• Asia Marketing Journal
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• 제20권2호
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• pp.85-98
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• 2018

Korea Ginseng Corporation is a global ginseng company, owning one of the most leading brands in Korea, CheongKwanJang. Although Korea Ginseng Corporation was an undoubted market leader in the red ginseng market, it faced a new challenge in 2012 due to the changes in market environment. In order to keep its market leadership in a saturated and competitive market, the company decided to extend its product lines alongside the launches of new brands. In this article, the authors demonstrate the development process of the company's brand portfolio strategy to reveal how the company turned CheongKwanJang into a mega-brand. Also, this paper explores the impact of CheongKwanJang's reputation on new brands, thereby illustrating how the company successfully managed to introduce new products outside of the red ginseng category, ranging from organic food to a pet food market.

• 마케팅과학연구
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• 제16권3호
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• pp.17-37
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• 2006

The present study examines the relative roles of external recommendations and internally felt satisfaction in influencing patient loyalty to a doctor. It establishes that recommendations do result in preliminary loyalty formation in the patient to the doctor, but only until the formation of own experiences; the significance of external sources of recommendation in the determination of patient loyalty becomes insignificant thenceforth. Implications for the doctors are that they should strive at fostering bonds of emotional attachment in their present patients so that they become strongly loyal and spread positive word-of-mouth which could result in the doctor getting new patients as well. Probable extensions of this research are also discussed later in the paper.

• Asia Marketing Journal
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• 제16권3호
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• pp.35-56
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• 2014

With rapid change and intensive competition in the global economy, the capability to capture, absorb, develop, and transfer new knowledge is a key organizational success factor. Through effective learning, companies are more likely to develop the innovation, quality, and responsiveness essential to meet the growing expectations of customers and the disruptive threats of competitors and new technologies. In the paper the role of technological innovation and its relationship to organizational learning in managing technology-based new products are examined. Several factors which can influence the rate and effectiveness of organizational learning are identified. Barriers to learning also are discussed. Finally, several managerial implications and propositions for future research on learning and technological innovation are advanced.

• Asia Marketing Journal
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• 제9권3호
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• pp.187-208
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• 2007

본 사례는 국내 최대 화장품 기업인 아모레 퍼시픽의 프리미엄 한방화장품인 설화수 브랜드의 탄생과 발전과정을 소재로 하고 있으며, 설화수의 브랜드 정체성 확립 전략과 글로벌 전략에 대해 다루고 있다. 설화수는 아모레 퍼시픽의 오랜 생약 화장품 연구의 결과로 탄생한 제품으로 현재 한방 화장품시장의 60%를 차지하고 있는 시장지배자일뿐 아니라 아모레 퍼시픽이 강력한 외국 기업들을 제치고 1위의 프리미엄 화장품 공급자로 등극하게 한 일등 공신이다. 설화수 브랜드는 시의 적절한 제품 컨셉과 탁월한 브랜드 정체성 확립으로 오늘과 같은 위치에 이를 수 있었으며, 문화 마케팅이라는 설화수의 브랜드 정체성과 잘 조화된 전략을 통해 후발 경쟁자들과의 간격을 더욱 크게 벌려 놓았다. 국내의 경쟁과 성공에 안주하지 않고, 글로벌 전략을 선택한 아모레 퍼시픽은 아시아 권을 중심으로 세계시장에서 괄목할 만한 성장을 이루었으며, 더 나아가 설화수는 아모레 퍼시픽의 프리미엄 브랜드로의 포부를 담고 2004년 홍콩에 진출한다. 잘 준비된 브랜드 구축 계획과 4P 전략으로 초기 안정된 시장안착을 달성하고 빠르게 성장하고 있는 설화수이지만, 국내와는 다른 낮은 경쟁기반과 국내에서 성공한 전략의 실행여부 등 새로운 도약을 위한 고민이 계속되고 있다.

