• Proceedings of the Korean Institute Of Construction Engineering and Management
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• autumn
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• pp.238-241
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• 2003

Recently, construction companies is briskly doing brand marketing investment through the housing brand development. The importance of brand asset is increasing, the brand management is time to set for strong brand. But brand asset management so far has been done in manufacturing and service industry, there is no discussion about housing brand asset management of construction companies. It is aware that how important brand is, but we can't present data for brand marketing investment owing to absence of brand asset management method. Therefore, the purpose of this paper is trying to deduce importance degree of brand asset composite factor through the brand power research. Also it is to present guideline about brand management strategy.

• The Journal of Information Systems
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• v.10 no.1
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• pp.323-352
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• 2001

Venture business plays a great role in creating national competitive power in every country. In particular, software venture business can mostly belong to manufacturing business, and takes the top seat of core industry as the basis of globalization, informatization and localization as well as the driving force of national competitive power. However, software venture business still has some risks in the whole area of business administration including the process of business starting. There are also problems to be solved in such areas as manager's ability, leadership, talent, level of technical development, marketing channel, recruiting of marketing specialists, financial plan and fund raising. In this respect, this study divides 102 software venture businesses into two; business in the stage of growth and matured business through the analysis of questionnaire and analyzes their present managerial conditions according to their characteristics after classifying them into four categories such as general management, technical development, marketing, finance and accounting. Therefore, this study attempts to provide the basic data useful for business activities of software venture business from now on. The results are as follows; First, it can be judged that software venture businesses make efforts for their technical development in their character, and that they make a great investment in research and development. Consequently, it can be believed that this kind of investment must be continued in the future. Second, it can be seen that they are not much interested in marketing and its manpower. In fact, software venture businesses develop products technically at the risk of their life, while marketing plays an important role in the continuity of business. Thus, it is necessary for them to invest in the supplement of manpower in marketing. Third, it is observed that they generally have some difficulties in raising money from outside. By the way, it. is believed that this problem will be solved by appealing to the persons interested such as investors and creditors, if evaluation system would be developed more exquisitely so that their accounting and technical value may be appraised.

• Journal of Digital Convergence
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• v.14 no.12
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• pp.477-487
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• 2016

The purpose of this current paper was to investigate into the trends and effects of green marketing in India and China with relations to ethnicity and cross cultural aspects. These two countries are fast developing and looks promising in terms of economic power but lack the green marketing consciousness compared to other well developed countries. Many measures are being taken by various industries for the promotion of green awareness in these countries. The two countries are fast developing in the area of green marketing. Green marketing should improve its methods utilizing the cultural differences that is evident from previous research. In the near future, more active green marketing targeting and informing consumers of environmental benefits will be needed by taking ethnicity into consideration for further heightening of overall environmental awareness and initiative.

• East Asian Journal of Business Economics (EAJBE)
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• v.4 no.2
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• pp.1-11
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• 2016

This study investigated commercial power theory of traditional market through the analysis of literature review. Consumers' store selection models are made up a theory based on normative hypothesis, theory of mutual reaction, utility function estimation model, and cognitive-behavioral model. Detailed models are as follows. Normative hypothesis based theory is divided into Reilly's retail gratification theory and Converse's revised retail g ratification theory. Interaction theory is composed of Huff's probability gratification theory, MCI model and Multi-nominal Logit Model (MNL model). There are four models in retail organization position theory such as central place theories, single store position theory, multi store position - assign model, and retail growth potential model. In case of single store position theory, theoretical and empirical techniques have developed for a decision to optimum single store position. Those are like these, a check list, the most simple and systematic method, analogy, and microanalysis technique. Aforementioned models are theoretical and mathematical commercial power measurement and/or model. The study has rather limitations because the variation factors included in formula are only a part of actual commercial power. Therefore, further study shall be made continuously to commercial power areas and variables.

• Journal of Global Scholars of Marketing Science
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• v.18 no.1
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• pp.81-114
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• 2008

The purpose of this study was to analyze how economic factors (economic satisfaction, economic conflict) and non-economic factors (non-economic satisfaction, non-economic conflict) differentially influence Korean retailers' long-term orientation with manufacturers, and how they are influenced by manufacturers' power sources under different levels of retailer dependence. After Korean retailers were divided into high and low dependence groups, path differences between the two groups were compared. The results suggested that manufacturers' coercive and non-coercive power sources do not differentially influence high and low dependence retailers' economic and non-economic satisfaction, and economic and non-economic conflict. However, the economic satisfaction of low dependence retailers more strongly affects their long-term orientation than that of high dependence retailers. Also, the economic conflict of highly dependent retailers more strongly affects their long-term orientation as compared to low dependence retailers. Finally, the impact of non-economic conflict negatively influences a long-term orientation for both retailer groups.

