• Journal of Distribution Research
• /
• v.15 no.1
• /
• pp.49-71
• /
• 2010

Franchise businesses in South Korea have contributed to economic growth and job creation, and its growth potential remains very high. However, despite such virtues, domestic franchise businesses face many problems such as the instability of franchisor's business structure and weak financial conditions. To solve these problems, the government enacted legislation and strengthened franchise related laws. However, the strengthening of laws regulating franchisors had many side effects that interrupted the development of the franchise business. For example, legal regulations regarding franchisors have had the effect of suppressing the franchisor's leadership activities (e.g. activities such as the ability to advocate the franchisor's policies and strategies to the franchisees, in order to facilitate change and innovation). One of the main goals of the franchise business is to build cooperation between the franchisor and the franchisee for their combined success. However, franchisees can refuse to follow the franchisor's strategies because of the current state of franchise-related law and government policy. The purpose of this study to explore the effects of franchisor's leadership style on franchisee's commitment in a franchise system. We classified leadership styles according to the path-goal theory (House & Mitchell, 1974), and it was hypothesized and tested that the four leadership styles proposed by the path-goal theory (i.e. directive, supportive, participative and achievement-oriented leadership) have different effects on franchisee's commitment. Another purpose of this study to explore the how the level of franchisee's self-efficacy influences both the franchisor's leadership style and franchisee's commitment in a franchise system. Results of the present study are expected to provide important theoretical and practical implications as to the role of franchisor's leadership style, as restricted by government regulations and the franchisee's self-efficacy, which could be needed to improve the quality of the long-term relationship between the franchisor and franchisee. Quoted by Northouse(2007), one problem regarding the investigation of leadership is that there are almost as many different definitions of leadership as there are people who have tried to define it. But despite the multitude of ways in which leadership has been conceptualized, the following components can be identified as central to the phenomenon: (a) leadership is a process, (b) leadership involves influence, (c) leadership occurs in a group context, and (d) leadership involves goal attainment. Based on these components, in this study leadership is defined as a process whereby franchisor's influences a group of franchisee' to achieve a common goal. Focusing on this definition, the path-goal theory is about how leaders motivate subordinates to accomplish designated goals. Drawing heavily from research on what motivates employees, path-goal theory first appeared in the leadership literature in the early 1970s in the works of Evans (1970), House (1971), House and Dessler (1974), and House and Mitchell (1974). The stated goal of this leadership theory is to enhance employee performance and employee satisfaction by focusing on employee motivation. In brief, path-goal theory is designed to explain how leaders can help subordinates along the path to their goals by selecting specific behaviors that are best suited to subordinates' needs and to the situation in which subordinates are working (Northouse, 2007). House & Mitchell(1974) predicted that although many different leadership behaviors could have been selected to be a part of path-goal theory, this approach has so far examined directive, supportive, participative, and achievement-oriented leadership behaviors. And they suggested that leaders may exhibit any or all of these four styles with various subordinates and in different situations. However, due to restrictive government regulations, franchisors are not in a position to change their leadership style to suit their circumstances. In addition, quoted by Northouse(2007), ssubordinate characteristics determine how a leader's behavior is interpreted by subordinates in a given work context. Many researchers have focused on subordinates' needs for affiliation, preferences for structure, desires for control, and self-perceived level of task ability. In this study, we have focused on the self-perceived level of task ability, namely, the franchisee's self-efficacy. According to Bandura (1977), self-efficacy is chiefly defined as the personal attitude of one's ability to accomplish concrete tasks. Therefore, it is not an indicator of one's actual abilities, but an opinion of the extent of how one can use that ability. Thus, the judgment of maintain franchisee's commitment depends on the situation (e.g., government regulation and policy and leadership style of franchisor) and how it affects one's ability to mobilize resources to