• Asia Marketing Journal
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• 제14권4호
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• pp.95-116
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• 2013

AMOREPACIFIC has rapidly grown to become a successful global brand by persistently seeking and achieving success in foreign markets. In 2011, AMOREPACIFIC was ranked as one of the global top 20 cosmetics companies. What makes AMOREPACIFIC's global success noteworthy is that AMOREPACIFIC challenged the France and the US market, where competition level is the toughest. Lolita Lempicka, AMOREPACIFIC's perfume brand, was chosen as one of the top seven most popular brands in the women's perfume market in France. In addition, Amorepacific, AMOREPACIFIC's namesake skincare brand, is currently recognized as a top prestige brand in the USA. Their success played a significant role as a bridgehead for AMOREPACIFIC in becoming a global cosmetics company. The main object of this case study is to analyze how AMOREPACIFIC became a global cosmetic company through building key brands such as Lolita Lempicka and Amorepafic, among others. Therefore, this study reviewed AMOREPACIFIC's unconventional approach in launching Lolita Lempicka in France, and Amorepacific in the US by focusing on how they foresaw the future opportunities and employed innovative marketing strategies. Specifically, we focused on Amorepacific's marketing strategy under the critical period when AMOREPACIFIC achieved great success in France with Lolita Lempicka (between 1997 and 2004) and in US with the brand, Amorepacific (2003-2008). The case of AMOREPACIFIC's success in the global markets can give valuable lessons to companies that want to extend their businesses to foreign countries and ultimately become global. One such lesson is the importance of building a successful pioneer brand in a powerful bridgehead market. While domestic competitors first entered into less competitive markets such as those in South-East Asia, AMOREPACIFIC challenged the toughest markets such as the French and US markets where the incumbent companies waged the most intensive and severe battles against Lolita Lempick and Amorepacific. Through the success in France and US market, however, AMOREPACIFIC built a powerful base for its successful global expansion. Another valuable lesson is the importance of foresight in uncovering great opportunities hidden behind the trends without losing focus on the brand's core character and values. Lolita Lempicka and Amorepacific showed excellence in foresight competition, which led them to succeed against the intense competition from Goliath companies. If Lolita Lempicka and Amorepacific had just followed the popular market trend at the time, they would have never succeeded.

• 지식경영연구
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• 제11권2호
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• pp.153-162
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• 2010

The knowledge of market and customer is widely accepted as one of the key information for the success of the business. To acquire market and customer knowledge, managers need to understand internal environment of their organization. Using data from Korean trading firms, this research aims to determine the internal environment of an organization enabling an effective acquirement of market and customer knowledge.

• 아태비즈니스연구
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• 제12권4호
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• pp.107-134
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• 2021

Purpose - Korean firms have entered the Mongolia, the world's top 10 resource rich country with huge market potential, since the diplomatic relations between Korea and Mongolia were established in 1990, but little is known about Korean firms' entry strategy in the Mongolian market. With this background, this study aims to investigate the seven cases of Korean firms doing business in Mongolia (SK Telecom, Samsung S1, T-Money, E1 Energy, Cafe Bene, E-Mart, and CU). Methodology - this study is based on numerous primary and secondary data about the Mongolian market, as well as Korean firms in Mongolia. Findings - the following three implications were derived from our case analysis: first, when entering into Mongolia, a thorough analysis of political and social risks and a good understanding of institutional voids should be preceded. Second, for this reason, entering through cooperation with local partners, such as joint ventures or franchising, is expected to increase the possibility of success. Third, unlike in the early days of Korean firms in Mongolia, the business environment in Mongolia has become more stable and predictable, and a friendly atmosphere for Koreans and Korean firms is forming, increasing the possibility of success and settlement of Korean firms. Research implications - this study contributes to extant literature by providing more systematic research on Korean firms in Mongolia and by presenting practical implications through the analysis of success and failure cases of Korean firms in the Mongolian market.

• 한국산학기술학회논문지
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• 제12권10호
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• pp.4314-4321
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• 2011

본 연구의 목적은 유럽 기업들의 아시아시장 진출 및 확장단계에서의 기업전략을 유럽의 대표적인 수출국가인 독일 기업들의 아시아시장 초기진입전략을 통해 살펴보고 진출대상국가로서의 한국시장이 제공하는 장, 단점을 알아보도록 한다. 더 나아가서 타 외국기업들의 한국에 대한 투자를 증가시킬 수 있는 방안을 제시하고자 한다. 이를 위해 제 2장에서는 독일기업들이 아시아시장 진입전략에 대한 이론적 배경을 살펴보고 제 3장에서는 연구방법 그리고 제 4장에서는 사례분석을 하였다. 제 5장에는 결론과 시사점으로 되어있다.

