• Asia pacific journal of information systems
• /
• 제12권4호
• /
• pp.173-192
• /
• 2002

Internet-based on-line firms have focused on the development of new business models with an assumption that this new model would create their competitiveness. At the same time, off-line firms have opened new marketing channels on the internet in order to defend their position against on-line firms. Based on Porter's well-known generic strategy, this study compares between on-line firms and on-offline firms i) whether these two types of firms take different strategies among cost reduction, marketing differentiation, innovation differentiation, and focus and ii) how the performance of these two types of firms is affected by different strategy types. The result shows that on-offline firms prefer the strategy of marketing differentiation and innovative differentiation while the strategy of cost reduction and focus are taken without significant difference between online firms and on-offline firms. Also it is found that even though the strategy of marketing differentiation and innovation differentiation are more preferred by on-offline firms than on-line firms, these two strategy types have a significant influence on the on-line firms' performance while the focus strategy has a significant influence on the on-offline firms' performance. Other managerial implications are discussed.

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

• 복식
• /
• 제66권8호
• /
• pp.109-122
• /
• 2016

This study is to explore the ways to increase the export performance of start-up companies, as opportunities are rising along with more companies entering the global market. Thus the study analyzed the factors affecting export performance of the start-up company by mainly looking at the international marketing capabilities of enterprises type of marketing strategy and internal environmental capabilities. The following were derived as factors for marketing 4P strategy: innovation of product, flexibility of export price, differentiation of distribution channels, diversity of promotional activities, and positive-ness of promotion. For internal capabilities of enterprises, innovation of CEO, initiative of CEO, risk susceptibility of CEO, information power of export market, and information power of competitor were derived as factors. Two types of performances were considered for export performance, financial and non-financial. Among innovation of product and risk susceptibility of CEO the non-financial performance of export performance, and only differentiation of distribution channels of marketing 4p strategy the financial performance. It showed that since performance was different depending on the entrepreneurship of the CEO, only innovative products differentiated from small and medium enterprises. risk susceptibility of CEO increased export outlook by corporate acknowledgment and image, creation of potential customers, and financial performance affected only differentiation in distribution channel rather than entrepreneurial spirit, information power, or organizational flexibility because of short business career and insufficient period enough to gain trust. Therefore, start-up companies need to improve their non-financial export performance by increasing innovation of product and risk susceptibility of the CEO. The companies need to widen the differentiation of distribution channels in the financial export performance.

• 한국조리학회지
• /
• 제22권6호
• /
• pp.132-144
• /
• 2016

This study reviewed previous researches about the competence selection of foodservice firms, and shows firm's performance model through the results. The study classified factors according to core competence, differentiation strategy, and management performance. Out of 400 survey responses from by the firm's executive and employees who had worked for over three years at the headquarters (sales, financial, marketing/plan, R & D, etc.), a total of 302 questionnaires were used for the final analysis due to missing values and biased responses (response rate: 75.5%). As the results of analyzing final research model of this study, it appeared that ${\chi}^2(df=170)=384.88$, ${\chi}^2/df=2.26$, GFI=0.90, NFI=0.92, CFI=0.95, RMSEA=0.07. The results indicated that the CEO leadership, organizational culture, and human resource competencies are a driving force in all aspects of competitive advantage differentiation strategies. In addition, the R & D innovation, service, and marketing differentiation strategies are positively related to performance. The results validate the fact that foodservice firms could reinforce strategic decisions through a variety core competencies and achieve continuous performance through competitive strategies.

• 유통과학연구
• /
• 제11권11호
• /
• pp.19-32
• /
• 2013

Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.

• Journal of Information Technology Applications and Management
• /
• 제15권1호
• /
• pp.43-65
• /
• 2008

This study investigates the effects of business environment on the e-business strategy and performance of venture firms. The development of the research model is based on the empirical studies on the strategy literature. The data from the survey was analyzed using Partial Least Squares(PLS). For Daedeok Valley Venture Firms, product innovation differentiation strategy is affected by environmental uncertainty. And, cost leadership strategy tend to be influence by environmental uncertainty. Finally, venture firm's performance is effected by cost leadership strategy and marketing differentiation strategy. However, for in Hsinchu Science Park Venture Firms, product innovation differentiation strategy is affected by environmental uncertainty and heterogeneity. And, marketing differentiation strategy is enhanced by environment uncertainty and industry growth. In addition, cost leadership strategy tend to be influence by environmental uncertainty and heterogeneity. Finally, venture firm's performance is effected by cost leadership strategy and product innovation differentiation strategy.

