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The Effect of Ownership Structure on IPO Success: Empirical Evidence from Non-listed Firm (비상장기업의 소유구조가 IPO 성공에 미치는 영향)

  • Kim, Sowon;Cho, Shin;Jo, Jeehyung
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.16 no.3
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    • pp.145-158
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    • 2021
  • The purpose of this study is to examine the influence of the ownership structure of unlisted firms on KOSDAQ listing. There are few studies analyzing the characteristics of listing success based on ownership structure. For startup executives, there is not enough data to refer to the ownership structure that can increase the possibility of listing. This paper examines the effects of ownership structure on IPO success through comparison between listed successful and failed companies among the companies in application for KOSDAQ listing eligibility review. The major findings are as follows; (1) Venture capital investment and shareholding have a statistically positive effect on the success of KOSDAQ listing. This results indicate that the venture capital's investment alleviate the problem of information asymmetry, and it is a valid signal for market participants. The result means the role of venture capital seems to be important when companies are listed on the KOSDAQ. (2) The largest shareholder's stake has an inverted-U shape relationship with listing success. In other words, the ownership concentration mitigates moral hazard problem, which leads to listing success. However, if the ownership concentration exceeds a certain level, the chances of success in listing will decrease due to concerns over the pursuit of private interests. The result suggests that the largest shareholder's stake reduce agency problem. This study academically contributes to the existing literature by demonstrating the ownership structure affects IPOs, and explaining the results based on agent theory and signal theory. Our results provide practical implications for companies preparing for an IPO on the KOSDAQ.

Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture

  • Yang, SuJin;Choi, Yun Jung
    • Asia Marketing Journal
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    • v.15 no.2
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    • pp.75-97
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    • 2013
  • While good return policies are suggested as one of the critical services for e-commerce, ambivalence between the burden of the cost and shoppers' satisfaction may prevent e-tailers from increasing their level of leniency. Based on the S-O-R model, this study has attempted to develop a grounded theory to explain how lenient return policies shape online shoppers' perceptions and responses, with a focus on cultural influences in the relationship. In order to check the cultural effects of the lenient return policy, thirty two female and eleven male undergraduate students in South Korean shoppers, who are accustomed to strict return policies, participated in the semi-structured interview. A series of open-ended questions were designed to explore consumers' reactions toward four different levels of the lenient return policy: from the strict type in South Korea to the lenient type in the U.S. Using qualitative research methods, this research has defined three types of dimensions of lenient return policy: return possible period, complexity of progress, and other restrictions. While previous researchers did not pay much attention, the last dimension, other restrictions, is shown to be the most significant in influencing online shoppers' perceptions, especially in South Korea. Also, the impacts on online shoppers' perceptions from the three types of sub-dimensions of return policy were somewhat different. Whereas a longer return possible period was considered more favorable, a medium level of complexity and restrictions were considered more desirable. In summary, this result showed that shoppers in Eastern cultures, i.e. South Korean online shoppers, seem favorable to a medium level of lenient return policies, while allowing for taking precautions against possible fraudulent behaviors and setting other restrictions. Therefore, most of retailers in South Korea recommended that e-tailers who adopt the most lenient return policies raise the bar to guard ethical shoppers from fraudulent users. Next, lenient return policies can enhance ease of use, usefulness, affect, and trust while relieving perceived risk, which is connected to intention to purchase, satisfaction, and loyalty. Interestingly, lenient return policies are more likely to change the behavioral responses of online shoppers, such as return and purchase, rather than change their attitudes or beliefs such as image, satisfaction, and loyalty. This tendency can be seen more clearly in the direct influences of return policy on responses. The reaction to lenient return policy is mostly the intention to return or to purchase. This suggests that return policy serves the e-tailers as a powerful tool in increasing online shoppers' purchase intention at the moment of purchase. Therefore, e-tailers who plan to expand their market to eastern countries, including South Korea, have to build a shield of restrictions around their lenient return policy, rather than immediately applying their original liberalized return policy. Also, e-tailers in South Korea need to review their strict and undifferentiated return policies to deal with the unsatisfied reactions of online shoppers toward their normal return policies. Although the present study was confined to the return policies currently being practiced by popular e-tailers, it would be worthwhile to develop effective return policies separately for each country, especially South Korea, keeping the culture of the relevant country in mind.

