• Asia Marketing Journal
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• 제15권4호
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• pp.187-200
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• 2014

The case study of OB shows dramatic market dynamics between leader brand vs. follower brand similar to Kirin vs. Asahi in Japan for two decades. Almost 20yrs ago, the brand status of OB was dramatically fallen because of the environmental pollution of subsidiary company and harsh competition of rivalry brand. But OB made a ground change in its brand strategy. OB departed from the pride in its past to bet on the new. OB decided to vitalize Cass brand through brand portfolio strategy. They deployed 3 phase articulated marketing plans; Phase I, Acquisition of Cass brand through M&A and strategic segmentation/targeting (1993-2005), Phase 2 - Mega Brand Strategy through Line Extension(2006-2009), Phase 3 - Experiential Marketing focused on Young Culture (2010- present). Finally, OB restored not only brand reputation of Cass and other brands but dominant market position in beer market. Now Cass has been growing rapidly in the last 20 years achieving 50% M/S. The three phases shows the typical successful process of brand management and revitalization adopting brand concept management and S-T-P strategy of manufacturing company.

• Journal of Information Technology Applications and Management
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• 제15권1호
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• pp.43-65
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• 2008

This study investigates the effects of business environment on the e-business strategy and performance of venture firms. The development of the research model is based on the empirical studies on the strategy literature. The data from the survey was analyzed using Partial Least Squares(PLS). For Daedeok Valley Venture Firms, product innovation differentiation strategy is affected by environmental uncertainty. And, cost leadership strategy tend to be influence by environmental uncertainty. Finally, venture firm's performance is effected by cost leadership strategy and marketing differentiation strategy. However, for in Hsinchu Science Park Venture Firms, product innovation differentiation strategy is affected by environmental uncertainty and heterogeneity. And, marketing differentiation strategy is enhanced by environment uncertainty and industry growth. In addition, cost leadership strategy tend to be influence by environmental uncertainty and heterogeneity. Finally, venture firm's performance is effected by cost leadership strategy and product innovation differentiation strategy.

• Asian Journal for Public Opinion Research
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• 제8권2호
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• pp.160-177
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• 2020

In Indonesia, concern about environmental protection is increasing. Thus, companies not only adjust their products but also create promotion strategies with environmentally friendly messages, called green marketing. This study identifies the effect of green marketing on purchase intentions. A quantitative method with an explanatory design was conducted. Data was gathered online. In this study, the population was @InnisfreeIndonesia Instagram followers. Thus, a direct message with the survey invitation was sent to randomly selected Instagram followers. Additional followers were invited daily for about a month until 100 responses were collected. The majority of respondents were Indonesian females, age 21-25. The results show that green products partially influence purchase intentions. Once consumers consider environmental friendly issues before buying a skin care product, they may identify whether the product is toxic-free, environmentally friendly, and holds a certification that identifies it as such. Thus, potential consumers tend to seek information to set expectations about the product they want to buy, prioritize them over other products, and to refer the product to others.

• 동아시아경상학회지
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• 제12권1호
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• pp.13-22
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• 2024

Purpose: The purpose of this study is to investigate impact of smart city awareness on citizen satisfaction and to measure various factors influencing smart city competitiveness that were rarely addressed in previous studies. For the impacts on the competitiveness of smart cities, this study explored the effects of data-driven service, economic impact, social trust through sharing, environmental protection, and sustainable growth. Research design, data and methodology: To collect data, this study employed an online survey conducted by a reputable research organization. Data analysis involved the use of factor analysis, ANOVA, and regression analysis. Results: This study identified key aspects important for enhancing citizen satisfaction. Furthermore, this research unveiled the significant impacts of data-driven service, economic impact, social trust through sharing, environmental protection, and sustainable growth on the competitiveness of smart cities. Conclusions: The results yield valuable managerial and policy implications. The study suggests that enhancing citizen satisfaction through improved awareness of the smart city is crucial for effective city marketing management. Additionally, the results highlight special aspects necessary to improve smart city competitiveness, including the implementation of promotional policies supported by the government, promoting global competitiveness for domestic companies, and fostering citizen participation for effective city marketing management.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2002년도 봄 학술발표회 논문집
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• pp.126-127
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• 2002

• Journal of Smart Tourism
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• 제2권4호
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• pp.5-10
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• 2022

CAPTCHA (Completely Automated Public Turing test to tell Computers and Humans Apart) is everywhere. This research explores whether and how travelers' upfront exposure to a CAPTCHA influences their subsequent behaviors. In the travel decision-making context, we investigated the relationship between CAPTCHA and travelers' hotel preferences and intent to use cryptocurrency during the trip. In two experimental studies, we found that travelers exposed to a CAPTCHA (vs. not) preferred a robot-staffed to a human-staffed hotel (Study 1) and a pro-environmental to a quality hotel (Study 2). Exposure to a CAPTCHA also influences travelers' intent to use cryptocurrency during travel (Study 2). Preference for a pro-environmental hotel does not depend on the formats of CAPTCHA ("I am not a robot" or "I am human") while intent to use cryptocurrency is higher when travelers were exposed to the "I am not a robot" than "I am human" CAPTCHA. The results of two exploratory studies suggest several potential mechanisms by which CAPTCHAs affect travelers' behaviors and call for more research on this topic.

