• Asia Marketing Journal
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• v.18 no.3
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• pp.1-18
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• 2016

The purpose of this paper is to examine empirically how to balance advertising expenditure before and after launch with regard to the direction of word of mouth in the motion picture industry. The vector auto-regression model is applied to assess the dynamic impact of advertising and word of mouth on sales. Empirical data, including advertising, word of mouth, and sales (the number of entries) of 83 movies are used for analysis. The research results show that for a movie having more positive word of mouth in the pre- and post-launch periods, it is worthwhile to spend the advertising budget in the pre-launch period only and to spare it in post-launch period. However, it is worthwhile to spare the advertising budget in the pre-launch period for movies having less positive word of mouth before and after launch, and to concentrate spending in post-launch period instead. Mangers who handle products and services facing shortened lifecycles, such as games, eBooks, and digital music contents, need to check the quality of pre-launch word of mouth for their advertising budget decisions in the pre- and post-launch periods and spend more of the advertising budget in the post- (pre-) launch period if pre-launch word of mouth is negative (positive). For products and services with a shortened lifecycle, it is recommended to spend more of the advertising budget in the post- (pre-) launch period if pre-launch word of mouth is negative (positive).

• Asia Marketing Journal
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• v.7 no.3
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• pp.105-119
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• 2005

Samsung Fire & Marine Insurance Co., Ltd. launched 'Samsung Super Insurance Package', an insurance policy combining household's property & casualty insurance policies, except insurance with savings and pension insurance, into one for the first time in Korea. The product was developed to tackle challenges and threats from environmental changes, whose success owes to an excellent marketing strategies like adopting MCS system which is coined to support sales force activities, and building SRC(Samsung Risk Consultant), the organization dedicated to the sales of the product. The case shows how Samsung Fire & Marine Insurance Co., Ltd. developed and successfully marketed the combined insurance policy for the first time in Korea identifying the key success factors and discusses its business implications and future challenges.

• Asia Marketing Journal
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• v.12 no.4
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• pp.55-78
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• 2011

Recently strategic alliance between business firms has become prevalent to overcome increasing competitive threats and to supplement resource limitation of individual firms. As one of allianced sales promotion activities, a new type of discount program, so called "Alliance Card Discount", is introduced with the partnership of credit cards and loyalty cards. The program mainly pursues short-term sales growth by larger discount scheme while spends less through cost share among alliance partners. Thus this program can be regarded as cost efficient discount promotion. But because there is no solid evidence that it can really deliver profitable sales growth, an empirical study for its effects on sales and profit should be conducted. This study has two basic research questions concerning the effects of allianced discount program ; 1)the possibility of sales increase 2) the profitability of the discount driven sales. In F&B industry, sales increase mainly comes from increased guest count. Especially in family restaurants, to increase the number of guests we need to enlarge the size of visitor group (number of visitors for one group) because customers visit by group in a special occasion. And because they pay the bill by group(table), the increase of sales per table is a key measure for sales improvement. The past researches for price & discount sensitivity and reference discount rate explain that price sensitive consumers have narrow reference discount zone and make rational purchase decision. Differently from all time discount scheme of regular sales promotions, the alliance card discount program only provides the right to get discount like discount coupon. And because it is usually once a month opportunity given by the past month usage level, customers tend to perceive alliance card discount as a rare chance to get. So that we can expect customers try to maximize the discount effect when they use the limited discount opportunity. Considering group visiting practice and low visit frequency of family restaurants, the way to maximize discount effect should be the increase the size of visit group. And their sensitivity to discount and rational consumption behavior defer the additional spending for ordering high price menu, even though they get considerable amount of savings from the discount. From the analysis of sales data paid by alliance discount cards for four months, we found the below. 1) The relation between discount rate and number of guest per table is positive : 25% discount results one additional guest 2) The relation between discount rate and the spending per guest is negative. 3) However, total profit amount per table is increased when discount rate is increased. 4) Reward point accumulation & redemption did not show any significant relationship with the increase of number of guests. These results suggest that the allianced discount program substantially contributes to sales increase and profit improvement by increasing the number of guests per table. Though the spending per guest is decreased by discount rate increase, the total amount of profit per table is improved. It seems the incremental profit by increased guest count offsets the profit decrease. Additional intriguing finding is the point reward system does not have any significant impact on the increase of number of guest, even if the point accumulation & redemption of loyalty program are usually regarded as another saving offers by customers. In sum, because it is proved that allianced discount program with credit cards and loyalty cards is effective to both sales drive and profit increase, the alliance card program could be recommended as strategically buyable program.

