• International Area Studies Review
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• v.14 no.2
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• pp.229-248
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• 2010

This study is intended to empirically investigate determinants of the degree of standardization vs. adaptation in global marketing programs for Korea firms. Our study has two main focuses. First, our study takes a global perspective instead of a binational, i. e., home vs. foreign perspective. Second, we accommodated two conflicting veiws - contingency and resource-based views in explaining determinants of global marketing strategy. As such determinants, we considered global market dynamism and complexity from a contingency view and global marketing assets from a resource-based view. Surveys were conducted with 128 Korean firms engaged in global marketing. Our study found that Korean firms with global assets tend to engage in highly standardized global marketing programs. On the other hand, global market dynamism and complexity did not show statistically significant relationships with the degree of standardization vs. adaptation. The findings suggest that a resource-based view may be more powerful than a contingency view in explaining global marketing strategies of Korean firms.

• Asia Marketing Journal
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• v.17 no.4
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• pp.63-88
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• 2016

K-Pop is hugely promoted offline/online in East Asia, while efforts to promote it elsewhere are kept to a minimum. Whilst addressing the role of digital marketing in the promotion of K-Pop in the Brazilian music industry this study aims to demonstrate that K-pop will provide its audience with a unique and engaging experience if it thinks globally and acts locally in its marketing and communication strategies. A survey of K-Pop's world fan base was carried out online with 1,074 fans to determine the validity of the hypothesis. The results have demonstrated the need to adapt global and intercultural strategies to local markets with increasing brand awareness through utilizing digital marketing. For example, to increase K-Pop's popularity and market share in Brazil, it is not required to sing in Brazilian Portuguese, contrary to what might be perceived but fully singing in English would help breaking into the market dominated by domestic music as songs would have a higher probability to be included in the international soundtrack of a Brazilian telenovela and promote the K-Pop artist not only across Brazil but also give the artist exposure in all the markets the Brazilian telenovela is exported to, opening an entry door to those markets. K-Pop audience segmentation and psychographic profiling is crucial to the understanding of each market's consumer's preferences, likes, dislikes and their buying habits as it was proven through Brazil's digital media, social media, digital music market and K-Pop market analysis within the global context of the study. It should be also considered that brand extensions are not standard everywhere and that there are cultures where different product categories are not directly associated with its main corporate owner which requires extensive local market knowledge to succeed. The primary and secondary data research that we conducted for this study intended to demonstrate that K-Pop can be successful in Brazil and in Latin America and increase their local and regional market share if digital marketing and communication strategies are tailored to each individual market.

• International Commerce and Information Review
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• v.12 no.2
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• pp.439-466
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• 2010

Recently, the world government procurement market has been greatly opened thanks to the WTO Government Procurement Agreement and FTA etc..In spite of that, many companies trying to export their products into overseas procurement market have been still facing many kinds of invisible barriers and practices for restricting the market access. With the survey results, this study aims to suggest strategic and political implications for the exporting companies in the procurement area for preparing the marketing strategy and introducing the export assistance regime and developing the negotiation position in the concerned FTA. This study has showed some kinds of important implications for the export promotion in the area. Firstly, the companies have to try to increase their products competitiveness, to strength efforts for bids information gathering, to use special program for the foreign companies in some countries. Secondly, the Korean Government also has to try to establish a realistic system for gathering many information about the foreign government procurement market, to assist the companies's export marketing, to introduce the global standards for adapting international technical specifications, and to conclude the FTA agreement with the concerned developing countries in the procurement area etc..

• The Journal of Industrial Distribution & Business
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• v.8 no.7
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• pp.31-38
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• 2017

Purpose - This study aims to elucidate the status of women as consumers and observe their consumption trends in relation to culture. Research design, data, and methodology - Past studies of women as consumers were observed and their consumer behaviors were noted. The stigma of women in society and how it has impacted the market industries were examined. Additionally, the role of culture in consumerism for women were also reviewed and elucidated. Results - The stereotypical roles that are placed in women in society are still prevalent for the marketing industry and is reflected in their businesses. Additionally, the role of culture plays a significant role in the consumer behaviors of women and thus businesses should understand its intricate differences between countries. Fashion industry is one that plays a prominent role in women's consumerism and the impact of culture has a prominent impact on women's consumer habits as well. Conclusions - Additional studies should be conducted to understand the consumerisms of women in the marketing industry. Businesses should also be aware of the vastly different cultural norms of various countries and tailor to their preferences. Only through a thorough examination and understanding of the consumer behavior in women will markets be able to flourish and gain solid ground in global businesses.

• Journal of Arbitration Studies
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• v.29 no.4
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• pp.101-120
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• 2019

This study examines the development strategies of the arbitration industry in Singapore and Hong Kong, and its purpose is to provide implications for the development of the arbitration industry in South Korea. The main strategies implemented by Singapore and Hong Kong to develop the arbitration industry are as follows: first, improvement of the arbitration law system; second, active support of the government for promoting the arbitration industry; third, build up of an effective arbitration expert training system; and fourth, an arbitration-friendly attitude of the court. In order for South Korea to become an international arbitration hub in Northeast Asia, it is necessary to refer to the above-mentioned strategies. In addition, South Korea needs to develop marketing strategies that can differentiate itself from Singapore and Hong Kong, such as the development of an arbitration system in connection with the 4th Industrial Revolution, differentiation of the disputes sector, use of geographical advantages and a penetration pricing strategy, and support of the Korean Commercial Arbitration Board. In terms of marketing strategy, there are few studies on the development strategy of the arbitration industry in South Korea. In this respect, this study has academic value and differentiation.