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A Study on the Legal Issues in Space Tourism (우주여행의 법적문제에 대한 고찰)

  • Kim, Jong-Bok
    • The Korean Journal of Air & Space Law and Policy
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    • v.26 no.1
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    • pp.215-239
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    • 2011
  • We are now entering the era of Commercial Space Transportation with the rapid commercialization of space. Commercial Space Tourism will be realized first of all in the commercial space transportation and the spacecraft is developing for it led by private enterprise such as Virgin Galatic and XCOR Aerospace. The spacecraft for space tourism is developed as Reusable Launch Vehicle(RLV). RLV Spaceship I & II manufactured by the Scaled Composites for Virgin Galatic had completed experimental flight successfully and is going to put to the operation for space travel around the year 2012. In our country, Yecheon Astro-Space Center located in Yecheon, Kyungbuk Province, signed a binding-MOU with XCOR Aerospace and going to start space travel in the year 2013 with the spacecraft LYNX MARK-II. Thus, now space travel has become a reality to us. But it is also reality that there's no study by legal basis preparing for the space tourism domestically and internationally. In this regards, this thesis dealt with legal issues related to space tourism. These are as follows : (1) the applicabe law issue that is which law between air law and space law will apply, (2) the status of space tourist issue that is space tourist can be considered as personnel of a spacecraft and/or space flight participant and has the duty to obey the order of the captain of spacecraft, (3) the responsibility of the government for the non-governmental entities such as private enterprise which involved in space tourism in case space accident occurs during the space travel, (4) license permit and supervision issue by the government (In this point, for activating the market of the space tourism, I think it is essential to guarantee the safety of the spacecraft by the government authority, though U. S. government declared that it has not certified the launch vehicle as safe for carrying crew or space flight participants), (5) registration issue, (6) space insurance issue. For all the issues mentioned above, I have studied the existing international treaties and several country's domestic law to the space by referring U.S's Commercial Space Launch Amendment Act of 2004 and New IGA of 1998 and concluded that uniform legal regime to govern these issues should be established domestically and internationally in the near future.

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Influence of Corporate Venture Capital on Established Firms' Aquisition of Startups (스타트업 인수 시 기업벤처캐피탈(CVC)이 모기업에 미치는 영향)

  • Kim, MyungGun;Kim, YoungJun
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.14 no.2
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    • pp.1-13
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    • 2019
  • As a way to find new and innovative technologies, many companies have invested in and acquired skilled startups. Because startups are usually small in size and have a small history of past business experience, there are many risks involved in acquiring them as they have limited technical skills and business feasibility verification methods. Thus, venture capital plays an important role in discovering and investing competitive startups. While Independent Venture Capital generally values financial returns, Corporate Venture Capital, which plays investment roles in the firm, values business synergies with the parent company from a strategic perspective. In an industry sector where development of technology is rapid and whether new technology is held determines a company's competitiveness, existing companies incorporate startups with innovative technologies into their investment portfolios, collaborate together, and take over for comprehensive cooperation. In addition, new investments and acquisitions are carried out through the management of portfolio companies to obtain and utilize industry information. In this paper, major U.S. companies listed in the U.S. verified their investment activities through corporate venture capital and their impact on parent companies and startups through regression, while the parent company's acquisition performance was analyzed through an event study based on a stock price analysis. The criteria for startup were defined as companies with less than 12 years of experience, and the analysis showed that the parent companies with corporate venture capital with a larger number of investments actively take over startups. In addition, increasing corporate venture capital's financial investment activities shows a negative impact on the parent companies' acquisition activities, and the acquisition performance increased when the parent companies took over startups in its portfolio.

A Study on Requirement and Degree of the Satisfaction about Cosmeceuticals of Women (우리나라 여성들의 기능성화장품에 대한 요구 및 만족도 연구)

