• Journal of Korea Trade
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• v.26 no.5
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• pp.76-87
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• 2022

Purpose - Small independent brands from local companies often use underdog positioning to compete with established global brands. However, whether the effectiveness of underdog positioning of local businesses in the service sector remains insufficient. The purpose of this paper is to investigate the underdog effect on the preference of Korean consumers for individual service providers positioned as underdogs. Design/methodology - The author examines the research question of this study using a one-way ANOVA in three different positioning (underdog vs. top dog vs. control) between-subjects design, with a group of Korean participants. Findings - The experimental study shows that support for independent local (vs. global) service providers positioned as underdogs is straightforward. Using the lens of consumer identification with underdog biographies, this study found that consumers prefer small local service providers with passion and determination regardless of their disadvantages. Originality/value - To the best of the author's knowledge, this is the first study to examine the effectiveness of underdog positioning in the context of individual service providers. As it competes with global service companies for domestic consumer preference in Korea, the findings have great implications for ensuring the sustainability of small local service providers.

• Asia Marketing Journal
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• v.7 no.3
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• pp.29-51
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• 2005

The present study extends Alden et al.'s (Alden, Steenkamp, and Batra 1999) study of cultural brand positioning through advertising, in which global cultural positioning is distinguished from foreign cultural positioning and local cultural positioning. The present study explores differences in the brand personality between global cultural positioning ads and local cultural positioning ads and investigates the effect of each type of cultural positioning strategy on the brand attitude. A content analysis was conducted for the Chinese print advertisements of Korean brands in order to examine the brand personalities developed by each type of cultural positioning strategy. Substantial differences in the brand personality were not found between the cultural positioning strategies. An experiment was conducted using Chinese consumers in order to test the effect of the cultural positioning strategy on the brand attitude. The global cultural positioning was found to be more effective than the local cultural positioning in general, and the Korean cultural positioning was found to be more effective than the local cultural positioning only for the younger consumers.

• Journal of the Korea Society of Computer and Information
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• v.26 no.6
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• pp.29-35
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• 2021

In this paper, we propose a method that combines KNN(K-Nearest Neighbor), Local Map Classification and Bayes Filter as a way to increase the accuracy of location positioning. First, in this technique, Local Map Classification divides the actual map into several clusters, and then classifies the clusters by KNN. And posterior probability is calculated through the probability of each cluster acquired by Bayes Filter. With this posterior probability, the cluster where the robot is located is searched. For performance evaluation, the results of location positioning obtained by applying KNN, Local Map Classification, and Bayes Filter were analyzed. As a result of the analysis, it was confirmed that even if the RSSI signal changes, the location information is fixed to one cluster, and the accuracy of location positioning increases.

• Journal of electromagnetic engineering and science
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• v.17 no.4
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• pp.181-185
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• 2017

In this paper, we propose an angle-of-arrival (AoA)-based local positioning system using a time-modulated array (TMA). The proposed system can determine a two-dimensional position using only two TMAs without any synchronization between the two receivers. The hardware for the proposed system consists of two commercial monopole antennas, a self-designed switch, and a well-known software-defined radio receiver. Furthermore, the location can be simply estimated in real time without the need for complicated positioning algorithms such as the MUSIC and ESPRIT algorithms. In order to evaluate the performance of our system, we estimated the position of the wireless node in an office environment. The position was estimated with a mean error of less than 0.1 m. We therefore believe that our system is appropriate for various wireless local positioning applications.

• Journal of Positioning, Navigation, and Timing
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• v.11 no.4
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• pp.263-268
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• 2022

Precise Point Positioning-Real Time Kinematic (PPP-RTK) is a high accuracy positioning method that combines RTK and PPP to overcome the limitations on service coverage of RTK and convergence time of PPP. PPP-RTK provides correction data in the form of State Space Representation (SSR), unlike RTK, which provides measurement-based Observation Space Representation (OSR). Due to this, PPP-RTK has an advantage that it can transmit less data than RTK. So, recently, several techniques for PPP-RTK have been proposed. However, in order to utilize PPP-RTK techniques, performance analysis of these in a real environment is essential. In this paper, we implement the local network PPP-RTK and analyze the positioning performance according to the distance within 100 km from the reference station in Korea. As results of experiment, the horizontal and vertical 95% errors of local network PPP-RTK were 6.25 cm and 5.86 cm or less, respectively.

