• Journal of Technology Innovation
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• v.22 no.1
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• pp.23-58
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• 2014

This study investigates the effects of product strategies and CEO characteristics on the growth of venture firms. These factors are related with strategic behaviors and managerial capabilities of small and dynamic firms. According to empirical results of FGLS regression with the data of the Korean venture firms, both product strategies and CEO characteristics have significant effects on firm growth and additionally explanatory powers. In general, the growth rates of venture firms tend to increase with the level of product's diversity and marketing-enhancing strategy, but decrease with the degree of product's innovation-enhancing strategy. The growth rates are higher when CEO is non-founder and has sufficient experience related to current business, and CEO's career development is focused on general management area. The effects of product strategies and CEO characteristics are moderated by the firm-internal factor such as organizational growth stage. The positive effects of some product strategies (e.g. marketing-enhancing strategy) and CEO characteristics(e.g. career focused on general management) become stronger for firms operating in the stage of start-up or initial growth, while their effects become negative or insignificant for firms operating in the mature or declining stage in which the negative effect of innovation-enhancing strategy does not exist.

• Journal of Industrial Convergence
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• v.18 no.5
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• pp.14-22
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• 2020

In this study, in addition to non-technical innovation activities such as organizational innovation and marketing innovation, the purpose of this study was to verify through empirical analysis what mechanism appropriation affects the business performance of a company. Data were collected from the 2018 Korean Business Innovation Survey: Manufacturing Sector and used as analysis data. As a result of the analysis, it was verified through empirical analysis that non-technical innovation improves management performance, appropriability is affected by non-technical innovation, and acts as a mediating factor between management performance. Through this empirical analysis, it was derived that considering appropriation along with non-technical innovation on the recently studied non-technical innovation can be a meaningful study, and since securing such appropriation is an important factor in determining the business performance of a company. Companies need insight into the strategic use of technology protection measures to secure appropriation. As a limitation, it was limited to studies that verify that it has a mediating effect of non-technical innovation and appropriation, and it is considered that it is possible to develop a study that affects the management performance of a company through more various verification methods for future studies.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.19 no.2
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• pp.215-235
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• 2024

As artificial intelligence (AI) technology is recognized as a key technology that will determine future national competitiveness, competition for AI technology and industry promotion policies in major countries is intensifying. This study aims to present implications for domestic policy making by analyzing the policies of major countries on the start-up of AI companies, which are the basis of the AI industry ecosystem. The top four countries and the EU for the number of new investment attraction companies in the 2023 AI Index announced by the HAI Research Institute at Stanford University in the United States were selected, The United States enacted the National AI Initiative Act (NAIIA) in 2021. Through this law, The US Government is promoting continued leadership in the United States in AI R&D, developing reliable AI systems in the public and private sectors, building an AI system ecosystem across society, and strengthening DB management and access to AI policies conducted by all federal agencies. In the 14th Five-Year (2021-2025) Plan and 2035 Long-term Goals held in 2021, China has specified AI as the first of the seven strategic high-tech technologies, and is developing policies aimed at becoming the No. 1 AI global powerhouse by 2030. The UK is investing in innovative R&D companies through the 'Future Fund Breakthrough' in 2021, and is expanding related investments by preparing national strategies to leap forward as AI leaders, such as the implementation plan of the national AI strategy in 2022. Israel is supporting technology investment in start-up companies centered on the Innovation Agency, and the Innovation Agency is leading mid- to long-term investments of 2 to 15 years and regulatory reforms for new technologies. The EU is strengthening its digital innovation hub network and creating the InvestEU (European Strategic Investment Fund) and AI investment fund to support the use of AI by SMEs. This study aims to contribute to analyzing the policies of major foreign countries in making AI company start-up policies and providing a basis for Korea's strategy search. The limitations of the study are the limitations of the countries to be analyzed and the failure to attempt comparative analysis of the policy environments of the countries under the same conditions.