deal with the task, so even if people possess the same ability, there may be differences in self-efficacy. Figure 1 illustrates the model investigated in this study. In this model, it was hypothesized that leadership styles would affect the franchisee's commitment, and self-efficacy would moderate the relationship between leadership style and franchisee's commitment. Theoretically, quoted by Northouse(2007), the path-goal approach suggests that leaders need to choose a leadership style that best fits the needs of subordinates and the work they are doing. According to House & Mitchell (1974), the theory predicts that a directive style of leadership is best in situations in which subordinates are dogmatic and authoritarian, the task demands are ambiguous, and the organizational rule and procedures are unclear. In these situations, franchisor's directive leadership complements the work by providing guidance and psychological structure for franchisees. For work that is structured, unsatisfying, or frustrating, path-goal theory suggests that leaders should use a supportive style. Franchisor's Supportive leadership offers a sense of human touch for franchisees engaged in mundane, mechanized activity. Franchisor's participative leadership is considered best when a task is ambiguous because participation gives greater clarity to how certain paths lead to certain goals; it helps subordinates learn what actions leads to what outcome. Furthermore, House & Mitchell(1974) predicts that achievement-oriented leadership is most effective in settings in which subordinates are required to perform ambiguous tasks. Marsh and O'Neill (1984) tested the idea that organizational members' anger and decline in performance is caused by deficiencies in their level of effort and found that self-efficacy promotes accomplishment, decreases stress and negative consequences like depression and emotional instability. Based on the extant empirical findings and theoretical reasoning, we posit positive and strong relationships between the franchisor's leadership styles and the franchisee's commitment. Furthermore, the level of franchisee's self-efficacy was thought to maintain their commitment. The questionnaires sent to participants consisted of the following measures; leadership style was assessed using a 20 item 7-point likert scale developed by Indvik (1985), self-efficacy was assessed using a 24 item 6-point likert scale developed by Bandura (1977), and commitment was assessed using a 6 item 5-point likert scale developed by Morgan & Hunt (1994). Questionnaires were distributed to Korean optical franchisees in Seoul. It took about 20 days to complete the data collection. A total number of 140 questionnaires were returned and complete data were available from 137 respondents. Results of multiple regression analyses testing the relationships between the each of the four styles of leadership shown by the franchisor as independent variables and franchisee's commitment as the dependent variable showed that the relationship between supportive leadership style and commitment ($\beta$=.13, p<.001),and the relationship between participative leadership style and commitment ($\beta$=.07, p<.001)were significant. However, when participants divided into high and low self-efficacy groups, results of multiple regression analyses showed that only the relationship between achievement-oriented leadership style and commitment ($\beta$=.14, p<.001) was significant in the high self-efficacy group. In the low self-efficacy group, the relationship between supportive leadership style and commitment ($\beta$=.17, p<.001),and the relationship between participative leadership style and commitment ($\beta$=.10, p<.001) were significant. The study focused on the franchisee's self-efficacy in order to explore the possibility that regulation, originally intended to protect the franchisee, may not be the most effective method to maintain the relationships in a franchise business. The key results of the data analysis regarding the moderating role of self-efficacy between leadership behavior style as proposed by path-goal and commitment theory were as follows. First, this study proposed that franchisor should apply the appropriate type of leadership behavior to strengthen the franchisees commitment because the results demonstrated that supportive and participative leadership styles by the franchisors have a positive influence on the franchisee's level of commitment. Second, it is desirable for franchisor to validate the franchisee's efforts, since the franchisee's characteristics such as self-efficacy had a substantial, positive effect on the franchisee's commitment as well as being a meaningful moderator between leadership and commitment. Third, the results as a whole imply that the government should provide institutional support, namely to put the franchisor in a position to clearly identify the characteristics of their franchisees and provide reasonable means to administer the franchisees to achieve the company's goal.

