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Location and Linkages of Manufacturing in Jangyu-Myun, Kimhae-Gun (김해군 장유면의 공업입지와 지역적 연계)

  • Lim, Yeong-Dae
    • Journal of the Korean association of regional geographers
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    • v.4 no.1
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    • pp.99-120
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    • 1998
  • The purpose of this study is to clarify the industrialization process, and locational factors and linkages of manufacturing in Jangyu-Myun, a suburb of Metropolitan Pusan, toward which heavy decentralization of manufacturing from Pusan has been done. Hard data and soft data were used as the basic data. Hard data used for this study were both the statistical data which consists of the number of establishments and employee classified by product type, firm size, organizational type and unit area(dong) which were listed in statistics yearbooks, and the list of the owner's names, addresses, employee number, products and headquarters of firms which were listed in firm directories. Soft data were the results of the interviews with the 53 owners of firms surveyed among the firms selected by Proportional Stratified Sampling Method. The major findings were as follows: (1) Manufacturing location in Jangyu-Myun was regularized in 1980's in which decentralization of manufacturing was activiated. Though the industrialization of study area resulted from the birth, relocation and establishment of branches of the firms originated from the other regions, the relocation of small outer-oriented firms from the central city was the most important factor among them. (2) The main locational factors which induced the decentralizing manufacturing from the central city into Jangyu-Myun are closely related to land, transportation, personal factor, raw material suppliers and market. (3) The differences of important locational factors by the size and organizational type of firms are relevant to the characteristics of manufacturing location. (4) The changes of linkages attendant upon locational changes of firms were not so great and were localized in labor supply and marketing. (5) The strength of linkages is strong in the procurement of materials, in the subcontraction and in the marketing, but not in the ordering. (6) The main factors influencing on the formation of linkages are different by the types of linkages: monopolistic and oligopolistic supply are important in procurement linkages; characteristics of products and production capacity in the subcontraction and ordering; characteristics of products and the subsequent difficulties, in the marketing. (7) With the exception of procurement linkages, the strength of linkages with the outside of the study area are stronger than the linkages with the inside. The strength of linkages with the outside has distance-decay-function and strong linkages with the central city. (8) These spatial characteristics of linkages are different by products type, firm size and organizational type of firms: the spatial ranges of linkages are wider in the multi-location firms than in the single-location firms; the larger the firm size, the wider the spatial range of linkages: there is no consistent trend by products type. In conclusion, some facts described above were proved to be consistent with the results of proceeding studies in the other areas: influence of central city manufacturing relocation on industrialization in the suburb: different decentralization by products type, firm size and organizational types of firms: different locational factors by products type, firm size and organizational types of firms; linkage changes attendant upon locational changes of firms; spatial differences of linkages by products type, firm size and organizational type of firms. Some other factors were proved to be partly consistent: locational factors and spatial characteristics of linkages. Accordingly I think that the results of previous studies on the other areas can be applicable to the explanation of the location and linkage of manufacturing in Jangyu-Myun. For the better explanation on the characteristics of manufacturing decentralization from the central city, more empirical case studies on the location and linkage of manufacturing in the suburb areas are necessary.

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Predictive Clustering-based Collaborative Filtering Technique for Performance-Stability of Recommendation System (추천 시스템의 성능 안정성을 위한 예측적 군집화 기반 협업 필터링 기법)