  • Kim Kang-Mi;Kim Ju-Duck
    • Journal of the Society of Cosmetic Scientists of Korea
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    • v.30 no.4 s.48
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    • pp.571-582
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    • 2004
  • Recently the well-being, which is regarded as the new cultural code, has brought a new change in the cosmetic industry. The application of the functional products is getting mere and lots of functional cosmetics are now diversifying from the skin-care into the make-up as well as the herbal products. So the future in the market of functional cosmetic products is prospected to be positive. Therefore, cosmetic companies need an approach bases on the concept of the well-being. So to speak, they need to understand the needs of customers accurately from the customers point of view. Also it is a crucial issue that how the unique characteristics of functional cosmetic products as well as the development of products base on the concept of well-being make in balance. In this study, we attempt to inspect the advanced domestic market of the functional products due to the well-being trend and try to propose an option of making an advance it through the customers survey (for example, their need and their satisfaction on the functional products, etc) on the functional cosmetic products. For this purpose, it has been surveyed on adult female customers aged 19 to 60 located in Seoul and Gyeonggi province. 379 questionnaires among 510 were used in the final analysis. Collected data was analyzed using the statistical package for the social science (SPSS) program that can give the information about the general characteristics of the subjects like the frequency and percentage. And we used Cronbach's u reliability test, $x^2\;(chi-square)$ frequency analysis, t-test, and one-wat ANOVA to investigate the customers need, their degree of the satisfaction on the functional products of their own, factors of their perception on the quality on them. We think that the results of our study can act not only as the fundamental data on the customers need, their usage pattern, and their degree of the satisfaction, but also as the important tips of planning the marketing strategies.

Microbiological and Enzymological Studies on Takju Brewing (탁주(濁酒) 양조(釀造)에 관(關)한 미생물학적(微生物學的) 및 효소학적(酵素學的) 연구(硏究))

