• 산업경영시스템학회지
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• 제38권4호
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• pp.80-87
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• 2015

The proliferation of the Internet and communication technologies and applications, besides the conventional retailers, has led to a new form of distribution channel, namely home sopping through the telephone, TV, catalog or the Internet. The conventional and new distribution channels have different transaction costs perceived by the consumers in the following perspectives: the accessibility to the product information, the traffic cost and the opportunity cost for the time to visit the store, the possibility of 'touch and feel' to test the quality of the product, the delivery time and the concern for the security for the personal information. Difference in the transaction costs between the distribution channels results in the different selling prices even for the same product. Moreover, distribution channels with different selling prices necessarily result in different business surpluses. In this paper, we study the multilateral bargaining strategy of a manufacturer who sells a product through multiple distribution channels with different transaction costs. We first derive the Nash equilibrium solutions for both simultaneous and sequential bargaining games. The numerical analyses for the Nash equilibrium solutions show that the optimal bargaining strategy of the manufacturer heavily depends not only on the degree of competition between the distribution channels but on the difference of the business surpluses of the distribution channels. First, it is shown that there can be four types of locally optimal bargaining strategies if we assume the market powers of the manufacturer over the distribution channels can be different. It is also shown that, among the four local optimal bargaining strategies, simultaneous bargaining with the distribution channels is the most preferred bargaining strategy for the manufacturer.

• 한국가금학회지
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• 제26권1호
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• pp.43-50
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• 1999

The features of special brand eggs are growing more and more diverse and it is hard to draw a clear distinction between these and ordinary (no-brand) eggs. Special brand eggs range from those with objectively recognizable characteristics to those given only an unsubstantial product image and price differentials are among them great, too. The relation between product features and prices is unclear. Special brand eggs are the commodity whose characteristics are the vaguest of all livestock products. Farm's brand eggs produce a high profitability to producers is they are directly sold to consumers, by, for example, home-delivery service. But if they are sold to supermarkets, etc., producer's (poultry farmer's) income becomes lower by the amount of distributors' margin, reducing the profitability substantially. Thus how to increase the ration of retailing is important for farmers to secure a high profit. The sales strategies of poultry are the combination of two elements, that is, new product development (product differentiation) and creation of new market. But it is difficult for special brand egg producers to develop products with clear characteristics (use value) distinct form ordinary eggs and so these producers depend on the factors of appearance, such as the color of egg shells and package. Special brand eggs manage to keep their marketable value by the combination of the few product features and product image. Thus NB eggs from feed producers have a great market-ability since they can take advantage of the power of patents and TV commercials. However, market differentiation affects profitability much more than product features and price gaps are very wide between directly sold and wholesaled eggs. The producers of special brand eggs have come to the turning point where they have to decide whether they will content with being the subcontractors for NB and PB eggs or they will continue to keep their independence in production and marketing.

• 벤처창업연구
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• 제9권6호
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• pp.183-198
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• 2014

본 연구는 신제품 개발 전략 보유 여부 및 정형화된 신제품 개발(NPD)활동 여부가 국내 코스닥 기업들의 신제품 개발 성과에어떠한 영향을 미치는 지를 분석하였다. 본 연구결과 신제품 개발 프로그램을 주도하고 통합 할 수 있는 구체적인 신제품전략을 보유하고 있는 기업이 48.5%, 보유하고 있지 않은 기업이 51.5%로 아직은 신제품개발 프로그램을 보유하고 있지 않은 기업이 다소 많은 것으로 나타났다. 신제품개발 성과달성 결과는 신제품 성공비율이 51.21%, 신제품수익 성공비율은 44.87%로 나타났으나, 1993년 미국의 Kuczmarski & Associates의 77개 다양한 산업들을 대상으로 조사하여 신제품 개발 성과가 '매우 성공적'이거나 '성공적'이라고 평가한 응답자들이 53%, 미국의 제품개발관리협회(PDMA)에서 1995년에 두 번째 best practice 연구를 통하여 신제품 개발 성공률이 59% 였던 점을 비교했을 때 이번 조사 기업은 1995년 미국의 제품개발관리협회에서 조사한 결과의 평균에 다소 못 미치는 것으로 나타났다. 신제품 개발 전략을 보유한 여부에 따라 신제품 개발 성과간의 차이가 있는 지를 검증한 결과 신제품개발 전략을 보유여부에 따라 신제품 성공비율이 차이가 나고 신제품전략을 보유할수록 신제품 성공비율이 높은 것으로 나타났다. 신제품 개발활동은 문서화된 프로세스는 없지만 제품 개발에 따르는 개별업무가 완성되기까지 명확하게 인지된 절차를 따르는 기업이 39.6%로써 미국의 1990년 PDMA 결과 76%인 것과 비교해 볼 때 아직 우리 코스닥 기업들이 미국 기업들 보다는 정형화된 NPD 프로그램을 적게 보유하고 있는 것으로 나타났다, ANOVA 검증 결과 공식적으로 문서화된 프로세스 존재여부에 따라 신제품 개발 성공률의 차이가 있는 것으로 나타났다. Scheffe, Bonferroni 사후검증 결과 공식적으로 문서화된 프로세스는 없지만 개별업무 절차를 보유한 기업들 보다 공식 문서화된 프로세스를 보유하고 정해진 부문에서 일련의 업무를 수행하는 기업들이 5%유의수준에서 18.385 만큼 신제품 개발 성공율이 높은 것으로 나타났다. 본 연구의 기존 연구와의 차별성은 미국의 제품개발관리협회(PDMA)가 미국전역에 걸쳐 연구한 내용을 국내 코스닥기업에 적용했다는 점이다. 또한 국내의 신제품개발관련 기존 연구가 과거 일부 산업에 국한된 연구가 이루어졌으나 본 연구에서는 국내 코스닥기업의 다양한 산업에 적용하였다는 것이다. 본연구의 시사점으로는 코스닥기업협회나 관련 부처에서는 기업들의 생존율을 높이고 경쟁력을 강화하기 위해 신제품개발에 대한 정형화된 프로세스를 교육하고 지도할 필요가 있다는 것이다.

