• 디지털융복합연구
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• 제7권3호
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• pp.75-82
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• 2009

The purpose of this study is explore the effect of brand marketing on the circulation structure factors as corporation image, brand image, and purchase intention and to clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and the circulation structure factors as CI (corporation image) and BI(brand image) and PI(purchase intention) are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporation image and brand image in mobile phone corporation.

• Asia Marketing Journal
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• 제15권2호
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• pp.1-27
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• 2013

The main goal of this study is to examine the competition intensity in the Korean bakery franchise industry and to identify the core competencies of the industry's leading company, Paris Baguette. The frameworks of PEST analysis, Cross Impact analysis, a Five Forces Model, a Value Chain, and VRIO analysis. PEST and Cross Impact analysis were employed to investigate the industry's external environment, and the results indicated that 'increased attention on corporate's Creating Shared Value (CSV) activities' is the most influential factor among others. The analysis using the Five Forces Model found industry rivalry and substitutes were the greatest threats. Finally, the results of Value Chain and VRIO analysis identified four core competencies of Paris Baguette: its CEO's craftsmanship, e-procurement system, quality of dormant dough, and hub system. Multiple managerial implications are suggested for practitioners in the marketing area, especially in the saturated market environment.

• 유통과학연구
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• 제12권10호
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• pp.57-65
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• 2014

Purpose - This study aims to identify the effect of corporate eco-friendly marketing, which focuses on corporate social responsibility, on the environment, natural preservation and protection, and environmental concern among consumers. Research design, data, and methodology - A total of 92 valid questionnaires were used for analysis. A structured model was established and a 3-step mediated regression test was employed to see how consumers' perception of ethical consumer behavior and price sensitivity are influential in relation to the impact of consumer's perception of eco-friendliness on the using intention in relation to eco-friendly products. Results - Three factors of eco-friendly perception all have a positive impact on ethical consumer behavior, thus lowering their price sensitivity. In particular, it is found that environmental knowledge and environmental concern are important to promote ethical consumer behavior. Conclusion - It is found that, to increase the using intention of eco-friendly products, an enterprise should practice an eco-friendly marketing strategy, deliver eco-friendly related knowledge, and include contents to allow consumers to take an interest in the environment for effective performance of marketing.

• 융합경영연구
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• 제11권1호
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• pp.31-44
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• 2023

Purpose: This study aims to figure out the characteristics of corporate life cycle and resource input in terms of the sustainability diagnosis of pharmaceutical companies in Korea. Research design, data, and methodology: Using the Gompertz model under the assumption that companies have finite resources, this study tries quantitative interpretation of life cycle and resource input pattern for longevity companies with 25 years of experience among 158 pharmaceutical companies listed on Korean stock market based on maturity of revenue. Results: The study found revenue maturity through Gompertz model was statistically correlated with enterprise value. According to the life cycle analysis, more than 95% of 59 pharmaceutical companies were in the growth and maturity phase and have an average life cycle of 88 years and an average remaining life of 52 years. Regarding maturity profile of resource input, maturity of employees was generally high more than 60% and this meant there was jobless growth in Korean pharmaceutical industry. Conclusion: This study demonstrated there is a high statistical correlation between the maturity of a company's resource input and its revenue and enterprise value. It is believed that these results could be utilized as a basis for high fidelity function that predict revenue and enterprise value based on resource input information.

• International Journal of Quality Innovation
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• 제6권3호
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• pp.153-172
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• 2005

This study develops an exploratory model to evaluate the relationship between origins of corporate competencies and business performance, which targets small and medium-sized enterprises (SMEs) in Taiwan, analyzes 36 competence items in four functional dimensions: marketing, product design and development, manufacturing, and human resources management. The results from 760 valid samples from managers of Taiwan's SMEs reveal that in marketing competence and manufacturing competence were ranked high by Taiwan's SMEs managers. Elements contributed to manufacturing competence regarding reducing the number of suppliers has not been emphasized by Taiwan's SMEs managers. At the very top of the prevailing management competitive priority list are: (1) product or service quality, (2) timely delivery, (3) quality control improvement during the process, (4) increasing reliability of transportation, (5) introduction of new concepts and continuous improvement, and (6) improving after-sale services. The four competence dimensions are found highly correlated to business performance, which reflects the policy adjustments that Taiwan's small and medium-sized enterprises have made in the changing business environment to respond to the global market.

• Journal of East Asia Management
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• 제4권2호
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• pp.19-38
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• 2023

With the progress of information technology and the rapid development of the gamification marketing, corporate marketing through virtual CSR co-create as customer acquisition, customer retention strategy has become the hot topic, but the reality results show that the effect of virtual CSR co-create fails to reach an enterprise's marketing purposes. Based on the success model of D&M information system, from the perspective of customer engagement, this study analyzes how enterprises achieve customer engagement and bring gameful experience to customers through gamification marketing in the context of virtual CSR co-create. The empirical results show that the quality of game information -- social interaction and sense of achievement in the context of virtual CSR co-create have a significant positive impact on consumers' gameful experience, and customer engagement plays a partial mediating role between social interaction, sense of achievement and consumers' gameful experience.

