• The Journal of the Korea Contents Association
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• 제21권8호
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• pp.32-48
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• 2021

This study attends to the phenomenon of major domestic corporations advertising their respective brands on official YouTube channels, reflecting the increasing importance of YouTube as a medium for marketing communication. One hundred vlogs of corporations with an official YouTube channel were content analyzed and their banded content attributes, advertising model's characteristics, advertising appeals, creative strategy, and consumer responses were investigated. Results show that the vlogs of employees were generally formulated with information on their colleagues' tasks and interviews. Findings also demonstrate that the characteristics of the model featured in vlogs had the most significant effects on consumer responses. Amongst the creative strategies, the user image had positive effects. However, branded content characteristics and advertising appeal types were found to have relatively weak effects. This research offers a theoretical understanding of the factors that influence consumer responses to the new type of advertising, corporate vlogs, in terms of branded content characteristics and advertising strategies. From a strategic point, it is anticipated that the reinforcement of user image and the utilization of an attractive model will produce positive responses from consumers.

• International Commerce and Information Review
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• 제16권5호
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• pp.151-178
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• 2014

The objective of the present case study is to analysis how effectively Hilti, which is a former family firm owned and managed by a family in Liechtenstein as a tiny european country, a land sandwiched between Switzerland and Austria, has made a global market success. Liechtenstein has $160km^2$ land and about 36,000 residents. Despite its small size of country, however, Hilti Corporation doesn't view its location as a liability in its business strategy. Hilti is a global leading provider of professional power tools in building, mining, civil engineering etc. Also, Hilti is a firm with a clear vision to become the leading industry partner for construction professionals and building installations through customer focus, high quality equipment, and tools and systems specially designed for specific jobs. This study considered Hilti as a good case, which verifies that born-conditions, endogenous factors according to Michael Porters diamond model does not decisive role more for international competitiveness of firms. Lessons from Hilti are that in order to obtain and sustain the global competitiveness of small and medium-sized firms in Korean manufacturing sector under high production cost, they have to do actively innovative. Also they can give to customers newer and higher customer-values than competitors in abroad give. The case summarizes that the strategy of Hilti for the global market success is comprised of several factors: Technological and organizational innovation, and a clear customer-value oriented business strategy and its implementation. Innovation and its integration into marketing for the customers value creation is central to Hilti's Success. The present case study is expected to provide insights and implication for many firms in Korea that are seeking to secure global presence and market success.

• Industry Promotion Research
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• 제5권2호
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• pp.9-17
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• 2020

This study analyzed SWOT based on existing literature data to establish strategic tasks and strategic directions for revitalization of social economic organizations (Chungnam region). First, as a result of SWOT analysis of social economic organizations, a total of 16 factors were derived from the factors for strength (S), weakness (W), opportunity (O), and threat (T), with 4 factors each. Second, for strategic factors for social economic organizations, 16 strategic tasks were derived from SO strategy, ST strategy, WO strategy, and WT strategy through SWOT Matrix Mapping for factors established through SWOT analysis. Strategic direction 1 was established as a strategic direction to improve self-sufficiency by establishing a sustainable management body as a "advancing the support policy base of social economic organizations". Strategic Direction 2 is "Creating a Growth Foundation for Social Economic Organizations", which means a strategic direction for social economic organizations to grow and develop on their own. Strategic direction 3 is "discovering and fostering social economic organizations," which means a strategic direction for sustainable growth by discovering and fostering organizations that meet local characteristics so that social economic organizations can solve various problems in the region. Strategic direction 4 was 'promotion and promotion of social economic organizations', which means strategic directions for promotion of social economic organizations and promotion of education for employees.