• Asia Marketing Journal
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• 제13권3호
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• pp.233-248
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• 2011

이 사례는 종합식품회사인 풀무원이 '생라면'이라는 신시장을 열정과 혁신으로 개척한 내용을 담고 있다. 본문에서는 풀무원의 신시장 개척 사례를 보다 구체적으로 조명해 보기 위해 풀무원의 생라면 시장 도전의 역사, 신제품 개발 과정, 신시장 개척을 위한 마케팅 전략 및 마케팅 믹스, 시장성과 및 향후과제 등을 다루고 있다. 1995년 이후 꾸준히 기름에 튀기지 않은 생라면이라는 새로운 제품군을 개척하기 위해 노력해 온 풀무원은 마침내 2011년 '자연은 맛있다'라는 혁신적인 신제품으로 기존의 유탕면으로 대표되던 라면 시장에 웰빙 바람을 일으켰다. 건강과 영양을 중시하는 소비자군을 표적 고객층으로 정한 풀무원은 생라면과 유탕면을 '건강한 라면 대 건강하지 않은 라면'으로 경쟁구도화 하는 포지셔닝 전략을 구사하였다. 즉, 맛의 강도와 건더기의 양으로 구분되어 있었던 기존의 경쟁구도를 자연 재료와 인공 재료, 기름에 튀긴 면과 기름에 튀기지 않은 면을 양대 축으로 하는 경쟁 구도로 전환하고자 하였던 것이다. 이러한 풀무원의 신시장 개척을 위한 노력은 성공적으로 평가되고 있다. '자연은 맛있다'는 출시 이후 꾸준한 매출 성장세를 보이고 있으며, 소비자를 대상으로 한 조사 결과도 재구매율, 관능 만족도 면에서 긍정적인 결과를 보여주고 있다. 이러한 풀무원 생라면의 성공은 탄탄한 신제품 개발 프로세스, 기술적인 혁신, 성공적인 포지셔닝 및 일관된 커뮤니케이션 전략에서 기인했다고 볼 수 있다. 또한, 풀무원이 꾸준히 구축해온 자연친화적인 기업 이미지와 최고 경영자 이하 전 조직원의 뜨거운 열정도 중요한 성공요인이라고 분석된다.

• Journal of Information Technology Applications and Management
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• 제20권4호
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• pp.279-291
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• 2013

Companies need to secure strong methods of new product development in a rapidly changing competitive environment. They overly focusing on the perception of consumers can not lead radical changes. They need to generate sufficient creative ideas in the early stages of new product development to make radical change. The purpose of this study is to examine the effect of a creative method on the generation of creative ideas. An enhanced creativity method was designed considering existing methodology and cognitive elements. This study specifically focused on team rather than individual level creativity. This arrangement reflects the fact that companies in practice rely on team unit in NPD process. The contribution of the study is two fold : enhancing existing methodology, and testing the effect of conceptual distance on making of creative ideas. The experimental results showed that appropriate conceptual distance help to make best creative output and that ABIS attribute is proved to be more effective than traditional association.