  • Lee, O-Joun;You, Eun-Soon
    • Journal of Intelligence and Information Systems
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    • v.21 no.1
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    • pp.119-142
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    • 2015
  • With the explosive growth in the volume of information, Internet users are experiencing considerable difficulties in obtaining necessary information online. Against this backdrop, ever-greater importance is being placed on a recommender system that provides information catered to user preferences and tastes in an attempt to address issues associated with information overload. To this end, a number of techniques have been proposed, including content-based filtering (CBF), demographic filtering (DF) and collaborative filtering (CF). Among them, CBF and DF require external information and thus cannot be applied to a variety of domains. CF, on the other hand, is widely used since it is relatively free from the domain constraint. The CF technique is broadly classified into memory-based CF, model-based CF and hybrid CF. Model-based CF addresses the drawbacks of CF by considering the Bayesian model, clustering model or dependency network model. This filtering technique not only improves the sparsity and scalability issues but also boosts predictive performance. However, it involves expensive model-building and results in a tradeoff between performance and scalability. Such tradeoff is attributed to reduced coverage, which is a type of sparsity issues. In addition, expensive model-building may lead to performance instability since changes in the domain environment cannot be immediately incorporated into the model due to high costs involved. Cumulative changes in the domain environment that have failed to be reflected eventually undermine system performance. This study incorporates the Markov model of transition probabilities and the concept of fuzzy clustering with CBCF to propose predictive clustering-based CF (PCCF) that solves the issues of reduced coverage and of unstable performance. The method improves performance instability by tracking the changes in user preferences and bridging the gap between the static model and dynamic users. Furthermore, the issue of reduced coverage also improves by expanding the coverage based on transition probabilities and clustering probabilities. The proposed method consists of four processes. First, user preferences are normalized in preference clustering. Second, changes in user preferences are detected from review score entries during preference transition detection. Third, user propensities are normalized using patterns of changes (propensities) in user preferences in propensity clustering. Lastly, the preference prediction model is developed to predict user preferences for items during preference prediction. The proposed method has been validated by testing the robustness of performance instability and scalability-performance tradeoff. The initial test compared and analyzed the performance of individual recommender systems each enabled by IBCF, CBCF, ICFEC and PCCF under an environment where data sparsity had been minimized. The following test adjusted the optimal number of clusters in CBCF, ICFEC and PCCF for a comparative analysis of subsequent changes in the system performance. The test results revealed that the suggested method produced insignificant improvement in performance in comparison with the existing techniques. In addition, it failed to achieve significant improvement in the standard deviation that indicates the degree of data fluctuation. Notwithstanding, it resulted in marked improvement over the existing techniques in terms of range that indicates the level of performance fluctuation. The level of performance fluctuation before and after the model generation improved by 51.31% in the initial test. Then in the following test, there has been 36.05% improvement in the level of performance fluctuation driven by the changes in the number of clusters. This signifies that the proposed method, despite the slight performance improvement, clearly offers better performance stability compared to the existing techniques. Further research on this study will be directed toward enhancing the recommendation performance that failed to demonstrate significant improvement over the existing techniques. The future research will consider the introduction of a high-dimensional parameter-free clustering algorithm or deep learning-based model in order to improve performance in recommendations.

Ontology-Based Process-Oriented Knowledge Map Enabling Referential Navigation between Knowledge (지식 간 상호참조적 네비게이션이 가능한 온톨로지 기반 프로세스 중심 지식지도)

