• 산업경영시스템학회지
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• 제42권2호
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• pp.49-61
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• 2019

As the technological gap amongst manufacturers decreases, the life cycle of products has shortened, and competition accelerates due to the development of technology, incumbent manufacturing companies face growth limitations. In order to overcome such business issues, manufacturing companies are increasingly interested in changes in business models and innovations, especially in the direction of providing services where they can maintain the competitive advantage of their products. In such context, this empirical study examines managerial leadership, differentiation strategies, and products and services pricing as 'servitization factors', which can be driving forces for moving into a new era of growth for Korean SMEs, focusing on the mediating effects of servitization competency. The results are as follows : First, it was confirmed that executive leadership, differentiation strategy, and information & communication technology capability have a direct effect on service sales. Second, the process competency, partnership competency, and ICT competency, which are presented as the service competence of SMEs, were found to play an important role in inducing service sales in managerial leadership, differentiation strategy, product and services pricing. It also emphasized the role of the public policy such as helping to foster SMEs as key partners in the expansion of social facilities and establishing platforms through ICT and data utilization for the convergence of manufacturing services.

• 경영과정보연구
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• 제34권1호
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• pp.211-225
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• 2015

본 연구의 목적은 부실기업에서 회생과정을 거쳐 정상기업으로 전환된 회생기업을 대상으로 기업부실 원인과 기업이 선택하는 회생전략 사이의 관련성을 확인하고, 기업이 추구하는 회생전략에 따라 회생성과가 어떻게 달라지는지를 확인하는 데 있다. 국내 상장된 제조기업 중 2000년부터 2012년까지 법원에 법정관리 및 화의신청을 한 기업과 워크아웃 기업중 기업회생에 성공한 113개 기업을 대상으로 설문조사를 실시하였고 회수된 55개 설문과 공시자료를 바탕으로 다중회귀모형에 의해 실증 분석한 결과를 요약하면 다음과 같다. 먼저, 내부부실원인은 자산감축과 비용절감, 즉 효율성제고전략에 긍정적인 영향을 미치는 것으로 나타났고, 반대로 외부부실원인은 수익창출전략(제품/서비스감축, 제품/서비스확대)에 긍정적인 영향을 미치는 것으로 나타났다. 다음으로, 기업이 추구하는 회생전략에 따라 회생성과가 달라지는 지를 실증 분석한 결과, 효율성제고전략(자산감축과 비용절감)은 부채비율감소에 긍정적인 영향을 미치고, 반대로 수익창출전략(제품/서비스감축과 제품/서비스확대)은 매출액증가율에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 기존의 부실원인과 회생전략, 회생전략이 회생성과에 미치는 포괄적 분석모형을 넘어 회생원인에 따라 기업이 보다 주안점을 두는 회생전략이 어떻게 달라지며, 회생전략에 따라 회생성과도 달라질 수 있음을 실증적으로 규명해 보았다는데 연구의 의의를 찾을 수 있다.

• 유통과학연구
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• 제16권12호
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• pp.81-93
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• 2018

Purpose - The purpose of this study was to propose a specific and empirical continuous transaction strategy through service quality of improvement to small and medium Korean companies whose main business is B2B distribution and sale of general-purpose SW. Research design, data, and methodology - The research procedure is largely divided into two phases. In the first phase, the service quality, the customer satisfaction, and the continuous transaction research hypothesis and the verification are carried out. Experimental data were collected from 450 companies, CEO companies of SMEs innovation institutes, and 510 companies from medium and large enterprises. From September 15 to October 5, 2015, 215 questionnaires were used. And research hypothesis and test were conducted by SPSS SW Ver. 20. Results - The results of the study confirm that service quality has a positive effect on customer satisfaction and continuous transaction: as the detailed items for improving the service quality, 'responsiveness', 'assurance' and 'empathy' have been adopted. Therefore, there are critical factors of a company's survival through continuous transaction. Conclusions - Through this study, we confirmed that the survival of small businesses require continuous improvement in service quality. Among the factors improving service quality, empathy means service satisfaction of customers; so, it is necessary to continuously improve it by evaluating customer satisfaction. Responsiveness means rapid response to customer needs and reliability; it is necessary to enhance customer responsiveness by continuous job training and service training. Finally, assurance is the same as sales product or after service. This means that it is necessary to not only issue the "supply contract," but also improve the reliability of the sales product by securing the competence of the consulting professional. However, because the service quality measurement factors selected in this study are the measurement factors that are mainly applied to large companies or those in the service industries, it is important to consider the type of sales of software distribution companies.

