• Journal of Distribution Science
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• v.14 no.2
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• pp.93-101
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• 2016

Purpose - This study aims to advance our knowledge about factors influencing technical startup performance through analysing technical startup process empirically. This study was conducted to focus on industry structure(industry growth rate, competitive intensity, and enter barriers), technology characteristics(technical excellence and wide range of technical application), and the performance in the technology-based start-ups. Specifically, analyzing moderating effect of technology-marketing strategy, this studied how moderating variables affect technical startup performance under industry structure. Research design, data, and methodology - The subject of this study was technology-based start-ups company that received technology transfer from public organization. The development of the paper model is based on the literature of the preceding research analysis in technology commercialization, performance of technology-based start-ups, and marketing strategy. This study has a construct that was defined in the previous studies, such that technology marketing strategy was defined into the two ways of being broad or narrow in strategic application. From November 3. 2015 to December 22, 220 questionnaires were distributed with targeting to start-up companies in technology-based. 188 responses were collected for empirical analysis except the missing and wrong value responses. This data were used for structural equation modeling and regression analysis. Results - The results of this study are as follows. First, as industry structure variables influencing on performance(technical, financial) of technology-based start-ups, industry growth rate, competitive intensity and enter barriers of variables were verified; high growth rate has more positive effect on performance than low growth rate, competitive low intensity has more positive effect on performance than competitive high intensity, low enter barriers have more positive effect on performance than high enter barriers. Second, as technology characteristics variables influences on the performance(technical, financial) of technology-based start-ups, technical excellence and wide range of technical application of variables were verified ; technical high-excellence has more positive effect on performance than technology low-excellence, wide range of technical application has more positive effect on performance than narrow range of technical application. We also find that technology marketing strategy(broad/narrow) in moderating factors on performance (technical, financial) is as follows. Analyzing the moderating effect depending on technology marketing strategy(broad/narrow), application of technology, and the types of technology strategy(broad/narrow) were revealed that broad marketing strategy had a more significant effect on performance of technology-based start-ups. With AMOS, the relevancy of the study model revealed higher for broad technology-marketing strategy than narrow technology marketing strategy, and the explanatory power revealed to be 6.4% higher in broad marketing strategy than narrow marketing strategy. Conclusions - This study confirmed that industry structure and technology characteristics are important factors influencing the performance of technology-based start-ups. Technology-marketing strategy affects the performance of technology-based start-ups between industry structure and technology characteristics. According to additional analysis, moderating variables and technology-marketing strategy are important factors influencing the performance of technology-based start-ups under industry structure and technology characteristics. Broad type of technology-marketing strategy has more attractive industry structure and excellent technology characteristics than narrow types of technology-marketing.

• Asia Marketing Journal
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• v.13 no.4
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• pp.105-137
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• 2012

After relationship marketing emerged as a new approach in the marketing field in the 1980s, it has been widely studied in the United States, Europe and Asia. Rapid environmental changes and global competition has made it inevitable for companies to consider their relationships with the environment more closely. Under these circumstances, relationship marketing has held a position as a pivotal paradigm in the field of strategy as well as in marketing. In addition, relationship marketing has overcome the limitations of a traditional marketing research while providing richer implications in company's marketing activities. The paradigm shift to relationship marketing has brought fundamental changes in a marketing point of view. First, in philosophical aspects, unlike past research which focused solely on customer satisfaction, organizational relationship parameters which focuses on trust and commitment has become key elements of successful relationship marketing while shifts in thoughts naturally take place from adaptive marketing to strategic marketing. Second, in structural aspects, the relational mechanism of governance such as network structure with a variety of relational partners has emerged as a new marketing organization from the previous simple structure focusing on the micro-economic, marketbased trading between seller and customer. Third, in behavioral aspects, it proposed the strategic course of the action of gaining an advantage over the competition on the individual firm level by focusing on building long-term relationships and considering partnership with the components in the entire marketing system, rather than with one-time transaction-centric action between a seller and a customer. Fourth, in the aspects of marketing performance, marketing performance was sought through the long-term and cooperative relationship with various stakeholders, including customers in the marketing system, focusing on the overall competitive advantage based on relationship rather than individual performance of individual companies' marketing activities, such as market share and customer satisfaction. However, studies of relationship marketing were mostly centered in interorganizational relationships focusing on the relational structure and properties of commercial sector in the marketing system. Paradoxically, the circumstance of the consumer's side that must be considered is evolving again in relationship marketing. In structural aspects, a community, as the new relationship governance structure in the digital environment, and in behavioral aspects, the changing role of consumer participation demanding big changes in the digital environment engaged in the marketing system. The possibility of building a relationship marketing community for common value creation is presented in terms of organization of consumers with the focus on changing marketing environment and marketing system according to the new realities of the 21st century- the popularity of digital environments and the diffusion of customer participation. Therefore, future research of relationship marketing must seek for a truly integrated model including all of the existing structure and properties of the research oriented relationship from both the commercial and consumer sector.

• Asia Marketing Journal
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• v.7 no.2
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• pp.93-121
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• 2005

This study is about to enhance our understanding of market and market principle, so that marketing research contribute to create more values for customers and firms. For this purpose three following suggestions are proposed. First, marketing research should expand its research scope to include all the market participants in addition to consumers. Second, marketing research should expand into the 'internal market' of the organization. where internal sub-groups are engaging in fierce marketing-like activities. Third, marketing researchers should thoroughly understand the basic market principles and the macro political-economic structure of capitalism. Only on the ethical basis of free market system, it is argued, market, marketing, and marketing research will flourish.