• 한국유통학회지:유통연구
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• 제17권1호
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• pp.65-86
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• 2012

우리나라에 유통업체상표(Private Label)가 도입된 지 10년이 넘었음에도 불구하고 유통업체 상표에 대한 대부분의 연구는 소비자 관점에서 진행되어져 왔다. 본 연구는 유통업체상표를 소비자 관점이 아닌 제조업체의 관점에서 바라본 연구로, 제조업체의 유통업체상표 생산에 영향을 미치는 내외부적 요인들에 대해서 자원기반이론과 S-C-P Paradigm의 통합적인 연구모형인 전략적 시장관리 관점을 제시하였다. 연구결과를 보면, 제조업체의 마케팅 역량이 높을수록 전체 매출에서 유통업체상표가 차지하는 매출이 적은 것으로 나타났으며, 마케팅 역량에는 제조업체 브랜드명성, 마케팅 투자, 제품포트폴리오 등이 영향을 미치는 것으로 나타났다. 또한 제조업체의 마케팅 역량과 유통업체 상표 생산 간의 관계에는 제조업체의 경쟁강도가 조절효과를 미치는 것으로 나타났는데, 이는 일반적으로 마케팅 역량이 높은(낮은) 기업일수록 전체 매출에서 유통업체상표가 차지하는 비율이 낮지만(높지만), 이러한 기업들 중 경쟁강도를 낮게 지각하는 제조업체의 전체매출 중 유통업체상표가 차지하는 매출은 경쟁강도를 높게 지각하는 제조업체들에 비해 상대적으로 높게 나타났다. 이러한 연구결과를 바탕으로, 본 연구는 유통업체상표 생산에 대한 이론 및 실무적인 시사점을 제시하고 있다.

• 문화기술의 융합
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• 제2권2호
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• pp.45-49
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• 2016

해외 의료서비스 시장의 메가 트렌드는 글로벌 융합, 인접 분야와의 융합, ICT기술의 적극적 도입, 공공과 민간의 파트너십(Public Private Partnership)을 통한 혁신 4가지로 요약될 수 있다. 의료서비스는 더 이상 local industry가 아니며, Global Convergence 되어가고 있다. 선진국의 경우 소득 수준의 증가, 새로운 의학기술의 발전, 전문화된 의료서비스의 증가, 인구 고령화 등 의료 수요가 증가하면서 외국 의료진의 이주 증가하고 있으며, 지리적 근접성이나 비용에 상관없이 최고 의료기술에 대한 선택 증가하고 있다. 고품질이면서 상대적으로 가격이 낮은 외국 의료서비스에 대한 수요 증가하며 특히 미국 JCI등 국제적 병원인증 기준의 확산되고 있다. 병원 수출은 관련 기술을 더욱 더 효율적으로 융합해서 수출 할 수 있는 'ICT 융합병원' 수출 산업화의 길을 열었다고 평가되고 있다. 현재 국내의 병원은 이미 포화상태에 이르렀고, 국내병원들의 세계화가 필요한 시점임. 따라서 국가별로 전략을 달리하고, 기술 이전뿐만 아니라 건물마련, 의료장비 구매, 현지 의료인력(의사 및 간호사) 선발 및 교육훈련, 홍보마케팅 등 토탈 수출도 가능하다. 이에 공공성 유지와 해외 진출을 위해 현행 의료법이 전향적으로 개정될 필요가 있으며, 해외 의료서비스의 국내법 적용에 보다 신축성 있는 법적용과 더 나아가 적극적 정책지원이 필요하다.

• Asia Marketing Journal
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• 제15권1호
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• pp.57-81
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• 2013

