• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.61-118
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• 2008

The purpose of this research is to construct research framework for international franchising based on existing literature and to identify research components in the framework. Franchise can be defined as management styles that allow franchisee use various management assets of franchisor in order to make or sell product or service. It can be divided into product distribution franchise that is designed to sell products and business format franchise that is designed for running it as business whatever its form is. International franchising can be defined as a way of internationalization of franchisor to foreign country by providing its business format or package to franchisee of host country. International franchising is growing fast for last four decades but academic research on this is quite limited. Especially in Korea, research about international franchising is carried out on by case study format with single case or empirical study format with survey based on domestic franchise theory. Therefore, this paper tries to review existing literature on international franchising research, providing research framework, and then stimulating new research on this field. International franchising research components include motives and environmental factors for decision of expanding to international franchising, entrance modes and development plan for international franchising, contracts and management strategy of international franchising, and various performance measures from different perspectives. First, motives of international franchising are fee collection from franchisee. Also it provides easier way to expanding to foreign country. The other motives including increase total sales volume, occupying better strategic position, getting quality resources, and improving efficiency. Environmental factors that facilitating international franchising encompasses economic condition, trend, and legal or political factors in host and/or home countries. In addition, control power and risk management capability of franchisor plays critical role in successful franchising contract. Final decision to enter foreign country via franchising is determined by numerous factors like history, size, growth, competitiveness, management system, bonding capability, industry characteristics of franchisor. After deciding to enter into foreign country, franchisor needs to set entrance modes of international franchising. Within contractual mode, there are master franchising and area developing franchising, licensing, direct franchising, and joint venture. Theories about entrance mode selection contain concepts of efficiency, knowledge-based approach, competence-based approach, agent theory, and governance cost. The next step after entrance decision is operation strategy. Operation strategy starts with selecting a target city and a target country for franchising. In order to finding, screening targets, franchisor needs to collect information about candidates. Critical information includes brand patent, commercial laws, regulations, market conditions, country risk, and industry analysis. After selecting a target city in target country, franchisor needs to select franchisee, in other word, partner. The first important criteria for selecting partners are financial credibility and capability, possession of real estate. And cultural similarity and knowledge about franchisor and/or home country are also recognized as critical criteria. The most important element in operating strategy is legal document between franchisor and franchisee with home and host countries. Terms and conditions in legal documents give objective information about characteristics of franchising agreement for academic research. Legal documents have definitions of terminology, territory and exclusivity, agreement of term, initial fee, continuing fees, clearing currency, and rights about sub-franchising. Also, legal documents could have terms about softer elements like training program and operation manual. And harder elements like law competent court and terms of expiration. Next element in operating strategy is about product and service. Especially for business format franchising, product/service deliverable, benefit communicators, system identifiers (architectural features), and format facilitators are listed for product/service strategic elements. Another important decision on product/service is standardization vs. customization. The rationale behind standardization is cost reduction, efficiency, consistency, image congruence, brand awareness, and competitiveness on price. Also standardization enables large scale R&D and innovative change in management style. Another element in operating strategy is control management. The simple way to control franchise contract is relying on legal terms, contractual control system. There are other control systems, administrative control system and ethical control system. Contractual control system is a coercive source of power, but franchisor usually doesn't want to use legal power since it doesn't help to build up positive relationship. Instead, self-regulation is widely used. Administrative control system uses control mechanism from ordinary work relationship. Its main component is supporting activities to franchisee and communication method. For example, franchisor provides advertising, training, manual, and delivery, then franchisee follows franchisor's direction. Another component is building franchisor's brand power. The last research element is performance factor of international franchising. Performance elements can be divided into franchisor's performance and franchisee's performance. The conceptual performance measures of franchisor are simple but not easy to obtain objectively. They are profit, sale, cost, experience, and brand power. The performance measures of franchisee are mostly about benefits of host country. They contain small business development, promotion of employment, introduction of new business model, and level up technology status. There are indirect benefits, like increase of tax, refinement of corporate citizenship, regional economic clustering, and improvement of international balance. In addition to those, host country gets socio-cultural change other than economic effects. It includes demographic change, social trend, customer value change, social communication, and social globalization. Sometimes it is called as westernization or McDonaldization of society. In addition, the paper reviews on theories that have been frequently applied to international franchising research, such as agent theory, resource-based view, transaction cost theory, organizational learning theory, and international expansion theories. Resource based theory is used in strategic decision based on resources, like decision about entrance and cooperation depending on resources of franchisee and franchisor. Transaction cost theory can be applied in determination of mutual trust or satisfaction of franchising players. Agent theory tries to explain strategic decision for reducing problem caused by utilizing agent, for example research on control system in franchising agreements. Organizational Learning theory is relatively new in franchising research. It assumes organization tries to maximize performance and learning of organization. In addition, Internalization theory advocates strategic decision of direct investment for removing inefficiency of market transaction and is applied in research on terms of contract. And oligopolistic competition theory is used to explain various entry modes for international expansion. Competency theory support strategic decision of utilizing key competitive advantage. Furthermore, research methodologies including qualitative and quantitative methodologies are suggested for more rigorous international franchising research. Quantitative research needs more real data other than survey data which is usually respondent's judgment. In order to verify theory more rigorously, research based on real data is essential. However, real quantitative data is quite hard to get. The qualitative research other than single case study is also highly recommended. Since international franchising has limited number of applications, scientific research based on grounded theory and ethnography study can be used. Scientific case study is differentiated with single case study on its data collection method and analysis method. The key concept is triangulation in measurement, logical coding and comparison. Finally, it provides overall research direction for international franchising after summarizing research trend in Korea. International franchising research in Korea has two different types, one is for studying Korean franchisor going overseas and the other is for Korean franchisee of foreign franchisor. Among research on Korean franchisor, two common patterns are observed. First of all, they usually deal with success story of one franchisor. The other common pattern is that they focus on same industry and country. Therefore, international franchise research needs to extend their focus to broader subjects with scientific research methodology as well as development of new theory.