  • Yoo, Kee-Dong
    • Journal of Intelligence and Information Systems
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    • v.18 no.2
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    • pp.61-83
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    • 2012
  • A knowledge map describes the network of related knowledge into the form of a diagram, and therefore underpins the structure of knowledge categorizing and archiving by defining the relationship of the referential navigation between knowledge. The referential navigation between knowledge means the relationship of cross-referencing exhibited when a piece of knowledge is utilized by a user. To understand the contents of the knowledge, a user usually requires additionally information or knowledge related with each other in the relation of cause and effect. This relation can be expanded as the effective connection between knowledge increases, and finally forms the network of knowledge. A network display of knowledge using nodes and links to arrange and to represent the relationship between concepts can provide a more complex knowledge structure than a hierarchical display. Moreover, it can facilitate a user to infer through the links shown on the network. For this reason, building a knowledge map based on the ontology technology has been emphasized to formally as well as objectively describe the knowledge and its relationships. As the necessity to build a knowledge map based on the structure of the ontology has been emphasized, not a few researches have been proposed to fulfill the needs. However, most of those researches to apply the ontology to build the knowledge map just focused on formally expressing knowledge and its relationships with other knowledge to promote the possibility of knowledge reuse. Although many types of knowledge maps based on the structure of the ontology were proposed, no researches have tried to design and implement the referential navigation-enabled knowledge map. This paper addresses a methodology to build the ontology-based knowledge map enabling the referential navigation between knowledge. The ontology-based knowledge map resulted from the proposed methodology can not only express the referential navigation between knowledge but also infer additional relationships among knowledge based on the referential relationships. The most highlighted benefits that can be delivered by applying the ontology technology to the knowledge map include; formal expression about knowledge and its relationships with others, automatic identification of the knowledge network based on the function of self-inference on the referential relationships, and automatic expansion of the knowledge-base designed to categorize and store knowledge according to the network between knowledge. To enable the referential navigation between knowledge included in the knowledge map, and therefore to form the knowledge map in the format of a network, the ontology must describe knowledge according to the relation with the process and task. A process is composed of component tasks, while a task is activated after any required knowledge is inputted. Since the relation of cause and effect between knowledge can be inherently determined by the sequence of tasks, the referential relationship between knowledge can be circuitously implemented if the knowledge is modeled to be one of input or output of each task. To describe the knowledge with respect to related process and task, the Protege-OWL, an editor that enables users to build ontologies for the Semantic Web, is used. An OWL ontology-based knowledge map includes descriptions of classes (process, task, and knowledge), properties (relationships between process and task, task and knowledge), and their instances. Given such an ontology, the OWL formal semantics specifies how to derive its logical consequences, i.e. facts not literally present in the ontology, but entailed by the semantics. Therefore a knowledge network can be automatically formulated based on the defined relationships, and the referential navigation between knowledge is enabled. To verify the validity of the proposed concepts, two real business process-oriented knowledge maps are exemplified: the knowledge map of the process of 'Business Trip Application' and 'Purchase Management'. By applying the 'DL-Query' provided by the Protege-OWL as a plug-in module, the performance of the implemented ontology-based knowledge map has been examined. Two kinds of queries to check whether the knowledge is networked with respect to the referential relations as well as the ontology-based knowledge network can infer further facts that are not literally described were tested. The test results show that not only the referential navigation between knowledge has been correctly realized, but also the additional inference has been accurately performed.

The Selection of the Most Painful Word in the Visual Analogue Scale(VAS) for Pain and the Psychosocial Factors in Association with Pain Assessment in Korean Adult Cancer Patients - for the Development of Korean Cancer Pain Assessment Tool(K-CPAT) by Delphi Method - ("표준형 성인 암성 통증 평가도구" 개발을 위한 시각통증등급의 최고통증강도 어휘 및 심리.사회적 평가 항목의 선정 - 델파이 방법을 이용 -)

  • Kim, Jin-Seo;Chun, Byung-Chul;Choi, Youn-Seon;Song, Chan-Hee;Yeom, Chang-Hwan;Lee, Myung-Aha;Lee, June-Young;Yoon, So-Young;Jang, Se-Kwon;Lee, Young-Hee;Lee, Kyoung-Uk;Lee, Chul;Park, Jean-No
    • Journal of Hospice and Palliative Care
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    • v.6 no.1
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    • pp.11-21
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    • 2003
  • This paper addresses the minor differences in the description of pain in Korean language in order to develop a standarized cancer pain aneument tool for Korean adults, Korean Cancer Pain Assessement Tool. The subtle differences in the meaning of expressions used cannot be translated into English and therefore we omiltted the English abstract.

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A study of SCM strategic plan: Focusing on the case of LG electronics (공급사슬 관리 구축전략에 관한 연구: LG전자 사례 중심으로)