The purpose of this paper is to seek ways to improve the competitiveness of Korea's fashion industry by utilizing the source of competitiveness of Japan's fashion industry, which represents the world's leading countries in terms of fashion, so that Korea can better enter the global fashion market. The study shall first compare the competitiveness of the Japanese and Korean fashion industries by utilizing the generalized double diamond model; second, provide an understanding of what the Japanese fashion industry can offer to Korean fashion industry and companies - that is, understand what the Japanese fashion industry's competitive edge is; and third, study the kind of global competitiveness that Korea's fashion industry must achieve. To adopt a generalized double diamond model to compare the competitiveness of the Korean and Japanese fashion industries, we selected 31 sub-variables to act as determinants of the model. That is, we extracted 31sub-variables by doing research of literature to analyze national competitiveness of the fashion industries. To measure these 31 sub-variables, secondary data was gathered. We collected data related to each sub-variable from various sources of Korea and Japan. And to calculate the competitiveness index, we took three steps with reference to previous studies. We found that status of the fashion industry of the two countries as it stands. That is, Japan is an advanced country of which fashion industry is domestic market-oriented while Korea is a small open economy that mainly focuses on the foreign market. Out of 31 proxy variables, Korea's fashion industry shows higher measurements relating to production and export than Japan, but Japan's fashion industry reports higher measurements than Korea in the fields of R&D, design and brand power, the rate of value added, the efficiency of companies and globalization. In order for Korea's fashion industry to achieve competitiveness in the global market, it should pursue the following development direction. First, it is very difficult for Korea to follow the footsteps of the U.S. and Japanese fashion industries that are able to take advantage of economies of scale, because Korea is smaller than those countries. Therefore, in the case of small economies such as Singapore, strengthening of international activities will practically improve domestic determinants that Korea should improve its domestic diamond by enhancing the current competitiveness of its international diamond. In other words, Korea needs to further endeavor to develop and expand global resources and markets as well as improve its competitiveness in terms of R&D, design and brand power, the rate of value-added, and the efficiency of companies. As the Korean fashion industry shows relatively advanced level of information technology and the fashion education system, it has considerable potential to grow. Korea is expected to have a huge growth potential since it has relatively higher level of information technology, fashion education system and activities than those of Japan in both the domestic diamond and international diamond. In particular, a better environment is laid out before Korea to gain competitiveness in the fashion industry due to the recently growing influence of the Korean Wave that Korea is expected to grow as a leader in the Asian market as well as in the global market.

• 한국프랜차이즈경영연구
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• 제13권2호
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• pp.1-15
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• 2022

Purpose: The globalization of the Korean restaurant franchise industry differs from the business performance of enhancing the brand image and customers' intention to revisit depending on the degree of localization marketing. Therefore, it is necessary to consider the extent to which the localization marketing activities of overseas Korean restaurant franchise companies affect the customer's perception. This study aims to investigate the effects of localization marketing (Localized Menu, Localized Price, Localized Service Experience, Localized Promotion, Localized Physical Environment) of Korean restaurant franchise companies on customer revisit intention. Research design, data, and methodology: For this study, 150 questionnaires using local Korean restaurants in Beijing, China, were analyzed using SPSS Ver.21 and AMOS Ver.22. Result: It was confirmed that the localized menu, localized service experience, and localized physical environment all affect the intention to revisit customers. Based on these verification results, if overseas franchises fully recognize localization marketing, which is an important factor for local business success, and establish localization strategies, they can gain an edge in competition with local Korean restaurants or restaurant franchises founded by locals. There may be a higher probability that However, it was found that localization price and localization promotion had no mediating effect of brand image between revisit intention and revisit intention. It was found that it had no effect on the degree of inquiry and had a negative effect. Conclusions: Due to the impact of the COVID-19 pandemic, there have been many changes in the domestic and overseas food service industry over the past two years. Therefore, in future research, it is necessary to study the localization of overseas Korean restaurant franchise companies that are more multidimensionally subdivided. Various measures of customized localization marketing for optimal regional characteristics should be developed and applied to enhance customer revisiting and brand image of Korean restaurant franchise companies entering overseas. In the future, this study will be meaningful data for the establishment of localization marketing (Localized Menu, Localized Price, Localized Service Experience, Localized Promotion, Localized Physical Environment) strategies for Korean restaurant franchise companies that consider overseas expansion or have already entered.

• Asia Marketing Journal
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• 제15권3호
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• pp.79-95
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• 2013