• Journal of the Korean Geographical Society
• /
• v.30 no.1
• /
• pp.68-92
• /
• 1995

Recentry the structure of the retail trade have been chanaed with its environmantal changes. Some studies may be necessary on the changing process of environment and fundamental structure analyses of the retail trade. This study analyzes the location of retail trades, inhabitants' behavior in retail tredes and their desirable utilization scheme of them in Kwangju-si. Some study methods, contents and coming-out results are as follows: 1. Retail trades can be classified into independent stores, chain-stores (supermarket, voluntary chain and frenchiise system and convenience store), department stores, cooperative associations, traditional, markets mail-order marketing, automatic vending and others by service levels, selling-items, prices, managements, methods of retailing and store or nonstore type. 2. In Kwangju, the environment of retail trades is related to the consumers of population structure: chanes in consumers pattern, trends toward agings and nuclear family, increase of leisur: time and female advances to society. Rapid structural shift in retail trade has also been occurred due to these social changes. Traditionl and premodern markets until 1970s altere to supermarkets or department stores in 1980s, and various types, large enterprises and foreign capitals came into being in 1990s. 3. The locational characteristics of retail trades are resulted from the spatial analysis of the total population distribution, and from the calculation of segregation index in the light of potential demand. The densely-populated areas occurs in newly-built apartment housing complex which is distributed with a ring-shaped pattern around the old urban core. The numbers and rates of the aged over sixty in Kwangsan-gu and the circumference area of Mt.Moodeung, are larger and higher where rural elements are remarkable. A relation between population distribution and retail trade are analysed by the index of population per shop. The index of the population number per shop is lower in urban center, as a whole, being more convenient for consumers. In newly-formed apartment complex areas, on the other, the index more than 1,000 per shop, meeting not the demands for consumers. Because both the younger and the aged are numerous in these areas, the retail trade pattern pertinent to both are needed. Urban fringes including Kwangsan-gu and the vicinity of Mt.Moodeung have some problems owing to the most of population number per shop (more than 1, 500) and the most extensive as well. 4. The regional characteristic of retail trade is analyzed through the location quotient of shops by locational patterns and centerality index. Chungkum-dong is the highest-order central place in CBD. It is the core of retail trades, which has higher-ordered specialty store including three big department stores, supermarkets and large stores. Taegum-dong, Chungsu-dong, Taeui-dong, and Numun-dong that are neiahbored to Chungkum-dong fall on the second group. They have a central commercial section where large chain stores, specialty shopping streets, narrow-line retailing shops (furniture, amusement service, and gallary), supermarkets and daily markets are located. The third group is formed on the axis of state roads linking to Naju-kun, Changseong-kun, Tamyang-kun, Hwasun-kun and forme-Songjeong-eup. It is related to newly, rising apartment housing complex along a trunk road, and characterized by markets and specialty stores. The fourth group has neibourhood-shopping centers including older residential area and Songjeong-eup area with independent stores and supermarkets as main retailing functions. The last group contains inner residential area and outer part of a city including Songjeong-eup. Outer part of miscellaneous shops being occasionally found is rural rather than urban (Fig. 7). 5. The residents' behaviors using retail trade are analyzed by factors of goods and facilities. Department stores are very high level in preference for higher-order shopping-goods such as clothes for full dress in view of both diversity and quality of goods(28.9%). But they have severe traffic congestions, and high competitions for market ranges caused by their sma . 64.0% of respondents make combined purpose trips together with banking and shopping. 6. For more efficiency of retail-trading, it is necessary to induce spatial distribution policy with regard to opportunity frequency of goods selection by central place, frontier regions and age groups. Also we must consider to analyze competition among different types of retail trade and analyze the consumption behaviors of working females and younger-aged groups, in aspects of time and space. Service improvement and the rationalization of management should be accomplished in such as cooperative location (situation) must be under consideration in relations to other functions such as finance, leisure & sports, and culture centers. Various service systems such as installment, credit card and peremium ticket, new used by enterprises, must also be carried service improvement. The rationalization and professionalization in for the commercial goods are bsically requested.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.12 no.4
• /
• pp.47-60
• /
• 2017