• Food Science of Animal Resources
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• v.29 no.1
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• pp.40-46
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• 2009

The aim of this study was to determine the relationship between sensory properties and Warner-Bratzler shear (WBS) for branded Hanwoo beef. Eight subprimal cuts purchased from the branded Hanwoo beef of 3 quality grades ($1^{++}$, $1^+$, 1) at 13 stores were determined the tenderness using WBS and evaluated the sensory properties (tenderness, flavor, juiciness, overall acceptance) by trained sensory panels. The results of sensory evaluation were analyzed by four WBS value classes (<3.46 kg, 3.46-4.09 kg, 4.09-4.72 kg, >4.72 kg). The results from the sensory evaluation (tenderness, flavor, juiciness, overall acceptance) for subprimal cuts of WBS force value less than 3.46 kg had high scores, whereas WBS force value more than 4.72 kg had low scores (p<0.05). Correlation coefficient of WBS measurements with sensory ratings was -0.67 (tenderness), -0.53 (flavor), -0.49 (juiciness), and -0.57 (overall acceptance). From these results, consumers can distinguish sensory taste of branded Hanwoo beef using WBS categories and beef industry can apply index of taste for brand Hanwoo beef by WBS categories.

• The Journal of Natural Sciences
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• v.10 no.1
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• pp.209-216
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• 1998

