• International conference on construction engineering and project management
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• 2020.12a
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• pp.267-277
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• 2020

The present research evaluates the public engagement approach in various project stages. Hong Kong had long been criticized as top-down and executive-led jurisdiction by overlooking the importance of cultural heritage and public concerns on public projects. It was suggested to the government to engage public and provide sufficient public consultation. Thereby, the government announced a series of revitalization and conversion measures in Policy Address in 2008. To carry out the measures, there were voices, because of diverse and sometimes conflicting interests, over the effect of revitalization project. On the other hand, studies reveal that there are benefits of revitalization and enhancement of public engagement approach. In pursuit of the subject, the present research aims at studying the Central Market as a case study pilot project. In October 2009, the Policy Address announced that the Central Market be revitalized. Tasked to implement the project, Urban Renewal Authority (URA) continued to adopt the people-oriented approach as the guiding principle in its core business and in heritage preservation and revitalization so as to create a sustainable development. Between government and the public, URA acts as a bridge for communication. As between URA and the public, URA conducted public consultation, set up an ad-hoc committee in January 2016 to be in charge of the project and will continuously inform the government and public with the updates and project progress. The main objectives of the present research are to assess the advantages and challenges in different stages of public engagement approach, to evaluate the engagement system, to give a comprehensive view for participation of stakeholders, and to find out effective strategies to enhance civil engagement. Research was achieved through interviews to key persons in the project, questionnaire that was distributed to community and experts in the field. Case Study of the Central Market was studied and investigated using different sources, such as newspapers, journals, etc, to evaluate the degree of public engagement in the project. Both detailed qualitative methodological approaches of interview, questionnaire, and case study, act as a synergy to demonstrate the research objectives and provide the comprehensive perceptions on the revitalization project. The results show that public participants in revitalized project have generated considerable value enhancements to social-cultural, environmental, political and economic aspect. This study provides valuable insights that the public participation can make positive contribution to sustainability in the city. The findings indicate that no any single system is flawless therefore seeking both public opinions and professional advices are also important as a comprehensive approach to achieve higher sustainability of the building.

• Journal of the Daesoon Academy of Sciences
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• v.23
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• pp.345-383
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• 2014

This article intends to examine the value of the world citizenship in the perspective from the root meaning that is stressed as the behavior style of Daesoon thoughts in relation with 'desirable attitude of life in education of morality. Traditional root meaning of Daesoon thoughts turned out to be proper moral behavior principle such as Yin Yang harmonious virtue, God Humane keeping unity, and conviviality with regrets settlement. Such three principles of Daesoon Thoughts show the characteristic of global code such as respect of life, solidarity unity, and tolerant trust. To revise the phenomenon of duality, and to realize the human awakening in radically changing reality, we need to cultivate world citizenship based on the root meaning of Daesoon thoughts. Daesoon thoughts covering the East and the West, especially the key features of religion, can cultivate the world view of citizenship in the era of plural society based on folk beliefs toward Gucheon Sangje faith as the essence of the multiplism. The world citizenship of human society is necessary to unite the world in the unified construction cooperative spirits. All beings need to be away from antagonistic confrontation with the practice of mutual conviviality. The diameter of acquired joining world citizenship can have the opportunity to realize of Gucheon Sangje's Heaven and earth construction. The root meaning of Daesoon thoughts can contribute to moral practicality with world citizenship by practice of heavenly truth and human truth. First, cultivating heavenly truth by means of insight can develope the profound world citizenship. Secondly, the solidarity of the public and private can cultivate public citizenship. Thirdly, in the crisis of the mankind, this awakening conviviality can be foundation for world citizenship of public communication. Fourthly, the spirit that would not deceive ownself can be contributed to cultivating the world citizenship by means of the process of internalizing Daesoon thoughts. Nowadays in the plural society demanding world citizenship, the public citizenship can deepen the spirit of respect of life, solidarity unity, and tolerant trust in the process of world citizenship cultivation. In the future, the world citizenship can be deepen the alternative of practice in the continuous cultivation of world citizenship. In this process, we can form the culture of coexistence which can contribute to human society as well as korean society by developing the value of living together happiness through the guide of this phonesis.

• Asia Marketing Journal
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• v.15 no.1
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• pp.83-105
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• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.

