• Archives of design research
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• v.16 no.1
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• pp.103-116
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• 2003

As the globalization become the main stream in our world, there is no exception also on the cultural section. And we are En the midst of this rapid transition. In the case of advertising market, we opened to those agencies in abroad in the early year of 1990 and now completely opened. On this thesis, the multinational corporation advertising was studied and researched by empirical case study. The main topic is the value expression in the advertising creativity viewed on the cultural level. The multinational corporations that have an eminent, powerful brands produces much of goods wend widely with their powerful brands and extend their marketing activities to abroad. For example, those non-alcoholic beverages, pharmaceutical products, cosmetics, electronic appliances, vehicles, sports shoes, clothes are their main exports, and they broaden the product category, market size to the global market. They also use an expert marketing skill accumulated for a long time. The advertising activities is one of the useful method to extend their global market abroad enhacing continuously brand value. And much of the multinational corporation's advertising are suspected of negative effects that advertisements works on a tool which curies so called uniformed ideology - various ruling ideology - with commercial messages. These advertising affect an developing country's moral value, life style, social value, and others. And they weaken those developing country's unique tradition, culture by putting their own ideology. Those who have a critical position on the advertising activities have been careful in judging it's effects. The result of this study which of the value system is expressed in the multinational corporation's advertisements are; First, the self - esteem value is classified by western value, and it was founded out much more in the domestic corporation's advertisements then multinational ones. Second, the security value system is classified by western value system, and it's outcome was much the same as former one. Consequently, the multinational corporation's advertisements have less of an western value expression relative to korean advertisements. Those outcomes may infer that the multinational corporations prefer to an compromise creative strategy in korea for avoiding cultural conflicts.

• Journal of Distribution Science
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• v.14 no.12
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• pp.31-41
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• 2016

Purpose - This study investigates whether corporate social responsibility(hereafter CSR) management activities affect companies' performance. Depending on the CSR management activities and companies' type (national and multinational), we examined whether there is any difference in their CSR activities on Corporate Performance. Research design, data, and methodology - Data were collected from 230 surveys with a sample group consisting of employees in multinational corporations located in Seoul and Gyeonggi and 224 copies were used from 3 May 2016 to 17 May 2016. The data was analyzed by SPSS 21.0. Results - The empirical results show that CSR management activities positively influence on financial and non-financial corporate achievement and CSR may be interpreted as a strategic method to improve corporate value. But the impacts of CSR activities on performance were different between domestic and multinational corporations. The reason that the legal responsibility was overruled as a factor for financial and non-financial achievement in domestic company may be that CSR management activity is perceived as an indulgence to hide or beautify negative behavior regarding corporate illegal behavior, thus it does not deliver value. Conclusions - CSR activities can be delivered differently between domestic and multinational corporations, and further study should be done why there are differences between corporations.

• Asia pacific journal of information systems
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• v.9 no.2
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• pp.117-132
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• 1999

Common system deployment is one of the global information systems strategies of a multinational corporation for large-scale development that can provide economies of scale and optimal use of scarce technical expertise. But while the same (headquarter) team implements the same system, the resulting efficiencies of those projects differ widely among the subsidiaries. This paper focuses on the differences between the efficiencies of these implementation projects. Eight prepropositions about the factors causing the differences have been developed from the previous research. These prepropositions are explored through a case study on the twelve overseas subsidiaries of a multinational electronic corporation headquartered in Korea. We found that three factors(autonomy of subsidiary, complexity of task, experience level of users) have strong relevant relationships and two factors(level of subsidiary country, level of process formality) have partial relevant relationships with the implementation outcome.

