• Asia Marketing Journal
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• 제20권4호
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• pp.1-19
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• 2019

This paper reports a case study of SevenBräu, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBräu analyzed its consumers, competition, and environment to set its target market and successfully positioned itself to explore new markets in Korea. The company accomplished this through a mixture of marketing strategies with differentiated products and consumer benefits. SevenBräu has been growing fast and establishing its image as a "high-quality craft beer locally produced in a traditional way" and a "beer with regional characteristics," with young consumers (aged 20 to 35) as the main target. Such remarkable growth of SevenBräu can be attributed to factors such as: (1) product differentiation to satisfy the needs of consumers for taste, flavor, diversity, and freshness, (2) developing brands with regional characteristics and actively communicating its strategy through earned and owned media, and (3) sustainable management, considering both social value creation and environmental performance. Lastly, this case study presents challenges in the areas of brand management, value delivery network, and communication that SevenBräu needs to address in the beer market that faces increasing competition.

• 한국건설관리학회논문집
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• 제24권2호
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• pp.88-97
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• 2023

본 연구는 건설생산체계 개편에 따른 종합·전문건설사업자 간 상호참여 가능한 시장규모를 분석하고, 설문조사를 통하여 실제 시장 참여자의 시장진출 의향 및 방식을 분석하여, 향후 건설시장의 변화를 분석하고 예측하였다. 먼저, 종합·전문건설사업자의 업무 내용 연관성, 등록기준 유사성, 종합·전문 상호참여 가능한 시장을 분석을 통하여 종합공사업종과 전문공사업종 간 연계성 비율을 살펴보았다. 선행연구들의 통계자료에 의존한 추정의 한계를 극복하기 위해, 실제 시장 참여자의 시장진출 행태를 분석하고, 이를 토대로 건설 생산체계 개편이 건설시장에 미치는 영향을 보다 구체적으로 분석하기 위하여, 종합·전문건설사업자를 대상으로 상호시장 참여 의향, 참여방식 등에 관하여 설문조사를 실시하였다. 설문조사 결과, 종합건설사업자의 52%가 전문시장에 참여 의향이 있는 것으로 나타났으며, 전문건설사업자의 55.1%가 종합시장에 참여 의향이 있는 것으로 나타났다. 토공사, 철근콘크리트공사, 시설물유지관리, 상하수도설비공사, 실내건축공사업 시장에 참여 의향이 높은 것으로 분석되었으며, 공사 규모로는 5억~30억 미만 규모의 사업에 대한 경쟁이 예상된다. 본 연구를 통해 건설산업 생산체계 개편으로 인해 건설업체가 당면하게 되는 주요 환경변화를 이해하고, 이러한 변화에 효과적으로 대응할 수 있을 것으로 판단된다.

• Journal of Korea Trade
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• 제26권7호
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• pp.185-202
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• 2022

Purpose - As overseas direct purchase transactions using e-commerce increase, the scale and scope of international trade are diversified, and the transaction volume using online platforms in e-commerce is increasing. The e-commerce market share will become more important because it is not only a medium connecting B2C, but also because it will expand the scope of trade. This study aims to reveal the factors that influence purchase intention according to Korean-Chinese consumers in e-commerce. In addition, the study has comprehensively confirmed the influence between each factor in the e-commerce environment by integrating and analyzing the characteristic factors of online information sources and platforms in one structural equation. Finally, the study confirmed that there is a significant difference in the influence relationship between Korean and Chinese consumers. Through this, the study will contribute to content production in the e-commerce market according to the target market and the expansion of the mutual entry of Korea and China. Design/methodology - This study aims to confirm the mediating effect of the details of the online information source characteristics and platform characteristics when the perceived quality affects purchase intention. It is confirmed that the factors affecting Korean and Chinese consumers differ. Findings - It was confirmed that differences exist according to the group of Korean or Chinese consumers for the entire research model. In the case of Korean consumers, the mediating factors when perceived quality affects purchase intention are expertise, reliability, entertainment, informativity, and convenience; in the case of Chinese consumers, the factors are expertise and informativity. Originality/value - This study proved that Korean and Chinese consumers cannot be regarded as having the same characteristics, and therefore, strategies aimed at each e-commerce market should be differentiated. In addition, although previous studies on online information sources and platform characteristics were not integrated, this study confirmed a significant influence relationship among the factors that could affect purchase intention in the actual e-commerce environment.