• Journal of Distribution Science
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• v.11 no.4
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• pp.5-11
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• 2013

Purpose - The aim of this work is to study the reorientation that the export industrial sectors in Costa Rica have experienced during the last 20 years. Research design, data, methodology - The study employs the Cluster Analysis with the export data (20 years of cut-off period) from Costa Rica to the U.S-market. To make the predictions, the technique of the time series was used, with official data (from 2001 to 2010) from the U.S. Department of Commerce and the U.S. International Trade Commission. Results - The Cluster Analysis, show how the economic sectors of traditional products exports of Costa Rica have progressively become in exporters of non-traditional products, meanwhile,the time series confirms that this trend will continue, at least during the next five years. Conclusions - The industry of traditional products exports of Costa Rica (dressmaking, vegetables, coffee, mate, species, etc.) will progressively become in exporters of non- traditional products with a high-tech component (i.e., mechanical equipment and devices, electronic devices and medical equipment),as a consequence of the Chinese (Costa Rica's main competitor) economy's presence in the Organization for Economic Co-operation and Development (OCDE). This fact has enabled the potential improvement of Costa Rica's international competitiveness in the U.S. market.

• The Journal of Economics, Marketing and Management
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• v.11 no.5
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• pp.15-27
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• 2023

Purpose: Taking Tesla Motors as a case study object, this research aims to summarize the management strategy of Tesla Motors through an evaluation of its business models in Korea and China then helps other new energy automobile enterprises in formulating strategic directions in a targeted manner. Research design, data and methodology: Using the case study method, this study conducts in-depth research on the business model of Tesla, a representative enterprise of the new energy automobile industry. This study mainly uses secondary data obtained from the official websites to support our research. Results: With its top-level innovative technology, distinctive marketing model, and extensive strategic model, Tesla holds the largest share of the new energy vehicle market. Local market brands such as BYD and Hyundai-Kia still have a considerable competitive advantage, and there is a need to learn from each other for further development. Conclusions: To adapt to the needs of economic transformation and environmental development, implementing business strategies related to new energy automobile enterprises is a topic worthy of study. Enterprises such as BYD and Hyundai-Kia have unique advantages in their home markets. However, as sustainable development progresses, these advantages will gradually weaken, and further measures are necessary to maintain their competitive advantage.

• Journal of Distribution Science
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• v.13 no.10
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• pp.109-114
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• 2015

Purpose - The movie market has the characteristics of being a perfectly competitive market as well as a pure monopolistic market at the same time. This is because there are competitors in the industry but prices, although not fixed, have not changed a lot. Price competition may not have spread, but the competition is focused on artistic value, and the degree of box office success is most important. The artistic value is determined in the course of the production process. However, the degree of box office success is dependent upon the marketing manager. The marketing strategy represents the difference in the standard or quality of the movie. Inherently, the marketing manager adopts the entertainment strategy based on the quality of the foundation of the completed movie. At this time, the marketing manager knows the pertinent information (high quality/low quality) regarding the movie. This research study tries to reveal what should be the reasonable movie marketing expense, dependent on the quality of the movie. Research design, data, and methodology - Using a game scenario with different market players, the goal of the research analysis is to find out the following. First, the marketing expense is determined to maximize the profits after film production. Second, after the production costs are already committed, the manufacturer gets to choose the marketing level. At this time, there will be a profit maximization point, considering the competition. The premise of the research is as follows: if it is a good movie of quality, positive word of mouth increasing the audience continuously slows down the speed of the demand curve. If the movie quality is bad, the negative word of mouth decreasing the audience gradually hastens the speed of the demand curve. On the marketing side, when the manufacturer invests heavily in the marketing expense of the movie, consumer expectations increase to drive up the audience numbers. On the other hand, it is difficult to improve the profits excessively. When the manufacturer invests in marketing a little bit, the marketing expense is only relatively committed, therefore a lot of demand cannot be gained. Results - If a fixed market share is in a competitive situation, a low quality manufacturer expends relatively more marketing expense. If the situation assumes two manufacturers spend the same for the cost of production, the high quality manufacturer takes more profit. If the manufacturer expends less marketing budget to save costs, the optimum profit cannot be achieved since the other party (opponent) grabs the initial market share. Conclusions - In conclusion, investment is essential for market share to increase. We must refrain from a zero-sum game and have models where the game participants pursue the creative profits together. In the current film industry, there is the dominating logic of winner and loser but we have to create a film industry environment where the participants can be altogether satisfied and live together.

• International Commerce and Information Review
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• v.17 no.2
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• pp.123-150
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• 2015

The present study examined the moderating influences of firm type(B2B, B2C) on the relationships between SMEs' utilization of government export assistance programs, firm capabilities(marketing & technology capabilities) and export performances(financial and strategic performances). The results of regression analyses on 247 B2B and 137 B2C cases showed that the positive influence of utilization of export assistance programs on financial performance was greater for B2B than for B2C SMEs. This construct, however, had no influence on strategic performance for neither B2B nor B2C cases. Further, both marketing and technology capabilities have positive influences on each of financial and strategic performances. Marketing capability, however, had a greater influence on financial performance for B2C than for B2B SMEs. Technology capability had a greater influence on financial performance for B2B than for B2C SMEs. Implications, limitations, and future studies were also discussed.

• Journal of Digital Convergence
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• v.18 no.5
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• pp.399-404
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• 2020

The purpose of this study is to find out the consumer's purchasing behavior and its factors when a convenience store brand is marketing new PB products online. For this study, we surveyed 2030 millennials about the purchase behavior of convenience store PB products and the paths to encounter PB products. As a result, consumers who purchase convenience store PB products were exposed to the product through SNS or YouTube, and they tended to join the trend by posting on SNS after purchase. In this study, we want to examine the consumption trends of millennials that have this type of consumption and the concept of online marketing that affects them. It is hoped that future consumer purchases will continue to be valuable consumption rather than relying on trends.