• Title/Summary/Keyword: Management Elements

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Nuclear Terrorism and Global Initiative to Combat Nuclear Terrorism(GICNT): Threats, Responses and Implications for Korea (핵테러리즘과 세계핵테러방지구상(GICNT): 위협, 대응 및 한국에 대한 함의)

  • Yoon, Tae-Young
    • Korean Security Journal
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    • no.26
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    • pp.29-58
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    • 2011
  • Since 11 September 2001, warnings of risk in the nexus of terrorism and nuclear weapons and materials which poses one of the gravest threats to the international community have continued. The purpose of this study is to analyze the aim, principles, characteristics, activities, impediments to progress and developmental recommendation of the Global Initiative to Combat Nuclear Terrorism(GICNT). In addition, it suggests implications of the GICNT for the ROK policy. International community will need a comprehensive strategy with four key elements to accomplish the GICNT: (1) securing and reducing nuclear stockpiles around the world, (2) countering terrorist nuclear plots, (3) preventing and deterring state transfers of nuclear weapons or materials to terrorists, (4) interdicting nuclear smuggling. Moreover, other steps should be taken to build the needed sense of urgency, including: (1) analysis and assessment through joint threat briefing for real nuclear threat possibility, (2) nuclear terrorism exercises, (3) fast-paced nuclear security reviews, (4) realistic testing of nuclear security performance to defeat insider or outsider threats, (5) preparing shared database of threats and incidents. As for the ROK, main concerns are transfer of North Korea's nuclear weapons, materials and technology to international terror groups and attacks on nuclear facilities and uses of nuclear devices. As the 5th nuclear country, the ROK has strengthened systems of physical protection and nuclear counterterrorism based on the international conventions. In order to comprehensive and effective prevention of nuclear terrorism, the ROK has to strengthen nuclear detection instruments and mobile radiation monitoring system in airports, ports, road networks, and national critical infrastructures. Furthermore, it has to draw up effective crisis management manual and prepare nuclear counterterrorism exercises and operational postures. The fundamental key to the prevention, detection and response to nuclear terrorism which leads to catastrophic impacts is to establish not only domestic law, institution and systems, but also strengthen international cooperation.

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A Mutual P3P Methodology for Privacy Preserving Context-Aware Systems Development (프라이버시 보호 상황인식 시스템 개발을 위한 쌍방향 P3P 방법론)

