• 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.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2000.04a
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• pp.326-329
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• 2000

기업의 전략적 제휴와 관련된 이슈는 (1)계약체결이전의 문제(제휴의 동기 및 파트너의 선정), (2)계약상의 문제(계약 협상), 그리고 (3)계약이후의 문제(제휴의 운영 및 관리)의 세 가지 측면에서 접근가능하다. 본 연구에서는 전략적 제휴 이후의 결합효과 증대와 공동의 목표달성을 위한 제휴의 성공적 운영 및 관리에 초점을 두고 그 핵심전략으로서 상호호혜적 조정노력(가치-공유적, 일치성-중심 및 친교적 조정노력)을 제안한다 구체적으로, 전략적 제휴에 있어서 상호호혜적 전략이 파트너 기업과의 관계(파트너기업의 협력행동 유발, 기업간 상호적응성, 그리고 파트너 기업의 기회주의적 행동 억제)와 효과성(거래비용감소 및 관계지속의지) 사이의 관계를 구조적으로 파악하는 것을 목적으로 한다.

• 한국디지털정책학회:학술대회논문집
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• 2005.06a
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• pp.309-323
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• 2005

전략적 제휴를 통한 기업의 성과향상은 기업의 새로운 전략으로 많이 활용되고 있으며, 관련 연구도 이에 주로 초점을 맞추고 있다. 하지만 기업의 특성이 어떠한 제휴형태를 맺게 하는 가에 대한 심도 깊은 논의는 아직 미흡한 상황이다. 본 연구에서는 전략적 제휴 현상이 두드러지게 나타나고 있는 이동통신 서비스 산업을 대상으로 산업의 진입순서에 따라 어떠한 전략적 제휴 형태를 보이는 가에 대해 분석하고자 한다.

• Journal of Navigation and Port Research
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• v.35 no.8
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• pp.691-699
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• 2011

The culture is a criteria of behavior and judgement for the member of the society and it also affects strategic alliance. The fail of strategic alliance between lines is affected more culture factors than financial factors and sales factors. Due to cultural factors impact on the strategic alliance partner for the failure of the most overlooked result of cultural differences so than most other factors, cultural factors should be considered for the first. Openness to cultural understanding and our partners, strategic alliances, consider the satisfaction of the members to perform successfully, can lead to strategic alliances.

• International Area Studies Review
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• v.22 no.1
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• pp.79-99
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• 2018

According to the literature, the studies on the effects of the characteristics of the international joint venture partners on joint venture performance are mainly focused on partial aspects of partners characteristics, and the studies that investigate a mediating effect of alliance commitment on the relationship between partners characteristics and joint venture performance are scarce. Hence, this research intends to identify comprehensive partners characteristics, including CEO leadership behaviors similarity, strategic similarity, resources similarity, and organizational similarity and examines their effects on alliance commitment and joint venture performance. The results reveal that CEO leadership behaviors similarity and organizational similarity have a positive influence on alliance commitment and joint venture performance, whereas strategic similarity and resources similarity have a negative influence on alliance commitment and joint venture performance. It is also found that alliance commitment affects joint venture performance positively and mediates the relationship between partners characteristics and joint venture performance. Based on these results, key conclusions and implications are discussed.

• Asia Marketing Journal
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• v.13 no.1
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• pp.27-50
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• 2011

In today's market scenario, consumers are bombarded with similar promotional messages. It means that managers have to pay attention to promotion strategy to create strong effect as well as to break through the monotony. In this context, although there are strong needs concerning tie-in promotion, research investigating tie-in promotion is limited. Therefore, we extracted tie-in promotion tools and defined the concept of each tie-in promotion tool by analyzing various tie-in promotion cases which are executed in current market. In addition, consumer's recognition of tie-in promotion was investigated through the in-depth interview. The results of case analysis of tie-in promotion and in-depth interview are summarized as follows. First, 9 tie-in promotion tools were extracted: tie-in price reductions, tie-in coupons, tie-in membership, tie-in contests, tie-in premiums (tangibility, intangibility), tie-in payment terms, tie-in sample, tie-in event(culture event, charity event, experience event) and tie-in fund·rebate. Second, 3 categories of the recognition of the consumer for tie-in promotion were extracted: features of preferred tie-in promotion, expectation benefit of tie-in promotion, and risk factors of tie-in promotion. Especially, at the aspect of features of preferred tie-in promotion, fit between consumer pursuit benefit and tie-in promotion was found to be interesting. Moreover, the recognition of the consumer for tie-in promotion were divided with positive(preferred tie-in promotion features, expectation benefit of tie-in promotion) and negative(risk factors of tie-in promotion) factors. In conclusion, the company's effort will be necessary to lower the perceived risk level occurring from the process of accomplishing the tie-in promotion strategy since consumers recognize both positive and negative effects of tie-in promotion.