• 한국시스템다이내믹스연구
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• 제2권2호
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• pp.119-134
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• 2001

Since 1998, government-led Korean venture business boom now proceeds into the stage of market-oriented venture business growth. At such a moment, this research is to clarify the relations between the success factors of Korean venture businesses, based on domestic and foreign documentary surveys and inquiry surveys over domestic venture businesses. This research starts from the necessity to overcome the limits of the existing researches by uni-dimensional probing research into success factors of Korean venture businesses and to manifest the multi-dimensional relations between the success factors from the various viewpoints. And this research adopts System-Dynamics methodology to manifest and utilize relations among those factors, avoiding the existing metrical approaches. This research can be called a new approach to the current ecosystems of Korean venture in which whether venture businesses success in Korea is considered to depend on the list on the stock market. For this, this research implemented verification analysis through the simulations of each factor at various levels to build causality map which clarifies the causality of success factors of venture businesses through the System-Dynamics methodology and to utilize it as a way of supporting tool for decision-making of venture businesses. This research will be able to suggest the reactions depending on various internal and external situations. This research tried to manifest the causality map of each factor on the basis of inquiry surveys and documentary surveys to verify feedback among each factor by the SD methodology. This research will be a basis bolster up the still fragile substructure of venture businesses through an efficient analysis framework using the verification of SD methodology and resulting outcomes from this research.

• 한국시스템다이내믹스학회:학술대회논문집
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• 한국시스템다이내믹스학회 2001년도 추계학술대회발표논문집
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• pp.3-14
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• 2001

Since 1998, government-led Korean venture business boom now proceeds into the stage of market-oriented venture business growth. At such a moment, this research is to clarify the relations between the success factors of Korean venture businesses, based on domestic and foreign documentary surveys and inquiry surveys over domestic venture businesses. This research starts from the necessity to overcome the limits of the existing researches by uni-dimensional probing research into success factors of Korean venture businesses and to manifest the multi-dimensional relations between the success factors from the various viewpoints. And this research adopts System-Dynamics methodology to manifest and utilize relations among those factors, avoiding the existing metrical approaches. This research can be called a new approach to the current ecosystems of Korean venture in which whether venture businesses success in Korea is considered to depend on the list on the stock market. For this, this research implemented verification analysis through the simulations of each factor at various levels to build causality map which clarifies the causality of success factors of venture businesses through the System-Dynamics methodology and to utilize it as a way of supporting tool for decision-making of venture businesses. This research will be able to suggest the reactions depending on various internal and external situations. This research tried to manifest the causality map of each factor on the basis of inquiry surveys and documentary surveys to verify feedback among each factor by the SD methodology. This research will be a basis bolster up the still fragile substructure of venture businesses through an efficient analysis framework using the verification of SD methodology and resulting outcomes from this research.

• Asia pacific journal of information systems
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• 제17권2호
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• pp.1-28
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• 2007