• Journal of Global Scholars of Marketing Science
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• v.14
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• pp.59-80
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• 2004

As industrial development standardizes the quality of products, people are increasingly attracted by a certain brand with intangible value. Consumers, surrounded by a variety of brand in a market, want to have relationships with specific brands reflected by their personality. Especially in fashion, brand personality is more important since products are highly involved in terms of personal emotion. The purpose of the study is to identify the dimension of overall fashion brand personality, to specify the 'Dimension of Fashion Brand Personality' according to fashion product categories (i.e., formal wear, casual wear, sports wear), and to investigate the effect of each dimension of fashion brand personality on brand preference and purchase intention. The results were as follows: Firstly, based on Aaker(1997)'s 'Big five factors' and selection fashion brand personality factors from our pretest, the fashion brand personality factors were verified as 'Fashionable/ Innovative', 'Sincere', 'Universal! Stable', 'Professional'. Secondly, according to fashion product categories, brand personality was defined as below. Brand personality for formal wear included 'Innovative/ Active', 'Stable', 'Professional', and 'Universal'. Brand personality for casual wear included 'Fashionable/ Innovative', 'Active', 'Sincere', and 'Stable'. Brand personality for sports wear included 'Innovative', 'Social', 'and 'Sincere'. Finally, overall fashion brand personality factors (' Sincere', 'Universal! Stable', 'Professional') influenced on brand preference and purchase intention. In formal wear, 'Professional' influenced on brand preference and purchase intention. In casual wear, 'Active' influenced on brand preference, but 'Fashionable' and 'Sincere' influenced on purchase intention. In sports wear, 'Sincere' influenced on brand preference and 'Innovative' influenced on purchase intention.

• Journal of Distribution Science
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• v.9 no.3
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• pp.73-82
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• 2011

This study presents an effective and distinctive marketing strategy through the implementation of the aesthetic art marketing communication technique of storytelling. The reason applying art to marketing is effective is that it gives "class" and aesthetic beauty to the brand's image, which will lead to an increase in revenue and loyalty of consumers. The story stands in for the brand's subject of "desire." Luxury brand customers not only consume high-quality products, require the utmost in service, and value of the brand, they also appreciate the story the brand is telling. The story, combined with art, is called art marketing communication; it makes the brand more unique through its enhanced visual elements. The study discusses art collaboration, art exhibition, a transforming architecture project, art advertisement, a flagship store, and a human resource training center. Based on the "desire," I adopted the element and principle of storytelling. By visualizing the brand with a symbol, the company is able to relate to consumers' sentimentality. Through storytelling art marketing communication, and the strategy using relevance of brand and artist's popularity, the research shows efficient art marketing influences to the brand's image. The results of the research indicate that by using adequate art marketing communication that best reflects the identity and story of the luxury brand, it produces great results; the research also demonstrated, in various ways, that art marketing will succeed. The case showed the following outcomes. First, consumers have a tendency to choose a brand that is associated with an empathizing story. World renowned brands see through the market's "desires" for unique stories, and they also provide the ability to amuse consumers. The story in a product will become an important competitive element in future markets. Second, the art marketing communication applying a story rendered a brand with distinction. The most effective art marketing communications are art collaboration, art exhibition, locomotive architecture project, and others that are adopted as various means. Third, the brand's products were considered as an art piece, which led to not only strengthening the loyalty of consumers but also an increase in sales. In addition, the company could sustain a premium price for the goods sold. By adapting art to a brand's tradition, an innovative and creative new product provides consumer satisfaction, and producing goods in limited editions creates enthusiastic collectors. Fourth, this study suggests an abridged report, implication, limitation of the study, and directions for further research. Referring to the case for the adaptation of luxury brands, efficient art marketing strategies considering Korean company brand and efficiently study preceding Korean company brand art marketing strategy could be proposed.

• Journal of Digital Convergence
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• v.10 no.8
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• pp.119-133
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• 2012

Recent rise of social media channel is changing social and economic paradigm and is being used as an effective communication in marketing. The following research analyzes the most employed social marketing tools such as portal advertisement, blogs, and SNS channels to effectively execute social media marketing from performance indicator and ICSI perspective, analyzes each channel's characteristics and results based on Korea distribution companies' case studies and suggests a framework to effectively use each channel. Portal site advertisements are the most effective channel to draw customers with new information and are thus linked to profit by corporations with excessive budget and workforce. Blogs target a specific range of customers providing quality information and knowledge thus improving a corporation's and its product's trustworthiness, spread the word by allowing customers to scrap the information, form social groups and synthesize ideas, events, new contents and social involvement with loyal customers. SNS channels allow customers to get involved in real time information and events, grow through network by the power of customers, react immediately to customers' needs, and execute real-time market and customer reports. Though national corporations currently rely heavily on portal site advertisements, insightful marketing professionals are showing financial results with blog and SNS. In the future, based on a precise understanding of each channel's benefits and expected results, and with a focus on flexibility, timeliness and integrated use of each channel, a portfolio of dynamic marketing as a maximizing strategy could be synthesized.