• 한국식품조리과학회지
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• 제20권5호
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• pp.423-435
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• 2004

The purposes of this study were to compare, through a factor analysis, the perceived level of importance of 4 categories of features relating to food service management between salespeople and clients, to establish an effective marketing strategy for successful contracting. To obtain data on the perceived level of importance level of the factors affecting foodservice management contracts, questionnaires were developed using the Delphi technique, which were modified by apilot test. The questionnaires consisted of 4 categories and 19 items on the factors affecting foodservice management contracts, with the importance level of these factors measured on a 5 point-Likert type scale. Between March 12 and April 13 2003, the self-administrative questionnaires were mailed to the 60 salespeople and 280 clients. A total of 50 clients (25%) and 48 salespeople(77%) responded to the questionnaires. As a result, forprivate contracts and in competitive biding, the differences of the perceived importance level between the salespeople and clients of the 3 categories (the appropriateness of foodservice operation plan, sales ability, the conditions and costs of the contract) were significant. For the 5 items relating to private contracts, Field trip, Menu Management Plan, Sanitation and Safety Management, Cost per meal and Food Cost per meal, both the salespeople and clients perceived high levels of importance for all these items. For competitive biding, both the salespeople and clients perceived high levels of importance for the 6 item the Foodservice operation supportive system, Field trip, Menu Management Plan, Renewal plans for interior and environment, Cost per meal and Food Cost per meal.

• Journal of Korea Trade
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• 제27권4호
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• pp.45-60
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• 2023

Purpose - This research focused on women who enjoy watching Korean dramas and K-pop, as well as how their desire to imitate are influenced by their viewing habits. Due to the influence of their idols, women who aspire to copy and are influenced by their idols will desire to purchase Korean products. This cultural export strategy has effectively persuaded the global community, particularly women. Indonesia with a large population can be a reference for the industry to increase sales of South Korean beauty products, especially in the ASEAN region. Design/methodology - This research used a quantitative approach with an online questionnaire. This questionnaire had two steps: the pre-questionnaire and the questionnaire itself. The different measuring tools that were already in use when the data were being collected helped to determine how much each variable meant. As a part of this research project, 410 Indonesian women filled out the questionnaire in order to share their thoughts as they were the focus of the study. SMART PLS was used to analyze the data. Findings - One of the most essential findings from establishing the Korean Wave effect on purchase intention was the imitation intention variable. Someone who has the aspiration to be just like their idol will be willing to give anything in order to achieve that goal. One strategy is to buy things that are similar to the ones you want to imitate in order to stimulate demand for Korean products. People's imitation intention and attitude toward Korean products will increase as a result of Korean drama and K-pop elements that display one's idols with fashionable appearances and good-looking faces, which will lead to purchase intentions. Originality/value - The Korean Wave has had a beneficial impact on the intention to imitate and the attitude toward Korean items, both of which will favorably boost the intention to acquire Korean goods. In order to boost sales in international markets, particularly in Indonesia, the Korean business sector needs to increase the number of artists and singers it employs for product promotion. . Mutualism effect between the government, the entertainment industry, and the beauty product industry to increase sales of South Korean beauty products.