  • Kim, Chan-Jo
    • Applied Biological Chemistry
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    • v.10
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    • pp.69-100
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    • 1968
  • 1. In order to investigate on the microflora and enzyme activity of mold wheat 'Nuruk' , the major source of microorganisms for the brewing of Takju (a Korean Sake), two samples of Nuruk, one prepared at the College of Agriculture, Chung Nam University (S) and the other perchased at a market (T), were taken for the study. The molds, aerobic bacteria, lactic acid bacteria, and yeasts were examined and counted. The yeasts were classified by the treatment with TTC (2, 3, 5 triphenyltetrazolium chloride) agar that yields a varied shade of color. The amylase and protease activities of Nuruk were measured. The results were as the followings. a) In the Nuruk S found were: Aspergillus oryzae group, $204{\times}10^5$; Black Aspergilli, $163{\times}10^5$; Rhizogus, $20{\times}10^5$; Penicillia, $134{\times}10^5$; Areobic bacteria, $9{\times}10^6-2{\times}10^7$; Lactic acid bacteria, $3{\times}10^4$ In the Nuruk T found were: Aspergillus oryzae group, $836{\times}10^5$; Black Aspergilli, $286{\times}10^5$; Rhizopus, $623{\times}10^5$; Penicillia, $264{\times}10^5$; Aerobic bacteria, $5{\times}10^6-9{\times}10^6$; Lactic acid bacteria, $3{\times}10^4$ b) Eighty to ninety percent of the aerobic bacteria in Nuruk S appeared to belong to Bacillus subtilis while about 70% of those in Nuruk T seemed to be spherical bacteria. In both Nuruks about 80% of lactic acid bacteria were observed as spherical ones. c) The population of yeasts in 1g. of Nuruk S was about $6{\times}10^5$, 56.5% of which were TTC pink yeasts, 16% of which were TTC red pink yeasts, 8% of which were TTC red yeasts, 19.5% of which were TTC white yeasts. In Nuruk T(1g) the number of yeasts accounted for $14{\times}10^4$ and constituted of 42% TTC pink. 21% TTC red pink 28% TTC red and 9% TTC white. d) The enzyme activity of 1g Nuruk S was: Liquefying type Amylase, $D^{40}/_{30},=256$ W.V. Saccharifying type Amylase, 43.32 A.U. Acid protease, 181 C.F.U. Alkaline protease, 240C.F.U. The enzyme activity of 1g Nuruk T was: Liquefying type Amylase $D^{40}/_{30},=32$ W.V. Saccharifying type amylase $^{30}34.92$ A.U. Acid protease, 138 C.F.U. Alkaline protease 31 C.F.U. 2. During the fermentation of 'Takju' employing the Nuruks S and T the microflora and enzyme activity throughout the brewing were observed in 12 hour intervals. TTC pink and red yeasts considered to be the major yeasts were isolated and cultured. The strains ($1{\times}10^6/ml$) were added to the mashes S and T in which pH was adjusted to 4.2 and the change of microflora was examined during the fermentation. The results were: a) The molds disappeared from each sample plot since 2 to 3 days after mashing while the population of aerobic bacteria was found to be $10{\times}10^7-35{\times}10^7/ml$ inS plots and $8.2{\times}10^7-12{\times}10^7$ in plots. Among them the coccus propagated substantially until some 30 hours elasped in the S and T plots treated with lactic acid but decreased abruptly thereafter. In the plots of SP. SR. TP. and TR the coccus had not appeared from the beginning while the bacillus showed up and down changes in number and diminished by 1/5-1/10 the original at the end stage. b) The lactic acid bacteria observed in the S plot were about $7.4{\times}10^7$ in number per ml of the mash in 24 hours and increased up to around $2{\times}10^8$ until 3-4 days since. After this period the population decreased rapidly and reached about $4{\times}10^5$ at the end, In the plot T the lactic acid becteria found were about $3{\times}10^8$ at the period of 24 fours, about $3{\times}10$ in 3 days and about $2{\times}10^5$ at the end in number. In the plots SP. SR. TP, and TR the lactic acid bacteria observed were as less as $4{\times}10^5$ at the stage of 24 hours and after this period the organisms either remained unchanged in population or ceased to exist. c) The maiority of lactic acid bacteria found in each mash were spherical and the change in number displayed a tendency in accordance with the amount of lactic acid and alcohol produced in the mash. d) The yeasts had showed a marked propagation since the period of 24 hours when the number was about $2{\times}10^8$ ㎖ mash in the plot S. $4{\times}10^8$ in 48 hours and $5-7{\times}10^8$ in the end period were observed. In the plot T the number was $4{\times}10^8$ in 24 hours and thereafter changed up and down maintaining $2-5{\times}10^8$ in the range. e) Over 90% of the yeasts found in the mashes of S and T plots were TTC pink type while both TTC red pink and TTC red types held range of $2{\times}10-3{\times}10^7$ throughout the entire fermentation. f) The population of TTC pink yeasts in the plot SP was as $5{\times}10^8$ much as that is, twice of that of S plot at the period of 24 hours. The predominance in number continued until the middle and later stages but the order of number became about the same at the end. g) Total number of the yeasts observed in the plot SR showed little difference from that of the plot SP. The TTC red yeasts added appeared considerably in the early stage but days after the change in number was about the same as that of the plot S. In the plot TR the population of TTC red yeasts was predominant over the T plot in the early stage which there was no difference between two plots there after. For this reason even in the plot w hers TTC red yeasts were added TTC pink yeasts were predominant. TTC red yeasts observed in the present experiment showed continuing growth until the later stage but the rate was low. h) In the plot TP TTC pink yeasts were found to be about $5{\times}10^8$ in number at the period of 2 days and inclined to decrease thereafter. Compared with the plot T the number of TTC pink yeasts in the plot TP was predominant until the middle stage but became at the later stage. i) The productivity of alcohol in the mash was measured. The plot where TTC pink yeasts were added showed somewhat better yield in the earely stage but at and after the middle stage the difference between the yeast-added and the intact mashes was not recognizable. And the production of alcohol was not proportional to the total number of yeasts present. j) Activity of the liquefying amylase was the highest until 12 hours after mashing, somewhat lowered once after that, and again increased around 36-48 hours after mashing. Then the activity had decreased continuously. Activity of saccharifying amylase also decreased at the period of 24 hours and then increased until 48 hours when it reached the maximum. Since, the activity had gradually decreased until 72 hours and rapidly so did thereafter. k) Activity of alkaline protease during the fermentation of mash showed a tendency to decrease continusously although somewhat irregular. Activity of acid protease increased until hours at the maximum, then decreased rapidly, and again increased, the vigor of acid protease showed better shape than that of alkaline protease throughout. 3. TTC pink yeasts that were predominant in number, two strains of TTC red pink yeasts that appeared throughout the brewing, and TTC red yeasts were identified and the physiological characters examined. The results were as described below. a) TTC pinkyeasts (B-50P) and two strains of TTC red pink yeasts (B-54 RP & B-60 RP) w ere identified as the type of Saccharomyces cerevisiae and TTC pink red yeasts CB-53 R) were as the type of Hansenula subpelliculosa. b) The fermentability of four strains above mentioned were measured as follows. Two strains of TTC red pink yeasts were the highest, TTC pink yeasts were the lowest in the fermantability. The former three strains were active in the early stage of fermentation and found to be suitable for manufacturing 'Takju' TTC red yeasts were found to play an important role in Takju brewing due to its strong ability to produce esters although its fermentability was low. c) The tolerance against nitrous acid of strains of yeast was marked. That against lactic acid was only 3% in Koji extract, and TTC red yeasts showed somewhat stronger resistance. The tolerance against alcohol of TTC pink and red pink yeasts in the Hayduck solution was 7% while that in the malt extract was 13%. However, that of TTC red yeasts was much weaker than others. Liguefying activity of gelatin by those four strains of yeast was not recognized even in 40 days. 4. Fermentability during Takju brewing was shown in the first two days as much as 70-80% of total fermentation and around 90% of fermentation proceeded in 3-4 days. The main fermentation appeared to be completed during :his period. Productivity of alcohol during Takju brewing was found to be apporximately 65% of the total amount of starch put in mashing. 5. The reason that Saccharomyces coreanuss found be Saito in the mash of Takju was not detected in the present experiment is considered due to the facts that Aspergillus oryzae has been inoculated in the mold wheat (Nuruk) since around 1930 and also that Koji has been used in Takju brewing, consequently causing they complete change in microflora in the Takju brewing. This consideration will be supported by the fact that the original flavor and taste have now been remarkably changed.

