• 유통과학연구
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• 제22권1호
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• pp.1-12
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• 2024

Purpose: Rapid technological advancements and information dissemination have catalyzed a steep upsurge in the distribution of ornamental flower arrangement products, effectively meeting the burgeoning demands of customers. This research endeavours to elucidate the relationship between market orientation (MO) and competitive advantage (CA), with the intermediary role of marketing performance (MP) within Denpasar's flower arrangement retail sector. Research Methods: Conducted within a Denpasar-based flower shop, the study engaged 94 respondents through a questionnaire-based data collection methodology. Utilizing a saturated sampling approach, the sample size equated to the population size. The analysis employed SmartPLS, a robust statistical tool. Results: The study findings reveal that MO does not exert a statistically significant direct impact on CA. Nevertheless, MO exhibits a substantively positive and statistically significant influence on MP, which, in turn, substantially and significantly contributes to CA. For flower arrangement business owners, it is imperative to orchestrate effective control over their marketing performance. Conclusion: This involves nurturing enduring customer and employee relationships by steadily implementing market-oriented distribution strategies. By doing so, customer satisfaction and growth, pivotal in bolstering marketing performance, can be adeptly sustained, ultimately culminating in attaining competitive advantage.

• 한국컴퓨터정보학회논문지
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• 제26권1호
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• pp.189-199
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• 2021

본 연구는 내부마케팅, 시장지향, 환자만족, 병원이미지 간의 관계를 조사하고 특히 지역 국립대학 병원의 내부 마케팅에 대한 CEO의 역할의 영향에 초점을 둔다. 편의표본추출법으로 설문조사를 실시하였으며, 불성실한 답변을 제외한 222개의 설문지가 가설 검정을 위해 최종 분석에 사용되었다. 수집된 데이터의 기본 분석은 SPSS 21.0을 사용하였으며, AMOS 21.0을 사용하여 신뢰성과 타당성을 검정하기 위해 확인요인분석을 실시하였다. 가설 검정을 위해 경로분석을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, CEO의 역할은 내부마케팅에 긍정적인 영향을 미쳤다. 둘째, 내부마케팅은 시장지향성에 긍정적인 영향을 미치며 리더십은 내부 마케팅의 가장 영향력 있는 요인이다. 셋째, 시장지향성은 비재무적 조직성과인 환자만족과 병원이미지에 긍정적인 영향을 미쳤다. 따라서 내부마케팅은 시장지향성 및 환자만족과 병원이미지의 향상에 중요한 역할을하며, 내부마케팅 활성화는 병원 CEO의 지원에 달려있는 것으로 확인된다.

• 유통과학연구
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• 제15권12호
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• pp.5-19
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• 2017

Purpose - This study involves the following questions: "Does internalization theory fully explain reality?" and "Which additional factors may add extra value to the theory?" To answer these, this study divides market entry mode into two steps, initial and subsequent and then, focuses on the subsequent distribution step; that is, the post-entry strategy after initial entry. In addition, this study relies on finding strategic orientations that affect the decision of post-entry into foreign markets. Research design, data, and methodology - To investigate this, this study examines 252 cases of Korean online games for each foreign market and the distribution mode at the product-team level. Results - The result shows that companies use different distribution strategies as a post-entry mode, like licensing, or joint distribution rather than exclusive distribution, through subsidiaries even if they already have wholly owned local subsidiaries which have enough experience and resources to select the entry modes among various types and then provide full commitment and control. Additionally, it finds that strategic orientation affects post-entry strategies differently. Conclusions - Therefore, this study is noteworthy and significant, as it practically extends the existing theories such as an internalization and distribution for decision making regarding the overseas expansion of entertainment businesses.

