• The Journal of Art Theory & Practice
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• no.2
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• pp.191-213
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• 2004

The trend of "Blockbuster Exhibitions" over the past decade has led to the unfortunate reality that museums, losing sight of their role as an Academic organization, are becoming increasingly influenced by the corporate world. In my dissertation entitled "The Commercialization of Blockbuster Exhibitions in Museums," I explore the modern tendency toward Blockbuster exhibitions in art museums and the negative impact of those exhibitions on the art world. Museums of the modern day have expanded their territory from the traditional venue of public education to the hybrid cultural space. This mission, evident in the museum's attempt to satisfy audiences with the offering of diverse activities, has changed the concept of the museum, giving priority to the desire for financial gain. From the viewpoint of this new museology, the museum considers Blockbuster exhibitions as the safest method to increase ticket sales. As a program that openly reveals the commercialism of the museum, I explore the Blockbuster show and its strategies as a means of exposing the influence of the corporate world on art. A key component to the Blockbuster exhibition is the "hype" that is created to attract an audience. This devotion to increased publicity distracts from what should be the goal of public education, as the primary focus leans towards the desire for a large number of visitors. Consequently, this unavoidably standardized exhibition is presented to the public in a manner that deprives the audience of a unique experience. With large crowds and increased ticket prices, it is difficult to form a genuine appreciation of the artwork. In addition to the profit gained by increased ticket prices and the commercial sales of "souvenirs" from the museum gift shop, Blockbuster shows are used as a means to attract the attention of corporate sponsors. As explained in my dissertation, the importance that the museum places on corporate sponsorship as a capital resource is evident, however the degree to which the museum allows itself to he influenced by the desire for capital gain poses a threat to its function as an academic organization. Circumstances in American museum history, in particular, have influenced the transition from academic resource to corporation within museology. In keeping with the nation's tendency towards capitalism, art museums in the United States were initially established and developed by individual capitalists who applied principals of corporate operation to museum management. As a result, in modern days, We witness the influence of enterprise on museum programs, while corporate management may be able to guarantee immediate fiscal benefits, however, it is unable insure the future of the museum. In Slim, my dissertation discusses the mechanism of the commercialized "Blockbuster Exhibition" and the impact that it has on the future of the museum as an industry. This research provides an opportunity to reconsider the role of the museum as an academic institution, particularly in regard to the need to decrease the capitalization of exhibitions and refocus their influence on the art world as an educational resource.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.5
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• pp.101-111
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• 2017

This Research is to Find how the CSR Activities for the Growth of Stable and Sustainable Family Business do Influence the Improvement of Company's Brand Image and Service Purchase Intention. It is Aimed for Finding how the Image of Company Pursuing the Diverse CSR Activities is Recognized by General Consumers and the Correlation between the Improvement of Company's Image and the Product & Service Purchase Intention. 323 Exemplars were Distributed to the University Students in Seoul Metropolitan and Chungcheong Area, and 314 Finally were Used for the Analysis. It was Investigated the Demographical Factors, the Important Fields among Company's CSR Activities, the Reason for Company's CSR Activities, the Preferred Companies among Sponsoring Companies. It was Analyzed Three Items of Company Image such as Product/Service, Potential Competence, Relation to Public Benefit and the Regression Model was Investigated how these Three Items do Influence the Purchase Intention. The Research Results Show 'the Improvement of Social Awareness for Company' and 'Negative Awareness Change for Company' as the Reason for CSR. Consumers have the Preference to the Companies Actively Sponsoring Culture & Arts, and this Generally Affects the Business Results, and thus, it is Considered that the Companies have to Contribute the Local Society with the Sprit of Corporate Citizenship in Accordance with the Consumers needs, and Actively to Extend the Culture & Arts Sponsorship.

