• Asia Marketing Journal
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• v.12 no.4
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• pp.1-25
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• 2011

Brand names are often considered as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, brand names are also important assets. Building a strong brand name in the Chinese commonwealth is a main challenge for many global companies. One of the first problem global company has to face is how to translate English brand name into Chinese brand name. It is very difficult decision because of cultural and linguistic differences. Western languages are based on an alphabet phonetic system, whereas Chinese are based on ideogram. Chinese speakers are more likely to recall stimuli presented as brand names in visual rather than spoken recall, whereas English speakers are more likely to recall the names in spoken rather than in visual recall. We interpret these findings in terms of the fact that mental representations of verbal information in Chinese are coded primarily in a visual manner, whereas verbal information in English is coded by primarily in a phonological manner. A key linguistic differences that would affect the decision to standardize or localize when transferring English brand name to Chinese brand name is the writing system. Prior Chinese brand naming research suggests that popular Chinese naming translations foreign companies adopt are phonetic, semantic, and phonosemantic translation. The phonetic translation refers to the speech sound that is produced, such as the pronunciation of the brand name. The semantic translation involves the actual meaning of and association made with the brand name. The phonosemantic translation preserves the sound of the brand name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner. name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner.

• The Journal of Society for e-Business Studies
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• v.10 no.2
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• pp.21-41
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• 2005

An Enterprise Architecture (EA) Framework is a tool which supports implementation of the Enterprise architecture that is used to enhance the interoperability of the IT components. In this paper, we propose a framework named as ENAE (ENterprise Architecture Framework) which combines enterprise architecture unit (AU), reference model, and association relationship between domain model. Architecture Unit is defined as a minimum set of a business process and its associated components such as application system and technical components. An EA can be designed and implemented by the aggregating the related AUs including association relationship between Architecture Units. Because UML model has limitations to describe business domain semantics because it is designed for general purpose, we adapt the DSM (Domain Specific Modeling) concept. We describe association relationship between Architecture Units designed by Domain Specific Modeling through Topic Map. Session 2 describes related works about Enterprise Architecture frameworks, Domain Specific Modeling, and Topic Map, while Session 3 explains components of the ENAF. Finally Session 4 shows the case study for implementation of the new Framework called ENAF.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.155-164
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• 2024

This study examines whether startup firms start with the resources they already have and expand the resources they can mobilize in the process of business management (Effectuation Model) using public data provided by the government. The results of the study show that the Effectuation Model can partially explain the behavior of early-stage startup firms. Therefore, in terms of policy implications based on these findings, government policies for entrepreneurship should not be based on the selection of companies based on sophisticated business models and hypothetical profit models, but rather on a system that actively supports entrepreneurship in areas that are challenging, even if they seem somewhat reckless at the moment, or that best match the entrepreneur's knowledge. Next, in order to actively spread entrepreneurship, it is necessary to spread business history or entrepreneurial experience. To this end, it is necessary to drastically change the current financial system for startups, where the founder bears all the financial risk, and to more actively consider ways to reduce the risk of startups by allowing society and the financial system to share some of the risk of startups.

• Journal of Fashion Business
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• v.20 no.1
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• pp.173-190
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• 2016

The purpose of this study was to investigate the mediating roles of relationship quality, satisfaction and trust, and switching cost during the process of the effects of service quality in the beauty industry. Assuming the attractiveness of alternatives of such structural relations may differ between paths of groups, effects of influence on the relation of each composition concept were investigated. This study adopted a three-dimensional model of service quality, "process quality", "outcome quality", and "environment quality." Amos was used to analyze the research hypotheses and the proposed model. The result of the study suggests that service quality positively influences relationship quality, and relationship quality yields service loyalty. The results also indicates that relationship quality positively influences switching cost and switching cost positively influences service loyalty. Each service quality dimension had a significant effect on satisfaction, trust, and the relative importance of service quality dimensions on satisfaction; trust followed the order of process quality, outcome quality, and environment quality. The moderating variable such as the alternatives' attractiveness is found to be important moderators of the path of the model.

