• 융합경영연구
• /
• 제9권4호
• /
• pp.31-43
• /
• 2021

Purpose: This study investigated how consumption values influence consumers' purchasing decisions regarding environmentally friendly products. Based on the Consumption Values Theory, six dimensions of consumption values were defined: functional value-quality, functional value-price, emotional value, social value, conditional value, and epistemic value. In particular, the current study analyzed the differential impact of the environmentally friendly consumption values between two consumer groups - users and nonusers. By doing so, more effective marketing strategies can be applied to the target groups. Research design, data, and methodology: The online survey was conducted through Macromill Embrain in Korea to collect data from users vs. nonusers of environmentally friendly products. There were 215 usable responses in the users sample and 225 responses in the nonusers sample. Structural equation modeling (SEM) was performed by using AMOS 18.0. Results: The results revealed that four dimensions of consumption values, i.e., functional value-price, emotional value, conditional value, and epistemic value, positively influenced the users, while functional value-price and epistemic value positively influenced purchase intention toward environmentally friendly products among the nonusers. Conclusions: These results have important implications for applying effective marketing strategies for target consumers. Theoretical and practical implications are also discussed.

• 아태비즈니스연구
• /
• 제13권3호
• /
• pp.93-118
• /
• 2022

Purpose - Export marketers may have incentives to attempt real earnings management to avoid low reported earnings. Therefore, we attempted to verify the relationship between cost stickiness and real earnings management in the context of export marketing. Design/methodology/approach - Data were collected from exporters that settle-accounts in December excluding financial businesses listed on the stock market from 2015 to 2019. Multiple regression analysis were employed to analyze the data. Findings - The results showed that there is a negative relationship between cost stickiness and real earnings management. In addition, the results showed that export marketers little attempt to offset the cost inefficiency caused by the increase in expense because of cost stickiness with opportunistic management activities through real earnings management. Rather, as the level of real earnings management appears lower, exporters showing cost stickiness are expected to report management performance based on actual marketing. Furthermore, exporters with a high level of managerial centrality or high managerial overconfidence little attempt to offset cost inefficiency caused by cost stickiness with real earnings management activities. Research implications or Originality - Our study is the first to investigate the quality of earnings information of exporters with cost stickiness. Based on the results, we suggested efficient marketing strategies for exporters.

• 융합경영연구
• /
• 제2권2호
• /
• pp.1-9
• /
• 2014

This study investigated solutions of not only weak organization but also poor communication with customers from point of view of SNS such as Naver blog, Naver band, Kakao Talk and Facebook to promote local business market. The study gave strategies: First, SNS marketing strategy shall be used to do public relations and communicate in accordance with features of each SNS. Naver Blog that is opened SNS shall be used to do public relations and to invite new customers, and Kakao Talk that is closed SNS shall be used to increase customers having high loyalty, and Facebook that has both properties of SNS, that is to say, openness and closure, shall be used to raise effects of word-of-mouth to make use of new sales window. The communication can find out customers' needs to provide customers with customized services. Second, Naver Band and/or cafe shall be opened to increase link and friendliness and to have community consciousness realizing common goal and to destroy merchants' helplessness and individualism and to make change of the market for the place of community. Changes among the merchants may get better ideas to do events continuously and to get more SNS marketing effects and synergy. Third, the merchants shall make change not momentarily but continuously by making efforts steadily. Good communication in and out of the market may create inherent brand value to differ from super chain and/or SSM and to increase sales as well as traditional market image and to attain customers' loyalty.

• International Journal of Internet, Broadcasting and Communication
• /
• 제16권1호
• /
• pp.1-10
• /
• 2024

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

• 통상정보연구
• /
• 제6권2호
• /
• pp.147-168
• /
• 2004

Owing to the digital revolution, Internet Commerce and Electronic Commerce is having a profound influence on the global trade and internal commerce, revolutionizing the way of doing business. e-Trade have adopted in order to the reshape of the International Trade enterprise's competitiveness, and it is now being utilized as a major export marketing instrument to develop new customers, save export transaction costs ad facilitate new work processes. The purpose of this study is to provide a program for activation in e-Trade of the International Trade enterprise in Kangwon Do. However, at present, the environment of e-trade Infrastructure in Kangwon Do is very poor. Therefore, this study points out the problems of e-trade of the International Trade enterprise in Kangwon Do and provides many considerations for a program for activation of e-Trade.

