• Journal of Distribution Research
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• v.7 no.1
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• pp.105-127
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• 2002

This paper presents an analysis of how the business models of organizations are getting transformed in the Marketspace created by the Internet. We use a research model comprising the transformation scores of four Ps(Product, Price, Promotion, and Place) as dependent variables and three dimensions, Demographics, Technology, and Community elements on the Websites, as explaining variables about the Cyber Transformation of the 4Ps. While most existing literatures have focused on Website's technology, our research model includes 22 five-point-scale items; 10 Demographics /Technology items and 12 Community items. To measure the 4P's transformation scores, the authors selected 14 workable items from the Marketspace Model by Dutta, Kwan, & Segev(1997). A sample of 123 shopping mall Websites comprising three categories(grocery, jewelry/accessory, and cosmetics) from the 100hot.co.kr list are evaluated and the data is analyzed by SPSSWIN 8.0 version. The result shows that there are five significant factors, Technology, Interaction, Connectedness, Business Features, and Domain, while the average transformation scores of 4Ps are at very low level. The factor scores are used in regression analysis for each P. Two factors, Technology and Interaction are influencing all four Ps; Connectedness is influencing only two, Product and Place. Organizations must not simply take their existing business models. They have to adopt the Technology items(navigation, logo, e-mail, guide, graphics) and to facilitate the Interaction items(consulting, number/quality of bulletin boards, participation, offline events) and Connectedness(club activation, contents, partner/site link, entertainment contents) in order to get transformed in the Marketspace successfully in the near future.

• The Journal of Society for e-Business Studies
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• v.4 no.3
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• pp.119-137
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• 1999

The World Wide Web(WWW) has provided multi-media cyberspace for electronic markets where suppliers and demanders can do global electronic business with each other directly and conveniently. There are two contradictory views on the roles of intermediaries in electronic markets. One says we may not need intermediaries in doing business because suppliers and demanders can contact with each other directly in electronic markets. The other thinks that the intermediary function may be vertically decomposed from the company's internal value chain because it can be done more efficiently through networks by external intermediaries. Intelligent software agent is a new emerging technology in the field of computer science. An intelligent agent can support and do actions on behalf of users on computer networks. We think that this technology can be utilized to implement more efficient cybermediaries for electronic commerce. This paper proposes an XML-based framework for financial software agent, which selects financial products best fitted for the customer's needs in electronic market environment.

• International Commerce and Information Review
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• v.3 no.2
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• pp.143-160
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• 2001

전자시장에서 판매자와 구매자의 비즈니스 모델은 매우 다양하다. 그것은 자료의 이동에 이용되는 통신망에 따라서도 구분된다. 내부의 조직적인 자료 통신망은 구매자-판매자 관계에 대해 두 가지 대조적인 영향을 미친다. 또한 통신망은 구매자와 판매자사이에 더욱 짧은 거래에 의해 특정화된 전자적인 시장을 조장하기 위해 이용된다. 그러나 존재하는 상거래 관계를 강화하기 위한 통신망의 사용과 새로운 거래 파트너에 변화비용을 증가시킴으로써 파트너를 일정한 상태로 유지하는데는 그럴 듯 하다. 이에 따라 전자적인 시장에 대한 요즘의 추세는 더욱 널리 인식되고 있다. 본 논문은 이러한 배경에서 판매자와 구매자의 이론적이고 논리적 근거들을 바탕으로 전자시장에 적합한 비즈니스 모델들을 찾는데 그 목적이 있다.

• Journal of the military operations research society of Korea
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• v.29 no.1
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• pp.76-87
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• 2003

This paper proposes that we need a simpler method for developing the Website strategy for public institutions. The research objectives are threefold: (1) A model that relates to the monitoring of Website strategy in the public sector is proposed. The model includes basic dimensions and a $2{\times}3$ matrix that is a simplified version of the Mohammed et dl.s Marketspace Matrix. (2) The model is tested empirically with a sample of 56 Websites selected from govemment agencies, military organizations and police stations in Korea. (3) The effect of dimension/factors on the innovation level is tested. A special attention is paid to online attracting that is important for public institutions which usually do not use offline advertising aggressively. Results from regression analyses show that main dimensions (Marketing Drivers and relationship Stages) and three factors (Basic Information, Support Information, and Participation) in the matrix are all significantly influential on the innovation level, but the Attracting is not. Colorful designs and attracting features of a homepage have not necessarily anything to do with innovation. This message can offer a good piece of advice for managers of Websites.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2003.05a
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• pp.298-303
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• 2003