  • Kwon, Oh-Byung
    • Asia pacific journal of information systems
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    • v.18 no.1
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    • pp.145-162
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    • 2008
  • One of the big concerns in e-society is privacy issue. In special, in developing robust ubiquitous smart space and corresponding services, user profile and preference are collected by the service providers. Privacy issue would be more critical in context-aware services simply because most of the context data themselves are private information: user's current location, current schedule, friends nearby and even her/his health data. To realize the potential of ubiquitous smart space, the systems embedded in the space should corporate personal privacy preferences. When the users invoke a set of services, they are asked to allow the service providers or smart space to make use of personal information which is related to privacy concerns. For this reason, the users unhappily provide the personal information or even deny to get served. On the other side, service provider needs personal information as rich as possible with minimal personal information to discern royal and trustworthy customers and those who are not. It would be desirable to enlarge the allowable personal information complying with the service provider's request, whereas minimizing service provider's requiring personal information which is not allowed to be submitted and user's submitting information which is of no value to the service provider. In special, if any personal information required by the service provider is not allowed, service will not be provided to the user. P3P (Platform for Privacy Preferences) has been regarded as one of the promising alternatives to preserve the personal information in the course of electronic transactions. However, P3P mainly focuses on preserving the buyers' personal information. From time to time, the service provider's business data should be protected from the unintended usage from the buyers. Moreover, even though the user's privacy preference could depend on the context happened to the user, legacy P3P does not handle the contextual change of privacy preferences. Hence, the purpose of this paper is to propose a mutual P3P-based negotiation mechanism. To do so, service provider's privacy concern is considered as well as the users'. User's privacy policy on the service provider's information also should be informed to the service providers before the service begins. Second, privacy policy is contextually designed according to the user's current context because the nomadic user's privacy concern structure may be altered contextually. Hence, the methodology includes mutual privacy policy and personalization. Overall framework of the mechanism and new code of ethics is described in section 2. Pervasive platform for mutual P3P considers user type and context field, which involves current activity, location, social context, objects nearby and physical environments. Our mutual P3P includes the privacy preference not only for the buyers but also the sellers, that is, service providers. Negotiation methodology for mutual P3P is proposed in section 3. Based on the fact that privacy concern occurs when there are needs for information access and at the same time those for information hiding. Our mechanism was implemented based on an actual shopping mall to increase the feasibility of the idea proposed in this paper. A shopping service is assumed as a context-aware service, and data groups for the service are enumerated. The privacy policy for each data group is represented as APPEL format. To examine the performance of the example service, in section 4, simulation approach is adopted in this paper. For the simulation, five data elements are considered: $\cdot$ UserID $\cdot$ User preference $\cdot$ Phone number $\cdot$ Home address $\cdot$ Product information $\cdot$ Service profile. For the negotiation, reputation is selected as a strategic value. Then the following cases are compared: $\cdot$ Legacy P3P is considered $\cdot$ Mutual P3P is considered without strategic value $\cdot$ Mutual P3P is considered with strategic value. The simulation results show that mutual P3P outperforms legacy P3P. Moreover, we could conclude that when mutual P3P is considered with strategic value, performance was better than that of mutual P3P is considered without strategic value in terms of service safety.

The physical geography in general:yesterday and tomorrow (자연지리학 일반: 회고와 전망)

  • Son, Ill
    • Journal of the Korean Geographical Society
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    • v.31 no.2
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    • pp.138-159
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    • 1996
  • There has been a tendency for Geomorphology and Climatology to be dominant in Physical Geography for 50 years in Korea. Physical Geography is concerned with the study of the totality of natural environment through the integrated approaches. But, an overall direction or a certain paradigm could not be found, because major sub-divisions of Physical Geography have been studied individually and the subjects and the approaches in studying Physical Geography are enormously diverse. A consensus of opinion could not also exist in deciding what kind of the sub-divisions should be included in the physical geography in general and how those should be summarized. Furthermore it would be considered imprudent to survey the studies of Physical Geography besides those of Geomorphology and Climatology due to the small number of researchers. Assuming that the rest of Physical Geographical studies with the exception of Geomorphological and Climatological studies are the Physical Geography in general, the studies of Physical Geogrpahy in general are summarized and several aspects are drown out as follows. First the descliption of all possible factors of natural environments was the pattern of early studies of Physical Geography and the tendency is maintained in the various kinds of research and project reports. Recently Physical Geographers have published several introductory textbooks or research monographs. In those books, however, the integrated approaches to Physical Geography were not suggested and the relationship between man and nature are dealt with in the elementary level. Second, the authentic soil studies of Physical Geographers are insignificant, because the studies of soil in Physical Geography have been mostly considered as the subsidiary means of Geomorphology Summarizing the studies of Soil Gegraphy by physical geographers and other Pedologists, the subjects are classified as soil-forming processes, soil erosions, soil in the tidal flat and reclaimed land, and soil pollution. Physical Geographers have focused upon the soil-forming processes in order to elucidate the geomorphic processes and the past climatic environment. The results of other subjects are trifling. Thirdy Byogeygrayhers and the results of studies are extremely of small number and the studies of Biogeography in Korea lines in the starting point. But, Biogeography could be a more unifying theme for the Physical-human Geography interface, and it would be expected to play an active part in the field of environmental conservation and resource management. Forth, the studies of Hydrogeography (Geographical Hydrology) in Korea have run through the studies of water balance and the morphometric studies such as the drainage network analysis and the relations of various kinds of morphometric elements in river. Recently, the hydrological model have introduced and developed to predict the flow of sediment, discharge, and ground water. The growth of groundwater studies is worthy of close attention. Finally, the studies on environmental problems was no mole than the general description about environmental destruction, resource development, environmental conservation, etc. until 1970s. The ecological perspectives on the relationship between man and nature were suggested in some studies of natural hazard. The new environmentalism having been introduced since 1980s. Human geographers have lead the studies of Environmental Perception. Environmental Ethics, Environmental Sociology, environmental policy. The Physical geographers have stay out of phase with the climate of the time and concentrate upon the publication of introductory textbooks. Recently, several studies on the human interference and modification of natural environments have been made an attempt in the fields of Geomorphology and climatology. Summarizing the studies of Physical Geography for 50 years in Korea, the integrated approaches inherent in Physical Geography disappeared little by little and the majol sub-divisions of Physical Ceography have develop in connection with the nearby earth sciences such as Geology, Meteorology, Pedology, Biology, Hydrology, etc been rediscovered by non-geographers under the guise of environmental science. It is expected that Physical Geography would revive as the dominant subject to cope with environmental problems, rearming with the innate integrated approaches.

