• 유통과학연구
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• 제11권4호
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• pp.61-72
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• 2013

Purpose - It is widely accepted that the process of developing marketing strategy is composed of three steps: market segmentation, target market selection and positioning. However, mass marketing strategy based on cost reduction through economies of scale and standardized products, can be also an effective strategic option. Many marketing scholars including Theodore Levitt emphasize the importance of applying the mass production concept to various industries including service industries. Especially, in times of economic downturn, the capability of providing consumers with low-priced, value products can be an important source of competitive advantage, as well as the ability of providing high-priced premium products. Marketers should decide whether they will implement mass marketing strategy or target marketing strategy. The present study theoretically shows that firms should understand the target customers' price elasticity as well as the firm's cost structure in order to make such a strategic decision. Research design, data, and methodology - Instead of implementing an empirical study, this study provides a theoretical(mathematical) investigation on the effect of consumers' price elasticity on a firm's optimal price level, profit, sales volume, revenue, and cost. The results are mostly deduced from derivative calculations and several graphs are utilized to represent the results on the relationships between the variables under study. Results - The analytical results suggest that it is more profitable for a firm to adopt the segment/target marketing strategy (more specifically the differentiation strategy) when the degree of consumers' heterogeneity is high and the proportion of the fixed cost in the total cost is low. On the other hand, if the degree of consumers' heterogeneity is low and the fixed cost is high, it is better to adopt the mass marketing strategy or the cost leadership strategy. The strategy of concentrating on a single target market will be effective when consumers' needs are highly heterogeneous but the fixed cost is high. Any of the three types of generic strategies proposed my Porter(1980, 1985) can be applied when both the consumers' heterogeneity and the fixed cost are low. This study also proposes the contribution-margin-based method for developing the optimal pricing strategy. Conclusions - One of the primary roles of marketers is to find a proper compromise between the two conflicting goals of maximizing customer satisfaction and minimizing cost. In order to do so, he or she should understand the characteristics of the target customers as well as the cost structure of the firm. In addition to the theoretical analyses, this study discusses several business cases and explains how superior companies find the optimal compromise position between these two goals and dominate the market. One of the radical changes recently taking place in business arena is the reduction of production and distribution costs of both physical goods and information due to the advancement and the wide diffusion of information technology. The cost reduction combined with lowered priced elasticity incurred by customized products and services, will enable many firms to adopt the mass customization strategy.

• 지식경영연구
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• 제23권4호
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• pp.177-205
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• 2022

중소기업은 상대적으로 작은 규모와 제한된 자원으로 인해 혁신의 효율성과 효과성을 높이기 위해 개방형 혁신에 참여한다. 기존 연구들은 중소기업이 수행하는 다양한 유형의 개방형 혁신활동의 성과효과를 연구하였으나, 특히 결합형 개방형 혁신활동의 성과효과에 대한 결과가 혼재한 상황이다. 이에 본 연구는 중소기업의 결합형 개방형 혁신협력활동을 'R&D 협력활동'과 'R&D 이외의 협력활동'으로 세분화하여, 각 활동이 기업의 혁신성과와 재무성과에 미치는 효과를 Heckman의 2단계 모형을 적용하여 검정하였다. 분석 데이터로는 과학기술정책연구원(STEPI) 주관의 국가승인통계인 '2020년 한국기업혁신조사: 제조업 부문' 자료를 활용하였다. 분석결과 중소기업의 R&D 협력활동은 시장최초 상품혁신 성과에만 유의미한 정(+)의 효과가 있고, R&D 이외의 협력활동은 상품혁신, 비즈니스프로세스혁신, 시장최초 상품혁신, 자사최초 상품혁신 모두에 유의미한 정(+)의 효과가 있는 것으로 나타났다. 하지만 두 유형의 혁신협력활동 모두 재무성과에는 유의미한 효과가 없는 것으로 나타났다. 또한 이러한 혁신협력활동의 성과효과는 중소기업 내에서도 기업규모에 따라 다른 것으로 나타났다. 본 연구는 중소기업 맥락의 개방형 혁신 연구에 이론적으로 기여하며, 중소기업 경영자의 혁신전략 수립 및 관련 정책입안자의 정책 방향 도출에 참고가능한 지침을 제공한다.