• 벤처창업연구
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• 제11권4호
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• pp.17-25
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• 2016

본 논문은 창업의도에 영향을 미치는 사회적 환경요인들에 관한 국제적 연구를 실시함으로써, 대학생들의 창업의도를 결정하는 사회적 환경요인을 규명하고, 정책 입안자들에게 향후 대학생들의 창업의도 제고를 통한 창업 활성화 방안을 수립하는데 유용한 자료를 제공하고자 하는데 그 목적이 있다. 최근까지는 창업자의 개인특성이 창업의도에 미치는 영향에 관한 연구가 많이 진행되어 왔으나, 본 논문에서는 기존의 연구들과는 달리 창업의도에 영향을 미치는 사회적 환경요인들에 대하여 살펴보았다. 본 연구에서는 창업의도에 영향을 미치는 사회적 환경요인으로 대학의 창업지원 활동, 정부의 창업지원 정책, 성공적 역할모델, 사업 시장규모를 독립변수로 사용하고, 인구통계학적 특성을 통제 변수로 사용하고자 한다. 연구결과, 사회적 환경 변수 중에서 대학의 창업지원 활동, 성공적 역할모델 및 사업 시장규모는 창업의도에 정(+)의 영향을 미치고 있으나, 정부의 창업지원 정책은 창업의도에 영향을 미치지 못한 것으로 나타났다. 인구통계적 특성으로는 중국 대학생의 창업의도가 가장 높았으며, 창업을 한 경험이 있을수록 창업의도가 높았고, 남학생이 여학생에 비해 창업의도가 높았다. 아울러, 본 연구의 시사점과 한계 및 향후 연구 제언이 제시되었다.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.769-778
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• 2020

The purpose of this study was to examine the role of profitability as a mediating variable in influencing firm value. This study uses a sample of manufacturing companies listed on the Indonesia Stock Exchange from 2016 to 2018. The data used is panel data, with data analysis using multiple regression. Based on the Sobel test, profitability plays a role in mediating the effect of firm size on firm value. The effect of firm size on firm value is indirect, however, through profitability. Therefore, the market price of the shares of large-scale companies will increase if the resulting profitability is high. The capital structure and managerial ownership directly influence firm value. The results showed that managerial ownership and firm size had a positive effect on profitability, while capital structure had no effect on profitability. Capital structure and managerial ownership have a negative effect on firm value, while firm size and profitability have a positive effect on firm value. The main finding of this study is that profitability acts as an intervening variable in mediating the relationship between firm size and firm value.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.357-366
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• 2020

The purpose of this study is to investigate the impact of internationalization on the business performance of firms in Laos as a transition economy. Using a panel dataset collected by the World Bank for 285 firms during the period 2009, 2012, and 2016 in the service and manufacturing industries, the two-steps Heckman regression results found robust evidence for the fact that the S-curve tie exists between the degree of internationalization and business performance of firms in Laos while controlling other factors. Specifically, if firms have a degree of internationalization lower than 0.4374, they will suffer losses due to the high cost of preparing for phase 1 which is market penetration. Then, when the degree of internationalization continues to increase from 0.4374 to 0.9131, firms will gain benefits from internationalization (phase 2), however, these benefits will deteriorate when the degree of internationalization is greater than 0.9131 (phase 3), meaning that firms will no longer be able to exploit economies of scale or advantages in target markets, or product cycles will fall into a state of decline. Interestingly, we also found that firms with a high concentration level of ownership and internationalization activities may achieve better performance than those with a low concentration of ownership and one which carried out internationalization activities.