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Comparisons of the major element contents for the Korean ginsengs from various soils of Keumsan (금산의 다양한 토양으로부터 채취된 고려 인삼의 주 원소 함량 비교)

  • Song, Suck-Hwan;Min, Ell-Sik;Chang, Gyu-Sick
    • Journal of Ginseng Research
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    • v.32 no.3
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    • pp.194-209
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    • 2008
  • This study is for major element relationships between ginsengs and soils from three representative soil types from Keumsan, shale, phyllite and granite. In the weathered soils, the granite and phylllite are high while the shale are low. The granite show distinctive positive and negative relationships rather than the phyllite and shale. In the field soils, the granite and phyllite are high while the shale are low. Positive relationships are distinctive with the increasing ages, and in the granite. In the ginsengs, high element contents are shown in K and Na of the shale, Mg and Ca of the phyllite, and Al, Mn and Ti of the granite. In the same regions, the 2 and 3 years are mainly low, but high in the 4 year. Positive correlations are distinctive in the 2 and 4 year of the shale, and 3 year of the granite. Comparisons with ginsengs of the same ages from the different areas suggest that the granite show high element contents with the ages. It also suggests that the 2 year of the granite, and 3 and 4 year of the shale and phyllite are high. Relative ratios(weathered/field soils) among the soils suggest that the weathered are generally high, especially in the granite rather than the shale. Relative ratios between field soils and ginsengs(field soils/ginseng) suggest that the soils are higher than the ginsengs, and differences of several hundred times in the Al and Ti, and of several ten times in the Mn are shown between two. Comparisons among the different ages from the same areas suggest that differences of several hundred times in the Al and Ti are shown. It suggests that ginseng contents are significantly different from the field soils in the Al and Ti contents. Comparisons among from the same ages of the different areas suggest that high element differences are shown in Na of the shale, and Mn of the phyllite, while low element differences are found in Mg of the shale, and Al, Mn, and Na of the granite.