As the recent cultural contents area start-ups are creating remarkable outcomes such as investment attraction together with the reinforced institutional supports from the government, this study aimed to reverify the significance of researches related to correlation analysis between service of Business Incubating Center of Small & Medium Business Administration operated with no separation of business type, and corporate performance, in the aspect of Business Incubating Center in cultural contents area, and also to suggest the importance of establishing the business incubating system in the systematic and rational cultural contents area through the differentiated business incubating service by verifying the significant effects of the business validity of items on corporate performance, and then discovering services suitable for business incubating in cultural contents area, targeting Gyeonggi-do cultural contents area Business Incubating Center recently showing the biggest growth. Especially, contrary to the existing researches, in order to verify the characteristics of Gyeonggi-do Cultural Contents Business Incubating Center, the personal support service and marketing support service were included. It also aimed to understand the effects of the business validity of start-up items on corporate performance. Summarizing the results of this study, contrary to the results of the existing researches saying that spatial & additional support service, management support service, technical support service, personal support service, and marketing support service had significant effects on corporate performance, among the support service of Gyeonggi-do cultural contents area Business Incubating Center, the spatial & additional support service, personal support service, and marketing support service had significantly positive(+) effects on corporate performance while the management support service and technical support service had no significant effects on it. Comparing with the results of the researches on the support service of Business Incubating Center(BI) of Small & Medium Business Administration, the effects of the management support service and technical support service of Gyeonggi-do cultural contents area Business Incubating Center on corporate financial/non-financial performance were not huge. Also, in the results of analyzing the business validity of star-up items, the spatial & additional support service, management support service, and technical support service did not have significant effects on the business validity of start-up items while the personal support service and marketing support service had significantly positive(+) effects on it. In case when selecting companies, Gyeonggi-do Business Incubating Center emphasized the business validity of start-up items. However, the support service provided after the selection did not have huge effects on the business validity of start-up items. Lastly, in the results of analyzing the effects of the business validity of start-up items in Gyeonggi-do cultural contents area on corporate performance, among the success factors of business start-up, the business validity of start-up items was an important element having effects on corporate performance(financial/non-financial) in the cultural contents area.

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

• Journal of Soil and Groundwater Environment
• /
• v.14 no.2
• /
• pp.1-9
• /
• 2009

This study was objected to identify the effect on water quality and contamination by non-agricultural facilities in 'A' reservoir watershed located in OO city, Kyounggi-do, Korea. Ground- and stream water samples showed (Na+K)-Cl, Ca(Cl, SO$_4$) and Ca-Cl type in an illegally discharging area of sewage and a densely industrial area indicating water contamination. Stream water of an illegally discharging area of sewage had high COD, T-N and T-P. In this area, direct incoming of sewage into stream water was induced ground water system by well pumping, and it made a progress of ground water contaminations with those components. Groundwater of a densely industrial area showed high concentrations of T-N, NO$_3$N. From a nitrogen isotope analysis, stream water of an illegally discharging area of sewage has ${\delta}^{15}N-NO_3$values of 0.7%0 was strongly affected by nitrogen originated from agrochemicals, and a densely industrial area of 19.7%0 from septic system. Ground- and stream water of a livestock fanning area were contaminated with NH$_3$-N and Mn, which was affected by intensive livestock facilities. SAR-conductivity plot indicates the water does not pose either alkalinity or salinity hazard for irrigation. COD, T-N, T-P, NO$3$-N, NH$_3$N and Mn concentrations from contaminated areas were diminished by mixing with 'A' reservoir water. There were no water contaminations in silver towns, vacationlands around reservoir and golf links. Consequently, it should be made a plan of systematic managements for past and- present possible contaminants and sewage systems in preventing water contamination by non-agricultural facilities.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.37 no.5
• /
• pp.98-108
• /
• 2009