The results of the study of diving the 21st century's Korea fashion market into consumer market, fashion market, and a new marketing strategy are as follows. The 21st consumer market is First, a fashion democracy phenomenon. As many people try to leave unconditional fashion following, consumer show a phenomenon to choose and create their own fashion by subjective judgements. Second, a phenomenon of total fashion pursuit. Consumer in the future are likely to put their goals not in differentiating small item products, but considering various fashion elements based on their individuality and sense of value. Third, world quality-oriented. With the improvement of life level, it accomplishes to emphasize consumers' fashion mind on the world wide popular use of materials, quality, design and brand image. Fourth, with the entrance of neo-rationalism, consumers show increasing trends to emphasize wisdom, solidity in goods strategy pursuing high quality fashion and to demand resonable prices. Fifth, concept-oriented. Consumers are changing into pursuing concept appropriate to individual life scene. Prospecting the composition of the 21st century's fashion market, First, sportive casual zone will draw attention more than any other zone. This is because interest in sports will grow according to the increase of leisure time and the expasion of time and space in the 21st century, and also ecology will become the important issue of sports sense because of human beings's natural habit toward nature. Second, the down aging phenomenon will accelerate its speed as a big trend. Third, a retro phenomenon, a concept contrary to digital and high-tech, will become another big trend for its remake, antique, and classic concept in fashion market with ecology trend. New marketing strategy to cope with changing fashion market is as follows. First, with the trend of borderless concept, borders between apparels are becoming vague, for example, they offer custom-made products to consumers. Second, as more enterprises take the way of gorilla and guerrilla where guerrillas who aim at niche market show up will develop. Basically, they think highly of individual creative study, and pursue the scene adherence with high sensitiveness. However this polarization becomes mutually-supplementing relationship showing gorilla's guerilla movement, and guerilla's gorilla high-tech. Third with the development of value retailing, enterprises pursuing mass merchandising of groups called category killers are expanded and amplified to new product fields, and expand business' share. Fourth, using outsourcing, the trend to use exterior function leaving each enterprise's strength by inspecting its own work is gradually strong. Fifth, with the expansion of none store sale, the entrance of the internet and the CD-ROM sales added to communication sales such as catalogues are specified. An eminent American think tank expect that 5-5% of the total sale of clothes and home goods in 2010 will be done by none store sale. Accordingly, to overcome the problems, First international, global level marketing, Second, the improvement of technology, Third, knowledge-creating marketing are needed.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.195-215
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• 2008

The scarcity is pervasive aspect of human life and is a fundamental precondition of economic behavior of consumers. Also, the effect of scarcity message is a power social influence principle used by marketers to increase the subjective desirability of products. Because valuable objects are often scare, consumers tend to infer the scarce objects are valuable. Marketers often do base promotional appeals on the principle of scarcity to increase the subjective desirability their products among consumers. Specially, advertisers and retailers often promote their products using restrictions. These restriction act to constraint consumers' ability th take advantage of the promotion and can assume several forms. For example, some promotions are advertised as limited time offers, while others limit the quantity that can be bought at the deal price by employing the statements such as 'limit one per consumer,' 'limit 5 per customer,' 'limited products for special commemoration celebration,' Some retailers use statements extensively. A recent weekly flyer by a prominent retailer limited purchase quantities on 50% of the specials advertised on front page. When consumers saw these phrase, they often infer value from the product that has limited availability or is promoted as being scarce. But, the past researchers explored a direct relationship between the purchase quantity and time limit on deal purchase intention. They also don't explored that all restriction message are not created equal. Namely, we thought that different restrictions signal deal value in different ways or different mechanism. Consumers appear to perceive that time limits are used to attract consumers to the brand, while quantity limits are necessary to reduce stockpiling. This suggests other possible differences across restrictions. For example, quantity limits could imply product quality (i.e., this product at this price is so good that purchases must be limited). In contrast, purchase preconditions force the consumer to spend a certain amount to qualify for the deal, which suggests that inferences about the absolute quality of the promoted item would decline from purchase limits (highest quality) to time limits to purchase preconditions (lowest quality). This might be expected to be particularly true for unfamiliar brands. However, a critical but elusive issue in scarcity message research is the impacts of a inferred motives on the promoted scarcity message. The past researchers not explored possibility of inferred motives on the scarcity message context. Despite various type to the quantity limits message, they didn't separated scarcity message among the quantity limits. Therefore, we apply a stricter definition of scarcity message(i.e. quantity limits) and consider scarcity message type(general scarcity message vs. special scarcity message), scarcity depth(high vs. low). The purpose of this study is to examine the effect of the scarcity message on the consumer's purchase intension. Specifically, we investigate the effect of general versus special scarcity messages on the consumer's purchase intention using the level of the scarcity depth as moderators. In other words, we postulates that the scarcity message type and scarcity depth play an essential moderating role in the relationship between the inferred motives and purchase intention. In other worlds, different from the past studies, we examine the interplay between the perceived motives and scarcity type, and between the perceived motives and scarcity depth. Both of these constructs have been examined in isolation, but a key question is whether they interact to produce an effect in reaction to the scarcity message type or scarcity depth increase. The perceived motive Inference behind the scarcity message will have important impact on consumers' reactions to the degree of scarcity depth increase. In relation ti this general question, we investigate the following specific issues. First, does consumers' inferred motives weaken the positive relationship between the scarcity depth decrease and the consumers' purchase intention, and if so, how much does it attenuate this relationship? Second, we examine the interplay between the scarcity message type and the consumers' purchase intention in the context of the scarcity depth decrease. Third, we study whether scarcity message type and scarcity depth directly affect the consumers' purchase intention. For the answer of these questions, this research is composed of 2(intention inference: existence vs. nonexistence)${\times}2$(scarcity type: special vs. general)${\times}2$(scarcity depth: high vs. low) between subject designs. The results are summarized as follows. First, intention inference(inferred motive) is not significant on scarcity effect in case of special scarcity message. However, nonexistence of intention inference is more effective than existence of intention inference on purchase intention in case of general scarcity. Second, intention inference(inferred motive) is not significant on scarcity effect in case of low scarcity. However, nonexistence of intention inference is more effective than existence of intention inference on purchase intention in case of high scarcity. The results of this study will help managers to understand the relative importance among the type of the scarcity message and to make decisions in using their scarcity message. Finally, this article have several contribution. First, we have shown that restrictions server to activates a mental resource that is used to render a judgment regarding a promoted product. In the absence of other information, this resource appears to read to an inference of value. In the presence of other value related cue, however, either database(i.e., scarcity depth: high vs. low) or conceptual base(i.e.,, scarcity type special vs. general), the resource is used in conjunction with the other cues as a basis for judgment, leading to different effects across levels of these other value-related cues. Second, our results suggest that a restriction can affect consumer behavior through four possible routes: 1) the affective route, through making consumers feel irritated, 2) the cognitive making route, through making consumers infer motivation or attribution about promoted scarcity message, and 3) the economic route, through making the consumer lose an opportunity to stockpile at a low scarcity depth, or forcing him her to making additional purchases, lastly 4) informative route, through changing what consumer believe about the transaction. Third, as a note already, this results suggest that we should consider consumers' inferences of motives or attributions for the scarcity dept level and cognitive resources available in order to have a complete understanding the effects of quantity restriction message.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.43-56
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• 2015