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Bacterial Studies on the Subsidiary Materials of Fish Sausage (어육소시지 부원료에 대한 세균학적 연구)

  • 조갑숙;김성준;이응호
    • Microbiology and Biotechnology Letters
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    • v.8 no.3
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    • pp.155-166
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    • 1980
  • Studies have teen undertaken to investigate the degree of microbial contamination in the subsidiary materials which have been known as an important source of microorganisms associated with spoilage of fish sausage and fish paste products. Twenty hinds of food ingredients including starch, spices and condiments, 59 samples in total collected from commercial fish sausage processing plants and supermarket in the period of July to October 1979, were examined for standard plate count, coliform and fecal coliform, mold and yeast, thermoduric microorganisms, aerobic sporeformers (mesophilic and thermophilic), anaerobic sporeformers (mesophilic and thermophilic) and sulfide spoilage anaerobes. The results obtained are summarized as follows. 1. Among the food ingredients examined, corn starch, black pepper, hot pepper, onion, garlic, ginger, beef extract and frank marked high bacterial contamination with general and sporeforming microorganisms. And bacterial content of marked samples were generally higher than that of the samples from plants. 2. The high standard plate count caused by high content of these bacteria like thermoduric, mesophilic or thermophilic sporeforming aerobes. 3. Bacterial content of food ingredients such as black pepper and beef extract being used in plants, and black pepper, hot pepper, onion and garlic from the market were exceeded the bacterial standards being enforced in Japan and U. S. A. 4. Average standard plate count was in the range of 10$^4$to 10$^{5}$ /g for black pepper, wheat flour, onion and garlic collected from plants, and 10$^{5}$ to 10$^{7}$ /g for black pepper, hot pepper, onion and garlic from market. No plate count was observed in pepper essence and coloring material. 5. Coliform organism was detected in starch, black pepper, hot pepper, onion, garlic, ginger and gluten that showed high standard plate but no fecal coliform in the samples except black pepper and hot pepper. 6. Average mold and yeast count was 140 to 460/g for corn starch, wheat flour and black pepper from plants, and 10$^3$/g for black pepper and hot pepper from market. No count was observed in the other ingredients. 7. Sulfide spoilage sporeforming anaerobes boiled for 5 min. at 10$0^{\circ}C$ and incubated at 55$^{\circ}C$ was not detected in all the samples examined.