• Asia Marketing Journal
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• v.13 no.2
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• pp.71-97
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• 2011

Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.1
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• pp.70-77
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• 2015

With the purpose of studying the effects of K-wave event sponsorship on corporate image, surveys were conducted against visitors at K-wave marketing events in Tokyo and Nagoya which yielded 199 viable samples. These samples were subjected to descriptive and multivariate statistics analysis. Average and standard deviation were calculated and measured for total correlation coefficient to find out characterize of study variables. A Cronbach's alpha coefficient exceeding 0.7 indicated a good to excellent credibility of the measuring instrument. In addition, exploratory factor analysis was employed to establish validity of the measuring instrument. In order to determine the characteristics of K-wave events and the cause and relation of the subsequent effects on corporate image that stems from the aforementioned characteristics, 4 sub hypotheses were derived from 1 major hypothesis, of which 3 were determined to have a substantial and meaningful influence on the final outcome while 1 was rejected. However, due to lack of advance research, additional and continuous studies are warranted to establish a systemized theory in this field and further on, to observe such theories bear fruit in real world applications in the industry.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1717-1730
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• 2010

This research analyzes the recent phenomenon of pursuing public benefit in fashion enterprises according to the increasing importance of corporate social responsibility attitudes towards the global sustainability crisis. The pursuit of public benefit in fashion enterprises has been realized by the activities that contribute to public welfare through one or plural corporations aligned with government, social corporations, and NGOs. The goals of public beneficial activities are to promote public issues and to support the underprivileged and communities both financially and voluntarily. Such activities can be categorized as philanthropy, sponsorship, social marketing, cause-related marketing, and public benefit product development. Especially public beneficial activities in fashion enterprises are featured as the charity donations of apparel products, the collaboration with fashion celebrities and artists in relation with popular culture and art, the limited edition of excellent design with slogans, and the visual campaigns to promote public issues. They deal with human right issues for the underprivileged and disease prevention issues. In addition, specially environmental issue and community trade issues (often raised in the fashion manufacturing and consuming process) are increasing.

• Journal of Information Technology Services
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• v.4 no.1
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• pp.57-69
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• 2005

The ERP system which has been adopted as a tool for integration of information systems and for innovation of business process. And it is regarded to be able to maximize the productivity of business process and achieve process innovation based on the best practice incorporated in the ERP. To achieve process innovation through ERP, strong sponsorship from top management and building consensus through the entire organization is required to be backed UP. There are many cases of the failure of Process Innovation due to reluctance of corporate members to change. In the result of the case study, it seems to be difficult to build the consensus of the related groups to ERP project. There are still argues after project, on whether the project was success or not. Through the AHP analysis for the success factors, it is explored that the reason is that several groups of the company had different expectation for the project. And to achieve the aimed process Innovation, the project members in the related departments should build the consensus of expectation on the project.

• Journal of Korea Society of Industrial Information Systems
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• v.21 no.6
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• pp.95-107
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• 2016

This paper discussed the status of a social enterprise that is being actively pursued in recent years. In addition, the study looked at the social enterprise in Gangwon actually about what the factors affecting the sustainability of social enterprises. The most important priority is 'value creation and communication of the stakeholders' category i) Communication with the social mission of an ongoing quest and corporate internal and external stakeholders, efforts to enhance the social reputation, ii) social organizations in the community and productive relationships with suppliers were two appeared to be the most important factor, "Finance and support" sector, was found to be an important factor in the efficient operation through the effective use of government policy support and sponsorship projects generate operating income. Second, the it was a 'internal business processes' communication efforts and conflict resolution mechanisms through the involvement of employees in the internal affairs division appeared to be important, Finally, we showed that expression and whether the existence of a successor group of entrepreneurial leadership, learning and innovation sector is an important factor affecting the sustainability of the social enterprise.

• Journal of Preventive Medicine and Public Health
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• v.54 no.5
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• pp.330-339
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• 2021

Objectives: Tobacco control in Indonesia is very lenient compared to international standards. This study explored the perspectives of tobacco control stakeholders (TCSs) on the likelihood of advancing tobacco marketing regulation in Indonesia. Methods: Data were collected from TCSs who were members of the Indonesia Tobacco Control Network group in a modified Delphi study. We collected the data in 2 waves using a questionnaire that comprised a set of closed and open-ended questions. For this paper, we analysed 2 of the 3 sections of the questionnaire: (1) tobacco advertising, promotions, and sponsorship (TAPS) bans, and (2) marketing and retailing regulations. We conducted a descriptive analysis of the scores using Stata/IC.13 and summarised the comments for each item. Results: The TCSs viewed the measures/strategies across all aspects of TAPS and tobacco marketing regulation as highly desirable, but provided varied responses on their feasibility. They rated political feasibility lower than technical feasibility for most measures. Advancing TAPS measures and prohibition of selling to minors were considered more attainable by sub-national governments, while prohibition of tobacco corporate social responsibility was considered as the least feasible measure in the next 5 years. Conclusions: Despite little optimism for substantial national-level change, there is a positive expectation that sub-national governments will strengthen their tobacco control regulation. It is paramount that the government reduce tobacco industry leverage by implementing Article 5.3 of the World Health Organization Framework Convention on Tobacco Control. Extending advocacy networks beyond tobacco control groups and framing tobacco control more effectively are necessary steps.

