• Asia Marketing Journal
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• 제14권3호
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• pp.185-197
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• 2012

Caffe Bene, one of the most notable coffeehouse chain brands in Republic of Korea, gives us some thought-provoking issues in terms of sustainable success. Despite harsh competition among various coffeehouse brands, Caffe Bene has been accomplished astonishing outcomes in domestic market and now ranked 2^nd place in sales among the global coffeehouse franchise in 2010 and 2011. These achievements were possible mainly because Caffe Bene adopted distinctive shop design, maintained aggressive marketing strategy, developed new menu, and combined the unique Korean culture with ordinary concept of café to make its place attractive. However, since Korean coffeehouse market is getting saturated and consumers are becoming savvy about coffee, Caffe Bene needs to find a new solution to overcome growth stagnation. Besides, many experts pointed out that irrational increase in the number of stores might hurt its business in the aspect of managing distribution channel and providing consistent services. Also, customers of Caffe Bene have shown that it has to complement its critical weaknesses: inferior coffee taste and relatively high price for a cup of coffee. Especially, some people view that the company is shifting its high rental fee, interior cost and PPL marketing cost to consumers by charging high price for coffee. To get over the problems, Caffe Bene is currently using C/S Consumer Management System though experts are questioning about the efficacy because of the conflict between purpose of the system and the headquarters' plan. Present CEO Kim also announced that the company will complete its logistics system in the latter half of 2012 to provide stores with more high quality coffee beans to improve taste of coffee. Thus, in this case, we describe how Caffe Bene succeeded in Korean market and enumerate its key success factors. Also, we specify the long-term goals of Caffe Bene and introduce the current policies and strategies to show how the company is working on to achieve its ultimate goal. By reading and analyzing this business case, students could get useful insights regarding franchise management and think about issues on competing in a saturated market. Also, it would be worthwhile to generate creative solutions for the problems that Caffe Bene is now facing to broaden the practical perspective.

• 벤처창업연구
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• 제12권3호
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• pp.87-105
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• 2017

본 연구는 중소기업 경영자 또는 연구책임자를 대상으로 기업가정신과 기업성과 사이에 기술혁신성과 마케팅역량이 미치는 영향을 실증조사 하는데 목적이 있다. 각 변수의 세부요인별로 기존의 연구에서 검증된 설문항목을 발췌하여 검증하였으며 기술혁신을 통해 다양한 성과를 획득하는 기술기반 중소기업이 있는 반면에 기술혁신활동을 했음에도 불구하고 기술혁신에 많은 투자와 기대한 만큼의 성과를 도출하지 못하는 기업들이 있음에 주목하여 연구를 시작하였다. 본 연구는 중소 규모의 신생 기업이나 벤처기업에 마케팅역량 차원과 기술혁신성 차원을 적용하였고, 기술혁신성과 마케팅역량이 기업성과에 미치는 영향을 분석하여 다양하고 전문성 있는 지속적인 성장에 관한 시사점을 제공하고자 하였다. 기업가정신이 만들어내는 기업성과는 독특한 환경과 복잡한 기술마케팅 관계 속에서 기업이 경험해 얻은 자사 기업만의 중요한 자원이므로 이를 마케팅역량이 조절할 것이라는 관점에서 접근하였다. 그 결과 기업가정신 중 혁신성과 진취성은 투자와 특허개발등록을 중심으로 신사업계획과 중장기 발전방향을 세우는 기술성과에 중요한 영향을 미치나 불확실한 환경에서 도전하는 위험감수성은 재무적 성과와 비재무적인 성과에 부정적인 영향을 미친 것으로 나타났다. 또한 기술혁신성의 매개효과가 기업가정신과 기업성과 사이에 완전매개 또는 부분매개역할을 한다는 것이 확인되어 기업가정신이 기술혁신성의 매개효과를 통해 기업성과에 영향을 미치고 있음을 확인하였다. 아울러 마케팅역량의 조절효과 역시 혁신성과 위험감수성이 부분적으로 영향관계를 보여주고 있어 마케팅역량을 이용한 효과적인 마케팅기법을 재고하기 위한 노력과 관심을 가져야 할 것이다.