Amidst various efforts which have been made to revive a city, the potential discovery related to the development of public design based on copious cultural heritages is extremely significant. Therefore, in this study, qualitative researches were conducted based on bibliographic data and image materials centered on public design of Theme Park in Daechon-dong, Gwangju Metropolitan City. The case studies verifying the identity of Korean public design through countless numbers of research materials. However, it's necessary to pay attention to a common fact because it's essential to find the national legitimacy and regional identity by tiding over problems in standardized urban development through well-designed development plan for history, living and economy bloc among the regional traditional cultural assets while rejecting the meaning in an excessively broad sense. The spaces assigned with significance are cultural contents embedded with cultural original form of the region and there is room for creative development in order to generate city brand value and to activate the space. This study is significant in that the spatial interpretation of Daechon-dong's Theme Park and the methodology of semiotic spatial planning can not only be applied but also in that this study has demonstrated positive effects on space.

• Archives of design research
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• v.18 no.4 s.62
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• pp.129-138
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• 2005

Until the early part of the 1990s, interior design has never been thought important by car makers. Repeated attempts have been made to systemize a technical structure, such as layout, driving method, and size, and the car's interior design has been developed by in simple comparison with the exterior design. In the 1990s, however, this trend began to change because consumers began spending more time in their cars, so the motive of the technology development became that of giving comfort and functional satisfaction to the customers. Observing how a person spends inside his or her car and considering the latest trends in car interiors have made a consumer-oriented sense of value i.e., intensifying the personality of the car's interior design and considering the emotional makeup of the consumer factor in the acquisition of a strategic brand identity. These days, car interiors assume a new concept every year due to the constant change in various factors, and the application of a high-tech design, with a sensing function and a navigation system, to achieve driverless running, is being raised as a key trend element technology for the future. Now, at the present when multilateral concept applications of design are attempted under the direct influences from other fields such as product design, fashion and furniture, I would like to lay stress on investigating and analysing the changes in car interior design varying with the background of the times and formative characteristics from the object point of view. On this study, I would like to compare the background of the times and flow of car interior design with priority given to crash pad and would like to attempt to present the direction of the future car interior design together with diversifying major technical factors.

