• Journal of Distribution Science
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• v.16 no.12
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• pp.33-45
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• 2018

Purpose - This study analyzes how Hanssem, which ranks first in domestic market in the furniture industry, responds to the expansion of IKEA, a large overseas furniture maker, and investigates the recent strategic changes of Hanssem and IKEA. Research design, data, and methodology - As a research method, a general method of case studies, literature research, is carried out through academic research results, reports, articles, and statistics. In addition, methods such as field observation and interview with stakeholder were performed to collect in-depth understanding and information about the companies. Results - Along with its core competences, Hanssem has pursued strategic changes to compensate for its weaknesses. IKEA has also used a variety of strategies changes to match the situation in Korea. Conclusion - Both companies have properly balanced localization elements and standardization strategies that value the needs of local consumers. In particular, Hanssem has implemented various strategies based on its core competence in response to IKEA's strategy. In addition, Hanssem and IKEA are actively managing and have good performance not only in Korea but also in foreign markets.

• Asia Marketing Journal
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• v.22 no.2
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• pp.87-98
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• 2020

HANSSEM is a furniture company that leads the market of residential space in Korea. The goal of this case study is to focus on how HANSSEM copes with IKEA, the world's largest furniture retailer after entering the Korean market in December 2014. IKEA's entry into Korea is possible to destroy the existing orders in the retail industry and reduce the profit of incumbent local players by realigning industry relationships. However, HANSSEM achieved rapid growth with the largest market share in the furniture market through its internal capabilities. The authors propose the main success factors in three ways: (1) residents-database including apartment floorplans in Korea, (2) high-quality human services provided by construction and A/S (After-sales Service), (3) channel diversification that provides comprehensive consultations (e.g., flagship stores, home shopping channels, stores in marts, and interior dealers). Especially, there have been various consumer needs in Korean market, such as creating their own stylish space economically. HANSSEM meets customer's needs by reinforcing the space-package (complete-interior is provided to customer in a package rather than combining individual piece of furniture) and opening showrooms, which makes customers freely experience the products and receive detailed consultations on interior designs by alleviating customers' difficulties in decorating their homes. Based on HANSSEM's outstanding activities and new investments, we look forward to seeing that HANSSEM will achieve its ultimate goal of maintaining the position of number one furniture company by attaining customer satisfaction through higher quality in Korea.

• Journal of the Korea Furniture Society
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• v.27 no.4
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• pp.352-361
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• 2016

In terms of space application and storage space arrangement, the demand and utilization for practical closet have been increasing. The changing concept of living spaces depending on family composition and consumer taste is very important in terms of organizing, using, and assigning spaces for storage with the use of a closet. In this study, the closet was analyzed and inspected focusing on products manufactured by Hanssem, Hyundai Livart, and ENEX. These are popular furniture makers in Korea that develop closets for the furniture industry.

• Journal of the Korea Furniture Society
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• v.25 no.4
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• pp.277-287
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• 2014

Current Korea furniture market is holding and leading with Hanssem, Livart, and other 10 main furnitures companies. The Hanssem furniture company is the first sales in Korea. And whole sales revenue was over 1 trillion KRW. Recently in Korea furniture market is changing rapidly by announcement of IKEA of expansion to Korea. IKEA is the number one furniture company in north european countries. Also, this company spreads at world widely, 44 countries and 358 shops, with their own marketing plans between lowest prices and developing north european furniture styles. Korean furniture companies are get in dangerous condition, and especially serious problems near Korean furniture company using same market place with IKEA. This research is expecting IKEA's brand power will hitting Korea furniture industries. Therefore, Korea furniture companies and industries need analysis of IKEA furniture, marketing strategy of IKEA, production strategy and other plans must be prepare for expansion of IKEA in Korea.

• Journal of Distribution Science
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• v.13 no.3
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• pp.21-29
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• 2015

Purpose - This paper addresses the role of designers in design-oriented firms and how they should work together with other organization members. The aim of this paper is to investigate how designers generate ideas and cooperate with others as well as how their participation in decision-making reflects on corporate design strategies. Research design, data, and methodology - An in-depth exploratory study examined how designers actually perform their roles in enterprises; in addition, information, knowledge, communication among designers, and sources of creativity were examined. Hanssem and Ikea grew as design-intensive businesses in a declining industry. Data were obtained from interviews with the design staff of each company as well as secondary sources. Results - Designers were found to use their designs to communicate with customers as well as with communities outside of the enterprise; they also participated in overall decision-making in relation to important design strategies. Conclusions - This study emphasized the increasing importance of the innovative and creative role of designers; thus, it might substantially help companies to develop their own design capabilities and deploy design strategies.