Due to the changes in market place, new business types(e.g. e-business) have been rapidly emerged and increased. However, those new business types have not much been emerged n shipping and port related industries, and adoption rate of e-business in this area is very low, compared to other industries. Thus, to promote e-business in this area. many policies have been studied. However, most of previous studies have not been based on industrial structure, and results of these studies have mostly been case by case. Further, there have been no research based on the related theories. As a result, despite many of research and project for shipping and port related e-business, prominent achievements in this area have never to be presented. For these reasons, it can be stated that, first of all, basic studies related to new business types in shipping and port are needed. For these reasons, it can be stated that, first of all, basic studies related to new business types in shipping and port are needed, and then, various policies based on results of those basic studies should be discussed. The aim of this study is to classify business types existed (or expected) in a port related industry, ship bunkering. This taxonomy was based on theories related to business layer(BL) and value chain(VC), and these BL and VC combination enabled to acquire all possible business types.

• Journal of Global Scholars of Marketing Science
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• v.19 no.3
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• pp.37-48
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• 2009

The standardization of marketing has been one of the most focused research topics in international marketing. The term "global marketing" was often used to mean an internationally standardized marketing strategy based on similarities between foreign markets. Marketing standardization was discussed only within the context of traditional physical marketplaces. Since then, the digital "marketspace" of the Internet had emerged in the 90's, and it became one of the most important drivers of the globalization process opening new opportunities for the standardization of global marketing activities. On the other hand, the opinion that a greater adoption of the Internet by customers may lead to a higher degree of customization and differentiation of products rather than standardization is also quite popular. Considering this disagreement, it is notable that comprehensive studies which focus upon the marketing standardization especially in the context of global e-commerce are missing to a high degree. On this background, the two basic research questions being addressed in this study are: (1) To what extent do companies standardize their marketing in international e-commerce? (2) Is there an impact of marketing standardization on the performance (or success) of these companies? Following research hypotheses were generated based upon literature review: H 1: Internationally engaged e-commerce firms show a growing readiness for marketing standardization. H 2: Marketing standardization exerts positive effects on the success of companies in international e-commerce. H 3: In international e-commerce, marketing mix standardization exerts a stronger positive effect on the economic as well as the non-economic success of companies than marketing process standardization. H 4: The higher the non-economic success in international e-commerce firms, the higher the economic success. The data for this research were obtained from a questionnaire survey conducted from February to April 2005. The international e-commerce companies of various industries in Germany and all subsidiaries or headquarters of foreign e-commerce companies based in Germany were included in the survey. 118 out of 801 companies responded to the questionnaire. For structural equation modelling (SEM), the Partial-Least. Squares (PLS) approach in the version PLS-Graph 3.0 was applied (Chin 1998a; 2001). All of four research hypotheses were supported by result of data analysis. The results show that companies engaged in international e-commerce standardize in particular brand name, web page design, product positioning, and the product program to a high degree. The companies intend to intensify their efforts for marketing mix standardization in the future. In addition they want to standardize their marketing processes also to a higher degree, especially within the range of information systems, corporate language and online marketing control procedures. In this study, marketing standardization exerts a positive overall impact on company performance in international e-commerce. Standardization of marketing mix exerts a stronger positive impact on the non-economic success than standardization of marketing processes, which in turn contributes slightly stronger to the economic success. Furthermore, our findings give clear support to the assumption that the non-economic success is highly relevant to the economic success of the firm in international e-commerce. The empirical findings indicate that marketing standardization is relevant to the companies' success in international e-commerce. But marketing mix and marketing process standardization contribute to the firms' economic and non-economic success in different ways. The findings indicate that companies do standardize numerous elements of their marketing mix on the Internet. This practice is in part contrary to the popular concept of a "differentiated standardization" which argues that some elements of the marketing mix should be adapted locally and others should be standardized internationally. Furthermore, the findings suggest that the overall standardization of marketing -rather than the standardization of one particular marketing mix element - is what brings about a positive overall impact on success.