  • Lee, Gi-Wan;Lee, Sang-Youn
    • Journal of Distribution Science
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    • v.9 no.3
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    • pp.83-94
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    • 2011
  • Most domestic companies, with the exclusion of major firms, are reluctant to implement a supply chain management (SCM) network into their operations. Most small- and medium-sized enterprises are not even aware of SCM. Due to the inherent total-systems efficiency of SCM, it coordinates domestic manufacturers, subcontractors, distributors, and physical distributors and cuts down on cost of inventory control, as well as demand management. Furthermore, a lack of SCM causes a decrease in competitiveness for domestic companies. The reason lies in the fundamentality of SCM, which is the characteristic of information sharing, process innovation throughout SCM, and the vast range of problems the SCM management tool is able to address. This study suggests the contemplation and reformation of the current SCM situation by analyzing the SCM strategic plan, discourses and logical discussions on the topic, and a successful case for adapting SCM; hence, the study plans to productively "process" SCM. First, it is necessary to contemplate the theoretical background of SCM before discussing how to successfully process SCM. I will describe the concept and background of SCM in Chapter 2, with a definition of SCM, types of SCM promotional activities, fields of SCM, necessity of applying SCM, and the effects of SCM. All of the defects in currently processing SCM will be introduced in Chapter 3. Discussion items include the following: the Bullwhip Effect; the breakdown in supply chain and sales networks due to e-business; the issue that even though the key to a successful SCM is cooperation between the production and distribution company, during the process of SCM, the companies, many times, put their profits first, resulting in a possible defect in demands estimation. Furthermore, the problems of processing SCM in a domestic distribution-production company concern Information Technology; for example, the new system introduced to the company is not compatible with the pre-existing document architecture. Second, for effective management, distribution and production companies should cooperate and enhance their partnership in the aspect of the corporation; however, in reality, this seldom occurs. Third, in the aspect of the work process, introducing SCM could provoke corporations during the integration of the distribution-production process. Fourth, to increase the achievement of the SCM strategy process, they need to set up a cross-functional team; however, many times, business partners lack the cooperation and business-information sharing tools necessary to effect the transition to SCM. Chapter 4 will address an SCM strategic plan and a case study of LG Electronics. The purpose of the strategic plan, strategic plans for types of business, adopting SCM in a distribution company, and the global supply chain process of LG Electronics will be introduced. The conclusion of the study is located in Chapter 5, which addresses the issue of the fierce competition that companies currently face in the global market environment and their increased investment in SCM, in order to better cope with short product life cycle and high customer expectations. The SCM management system has evolved through the adaptation of improved information, communication, and transportation technologies; now, it demands the utilization of various strategic resources. The introduction of SCM provides benefits to the management of a network of interconnected businesses by securing customer loyalty with cost and time savings, derived through the consolidation of many distribution systems; additionally, SCM helps enterprises form a wide range of marketing strategies. Thus, we could conclude that not only the distributors but all types of businesses should adopt the systems approach to supply chain strategies. SCM deals with the basic stream of distribution and increases the value of a company by replacing physical distribution with information. By the company obtaining and sharing ready information, it is able to create customer satisfaction at the end point of delivery to the consumer.

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A Study of Segmental and Syllabic Intervals of Canonical Babbling and Early Speech