• Distribution Business Review
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• no.3
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• pp.155-170
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• 2003

본 연구는 기본적으로 온라인과 오프라인의 통합마케팅을 절명하고 이에 관한 경험적 사례를 개발하기 위한 목적으로 진행되었다. 앨범서비스 영역의 공생적 기반 위에 전개되는 온 -오프라인의 경험적 사례를 개발하고 바람직한 마케팅방향 방향을 제시하였다. 본 연구는 문헌연구와 사례연구를 병행하여 연구를 진행하였다. 사례는 인터넷 기반의 앨범서비스를 제공하기 위한 (주)와이드스쿨이다. 온-오프라인의 협력적 통합마케팅의 전략을 전개하기 위해서는 무엇보다도 온 -오프라인의 뚜렷한 목표를 절정하고 성장방향에 대한 비전을 공유하고 나아가 온 -오프라인의 사명을 감당하는 것이다. 즉, 실천적으로는 \circled1 항상 고객 (customer)기반의 의사결정을 이루며 \circled2 철저한 협력적 돕는 경쟁(competition) 의식과 \circled3 구성원 자신의 일에 대한 자신감(confidence)을 지니고 \circled4 실천을 위한 용기(courage)를 가지고 \circled4 혁신하여 변화(change)를 선도하는 것이다. 온라인(on line)으로 표현되는 인터넷환경은 모든 영역에 변화를 요구하고 있다. 온라인에 관한 연구는 크게 온라인시장의 경쟁(competition)에 관한 연구와, 온라인 소비자(consumer)에 관한 연구 그리고 온라인 시장 참가기업(company)에 관한 연구로 구분된다(이석규 ; 2001). 이중 기업에 관한 연구의 중심에는 e-biz의 수익모텔에 관한 연구가 주류를 이루고 았다(David et al, 1999) 특히 오프라인기업의 경우 어떠한 형태방법으로 온라인 환경에 부응하며 기존의 마케팅활동과 연계할 것인가는 매우 중요한 문제다. 즉 기존의 오프라인기업이 온라인도구변화에 적응하고 이를 전략적으로 활용하기 위해서는 무엇보다도 오프라인과 온라인의 통합에 관한 형태와 전략 등을 명확히 이해하고 적용하는 것이 중요하다. 개수가 감소하는 것과는 상당히 다른 분포이다. 따라서 우리의 관측 결과는 2001년 사자자리 유성우의 극대 시간 전후 2시간에 적어도 0등급 이하의 밝은 유성이 상대적으로 많이 발생하였을 것으로 해석된다. 이런 밝은 유성의 빈도는 유성우 특성 연구에 중요한 의미를 가진다. 그러나 표준성만을 이용해 결정된 유성 등급은 유성의 지속 시간에 대한 불확실성과 전천 카메라 감응도의 비선형성에 의한 불확실성을 내포하고 있음을 지적해 둔다.umn chromatography)를 사용하였고 일련의 정제 과정을 통하여 배양액 중의 L-lactic acid 정제 수율은 약 85% 정도로 나타났으며 HPLC로 분석한 결과 99.7%의 순도를 확인할 수 있었다.경향을 나타내며 유입휫수와 $Dst_{min}$ 사이에는 높은 상관관계(0.83)가 있었다. 둘째, 주상기간 중 자기폭풍의 크기가 클수록 플럭스 비 ($f_{max}/f_{ave}$는 대체로 증가하는 경향을 나타냈다. 그리고 75~113keV 에너지 채널에서의 $Dst_{min}$ 값과 플럭스 비의 상관계수는 0.74로서 가장 높았으며 나머지 에너지 채널 역시 비교적 높은 상관관계를 나타냈다. 셋째, 주상기간 중 총 에너지 유입률 지수와 $Dst_{min}$ 사이에 높은 상관관계가 확인되었다. 특히 환전류를 구성하는 주요 입자의 에너지 영역(75~l13keV)에서 가장 높은(0.80) 상관계수를 기록했다. 넷째, 회복기 중에 일어나는 입자들의 유입은 자기폭풍의 지속시간을 연장시키는 경향을 보이며 큰 자기폭풍일수록 현저했다. 주상에서 관측된 이러한 특성은 서브스톰 확장기 활동이 자기폭풍의 발달과 밀접한 관계가 있음을 시사한다.se that were all low in two aspects, named "the Nonsignificant group".