The purpose of this study is to analyze the characteristics of limited methods, economics and breeding appropriateness of native and imported ground cover plants in the methodology of a shallow soil rooftop garden. The new shallow soil rooftop gardening method uses a total of 13cm in soil thickness, including 4.5cm of top soil on a 7.5cm rock-wool-mat stacked onto a 1cm roll-type-draining plate. The total construction cost for each method of soil level within the design price standard for SEDUM BLOCK is 89,433won/$m^2$, and for DAKU is 92,550won/$m^2$. By comparing those two methods, the construction cost of the shallow soil artificial foundation methodology is 45,000won/$m^2$; this shows the new method is 50% less expensive than the existing method of shallow soil rooftop gardening. The experiment was executed on the rooftop of the Korean National Housing Corporation to ensure validity of the shallow soil artificial foundation planting, and the sample plants which were imported and grown now in native covering. A list investigating the growing plants was made of the cover rate in each plant class, both while alive and the dry plant weight. The native ground cover plants, Sedum kamtschaticum, Sedum middendorffianum, Allium senescens, Sedum sarmentosum, Aquilegia buergariana, and Caryopteris incana increased the cover rate, live weight and dry weight in the shallow soil artificial foundation method. Among the imported cover plants, Sedum sprium and Sedum reflexum, the cover rate increased and growth conditions improved. However, some species needed weed maintenance. After examination with the less expensive shallow soil artificial foundation method and growth analysis, it was found that rooftop gardens are a low-cost option and the growth of plants is great. This result shows the new method can contribute to the proliferation of rooftop gardens in urban settings.

• Korean Journal of Ecology and Environment
• /
• v.37 no.1 s.106
• /
• pp.112-121
• /
• 2004

A study was performed to examine the effects of UV-disinfected reclaimed water on microorganism concentration during rice culture. Four treatments were used and each one was triplicated to evaluate the changes of microorganism concentrations: stream water irrigation (STR), biofilter effluent irrigation (BE), UV-disinfected water irrigation with dose of 6 mW ${\cdot}$ s $cm{-2}$ (UV-6), and UV-disinfected water irrigation with dose of 16 mW ${\cdot}$ s $cm{-2}$ (UV-16). The indicator microorganisms of interest were total coliform (TC), fecal coliform (FC), and E. coli. The biofilter effluent from 16-unit apartment sewage treatment plant was used as reclaimed water and flowthrough type UV-disinfection system was used. Concentrations of indicator microorganisms in the treatment plots ranged from $10^2$ to $10^5$ MPN/100 mL during 24 hours after irrigation in May and June, where initial irrigation water for transplanting reparation was biofilter-effluent without UV-disinfection. It implies that initial irrigation using only non-disinfected reclaimed water for puddling in paddy field can be health-concerned because of more chance of farmer's physical contact with elevated concentration of microorganisms. The concentrations of microorganisms varied widely with rainfall, and treatments using UV-disinfected water irrigation showed significantly lower concentrations than others and their levels were within the range of paddy rice field with normal surface water irrigation. The mean concentrations of STR and BE during growing season were in the range of 4 ${\times}\;10^3$ MPN/100 mL for TC, and 2${\times}\;10^3$ MPN/100 mL for FC and E, Coli, While mean concentrations of UV-S and UV-lS were less than 1${\times}\;10^3$ MPN/100 mL for all the indicator microorganisms. Overall, UV-disinfection was thought to be feasible and practical alternative for agricultural reuse of secondary level effluent in Korea.

• Korean Journal of Soil Science and Fertilizer
• /
• v.43 no.3
• /
• pp.289-295
• /
• 2010

