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The Effects of Perceived Inward Internationalization on Global Brand Attitude (내향적 국제화 인식정도가 글로벌 브랜드 태도에 미치는 영향에 관한 연구)

Lee, Han-Suk
- The Journal of the Korea Contents Association
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- v.14 no.5
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- pp.322-331
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- 2014
The objective of this study is to examine the effect of regional globalization and its impact to globalized company. As emerging markets evolve from the periphery to the core of marketing practice, we will need to figure out their unique characteristics. Emerging markets are distinctly different from mature markets. Because of market heterogeneity it is important to segment customer and find out their characteristics for the companies. In this research we explores how inward internationalization, susceptibility to global consumer culture affect consumer's brand attitude and adoption of global brand. This study examines various strategic issues in the context of China. The result suggest that inward internationalization is an antecedent factor of susceptibility to global consumer culture and also influence to brand attitude and brand adoption positively. Several implications for Korean content providing companies and marketing strategies are discussed.
https://doi.org/10.5392/JKCA.2014.14.05.322 인용 PDF KSCI

Risk Assessment on the Water BOT Business Participation in China : Domestic EPC Contractor's View (해외기업의 중국 수처리 BOT시장 참여 저해 위험요인 분석 : 국내 EPC 건설기업의 관점)

Choi, Jae-ho;Li, Shoushuang;Lee, Seungho
- KSCE Journal of Civil and Environmental Engineering Research
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- v.28 no.5D
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- pp.695-703
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- 2008
China water market has huge potential for increased use of BOT mode and one of the most attractive markets of doing business. However, the current China water BOT market shows that many foreign companies are retreating from the market while Chinese water companies fast growing. From the view no domestic companies have track records in China BOT water market, the research identified twenty market access barriers in terms of construction laws, regulations, BOT-related policy and the recent market situation. These are evaluated based on interview results with 10 professionals direct or indirect having a China water BOT experience. All the factors are found to be highly influential to foreign company's decision on the market participation. Among those, no fixed return policy and low water price, difficulty in water price adjustment and approval, and no government guarantees, all directly related to the project viability and under the control of government, were the most critical factors, implying government's role is the key in increasing the market competition by attracting more foreign participation on the market. In addition, new construction law regulating foreign EPC contractor's construction work, namely Decree 113, and requirement of applying competitive bidding in selecting EPC contractor in a BOT project are also considered signigicant barriers on foreign participation, which contradicts international norm and therefore necessitates an adjustment on current decision process in domestic companies.
https://doi.org/10.12652/Ksce.2008.28.5D.695 인용 PDF