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A Study on Determinants of Korean SMEs' Foreign Direct Investment in Gaeseong Industrial Complex & Vietnam (중소기업의 개성공단 및 베트남 직접투자 결정요인 연구)

  • Cho, Heonsoo
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.16 no.4
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    • pp.167-178
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    • 2021
  • The purpose of this study is to analyze the direct investment decision factors in the Kaesong Industrial Complex and Vietnam, and to contribute to the creation of domestic jobs and the revitalization of the inter-Korean economy. According to the analysis, most of the Kaesong Industrial Complex and Vietnamese investment companies are entering the complex for the purpose of utilizing cheap labor, cheap factory locations, sales/development of local markets, and bypass export production bases in third countries. This can be divided into production-efficient investors using differences in production price such as labor costs and market-oriented investors to sell and expand the local market, which seems to be consistent with global direct investment patterns such as Nike, Apple, and Amazon. However, even if the North Korea-U.S. denuclearization talks ease or lift sanctions, Vietnamese investors' willingness to invest in the North Korea has been most burdened by the possibility of closing special economic zones due to political risks. Last but not least, it is important to note that those willing to invest in North Korea are mostly smaller enterprises in textiles, sewing, footwear and leather industries-those that benefit from low-cost labor. Since their size is small, they need policy support in financing, especially in the early stages of their business. Even after they grow past the early stages, those without collateral would still need state guarantee letters to get financing. Thus, it is worth considering to use the Inter-Korean Cooperation Fund to compensate commercial banks for bad loan loss or for low-interest loans for smaller SMEs. The interviews with SMEs found that red-tape is one of the biggest difficulties they face. Thus, it is recommended that a one-stop service agency should be established to cover all processes and issues related to inter-Korean economic cooperation to eliminate redundancy and expediate government support for SMEs.

A Review on the Contemporary Changes of Capital Structures for the Firms belonging to the Korean Chaebols (한국 재벌기업들의 자본구조변화 추이에 관한 재무적 관점에서의 고찰)

  • Kim, Hanjoon
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.15 no.1
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    • pp.86-98
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    • 2014
  • This study examined a long-standing issue with its perverse results in the Korean capital markets, such as any variant financial profiles over time, affecting capital structure for the firms belonging to the chaebols. It may be of interest to identify these components from the perspectives of international investors and domestic policy makers to implement their contingent strategies on the target leverage, since the U.S. financial turmoils in the late 2000s. Regarding the evidence from the three hypothesis tests on the firms in the chaebols, this research found that the control variabels measuring profitability, business risk, and non-debt tax shields, showed their statistically significant relationships with the different types of a debt ratio. While FCFF(free cash flow to the firm) showed its significant influence to discriminate between the firms in the chaebols and their counterparts, not belonging to the chaebols, BDRELY as the ratio of liabilities to total assets, comprising the enhanced 'Dupont' system, only showed its statistically significant effect on leverage in the context of the parametric and nonparametric tests. In line with the results obtained from the present research, one may expect that a firm in the Korean chaebol, may control or restructure its present level of capital structure to revert to its target optimal capital structure towards maximizing the shareholders' wealth.

A Comparative Study of Consumer's Hype Cycles Using Web Search Traffic of Naver and Google (웹 검색트래픽을 활용한 소비자의 기대주기 비교 연구: 네이버와 구글 검색을 중심으로)

  • Jun, Seung-Pyo;Kim, You Eil;Yoo, Hyoung Sun
    • Journal of Korea Technology Innovation Society
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    • v.16 no.4
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    • pp.1109-1133
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    • 2013
  • In an effort to discover new technologies and to forecast social changes of technologies, a number of technology life-cycle models have been developed and employed. The hype cycle, a graphical tool developed by a consulting firm, Gartner, is one of the most widely used models for the purpose and it is recognised as a practical one. However, more research is needed on theoretical frames, relations and empirical practices of the model. In this study, hype cycle comparisons in Korean and global search websites were performed by means of web-search traffic which is proposed as an empirical measurement of public expectation, analysed in a specific product or country in previous researches. First, search traffic and market share for new cars were compared in Korea and the U.S. with a view to identifying differences between the hype cycles in the two countries about the same product. The results show the similarity between the two countries with the statistical significance. Next, comparative analysis between search traffic and supply rate for several products in Korea was conducted to check out their patterns. According to the analysis, all the products seem to be at the "Peak of inflated expectations" in the hype cycles and they are similar to one another in the hype cycle. This study is of significance in aspects of expanding the scope of hype cycle analysis with web-search traffic because it introduced domestic web-search traffic analysis from Naver to analyse consumers' expectations in Korea by comparison with that from Google in other countries. In addition, this research can help to explain social phenomina more persuasively with search traffic and to give scientific objectivity to the hype cycle model. Furthermore, it can contribute to developing strategies of companies, such as marketing strategy.

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