• The Journal of Asian Finance, Economics and Business
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• 제8권10호
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• pp.65-76
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• 2021

This study aims at investigating the effect of product innovation accounting on the market success of instant food and convenience food businesses in Thailand with customer response capability as the mediator. In addition, it examines the effects of management accounting systems, marketing intelligence, and technology orientation on product innovation accounting. The sample for this study is 258 instant food and convenience food businesses in Thailand. To test the research relationships, a structural equation model is used. The results of this study show that product innovation accounting has a significant effect on both customer response capability and market success. Similarly, customer response capability significantly leads to market success while it mediates the product innovation accounting-market success relationship. Testing the antecedents of the research relationships, management accounting system, marketing intelligence, and technology orientation potentially affect product innovation accounting. Accordingly, product innovation accounting is a key source of competitive advantage. Product innovation accounting must be recognized by company management as a strategic tool for competing in markets and environments. They must invest their resources and capabilities to create and develop product innovation accounting principles, as well as encouraging their staff to implement and use these principles in the workplace.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.473-483
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• 2020

Internationalization of SMEs has gathered pace in recent times with falling trade barriers and rising world trade encouraging small firms to seek profits and growth in foreign markets. This has attracted the attention of researchers, and several studies have been conducted in Western nations on the factors influencing the process of SME internationalization. However, hardly any study has been done on SME internationalization in the Gulf Cooperative Council (GCC) region, thus leaving a gap in the literature. This study investigates the influence of four factors, namely, human capital, network competency, entrepreneurial orientation, and market volatility on the degree of internationalization of SMEs in Oman. The study employs survey data collected from 150 SME owners and managers using a structured questionnaire having 27 items, and has been analyzed using correlation and logistic regression, as the dependent variable is binary in nature. The results reveal the impact of the chosen variables on the degree of internationalization of SMEs. The findings of the study suggest that network competency has the highest impact on degree of internationalization of Omani SMEs, followed by human capital and entrepreneurial orientation, while market volatility, though insignificant, moderated the relationship between entrepreneurial orientation and degree of internationalization of Omani SMEs.

• 산업경영시스템학회지
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• 제43권4호
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• pp.178-189
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• 2020

The purpose of this study was to analyze structural relationships with regard to the effect of customer integration, which is a type of integration in the supply chain, and market orientation of supply chain on the resulting change in the supply chain and management performance. The results of analysis in this study are as follows: First, customer integration and market orientation had a positive effect on reducing the flexibility and uncertainty of SCM. The decreased flexibility and uncertainty of SCM had a positive effect on non-financial performance, which also had a positive effect on financial performance. Second, customer integration and market orientation had a positive effect on financial and non-financial performance indirectly by decreasing the flexibility and uncertainty of SCM. Third, the effect of customer integration and uncertainty of SCM on the flexibility of SCM changed depending on the position in the supply chain; the effect was larger in the distribution group. The implications based on the analysis results are as follows: It is expected that the ability to deal with market changes in the overall supply chain is improved by laying the foundation for cooperation through establishing information infrastructure, including sharing information with trade partners and integrating systems, and implementing customer integration based on these achievements. It is also necessary to consider the business types and characteristics of individual companies in establishing information infrastructure.

• 한국유통학회지:유통연구
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• 제15권3호
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• pp.35-69
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• 2010

다단계판매 기업은 다수의 판매원 네트워크를 통해 의해 제품이나 서비스를 판매하기 때문에 이들과의 성공적 관계 관리가 기업의 성과와 성장을 결정짓는 핵심요인이다. 본 연구는 다단계판매 기업을 대상으로 상위판매원의 변혁적 리더십이 하위판매원의 기업가적 성향, 시장지향성과 성과에 미치는 영향을 분석하고 있다. 국내 최대 다단계판매 기업의 135명의 하위판매원을 대상으로 한 설문자료의 분석 결과, 상위판매원의 변혁적 리더십은 하위판매원의 기업가적 성향과 시장지향성에 긍정적인 영향을 미치며, 하위판매원의 시장지향성은 하위판매원의 성과에 긍정적인 영향을 미치는 것으로 확인되었다. 상위판매원의 변혁적 리더십은 하위판매원의 기업가적 성향은 높이지만 하위판매원의 성과와 직접적인 관련을 맺지는 않는 것으로 나타났다. 또한 하위판매원의 기업가적 성향은 하위판매원의 시장지향성을 통해 하위판매원의 성과를 높여주는 것으로 나타났다. 본 연구는 다단계판매업에서의 상위판매원의 하위판매원에 대한 변혁적 리더십의 중요성을 확인하고 있으며, 이를 근거로 향후 리더십 관련 연구 및 기업경영과 관련한 시사점을 제시하고 있다.