• 한국산업정보학회논문지
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• 제29권2호
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• pp.191-204
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• 2024

본 연구는 글로벌 정치 경제적 불확실성 따라 제조 기업의 R&D 투자가 매출액에 미치는 영향을 분석하였다. 본 연구의 변수로는 기업의 R&D 투자, 기업의 성과 지표인 매출액, 글로벌 정치 경제적 불확실성을 반영한 Global Economic Policy Uncertainty (GEPU) 수치가 사용되었다. 패널데이터 분석에 있어서 Wharton Research Data Services의 Compustat Database에 있는 제조 기업을 바탕으로 2000년부터 2023년까지 24년간 총 96분기 데이터를 사용하였다. 선행 연구에서 상대적으로 부족했던 Global Economic Policy Uncertainty 수치를 조절변수로 사용하여 기업의 R&D 투자가 매출액에 미치는 영향에 연구하였으며, 시간 지연 효과(Time lag effect)에 대해 분석함으로써 새로운 연구의 방향을 제시하였고, 기업의 효과적인 R&D 투자 전략을 실행해야 함을 시사하였다.

• 농업과학연구
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• 제38권2호
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• pp.369-381
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• 2011

Ginseng in Korea has not only the big production value but also till a good reputation from overseas in the name of 'Korea Ginseng'. Having spread rapidly nationwide from 2000 year, its production keeps on increasing but its consumption becomes lazy and its price is also falling down because of comsumer's concern about mainly overusing pesticide for ginseng. In order to cope with this problem, the government introduced the GAP certification system to ginseng in 2006 to reflect consumer's needs for food safety. This system will be a good opportunity to promote ginseng consumption dramatically. In this aspect it is very important to know how well this system is established and how ginseng farmers build marketing strategies to draw new wind in the market. This study was carried out to look over the GAP certified ginseng system and show its marketing strategies using 4P's(product, place, promotion and price). The main results are as follows. GAP ginseng system currently has some weaknesses such as lack of systematic certification management and after-service, nonrealistic certification fee and poor linkage from production to consumption. In the marketing mix strategies, product strategy suggests that the most desirable appearance be transplanted ginseng filled with branch roots and 4 to 5 year-ginseng, and it is necessary to choose multi-brand strategy divided for present into for self-sufficiency and family brand strategy by use if its brand enlarges to processed products in the future. In the place strategy, 3 stages like 'producer group' - 'GAP certified facility' - 'sales shop' are based as the physical marketing channel according to traceability, and connected with giant retail market and environment friendly stand, and if its sales volume enlarges, it should be considered the GAP ginseng specialized marketplace which is a type of chain store. In the promotion strategy, the promotion of government level is necessary at first and producer alliances require the promotion targeting at the group of women under 40 with differentiation from price, quality, and safety. In the price strategy, the early stage-high price strategy which sets 20~25% higher for self-sufficiency and 30~35% for present is desirable.

• Asia Marketing Journal
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• 제12권4호
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• pp.183-201
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• 2011

아주캐피탈의 경우에는 M&A 이후에 사용된 브랜드 전략은 두 회사 브랜드 중에서 하나의 브랜드만을 사용하는 단일 브랜드(one brand) 전략을 사용하는 것으로 결정하였다. 이를 위해서 M&A 이후에도 충분한 브랜드 이전 기간을 가지면서 기존의 대우캐피탈과 관련된 마케팅 하부구조(infrastructure)를 이전시키는 작업을 효과적으로 진행하였다. 흡수합병과정에서 아주캐피탈은 피 합병브랜드인 대우캐피탈을 우선적으로 사용하고 이전 단계를 거쳐서 아주캐피탈로 단일 브랜드로 운용하는 전략을 결정하였다. 즉 대우캐피탈이 아주그룹에 편입된 시기는 2005년이지만 적절한 때 사명을 바꿔 '대우'의 긍정적 브랜드 이미지를 이어가면서 '아주'의 론칭효과를 극대화했다. 이를 위해서 아주캐피탈은 조심스럽고 정교한 브랜드 이전전략을 수립하였다. 1) 대우캐피탈의 개별 상품 브랜드 "내게론" 강화를 통한 브랜드 연결화(Brand bridge) 전략 2) 고객에 대한 고객만족의 강화를 통한 아주캐피탈의 브랜드 이미지 구축 3) 아주 캐피탈 브랜드 단일화 단계 (2009년 9월-현재)를 거쳐 브랜드 이전 작업을 완성하였다. 현재 아주캐피탈 영업부문은 전문화를 통해 질적 성장을 구현하고 있다. 기존에 한 지점에서 여러 상품을 취급하던 것을 각 상품별로 전문화해 체계적인 양질의 영업 포트폴리오를 구축한다는 전략이다. 2009년에는 강남 지역에 수입차 전문 지점을 오픈했고 중고차는 6개의 전문 지점으로 확대했다. 아울러 개인신용대출 '내게론'의 영업지점을 3개에서 11개로 대폭 확대하기도 했다. 최근에는 주력인 오토금융 외에도 개인 및 기업금융에 활력을 불어 넣을 것으로 기대하고 있다.