• Journal of the Korean Society for information Management
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• v.23 no.3 s.61
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• pp.23-48
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• 2006

Record management metadata schema should have robust structure to represent not only elements innate in records itself but also management elements for the life cycle of records according to business activities. To realize these requirement, Information model for record domain is needed and also Metadata framework supporting semantic refinement and data element specialization required in record management business or applications are required. This study analyse main principles and characteristics of metadata scheme, and then suggested a novel method to develope schema systematically and effectively. This study propose information model and set of core data elements of records management based on ISO 15489 and 230381, and show how to implement the record management framework.

• The Journal of Society for e-Business Studies
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• v.12 no.3
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• pp.235-249
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• 2007

Workflow systems are software systems that control the execution of long-term processes. Members of an organization are in charge of executing processes. A work assignment policy, i.e who should perform a certain piece of process, has to be modeled and implemented in workflow systems. Organizations may have a large variety of problems in work assignment, and it may not be feasible to devise a single model to cover all problems. In this paper, we introduce generality to work assignment design problems in workflow systems We provide a meta-model based approach which enables us to define arbitrary problem oriented work assignment policies.

• Journal of Fashion Business
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• v.15 no.5
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• pp.87-102
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• 2011

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

• The Journal of Fisheries Business Administration
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• v.52 no.2
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• pp.33-54
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• 2021

This study is aimed to analyze the economic feasibility of yellowtail culture using the copper alloy net cage in Gyeongsangbuk-do. First of all, in order to evaluate the copper alloy net cage on yellowtail culture, I review the trend on the yellowtail culture industry and research the concept of copper alloy net cage. The copper-alloy net cage is now recognized as an advantages of its system stability, recycling, antibiosis and food safety. The results were summarized as follows: first, there was significant meaning of the profit model of yellowtail culture by the price difference. Second, I analyzed in the economic feasibility of yellowtail culture using the copper alloy net cage, internal rate of return (IRR) was 51.58%, a benefit-cost ratio was shown to be 2.27 and net present value (NPV) was 1,087,337 thousand won, which indicates the economic feasibility of yellowtail culture using the copper alloy net cage is profitable. Finally, in order to improve the economic valuation, it is necessary to focus more on the developing of technology and cost reduction strategy on the copper alloy net cage.

• Archives of design research
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• v.18 no.3 s.61
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• pp.75-84
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• 2005

This study suggests the way of revitalization of strategic specialized industry from the perspective of design business model. In order to revitalize the regional strategic specialized industry, it is necessary to overcome traditional production-based industry structure. For the industry's side, companies should convert their traditional production-based business perspective into market-oriented or design-oriented one. For the designer's side, they need to lead the design-centered industry structure by suggesting active design sources to industries escaping from passive design development perspective. Namely, the revitalization of strategic specialized industry can be peformed by design-based and market-oriented business execution. The formation of market-oriented industry can be accomplished by designers who do their design development works with design-business perspective and play an active role in the industry system. For the suggestion of concept mentioned above, this study conceptualized the meaning of design business, and applied the concept of it to the case study for bamboo industry of Damyang province. The case study suggests the possibility that designers are able to create higher profit through various sources such as sales royalty, production royalty etc by playing an active role for design development, industry selection, business system establishment and so on. In addition, the study implies that industries can increase the possibility of business success through design-based business execution mentioned above.

• The Journal of the Korea Contents Association
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• v.17 no.7
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• pp.44-55
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• 2017

Many enterprises have recently been pursuing process innovation or improvement to attain their performance goal. To comprehensively support business process execution, the concept of business process management (BPM) has been widely adopted. A life cycle of BPM is composed of process diagnosis, (re)design, and enactment. For aligning with enterprise strategies, all BPM activities must be closely related to performance metrics because the metrics are the drivers and evaluators of business process operations. The objective of this paper is to propose a life cycle-based BPM framework integrated with the process-based performance measurement model, in which business processes are systematically interrelated with key performance indicators (KPIs) during an entire BPM life cycle. By using the proposed BPM framework, company practitioners involved in process innovation projects can easily and efficiently find the most influencing processes upon enterprise performance in the process diagnosis phase, evaluate the performance of newly designed process in the process (re)design phase, monitor the KPIs of new business process, and adjust business process activities in the process execution phase through the BPM life cycle.