two-sidedness in mature two-sided markets. In the context of credit card industry, this additional two-sidedness is created by specific consumers group existing in entire consumer group in a card firm as a form of subset and specific partnering merchants group offering special benefits to their subset consumer group, or alliance card holders. This concept gives new idea that there could be multiple two-sidedness especially in mature two-sided markets, which will be significant to platforms' pricing strategies and expand the scope of related studies.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.10
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• pp.666-677
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• 2016

This study analyzes determinants of strategic marketing alliances' performance using 'continuous use intention' of consumers in the Korean credit card industry. Specifically, this study aims to provide comprehensive and synthetic understanding of these factors divided into firm- level and consumer- level variables. Thirty alliance cards were chosen randomly. For firm- level data, managers from the thirty selected cards were interviewed concerning their respective firm and alliance operation. For collection of consumer- level data, 610 card holders from these thirty cards were surveyed concerning card benefits, benefits information, brand image, and continuous use intention. The hierarchical linear model (HLM) was employed to analyze this multi-level data, yielding the following results: First, consumers identified three factors that positively influence continuous use intention. Second, with respect to firmlevel factors, alliance partner's marketing capability is not positively related to intention, whereas fit of alliance goal influences consumer's continuous use of card. Third, contrary to expectation, the positive interaction effects between consumer level variables and firm level variables were found to be not present.

• The Journal of Information Technology
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• v.6 no.3
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• pp.97-113
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• 2003

The efficient conduct of the win-win strategic alignment in leisure industry is the one of the best way to cope with current situation. The purposes of this study are to identify the change of theme park consumers' visit intention when theme park joins with the membership program(reduced price) & Reward program of Network marketing system. From this study, it was found as follows : First, Membership progeam(reduced price) affects the change of consumer's preference to theme park.($before\;12.6\%,\;arter\;49.1\%$) Second, Network Marketing(reduced price + win-win rewards program) affects the change of consumer's preference to theme park.($before\;12.6\%,\;arter\;77\%$)

• 대학교육
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• s.95
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• pp.74-83
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• 1998

국립대학 구조조정의 원칙은 핵심역량을 살려 나가야 하고, 시너지 효과가 발생해야 하며, 자율적으로 추진되어야 한다는 것이다. 이에 터한 구조조정의 방향은 첫째, 교육중심대학인지 연구중심대학인지 분명히 정하고, 둘째, 특정 분야를 집중 육성하며, 셋째, 학과 통폐합 및 정원 감축을 단행해야 한다. 경영혁신 전략은 중복 행정업무의 통합화와 단순화, 일반 행정업무와 지원업무의 아웃소싱, 공생 마케팅.전략적제휴 추진, 혁신적 교육방법과 내용의 채택을 들 수 있다.

• The Journal of Information Technology
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• v.5 no.1
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• pp.113-131
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• 2002

The purpose of this study is to investigate the influences of transaction information and reputation about alliance partner on opportunism and alliance performance. In this study, a structural model and several hypotheses were developed regarding the relationships between transaction term, transaction records, reputation of alliance partner, opportunism, and alliance performance. Based on the collected data, the structural model was analyzed with Lisrel 8.12. The results can be summarized as follows. First, the longer the transaction term, the lower the opportunism and the higher the perceived alliance performances. Second, the better the transaction records, the lower the opportunism and the higher the perceived alliance performances. Third, the reputation of alliance partner company has not any influence on the opportunism and the perceived alliance performances. Finally, the lower the opportunism of alliance partner, the higher the perceived alliance performances. At the end of the paper, managerial implications and future research directions are discussed.