• 경영과학
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• 제25권3호
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• pp.101-122
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• 2008

A wide variety of convergent digital products are emerging through the combination of multiple independent digital technologies. Digital convergence provides new revenue sources for businesses and new ways of satisfying individual needs of consumers. Despite its business and consumer implications, little research has addressed how people perceive or evaluate convergent products. This study aims at understanding how consumers interpret and evaluate convergent digital products by conducting two consecutive studies. Firstly, a survey was conducted to understand how people interpret convergent products in three ways suggested by the conceptual combination theory based in cognitive science. Secondly, an experiment was conducted to investigate the impact of combination strategies and product similarities on user evaluation of convergent products. Study results indicate that similarity of constituent products has a substantial effect on the interpretation of concept combination strategies. Moreover, combination strategy and product similarity were found to have substantial effects on user comprehension, perceived newness, and preferences for convergent products. This paper ends with an examination of the implications and limitations of the study results.

• International Journal of Computer Science & Network Security
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• 제21권2호
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• pp.193-197
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• 2021

Customers are increasingly attracted towards different e-commerce websites and applications for the purchase of products significantly. This is the reason the sellers are moving to different internet based services to sell their products online. The growth of customers in this sector has resulted in the use of big data analytics to understand customers' behavior in predicting the demand of items. It uses a complex process of examining large amount of data to uncover hidden patterns in the information. It is established on the basis of finding correlation between various parameters that are recorded, understanding purchase patterns and applying statistical measures on collected data. This paper is a document of the bottom-up strategy used to manage the selling price of a first-time product for maximizing profit while selling it online. It summarizes how existing customers' expectations can be used to increase the sale of product and attract the attention of the new customer for buying the new product.

• 한국식품조리과학회지
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• 제26권4호
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• pp.434-440
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• 2010

This study was conducted among university students living in the Daegu-Gyeongbuk region to determine the perception, Preference, and improved consciousness of Gyeongbuk local foods classified by the Yugyo, Silla, Ocean, and Gaya cultures. In the Andong area, subjects demonstrated outstanding, high rates of perception of and preference for local foods. The perception of and preference for foods from the Yugyo and Silla cultures were relatively high compared to those of others. The degree of perception of Gwamegi foods was high, but the degree of preference was rather low. It is believed that establishing new counterplans is necessary to obtain higincrease preference for foods from the Ocean culture. Sigeumjang foods of the Ocean culture showed alow degree of both perception and preference. The analysis showed that there was a discrepancy between the perception of and preference for foods in the Gaya culture. To improve the relationship between awareness of and preference for foods in the same culture we determined that menu strategy, development strategy and sales strategy were important factors. The results of the survey investigating the correlation between improved awareness of and perception of foods showed menu strategy and development strategy had meaningful effects. According to the survey, the factors that influenced choices of foods local to Yugyo were classified into categores-: menu strategy, development strategy, product strategy, and sales strategy.

• International Journal of CAD/CAM
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• 제11권1호
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• pp.1-10
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• 2011

Product lifecycle management (PLM) is a new business strategy for enterprise's product R&D. A PLM system holds and maintaining the integrity of the product data produced throughout its entire lifecycle. There is, therefore, a need to build a safe and effective product data model to support PLM system. The paper proposes a domain-based product data model for PLM. The domain modeling method is introduced, including the domain concept and its defining standard along the product evolution process. The product data model in every domain is explained, and the mapping rules among these models are discussed. Mapped successively among these models, product data can be successfully realized the dynamic evolution and the historical traceability in PLM system.

• 산경연구논집
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• 제13권8호
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• pp.9-18
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• 2022

Purpose: K-beauty products industry trends, estimates and dynamics are examined in this study to discover a potential possibility for growth. There is a thorough examination of the elements that drive and impede the expansion of the K-beauty industry. This study aims to investigate marketing strategy of K beauty product to enhance economic growth in South Korea. Research design, data and methodology: This study used one of the most famous approach for analyzing the current literature which is a PRISMA (Process and Systematic Reviews and Meta-Analyses) method. This method maps out the number of records identified, the included and the excluded ones with the reasons for the exclusion. The technique clearly states the research problem and the appropriate scope. Results: The theoretical findings of prior literature indicates K-beauty companies should retain physical locations despite the trend toward online commerce, in order to guarantee that they meet the demands of different customers and enhance customer experiences to develop trust and loyalty. Conclusions: The findings of this research are of academic importance since they provide light on customer preferences for new K-beauty products. While past research has often ignored certain kinds of influencers, this study emphasized the need of considering influencers and certain product exposure strategies together, which has major academic consequences.