New product innovation is a process of embodying new knowledge in a product and technology licensing is getting popular as a means to innovations and introduction of new product to the market in today's competitive global market environment. Incumbents often rely on technology licensing to access new product opportunities created by other firms. Prior research has examined various aspects of technology licensing agreements such as specific contract terms of licensing agreements, e.g., distribution of control rights, exclusivity of licensing agreements, cross-licensing, and the scope of licensing agreements. This study aims to provide answers to an important, but under-researched question: why do some incumbents initiate more licensing agreement for exploratory learning while others do it for exploitative learning along the innovation process? We attempt to extend our knowledge of licensing agreements from an organizational learning perspective. Technology licensing as a specific form of interfirm linkages can be initiated with different learning objectives along the process of new product innovation. The exploratory stages of the innovation process such as discovery or research stages involve extensive searches to create new knowledge or capabilities, whereas the exploitative stages of the innovation process such as application or test stages near the commercialization are more focused on developing specific applications or improving their efficiency or reliability. Thus, different stages of the innovation process generate different types of learning and the resulting technological resources. We examine when incumbents as licensees initiate more licensing agreements for exploratory learning objectives and when more for exploitative learning objectives, focusing on two factors that may influence a firm's formation of exploratory and exploitative licensing agreements: 1) its past radical and incremental innovation experience and 2) its internal investments in R&D and marketing. We develop and test our hypotheses regarding the relationship between a firm's radical and incremental new product experience, R&D investment intensity and marketing investment intensity, and the likelihood of engaging in exploratory and exploitive licensing agreements. Using data collected from various secondary sources (Recap database, Compustat database, and FDA website), we analyzed technology licensing agreements initiated in the biotechnology and pharmaceutical industries from 1988 to 2011. The results of this study show that incumbents initiate exploratory rather than exploitative licensing agreements when they have more radical innovation experience and when they invest in R&D activities more intensively; in contrast, they initiate exploitative rather than exploratory licensing agreements when they have more incremental innovation experience and when they invest in marketing activities more intensively. The findings of this study contribute to the licensing and interfirm cooperation studies. First, this study lays a foundation to understand the organizational learning aspect of technology licensing agreements. Second, this study sheds lights on how a firm's internal investments in R&D and marketing are linked to its tendency to initiate licensing agreements along the innovation process. Finally, the findings of this study provide important insight to managers regarding which technologies to gain via licensing agreements. This study suggests that firms need to consider their internal investments in R&D and marketing as well as their past innovation experiences when they initiate licensing agreements along the process of new product innovation.

• 마케팅과학연구
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• 제19권2호
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• pp.27-39
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• 2009

Compulsive consumption is regarded as a global phenomenon that can adversely affect consumer well-being. Although the topic has been studied in different cultural settings, we have seen relatively little theory development and explanations of compulsive behavior Nearly all previous empirical studies attempt to explain this behavior by correlating measures of compulsive behavior with independent variables taken within the same time frame. However, recent developments in social sciences suggest that such a phenomenon may best understood in the context of the person's earlier-in-life experiences. Using the life course paradigm as an overarching framework, the present research extends previous work on this topic. Following hypotheses were drawn from literature review: H1: The earlier in childhood and adolescence a person experiences family dislocation, the greater his or her likelihood of exhibiting compulsive behaviors in adulthood. H2: The earlier in life the young person experienced family dislocation, the greater the number of family disruption events the young person experienced prior entering adulthood years. H3: Family dislocation leads to (a) increased frequency of socio.oriented family communications and (b) decreased frequency of concept-oriented family communication. H4: Young adults who were raised in families characterized by a strong socio-oriented communication structure are more likely to exhibit compulsive consumption tendencies than those who were raised in families characterized by a weak socio-oriented family communication structure. H5: Young adults who were raised in families characterized by a strong concept-oriented communication structure are less likely to exhibit compulsive consumption tendencies than those who were raised in families characterized by a week concept-oriented family communication structure. H6: The relationship between family disruption events experienced during adolescence and perceived stressfulness of these events is moderated by (a) global family support, (b) emotional family support, and (c) material family support. Those reporting higher levels of family support as teenagers are less likely to report experiencing stress due to family disruption events. H7: Perceived stressfulness of family disruption events experienced during adolescent years are associated with compulsive consumption tendencies in early adulthood. H8: The greater the number of family disruption events young adults experienced during their adolescent years the more frequent was their communication about consumption with their peers. H9: The more frequent was the young persons' communication with their peers about consumption during their adolescent years, the more likely they are to report compulsive buying tendencies as young adults. We use a sample of 120 Thai undergraduate students attending classes taught in English as part of a four-year international program. Product-moment correlations, hierarchical regression analysis and partial correlation were used to analyze data. Results of testing hypotheses showed that hypothesis 2, 4, 7 and 9 were supported and hypothesis 1, 3, 5, 6 and 8 were not supported. Our study did not find a significant relationship between the age when a person experienced family dislocation and their compulsive behavior tendencies expressed as young adults. We did not find a significant relationship between family dislocation and family communication structures. But we found a significant positive relationship between socio-oriented communication structure and compulsive buying and a significant relationship between our peer communication and compulsive buying measures. Also we found perceived stressfulness due to the disruptive events to have a significant positive relationship between the perceived stressfulness and compulsive buying. Implications from these findings, limitations of this research and future research suggestions were discussed.