• Archives of design research
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• v.16 no.3
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• pp.411-420
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• 2003

In 1990, the City of Bucheon, Geonggi Province, became the first local government to create its own C.I Soon afterwards, this idea of having one's own C.I spread to the rest of the localities in Korea. Now, in 2003, 218 local governments have created their on Corporate Identities. It was an effort on the part or each local government to give a sense of belonging to the local community by creating a C.I which embodies, symbolizes and represents what is most unique about the locality and its community. It is something that each member of that community can identify himself or herself with. It is also something with which people from other localities can readily recognize that local community as this or that, thus increasing the brand-name-value of the locality. A friendly and easily recognizable C.I has an indirect effect of making the local government more accessible to the ordinary people, at least psychologically, overcoming the traditional image of overbearing officialdom of the bureaucracy. In this article, we propose to investigate whether the 218 local government C.Is, which have been created since 1990, have actually effected the above kinds of possible changes in the local governance or not. To that end, we will examine all 218 local government C.Is if they are successfully symbolizations of the local characters and identities. We will also try to point out sly problems, if there are any, and propose some alternative approaches to the designing of Local Government C.Is, by analyzing the mutual similarities in the very shapes and colors among all the 218 local government C.Is. It is our hope that this analyses will be of some use in the future formulations of the local policies for a more responsive local governance.

• The Journal of Society for e-Business Studies
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• v.16 no.3
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• pp.191-209
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• 2011

In a buyer-seller transaction process, 'value for money,' a measure of quality-price-ratio, is one of the most important criteria for buyers' purchasing decisions. The purpose of this paper is to suggest a method which helps online shoppers choose the best of several sellers offering homogeneous goods. We suggest FDH (free disposal hull) model, an applied model of data envelopment analysis (DEA), for online buyer-seller transactions and verify it with the data from an Internet comparison shopping site. For this purpose, we analyze consumer choice behaviors by examining how consumers respond to different sale conditions such as price, brand, or delivery time. Then, we implement a seller recommendation system to support buyers' purchasing decisions. We expect our FDH model to provide valuable information for rational buyers who want to pay the least price for high quality products/services and to be used in implementing automated evaluation processes in micro transactions. Moreover, we expect that our results can be utilized for sellers' benchmarking strategies which help sellers be more competitive by showing them how to attract buyers.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.9
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• pp.4266-4276
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• 2012

This study intend to analysis the main issue of deterioration of old housing complex for reproduction and derive the solution. Most of existing reproduction of hosing complex pushed to improve residential environment or expected rise real estate in value. For that reason, there was a limit to improve social problem of urban area behind hosing complex and surrounding area. Because government propel to make brand of city, have parking facilities and rise floor space index rather than established reproduction plan based on the aging problem of housing complex. Therefore, city need to deduct major reproduction issue to improve aging problem and prepare effective counterplan in complex and surround area by reproduction. This study progress through three steps of research. First, arrange problem of aging complex and way of response sustainably. Second, understand the importance by group toward improvement and aging problem that appear aging apartment complex through survey and opinion of expert. Third, comprehend major reproduction issue over this.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.4
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• pp.27-36
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• 2016

Venture companies, which can commercialize various kinds of new ideas and creating added value, are amid of great attention. Since most of venture companies in initial development stages cannot finance its capital sufficiently all by their own, investments from outside investors are key factor to their survival. However, they have lots of difficulties in financing from outside investors because of their typical uncertain but favorable investment characteristics. Moreover, even though they had successfully financed from outsiders, problems related to their stakeholders, such as interrupting in management and types of investments, cause contrary results to firms. Therefore there are various kinds of systems for startups like angels, venture capitals and governmental supports. Even so, investments and supports for venture companies are still not sufficient. 'Accelerator', which is a brand-new investment type started from Silicon Valley in United States during the mid 2000, is growing attention these-days. It mainly supports startups financially in the initial development stages, however, it also supports the firms by providing mentoring, education and networking services. On the other hand, difference between existing investment types and performance of the investment is still in controversy. Therefore this study compared investment behavior between accelerator and venture capital. As a result, we found that the difference in investment behavior of accelerators and venture capital.