• Proceedings of the Technology Innovation Conference
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• 1999.06a
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• pp.98-118
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• 1999

This study deals with the knowledge acquisition activities along the growth stages of Korean ventures. This issue is very important in the three reasons. First, the target of the study-new ventures- is a pending issue and can be regarded as the engine of innovation in the Korean economy. Second, venture activities is so dynamic compared to those of the established companies and the study reflects its dynamic features. Third, the knowledge is becoming more important one among various resources, and knowledge management can be a timely issue. The main research questions are as follows : - How does the degree of knowledge domain, vary along the growth stages\ulcorner - Which knowledge domains are more influential on the performance along growth stages\ulcorner Major findings of the study are as follow: First, technological knowledge acquisition effort are most intensive at the start-up stage, while the management knowledge efforts are active at the growth stage. The degree of market knowledge acquisition efforts is almost the same along the stages. Second, the important knowledge domain, which influences on the performance, varies along the stages. The acquisition effort for product technology knowledge is more influential on the sales growth rate and has a negative effect on the return on assets at the start-up stage, while the management knowledge about administration is more influential on the return on assets at the growth stage. Finally the academic contributions and managerial implications of the study are presented and the future research directions are also suggested.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.10
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• pp.105-113
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• 2022

The purpose of this paper is to analyze the relationship between the ratio of non-controlling shareholder interests (minority equity ratio, MER) and the measurement error in real activities manipulation (RM) proxy for Japanese firms. Many Japanese firms have practiced stakeholder-oriented corporate governance systems. Previous studies suggest that the higher the MER, the more Japanese businesses tend to employ management techniques for the group's sales growth while also reallocating resources inside the group to reduce principal-principal conflicts. Such differences in management strategies by firms could lead to measurement error in the RM proxy. The analysis uses 16,450 firm-years listed on the Tokyo Stock Exchange. The results of our analysis show that there is a positive relationship between MER and the RM proxy, and high persistence of RM proxies, suggesting that the RM proxies may contain measurement error. We also find that MER is correlated with variables associated with management strategy and that controlling for these variables can reduce the measurement error of RM proxy in firms with large MER. This study extends previous research on measurement error in RM proxy by relating them to ownership structure and corporate governance. This paper would contribute to researchers examining issues related to RM.

• The Journal of Economics, Marketing and Management
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• v.7 no.4
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• pp.10-19
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• 2019

Purpose - The purpose of this survey-based study was to identify the impact of corporate social responsibility (CSR) activities on corporate brand assets and consumer purchasing intentions, and to verify causal relationships between the variables. Research Question - The XCIP is the company's longest running program of its kind, taking a global approach to CSR. Xerox uses this initiative to fund employees in their local communities to make a difference in projects of their own choosing. Research Method-The survey period was conducted for about three months from May 3, 2018 to August 7, 2018, and a random sampling method was used. The total number of samples was 420, with 19 samples excluded from final analysis due to untruthful or erroneous responses. Result - In this study, the general characteristics of the survey participants were investigated as follows in analyzing the impact of CSR activities on brand assets and consumer purchasing intentions. First, male (51.6 percent) college graduates (42.4 percent) outnumbered female participants (40.2 percent), and participants in their 40s (30.7 percent) and 50s (23.8 percent) ranked highest, followed by general office workers (27.6 percent), business people, people in service positions, and people in sales positions.

• Journal of the Korean Geographical Society
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• v.46 no.3
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• pp.351-365
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• 2011

The purpose of this study is to investigate how regional resource-based industries affect regional economic space. To achieve this goal, a new framework has been proposed, which integrates traditional firm network models in economic geography with the concept of value chain. Firms' networks are elaborated and classified by firm activities along with global value chain. Firm-activities are composed of primary activities and supportive activities. Primary activities include, production, sales, and marketing. Support activities are conceptualized as networks of R&D and of firm support services. On the basis of this framework, fermented soy product industry, representative industry of regional resource-based industries in Korea, is analyzed. Finally, this study shows the dynamics of regional resource-based industry.