• Proceedings of the Korea Technology Innovation Society Conference
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• 2017.05a
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• pp.713-729
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• 2017

프랜차이즈 산업은 전문 창업시스템을 구축한 가맹본부가 사업 초기부터 가맹점의 영업활동을 지원하고 사업 노하우(know-how) 및 경영 기술을 지원 해줌으로서 창업 활동을 용이하게 도와주고 있다. 프랜차이즈 가맹점 창업의 장점은 브랜드 인지도를 활용한 영업활동으로 창업초기부터 일정한 수익을 보장 받을 수 있는 이점이 있어 소상공인의 관심이 매우 높다. 본 연구에서는 프랜차이즈 지원서비스인 가맹본부의 상품공급 수준, 고객관리 지원, 슈퍼바이저지원, 교육훈련 지원, 마케팅지원이 가맹점주의 경영성과에 어떻게 영향을 미치는지를 연구함으로 써, 가맹본부와 가맹점간의 서로 상생할 수 있는 지원서비스에 대한 전략적인 방법과 기업가정신과 개인 특성이 경영성과에 미치는 영향을 분석하는 것이다.

• Journal of Internet of Things and Convergence
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• v.8 no.2
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• pp.25-33
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• 2022

The purpose of this study is to provide the basic data for establishing a unique admissions promotion strategy for each university and to innovate the paradigm of university admissions promotion through the examples of central universities in the practice of PR promotion based on big data analysis. To this end, prior literature related to university publicity (marketing), and recognition of prospective college students who visited the university, and database data were defined and analyzed as big data. As a result, first, the preliminary studies related to college entrance exam promotion (marketing) increased dramatically in the 2000s and 2010s as part of preparing for countermeasures against population decline in school age. Responding to the need for an admissions promotion strategy to accelerate visits to prospective college students, the database data analysis result suggested the selection and concentration of entrance exam strategies based on the university's regional and academic characteristics.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.6
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• pp.29-43
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• 2019

This paper empirically analyzed the relationship between the characteristics of venture business founders and management performance, setting the management strategy as a parameter to provide a suggestion for the survival and development of venture companies that play an important role in the national economy and job creation. Previous studies in Korea have analyzed the relationship between the characteristics of business founders, management strategies and management performance in a single dimension. This paper, however, explained the business performance of a company from a multi-dimensional perspective while setting the characteristics of business founders as independent variables and setting the business strategy of the enterprise as a parameter. The first result of the analysis shows that the characteristics of venture business founders have a positive effect on business performance. In particular, among the characteristics of venture business founders, a progressive spirit has had the greatest impact on business performance. On the other hand, the influence of risk sensitivity was very weak. Second, the characteristics of venture business founders were found to have a positive effect on business strategy. In particular, innovation was an important variable that affected the technological innovation differentiation strategy, and a progressive spirit was the most influential factor in the marketing differentiation strategy. Third, management strategies of venture firms were found to have a positive effect on business performance. In particular, the technology innovation differentiation strategy has a greater impact on business performance than the marketing differentiation strategy. Fourth, it was revealed that management strategy partially has a mediated effect on the relationship between the characteristics of venture business founders and management performance. In other words, it was found that the characteristics of the founders have a direct impact on business performance but if it is linked to management strategy it has an indirect effect on business performance. The results of this study show that business performance improves when venture business founders' personal characteristics and the firms' management strategy are combined.