• 유통과학연구
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• 제9권3호
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• pp.73-82
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• 2011

본 연구는 스토리텔링을 이용한 명품 브랜드의 미학적인 아트마케팅커뮤니케이션 사례를 통해 브랜드의 차별화된 마케팅 기법으로 아티스트와 아트를 통한 효과적인 아트마케팅을 제시하였다. 이러한 아트를 활용하는 데는 브랜드의 이미지를 품격 있고 미학적으로 보여주어 매출 증대뿐 아니라 고객의 충성도를 높이는데 그 이유가 있다. 브랜드가 가지고 있는 욕망의 주체는 스토리가 그 역할을 한다. 명품 브랜드 소비자는 브랜드 품질의 우수성, 최상의 서비스, 브랜드 고 품격 가치와 더불어 브랜드에 담긴 스토리를 소비하려고 하는 것이다. 그러한 스토리는 예술과 만나 특별함을 더 하고 브랜드 영역까지 확장하게 하는 아트마케팅 전략 중 아트마케팅커뮤니케이션을 하고 있다. 아트마케팅커뮤니케이션 도구로 아트콜라보레이션, 아트전시회, 이동식 건축물 프로젝트, 아트 광고, 플래그십 스토어, 인재 양성연구소가 활용되었으며 브랜드의 욕망 스토리를 기본으로 스토리텔링의 구성요소와 원칙을 기본으로 선정되었다. 브랜드의 이미지를 시각적으로 상징화하고 입체적으로 보여주어 소비자와 감성적으로 소통하였다. 본 연구의 결과는 스토리텔링을 통한 명품 브랜드의 아트마케팅커뮤니케이션 사례를 통해 브랜드와 예술가의 인지도 관계성에 따른 전략과 특징을 통해 브랜드의 이미지에 미치는 효과적인 아트마케팅 역할을 살펴보고자 하였다. 사례를 통한 결과에 따르면 명품 브랜드가 브랜드 정체성과 스토리에 맞는 아트마케팅커뮤니케이션 도구를 활용하여 효과적인 사례를 보여주었으며, 예술을 통한 아트 마케팅의 가능성을 다양한 각도로 보여주었다. 사례결과는 다음과 같다. 첫째, 소비자는 공감하는 스토리가 있는 브랜드를 선택하는 것으로 나타났다. 세계적으로 성공한 명품브랜드들은 이미 우리 사회가 갖고 있는 멋진 이야기에 대한 욕구를 간파하고 있으며 이들은 정보 이외에도 소비자를 즐겁게 해주는 능력을 발휘하고 있다. 앞으로의 시장은 제품이 담아내는 이야기가 바로 경쟁력이 될 것이다. 둘째, 스토리와 연계된 아트를 활용한 아트 마케팅커뮤니케이션은 브랜드 차별화를 시킨 것으로 나타났다. 가장 효과적인 아트마케팅커뮤니케이션으로 아트콜라보레이션, 아트 전시회, 이동식 건축물 프로젝트 등 다양한 도구로 활발하게 적용되고 있다. 셋째, 브랜드의 제품이 예술작품처럼 인식되어 충성도를 높였을 뿐 아니라 매출이 증대되고, 프리미엄 된 가격을 유지할 수 있는 것으로 나타났다. 브랜드의 전통성에 예술을 접목한 혁신과 창조성이 있는 새로운 제품을 통해 소비자에게 특별한 만족을 제공하고 제품이 한정판으로 제작되어 시리즈별로 수집하는 소비자가 아닌 컬렉터를 창출한다. 넷째, 본 연구의 결과요약과 시사점, 그리고 연구의 한계점과 향후 연구방향을 제시하였다. 명품브랜드에 적용된 사례를 참고하여 국내 브랜드 환경을 고려한 효과적인 아트마케팅 전략을 제시할 수 있으며 이미 진행되고 있는 국내 브랜드의 아트마케팅 전략의 사례와 효과를 연구해 볼 수 있을 것이라 기대된다.