• 유통과학연구
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• 제18권9호
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• pp.19-30
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• 2020

Purpose: As an environmental concern increases, customers pay more attention to purchase organic food. While customers' purchase intention of organic food has been widely studied, there are lacks of researches regarding the moderation effect of environmental concern and the interactive effect of level of education based on the Theory of Planned Behavior (TPB). This study examines the influence of level of education and environmental concern on purchase intention based on the Theory of Planned Behavior and organic food in Vietnam. Research design, data and methodology: The methodology of mixed methods of qualitative and quantitative is applied with a survey of 420 customers being conducted to collect data from three biggest cities in Vietnam: Ho Chi Minh, DaNang and Hanoi. SPSS 23 and SMART-PLS 3.2 are used for data analysis. Results: The result shows that the customers have more environmental concern which increases their attitude to the intention of purchasing organic food. Moreover, there has not the three-way interactive effect of level of education, environmental concern and attitude on purchase intention toward organic food. Conclusions: This enriches the existing literature with the moderation of environmental concern to the relationship between attitude and purchase intention toward organic food in Vietnam based on the Theory of Planned Behavior.

• 디자인융복합연구
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• 제16권2호
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• pp.63-81
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• 2017

콘텐츠 소비 환경의 변화는 기업들이 마케팅 플랫폼으로서 소셜미디어의 가능성을 인지하게끔 하였다. 이와 함께 마케팅 '콘텐츠'의 중요성이 두드러짐에 따라 기업에만 의미가 있는 광고가 아닌 소비자에게도 가치 있는 콘텐츠를 창출하는 '콘텐츠 마케팅(Content Marketing)'이 떠오르고 있다. 이를 위해 기업들은 유튜브에 브랜드 채널을 개설해 채널에서만 접할 수 있는 유의미한 콘텐츠를 제공할 뿐만 아니라 유튜브 크리에이터와 콘텐츠 협업을 진행하는 등 유튜브를 기반으로 다양한 콘텐츠 마케팅 활동을 진행하고 있다. 본 논문은 콘텐츠 마케팅을 실천하고 있는 대표적 기업들인 국내 로드숍 화장품 브랜드가 유튜브를 어떻게 활용하고 있는지 파악하고 콘텐츠 디자인의 방향성을 제안하는 데 목적이 있다. 이를 위해 에뛰드, 이니스프리, 미샤, 더페이스샵 4개의 브랜드별 유튜브 마케팅 콘텐츠 사례를 살펴보고 그 유형을 구분 및 분석하였다. 그 결과 유튜브 브랜드 채널에 안정된 구독자 수가 없으면 뷰티 크리에이터와 콘텐츠 협업을 진행하는 것이 효과적일 수 있다는 것을 알 수 있었다. 또한, 콘텐츠 목적을 분명히 하는 것과 콘텐츠 전달 방식의 차별화가 중요하다는 결론을 도출할 수 있었다.

• Asian Journal of Business Environment
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• 제12권2호
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• pp.29-41
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• 2022

Purpose: In the era of sustainable development, the role of consumers and businesses has become increasingly important by demonstrating the importance of social and environmental issues. Accordingly, firms widely adopt cause-related marketing to fulfil corporate social responsibility. The purpose of this study is to examine factors that affect consumer attitude toward cause-related marketing with perspectives of the sustainable development goals (SDGs) and instrumental conditioning. Research design, data and methodology: Proposed research questions include effects of cognition, emotion, sustainability, and business ethics on attitude, effects of attitude on purchase intention, and effects of intention on satisfaction. This study collected the data via an online survey and applied factor and regression analysis. Results: Findings indicated that factors affect attitudes differently in cases of cause-related marketing with SDGs and instrumental conditioning. The results of this study found that business ethics affects consumer attitude and differ based on types of cause-related marketing. This study found that attitude positively affects purchase intention that also affects expected satisfaction. Conclusions: By applying perspectives of SDGs, findings of this study provide implications to producers, marketers, and policymakers to promote and achieve sustainability. In particular, the results found that business ethics should be more addressed to fulfill customer attitude.

• Asia Marketing Journal
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• 제7권3호
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• pp.105-119
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• 2005

삼성화재는 국내에서 처음으로 저축성 보험 및 연금보험을 제외한 가계성 손해보험 상품을 하나로 통합한 '삼성Super보험'을 출시하였다. 이 보험은 변화하는 외부환경의 위협에 능동적으로 대처하기 위해 개발되었으며 이 상품이 성공적으로 출시된 것은 손해 보험업에 적합한 컨설팅시스템(MCS System)을 도입하고, 전문판매조직인 SRC(Samsung Risk Consultant)의 도입 등 종합적 마케팅 전략의 결과이다. 본 사례에서는 삼성화재가 국내에서 처음으로 통합보험을 출시하기까지의 과정과 마케팅전략을 소개하고, 주요 성공요인이 무엇인지 알아본 후, 시사점과 함께 향후 과제를 함께 제시하였다.