• Asia Marketing Journal
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• v.14 no.4
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• pp.35-56
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• 2013

The era of globalization provides us with both opportunities and threats. The success of a multinational corporation depends largely on its ability to adapt itself to new market environment. We believe that understanding and implementing multicultural PR strategy can be a key to the multinational corporations' success in foreign markets. We argue in this paper that even a global iconic company such as Google needs to focus on how to understand local consumers' needs and preferences before formulating and implementing PR strategy. Having a global hit product or service is not sufficient enough to be successful in some foreign markets. It is especially more evident in the industries where companies deal with individual consumers, and perceptions and sentiments play a large role in their purchase decisions. The objective of this research is to find out the relationship between multicultural PR strategy and business performance. Therefore, our main hypothesis is; better implementation of multicultural PR strategy by a multinational corporation will result in higher performance in the foreign markets. To prove the relationship between multicultural PR strategy and performance, we designed a framework that uses Rudan's (2004) five rules for multicultural PR strategy. It is a contribution to the business academics as there are very few studies that directly focus on and analyze the multicultural aspects of a multinational company's PR strategy. Through our research, we found strong evidence that there is a positive relationship between the level and effectiveness of a company's multicultural PR strategy and its performance in the foreign markets. This offers some meaningful implications to the managers of the multinational corporations and those who are considering going into a foreign market for the first time. We also suggested a way of measuring the implementation of multicultural PR strategy. By applying five rules for multicultural PR strategy to Google's PR activities, it allowed us to convert qualitative information into quantitative data. This kind of tool can be helpful for multinational corporations that want to evaluate their own PR activities.

• Journal of Preventive Medicine and Public Health
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• v.37 no.1
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• pp.17-25
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• 2004

Objectives : We intended to evaluate the double standard status and to identify factors of determining double standard criteria in multinational corporations of Korea, and specifically those in the occupational health and safety area. Methods : A postal questionnaire had been sent, between August 2002 and September 2002, to multinational corporations in Korea. A double standard company was defined as those who answered in more than one item as adopting a different standard among the five items regarding double standard identification. By comparing double standard companies with equivalent standard companies, determinants for double standards were then identified using logistic regression analysis. Results : Of multinational corporations, 45.1% had adopted a double standard. Based on the question naire's scale level, the factor of 'characteristic and size of multinational corporation' was found to have the most potent impact on increasing double standard risk. On the variable level, factors of 'number of affiliated companies' and 'existence of an auditing system with the parent company' showed a strong negative impact on double standard risk. Conclusion : Our study suggests that a distinctive approach is needed to manage the occupational safety and health for multinational corporations. This approach should be focused on the specific level of a corporation, not on a country level.

• International Commerce and Information Review
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• v.9 no.4
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• pp.375-393
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• 2007

The purpose of this study is to define the different stage of global management cultures for localization from the case study of two respective multinational corporations, Nestle and Samsung Electronics invested in Vietnam, and then to find out on how Korean multinational corporations can reduce the gap of global management culture compared to global multinational corporations. In fact, Samsung has been pretty much being on a right track from the global marketing management perspective, however still stand at the beginning stage in terms of leading the global corporate culture. In comparison to Nestle with over 130 years of worldwide business experience, Samsung Electronics having only a decade global experience as a Korean multinational corporation has been found to have an obvious gap in terms of globalization which is mainly caused by global corporate culture. Even though it doesn’t seem realistic for Korean multinational corporations to immediately catch up the gap of global corporate culture against global multinational corporations with long years of global experiences and history, Korean multinational corporations need to track the foot print of every steps of globalization particularly focused on the local management culture of global multinational corporations, so that they will be able to shorten the timing to develop the true meaning of global corporate culture being evolved from the Korean management style.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.1
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• pp.205-215
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• 2020

The purpose of this paper is to empirically analyze the determinants of foreign subsidiary's local embeddedness because it is critically important for the subsidiary to build a variegated local network. This paper suggests that a MNC's global capability, the degree of autonomy granted by the headquarters of the multinational corporation to its foreign subsidiary, the foreign subsidiary's absorptive capacity based on local environment, and its level of localization will affect the subsidiary's local network embeddedness. The empirical analysis confirmed that when the headquarters gives the foreign subsidiary more autonomy, this has a positive effect on the local embeddedness of the foreign subsidiary and when the foreign subsidiary has a strong absorptive capacity, this has a positive correlation with the local embeddedness of the foreign subsidiary. And this paper found that when the foreign subsidiary has achieved a high level of staff localization, this foreign subsidiary will have a higher level of local embeddedness. This study identified the preceding conditions necessary for a foreign subsidiary of a multinational corporation to effectively embed itself in the local network by analyzing factors related to the multinational corporation's headquarters and subsidiaries, and thus contributes significantly to continued research on the local embeddedness of subsidiaries.

