• Korean Management Science Review
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• v.33 no.2
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• pp.75-87
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• 2016

Quality function deployment (QFD) is a widely adopted customer-oriented product development methodology by analyzing customer requirements. It is a main activity in QFD planning process to determine the optimal values of the technical attributes (TAs) so as to achieve the customer requirements (CRs) from the House of Quality (HoQ). In most of the previous research, all the TAs in QFD are assumed to have either continuous or discrete values. In the real world applications, the continuous TAs and the discrete TAs are often mixed in QFD. In this paper, a mixed integer linear programming model is formulated to obtain the optimal values for the continuous TAs and the discrete TAs in QFD planning as well as Branch and Bound (B and B) algorithm is proposed as the solution approach. Finally, the proposed model and solution approach are illustrated with an office chair under multi-segment market, and the sensitivity analysis is performed to study how the proposed model and its solutions respond to the variation for the two elements which are budget and CRs' weights.

• Journal of Korean Society for Quality Management
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• v.44 no.4
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• pp.951-963
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• 2016

Purpose: This study was conducted to analyze the potential customer's satisfaction for the concepts of smart audio features and utilize the results when developing the customer-oriented products. Methods: 16 different features were derived via the market research and professionals' interviews. The most satisfactory features were selected through "Kano model", the relative importance of Customer Satisfaction Coefficient, and respondents' preferences from 339 valid survey answers. Results: 15 out of the 16 features were categorized as attractive attribute. "'User Recognizing' and 'Strengthen Linking' groups", such as Auto connection with Smart-phone music player, Synchronization of TV & Audio, and Volume control situational awareness, were shown to provide higher satisfactions to those potential customers. On the other hand, Group 'Integrating Function', such as Aromatherapy and Auto lighting reaction, was shown to be relatively least preferred features. Conclusion: This study enabled which features could lead to the customer satisfaction. Nevertheless, it still requires extensive analyses in different countries and diverse cultures to target the global market. The audio product planners and R&D professionals are expected to learn useful information from such studies.

• Smart Media Journal
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• v.1 no.4
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• pp.35-43
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• 2012

In this paper, we consider the current status of smart TV and propose a business model established on the smart TV ecosystem. There are two views on the outlook of the smart TV market, one of which takes optimistic prospect and the other one is pessimistic. However, mostly it is believed that the innovation will continue in smart TV technology and the market will expand. In this paper, we proposes a two-way, active and consumer oriented business model for smart TV using subtitle information. Finally, we expect to contributing to reduce the gap of information between countries to spread the Han-Wave.

• Asia Marketing Journal
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• v.14 no.4
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• pp.117-142
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• 2013

Brand orientation is a relatively new paradigm in marketing which was first introduced in the 1990s. Since then, an accumulating body of research has addressed the strategic importance of brand orientation. Although there is a growing body of literature on brand orientation, there have been no empirical studies examining the mediation effect of brand orientation on market orientation-performance relationship to date. Moreover, most studies on brand orientation have been carried out in the context of large enterprises. Hence, the aim of this research is to extend the literature and address market orientation, brand orientation, and firm performance against the backdrop of Korean SMEs. The authors empirically investigate the impact of market/brand orientation on organizational performance and the mediating role of brand orientation. They utilize 178 usable responses to test the four research hypotheses. The hypothesized model predicts that there is a positive association among market orientation, brand orientation, and firm performance. It is also expected that brand orientation mediates the relationship between market orientation and organizational performance. The statistical results based on PLS analysis confirm our prediction among the constructs in the research model. The empirical evidence provides significant theoretical and managerial implications for brand orientation among SMEs. The first theoretical implication is that we provide empirical evidence regarding the important role of brand orientation in explaining the multi-trait perspectives of strategic orientation. The second theoretical implication is that the concept of brand orientation can be empirically validated in the context of SMEs. In terms of managerial implications, managers of SMEs should attempt to build a brand-oriented corporate culture or mindset that places brand values and brand norms as the top priority among their company's tasks. In addition, managers should recognize that brand orientation is critical for SMEs as well as large enterprises. In the last section, the authors address limitations of the study and provide directions for further research.