• 한국산학기술학회논문지
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• 제14권12호
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• pp.6204-6210
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• 2013

본 연구는 파트너선정에 적합한 결정기준의 제안과 파트너 선정요인이 제휴성과에 미치는 영향 관계를 국내기업 관점에서 신뢰도와 몰입도 그리고 제휴경험 등의 요인별 영향을 분석하였다. 분석결과 제휴체결 당시 과업관련 선정기준을 중심으로 파트너를 선정하는 성향과 파트너관련 선정기준을 적용하는 성향의 기업들에 있어 별다른 차이점 없이 신뢰형성과 제휴몰입도에 긍정적인 영향을 주고 있는 것으로 나타났으나 파트너 관련 선정기준을 적용하는 기업의 경우 제휴몰입도와의 상관관계가 없는 것으로 나타났다 (CR=1.065). 또한 기존의 제휴경험이 파트너 기업 간 신뢰도와 제휴몰입도를 높일 것이라는 예상과 다르게 경험 유무가 별다른 차이를 보여주지 않았고 오히려 과업관련 선정기준으로 파트너를 선정한 기업의 경우 제휴경험이 없을수록 신뢰도 형성에 긍정적인 것으로 나타났다 ($x_2{^2}-x_1{^2}=5.452$). 본 연구는 제휴를 도입하려는 국내기업이 제휴파트너를 선택하는 과정에서 국내기업의 환경에 적합한 선정 기준을 제안하고 기업의 이해 폭을 넓히며 파트너 선정기준의 결정요인들과 신뢰와 몰입 등 관계자원의 영향을 통합적으로 분석하고 성공적 제휴관계 형성과 성과를 위한 파트너 선정의 중요성을 강조함으로서 이론적 실무적 시사점을 제시하고 있다.

• 대한지리학회지
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• 제28권1호
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• pp.16-39
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• 1993

본 연구는 우리나라 都市內 小規模 工業의 立地決定要因을 규명하기 위한 行態的 硏究의 일환으로, 부산시의 소규모 工業經營者들이 都市內部에 공장임지를 결정함에 있어서 실제로 고려하눈 立地要因이 무엇이며, 또한 그 요인은 기업특성, 경영자특성, 입지장소의 용도지역상 성격에 따라 차이가 있는가를 밝히는 데 목적이 있다. 이를 위해 부산시내 소규모 공업경영자들을 대상으로 설문지에 의한 면접조사를 실시하였다. 그 결과, 소규모 공업의 입지결정에 영향을 미치는 요인이 기업의 특성은 물론 경영자 및 용도지역의 특성에 따라 많은 차이가 있음을 확인하였다. 이는 도시내부의 비공업지역에 소규모 공장이 입지함에 있어서 토지를 비롯한 경제적 요인과 더불어 비경제적 요인이 상당한 영향을 미치고 있음은 입지정책에 시사하는 바가 크다고 볼 수 있다.

• 유통과학연구
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• 제14권5호
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• pp.17-26
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• 2016

Purpose - The E-convergence economy is requested with the economic change of the diverse energy supplies, according to the exploits of Shale gas. By analyzing the electric energy supply and demand in accordance with the various cases, it has proved indirectly to create a convergence economy. Research design, data, and methodology - The research design would make realize its potential change with which government or companies have focused on the energy objection between Shale gas and Electric vehicles. Results - The paper suggests that Shale gas has expanded with the emphasis on the Electrical convergence economy or EVs. Due to these results, they also show why it should not be delayed in the development of shale gas and electric vehicles at the same time. Conclusions - All this is from the reason of opening the E-convergence economy over time. It is required that Korea should prepare E-convergence economy. Public regional energy should be present through the consistent selection of development for energy linking E-economy and E-trans distribution.

