• 한국건설관리학회논문집
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• 제14권1호
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• pp.23-31
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• 2013

서브프라임 금융위기 이후 주택시장이 침체되면서 2000년대 초반과 같이 주택투자로 고수익을 올릴 수 있는 시기는 앞으로 찾아오지 않을 가능성이 이제 점차 높아지고 있다. 이에 따라 과거 고수익의 원천이 되었던 부동산 시장은 점차 수익형 부동산 등 안정적 수익을 획득할 수 있는 투자시장으로 변모하고 있다. 이에 따라 대표적인 간접투자상품인 리츠의 시장규모는 더욱 커질 것으로 판단된다. 그러나 아직까지 리츠시장은 일반적인 주택투자시장 및 금융시장보다 훨씬 더 그 성장이 미미한 실정이다. 하지만 포트폴리오 이론을 토대로 한 위험관리의 중요성이 투자의 매우 중요한 개념을 자리잡고 있는 바 리츠의 안정적인 수익 창출은 포트폴리오의 위험관리에 효과적일 것으로 판단된다. 이러한 관점에서 본 논문에서는 주식시장의 다양한 업종들 중 상대적으로 안정적인 수익을 확보할 수 있는 리츠가 포트폴리오에 편입되었을 때 위험 분산 효과를 실증분석하는 것을 목적으로 한다. 분석결과에서 확인할 수 있듯이 대표적인 경기방어주인 음식료업종과 마찬가지로 리츠업종 역시 전체 시장을 나타내는 코스피와 상관계수값이 상대적으로 낮은 것으로 나타났으며 최소분산포트폴리오로 구성했을 경우에도 표준편차가 매우 낮게 나오는 등 음식료업종과 같이 투자포트폴리오에 편입했을 경우 위험분산 효과를 기대할 수 있을 것으로 판단된다. 투자시장은 향후 미래의 불확실성에 따라 항상 위험을 감수해야 함에 따라 위험 대비 수익이 어느 정도인지가 매우 중요하다. 이러한 관점에서 리츠를 활용하여 포트폴리오를 구성할 경우 위험분산 효과를 획득할 수 있는 바 충분히 그 투자 효용성을 가지고 있을 것으로 판단된다.

• 지식경영연구
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• 제19권4호
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• pp.59-76
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• 2018

With the arrival of the big data era, customer data and data mining analysis have gradually dominated the process of Customer Relationship Management (CRM). This phenomenon indicates that customer data along with the use of information techniques (IT) have become the basis for building a successful CRM strategy. However, some companies can not discover valuable information through a large amount of customer data, which leads to the failure of making appropriate business strategy. Without suitable strategies, the companies may lose the competitive advantage or probably go bankrupt. The purpose of this study is to propose CRM strategies by segmenting customers into VIPs and Non-VIPs and identifying purchase patterns using the the VIPs' transaction data and data mining techniques (K-means clustering and association rules) of online shopping mall in Korea. The results of this paper indicate that 227 customers were segmented into VIPs among 1866 customers. And according to 51,080 transactions data of VIPs, home product and women wear are frequently associated with food, which means that the purchase of home product or women wears mainly affect the purchase of food. Therefore, marketing managers of shopping mall should consider these shopping patterns when they build CRM strategy.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 1998년도 추계학술대회 논문집
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• pp.407-410
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• 1998

Configuration is a set of building block processes, a series of selection and combining parts or components which composes a whole thing. A whole thing could be such a configurable object as manufacturing product, network system, financial portfolio, system development plan, project team, etc. Configuration problem could happen during any phase of product life cycle: design, production, sales, installation, and maintenance. Configuration has long been one of cost and time consuming work, because only high salaried technical experts on product and components can do configuration. Rework for error adjustments of configurations at later process causes far much cost and time, so accurate configuration is required. Under the on-line electronic commerce environment, configuration problem solving becomes more important, because component-based sales should be done automatically on the merchant web site. Automated product search, order placement, order fulfillment and payment make that manual configuration is no longer feasible. Automated configuration means that all the constraints among components should be checked and confirmed by configuration engine automatically. In addition, technical constraints and customer preferences like price range and a specific function required should be considered. This paper gives an brief overview of configuration problems: characteristics, representation paradigms, and solving algorithms and introduce CRSP(Constraint and Rule Satisfaction Problem) method. CRSP method adopts both constraint and rule for configuration domain knowledge representation. A survey and analysis on web sites adopting configuration functions are provided. Future directions of configuration for EC is discussed in the three aspects: methodology itself, companies adopting configuration function, and electronic commerce industry.