• International Commerce and Information Review
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• v.5 no.2
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• pp.3-17
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• 2003

This paper examined a e-Business utility of on-line shopping mall firms. Based on the literature review and cases study, the following results were found. First, in e-business policy, it was found that partnership between government and market are very important to e-business utility. Second, e-CRM of on-line shopping mall firms should be considered web site design based on commodity, cafe based on experience and information shares, and transaction confirm service. Third, B2C e-commerce model should be contained firm-specific force, customer oriented force, social force, and technology force.

• Journal of Navigation and Port Research
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• v.35 no.10
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• pp.847-853
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• 2011

The purpose of this study is to develope a series of business models for promotion of value added logistics activities of lumber hinterland in Incheon Northport. A set of policies to create value added developed are an import market diversification model using Incheon Northport, a model by building integration processing center by pallet facility, a model by joint logistics center, an export-oriented Pre-cut material development model and an export processing value added model.

• Asia Marketing Journal
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• v.14 no.2
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• pp.157-176
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• 2012

Brand switching data frequently used in market structure analysis is adequate to analyze non- durable goods, because it can capture competition between specific two brands. But brand switching data sometimes can not be used to analyze goods like automobiles having long term duration because one of main assumptions that consumer preference toward brand attributes is not changed against time can be violated. Therefore a new type of data which can precisely capture competition among durable goods is needed. Another problem of using brand switching data collected from actual purchase behavior is short of explanation why consumers consider different set of brands. Considering above problems, main purpose of this study is to analyze market structure for durable goods with consideration set. The author uses exploratory approach and latent class clustering to identify market structure based on heterogeneous consideration set among consumers. Then the relationship between some factors and consideration set formation is analyzed. Some benefits and two demographic variables - age and income - are selected as factors based on consumer behavior theory. The author analyzed USA automotive market with top 11 brands using exploratory approach and latent class clustering. 2,500 respondents are randomly selected from the total sample and used for analysis. Six models concerning market structure are established to test. Model 1 means non-structured market and model 6 means market structure composed of six sub-markets. It is exploratory approach because any hypothetical market structure is not defined. The result showed that model 1 is insufficient to fit data. It implies that USA automotive market is a structured market. Model 3 with three market structures is significant and identified as the optimal market structure in USA automotive market. Three sub markets are named as USA brands, Asian Brands, and European Brands. And it implies that country of origin effect may exist in USA automotive market. Comparison between modal classification by derived market structures and probabilistic classification by research model was conducted to test how model 3 can correctly classify respondents. The model classify 97% of respondents exactly. The result of this study is different from those of previous research. Previous research used confirmatory approach. Car type and price were chosen as criteria for market structuring and car type-price structure was revealed as the optimal structure for USA automotive market. But this research used exploratory approach without hypothetical market structures. It is not concluded yet which approach is superior. For confirmatory approach, hypothetical market structures should be established exhaustively, because the optimal market structure is selected among hypothetical structures. On the other hand, exploratory approach has a potential problem that validity for derived optimal market structure is somewhat difficult to verify. There also exist market boundary difference between this research and previous research. While previous research analyzed seven car brands, this research analyzed eleven car brands. Both researches seemed to represent entire car market, because cumulative market shares for analyzed brands exceeds 50%. But market boundary difference might affect the different results. Though both researches showed different results, it is obvious that country of origin effect among brands should be considered as important criteria to analyze USA automotive market structure. This research tried to explain heterogeneity of consideration sets among consumers using benefits and two demographic factors, sex and income. Benefit works as a key variable for consumer decision process, and also works as an important criterion in market segmentation. Three factors - trust/safety, image/fun to drive, and economy - are identified among nine benefit related measure. Then the relationship between market structures and independent variables is analyzed using multinomial regression. Independent variables are three benefit factors and two demographic factors. The result showed that all independent variables can be used to explain why there exist different market structures in USA automotive market. For example, a male consumer who perceives all benefits important and has lower income tends to consider domestic brands more than European brands. And the result also showed benefits, sex, and income have an effect to consideration set formation. Though it is generally perceived that a consumer who has higher income is likely to purchase a high priced car, it is notable that American consumers perceived benefits of domestic brands much positive regardless of income. Male consumers especially showed higher loyalty for domestic brands. Managerial implications of this research are as follow. Though implication may be confined to the USA automotive market, the effect of sex on automotive buying behavior should be analyzed. The automotive market is traditionally conceived as male consumers oriented market. But the proportion of female consumers has grown over the years in the automotive market. It is natural outcome that Volvo and Hyundai motors recently developed new cars which are targeted for women market. Secondly, the model used in this research can be applied easier than that of previous researches. Exploratory approach has many advantages except difficulty to apply for practice, because it tends to accompany with complicated model and to require various types of data. The data needed for the model in this research are a few items such as purchased brands, consideration set, some benefits, and some demographic factors and easy to collect from consumers.

