• 동아시아경상학회지
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• 제4권1호
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• pp.16-21
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• 2016

This study analyzed the successful case of Naver LINE's entry into the Japanese market. LINE pursued a strategy of establishing its dominance early on and implemented localization for Japan and thereby achieved success in the Japanese market. The various strategies adopted by LINE allowed it to win over 80% of the market share in Japan and function as a nationally ubiquitous mobile messenger. The conclusions to be drawn from our LINE analysis is that LINE must implement localization strategies suited to the characteristics of each country, as it had done successfully in Japan. In the Asian region, it should retain the platform that provides various contents while pursuing a localization strategy to secure competitive edge, by offering emoticons suitable for each country, such as Ramadan emoticons in Islamic regions.

• The International Journal of Costume Culture
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• 제7권1호
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• pp.48-57
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• 2004

The purpose of this study is to investigate how three factors--designer's capability, product market strategy, and product organization--supposed to determine the design process are related to each other. These factors influence Korean knitwear companies' market performances. For this purpose, we did not only library research on relevant theories such as the transaction cost economics but also empirical research largely based on a questionnaire. The respondents of the questionnaire were 59 designers, merchandisers(MDs), and top managers of knitwear companies located in Seoul. We analyzed the collected questionnaire data by using such statistical tools as χ²-test, t-test, and one-way ANOVA. Findings of this study were as follows. While there was a significant relation between organization form and designer's capability, no significant difference in designer's capability was found between trust enhanced network and unenhanced network. No significant relation was found between organization form and product market strategy, in discordance with Carney's arguments. Also, it appeared that there was no significant relationship between knitwear companies' product market strategies and their designers' capabilities.

• 경영과정보연구
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• 제30권4호
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• pp.147-173
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• 2011

본 논문은 효율적 시장가설의 이례현상(anomalies)의 하나인 주가의 시계열 상관성과 관련하여 과거의 주식수익률(price change)과 함께 주가수준(price level)을 이용한 투자전략들의 성과에 초점을 맞추어 어떤 투자전략이 지속적으로 유의하며 경제적 유용성을 지니고 있는가를 검증하고 정성적으로나마 그 원인이 무엇인지를 도출하고자 한 것이다. 전체 표본기간을 대상으로 한 연구에서는 수익률 이용 반대투자전략(이후 JT반대투자전략)과 연중최고가 이용 반대투자전략(이후 GH반대투자전략)은 12개월 보유기간에서 각각 월평균 0.49%와 0.28%의 통계적으로 유의적 성과를 보였으며 나머지 보유기간에서는 비유의적인 양(+)의 값을 나타내었다. 쌍대비교 검증으로 두 투자전략의 우수성을 검증한 결과는 GH승자포트폴리오에서 JT반대투자전략이 월평균 0.50%를 시현하여 모든 JT포트폴리오들에 대하여 유의적인 설명력을 갖지 못한 GH반대투자전략보다 우수한 것으로 확인되었다. 이러한 결과들만 두고 본다면 1988년부터 2000년까지를 표본으로 한 안재욱, 김영빈(2004)의 선행 연구결과와 다소 상반되는 것이다. 그러나 체계적 위험을 고려한 위험조정수익률로 성과를 산출하면 6개월 보유 JT반대투자전략과 GH반대투자전략의 성과는 0.09%와 042%로 서로 엇갈리나 통계적으로 유의성을 갖지 못하고 반대투자전략이 유의적으로 나타난 12개월 보유기간 두 반대투자전략의 성과 역시 0.22%와 -0.06%로 유의적이지 못한 결과를 실현하여 두 방식 모두 반대투자전략이 유효한 투자전략이 될 수 없다는 사실을 확인하였다. 이를 명확히 하기 위하여 베타를 통제한 후 반대투자전략을 실행하여 검증한 결과 JT반대투자전략의 성과 검증결과는 베타의 크고 작음에 상관없이 유의적인 양(+)의 성과가 확인됨으로써 사후적인 역사적 베타에 의한 위험조정수익률의 산정과 활용에는 한계점이 있음을 알 수 있다.