• Journal of Digital Convergence
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• v.14 no.8
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• pp.393-398
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• 2016

The purpose of this study is to conduct research from qualitative aspects regarding the development of substantive design research for furniture brand and detailed development direction as single household has increased rapidly. In case of research method, the usability evaluation questionnaire was produced based on Honey Comb Model of Peter Morville. As a result, the single-person household including other household show preference for furniture for the one-man households and tend to purchase and use them. Nonetheless, it was found that places for sharing opinion and reselling the furniture are greatly lacking. Therefore, it is required to vitalize community market for the one-man household. And it is expected that this result of research provides useful implication concerning the single household as well as academic significance to offer primary information of furniture brand development-related research.

• Journal of the Korea Furniture Society
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• v.29 no.1
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• pp.8-17
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• 2018

Economic crisis in 2008 has changed South Korean market including furniture related field. Owing to Subprime Mortgage Crisis, new economic order, in other words, New Normal was established. Low growth rate, low interest, high unemployment rate, high risks, regulation strengthening, and all that sort of negative things have became generalized. South Korean economy has developed drastically since the Korean War, however recent economic crisis and Internet and smart phone have leading roles in shaping new consumption market. In a way, furniture market has expanded despite economic recession. Total service for housing is suited to South Korean consumers and shortened Product Life Cycle induces consumers to buy more furniture. In addition, Internet and smart phone allow people to show off their private spaces to unspecified masses. As a result, consumer prefers inexpensive and expendable furniture. It is certain that furniture market makes quantitative growth, but qualitative sides are questionable. Even though the study is focused on the existent circumstances, It will help to find out the proper ways of future furniture market in South Korea.

• Journal of the Korea Furniture Society
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• v.19 no.1
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• pp.1-10
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• 2008

The shift to more practical and simpler lifestyle in the modern society is well reflected in people's preference when it comes to living room space and sofa designs. These elements are intentionally crafted to satisfy the customers' personal needs and wants, sense of comfort, aesthetic preference, and function. This study includes an analysis on the development and conceptualization of sofa designs, exterior materials, and colors of the furniture released by Hanssem, Livart, Borneo, Emons, and Jangin Furniture during the first half of 2007. Modern and practical sofas should be essentially designed according to the customers' demand and current trend. Such design principle is necessary to achieve and maintain competitiveness in the globalizing society.

• Journal of Korean Society for Quality Management
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• v.37 no.2
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• pp.58-67
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• 2009

Customer Satisfaction Management(CSM) is becoming more common and the importance of measuring the CS Index(CSI) is getting higher and higher. Furthermore, the existing CSI have many problems in view of the link between enterprise result and those indecision, which could not explain the links clearly. Therefore, NPS(Net Promoter Score) index have been developed by Fred Reichheld and the NPS shows up rapidly and attract attention. In this paper, we provide conceptual frameworks on the links among the latent variables(total CSI, elementary CS and the referral) and propose more effective and practical index between CSI and the "would recommend" index through testing the Structural Equation Model(SEM) on "CSI${\leftrightarrow}$would recommend${\leftrightarrow}$referral".

• Journal of the Korea Furniture Society
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• v.27 no.1
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• pp.35-42
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• 2016

With radical increase in one-person households, the consumption market in Korea has also rapidly changed. In line with this movement, customized furniture for sing lecustomershas been recently introduced. Since sleeping more than eight hours a day is needed to maintain a healthy lifestyle, a suitable bed for a comfortable sleep is an essential product for single consumers. In order to respond to this trend, a study was conducted to examine the surface materials of a bed designed for singles. A complete enumeration survey was implemented for beds manufactured by ACEBED Co., Ltd., Simmons-k, Co, Ltd,. Keumsung Bed, Hanssem Co,. Ltd., Hyundai Livart Co,. Ltd,. Emons Furniture Co,. Ltd,. and Borneo International Furniture Co., Ltd. This study helped in the proper selection of surface materials that may be used in the development of furniture for single consumers.