• 한국콘텐츠학회논문지
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• 제15권9호
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• pp.465-477
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• 2015

강력한 모브랜드 자산을 구축하고 이를 레버리지로 이용하는 브랜드 확장의 활용은 다양한 장점에도 불구하고 모브랜드 자산의 약화 등 여러 부정적 측면도 고려해야 할 필요가 있다. 이에 반해 개별브랜드 전략의 활용은 브랜드 확장전략보다 세분시장 내에서 브랜드 고유의 정체성을 구축하고, 강력한 포지셔닝을 할 수 있다는 장점이 있지만, 강력한 브랜드 자산을 지니기 까지 많은 투자를 요구한다는 약점을 지니고 있다. 본 연구는 이와 관련해 브랜드 확장전략이 아닌 개별 브랜드 전략을 활용해 기업 브랜드 포트폴리오를 관리하는 경우에도 기업 브랜드가 보증의 역할을 수행하는 경우에는 기존 모브랜드의 자산 레버리지를 활용할 수 있는 성공적인 기업의 브랜드 관리 전략 대안이 될 수 있음을 실증하고자 하였다. 이를 위해 본 연구는 브랜드 포트폴리오 전략에 따라 구매의사결정에 영향을 미칠 수 있는 확인비용 및 결정비용의 역할을 검증하고, 각 전략이 의사결정 효율에 어떠한 차이가 가져오는지를 검증하고자 하였다. 연구결과 개별브랜드 전략을 활용하더라도 기업브랜드가 보증의 역할을 하는 수행하는 경우에는 브랜드 확장 전략과 같은 높은 의사결정 효율성을 기대할 수 있음을 확인하였다. 이를 바탕으로 본 연구는 개별 브랜드 전략을 활용하면서 기업브랜드를 통해 보증을 수행할 경우 개별브랜드 장점을 유지하면서 브랜드 관리 효율성은 제고할 수 있음을 제시하고 있다.

• 경영과정보연구
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• 제16권
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• pp.37-58
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• 2005

The purpose of this study is to find the 'Integrated Marketing Communication(IMC)' strategies for the reinforcement of brand power in the insurance company. First, from theoretical backgrounds, I have investigated acquisition effects, strategies for changing brand power, decisions on a product differentiation and Brand portfolio, market segmentation and Brand Positioning under various strategic marketing factors based on the reinforcement strategies of brand power. Second, there is a significant difference between insurance company names recalled first and brand names recalled first. Third, in terms of consumers' preferences, there exists a substantial difference between insurance company and brands. From this study, the following conclusions are drawn. First, insurance company and brand power should be carefully developed and used as a tool to secure competitive advantages. Second, insurance company and brand power should be considered and continuously enhanced as an important asset for the insurance company. With growing brand importance, brand management is an essential step for powering brands.

• 산업경영시스템학회지
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• 제35권2호
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• pp.212-219
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• 2012

This study focus on what methods of MOT are needed and utilized to solve a technical problem in the MOT leading company. We first classified the MOT methods by project life cycle and R&D job quality based on the several discussion with working group. In order to study, the survey was carried out by 168 experts working on MOT practices. Our main research findings are as follows. The level of utilized MOT methods was above average because MOT sector was beginning to represent an increasing share of total R&D business. But the satisfaction level on the MOT majors was below average. The more utilized MOT methods in practices were 'environment analysis and opportunity research,' 'business feasibility,' 'roadmapping,' 'portfolio,' 'technology tree,' 'scheduling,' 'risk management,' 'six sigma,' 'design of experiment,' 'quality control,' 'cost analysis' etc. And the subjects of product realization process were also needed to MOT practice such as 'design for reliability,' 'design for cost,' 'design for performance,' 'design for safety' deeply involved to product quality. Finally, the capability requested to University students were 'problem define and solving,' 'technology planning and strategy,' 'creative thinking.'

• Asia Marketing Journal
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• 제20권2호
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• pp.85-98
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• 2018

Korea Ginseng Corporation is a global ginseng company, owning one of the most leading brands in Korea, CheongKwanJang. Although Korea Ginseng Corporation was an undoubted market leader in the red ginseng market, it faced a new challenge in 2012 due to the changes in market environment. In order to keep its market leadership in a saturated and competitive market, the company decided to extend its product lines alongside the launches of new brands. In this article, the authors demonstrate the development process of the company's brand portfolio strategy to reveal how the company turned CheongKwanJang into a mega-brand. Also, this paper explores the impact of CheongKwanJang's reputation on new brands, thereby illustrating how the company successfully managed to introduce new products outside of the red ginseng category, ranging from organic food to a pet food market.