• 한국벤처창업학회:학술대회논문집
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• 한국벤처창업학회 2021년도 춘계학술대회
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• pp.33-42
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• 2021

Based on the findings of Lee et al.(2020) and Lee & Oh(2021), this paper aims to fill the gap in our knowledge regarding the relationship between strategic choices and corporate growth by utilizing a novel dataset of 'Unicorn' and 'Hyper-growing' companies. Two previous studies provide coherent findings that the relationship between firms' strategies and their performance should be explored under a more comprehensive framework with consideration of both internal and external factors. Therefore, in this study, we apply a single conceptual framework to two different datasets, which considers the strategy factors as independent variables, and the industry(market) and the firm age as moderating variables. For our dependent variables, valuations for unicorn companies and revenue CAGR for hyper-growing companies are used after categorizing them into three uniform groups. The strategy variables include 'Generic (Cost-leadership, Differentiation, focus) strategies', 'Growth(Organic, M&A) strategies', 'Leading(Pioneer, Fast-follower) strategies', 'Target market(B2B, B2C, B2G, C2C) strategies', 'Global(Global, Local) strategies', 'Digital(Online, Offline) strategies.' For industry(market) factors, it consists of historical growth rate for industries and economic, demographic, and regulatory aspects of states and countries. To overcome the differences in their units, they are also uniformly categorized into multiple groups. Before we conduct a regression analysis, we analyze the industry distribution of the 'Unicorn' and the 'Hyper-growing' companies with descriptive statistics at the integrated and individual levels. Next, we employ hierarchical regression models on Study A('Unicorn' companies in 2019) and Study B('Hyper-growing' companies in 2019) under the same comprehensive framework. We then analyze the relationship between the 'strategy' and the 'performance' factors with two different approaches: 1) an integrated regression model with both the sample of Study A and B and 2) respective regression models on Study A and B. This empirical study aims to provide a complete understanding and a reference to which strategy factors should be considered to promote firms' scale-up and growth.

• Asia Marketing Journal
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• 제17권4호
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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.

• The Journal of Asian Finance, Economics and Business
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• 제8권7호
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• pp.365-373
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• 2021

This paper investigates the presence of momentum profits in the Saudi stock market. The study applied a quantitative method by utilizing monthly closing prices of 194 listed firms on Tadawal (Saudi Stock Market). The data from January 2010 to February 2019 is taken from the Tadawal market database for analysis. The sample is further divided into two equal sub-samples based on the structural changes that occurred in the Saudi stock market. Moreover, the high- and low-value traded portfolios are also constructed to examine the presence of momentum profits. Sixteen investment strategies are formed for each sample. The results show a very strong presence of momentum profits in the Saudi stock market for the full sample as well as for the sub-samples. The momentum profits are observed for a longer investment horizon. The results confirm that the short or medium-term formation of portfolios produces negative momentum returns for high-value traded stocks. The low-value traded stocks portfolios give similar results to the full sample results in terms of momentum profits. The results suggest that an investor should keep an eye on the past performance of desired stocks for at least three-nine months in which they are willing to invest.

• 한국사회복지학
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• 제54권
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• pp.321-345
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• 2003

오늘날 개인이 소득을 획득하는 주된 원천은 노동시장이지만, 가구 내에서의 재분배나 사적 이전, 공적 이전 또한 개인에게 소득을 제공하는 소득원이다. 이 연구는 개인 소득의 안정성이 가족 국가 공동체라는 소득원에 따라 어떻게 변화하는가를 분석하는 것을 목적으로 한다. 이러한 분석은 사회복지의 제공주체들이 제각기 작동시키는 사회복지의 논리와 그 결합구조를 파악하려는 시도의 하나라는 점에서 중요할 뿐 아니라, 지금까지 주로 분석되어 오지 않았던 사회보장제도의 또 다른 목표, 즉 소득안정성에 초점을 맞추고 있다는 점에서 의의가 있다. 분석결과 가구 구성의 안정성은 개인이 소득의 안정성을 확보하는데 매우 중요한 역할을 수행하고 있으며, 사적 이전과 공적 이전은 가족으로부터 소득 안정성을 확보하기가 상대적으로 어려운 인구집단에게 특히 유용한 것으로 나타났다. 그러므로 소득의 안정화를 위한 공동체나 국가의 역할은 노동시장의 유연화와 가구 구성의 안정성 약화가 지속적으로 가속화되고 있는 현 시점에서 매우 크다고 할 수 있다.

• Asia Marketing Journal
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• 제8권3호
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• pp.101-121
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• 2006

본 사례는 덴마크에 본부를 두고 있는 다국적 기업인 그런포스 그룹이 산업재 펌프시장의 후발업체로 한국시장에 진출하여 현지화 및 차별화 마케팅 활동을 통해 한국 펌프 시장에서 선도적 지위를 획득하기까지의 성공적인 전략에 대해 분석하고 있다. 그런포스 그룹은 국제적인 제품 표준화와 더불어 자회사가 설립된 지역시장의 다양성을 인정하고 각 자회사에 충분한 재량권을 부여함으로써 현지 시장에 적합한 차별화된 판매 전략을 수립할 수 있도록 하였으며, 특히 본 사례가 다루고 있는 한국그런포스펌프(주)는 그런포스 그룹의 현지법인 중 가장 짧은 시간에 성공적 현지화를 이루어낸 모범사례로 주목받고 있다. 한국그런포스펌프(주)는 첫째, 고 품질과 일관성 있는 가격 정책으로 제품에 대한 신뢰를 획득하여 후발주자의 한계를 극복하고, 지속적인 신제품 아이디어로 시장 확대를 이루어 왔으며 둘째, 제품 차별화 뿐 아니라 브랜드 차별화를 통해 산업재 시장에서 이례적이라고 할 수 있는 높은 브랜드 인지도를 구축하였고, 이를 위하여 다양한 유형의 고객집단을 대상으로 창의적인 마케팅 활동을 실시하였다. 본 사례는 특히 한국그런포스펌프(주)의 브랜드 자산 구축 및 고객관계 관리를 위한 차별적 마케팅 활동에 초점을 맞추고 있다.