WHICH INFORMATION MOVES PRICES: EVIDENCE FROM DAYS WITH DIVIDEND AND EARNINGS ANNOUNCEMENTS AND INSIDER TRADING

  • Kim, Chan-Wung;Lee, Jae-Ha
    • The Korean Journal of Financial Studies
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    • v.3 no.1
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    • pp.233-265
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    • 1996
  • We examine the impact of public and private information on price movements using the thirty DJIA stocks and twenty-one NASDAQ stocks. We find that the standard deviation of daily returns on information days (dividend announcement, earnings announcement, insider purchase, or insider sale) is much higher than on no-information days. Both public information matters at the NYSE, probably due to masked identification of insiders. Earnings announcement has the greatest impact for both DJIA and NASDAQ stocks, and there is some evidence of positive impact of insider asle on return volatility of NASDAQ stocks. There has been considerable debate, e.g., French and Roll (1986), over whether market volatility is due to public information or private information-the latter gathered through costly search and only revealed through trading. Public information is composed of (1) marketwide public information such as regularly scheduled federal economic announcements (e.g., employment, GNP, leading indicators) and (2) company-specific public information such as dividend and earnings announcements. Policy makers and corporate insiders have a better access to marketwide private information (e.g., a new monetary policy decision made in the Federal Reserve Board meeting) and company-specific private information, respectively, compated to the general public. Ederington and Lee (1993) show that marketwide public information accounts for most of the observed volatility patterns in interest rate and foreign exchange futures markets. Company-specific public information is explored by Patell and Wolfson (1984) and Jennings and Starks (1985). They show that dividend and earnings announcements induce higher than normal volatility in equity prices. Kyle (1985), Admati and Pfleiderer (1988), Barclay, Litzenberger and Warner (1990), Foster and Viswanathan (1990), Back (1992), and Barclay and Warner (1993) show that the private information help by informed traders and revealed through trading influences market volatility. Cornell and Sirri (1992)' and Meulbroek (1992) investigate the actual insider trading activities in a tender offer case and the prosecuted illegal trading cased, respectively. This paper examines the aggregate and individual impact of marketwide information, company-specific public information, and company-specific private information on equity prices. Specifically, we use the thirty common stocks in the Dow Jones Industrial Average (DJIA) and twenty one National Association of Securities Dealers Automated Quotations (NASDAQ) common stocks to examine how their prices react to information. Marketwide information (public and private) is estimated by the movement in the Standard and Poors (S & P) 500 Index price for the DJIA stocks and the movement in the NASDAQ Composite Index price for the NASDAQ stocks. Divedend and earnings announcements are used as a subset of company-specific public information. The trading activity of corporate insiders (major corporate officers, members of the board of directors, and owners of at least 10 percent of any equity class) with an access to private information can be cannot legally trade on private information. Therefore, most insider transactions are not necessarily based on private information. Nevertheless, we hypothesize that market participants observe how insiders trade in order to infer any information that they cannot possess because insiders tend to buy (sell) when they have good (bad) information about their company. For example, Damodaran and Liu (1993) show that insiders of real estate investment trusts buy (sell) after they receive favorable (unfavorable) appraisal news before the information in these appraisals is released to the public. Price discovery in a competitive multiple-dealership market (NASDAQ) would be different from that in a monopolistic specialist system (NYSE). Consequently, we hypothesize that NASDAQ stocks are affected more by private information (or more precisely, insider trading) than the DJIA stocks. In the next section, we describe our choices of the fifty-one stocks and the public and private information set. We also discuss institutional differences between the NYSE and the NASDAQ market. In Section II, we examine the implications of public and private information for the volatility of daily returns of each stock. In Section III, we turn to the question of the relative importance of individual elements of our information set. Further analysis of the five DJIA stocks and the four NASDAQ stocks that are most sensitive to earnings announcements is given in Section IV, and our results are summarized in Section V.

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A Study on the Aesthetic Art Marketing Communication of Luxury Brand Using Storytelling (스토리텔링을 이용한 명품 브랜드의 미학적 아트마케팅 커뮤니케이션에 관한 연구)

