• Journal of Distribution Science
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• v.18 no.12
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• pp.55-66
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• 2020

Purpose: For bakery retailers that want to enter the Chinese market, this study seeks to draw implications through the analysis of Paris Baguette, Paul Bakery and local competitors. In particular, the study analyzes entry strategies, as well as the advantages and disadvantages of the companies. Research design, data and methodology: This study analyzed the Chinese bakery industry and overviewed the policy of bakery industry. The research method utilized Chinese Statistical Yearbook of Food Industry and literature related to Chinese bakery industry. Additionally, this study used case analysis methods for foreign and local bakery enterprises in the bakery industry. Results: During the rapid growth of bakery industry, Paris Baguette made a successful settlement by utilizing localization strategy; while on the contrary, Paul Bakery took a standardization strategy and failed in the Chinese market. Conclusions: Paris Baguette succeeded in launching localized products after thoroughly analyzing products that suit local tastes in China. However, Paul Bakery has been knocked out of the Chinese market for failing to capture the taste of the Chinese people by launching standardized products that reproduce French culture and taste. As such, the Chinese market is huge and differences exist in different provinces, so standardization and localization strategies should be appropriately utilized.

• Journal of Distribution Science
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• v.2 no.1
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• pp.39-62
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• 2004

국내에 진출한 Carrefour, Wal-Mart, Tesco(home plus) 등 다국적화된 소매기업들을 통하여 주 2 휴일제 실시로 변화가 예상되는 그들의 점포운영방안을 실적을 분석해봄으로써 보다 효율적인 경영전략과 운영 방안을 모색해보고자 하였다. 국내 할인점의 포화기 진입단계에 들어선 시점에서 국내 진출 다국적 기업들은 국내 선두 기업과 비교하여 짧은 진출 역사에도 안정성과 수익성 측면, 활동성 부문에도 양호한 결과를 나타내고 있으며, 이들의 운영의 전략적 측면은 구매 부문의 EDLP와 운영부문에 EDLC가 선 순환되고 유통·물류정보시스템과 결합하면서 Low Cost Operation이 추진하고 있음을 알 수 있다. 다국적 소매기업들은 표준화와 현지화를 대립이 아닌 양립과 조화로 보면서 현지화 부문에서는 MD(VMD) 부문 개선과 고객서비스를 개선함으로써 국내 기업들의 강한 경쟁자로서 접근하고 있다고 판단된다. 일부 우려에 대한 다국적 기업의 실적 저조에 대한 판단은 그들의 경영전략과 현지화 단계에서의 차이를 감안하면 이른 판단으로 사려 되며, 이러한 다국적화 소매유통기업에 대한 운영방안에 대한 고찰은 다국적 소매기업 및 국내 소매업체들의 경쟁력 향상에도 기여할 것으로 본다.

• Journal of Global Scholars of Marketing Science
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• v.14
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• pp.145-169
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• 2004

With the full liberalization of distribution sector in 1997, both multinational and domestic discount retailers have been competing to gain more market share in Korea. Increased competition among domestic and international retail stores forces marketing academics and practitioners to understand the various factors affecting discount retail store satisfaction and loyalty. This study examines how store image of a retailer influences consumers' attitudes, satisfaction and intention to re visit that store. The data, collected from a sample of 416 customers in Busan, Korea, indicate that store image is exerting positive influences in the formation of attitude, satisfaction. But favorable store image does not have positive impact on the intention to revisit the store. Rather the impact of store image on intention to re visit is mediated by attitudes and satisfaction. And unlike the overall store image, attitudes have positive effect on the formation of consumers' intention to revisit, not mediated by satisfaction. And satisfaction also results in higher possibility of forming intention to revisit that same discount store. Based on these results, we provide theoretical and managerial implications, limitations of this research, and useful directions for future study.