• 한국의류학회지
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• 제28권12호
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• pp.1632-1643
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• 2004

표적마케팅의 성공은 세분시장에 대한 질적 파악이 크게 좌우하며, 세분시장의 질적 파악에는 효율적인 세분화기준이 절대적으로 필요하다. 따라서 보다 효율적인 세분화기준을 발견하고 그 기준에 의해 세분된 시장의 특성에 대한 질적인 데이터 구축을 위한 연구가 지속적으로 이루어져야 할 것이다. 이에 본 연구에서는 화장품소비자들의 구매성향에 따른 화장품시장 세분화의 가능성을 확인해 보기 위하여, 화장품 구매 성향의 특징에 따라 분류한 집단별 화장품 구매행동과 불평행동 및 인구통계적 특성을 분석하였다. 질문서를 이용한 조사연구법에 의해 이루어진 본고의 결론 및 제언은 다음과 같다 : (1) 화장품 소비 성향에 따라 "가격지향형", "정보추구형", "브랜드지향형" 등 3집단으로 분류되었으며, 인구통계적 특성과 화장품 쇼핑 성향간에 유의한 차이가 있었다. 가격지향형 집단에는 40대와 30대, 브랜드지향형 집단에는 20대와 30대, 정보추구형집단에는 20대가 많이 포함되어 있으며, 30대는 가격지향형과 브랜드지향형으로 양분되는 경향을 보였고, 20대는 브랜드지향형과 정보추구형으로 양분되는 경향을 보였다. 따라서 쇼핑성향이 고려되지 않은 연령별세분화는 그다지 효율적이지 못할 것이라 사료된다. (2) 세 집단 모두가 화장품의 브랜드 이미지를 형성하는 가장 중요한 요인은 성능 및 효과라고 응답하였으며, 가격을 이미지 형성요인으로 가장 많이 중요시하는 집단은 정보지향형 집단, 광고를 가장 많이 중시하는 집단은 브랜드 추구형 집단이었다. (3)만족도가 가장 높은 진단은 브랜드 추구형 집단이었으며, 가격지향형의 만족도가 가장 낮았다. 가격지향형 집단이 다른 두집단보다 불평행동을 취하는 정도가 낮았고, 정보지향형 집단이 다른 두집단보다 더 활발한 불평행동을 취하는 것으로 나타났다. 따라서, 정보지향형과 브랜드지향형 집단의 경우에는 서비스회복의 만족도론 높혀주는데 주력하고, 가격지향형 집단의 경우에는 불평행동이 보다 적극적으로 취해질수 있도록 유도하는 마케팅 전략을 서비스 회복 전략과 함께 구사하는 것이 보다 효과적 일 것이라 생각된다.

• 한국콘텐츠학회논문지
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• 제11권12호
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• pp.870-883
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• 2011

본 연구의 목적은 제조기업에서 시장지향성과 신제품성과간의 관계에서 어떤 변수들이 매개적 영향관계를 미치는지 규명해 보는 것이다. 이러한 연구목적을 달성하기 위해 선행문헌에 관한 종합적인 고찰 결과를 토대로 국내제조기업의 시장지향성과 신제품성과를 매개하는 제품품질, 직원만족, 혁신속도 등의 세 가지 요인을 도출하였고, 이들 간의 순환적인 관계에 대한 구조분석을 위해 연구모형과 가설을 수립하였다. 국내 100개 식품 및 제약기업(사업부)으로부터 수집된 자료 159부를 바탕으로 Amos12.0K에 의해 구조모델을 분석하였다. 분석결과는 다음과 같이 요약된다. 첫째, 시장지향성 강화를 통하여 제품품질, 직원만족, 혁신속도가 높아지는 것으로 나타났다. 둘째, 직원만족, 혁신속도가 높아질수록 신제품성과가 높아지는 것으로 나타났다. 셋째, 직원만족이 높으면 제품품질과 혁신속도가 높아지는 것으로 나타났다. 이러한 연구결과를 통해 향후 제조기업들은 시장지향성을 더욱 강조하고 이와 관련된 제품품질, 직원만족, 혁신속도의 매개변수들의 작용을 이해함으로써 더 높은 신제품성과를 얻을 수 있을 것으로 기대된다.

• 문화경제연구
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• 제17권2호
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• pp.29-62
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• 2014