• Journal of Digital Convergence
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• v.7 no.3
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• pp.75-82
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• 2009

The purpose of this study is explore the effect of brand marketing on the circulation structure factors as corporation image, brand image, and purchase intention and to clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and the circulation structure factors as CI (corporation image) and BI(brand image) and PI(purchase intention) are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporation image and brand image in mobile phone corporation.

• Journal of Global Scholars of Marketing Science
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• v.16 no.4
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• pp.75-95
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• 2006

This study attempted to determine the influence of organizational structure on the novelty preference for corporate meeting destination choice. The three dimensions of structure incorporated were formalization, centralization and complexity. A total of 75 corporate meeting planners drawn from public listed services organizations were involved. The main method of data collection was questionnaire survey and multiple regression analysis was employed as the main statistical technique. The results revealed that both formalization and centralization were negatively correlated with novelty preference while complexity was positively correlated. However, only complexity contributed significantly to the prediction of novelty preference for corporate meeting destination choice. The main implication of this study is pertaining to the segmentation and targeting of the corporate meeting market. This study helped in bridging the gap between tourism marketing and organizational research. It also contributed by developing the measurement for novelty preference from the context of experiential marketing.

• Korean Journal of Agricultural Science
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• v.15 no.2
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• pp.164-173
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• 1988

This study is to analyse marketing and industrial structure of meat processing industry and to examine it's current situation related to agriculture. For this purpose 1. This paper surveys the history of meat processing industry, and analyses current situation of meat processing industry, based upon economic statistic data. 2. For the research of marketing structure of meat processing products, this paper not only ciassifies into three catagories; the supply of raw meat, main marketing organization, and path, but measures magnitude of Marketing Bill and Farmer's Share practically through statistic data and an on-the-spot survey. 3. This study also attempt to explain the relation of meat processing industry and the other industry and role of meat processing industry is Korean economy by the use of input-output table. The results of the study are as follows; 1. The meat processing industry in Korea produces low quality, and expensive raw meat with limited quality, inefficiency of marketing structure, and unrelated livestock and meat processing industry. 2. Korea market structure of meat processing products has been changed into oligopoly from monopoly by a new corporation entered into monopoly and the size of meat processing market firms has been normalized. 3. Meat processing industry is very important considering with its high back-linkage-effect. In order to develop meat processing industry and marketing, it is essential that operation of intergrated meat market center, meat market center should be efficiently operated. The efficient utilization of domestic resource for raw meat and development of processing technique have to be required, by means of the governmental support.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.12
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• pp.951-958
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• 2020

This study examines the relationship between social media marketing and brand loyalty through brand trust. Respondents were drawn from customers of McDonald's, Malang City, East Java Province, Indonesia. For this study, 130 questionnaires were distributed and data were analyzed using the Structure Equation Model (SEM) version 22 of the AMOS (Analysis of Moment Structure) application. The results showed that social media marketing had an impact on increasing McDonald's brand trust and brand loyalty. Brand trust influences brand loyalty and brand trust can mediate the influence of social media marketing on McDonald's brand loyalty. The findings prove that brand trust can mediate the effect of social media marketing on customer loyalty to McDonald's brand. These results can be explained by the fact that marketing strategies through social media marketing, such as making it easy for customers to get information related to McDonald's on social media, can contribute to customer trust and that trust is formed because McDonald's always pays attention to the quality of the products offered. Brand trust can mediate the influence of social media marketing on customer loyalty to McDonald's brand. This means that information related to McDonald's on social media is proportional to the quality of the product offered.

• Asia-Pacific Journal of Business
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• v.3 no.1
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• pp.10-16
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• 2012

India is having a high growth rate of Mobile subscribers which has opened up a new marketing channel of communication with customers. There is a need to study the factors affecting Mobile user's attitude towards Mobile marketing and the relationship between these factors. To study the mobile users attitude towards mobile marketing 489 mobile users opinion is taken on 12 statements for a period of 5 months. Using factor analysis method these 12 statements are grouped into 5 groups they are Mobile advertisement, Mobile Usability, Mobile Promotions, Mobiles shopping and Mobile Marketing. Confirmatory Factor Analysis (CFA) was performed to confirm the findings. SPSS Statistics 17.0 is used to conduct factor analysis and the validity of the model. Once the model was validated, SPSS Amos 18.0 was used to fit a model based on Structure Equation Model to analyze the factors affecting Mobile user's attitude and the relationship between these factors. The present study revealed that Mobile Advertisement and Mobile Sales Promotion are having positive effect on Mobile Marketing where as Mobile Shopping and Mobile Phone Usability is having negative effect on Mobile Marketing. The impact of indicators like Mobile Phone user's permission and personalization of Mobile Phone communication on Mobile Marketing are also discussed in this article.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.22 no.52
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• pp.141-153
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• 1999

The focus of marketing study on the strategic tools has shifted from traditional 4Ps'(product, price, place and promotion) to macro relationship marketing which places emphasis on interfirm relationships. The purpose of this study is to develope antecedent variables of relationship type which play the most important role of interfirm relationships, and the antecedent variables of relationship structure comprises three factors : 1) transactional relationship structure, 2) hierarchical relationship structure and 3) embedded relationship structure.

• Journal of Distribution Research
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• v.2 no.2
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• pp.135-151
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• 1997

This study of interfirm relationships is tested on a sample of Korean electric and electronic parts industry. The hypotheses present that (1) buyer's power affects administrative structure and relational norms, (2) communications are affected prior three antecedents, and (3) buyer's power, administrative structure, relational norms, and communication affects relational performances. The results indicate that buyer's power plays important roles in administrative structure and relational norms but communications are not explained three constructs. The result also indicates performances are partially affected by antecedents.