• Asia Marketing Journal
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• 제12권4호
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• pp.113-136
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• 2011

기업이 소비자들의 안전에 위험을 미치는 제품을 판매함으로써 발생하는 '제품위험 위기(product-harm crisis)'는 신문이나 방송 등에서 즉각적으로 보도되기 때문에, 소비자들은 이를 매우 심각한 사건으로 받아들이게 된다. 이로 인하여 소비자들은 해당 기업 및 제품에 대하여 부정적인 태도를 형성하고, 나아가 낮은 구매의도 경향을 보인다. 이에 본 연구는 부정적 언론보도에 대한 기업의 대응방식과 대응시점이 매출액(<연구 1>), 나아가 소비자 반응(<연구 2>)에 미치는 효과를 실증적으로 고찰하였다. 분석결과에 의하면, 부정적 언론정보에 노출된 제품의 경우, 이러한 부정적 영향이 다른 제품군에도 전이되는 것으로 나타났다(<연구 1>). 또한, 부정적 언론정보에 노출된 제품의 경우, 반박보도(변명보도; <연구 2>)보다는 개선보도를 내는 것이 제품평가, 기업평가, 나아가 매출액 회복에 더 긍정적인 영향을 미치는 것으로 나타났다. 끝으로 대응방식과 대응시점의 상호작용결과에 의하면, 개선보도는 대응시점이 빠른 경우보다 느린 경우에 제품 및 기업평가가 더 높게 나타났으며, 반박보도(변명보도; <연구 2>)의 경우는 느린 경우보다 빠른 경우 더 높게 나타났다. 다시 말해, 부정적 언론정보에 대한 대응시점이 빠른 경우에는 반박보도(변명보도; <연구 2>)와 개선보도 간의 제품평가, 기업평가 차이는 없는 것으로 나타났다. 그러나 부정적 언론정보에 대한 대응시점이 느린 경우에는 반박보도(변명보도; <연구 2>) 보다는 개선보도가 제품평가, 기업평가에 있어 더 긍정적인 평가를 받는 것으로 나타났다.

• Journal of Information Technology Applications and Management
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• 제25권2호
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• pp.53-72
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• 2018

This empirical study explored characteristics that affect the usefulness of online reviews, in the China e-commerce platform, and implemented multiple regressions to find factors that significantly influence on product sales, ultimately. Till now, prior studies have continuously revealed what factor affects usefulness of online review or product sales, only in respective terms. The point of our study is that we built two-level regression models, thereby being able to comprehensively analyze these two different targets. Before plunging into running regressions, we carefully collected 192,764 online review data for 200 products extracted from the Jingdong, the second biggest e-commerce platform in China. Also, we gathered "review sentimental scores" variable from each review and used that one as a core variable in our regression model, thus we were able to implement both quantitative and qualitative research. The evidences from the two-level regression models showed that the extent to which a product is experience good positively affects both usefulness of a review and product sales, again the usefulness of a review contributes to product sales in sequence. Also, the property of experience good has interaction effect on both for two-level regression models. Our main findings highlight the importance of role of online review to business performance of e-commerce firms.