대표적인 지식기반산업, 창조산업으로 인식되고 있는, 문화콘텐츠 산업의 하나인 게임산업은 전통적인 제조업의 해외진출과는 달리, 제품 혹은 프로젝트 기반으로 해외진출에 대한 전략과 성과가 달라진다. 따라서 이에 대한 접근도 각각의 콘텐츠 단위로 달리해야 하며, 어떠한 요인들로 인해 이들의 해외진출 의사결정과 결과가 달라지는지 살펴볼 필요가 있다. 이에 본 연구에서는 게임 산업에서 해외시장 진입 선택에 영향을 미치는 '전략적 지향성' 요인을 중심으로, 이들의 선행변수 및 후행변수에 대해 살펴보고자 한다. 본 논문에서는 팀 단위(team level)로 제품이 개발되어 각각의 해외시장별로 어떠한 전략적 지향성을 띄며 진입유형 선택에 이르게 되는지 살펴보기 위해 온라인 게임 252개의 케이스를 가지고 살펴봤다. 본 연구결과에 따르면, 팀 흡수역량이 혁신지향성에 미치는 관계를 제외한 모든 잠재변수들(창의성, 흡수역량, 시장지향성, 혁신지향성, 해외시장 성과)간의 인과관계가 유의하게 나타났다. 본 연구는 창의성과 흡수역량, 시장지향성 및 혁신지향성을 해외시장 진입 방식과 통합적으로 연결시킴으로써 기존의 전략 및 국제경영 관련 이론들을 보충하고, 문화콘텐츠 상품의 해외진입(배급) 전략을 설명하기 위한 이론적 및 실무적인 시사점을 제공해준다.

• 유통과학연구
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• 제17권9호
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• pp.35-45
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• 2019

Purpose - This study analyzes the relationship between inter-function coordination variables, competitor, customer and innovation orientation that has been developed by Narver & Slater (1990), also known as Market Orientation Strategy on SME Sutera's marketing performance, through direct and indirect effect relationships. Research design, data, and methodology - This study uses a sample of 168 respondents who are silk SME entrepreneurs in eleven Silk Craftsman sub-districts in Wajo Regency - South Sulawesi Province, Indonesia. Data collection using a questionnaire with a period between January - June 2019. Data analysis use PLS. The stages of testing the results of analysis go through several stages: the first stage, analysis of variable descriptions, the goodness of fit model (AVE, CR, Cronbach Alpha, R²) and hypothesis test. Results and Findings - From the fifteen hypothesis by direct and indirect effect state six hypothesis are rejected and eleven hypothesis are accepted. Overall, the concepts of Resource Based View theory (RBV) and Structure-Conduct- Performance theory (SCP) also provide a strategic picture for businessmen related to product innovation and service innovation and the urgency of regeneration in order to maintain the continuity of superior products in the future.

• The Journal of Asian Finance, Economics and Business
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• 제8권10호
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• pp.65-76
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• 2021

This study aims at investigating the effect of product innovation accounting on the market success of instant food and convenience food businesses in Thailand with customer response capability as the mediator. In addition, it examines the effects of management accounting systems, marketing intelligence, and technology orientation on product innovation accounting. The sample for this study is 258 instant food and convenience food businesses in Thailand. To test the research relationships, a structural equation model is used. The results of this study show that product innovation accounting has a significant effect on both customer response capability and market success. Similarly, customer response capability significantly leads to market success while it mediates the product innovation accounting-market success relationship. Testing the antecedents of the research relationships, management accounting system, marketing intelligence, and technology orientation potentially affect product innovation accounting. Accordingly, product innovation accounting is a key source of competitive advantage. Product innovation accounting must be recognized by company management as a strategic tool for competing in markets and environments. They must invest their resources and capabilities to create and develop product innovation accounting principles, as well as encouraging their staff to implement and use these principles in the workplace.

• 한국병원경영학회지
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• 제5권2호
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• pp.1-21
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• 2000

This study was to examine the degree of market orientated effort by hospital type and size,. and analyzed the moderating effect of environments between market orientation and it's performance. First, there was no significant differences by hospital type, such public hospital, university hospital, and private hospital. However, the orders of market orientation implementation was university hospital. private hospital, and public hospital This finding suggest that university hospital and public hospital, should be market-oriented, or customer-oriented more now, relatively. Second, there were no significant differences in marketing as management policy by hospital types, i.e. public, university or private sector hospitals. However, as to the intensity of the implementation of the market-oriented approach, private hospitals came first, followed by the university hospitals, then the public ones. This finding suggests that university and public hospitals should be more market or customer oriented to compete in the market. Third, only the competitive environment does active moderating roll on hospital performance. The competitive environmental factor forces the organization to be more market oriented. This means the more you are positively situated in the competitive environment, the more you are looking for a market oriented approach. You become more aware of the value of customers and you become more focused on the customer satisfaction and thus become more patient oriented in every facet of decision making. And market oriented hospitals recognize the importance of utilization of high tech medical treatment skills and equipment in patient care. Fourth, according the analysis, market oriented effort gives more influence on hospital performance than the environmental factors. This means that the market oriented effort should become a culture of the hospital which seeks to out distance themselves from its competitors.

