• Korea Trade Review
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• v.43 no.3
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• pp.147-168
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• 2018

Korean foreign direct investment (FDI) firms procure cheap raw materials, produce goods in developing countries featuring low rent and labor costs, and sell goods in world market. In this regard, global supply chain management is important to Korean FDI firms. The objective of this study is to analyze gaps in the performance of reliability and quality of supply chain orientations. To achieve this objective, this study confirms theoretical relationships between variables through prior research, selects measuring variables, and analyzes data collected from Korean FDI firms. Results are as follows; First, there is a gap in reliability performance among the levels of supply chain orientation. Managers should check the level of their supply chain orientation and make strategic and structural efforts to improve reliability performance. Second, there is a gap in quality performance among the levels of supply chain orientation. To improve quality performance, managers should identify the level of their supply chain orientation. In addition, managers can enhance quality performance on the basis of strategic and structural efforts.

• Proceedings of the Korean Society for Quality Management Conference
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• 2006.11a
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• pp.38-45
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• 2006

To be competitive, long-range planning and customer satisfaction must be integrated into the company's strategic management objectives. In order to deal with this challenge, an organization must develop an effective marketing policy. It should take into consideration the needs and demands of customers and business strategy. Many companies want to develop a strategic planning framework for policy marketing. And they think that an effective marketing policy must be based on the principles of quality attributes and customer orientation. This paper proposes an integrated approach Kano Analysis, quality function deployment, Potential Customer Satisfaction Index to choose strategic marketing.

• Korea Trade Review
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• v.47 no.1
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• pp.145-161
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• 2022

For multinational manufacturers, China is an attractive consumer market, but the unique attributes and tastes of Chinese customers present challenges in achieving desired investment performance. In this paper, the influence (mediating function) of consumer-centered market orientation adopted as a strategic means by multinational companies entering China on investment performance was examined utilizing samples collected through questionnaires and statical analysis through structural equation models. This paper, based on value chain and product attributes, divided market orientation into two types: production impacted market orientation and service impacted market orientation. The empirical analysis results of 233 samples showed that, service impacted market orientation with downstream activities and support service (as a variable) has a greater impact on investment performance than production impacted market orientation with upstream activities and product attributes. This indicates to managers that focusing on service impacted market orientation when implementing consumer-centered marketing strategies in the Chinese local market is an efficient/effective localization strategy to increase expected investment performance.

• Journal of Distribution Science
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• v.15 no.12
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• pp.5-19
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• 2017

Purpose - This study involves the following questions: "Does internalization theory fully explain reality?" and "Which additional factors may add extra value to the theory?" To answer these, this study divides market entry mode into two steps, initial and subsequent and then, focuses on the subsequent distribution step; that is, the post-entry strategy after initial entry. In addition, this study relies on finding strategic orientations that affect the decision of post-entry into foreign markets. Research design, data, and methodology - To investigate this, this study examines 252 cases of Korean online games for each foreign market and the distribution mode at the product-team level. Results - The result shows that companies use different distribution strategies as a post-entry mode, like licensing, or joint distribution rather than exclusive distribution, through subsidiaries even if they already have wholly owned local subsidiaries which have enough experience and resources to select the entry modes among various types and then provide full commitment and control. Additionally, it finds that strategic orientation affects post-entry strategies differently. Conclusions - Therefore, this study is noteworthy and significant, as it practically extends the existing theories such as an internalization and distribution for decision making regarding the overseas expansion of entertainment businesses.

• International Journal of Contents
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• v.8 no.1
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• pp.82-87
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• 2012

Organizational improvisation, the convergence of planning and execution, has emerged as an alternative approach to the limitations in strategic planning. Organizational improvisation has a significant impact not only on organizational performance, but also on market orientation, which has emerged as a key issue in the field of technology commercialization. This study investigates both the effect of organizational improvisation on market orientation, as well as the effect of environmental turbulence and time pressure on organizational improvisation. Results show that organizational improvisation has a positive influence on market orientation, with a stronger effect on the diffusion of market information. This is greatly impacted by environmental turbulence and time pressure. As a result, promoting competencies in organizational improvisation at the corporate level is suggested as a significant means to enhance market-oriented organizational innovation.