  • Chen, Xiaoxiang;Xiao, Yunnan
    • Cross-Cultural Studies
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    • v.28
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    • pp.115-139
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    • 2012
  • Interval or duration of segments, syllables, words and phrases is an important acoustic feature which influences the naturalness of speech. A number of cross-sectional studies regarding acoustic characteristics of children's speech development found that intervals of segments, syllables, words and phrases tend to change with the growing age. One hypothesis assumed that decreases in intervals would be greater when children were younger and smaller decreases in intervals when older (Thelen,1991), it has been supported by quite a number of researches on the basis of cross-sectional studies (Tingley & Allen,1975; Kent & Forner,1980; Chermak & Schneiderman, 1986), but the other hypothesis predicted that decreases in intervals would be smaller when children were younger and greater decreases in intervals when older (Smith, Kenney & Hussain, 1996). Researchers seem to come up with conflicting postulations and inconsistent results about the change trends concerning intervals of segments, syllables, words and phrases, leaving it as an issue unresolved. Most acoustic investigations of children's speech production have been conducted via cross-sectional designs, which involves studying several groups of children. So far, there are only a few longitudinal studies. This issue needs more longitudinal investigations; moreover, the acoustic measures of the intervals of child speech are hardly available. All former studies focus on word stages excluding the babbling stages especially the canonical babbling stage, but we need to find out when concrete changes of intervals begin to occur and what causes the changes. Therefore, we conducted an acoustic study of interval characteristics of segments and words concerning Canonical Babble ( CB) and early speech in an infant aged from 0;9 to 2;4 acquiring Mandarin Chinese. The current research addresses the following two questions: 1. Whether decreases in interval would be greater when children were younger and smaller when they were older or vice versa? 2. Whether the child speech concerning the acoustic features of interval drifts in the direction of the language they are exposed to? The female infant whose L1 was Southern Mandarin living in Changsha was audio- and video-taped at her home for about one hour almost on a weekly basis during her age range from 0;9 to 2;4 under natural observation by us investigators. The recordings were digitized. Parts of the digitized material were labeled. All the repetitions were excluded. The utterances were extracted from 44 sessions ranging from 30 minutes to one hour. The utterances were divided into segments as well as syllable-sized units. Age stages are 0;9-1;0,1;1-1;5, 1;6-2;0, 2;1-2;4. The subject was a monolingual normal child from parents with a good education. The infant was audio-and video-taped in her home almost every week. The data were digitized, segments and syllables from 44 sessions spanning the transition from babble to speech were transcribed in narrow IPA and coded for analysis. Babble was coded from age 0;9-1;0, and words were coded from 1;0 to 2;4, the data has been checked by two professionally trained persons who majored in phonetics. The present investigation is a longitudinal analysis of some temporal characteristics of the child speech during the age periods of 0;9-1;0, 1;1-1;5, 1;6-2;0, 2;1-2;4. The answer to Research Question 1 is that our results are in agreement with neither of the hypotheses. One hypothesis assumed that decreases in intervals would be greater when children were younger and smaller decreases in intervals when older (Thelen,1991); but the other hypothesis predicted that decreases in intervals would be smaller when children were younger and greater decreases in intervals when older (Smith, Kenney & Hussain, 1996). On the whole, there is a tendency of decrease in segmental and syllabic duration with the growing age, but the changes are not drastic and abrupt. For example, /a/ after /k/ in Table 1 has greater decrease during 1;1-1;5, while /a/ after /p/, /t/ and /w/ has greater decrease during 2;1-2;4. /ka/ has greater decrease during 1;1-1;5, while /ta/ and /na/ has greater decrease during 2;1-2;4.Across the age periods, interval change experiences lots of fluctuation all the time. The answer to Research Question 2 is yes. Babbling stage is a period in which the children's acoustic features of intervals of segments, syllables, words and phrases is shifted in the direction of the language to be learned, babbling and children's speech emergence is greatly influenced by ambient language. The phonetic changes in terms of duration would go on until as late as 10-12 years of age before reaching adult-like levels. Definitely, with the increase of exposure to ambient language, the variation would be less and less until they attain the adult-like competence. Via the analysis of the SPSS 15.0, the decrease of segmental and syllabic intervals across the four age periods proves to be of no significant difference (p>0.05). It means that the change of segmental and syllabic intervals is continuous. It reveals that the process of child speech development is gradual and cumulative.

Existential Consciousness and the Meaning of Characters in André Malraux's Literary Works (앙드레 말로의 문학작품에 나타난 등장인물의 실존의식과 존재의미)