• 융합경영연구
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• 제7권3호
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• pp.43-49
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• 2019

Purpose - This paper empirically investigates what factors contribute to management decisions by corporate governance in the Korean stock market. In the paper, dividends and investments were imployed as management decisions and major stockholders' shares and foreign investors' shares were used as corporate governance. Research design, data, and Methodolog - Samples are constructed by manufacturing firms listed on the stock market of Korea as well as those who settle accounts in December from 2001 to 2018. Financial institutions are excluded from the sample as their accounting procedures, governance and regulations differ. This study adopted the panel regression model to assess the sample construction including yearly and cross-sectional data. Results - This results support the literatures that major shareholders showed insignificance to dividends, positive significance to investment in financially unconstrained firms and negative significance to investment in financially constrained firms. Whereas foreign investors favor firms to increase dividends but they decrease investments only in financially constrained firms. Conclusion - This paper documented evidence that financial constrained firms use dividends for their investment and foreign investors decrease investments under financial constraints. But for dividends decisions, foreign investors give significant positive impacts irrespective of financial constraints.

• 산경연구논집
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• 제14권2호
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• pp.11-19
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• 2023

Purpose: This research examines the relationship between green marketing strategy and CSR policy and identifies how companies can leverage this relationship to attract green customers. The conceptual model for this study shows the relevance of companies adopting both green marketing strategies and CSR policies to show how committed they are regarding environmental sustainability and fulfill their responsibilities towards various stakeholders. Research design, data and methodology: This research has conducted the literature content approach and the key measures used for this study were based on mostly peer-reviewed journal articles. Those studies already indicated the high degree of reliability and validity. Consequently, the current researcher removed conference papers into the analysis. Results: This research provides brief suggestions for companies to incorporate the findings of this study into their green marketing strategies and CSR policies. Companies that align their green marketing strategies with their CSR policies, and CSR policies with their customers' values, are more likely to attract environmentally conscious customers and increase their loyalty. Conclusions: This research concludes that there exists a positive relationship between green marketing strategy and CSR policy and the outcomes of this research add to the body of knowledge on how these two concepts can be integrated to achieve business and societal benefits.

• 통상정보연구
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• 제19권4호
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• pp.147-174
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• 2017

최근 중국에 진출한 한국기업들은 제품과 직접적으로 관련된 마케팅활동 이외에도 기업이미지 제고를 위한 수단으로 CSR활동과 기업광고를 활발히 수행하고 있다. 이러한 맥락에서 본 논문에서는 중국 현지 소비자들을 대상으로 중국에 진출한 주요 한국기업들의 CSR활동과 기업광고가 기업이미지에 어떠한 영향을 미치는가를 분석함과 동시에 기업이미지와 기업-소비자 동일시, 한국제품에 대한 평가와 중국 소비자의 행위적 반응 간의 구조적 관계에 대하여 파악하고 있다. 이를 위해 우선 이론적 논의 및 선행연구를 바탕으로 5개의 가설을 설정하고 이 가설들을 종합하여 이론적 연구모형을 구축하였다. 그리고 이 연구모형을 검증하기 위해 중국내 주요 대학의 MBA학생들을 대상으로 한 설문조사를 진행하였다. 실증분석 결과를 요약하면 다음과 같다. 첫째, CSR활동과 기업광고는 기업이미지에 정(+)의 영향을 미치는 것으로 밝혀졌다. 둘째, 기업이미지는 기업-소비자 동일시에, 기업-소비자 동일시는 제품 평가에, 제품에 대한 긍정적인 평가는 중국현지 소비자들의 행위적 반응에 모두 정(+)의 영향을 미치는 것으로 밝혀졌다. 이러한 연구결과는 향후 중국에 기진출한 한국기업들이 중국 소비자들에 대하여 호의적인 기업이미지를 심어주며 소비자와의 우호적인 관계를 지속적으로 유지하기 위하여 활발한 CSR활동과 기업광고활동을 수행해야 할 필요성이 있음을 시사한다.

• 국제학술발표논문집
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• The 1th International Conference on Construction Engineering and Project Management
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• pp.341-346
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• 2005

After the IMF shock, some major construction companies in Korea have been motivated to avoid and mitigate various risk factors which could be critical and catastrophic events to corporate revenue and organization internally or externally. It means that they are trying to introduce and set up a risk management plan and system suitable to their organization and culture. L construction co. ltd. is one of major construction companies that have been searching methodologies or technologies to manage various risk factors surrounding corporate marketing and project operation. This paper presents an unique approach to develop a model of risk management plan and system suitable to L construction itself focused on the construction phase.