• Korean Security Journal
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• 제60호
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• pp.283-302
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• 2019

This study was conducted to provide the basic data for improving the working environment and welfare level of the security guard by identifying the primary effects of stress response on fatigue with emotional labor and identifying the adjustment effects with coping strategy. The data were collected from 214 security personnel using questionnaire and the statistical tests of correlation, heavy return analysis and hierarchical return analysis using the SPSS 18.0 statistics program were used to reach the conclusion that: First, it has been shown that the emotional labor of a security guard affects fatigue Second, the effects of emotional labor on fatigue of a security guard have been shown to have the effect of coping strategy. Based on the above studies, it was concluded that the emotional labor of a security guard was affected by fatigue and could be controlled by a stress coping strategy. Therefore, it is believed that there is a need to seek an autonomous corporate culture based on the organization's performance by changing the management system for employees at the organizational level so that security guards can use an active way of coping.

• Archives of design research
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• 제19권6호
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• pp.33-38
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• 2006

The development of the typeface 'Arita' presents a method and its following results for a corporate typographic identity. Amore pacific established a strategy for a typographic identity as for their high quality corporate culture and as a first step for it was to develop their corporate typeface 'Arita'. The typeface 'Arita' which pursues sharing and accompanying was developed to be used in the body text to enhance the function of the typography. What was needed to develop this typeface for Amore pacific was first, understanding of the corporation, and second, vision to present new direction for a typeface and its appropriate supervision, and third, ability in designing. Therefore, under the leading of Hong-ik University's meta design research institute, the typeface 'Arita' was created by in collaboration with Seoul women's university's modeling research institute and the typeface design specialty company, type space and the design company, Ahn-graphics. There are two kinds of weight in 'Arita' typeface, one is normal 'AritaM' and the other is semibold 'AritaSB'. 'Arita' is produced into TrueTypeFont(TTF) for Windows Operating System and OpenTypeFont(OTF) for Macintosh Operating System.

• Journal of Korea Port Economic Association
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• 제25권4호
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• pp.21-44
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• 2009

This study aims to understand the conditions for using logistics outsourcing of Korean enterprises, present existing problems, examine factors affecting utility, and analyze the pattern of logistics outsourcing based on contract term, and to ultimately contribute to enhancing competitiveness of logistics enterprises. Through the literature survey 8 factors were identified as three broad factors of corporate strategy, corporate characteristics, and environment. Factor analysis was conducted on the bases of 155 collected data among 400 distributions for 2 months from April to May in 2008. From the result of analysis, the implication and finding can be summarized into three aspects. Firstly, Korean companies value factors relative to corporate strategies as motivating factors for logistics outsourcing. Secondly, Korean companies consider logistics outsourcing depending on how to handle customers' demands and the severity of competition. Thirdly, it was found that product and organization characteristics are perceived as more important when contract term with logistics business is longer. The implications can be observed into two aspects. Firstly once the logistics outsourcing between manufacturers and logistics companies are determined, it was verified that mutual agreement, particular contracts and periodic communications can increase the outcome. Secondly the logistics outsourcing appeared to be different depending on the level of entering to foreign market and resulted in higher performance as well.

• Journal of Korea Technology Innovation Society
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• 제21권3호
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• pp.1077-1100
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• 2018

The present study analyzed the effect of firms' external research and development (R&D) on corporate productivity, while investigating the moderating effect of firm size on the external R&D-productivity nexus. In the empirical analysis, we estimated South Korean manufacturing firms' total factor productivity (TFP) using the firm level data drawn from the Survey of Business Activities (Korea National Statistical Office) for the years 2006-2015. Thereafter, focusing on the role of external R&D and its interaction with the firm size in determining firms' TFP, the productivity function was estimated as well. To this end, we used ordinary least squares (OLS) and quantile regression to highlight the heterogeneous impacts of external R&D by companies' productivity level. Empirical results confirmed that firms' external R&D significantly enhanced corporate productivity in all manufacturing industries, from high-tech to low-tech. The moderating effect of firm size in determining the productivity effect of external R&D was not as prominent as in the case for internal R&D, which exhibited some degree of the size premium in the productivity-enhancing effect. These results suggest that regardless of the firm size, external R&D can be an important channel for corporate productivity improvement, and can be a particularly effective strategy for SMEs with relatively limited internal R&D capacities.