  • Oh, Se-jung
    • Cross-Cultural Studies
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    • v.47
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    • pp.191-216
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    • 2017
  • Among 20th century Western ideologies (Western civilization), existentialism is a spirit of the times to restore humanity as rationality and advanced technology have driven mankind to impoverishment and death, experiencing the First and Second World War, Great Depression, Fascism and the Spanish Civil War. In his literature, $Andr{\acute{e}}$ Malraux records his existential agony of how mankind lives and faces death by questioning the fateful life and death of characters. For Malraux's characters, the absurdity of existence related to the human identity means self-examination. Malraux explores existential consciousness and actions of characters in the presence of a concept known as death relative to terror, revolution, and adventure. Malraux deftly addresses the concept of death in his literary works, and it has being emphasized as a central subject for philosophical speculation. In Les $Conqu{\acute{e}}rants$(1928), La Voie Royale(1930), La Condition Humaine (1933), L'Espoir(1937), Malraux suggested a philosophical thesis of the meaning of life through characters in tragic situations, and sought out the consciousness of being and the existential meaning through how the characters control their fate. Malraux, in such a tragic perspective of the world, portrays humanity, affirmation of life, and characters' consciousness and actions in denying death. The agony of death triggers escapist behavior such as having unpredictable instinctual desires such as gambling or smoking opium, but these are desperate struggles to flee from frustration and related to the question of one's existence. What is always emphasized with respect to Malraux's existentialism is the tragic metaphysics of the inevitable destiny of the human condition eventually leading to the question of how humans ultimately confront death. But as characters unite in times of war, revolution and adventure in the novel, such cooperative actions symbolizes a keen sense of solidarity reflecting a camaraderie that transcends individualism. Fellowship among people who voluntarily gather for the common cause of philanthropy and restoring humanity is possible because of the underlying human greatness to sacrifice for such a noble cause. Therefore, Malraux's camaraderie includes the victory of existentialism in creating a world of humanism.

Linguistic, Cultural, and Historical Momentums through History of Korean Literature -Focused on the Recognition and Descriptive Aspects of Korean Modern Literature in the History of Korean Literature Written in Japan- (한국문학사를 가로지르는 언어·문화·역사의 계기들 - 일본 저술 한국문학사의 한국근현대문학 인식과 서술양상을 중심으로 -)

  • Yoon, Song-ah
    • Cross-Cultural Studies
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    • v.48
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    • pp.31-66
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    • 2017
  • This study examines ways of recognizing and aspects of describing Korean modern literature revealed by each literary history from the viewpoint of 'transculturation', focusing on Lim Jeon-Hye's "History of Korean Literature in Japan until 1945", Shirakawa Yutaka's "Footsteps of Korean Modern Literature", and Saegusa Toshikatsu's "Taste of Korean Literature" from the history of Korean literature written in Japan. First, Lim Jeon-Hye periodically examines Korean literature written in Japan, focusing on literary activities of Korean students in Japan and the proletarian literature movement, and addresses points of active cultural negotiation, mutual understanding and political solidarity between Korea and Japan. Shirakawa Yutaka focuses on the concurrency and connection of Korea, China, and Japan in the process of modern literary formation, covering Japanese language literature and pro-Japanese literature with great care, and describes the middle-layer position as a mediating researcher in the conflicting boundaries between Korea and Japan. Saegusa Toshikatsu provides interesting transcultural momentum in exploring internal logic and denotation of Korean literature via comparative literature review encompassing East Asia, implementation of literary forms and themes connecting tradition and modernity, and an out-of-boundary point of view to overlook 'pro-Japanese literature', etc. Transcultural aspects in this literary history to examine are as follow. First, the history of Korean modern literature based on 'national literature history' is catabolized in the magnetic field of the 'colonial experience' and 'national nationalism' and considered in multifaceted context. Second, they provide the possibility of three-dimensional and micro-narrative description of literature that complement the narrative aspect of existing Korean literature history. Third, they provide an opportunity to expand and open the description of literature history through acceptance of comparative literary perspectives encompassing East Asia. Fourth, through discovery of Korean-Japanese literature and Japanese language literature, they contribute to broadening the history of Korean modern literature and enriching foundations.