• 한국경영과학회지
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• 제26권1호
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• pp.109-116
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• 2001

The detection of corporate failures is a subject that has been particularly amenable to cross-sectional financial ratio analysis. In most of firms, however, the financial data are available over past years. Because of this, a model utilizing these longitudinal data could provide useful information on the prediction of bankruptcy. To correctly reflect the longitudinal and firm-specific data, the generalized linear model with assuming the first order AR(autoregressive) process is proposed. The method is motivated by the clinical research that several characteristics are measured repeatedly from individual over the time. The model is compared with several other predictive models to evaluate the performance. By using the financial data from manufacturing corporations in the Korea Stock Exchange (KSE) list, we will discuss some experiences learned from the procedure of sampling scheme, variable transformation, imputation, variable selection, and model evaluation. Finally, implications of the model with repeated measurement and future direction of research will be discussed.

• 한국시뮬레이션학회논문지
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• 제4권1호
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• pp.75-86
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• 1995

There has been a great deal of interest in the area of group technology recently. They suggest that group technology's formation of cells of machines which are dedicated to production of families of parts will bring many of the advantages of cellular layout of job shops. In this context, Yoon [2] designed and suggested 3 types of the layout structure for a small firm, by introducing the cellular layout into the traditional flow line of an existing factory. Also he found that P5C, i.e. process layout /5 cells layout, outperformed the rest types. However, he performed the experiments in the standpoint of the existing factory operation and did not consider other operating methods including changing the dispatching and sequencing rules. Therefore, in this paper, we compared the performance of 3 different layout by the simulation technique using the real data from the existing factory, considering a newly suggested dispatching and machine selection rule.

• Journal of Information Technology Applications and Management
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• 제9권3호
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• pp.129-139
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• 2002

There exist a number of information systems planning (ISP) methodologies. Historically these methodologies have been evolving to reflect new technologies and business requirements. In fact, it is an uneasy task to select a methodology that fits a business need. Though there have been a number of studies proposing new ISP approaches, we are unable to find much research doing a comparative analysis on existing ISP methodologies. Our study, therefore, is to present a classification scheme for ISP approaches and to provide a guideline framework for selecting an approach most suitable to a particular firm's need. Our classification utilizes types of components covered in ISP deliverables and the peculiarity of these components. Such classification scheme and selection framework would help derive an IT-driven new enterprise model more effectively.

• 농촌계획
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• 제19권1호
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• pp.221-231
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• 2013

The purpose of this study is to investigate the business performance determinants of private consulting firms supporting bottom-up local development projects in rural areas. Under the shortage of well-trained rural development professionals, Private consulting firms support rural development projects driven by the residents. Considering the important role for consulting firms to play in the success in rural development projects, it becomes necessary to review the circumstances of consulting market on rural development projects. This study targeted 80 companies that are listed in the book rural development consulting firms. Analysis showed that factors influencing the business performance are not professional competencies but other external factors. The implications based on the above results need to be considered for policy-making to ensure that consulting company selection must be guaranteed of the consulting firms'capability by detailed fields of consulting firms' capability, and the training system for rural development experts must be formed.

• 한국경영과학회지
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• 제25권2호
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• pp.11-22
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• 2000

The unit of competition is not a single firm any more but group of firms. They make a supply chain and compete with other chains. In this study we investigate success factors of supply chains from the supplying firms perspective. We consider various success factors such as commitmet trust communication confilct re-solving techniques vendor selection process and incentive systems. A set of hypotheses is tested based on the data collected from the electronics and automobile part manufacturers. Samples are divided by the length of the relationship between the vendor and assembler. joint problem solving under the long-term relationship plays an important role for the success of the supply chain. The findings offer insight into how to better manage the sup-ply chains.