• Journal of Distribution Science
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• v.20 no.10
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• pp.119-129
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• 2022

Purpose: The purpose of this study was to investigate sales managers' strategic focus on customer acquisition, specifically its effect on salespeople's performance. In addition, this study aimed to determine how salespeople's interpersonal skills, salesmanship skills, and technical knowledge affect the relationship between customer-acquisition management and salespeople's performance. Research design, data, and methodology: This study conducted a survey of 310 salespeople working at pharmaceutical companies. A structural equation modeling approach was applied to test the main effects and interaction effects using AMOS. Results: The results indicated that both managers' customer-acquisition orientation and salespeople's salesmanship skills and technical knowledge positively affected the latter's performance. Further, it was found that the higher the technical knowledge of the salesperson, the greater the effect of the customer-acquisition orientation on sales performance. Conclusions: Sales managers should enable salespeople to quickly acquire technical knowledge with respect to the market, products, competitors, and company policy so that they can bring greater synergy to the customer-acquisition orientation.

• Proceedings of the Korea Society of Design Studies Conference
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• 2001.10a
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• pp.23.1-23
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• 2001

• Asia Marketing Journal
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• v.14 no.4
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• pp.1-22
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• 2013

A growing gap between market needs and the capabilities of the enterprise prompts repositioning (Corstjens and Dolye 1989). This article examines the strategic repositioning of 'Korando Sports' undertaken by SYMC throughout the period from Jan. 2012 to Jun. 2012, to boost sales volume and market share by entering market of active-lifestyle consumers currently occupied by SUVs. SYMC's experience indicates that it is essential to close the gap between the market needs and the ability of the enterprise to make a shift to new consumer segment with a new positioning. The successful repositioning framework(Ryan et al. 2007) were employed in this paper. This framework is comprised of six elements: core strategic values, strategic flexibility/learning capabilities, customer awareness and sensitivity, external orientation, management commitment, and belief in the product and brand. The evaluation based on the successful framework also confirms that 'Korando Sports' case meets all the requirements of the successful strategic repositioning. This paper provides some of the managerial implications with aim of assisting executives in identifying strategic repositioning opportunities. Primarily, the 'Korando Sports' case affirms the repositioning as a viable strategy and indicates that repositioning is a feasible means for strategic change. Second, this case shows the influence of a target consumer and SYMC's repositioning to follow consumer preference for a particular attribute. Moreover, we can understand how a product formerly considered weak in attributes can enjoy benefits in other segments with the same attributes.

• Journal of Korean Society for Quality Management
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• v.46 no.1
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• pp.135-152
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• 2018

Purpose: This study attempted to analyze how the ego state of flight attendants affects their job satisfaction and customer orientation using Berne's (1966) transactional analysis and further compare the difference between job satisfaction and customer orientation depending on demographic characteristics, position, and ego state. Methods: The data was collected by using the structured questionnaires to flight attendant of major airline companies. The proposed research model is tested using 164 valid questionnaires using SPSS 23 and Smart PLS 2. Results: This research indicated the only free child ego sate among ego state factors of flight attendant was found to have a positive impact on job satisfaction. In the relationship between ego states and customer orientation, all ego state factors were found to have a significant influence on customer orientation. Conclusions: The study offered a theoretical and empirical foundation for future research by empirically identifying the relationship between ego state factors and customer orientation in the in-flight service and suggested the strategic implications to increase job satisfaction and customer orientation based on the psychology and ego state of flight attendant.

• Journal of the Korea Safety Management & Science
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• v.12 no.1
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• pp.169-178
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• 2010

This study was motivated by the attempt to examine from versatile viewpoints the structural relationship between industrial environment, technology orientation and performances which are all factors related to technical innovation of small and medium-sized companies. In this regard, a survey was conducted to investigate the late industrial environment that could have direct and indirect impacts on the technology orientation of small and medium industry and, based on the survey, an analysis was carried out to determine the effects of its technology orientation on the performances in the technological innovation and management. The outcomes of the analysis could be summed up as follows: First, the factors of technology orientation turned out to have influence on those of industrial environment, which suggests the needs for the small and medium industry to consider the factors of industrial environment at multiple levels. Second, the technology orientation was found to influence the performances of technology innovation and management of small and medium industry in a structural manner, which signifies that the small and medium sized companies have to make strategic decision about the preference in the area of technology innovation and management performances.