• 디지털융복합연구
• /
• 제11권12호
• /
• pp.145-154
• /
• 2013

본 연구에서는 벤처기업의 조직유효성으로 직무몰입, 조직몰입, 이직의도로 구성하고 선행요인으로 창업자특성, 기업역량특성, 전략특성으로 설정하고 규명하기 위해 벤처기업을 대상으로 실증분석하여 그 결과를 바탕으로 정책적 시사점을 제시하였다. 연구대상지역은 수도권 및 비수도권 총 301명을 대상으로 설문조사를 실시하였다. 연구결과 창업자의 심리적 특성, 역량특성, 기업역량 등이 조직유효성 하위요소로 구성한 직무몰입, 조직몰입, 이직의도에 유의한 영향을 미치는 것으로 분석되었으며, 전략특성 역시 창업자 및 기업역량과 조직유효성과의 관계에 긍정적인 매개효과가 있는 것으로 조사되었다.

• 패션비즈니스
• /
• 제22권5호
• /
• pp.64-82
• /
• 2018

As sustainability of fashion brands is becoming more important in the prolonged depression, the fashion market is also seeking ways to create new value through convergence with various fields. In the fashion market, convergence marketing is engaged with diverse technologies combined with advanced technologies and strategies. This study established the conceptual characteristics of convergence and divergence from a market perspective. Convergence can be summarized as Borderless, Compounding, Diversification, Recombination and Affiliation. The conceptual characteristics of the divergence can be summarized as de-fusion, individualization, differentiation, specialization, and segmentation. The characteristics of convergence revealed through the case of fashion market include the expandability of the new category, the expandability of the consumer, the brand experience, and the expandability of time and space. Divergence is the differentiation of brand value, target customer, and product nature. Through this study, we could understand the differentiation of the fashion market and the direction of the marketing strategy by looking at the characteristic of the convergence marketing - oriented research that has the contrary conceptual characteristics from the extended viewpoint. Based on this, it is possible to see the changes and patterns of brand marketing strategies and techniques in recent fashion market. In the future, it is expected that the systematic study of the marketing strategy of the domestic fashion brand based on the convergence and change characteristics of the fashion market proposed in this study will continue.

• 한국프랜차이즈경영연구
• /
• 제13권1호
• /
• pp.19-33
• /
• 2022

Purpose: Based on the resource-based view and the competitive advantage theory, the study views marketing capabilities (product, pricing, delivery/inventory, and promotional support) as sources of competitive advantage (differentiation advantage and low-cost advantage) and examines their impacts on competitive advantage, which in turn, will influence non-business and business performance. Research design, data and methodology: Data were collected from 149 representatives of franchising companies in South Korea and analyzed with SmartPLS 3.3.7. Results: First, promotional support and product have a significant impact on differentiation advantage. Second, pricing and promotional support have a significant impact on low-cost advantage. Third, differentiation advantage has an influence on non-financial and financial business performance. Fourth, low-cost advantage has an impact on non-financial performance but has no significant direct impact on financial performance. Fifth, non-financial performance is related to financial performance. Finally, the result of IPMA shows that importance and performance values of exogeneous variables are different depending on firm size. Conclusions: The findings suggest that franchisors should focus on different marketing capabilities depending on their strategic focus and objectives. Finally, the findings based on an IPMA suggest that small companies perceive low-cost advantage as important, while their counterparts do not. Several theoretical and managerial implications are offered.

• 한국조리학회지
• /
• 제6권1호
• /
• pp.79-102
• /
• 2000

This study aims at providing restaurant marketers and decision-makers both the brand differentiation information and the useful clues to achieve the high market share through the various brand differentiation opportunities in multi-chain family restaurants. Sample surveys were conducted to 245 persons who had frequent using multi-chain family restaurants in Seoul. Method of survey used are telephone interviewing. The result of analysis was shown the marketer's performances on differentiation marketing, but that there were a lot of opportunities of differentiating the brand from others. Therefore, restaurant marketers and decision-makers should try to differentiate their brand along the lines of physical attributes, service, food quality, personnel, location, or image, in order to win the guest and then get the succession of their business.