• 한국병원경영학회지
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• 제24권4호
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• pp.43-56
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• 2019

Purpose: Importance of patient satisfaction related to patient-centeredness has been emphasized, and it is known to have effect on various health outcomes including health resource utilization. However, the effect of patient satisfaction has been discussed mostly in terms of hospital marketing in Korea. This study aims to examine the effect of patient satisfaction in patient-physician communication on healthcare utilization in a nationally representative adult population of South Korea. Method: Patient satisfaction with physician communication is assessed using 4 items in the 2011 Korea Health Panel Survey. Generalized linear regression analysis is conducted using 9,325 adults' healthcare utilization in 2012. Findings: Adjusting for the socio-demographic, economic factors, individual health status, health behaviors and healthcare utilization in 2011, more satisfied individuals, more likely to utilize the outpatient service, especially in clinical setting. Practical Implications: The study findings suggests that in context of South Korea healthcare system such as insufficient medical consultation time and the absence of health delivery system, patient satisfaction as a subjective healthcare quality indicator would have effect on the individual's outpatient visit. This study contributes to stimulate patient satisfaction research and discussion in South Korea to further explore its relationship with potential and various health related outcomes. Further implications of the study are discussed.

• 한국도서관정보학회지
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• 제42권3호
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• pp.25-44
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• 2011

본 연구의 목적은 국내에서 수행된 도서관경영분야의 연구동향을 분석하고 성과와 한계를 제시하는데 있다. 이를 위하여 한국연구재단에 등재된 문헌정보학분야의 5개 학술지를 대상으로 2001에서 2010까지 발표된 총 2,567편의 논문을 분석하였다. 그 결과, 도서관경영논문의 비중은 전체의 21.8%(560편)로 나타났다. 도서관경영분야의 하위영역 중에서 연구성과가 높은 분야는 경영일반, 정책과 제도, 인사관리, 측정과 평가인 반면에 조직 및 예산관리, 건물과 시설, 마케팅과 홍보분야의 연구성과는 매우 미약하였다.

• 한국의류학회지
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• 제45권4호
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• pp.714-726
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• 2021

The purpose of this study is to investigate the effect of retail therapy (RT) values and the role of body consciousness on therapeutic shopping motivations and outcomes. In order to accomplish our research aim, we investigated therapeutic shopping values (i.e., positive mood reinforcement and negative mood reduction) and the moderating effects of body surveillance, body shame, and weight preoccupation. A total of 247 female college students in the United States participated in an online Qualtrics survey, and structural equation modeling (SEM) and multigroup analysis were performed to analyze the data. The findings reveal that therapeutic shopping values (positive mood reinforcement and negative mood reduction) significantly influence therapeutic shopping motivation. Therapeutic shopping motivation, in turn, positively influences therapeutic shopping outcomes. Moreover, weight preoccupation moderates the relationship between negative mood reduction and therapeutic shopping motivation, suggesting that RT should especially be utilized for weight-conscious individuals. The results can be utilized for retailers to develop marketing strategies for consumers who are conscious about their appearance. Academic and managerial implications, along with future research, are suggested.

• 융합경영연구
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• 제7권1호
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• pp.26-38
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• 2019