  • Cho, Hye-Duk;Hwang, Jae-Kwang;Lee, Sang-Youn
    • Journal of Distribution Science
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    • v.9 no.3
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    • pp.73-82
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    • 2011
  • This study presents an effective and distinctive marketing strategy through the implementation of the aesthetic art marketing communication technique of storytelling. The reason applying art to marketing is effective is that it gives "class" and aesthetic beauty to the brand's image, which will lead to an increase in revenue and loyalty of consumers. The story stands in for the brand's subject of "desire." Luxury brand customers not only consume high-quality products, require the utmost in service, and value of the brand, they also appreciate the story the brand is telling. The story, combined with art, is called art marketing communication; it makes the brand more unique through its enhanced visual elements. The study discusses art collaboration, art exhibition, a transforming architecture project, art advertisement, a flagship store, and a human resource training center. Based on the "desire," I adopted the element and principle of storytelling. By visualizing the brand with a symbol, the company is able to relate to consumers' sentimentality. Through storytelling art marketing communication, and the strategy using relevance of brand and artist's popularity, the research shows efficient art marketing influences to the brand's image. The results of the research indicate that by using adequate art marketing communication that best reflects the identity and story of the luxury brand, it produces great results; the research also demonstrated, in various ways, that art marketing will succeed. The case showed the following outcomes. First, consumers have a tendency to choose a brand that is associated with an empathizing story. World renowned brands see through the market's "desires" for unique stories, and they also provide the ability to amuse consumers. The story in a product will become an important competitive element in future markets. Second, the art marketing communication applying a story rendered a brand with distinction. The most effective art marketing communications are art collaboration, art exhibition, locomotive architecture project, and others that are adopted as various means. Third, the brand's products were considered as an art piece, which led to not only strengthening the loyalty of consumers but also an increase in sales. In addition, the company could sustain a premium price for the goods sold. By adapting art to a brand's tradition, an innovative and creative new product provides consumer satisfaction, and producing goods in limited editions creates enthusiastic collectors. Fourth, this study suggests an abridged report, implication, limitation of the study, and directions for further research. Referring to the case for the adaptation of luxury brands, efficient art marketing strategies considering Korean company brand and efficiently study preceding Korean company brand art marketing strategy could be proposed.

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An Implementation of Dynamic Gesture Recognizer Based on WPS and Data Glove (WPS와 장갑 장치 기반의 동적 제스처 인식기의 구현)

  • Kim, Jung-Hyun;Roh, Yong-Wan;Hong, Kwang-Seok
    • The KIPS Transactions:PartB
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    • v.13B no.5 s.108
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    • pp.561-568
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    • 2006
  • WPS(Wearable Personal Station) for next generation PC can define as a core terminal of 'Ubiquitous Computing' that include information processing and network function and overcome spatial limitation in acquisition of new information. As a way to acquire significant dynamic gesture data of user from haptic devices, traditional gesture recognizer based on desktop-PC using wire communication module has several restrictions such as conditionality on space, complexity between transmission mediums(cable elements), limitation of motion and incommodiousness on use. Accordingly, in this paper, in order to overcome these problems, we implement hand gesture recognition system using fuzzy algorithm and neural network for Post PC(the embedded-ubiquitous environment using blue-tooth module and WPS). Also, we propose most efficient and reasonable hand gesture recognition interface for Post PC through evaluation and analysis of performance about each gesture recognition system. The proposed gesture recognition system consists of three modules: 1) gesture input module that processes motion of dynamic hand to input data 2) Relational Database Management System(hereafter, RDBMS) module to segment significant gestures from input data and 3) 2 each different recognition modulo: fuzzy max-min and neural network recognition module to recognize significant gesture of continuous / dynamic gestures. Experimental result shows the average recognition rate of 98.8% in fuzzy min-nin module and 96.7% in neural network recognition module about significantly dynamic gestures.