A practical analysis approach to the functional requirements standards for electronic records management system (기록관리시스템 기능요건 표준의 실무적 해석)

  • Yim, Jin-Hee
    • The Korean Journal of Archival Studies
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    • no.18
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    • pp.139-178
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    • 2008
  • The functional requirements standards for electronic records management systems which have been published recently describe the specifications very precisely including not only core functions of records management but also the function of system management and optional modules. The fact that these functional requirements standards seem to be similar to each other in terms of the content of functions described in the standards is linked to the global standardization trends in the practical area of electronic records. In addition, these functional requirements standards which have been built upon with collaboration of archivists from many national archives, IT specialists, consultants and records management applications vendors result in not only obtaining high quality but also establishing the condition that the standards could be the certificate criteria easily. Though there might be a lot of different ways and approaches to benchmark the functional requirements standards developed from advanced electronic records management practice, this paper is showing the possibility and meaningful business cases of gaining useful practical ideas learned from imaging electronic records management practices related to the functional requirements standards. The business cases are explored central functions of records management and the intellectual control of the records such as classification scheme or disposal schedules. The first example is related to the classification scheme. Should the records classification be fixed at same number of level? Should a record item be filed only at the last node of classification scheme? The second example addresses a precise disposition schedule which is able to impose the event-driven chronological retention period to records and which could be operated using a inheritance concept between the parent nodes and child nodes in classification scheme. The third example shows the usage of the function which holds or freeze and release the records required to keep as evidence to comply with compliance like e-Discovery or the risk management of organizations under the premise that the records management should be the basis for the legal compliance. The last case shows some cases for bulk batch operation required if the records manager can use the ERMS as their useful tool. It is needed that the records managers are able to understand and interpret the specifications of functional requirements standards for ERMS in the practical view point, and to review the standards and extract required specifications for upgrading their own ERMS. The National Archives of Korea should provide various stakeholders with a sound basis for them to implement effective and efficient electronic records management practices through expanding the usage scope of the functional requirements standard for ERMS and making the common understanding about its implications.

A Reexamination of the Impact of the Fit of Corporate Social Responsibility on the Brand Attitude: The Perspective of Brand Hierarchy (기업의 사회적 책임(CSR)활동의적합성이 브랜드 태도에 미치는 영향에 관한 재고찰: 브랜드 계층구조 관점에서)

  • YANG, JAEHO;Seo, Hae-Jin;Song, Tae-Ho
    • (The) Korean Journal of Advertising
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    • v.27 no.8
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    • pp.59-90
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    • 2016
  • Consumers demand that corporates fulfill their social responsibility by exerting influence over not only economical values but also social values in markets. Given such a social mood, most corporates are actively engaging in Corporate Social Responsibility(CSR) activities, and marketing scholars continue to study the effects of such CSR activities. Numerous such studies examined the relationship between CSR activity and brand equity. Moreover, virtually, a majority of these studies focused on consumer responses to CSR activity from an individual brand perspective. In a situation in which brand management must consider the spillover effects of brands, firms holding various brands should consider these spillover effects when they establish CSR activity strategies. Therefore, we examine the effects of CSR activity using a comprehensive approach that considers the hierarchy of brands. Additionally, we develop a new perspective on fit that has been used as a major influence on the effects of CSR activity. We argue that the mixed results of the impact of fit regarding the effect of CSR activities is attributed to the influence of connections among brands based on the hierarchy of brands. We then examine the effect of two types of CSR activity strategies that reflect the relativity of fit. The results reveal that there was no difference in impact of the two strategies based on unique roles and traits of corporate brand and effects of low fit. Also, we found that the corporate brand focused strategy creates a greater change in consumers' attitudes than does an individual brand focused strategy in the case of a particular brand. This finding is meaningful because it indicates that a hierarchy of brands may relatively reduce the impact of the role of fit, unlike general arguments from previous related research. Second, the spillover effects from the CSR activities of individual sub-brands belonging to the same corporate brand were confirmed. Therefore, we clearly verified the role of the hierarchy of brands. Although both strategies cause changes in consumer attitude toward brands engaged in CSR activity, overall, a corporate brand focused strategy turned out to be more effective than an individual brand focused strategy because of the spillover effects of brands. Third, this study verified the effect of a corporate brand focused strategy through a moderating effect analysis of the degree of association between individual brands and corporate brand. Given these results, we identified a moderating role in the degree of association and the changes in consumer attitudes toward both main brands engaged in CSR activities and other different individual brands, which were caused by the spillover effects of brands. Finally, this study addresses implications and limitations.