• 벤처창업연구
• /
• 제10권2호
• /
• pp.97-105
• /
• 2015

본 연구에서는 해외에 진출한 한국 중소벤처기업의 역량이 해외진출성과에 미치는 영향과 환경동태성이 이 관계에 어떠한 역할을 하는지 살펴보고자 한다. 구체적으로 중소벤처기업의 해외 마케팅역량, 기술역량 및 해외 네트워크역량이 해외진출성과에 미치는 영향에 대해 분석하고, 환경동태성의 두 가지 차원인 시장동태성과 기술동태성이 이 관계에서 조절변수로서 어떠한 역할을 하는지에 대해 실증적으로 검증하고자 한다. 162개의 중소벤처기업을 대상으로 한 다중회귀분석 결과, 해외 마케팅역량은 해외진출성과에 유의한 영향력을 미치지 않는 것으로 나타났으나, 기술역량과 네트워크역량은 각각 해외진출성과에 긍정적이고 유의한 영향을 미치는 것으로 나타났다. 또한, 시장동태성은 네트워크역량과 해외진출성과 간의 관계에 부(-)의 조절효과를 갖는 것으로 나타났으며, 기술동태성은 기술역량과 해외진출성과 간의 관계에 부(-)의 조절효과를, 네트워크역량과 해외진출성과 간의 관계에는 정(+)의 조절효과를 갖는 것으로 나타났다. 본 연구의 결과는 중소벤처기업의 국제화성과에 있어 마케팅, 기술, 네트워크 역량의 중요성을 확인하고, 이에 대한 환경동태성의 영향력을 확인함으로써 중소벤처기업이 해외진출 시 성공적인 성과를 올릴 수 있는 전략적 활용을 도울 것이다.

• 무역상무연구
• /
• 제37권
• /
• pp.329-360
• /
• 2008

In Korea, the major of international trade and business introduced in the 1960s to supply trade expert to trading companies, and the heyday of the trade major was in the 1980s. However the trade major fell into decay from the middle of 1990s. The purpose of trade education in university is to supply high qualified employees to societies and companies. The problem is that companies have difficuties for recruiting of trade expert, on the other hand university graduates have few job oppertunies. It has some discrepancies between education and field. The object of this paper is to propose a direction of modification of the trade and international business curriculum for global trade expert. We research international trade and business departments' curriculums of GTEP universities. GTEP stands for global trade expert incubating program started from 2006 which have charge of MOCIE and KITA. First, in the title of department, a lot of former researchers have taken up the position to return "Trade" or "International Trade". We think more important fact is not the title of department but the curriculum, so we insist on a harmony between the department title and curriculums. The focus of modification of curriculum is to educate global trade expert, so we need to know about global business environment and companies' needs also. Second, We propose the directions for modification of curriculum are "convergence" and "specialty". Trade major is a mixed study in nature and trade major try to treat lots of subjects such as trade, business adminstration, economics, international law, international commerce, logistics and marketing etc to catch up changing global business circumstanses and companies' needs. So convergence of adjacent field is very important in study and training. Specialty means selection and concentration strategy for global trade expert. It is difficult to learn every knowledge and skills for employer's needs in 4 years and 140 credits. A students who has studied basic subject in trade, management, economics can choose 1 or 2 specailty subject such as trade and e-commerce, global marketing, logistics and transportation, commerce and policy, servive trade, foreign language and cross culture etc. In concusion, the concept of convergence and specialty is not separation but harmony each other, so we propose to promote two concept together for modification of the trade and international business curriculum for training of global trade expert.