• Journal of Distribution Science
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• v.11 no.5
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• pp.43-53
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• 2013

Purpose - The purpose of this study is to analyze the effectiveness of customer relationship management (CRM) support policies for facilitating traditional markets, especially with respect to customer acquisition and maintenance, and to investigate the factors affecting CRM. Research design, data, and methodology - We analyzed the CRM efficiency of traditional markets in 16 cities and provinces in Korea on the basis of DEA analysis and Malmquist productivity analysis. The DEA model calculates a ratio of the weighted mean of various inputs to the weighted mean of various outputs and measures the efficiency of a specific decision making unit (DMU), which is compared to the reference group that has a similar input-output structure. The input variables are coupon, event, parcel service, premiums, while is the number of customers per day. Further, through regression analysis, we analyzed CRM-related factors affecting traditional markets' customer appeal and revenue growth. Results - We obtained the results of the efficiency of traditional markets in 16 provinces. The traditional markets in Seoul, Busan, and Jeju were found to be efficient in a model CCR that used the number of customers per day as an output variable, while Chungbuk, Jeonbuk Province, and According to the results of the DEA analysis and Malmquist productivity analysis, large cities such as Seoul, Busan, and Jeju showed efficiency in CRM-related investment businesses in traditional markets for attracting customers. The Malmquist analysis results confirmed that the productivity of traditional markets increased from 2008 to 2010. The results of the regression analysis revealed that the "customer acquisition/maintenance factor" and the "offering of customer convenience facility factor" were significant to the daily average number of customers, which is a dependent variable. The results of the test with the mediating variable, "number of customers," and the final dependent variable, "sales revenue," were rejected. However, the variable "customer acquisition /maintenance" was found to affect sales revenue positively. Conclusions - It is necessary to enhance the business not only for promotional activities to attract customers, but also to strengthen customer relationships among CRM businesses, such as through the management of key customers. The regression analysis results showed that CRM businesses have yet to produce an increase in sales revenues in traditional markets. Therefore, to help customers who visit traditional markets to keep buying products, it is necessary to prepare various investment methods and provide support to improve "customer loyalty." This study has a limitation in terms of CRM-related statistics. Therefore, in the future, it is necessary to conduct a survey of customers who use traditional markets to analyze the markets by type and size as well as the CRM-related factors. Based on the analysis, we will try to perform a variety of statistical analyses, including structural equations.

• Journal of Environmental Health Sciences
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• v.41 no.3
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• pp.191-202
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• 2015

Objectives: Promotion of food safety/eradicating adulterated food has been listed as one of the four major issues recently identified for action by the Korean government. Due to the related seriousness, the food industry has been encouraged to take steps to restore consumer confidence. In order to set guidelines for the creation of manuals for the response to a food safety crisis by the food industry, this study provided a suggested organization for a crisis response team and operating procedures for crisis response activities. Methods: The prototypes of an organizational structure and a set of standard procedures for a crisis response system were provided. Results: The results of the study suggested that a crisis response team should be comprised of four divisions of responsibility: information analysis, site response, communication and operational support. The organization chart and the role and functions for each division of the crisis response team should be indicated. Response activities will be more effective when the team features multi-disciplined staffing, such as public relations, food safety/technology/quality, sales/marketing, purchasing, production, distribution/logistics, regulatory affairs/legal, and consumer service specialists. This study created a flow chart for the total crisis response system, which included crisis and normal situations. A crisis response team should be continuously operated for both crisis and normal conditions. This study also suggested a scenario to explain the procedures for crisis response activities. Conclusion: In order to cope more effectively with a food safety crisis, the organizational structure and its functions should be defined clearly, and a detailed set of standard procedures for response activities should be offered.

• Journal of the Korean Society for Library and Information Science
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• v.45 no.2
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• pp.61-74
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• 2011

The author analyses the challenging activities of Japanese libraries in this decade by launching two keywords; "product-sharing" and "outcome generation." "Product-sharing" means that libraries share knowledge, skills, and records which are produced as the result of the services or in the process of activities. And "outcome generation" means that libraries generate any efficiency or effectiveness through their services to users. Using these concepts, reported are the current situation and aspects of Japanese libraries which try to make various contributions to the society; research and learning of the people, and education and training for professional librarians, and so on. In the analysis, the author shows some examples of "product-sharing" at first, including the records of reference transaction and the multi-functioned online public access catalogue. Especially, focused is on the various possibility and adoptability of the Collaborative Reference Database System of the National Diet Library of Japan. This system is one of digital reference service in Japan, and the database of reference transaction records is expected to be useful for research and academic studyies as knowledge-base of professional librarians. And the system is also expected to be a platform for LIS education and professional development in the e-learning environment. Secondly, as the examples of "outcome generation", explained are the problem-solving-type activities, and provision of the collection about books on struggling against disease and illness. A few examples of outcome in the problem-solving-type activities are these; increase of sales in the services for shop managers, business persons, and entrepreneurs, contribution to affluent daily life by providing the local information services to residents and neighbourhoods, and etc. And for both the patients with serious cases and their family or those who nurse them, books about other persons' notes or memorandum are the greatest support, and sometime healing. The author discuss the 'raison d'etre' of these activities focusing on public libraries in Japan.