Mediating Effect of Opportunity Recognition Among Entrepreneurial Alertness, Mentoring, & Number of Mentoring on New Ventures' Performance (기업가적 기민성과 멘토링 및 멘토링 횟수와 기업성과 관계에서 기회인지의 매개효과 영향)

  • Park, Mi-Jung;Lee, Seon-Ho;Hwangbo, Yun
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.16 no.4
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    • pp.1-24
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    • 2021
  • The Korean government is currently expanding the business startup incubator support program and funds for new ventures with innovative technology in order to spread the second venture boom. However, despite the fact that entrepreneurial education and mentoring that entrepreneurs should have are important parts for the sustainable growth of the startup, some companies selected for government support programs are reluctant to participate in programs such as entrepreneurship education and mentoring for the sole purpose of funding commercialization. This research addressed the effects of entrepreneurial alertness with opportunity awareness as its medium and the small business mentoring service along with the number of times the mentoring has taken place, on the corporate performances. The results of empirical research are as follow: the first one is that scanning-search and evaluation-judgment can influence a company's performance (financial, non-financial) through opportunity recognition, with the exception of association-connection, which is a sub-factor of entrepreneurial alertness. Secondly, it was found to affect a company's financial and non-financial performance through opportunity recognition for financing mentoring, technical support mentoring, and management support mentoring. Thirdly, it was found that the number of mentoring also affects the financial and non-financial performance of a company through opportunity recognition. The implications of this study are that it should be revisited that program managers consider rooms that do not violate the startup founder's strategic decision-making opportunities when designing and operating the program as entrepreneurial alertness sub-factor association-connection does not affect corporate performance through opportunity recognition. This study also emphasizes the need for customized mentoring to meet the outcome goals of each startup, as it has been empirically clarified that the mentoring provided to the startup by the government's support is important. The contribution of this research is that entrepreneurial alertness and opportunity recognition that are treated as important components in research for entrepreneurship, and the factors of mentoring and mentoring frequency that are recognized as important elements in the practical aspect of startup business are clarified theoretically and empirically as an influential factor in corporate performance. And this study also provide a rationale for the startup business support agency supplying mentoring.

Groundwater Recharge Evaluation on Yangok-ri Area of Hongseong Using a Distributed Hydrologic Model (VELAS) (분포형 수문모형(VELAS)을 이용한 홍성 양곡리 일대 지하수 함양량 평가)

  • Ha, Kyoochul;Park, Changhui;Kim, Sunghyun;Shin, Esther;Lee, Eunhee
    • Economic and Environmental Geology
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    • v.54 no.2
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    • pp.161-176
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    • 2021
  • In this study, one of the distributed hydrologic models, VELAS, was used to analyze the variation of hydrologic elements based on water balance analysis to evaluate the groundwater recharge in more detail than the annual time scale for the past and future. The study area is located in Yanggok-ri, Seobu-myeon, Hongseong-gun, Chungnam-do, which is very vulnerable to drought. To implement the VELAS model, spatial characteristic data such as digital elevation model (DEM), vegetation, and slope were established, and GIS data were constructed through spatial interpolation on the daily air temperature, precipitation, average wind speed, and relative humidity of the Korea Meteorological Stations. The results of the analysis showed that annual precipitation was 799.1-1750.8 mm, average 1210.7 mm, groundwater recharge of 28.8-492.9 mm, and average 196.9 mm over the past 18 years from 2001 to 2018 in the study area. Annual groundwater recharge rate compared to annual precipitation was from 3.6 to 28.2% with a very large variation and average 14.9%. By the climate change RCP 8.5 scenario, the annual precipitation from 2019 to 2100 was 572.8-1996.5 mm (average 1078.4 mm) and groundwater recharge of 26.7-432.5 mm (average precipitation 16.2%). The annual groundwater recharge rates in the future were projected from 2.8% to 45.1%, 18.2% on average. The components that make up the water balance were well correlated with precipitation, especially in the annual data rather than the daily data. However, the amount of evapotranspiration seems to be more affected by other climatic factors such as temperature. Groundwater recharge in more detailed time scale rather than annual scale is expected to provide basic data that can be used for groundwater development and management if precipitation are severely varied by time, such as droughts or floods.