• 베이커리
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• no.8 s.457
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• pp.50-51
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• 2006

지난 6월 20일부터 200여 개의 테스트 대상 제과점에서 SK텔레콤 제휴카드 할인서비스가 시작됐다. 이번 테스트 마케팅은 8월 본격적인 시행을 앞두고 제휴마케팅의 성격을 결정짓는 것인 만큼 매우 중요한 의미를 갖는다. 이제 테스트 마케팅 시작 한 달. 매출로 연결될 만큼 뚜렷한 성과가 있는 것은 아니지만 지속적인 홍보만 따라준다면 자영제과점 경쟁력 키우기에 한 몫 할 것으로 기대를 모으고 있다.

• Journal of Technology Innovation
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• v.20 no.1
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• pp.17-43
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• 2012

Alliance formation has been recognized as an important strategy for firms who seek to survive through acquisition of sustainable competitive advantages. Specifically in high-tech industries, firms may consider formation of strategic alliances in order to access valuable external knowledge. These firms tend to be situated in a dilemma that they should choose between exploration and exploitation, which are two types of strategic choices suggested by March (1991). Working out the dilemma has been extensively discussed in the area of strategy or organization learning. Recently, however, an increasing number of studies have stressed on a balance between exploration and exploitation. Regarded as 'ambidextrous organizations' (Lavie and Rosenkopf, 2006), these firms that simultaneously pursue exploration and exploitation have emerged in high-tech industries, and many studies have provided evidence of positive association between organizational ambidexterity and firm performance. In the strategic alliance research, accordingly, scholars began to pay attention to the balanced choice between exploration-and exploitation-oriented alliances. Given these backgrounds, this study examines the relationship between alliance ambidexterity and firm performance. While previous research approached alliance ambidexterity mainly from the number of alliances, our study suggests ambidexterity in terms of alliance portfolio and alliance partner. Our dataset consists of biotechnology or pharmaceutical firms in the United States, which spans time period between 1990 and 2005. We conduct panel data analysis. The results show the strong link between alliance ambidexterity and firm performance, highlighting the balance between exploration and exploitation when firms make strategic decisions.

• Proceedings of the Korean Information Science Society Conference
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• 2011.06d
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• pp.98-101
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• 2011

금융회사들은 자사와 제휴 또는 외부 주문하고 있는 사업자들에 대해 전자금융 침해사고 예방을 위한 안전성 점검을 개별적으로 실시하고 있다. 이러한 개별점검 방식은 금융회사와 제휴사업자 모두에게 인력 및 비용, 시간 면에서 비효율적이며 금융회사마다 점검기준이 서로 달라 제휴사업자 측면에서 대응하기가 어려운 상황이다. 따라서 본 논문에서는 금융회사와 제휴 또는 외부 주문하는 사업자들에 대한 개별점검방식의 문제점을 보완할 수 있는 합동점검 프레임워크 구축 개발을 통해 합동점검의 효율성을 기술한다.

• Journal of Convergence for Information Technology
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• v.8 no.2
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• pp.219-225
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• 2018

The objectives of this study is to analyze the impact of open information innovation which consisted of external technology acquisition and external technology exploitation on export performance by integrating with strategic alliance factors. This study empirically analyzed six hypotheses in 201 sample using the PLS (Partial Least Square) of the structural equation model to verify the moderating effects of organizational culture on the relationship among open information innovation, strategic alliance and export performance. As a result, external technology acquisition dose not affect strategic alliances. On the other hand, external technology exploitation has a positive impact on strategic alliances. Strategic alliances also have a positive impact on export performance. As a result of the moderating effect analysis, the interaction between organizational culture and external technology acquisition has positively influenced strategic alliances. In addition, the moderating effect of organizational culture and external technology exploitation has a significant effect on strategic alliances. However, moderating effect of organizational culture and strategic alliance dose not affect export performance. This study has a contribution to the analysis of the moderating effects of organizational culture. In the future, integrated analysis of open information innovation and external factors is needed.