The success of new product development is a key factor for getting competitive advantages. Marketing research has been investigating marketing capability, manufacturing technical capability, cross-functional integration, market knowledge competence, market orientation, and competitive environment as the key success factors of new product development. Recently, the role of IT infrastructure in enhancing new product advantage is assumed in the literature. However, the empirical studies on the role of IT infrastructure are lacking. The purpose of this study is to empirically exam the impacts of IT infrastructure on new product competitive advantage. In this study, IT infrastructure is conceptualized as the flexibility of IT infrastructure. Based on previous research, a conceptual model is established by incorporating the direct impact of IT infrastructure flexibility and its indirect impact through the key success factors on new product development. To empirically test the research model, data are surveyed from a pair of IS department and Marketing department of 92 consumer goods manufacturers. By employing PLS technique, the measurement reliability and reliability of research variables are tested and the path analysis is conducted to do the hypothesis testing. The path analysis shows that IT infrastructure flexibility has no direct effect on new product advantage, However, the indirect effect of IT infrastructure is found, which is mediated by marketing capability, manufacturing technical capability, cross-functional integration, and market orientation respectively. Hence, The flexible IT infrastructure increases cross-functional integration (H1), market orientation (H3), marketing capability (H5), and manufacturing technical capability (H6). All success factors of new product development excepts for competitive environment have a positive association with new product competitive advantages (from H10 to H14). Finally, the path from IT infrastructure flexibility to cross-functional integration, to market orientation, to market knowledge capability, and to new product advantage is found as the strongest path. These results indicate that the flexible IT infrastructure enhances information sharing with multiple departments and collaboration within a distributed innovation environment. The collaboration among departments positively affects the level of customer and competitor intelligence. The ability to obtain knowledge about customers and competitors makes firms to adapt to a changing environment quickly and to respond to customers' demands adequately. The flexible IT infrastructure also enhances the capability of organization to more rapidly respond to the changes in product design resulting in faster product development and reduced costs. In addition to, it enhances marketing capability by the two-way communications with customers and the analyses of various kinds of customer data. In brief, the finding of this study suggests that the flexible IT infrastructure allows many firms to pursue sustained new product competitive advantages. This study advances research on IT infrastructure in two important aspects. First, by Integrating marketing research and IS research, this study develops a conceptual model on the role of IT infrastructure in enhancing new product advantage. Second, it empirically finds the indirect impacts of IT infrastructure on new product advantage, which confirms the potential for the IS field to contribute to new product development research. The limitations of this study are also discussed to provide research directions for future research.

• 한국프랜차이즈경영연구
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• 제2권1호
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• pp.1-45
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• 2011

프랜차이징은 창업 촉진, 고용 창출 및 경제발전 측면에서 매우 효과적인 전략으로 세계 각국은 관련 법규 마련 및 발전 계획 수립을 통해 프랜차이즈 산업을 육성, 지원하고 있다. 베트남은 2005년 6월 프랜차이즈 관련 법규를 마련하고, 2009년 WTO 가입으로 프랜차이즈 분야 100% 외국인 단독투자를 허용하여 프랜차이즈 산업 활성화 기반을 확대하였다. 아울러 베트남은 경제발전에 따른 소득증가, 서구식 생활패턴의 확산 등으로 프랜차이즈 산업이 급속히 발전되고 있고, 많은 글로벌 프랜차이즈 기업들이 앞 다투어 진출하고 있는 유망시장이나, 지금까지 베트남 프랜차이즈 시장 진출과 관련된 국내의 연구는 전무한 실정이다. 따라서 본 연구에서는 베트남에 성공적으로 진출한 국내외 기업들의 사례 분석을 통해 베트남에 진출하려는 우리의 후발 기업들에게 효과적 진출 전략과 성공 요인을 제시하고자 한다. 연구결과, 베트남 시장에 성공적으로 정착한 기업들은 각자의 기업 특성과 강점에 맞는 마케팅 전략을 전개하였으며, 공통적인 핵심 성공 요인들은 1) 선발주자이점의 최대한 활용, 2) 과학적 시장조사를 통한 현지화, 3) 철저한 위생 안전 관리, 4) 선직영, 후가맹 전략, 5) 타국에서의 성공, 실패 경험 벤치마킹 등으로 나타났다.

• 한국조리학회지
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• 제11권4호
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• pp.134-149
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• 2005

First, generally the more business employ the financial and non financial outcome analysis for evaluation process, the higher the success rate of new product development becomes in the domestic restaurant market. Second, the study shows that the financial outcome tends to be considered more than non financial outcome on deciding success of the new product development. Third, it is indicated that although detailed plans have a large impact on the outcome of new product development, communication between departments within a company is not a considerably important factor for deciding success of the new product. Fourth, 'market environment' has significant influence on deciding adoption level of financial and non financial outcome analysis, organizational resources and culture.

• Asian Journal of Innovation and Policy
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• 제1권1호
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• pp.71-91
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• 2012

The purpose of this study is to identify the major determinants of performance of the R&D alliances, with an aim toward raising the success rate in cooperative relationships. In particular, this study assesses whether the success factors of purchasing relationship identified in the literature apply equally to SMEs in Korea. The results of this study indicate that inter-firm cooperation, experienced cooperation, and efficiency of government support have positive impacts on the purchase rate of new products. On the other hand, R&D intensity and resources of competencies of the firm do not influence it. Additionally, market attractiveness does not moderate the effects of the five independent variables on the purchase. The extracted determinants according to the results of surveys give valuable and practical hints to the SMEs when they make a decision on their R&D alliances with large enterprises.