• Journal of Korea Entertainment Industry Association
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• v.13 no.1
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• pp.35-46
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• 2019

In this study, we conducted an empirical analysis to examine the effects of corporate cultural marketing activities on customer satisfaction and customer citizenship behavior through positive emotion variables. For this study, we conducted a survey on customers who have experienced cultural marketing activities of companies. The results are as follows. First, among the four factors of culture marketing activities, 'sponsorship','synthesis','style', and other factors excluding 'sales' factors influenced positive emotion. Second, positive emotion have a positive effect on customer satisfaction with products and services. Third, positive emotion affect voluntary customer citizenship behavior. As a result, it can be seen that the marketing activities of companies practicing cultural activities, differentiation of products and services based on culture, and formation of corporate culture emphasizing culture lead to positive emotion of customer. In addition, positive emotion are likely to lead to customer satisfaction with products and services, and furthermore, in order to create common value, it is sometimes possible to lead to customer citizenship behavior that voluntarily perform the same role as the company's spokesperson have. Based on the results of this study, it is necessary for domestic stakeholder to engage in innovative perspectives and ongoing activities based on the essential concepts of cultural marketing to secure customer and build competitive advantage.

• Journal of Korea Technology Innovation Society
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• v.17 no.2
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• pp.380-420
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• 2014

We increasingly see the importance of employees acquiring enough expert capability or innovation capability to prepare for ever growing uncertainties in their operation domains. However, despite the above circumstances, there have not been an enough number of researches on how operational input components for employees' innovation outcome, innovation activities such as acquisition, exercise and promotion effort of employee's innovation capability, and their resulting innovation outcome interact with each other. This trend is believed to have been resulted because most of the current researches on innovation focus on the units of country, industry and corporate entity levels but not on an individual corporation's innovation input components, innovation outcome and innovation activities themselves. Therefore, this study intends to avoid the currently prevalent study frames and views on innovation and focus more on the strategic policies required for the enhancement of an organization's innovation capabilities by quantitatively analyzing employees' innovation outcomes and their most suggested relevant innovation activities. The research model that this study deploys offers both linear and structural model on the trio of learning, innovation capability and innovation outcome, and then suggests the 4 relevant hypotheses which are quantitatively tested and analyzed as follows: Hypothesis 1] The different levels of innovation capability produce different innovation outcomes (accepted, p-value = 0.000<0.05). Hypothesis 2] The different amounts of learning time produce different innovation capabilities (rejected, p-value = 0.199, 0.220>0.05). Hypothesis 3] The different amounts of learning time produce different innovation outcomes. (accepted, p-value = 0.000<0.05). Hypothesis 4] the innovation capability acts as a significant parameter in the relationship of the amount of learning time and innovation outcome (structural modeling test). This structural model after the t-tests on Hypotheses 1 through 4 proves that irregular on-the-job training and e-learning directly affects the learning time factor while job experience level, employment period and capability level measurement also directly impacts on the innovation capability factor. Also this hypothesis gets further supported by the fact that the patent time absolutely and directly affects the innovation capability factor rather than the learning time factor. Through the 4 hypotheses, this study proposes as measures to maximize an organization's innovation outcome. firstly, frequent irregular on-the-job training that is based on an e-learning system, secondly, efficient innovation management of employment period, job skill levels, etc through active sponsorship and energization community of practice (CoP) as a form of irregular learning, and thirdly a model of Yί=f(e, i, s, t, w)+${\varepsilon}$ as an innovation outcome function that is soundly based on a smart system of capability level measurement. The innovation outcome function is what this study considers the most appropriate and important reference model.