• Korean Journal of Construction Engineering and Management
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• 제23권3호
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• pp.36-44
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• 2022

This study analyzed Corporate Social Responsibility (CSR hereafter) of construction companies, especially focusing on small-medium companies. Surveys on construction companies' CSR activities and intensive interview with experts were executed to analyze and draw some implications. The empirical results shows that most of construction companies feel keenly necessity of CSR. The level of small-medium companies' awareness is lower than that of large companies'. CEO and board members of small-medium companies are less concerned about CSR yet. Carrying CSR activities co-working with NGO is preferred because of expertise and network. This study also suggests future strategy for CSR in the construction industry, focusing on small-medium companies. First of all it is necessary for small-medium companies to enhance the level of awareness and encourage participation in CSR. Second, it is required to strengthen relation with NGO and share information for CSR. Third, it is really significant to strengthen budget support and secure personnel to activate CSR. The systematic support by gevernment is also important. Lastly, it is essential to mount a publicity campaign and develop various CSR program. The role of 'Construction Industry Foundation for Social Responsibility' is emphasized because small-medium companies have very little room for CSR.

• Korean Association of Arts Management
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• 제51호
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• pp.75-102
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• 2019

This study aims to figure out the progression of Hyundai motor's corporate cultural marketing by conducting semantic network analysis. Although the previous research has focused on conception, categorization, impact, and performance of cultural marketing, they hardly pay attention to changes in cultural marketing over time. To explore the identified gap, we collected 2,315 articles concerning Hyundai motor's cultural marketing on daily newspapers printed from 2001 to 2018. The 18-year time period was classified into four periods, and lists of words were extracted and analyzed by Korean language analysis program, Textom and social network analysis program, called 'UCINET'. The outcome of our analysis indicates that Hyundai Motor's cultural marketing has been developed from the strategy of merely increasing sales to the means of distinguishing their corporate and brand identity. In the early 2000s, the words 'customer', 'The Age of Great Paintings: Rembrandt and the 17th century Dutch paintings', and 'performances' were extracted with high frequency. It shows Hyundai Motor held performance-oriented events and provided benefits to specific consumer groups under the type of 'Cultural Promotion'. In addition, as the exhibition sponsored by Hyundai motor was reported in the media with high publicity effect, the concept of 'Cultural Support' is also emerged. In the late 2000s, the top exposures were 'Seoul Arts Center' and 'Seoul Metropolitan Symphony Orchestra'. Under the concept of 'Cultural Support', both organizations and cultural events were sponsored by Hyundai motor. Hyundai Motor has the tendency to cooperate with high profile parties who have already accomplished high publicities to attract social interests and issues. In the early 2010s, Hyundai Motor created cultural marketing brand and space ('Brilliant' and 'Hyundai Art Hall') that broadened the potential target groups, which represented both 'Cultural Support' and 'Cultural Enterprise'. In the middle and late of the 2010s, as shown by the high frequency of 'brand' and 'global', Hyundai Motor has focused on the global market and viewpoint has expanded to brand building focusing on the type of 'Cultural Enterprise'.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• 제8권2호
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• pp.89-102
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• 2018

With the development of mobile technology, asset management on the Internet have also developed a lot. Drawing on Technology Acceptance Model, this study examines YUEBAO deployment to model consumers' purchase intention to use financial products offered online. In this study, we hypothesized that the characteristics of online asset management product will affect the purchase intention through perceived usefulness and conduct empirical analysis on Chinese consumers. In the study model, the independent variables were considered to include individual involvement, experience, product protection, corporate credibility, convenience, mobility, and familiarity. In addition, the parameters constitute the usefulness, and the dependent variable is the purchase. The results are as follows. First, YUEBAO's complementarity, corporate credibility, convenience, and familiarity have a significant influence on YUEBAO's usefulness. Second, The YUEBAO's usefulness has a noticeable effect on the purchase intention. To perceive the high usefulness, the practicality strategy of enhancing the protection property, corporate reliability, convenience and familiarity of the online asset management product is needed. The study of consumer purchase behavior and consumer purchase intention of online wealth management products is very valuable for academic and practical work.