• Asia Pacific Journal of Business Review
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• 제4권1호
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• pp.45-60
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• 2019

Proposing that the main barriers to mini-packaging success in China, in contrast to India and the Philippines, is Chinese consumers' sociocultural values and attitudes toward products in mini packages, this study investigates the factors that potentially make the China market relatively not conducive to buying products in mini packages via a survey of 468 Chinese adults in Shanghai (first-tier city) and Zhuhai (second-tier city). Results show that respondents agree that products in mini packages are difficult to store once opened, are more expensive than are larger-sized products, do not provide good value for money, entail frequent shopping, are harmful to the environment, are not advertised, and are mainly for trying new products and for traveling. They disagree with many possible reasons for the unpopularity of products in mini packages. This study's contributions are (1) providing in-depth quantitative analysis of the possible reasons mini-packaging is not popular in China, (2) offering managerial advice for using mini-packaging to increase brand competitiveness, (3) developing a scale to measure attitudes toward products in mini packages; and (4) being empirical as opposed to merely anecdotal/speculative like some studies in this area.

• The Journal of Asian Finance, Economics and Business
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• 제9권10호
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• pp.129-135
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• 2022

This study aims to identify the factors supporting and inhibiting the digitalization of blue economy MSMEs in Bitung, Indonesia. The literature shows little research on digitalization related to the blue economy in Southeast Asia, especially in Indonesia. This indicates that there is a large research gap related to digitalization and the blue economy in the Indonesian context. Data was collected through the distribution of questionnaires with open-ended questions to blue economy MSMEs. Data was also obtained from in-depth interviews with representatives of Aruna, an Indonesian company that focuses on simplifying the supply chain of fishery products by connecting small-scale fishers to the global market through technology. According to the study's findings, two primary factors-motivation to develop their business and efforts to maintain seller-buyer interaction-support SMEs' use of technology in the blue economy. However, digital literacy and technological infrastructure, such as the internet network, are the two main factors that become obstacles in the effort to digitize MSMEs in the blue economy. The role of the government is also a contingent factor that can strengthen the relationship between factors that support digitization and weaken the relationship between factors that hinder digitalization.

• International Journal of Quality Innovation
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• 제9권3호
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• pp.93-112
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• 2008

This study explores the influence of Taiwan's high-tech manufacturers' innovative strategy and innovation motivation concerning the implementation of innovative activities, as well as the influence of innovative activities implementation on business performance. The two intermediate variables, industry group and enterprise scale are also considered. Through a review of the relevant literature, a theoretical model of the influence relationship is developed, while an empirical analysis is simultaneously conducted on Taiwan's high-tech manufacturers. The research result shows that the internal driving force of innovative activities has a significant impact on the level of implementing technological innovative activities and cultural innovative activities. The external driving force of innovative activities has a significant impact on the level of implementing market innovative activities and management innovative activities. Companies adopting self-developed technology and purchased as well as self-developed technology strategies, perform better than those adopting purchased new technology or those with neither purchased nor self-developed technology strategies, at implementing technological innovative activities and cultural innovative activities. The level of implementing innovative activities has a significant influence on business performance (cost reduction and product/service differentiation). For the intermediate variables of "industry group" and "enterprise scale", it is proven in this study that they have no significant influence on the level of innovative activity implementation or business performance.

• 경영정보학연구
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• 제17권1호
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• pp.1-18
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• 2015

최근 많은 IT 기업들이 클라우드 서비스 시장에 진입하면서 출시되는 클라우드 서비스의 숫자가 크게 늘어나고 있다. 이러한 이유로 발생하는 클라우드 서비스 선택의 문제들을 해결하고, 기술적인 역량이 부족한 클라우드 서비스 사용자들의 서비스 초기화와 운용을 돕기 위해서 클라우드 서비스 중개업 회사들이 크게 주목받고 있다. 본 연구에서는 원 클라우드 서비스 제공자들과 클라우드 서비스 중개업 회사들 간의 협업을 대표적인 사례들인 국내의 NCloud24와 미국의 RightScale을 통해 보았다. 두 회사의 비즈니스 모델을 비즈니스 모델 캔버스를 사용하여 분석하였으며, 클라우드 서비스 중개업 회사들의 출현을 IaaS(Infrastructure-as-a-Service) 클라우드 서비스 회사들의 언번들링(Unbundling) 과정으로 해석하였다. 그리고 두 사례간의 차이점을 비교하고, 이를 바탕으로 향후 국내 클라우드 서비스 중개업이 나아가야 할 방향에 대하여 조망하였다.