• The Research Journal of the Costume Culture
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• v.8 no.1
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• pp.77-86
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• 2000

The purpose of this study is to identify the nature and trend of multinational corporations and to examine strategies for survival of local companies in newly-rising markets which stand against huge multinational corporations, through case study. This research has been done by the literature review of the articles, books and the case study. The results were as follow : First, if the pressure for the globalization of a industry is low and the possibility of overseas transfer of the competitive property of corporations are bare, the intensive strategy for the protection of a national market can be used against the invasion of a multinational corporations. Second, if the pressure for the globalization is still low and the retaining property can be transferred to abroad, a company can be expended to several foreign markets in the limited scope, using the success in a national market as a stepping-stone. Third, In case the pressure for the globalization is high and the competitive property of corporations are effective only in a national market, corporations can survive individually and continuously through the reorganization of corporation's property, which is the survival strategy against multinational corporations. Forth, if the pressure for the globalization is high and the property of corporations can be transferred to abroad, it is possible for corporations to compete with the multinational corporations confidently.

• Journal of the Economic Geographical Society of Korea
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• v.2 no.1_2
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• pp.183-194
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• 1999

This paper examines the relationship between the locational patterns of global and domestic stores. Objective corporation for this research is the Daiei Inc., which is multinational retail corporation of general merchandise store industry. Used data are For the Customers and 1997 Annual Report published by the Daiei Inc. in 1997, and Worldwide Branch Location of Multinational Companies published by the Gale Researchy Inc. As a result it is recognized that the headquarters of supermarket companies are not necessarily established in the largest city of the store networks. In addition, the chani o stores does not always correspond to the economic territory area of a city or a regional urban system. Usually, supermarkets are established first one after another around the headquarter, so that the store network becomes intensive. Moreover, supermarket companies exhibit a tendence of expanding after having increased density of their stores in their indigenous regions. It seems that supermarket companies try to lay the foundation of their operation firmly on their indigenous regions, while they expand the store network into neighboring regions in order to enlarge their profits. This phenomenon appears more and less partly in the location of oversea purchasing offices. First oversea office location appears in neighboring countries whose headquarter is located in Japan. Another oversea office location is established in higher order city of another continent. Usally after the number of oversea offices increases in their headquarter's neighboring region, the oversea office network exhibits a tendency of expanding in another continents. in addition, network of oversea offices does not always correspond with world urban system. The location of oversea offices is formed, after internalization of supermarket stores was established in Japan. And when increasing rates of supermarket stores was low in Japan, number of oversea offices increased.

• Journal of Korea Trade
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• v.27 no.1
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• pp.1-18
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• 2023

Purpose - Using a sample of Korean multinational corporations, we examine whether the relationship between tax risk and the implied cost of capital discriminates between the environmental, social, and corporate governance (ESG) of highly rated firms. Design/methodology - Firms with high tax risks have an increased uncertainty of future cash flows. Therefore, as the volatility of future cash flow increases, information asymmetry and the required return increases. Highly rated ESG firms can reduce information asymmetry, thereby weakening the positive relationship between tax risk and cost of capital. We employ the standard deviation of the cash effective tax rate as proxy of tax risk. We utilize the ESG rating data of the Korea Corporate Governance Service (KCGS). We use a PEG model, MPEG model, and GM model to measure the implied cost of capital. Findings - We find a positive association between the implied cost of capital and tax risk. The positive relationship between tax risk and the implied cost of capital weakens in highly rated ESG firms. Highly rated ESG firms prefer a stable tax position to invest after-tax cash flows into sustainable management. Therefore, the negative effects of tax risk on cost of capital can be reduced. Originality/value - This study provides empirical evidence that ESG activities can mitigate the negative impact of tax risk on the cost of capital for Korean multinational corporations. In a business environment where ESG activities are more important, the empirical results that ESG activities can reduce the corporate risk of Korean FDI companies are expected to provide implications for the ESG activities of multinational corporations.