• 한국의류학회지
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• 제27권9_10호
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• pp.1081-1092
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• 2003

The purpose of this study was to identify the current situation of textiles and apparel firms in the overseas markets and to examine the relationship between firms' characteristic(i.e., sales volume) and international marketing strategies. A random sample of 311 textiles and apparel firms were selected. The survey design method was used to test conceptual framework. Adjusted response rate was 33.4%(n=115). Descriptive analysis (i.e., frequency, percent) and $\chi$$^2$-test were used for data analysis. About the current situation of textiles and apparel firms in the overseas markets, the motivation for international market entry was highly found to expand their operation from domestic to international market, and most firms were found to be involved with OEMs(Original Equipment Manufacturers) as an entry mode for international market. China and US market were the most popular market among Korean textiles and apparel firms. Product differentiation strategy, pricing strategy based on manufacturing cost and buyer's offering price, place strategy using foreign buyers and participating a few international exhibition were frequently used among Korean textiles and apparel firms for international marketing. Among textile firms, sales volume was related to product strategies(product development), price strategy(buyer's offer) and place strategy(channel). Among apparel firms, product strategy(product labeling), price strategy(price satisfaction). The findings of this can be used when Korean textiles and apparel firms do strategic planning and evaluate the international marketing strategies. Also information and results of this study may assist policy makers to develop better ideas and strategies for textiles and apparel industry.

• 유통과학연구
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• 제10권11호
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• pp.71-77
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• 2012

Purpose - This study examined marketing communication in traditional markets by assessing consumers demonstrating brand loyalty through repeat purchases despite active marketing by competing brands hence, showing that the brand did not lose customers owing to communication. Specifically, this study examined the effects of marketing communication factors in traditional markets upon consumers' store loyalty and to determine consumers' practical and hedonic values, as moderating variables. Moreover, this study determined that both experienced and inexperienced consumers in traditional markets could similarly assess the market and examined the outcome of traditional market development as well as future strategies. Research design, data, methodology - To verify the relationship between marketing communication and store loyalty, and the moderating effects of shopping value, data were collected from 230 consumers in the Gyeonggi Province to test the theoretical model and its hypotheses. Although the field of distribution management typically uses two research methodologies, this study was conducted using empirical methodology. Specifically, analysis of variance and hierarchical regression analysis were used to test the hypotheses. Results - Consumers who had experienced the traditional market placed a greater emphasis on the physical environment or word-of-mouth marketing. Moreover, other factors apart from advertising had a significantly positive influence upon marketing communication sub-factors and store loyalty. Word-of-mouth marketing was found to be more important than other factors, therefore affirmative word-of-mouth marketing was considered important from various viewpoints. The study investigated the moderating effects of hedonic value and practical use value in the relationship between marketing communication sub-factors and store loyalty: The negative influence of publicity, physical environment, and word-of-mouth marketing was considered to be statistically significant. Conclusions - Consumers who made use of the traditional market did not think of the physical environment in an affirmative way, and consumers who did not make use of the traditional market perceived it as having a poor physical environment. However, consumers who engaged in word-of-mouth marketing experienced the traditional market in an affirmative way. Consumers who made use of the traditional market had significantly high hedonic value and/or practical use value, therefore future strategies should encourage consumers to make more use of the traditional market. Consumers who had experienced the traditional market demonstrated strong market loyalty. For consumers who did not make use of the traditional market, marketing communication was likely to influence store loyalty in a different manner from a practical perspective. In other words, marketing communication was needed to develop the traditional market, and consumers who did not make use of the traditional market should be given the opportunity to do so. Consumers having low hedonic values experienced high publicity to have high store loyalty, and consumers who experienced good facilities of the traditional market had high store loyalty (Nam & Jun, 2011). Consumers with low hedonic values as well as those with high hedonic values on the traditional market could have high store loyalty through affirmative word-of-mouth marketing.Therefore, various types of events and strategies were needed to enable consumers to experience the traditional market in an affirmative way.