• Journal of Institute of Control, Robotics and Systems
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• v.13 no.10
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• pp.956-961
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• 2007

We propose a new distance measurement method and local positioning system for the autonomous mobile robots localization. The distance measurement method is able to measure long-range distances with a high accuracy by using ultrasonic sensors. The time of flight of the ultrasonic waves include various noises is calculated accurately by the proposed period detecting method. The proposed local positioning system is composed of four ultrasonic transmitters and one ultrasonic receiver. The ultrasonic transmitter and receiver are separated but they are synchronized by RF (Radio frequency) signal. The proposed system using ultrasonic waves is represented as USAT(Ultrasonic Satellite System). USAT is able to estimate the position using the least square estimation. The experimental results show that the proposed local positioning system enables to estimate the absolute position precisely.

• Journal of Fashion Business
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• v.9 no.5
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• pp.96-113
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• 2005

The purpose of this study was to examine acutely effective marketing strategies for bridge line imported handbag brands in order to succeed in launch and establishment in local market. Based on the successful bridge line imported handbag brands status in local market, this selected the brands, "LeSprotsac", "Longchamp", "Sequoia" that execute brand strategy including positioning strategies such as basic concept, prices, materials, promotion, distributions in order to succeed in local launching. For corroborate analysis, three staffs in each brands, consecutive in-person interviews and continuous telephone interviews, mail survey were used for this study. The results were as follows; First, differentiate brand positioning strategy that has considered accurate analysis of niche market and domestic market environment when brand launch effects on brand value enhancement. Second, marketing mix activity based on positioning strategy effects on establishing brand image and spreading brand awareness. Third, marketing activity based on positioning strategy should be executed based on consistent brand strategy.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.15 no.2
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• pp.151-156
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• 2015

As the proliferation of smart phone, almost every user has one's own smart phone, and the user could get the global position and location based services using GPS system outdoors. But indoor positioning system using GPS does not work, and it could not detect global position using TDOA local positioning system. In this paper, a new indoor global positioning system for smart phone employing GPS receiver and electronic compass device is proposed with the TDOA local positioning system using acoustic signal, and the performance and the experimental result are described.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.6 no.3
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• pp.794-814
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• 2012

We propose a novel method for improving Wi-Fi positioning accuracy while reducing the energy consumption of mobile devices. Our method presents three contributions. First, we jointly and intelligently select the optimal subset of access points for positioning via maximum mutual information criterion. Second, we further propose local discriminant embedding algorithm for nonlinear discriminative feature extraction, a process that cannot be effectively handled by existing linear techniques. Third, to reduce complexity and make input signal space more compact, we incorporate clustering analysis to localize the positioning model. Experiments in realistic environments demonstrate that the proposed method can lower energy consumption while achieving higher accuracy compared with previous methods. The improvement can be attributed to the capability of our method to extract the most discriminative features for positioning as well as require smaller computation cost and shorter sensing time.

• Journal of Institute of Control, Robotics and Systems
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• v.10 no.8
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• pp.742-747
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• 2004

Outdoors we can easily acquire our accurate location by GPS. However, the GPS signal can't be acquired indoors because of its weak signal power level. Adequate positioning method is demanded for many indoor positioning applications. At present, wireless local area network (WLAN) is widely installed in various areas such as airport, campus, and park. This paper proposes a positioning algorithm using WLAN signal strength to provide the position of the WLAN user indoors. There are two methods for WLAN based positioning, the signal propagation method uses signal strength model over space and the empirical method uses RF power propagation database. The proposed method uses the probability distribution of the power propagation and the maximum likelihood estimation (MLE) algorithm based on power strength DB. Test results show that the proposed method can provide reasonably accurate position information.