Monitoring of the heavy metals at paddy rice agriculture is very important for environmental agriculture. A study was carried out of heavy metal concentrations in 260 paddy soil samples every four years from 1999 to 2007 in Gyeongnam Province. Heavy metals such as Cd, Cr, Cu, Ni, Pb, Zn, and As in paddy soils were analyzed. Average concentrations of heavy metal were Cd 0.426 (ranged 0.003-1.379) mg $kg^{-1}$ for Cd, 1.189 (0.003-3.264) mg $kg^{-1}$, for Cr, 9.68 (0.05-22.38) mg $kg^{-1}$ for Cu, 2.64 (0.01-7.36) mg $kg^{-1}$ for Ni, 23.7 (0.7-54.1) mg $kg^{-1}$ for Pb, 20.8 (0.7-131.2) mg $kg^{-1}$ for Zn, and 1.054 (0.001-2.110) mg $kg^{-1}$ for As, respectively. Long-term changes of heavy metals were showed that Cd, Ni, and Zn were significantly increased whereas Cr, Cu, and As were significantly decreased. Principle component analysis (PCA) of heavy metals in paddy soils was obtained with eigenvalues > 1 summing 34.3% of variance for PC1, 17.5% of variance for PC2, and 51.8% of the total variance in soil heavy metals.

• Korean Journal of Ichthyology
• /
• v.24 no.3
• /
• pp.201-219
• /
• 2012

The estuaries bank of Nakdong River, Korea, was constructed in 1987 and many arguments have been under discussion on the subject of ecological impact on ecosystem during 20 years. In this context, however, it was not focused on the role of fish-way and the way of improvement to promote fish movement to complete its life history. This paper was the result of investigation on fish fauna of upper and lower part of the bank and the analysis of comparison of the fishes with those using fish-way which were installed in each side of bank as ladder type and fish gate. The authors discussed the importance of fish gate and its management base on the result. The number of fishes collected in this study for upper part of estuaries bank was 31 species, among them 71% was the pure freshwater residents indicating the characteristics of the area as a freshwater ecosystem. It was observed that 9 species of coastal fishes were found in this region including Coilia ectens and Neosalanx sp. which is anadromous to spawn. Excluding 6 freshwater fishes, 30 fish species collected in lower part of estuaries bank were coastal fishes indicating that former brackish ecosystem was changed into marine one. The freshwater fishes found in this region were restricted the appearance only in the season of discharging freshwater into the sea. The number of fishes found in fish-way was 39 species, more than that of river and coast. But only 19 species founded in fish ladder was comparable with the result of investigation on fish gate including 32 species. It was considered that the fish gate has more important role as a fish passage from the fact that only it allowed to movement of numerous number of fry of Neosalanx sp. and Engraulis japonicus. These results indicates that two-way movement system is more efficient than downward only one in estuaries bank for fish migration.

• Journal of Bio-Environment Control
• /
• v.21 no.3
• /
• pp.243-246
• /
• 2012

The study was aimed at the development of the simple linear regression model to estimate the fruit yield of sweet pepper and to support decision-making management for growing sweet pepper crop in Korea. For quantitative analysis of relationship between environmental data and periodical yield of sweet pepper the data obtained from the commercial Venlo-type glasshouse for 2 years. Obtained periodical yield data of five different cultivars and radiation data were accumulated and fitted by linear regression. A significant linear relationship was found between radiation integral and fruit yield, whereas the production per unit of radiation was different between cultivars. The slope of linear regression could indicate as light use efficiency for fruit production ($LUE_F$, $g{\cdot}MJ^{-1}$). $LUE_F$ of 'Ferrari' was $5.85g{\cdot}MJ^{-1}$, 'Fiesta' 5.32 for first year and $4.75g{\cdot}MJ^{-1}$ and for second year, 'President' was $4.66g{\cdot}MJ^{-1}$, 'Cupra' was $3.86g{\cdot}MJ^{-1}$, and 'Boogie' was $6.48g{\cdot}MJ^{-1}$. The amount of light requirement for the unit gram of fruit was between $25.88J{\cdot}g^{-1}$, for 'Cupra' and $15.42J{\cdot}g^{-1}$ for 'Boogie'. Although we found the linear relationship between radiation and fruit yield, $LUE_F$ was varied between cultivars and as well as year. The linear relationship could describe the fruit yield as function of radiation, but it needed more variable to generalization of the production, such as cultivar specifications, temperature, and number of fruits set per plant or unit of ground.