• 패션비즈니스
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• 제15권3호
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• pp.1-21
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• 2011

This study is designed to identify how Demographic Factors affect Fashion Orientation(value), Fashion Response, and Buying Criteria. A total of 355 usable data was collected from housewives in three metropolitan cities(Seoul, Daejeon, Sungnam) in Korea. Young housewives who have one child are a market segment whose buying power is recognized by both the retailers and the market. The housewives' fashion orientation consists of four categories : social orientation, practical orientation, political orientation, and aesthetic orientation. The housewives' fashion response is classified into three areas : self conscious, self esteem, and self monitoring. The criteria of buying children's wear consists of nine components. As a result, the key reason for buying children' wear was 'attractive design'. Research result showed that POLITICAL ORIENTATION(SE beta=.229, p<.001) was more effective than AESTHETICS ORIENTATION(SE beta=.203, p<.001), for enhancing SELF-CONSCIOUS RESPONSE and SELF-ESTEEM RESPONSE. Therefore, this study suggests that the key factor for understanding trend can be a human self concept, consciousness, values, and orientation. The housewives' fashion orientation is responsible for 18.7% of BRAND ROYALTY(F = 20.172, p<.001) from among nine buying criteria. More poignantly, POLITICAL ORIENTATION covered 66.9% of selection of BRAND ROYALTY, and it explained 34.6% of selection of DESIGN among nine buying criteria. Thus, it showed that POLITICAL ORIENTATION(SE beta=.331, p<.001) is more effective than SOCIAL ORIENTATION(SE beta=.146), for upgrading BRAND ROYALTY. In addition, it showed that POLITICAL ORIENTATION(SE beta=.238, p<.001) is more effective than AESTHETICS ORIENTATION(SE beta=.040) for upgrading DESIGN evaluation. Housewives' fashion orientation, and fashion response are differentiated by demographic factors, such as occupation, women's career, husband' job, income, and location related to social status.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.473-483
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• 2020

Internationalization of SMEs has gathered pace in recent times with falling trade barriers and rising world trade encouraging small firms to seek profits and growth in foreign markets. This has attracted the attention of researchers, and several studies have been conducted in Western nations on the factors influencing the process of SME internationalization. However, hardly any study has been done on SME internationalization in the Gulf Cooperative Council (GCC) region, thus leaving a gap in the literature. This study investigates the influence of four factors, namely, human capital, network competency, entrepreneurial orientation, and market volatility on the degree of internationalization of SMEs in Oman. The study employs survey data collected from 150 SME owners and managers using a structured questionnaire having 27 items, and has been analyzed using correlation and logistic regression, as the dependent variable is binary in nature. The results reveal the impact of the chosen variables on the degree of internationalization of SMEs. The findings of the study suggest that network competency has the highest impact on degree of internationalization of Omani SMEs, followed by human capital and entrepreneurial orientation, while market volatility, though insignificant, moderated the relationship between entrepreneurial orientation and degree of internationalization of Omani SMEs.

• 한국콘텐츠학회논문지
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• 제16권10호
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• pp.326-337
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• 2016

본 연구는 중소기업을 대상으로 기업가 정신과 시장 지향성이 기업의 성과에 미치는 역할을 중점적으로 살펴보고자 하였다. 이러한 연구 목적을 달성하기 위하여 울산 및 경남지역에 있는 500개의 중소기업을 대상으로 설문지를 배포하였고 회수된 설문지 중 183부에 대한 분석을 PLS 2.0 통계 패키지를 이용하여 실시하였다. 분석결과는 다음과 같다. 먼저, 기업가 정신이 기업성과에 미치는 영향에 관한 가설은 모두 기각되었다. 둘째, 기업성과에 미치는 시장지향성의 영향에 관한 가설은 모두 채택되었다. 끝으로 기업가 정신은 시장지향성에 유의한 영향을 미치는 것으로 나타났다. 본 연구는 중소기업 관점에서 기업가정신과 시장지향성의 효과를 검증하였고, 마케팅분야와 경영전략분야에서 다루어지고 있는 기업가정신과 시장지향성이라는 두 변수를 기업이라는 개체가 가지는 태도와 행동이라는 측면으로 접근하여 통합적으로 살펴봄으로써 융합적 연구를 진행하였다는 점에서 연구의 의의가 있다고 하겠다.

• 산업경영시스템학회지
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• 제43권3호
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• pp.122-134
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• 2020

As globalization has been progressed, companies faced a situation in which it was difficult to secure global competitiveness only with their internal management systems. To overcome this, Supply Chain Management (SCM) emerged, which optimizes the whole supply chain process from suppliers to demand companies. In this study, it was analyzed that the effects of customer integration among the integration factors of SCM, and market orientation among the strategic orientations on management performances such as non-financial performance and financial performance through a mediating role of flexibility. At this time, it was analyzed whether CEO's support has a moderating effect on the influence of the market orientation. As a result of analysis, the customer integration was found to have an indirect effect on the non-financial performance and the financial performance through the flexibility. The market orientation was found to have a direct effect on the non-financial performance and at the same time, indirectly affected it through the flexibility. In addition, it was shown that more the level of CEO's support, higher the influence of the market orientation. This moderating effect had an indirect effect on the financial performance. Based on the above findings, various implications for improving management performance were proposed. This study suggests that investments in computerization such as ERP and smart factories can improve supply chain management performance and ultimately improve customer satisfaction and financial performance.