• 통상정보연구
• /
• 제16권5호
• /
• pp.319-342
• /
• 2014

세계 경제가 글로벌화가 가속화되고 국내 기업도 해외 시장에 진출하는 한편, 해외 글로벌 기업 또한 한국시장에 진출하여 성과를 보이고 있다. 이러한 한국 진출 기업이 한국시장에서 신속하게 성과를 보이는데 있어서 기술적 역량 요인, 마케팅 역량 요인, 그리고 해외 네트워크 요인이 신속한 글로벌 성과에 어떠한 영향을 미치는지를 파악하고자 하였다. 또한 기업 유형에 따라 영향 관계가 있는지를 규명하는데 있다. 연구 목적을 달성하기 위하여 가설을 설정하고 이를 검증하기 위하여 구조방정식과 회귀분석을 활용하였으며 주요 결과는 다음과 같다. 첫째, 기술적 요인 중 기술적 혁신성과 제품 차별성은 신속한 글로벌화에 통계적으로 유의미하게 긍정적인 영향을 미치고 있어, 신속한 글로벌화에 매우 중요한 선행요인으로 해석된다. 둘째, 마케팅 요인 중 마케팅 지식획득과 브랜드 명성 또한 통계적으로 유의미하게 긍정적인 영향을 미치고 있어, 또한 신속한 글로벌 성과에 중요한 요인임을 알 수 있었다. 셋째, 한국 시장 내 네트워크 범위와 해외 네트워크 강도 또한 모두 통계적으로 유의미하게 영향을 미치고 있어, 해외 네트워크 요인은 신속하게 글로벌 성과에 매우 중요한 요인임을 밝히고 있다. 한편, 해외 자회사 기업 유형(B2C, B2B) 조절변수 효과에 대한 가설 검증으로 회귀분석을 통한 분석 결과, B2C 해외 자회사 기업이 B2B 해외 자회사 기업보다 본 연구모형에서는 설명력이 31.9% 증가를 보였다. 또한 B2C 해외 자회사의 경우 마케팅 역량이, B2B 해외 자회사의 경우 상대적으로 기술적 역량 요인이 통계적으로 유의미하게 차이가 보였다. 따라서 기업유형이 기술적, 마케팅 역량 요인 그리고 네트워크 요인이 신속한 글로벌화에 영향을 주는데 조절효과가 있음을 알 수 있었다. 결론적으로 본 연구를 통하여 실무적 측면에서는 우선 기업의 신속한 글로벌 성과를 높이기 위해서는 선행 요인 중 마케팅 요인과 기술적 요인, 한국 시장 네트워크 등은 중요한 선행 요인임을 확인하였으며, 한편 학문적으로 본 연구 결과는 기업이 신속하게 해외로 진출하는 영향요인을 체계적으로 심층 연구에 기여하였다라고 여긴다.

• 통상정보연구
• /
• 제16권2호
• /
• pp.297-318
• /
• 2014

본 연구는 통상진출측면에서 UAE 의약품 시장의 점유율 확대 전략을 중심으로 시장세분화, 목표시장 결정, 제품 위치선정과 아울러 목표시장 내에서의 시장촉진 관리를 내용으로 문헌연구를 실시하였다. 기본적으로 STP전략과 Marketing Mix전략의 개념을 적용하여 본 연구의 실무적 시사점을 도출하였다. 우리나라 의약품산업은 국내의 다양한 제도적 제약으로 인한 국내시장 성장의 확대에 한계를 가지고 있다. 한편 UAE 의료산업은 지속적인 유가 상승에 따른 경기의 활성화와 정부의 적극적인 지원 정책으로 급성장하고 있다. UAE 정부는 의료시설 확충과 의료수준 향상을 위해 2014년 의료산업에 1600억 달러의 투자를 계획하고 있다. UAE의 의료부문은 각 에미리트별로 단독적인 규제 체제를 갖추고 있다. UAE는 해외 노동자 유입으로 높은 인구증가율을 보이고 있는데, 지난 30년 동안 UAE 거주인구는 약 7배가 증가했다. UAE 정부는 의료서비스 질을 개선하기 위해 민간부문과 공공기간의 파트너십(PPP) 체결을 장려하며 외국인 직접투자에도 규제가 없으므로 우리 기업으로서는 거대 다국적 기업과 무한 경쟁을 준비해야 하는 시점에서 이러한 분석결과는 의약품 수출활성화 측면의 환국의 비즈니스환경 분석과 UAE 시장에 대한 진출전략 측면에서 시사점을 도출하였다는 점에서 실학적 가치를 찾을 수 있다. 또한, 해외진출 활성화와 더불어 한국의 취약한 의약품 산업 개발을 위한 지속적인 전략 개발의 타당성을 확보해준다는 측면에서 학문적 의미가 있다.

• International Journal of Advanced Culture Technology
• /
• 제2권1호
• /
• pp.20-24
• /
• 2014

As the standards organization under ISO responsible for the development of all international financial services standards, ISO/TC 68 plays a key role in the development and adoption of new technologies in the banking, brokerage and insurance industries. In this paper many of its current work projects are introduced for developing ecommerce standards. We need to discuss the recommendations on XML conversion with ISO and other international standard organizations. Each country try to adopt the international standards even though domestic technical standards and barriers. To solve this problem of interworking between these standards, harmonization activities are nedded. For development and distribution of electronic documents to be conformed to international standards, it is enough to have the role of international activities continue to supply part of the domestic industry and the trends in participation and international standard.Our principal focus is on facilitating national and international trade, through the simplification and harmonization of processes, procedures and information flows, and so contributing to the growth of global commerce.