Purpose - This paper is to review recent literature, by conducting a thorough investigation of the limitations and implications for future research on work-life balance with the focus and linkages between work-life balance practices, machine learning and emotional intelligence, work-life conflict, the correlations between work-life enrichment and work-life balance practices, the relationships between employee job satisfaction and work-life balance, the links between work-life balance and the managerial support. Research design, data, and methodology - The paper will further detail linkages between work-life balance and organizational performance outcomes productivity and innovation. Previous literatures have paid attentions to the link of HR practices and organizational outcomes such as productivity, flexibility, and financial performance, but the understanding needs to be extended to involve innovation performance. Dealing with employees' emotions using different machine learning techniques is one of the phenomenal researches in today's world. Here, we examine how far the employees are conscious of their own self and found the ideas and views of an individual about themselves and others. Without proper knowledge about their personality it will be very difficult for an individual to manage their own emotions. This study also aims at finding out the individual abilities to manage their emotions in order to perform well. Conclusions - A theoretical conceptual framework has been built by integrating the existing literature to explain a number of factors which are closely associated with work-life balance. The conceptual model illustrates how the work-life balance interplays with performance and interrelates with the aforementioned factors.

• 동아시아식생활학회지
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• 제17권5호
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• pp.653-660
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• 2007

The purpose of this study was to measure the causal relationships among such variables as moral concerns for animals, meat texture, meat color, satiety from meat, disgust with meat and pork consumption. A total of 250 questionnaires were completed. Structural equation models were used to measure the causal effects of the constructs. The study outcomes demonstrated that the structural analysis results of the data were an excellent model fit. The effects of moral concerns for animals, meat texture and satiety from meat on the disgust with meat were statistically significant. As expected, disgust with meat had a significant effect on pork consumption. Moreover, moral concerns for animals and satiety from meat had a significant indirect effect on pork consumption through disgust with meat. Also, satiety from meat alone had a significant indirect effect on pork consumption through disgust with meat. By developing and testing conceptual models that integrated the relationships among ideational variables, sensory affective variables, anticipated consequences variables, emotional variables, and behavioral variables, this study may approach a deeper understanding of the complex relationships among pork consumption-related variables. A greater understanding of these complex relationships can improve the managerial diagnosis of problems as well as opportunities for different marketing strategies, including pork production and pork product development, and marketing communications.

• 산경연구논집
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• 제14권9호
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• pp.31-39
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• 2023

Purpose: Social media's increasing adoption and the development of digital technology have completely changed how businesses interact with their clients. The current study is to examine the impact of live broadcasts on consumers' perceptions and actions across a range of fresh food goods. Research design, data and methodology: The scrutiny relies on the existing peer-reviewed literature, which may prevent a comprehensive evaluation of some recent advancements in the subject. Despite these caveats, the outcomes of this scrutiny are anticipated to contribute significantly to our understanding of the effect of live broadcast marketing on consumers' propensity to make purchases. Results: Previous literature review clearly states that 'Live Broadcast of Fresh Food' to attract relevant customers should be followed: (1) Increased Product Transparency and Trust, (2) Enhanced Customer Engagement, (3) Impact on Customer's Perception of Product Quality, and (4) sense of urgency and scarcity. Conclusions: All in all, the study's advice for firms in the food industry to improve their marketing efforts through live broadcasts have important practical ramifications. Promoting openness and trust in the production process and with the audience boosts a brand's reliability. Customers are more likely to participate and feel more connected to a brand.

• 한국의류학회지
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• 제46권4호
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• pp.624-637
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• 2022

The purpose of this study was to develop a compression inner layer (CIL) that can be attached to dress shirts for men who have gynecomastia (male breast enlargement). For this, we developed shirts with CIL prototypes based on the functional, expressive, and aesthetic (FEA) consumer needs model. The user-centered design principle guided the design process. Based on size measurements, in-depth interviews, and an online survey, the design requirements for dress shirts with a CIL were determined, and the prototype was developed. The dress shirts were constructed of polyester and spandex mixed materials, while the CIL was made of thin mesh fabric knitted from 80% polyester and 20% spandex. A CIL prototype was developed with a front zipper fastening to hold the upper body tight and compress the breast area. The CIL was attached by connecting a strap with snap buttons to loops sewn into the shoulder line of the dress shirt. In the trial and sensory test, the prototype helped breast size decrease while meeting target consumer needs. The outcomes of this study provide necessary insights to develop garments for gynecomastia patients.