• Journal of the Korean Operations Research and Management Science Society
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• v.40 no.1
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• pp.75-89
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• 2015

In recent years, attention to the high debt ratio in public institutions has pushed the government to make efforts in reducing the debt ratio. However, in order to stimulate the economy, the government needs drastically innovative measures that reduce debt by improving efficiency rather than moderate approaches that focus solely on debt reduction. Despite this need, no study has yet systematically analyzed the overall efficiency of domestic public institutions and identified the source of inefficiencies in each public entity. Therefore, largely two research questions are examined. First, this study compares the efficiency levels by types of public institutions. Second, this study identifies the cause of inefficiencies in each public institution and proposes directions for improving efficiency. Based on a 5-year data of 302 public institutions published in public business information systems and organizational websites from 2009 to 2013, Data Envelopment Analysis (DEA) was performed. The input variables include the number of employees and total costs while the output variables include sales and net income. Reflecting the characteristics of public institutions, the input-oriented CCR model and input-oriented BCC model were utilized. Analysis results are as follows. First, market-oriented public institutions showed the highest efficiency while fund management quasi-governmental agencies showed the highest inefficiency. Second, scale efficiency score was measured by applying the CCR model and the BCC model on the organizations with the lowest efficiency level, fund management quasi-governmental agencies. Based on these analysis results, the source of inefficiency and detailed directions for improvement were proposed for Decision Making Units (DMUs) with low CCR and BCC scores.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.17 no.4
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• pp.203-208
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• 2017

Recently, the youth unemployment becomes the significant social problems and various industry-university cooperation projects those reflect the job site oriented education are planned and fulfilled at the university in order to help graduates to get the job easily. These efforts, however, becomes job hunting failure or suffers lots of trials and errors without reflecting the correct circumstances of the job market properly. In this paper, we propose the business model for training the 4th grade students as a job site oriented software engineers in BLE fields through tight industry-university cooperation and fulfill the related project. After then, we search for the problems and failure factors of the business model through the correspondence strategy analysis for weaknesses and threat factors and propose the improved and successful business model.

• Proceedings of the Korea Society for Simulation Conference
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• 2005.11a
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• pp.19-24
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• 2005

Radio Frequency Identification (RFID) is a technology used to identify the physical objects and get information about the object on which the tag attaches from network. It is expected that RFID will lead IT market from human-oriented to object-oriented. Therefore, RFID technology and services will become wide-spread. But the system of RFID naming service is quite similar to the existing DNS facilities. So it has many weak points against to DDos attack. Furthermore if the MDS server Is under attack, there might be trouble of total RFID networks.In this paper, we propose a new detecting model to find attack traffic at local routers by using Management Information Base (MIB) which is optimized for RFID MDS server.