• Asia Marketing Journal
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• v.5 no.4
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• pp.48-71
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• 2003

본 논문은 기업들의 점증하는 체계적 브랜드 관리에 대한 필요를 인식하면서 이에 부응하기 위한 하나의 브랜드 관리 시스템을 제안하고자 한다. 일반적으로 전략적인 브랜드 관리는 브랜드자산의 구축, 브랜드자산의 측정과 진단, 브랜드 자산의 관리를 포함한다(Keller 1998). 그러나 이 논문에서 제안하고자 하는 브랜드 관리 시스템인 Brand Value-Up 은 주로 상표 자산의 측정과 진단에 관한 시스템이다. 이 논문에서 Brand Value-Up 을 제안하기 위해 우선 기존의 대표적인 브랜드 관리 시스템들을 검토하였다. 그리고 나서 이들의 미비점들을 분석하였으며, 나아가서 기존 시스템들의 미비점을 보완하는 시스템으로서 Brand Value-Up 을 소개하였다. 또한 Brand Value-Up 은 고객 중심의 브랜드진단 평가모델로서 결과지표 (Awareness Power, Functional Power, Image Power)와 성과지표(Brand Performance)로 구분하여 구체적으로 전략적인 시사점을 얻기 위한 모형으로서 제안하였다. 실제로 주요 국내 브랜드 (21 개 제품 106 개 브랜드)를 대상으로 한 분석을 통해 Brand Value-Up 의 활용 예를 보였으며, 마지막으로 이 시스템이 갖는 마케팅적인 의미와 시사점을 논의하였다.

• Ocean and Polar Research
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• v.34 no.3
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• pp.349-364
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• 2012

This study focuses on systematic structure of factors, which affect commercialization of ocean science and technology (OST), applying both grounded theory methodology (GTM) and semantic network analysis methodology (SNAM) by using in-depth interviews with 8 specialists previously experienced in the same field. This study further focuses on clarification of the distinctiveness and universality of commercialization factors on OST by comparatively analyzing on the commercialization factors of general sciences and technologies. Using SNAM, it was determined that commercialization success required connected support system, government support, technology marketing, technology power and characteristics of commercialized entities, which were identified as dominant factors. GTM presented an outcome that connected support systems among participants in commercialization and found that research institute strategies are significant factors in the core phenomenon of commercialization, while technology marketing, technology power and market-oriented technology are important conditions. In addition, the factors of technology, market, connection of participants and government support of commercialized entities are shown as equally important factors for commercialization of ocean science and technology. Secondly, SNAM results indicate that ocean science characteristics depend on a network of government support, research institute strategy, organization and manpower, capital power, and technology marketing, as these ocean science characteristics have been identified as significant factors in the GTM study. It has been determined that technology, market and government support should be connected in order for commercialization of ocean science and technology (OST). Moreover, commercialization methods, applied to the marketing of commercialization of ocean science and technology is differentiated from others since commercialization success is more relevant to these factors.

• Journal of Arbitration Studies
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• v.30 no.2
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• pp.165-184
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• 2020

In this study, the factors affecting opportunism in the relationship between suppliers and key accounts were analyzed from the viewpoint of transaction cost theory, market power theory, and relationship marketing theory. As a result of the hypothesis test, Hypothesis 1 stating that demand volatility will have a positive effect on opportunism and Hypothesis 2 that transaction-specific investment will have a positive effect on opportunism were also supported. In addition, Hypothesis 3 stating that channel power will have a positive effect on opportunism was also supported. Lastly, Hypothesis 4 stating that relational commitment will have a negative effect on opportunism was not supported, along with Hypothesis 5 stating that transaction satisfaction will have a negative effect on opportunism. The theoretical and practical implications of this study are as follows. This study has identified the antecedents of opportunism by comprehensively applying the transaction cost theory, market power theory, and relationship marketing theory. In addition, this study can identify what a company should manage specifically to lower opportunism by identifying the antecedents of opportunism. The limitations of this study and the directions for future studies are as follows. First, not all of the antecedents of opportunism of key accounts have been extensively investigated from the viewpoint of the transaction cost theory, market power theory, and relationship marketing theory. In the future, it is necessary to identify additional factors. Second, the study was conducted only in the supplier's viewpoint. In future studies, it is expected that more accurate research results can be obtained by simultaneously examining not only the supplier's point of view but also the buyer's point of view.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.209-238
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• 2001

Objectives of this study were: First, to review the effect of buyer position in power retailer on job performance and store performance. Second, to set up research model specifying relationships between the PAQ dimensions of retailer's buyer, job performance and store performance. Third, to test hypotheses derived from the research model of this study and to establish strategy for managing discount store and department store. Marketing Implications of this study were: First, buyers of power retailers should respond more actively to rapidly changing purchasing situation. Second, job content of buyers in power retailers can be redesigned based upon results of this study. Third, as the size and the length of operation of retailers increase, an innovative system should be invented to enhance the effectiveness of power retailers. Limitations of this study were: First, validity and reliability of data collection methods used in this study were questionable for the lack of past researches in Korea. Second, static research method was employed in this study. Generalization over different time interval was almost impossible from results of this study.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.375-390
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• 2001

Currently the super power of department stores over their tenants has mentioned in Korean apparel newspapers very often. It may be the one that the government in fashion industry has not delved into the relationship between department stores and their tenants. The aim in here is to look at the conceptual framework of power based on the retail power oriented and to explain current issues with its theoretical backgrounds. Due to the inherent of retailer power oriented, this study involves not only in French and Raven's power sources but also in positioning power source that is the ability of allocating the location and adjusting size of the store. 235 samples are tested through Lisrel. The results of statistical analysis show that: The power of department store over that perceived by the tenant has negatively influenced countervailing power of the tenant upon department store. The coercive power sources of department store have positively influenced the power of department store over that perceived by the tenant while the non-coercive power sources have not significantly influenced on it. The countervailing power of the tenant has positively influenced the non-coercive power sources of department store perceived by the tenant. On the other hand, the countervailing power of the tenant has not significantly influenced the coercive power sources of department store perceived by the tenant. The implication of these results is that the retailer oriented power sources and its implements differs from the manufacturer oriented ones in the framework of power. A great deal more research is required in order that the relationship between department store and its tenants can be better understood.