• 유통과학연구
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• 제19권5호
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• pp.23-34
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• 2021

Purpose: This study identifies the critical elements of relationship management required to be studied in distribution sciences to create a relational bond of watch manufacturers with their retailers in India. The offline watch retail market is undergoing a rapid transformation due to technology intervention in the product portfolio and the advent of online retailing. The study identifies the interrelationships amongst the constructs of interdependence, trust, affective commitment, and information exchange to form long-lasting relational bonds in the watch industry. Research design, data and methodology: We used a path analysis to investigate the relationship between interdependence, trust, affective commitment, and information exchange. Data has been collected from 143 watch retailers using judgmental sampling method. Results: The data analysis suggested the establishment of measurement and structural model. The absolute and relative goodness of fit models in the causal analysis are 0.628 and 0.959 suggesting a sufficient fit index. Based on the analysis of direct and indirect effects, the results indicate that trust fully mediates the effect of interdependence and information exchange of retailers with the manufacturer. Conclusions: Trust plays an important role in driving commitment and information exchange between watch manufacturers and retailers. Interdependence in the manufacturer-channel relationships would lead to affective commitment only when trust exists in the relationship. [AMAWATE, Vibhas.] in Web of Science and Scopus).

• 기술혁신연구
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• 제28권4호
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• pp.63-93
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• 2020

본 연구는 반도체 제품과 설비기술을 대상으로 제품-공정기술 공진화를 교차영향분석(cross impact analysis)을 통해 구체화하고, 공진화 관계를 기술 인텔리전스의 대표적 도구 중 하나인 기술레이더에 통합하는 방법을 제시한다. 교차영향분석을 통해 공정기술 발전과 제품특성 개선이 반복되는 공진화 경로와 축이 되는 세부기술들을 파악했다. 또한 공진화 관계를 기술레이더의 기술가치평가 프로세스에 반영해 가치평가와 연구개발 포트폴리오의 신뢰성을 제고했다. 학술적 측면에서 기술간 공진화를 세부기술 단위에서 구체화했으며, 기술 공진화 이론과 기술 인텔리전스의 접점을 제시했다는 의미가 있다. 실무적 측면에서는 반도체 관통전극-하이브리드 패키지 제품과 주요 후공정 기술간 공진화 및 기술레이더 분석 실례를 제시하고, 이를 통해 기술간 공진화 관계를 기존 기술전략 및 기획도구에 반영해 기업의 미래준비역량과 전략기획의 신뢰성을 제고하는 방법을 구체화했다는 점에서 가치가 있다.

• Asia Marketing Journal
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• 제15권3호
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• pp.97-115
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• 2013

This paper was motivated by two gaps in the extant literature on brand portfolio planning. First, research has shown that, as the number of products connected to a brand increases, the extended product receives more favorable evaluations. However, this result was obtained by comparing two brands with different number of products while controlling the brands' breadths. Hence one may question if the above result would hold when the brand is narrow as well as broad. Second, the literature has investigated the effect of brand breadth on the perceived fit and evaluations of an extended product within a relatively limited range ("narrow vs. broad") and not considered the case of a "very broad" brand. To address these gaps, we propose two hypotheses: 1) the effects of the number of products associated with a brand on the perceived fit and evaluations of a moderately far brand extension are moderated by the brand's breadth (H1); and 2) the relationship between a brand's breadth and a moderately far extension's perceived fit and evaluations looks like an inverse-U shape (H2). Study 1 was conducted to test H1. Study 1 employed a 2 × 2 within-subjects design in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow or broad). We measured brand breadth as the perceived similarity among products associated with a brand. Participants provided the perceived fit and evaluations of an extended product. Study 2 was conducted to test H2 as well as to replicate Study 1 in a more general setting and with different products. It employed a 2 × 3 within-subjects design, in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow, broad, or very broad). The results from two experiments support both hypotheses. This paper contributes to the literature on brand extensions in two ways. First, it broadens our understanding of the effects of product number and brand breadth on extended product evaluations by considering the two factors jointly. Second, we believe this study to be the first to present evidence that brand breadth can exert an inverted U-shape effect on the perceived fit and evaluations of an extended product. The results also offer implications for marketers. First, marketers should heed the finding that adding similar products to a narrow brand does not help the brand's extension launch. Second, the finding that the relationship between brand breadth and extended product evaluations might not be linear provides practical implications. While a narrow brand should not keep launching close extensions, nor should a broad brand continue producing far extensions to broaden its breadth. A firm with a broad corporate or family brand might want to consider introducing a new brand instead of adding dissimilar products under the brand umbrella.