The Effect of Marketing Mix elements on brand Equity (마케팅 믹스 요소가 브랜드 자산에 미치는 영향에 관한 연구)

  • Ryu, Jang-Mu
    • Journal of Industrial Convergence
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    • v.1 no.1
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    • pp.41-70
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    • 2003
  • Many researches on brand equity have been focused in definition about it, factors of it, and the process of formation. Most of them have been used by voluntary production category, as is durable goods or nondurable goods. But this study, using the model is developed by Foote, Cone & Be1ding(FCB) Company, classified four fields, high-low involvement, rationality(rational or sensitive) involvement. The selected goods is a sensitive high involvement(casual wear). This study investigate the effects of brand equity and search the influences of brand equity formation according to factors of marketing mix. To this goals, this study kept a literature survey and a demonstrative research. In literature survey, there are several definitions of brand and brand equity. The research model is derived from selected factors of marketing mix and former study. This study used the regression analysis to verify effects from brand equity through the selected marketing mix. The research data is collected from the capital area. The focus of this study is effects of brand equity according to marketing mix. The followings are results and suggestions of this study. First, in the price factors, the affirmative effects are revealed the perceived quality and the brand awareness in a rational high involvement goods, the perceived quality and the brand associations in a sensitive high involvement goods, all factors of brand equity in a rational low involvement goods, and the perceived quality in a sensitive low involvement goods. As summary, the important characteristics is the price factors to consumers, and consumers recognize that a high price means a high quality. Second, in the store image factors, the affirmative effects are revealed all brand equity factors in a rational high involvement and a sensitive high-low involvement. A good store image incites more interest, contact, and visit from potential consumer. And such store offers more consumer satisfaction, simulates more active and positive conversation to consumers. Third, in advertising spending factors, the affirmative effects are revealed the brand awareness and associations in a rational high involvement and a sensitive high involvement, all brand equity factors in a rational low involvement and a sensitive low involvement. An advertisement increases not only a brand awareness but also strong brand associations. Forth, in price promotion factors, the affirmative effects are revealed the brand associations in a rational high involvement, the negative effects are revealed all brand equity in sensitive high involvement. According the result about the effects of brand royalty through the brand equity factors, a perceived quality and brand associations have positive effects to brand royalty in all factors. Consumers choice a deep perceived quality than other competitive brand. So, brand equity will increase according to a qualitative grade of a perceived brand by consumers. Brand associations represent a quality and a degree of involvement. In conclusion, brand associations and equity have a positive relation each other. According to the analysis results about a brand royalty of selected marketing mix factors, the affirmative effects are revealed the store image and price promotion factors in a rational high involvement, the price and store image in a sensitive high involvement, and the price and advertising spending in a rational low involvement. The results about the affect of selected marketing mix factors according to brand equity, are the perceived quality in a high involvement, and all brand equity factors in a low involvement. The affirmative effects about a store image are revealed all equity factors in high-low involvement. In advertising spending factors, the affirmative effects are revealed the brand awareness and associations in a high involvement goods, and the perceived quality and the brand awareness in a low involvement goods. In price promotion factors, the affirmative effects are revealed the brand awareness in a low involvement goods, and the negative effects are revealed the brand awareness in a high involvement goods. According to a degree of involvement, the results of a brand royalty through a brand equity factors are following. The affirmative effects are revealed the perceived quality and the brand royalty in a high involvement goods, and the brand awareness are revealed a negative effect. The affirmative effects are revealed the perceived Quality and the brand associations in a low involvement goods. So, in a high involvement goods, the brand royalty is built by strong brand associations, but, in a low involvement goods, the brand royalty is built also by a perceived Quality and a brand awareness. This study have some concept of limitation. So, this study presents a future direction of research. First, a future study has to have more deep analysis for this study analyzed through a limited marketing mix factors. Second, a future research has to get mutual effects about brand equity of marketing mix factors for this study has an individual marketing decision factors. Third, for the future, a brand equity needs a research about a several goods such as services, profit or nonprofit, industrial products, culture, and so on. Forth, the research have to diversify a various data for population.

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