• 산경연구논집
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• 제1권1호
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• pp.23-31
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• 2010

본 연구는 부동산 시장에서 시장지향성의 요인인 시장정보 창출과 시장정보 확산, 시장정보에 대한 반응이 부동산 거래성과에 미치는 영향을 알아보고 이 과정에서 환경적 요인인 시장 격변성과 경쟁강도에 따라 부동산 시장에서 고객의 반응을 연구하여 시장의 범위에 최종 고객은 물론 부동산거래업자 등을 포함시킴으로써 보다 광범위한 마케팅 패러다임을 지향하고자 하였다. 따라서 부동산 유통과정에서 나타나는 시장지향성의 특성을 통해 부동산 거래성과에 미치는 영향에 관한 연구를 목적으로 연구대상을 결정하고 설문을 통한 실증분석을 하였다. 이번 연구 결과로 새로운 고객과의 관계와 부동산 시장에 대한 가능성을 확인하고 보다 적극적인 마케팅 전략을 수립하여 부동산 거래성과를 새로운 방향을 모색하는데 그 목적이 있다.

• The Journal of Asian Finance, Economics and Business
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• 제7권6호
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• pp.327-338
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• 2020

This study wants to test the nexus among resource orientation, market orientation, social network, and knowledge sharing toward organizational innovation, and the nexus between organizational innovation and MSMEs performance. Questionnaires and interviews are conducted with some MSMEs actors in Central Java Province, Indonesia, in Klaten Regency and Pekalongan City. These two areas have creative MSMEs, especially Batik MSMEs that have been very large and known worldwide. The sampling technique is done purposively with certain criteria for the respondents. The data analysis technique is done using Partial Least Square. This study provides recommendations about strategic practice and policy (resource and market), social network, and knowledge sharing in increasing organizational innovation, and the impact of organizational innovation toward MSMEs performance. It also offers a comprehensive model of the determinant factor of organizational innovation by considering the aspect of strategic orientation, social network, and knowledge sharing. Other unique aspects that are also important to consider are social network and the importance of knowledge sharing in improving MSMEs Performance. The respondents are still limited in two areas, namely, Pekalongan and Klaten, so it still cannot represent the whole population. These areas also have different orientation of production process approach, namely, synthetic and natural dyes.

• 유통과학연구
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• 제14권2호
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• pp.135-144
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• 2016

Purpose - The purpose of this paper is to empirically investigate the moderating effects of social capital on antecedents factors path of export performance in the materials and components SMEs(Small and Medium-sized Enterprises) of Busan and Kyungnam region. In case of materials and components SMEs, they are always trying to achieve business performance including export sales and market share, but it is difficult for them to increase performance due to the limitation of inner & tangible resources. Therefore intangible asset such as technology capability and its antecedents factors which are technology innovation and learning orientation are getting more important to SMEs. In addition, it is supposed that social capital such as local network including distribution channel in overseas market plays an essential role to enhance export performance. Accordingly, the main goal of this study is to find out the relationship between export performance and antecedents factors and the validity of social capital as a moderating valuable. Research design, data, and methodology - Technology innovation, learning orientation and technology capability have been used as antecedents factors for export performance and social capital such as network diversity and intensity has been used for moderating effects analysis. In order to select these valuables mentioned above, this study examined the existing researches on a basis of Resources Based View, Organizational Learning Theory and Social Capital theory. To achieve the objective of this paper, 7 hypotheses including the moderating effects have been proposed with 6 potential variables measured by 24 questions. The survey was carried out from December 2014 to March 2015 and 137 samples out of total 175 were selected for the analysis. PLS(Partial Least Squares) has been used for the methodology of empirical analysis for both antecedents factors path and moderating effects. Results - Research findings are as follows. First, technology innovation has a significant impact on learning orientation, learning orientation has a positive effect on the technology capability and technology capability also has a significant impact on export performance. Therefore 3 valuables are proved as antecedents factors of export performance. Second, the social capital(both network diversity and intensity) plays a moderating role with learning orientation to technology capability. However, there is no moderating effects between both of social capital and technology capability regarding export performance. Conclusions - According to path analysis results, it is suggested that the materials and components SMEs should raise technology innovation and learning orientation in order to improve technology capability and export performance. Meantime, the moderating effect analysis shows that SMEs should consider local network diversity and intensity along with learning orientation to add up technology capability. But local network diversity and intensity does not work systematically with technology capability for export performance and it means that SMEs should find the appropriate local partners for the purpose of establishing concrete distribution channels based on marketing perspective, not for improving technology capability.