• Asia Marketing Journal
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• v.15 no.1
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• pp.129-154
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• 2013

Product-harm crises, which are connected to defective or dangerous products, are perceived as the most common threats to a company. Product harm crises can distort long standing favorable equality perceptions, tarnish a company's reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity. However, in spite of the devastating impact of product-harm crises, little systematic research exists to asses its marketing consequences. So, the purpose of this study is to investigate how Koreans react to the crisis response in the aftermath of different crises(competence violation vs. integrity violation) and inspire additional research in crisis communication. This study has three main findings which run counter to the assumptions of Kim et al.(2007). Namely, the current study expands on the research of Kim et al. (2004, 2007) by examining how companies repair customers' trust and corporate attitude after crises. Different from previous studies, this study assumes that apology for an integrity-based crisis is the most appropriate way to repair consumer trust and corporate attitude. As for competence-based crisis, similarly, apology for competence-based crisis can be more successful repairing consumer trust and corporate attitude. Concerning silence strategy, remaining silent dose not admit or deny guilt right away, but instead of asking the perceiver to withhold judgment, suggesting that, silence could be expected to be superior to apology but inferior to denial. Finally, apology for competence violation will be expected to bemore effective than apology for integrity violation. Research conceptual model was as follows: According to the results, apology is found to be the most effective strategy to repair corporate attitude no matter the crisis is perceived as a violation of competence or integrity. Second, company may consider keeping silent as a desirable response because they does not admit nor deny responsibility but ask the public to withhold judgment. However, the result of this study shows that, in the overall crisis situations, silence strategy did not differ significantly from the denial strategy, which suggested that the public wants explanation instead of uncertainty. Third, there was the interaction effect between crisis type and crisis response strategies. In this study, apology is more effective for the competence violated situation in terms of regaining consumer trust and repairing their attitude toward company, while the apology's effectiveness is lower for the integrity-violated situation. More specifically, when the crisis is perceived due to company's lack of ability(competence violation), consumer's trust belief and attitude toward the company is more easily to repair when the company issued a sincere apology. Damaged product is perceived less intentional so participants are more likely to give the company second chance when they apology to the public. By contrast, exaggerated advertisement(integrity violation) is perceived intentionally and thus makes participants angrier toward the accused company. Although apology is perceived as the most effective strategy, when issuing apology, it also means the company admitted their intention. Therefore, in this kind of crisis situation, trust repair needs not only a sincere apology but additional efforts.

• Asia Marketing Journal
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• v.15 no.3
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• pp.53-77
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• 2013

As advertising and promotions are categorized as operating expenses, managers tend to reduce marketing budget to improve their short term profitability. Gauging the value and accountability of marketing spending is therefore considered as a major research priority in marketing. To respond this call, recent studies have documented that financial market reacts positively to a firm's marketing activity or marketing related outcomes such as brand equity and customer satisfaction. However, prior studies focus on the relation of marketing variable and financial market variables. This study suggests a channel about how marketing activity increases firm valuation. Specifically, we propose that a firm's marketing activity increases the level of the firm's product market information and thereby the dispersion in financial analysts' earnings forecasts decreases. With less uncertainty about the firm's future prospect, the firm's managers and shareholders have less information asymmetry, which reduces the firm's cost of capital and thereby increases the valuation of the firm. To our knowledge, this is the first paper to examine how informational benefits can mediate the effect of marketing activity on firm value. To test whether marketing activity contributes to increase in firm value by mitigating information asymmetry, this study employs a longitudinal data which contains 12,824 firm-year observations with 2,337 distinct firms from 1981 to 2006. Firm value is measured by Tobin's Q and one-year-ahead buy-and-hold abnormal return (BHAR). Following prior literature, dispersion in analysts' earnings forecasts is used as a proxy for the information gap between management and shareholders. For model specification, to identify mediating effect, the three-step regression approach is adopted. All models are estimated using Markov chain Monte Carlo (MCMC) methods to test the statistical significance of the mediating effect. The analysis shows that marketing intensity has a significant negative relationship with dispersion in analysts' earnings forecasts. After including the mediator variable about analyst dispersion, the effect of marketing intensity on firm value drops from 1.199 (p < .01) to 1.130 (p < .01) in Tobin's Q model and the same effect drops from .192 (p < .01) to .188 (p < .01) in BHAR model. The results suggest that analysts' forecast dispersion partially accounts for the positive effect of marketing on firm valuation. Additionally, the same analysis was conducted with an alternative dependent variable (forecast accuracy) and a marketing metric (advertising intensity). The analysis supports the robustness of the main results. In sum, the results provide empirical evidence that marketing activity can increase shareholder value by mitigating problem of information asymmetry in the capital market. The findings have important implications for managers. First, managers should be cognizant of the role of marketing activity in providing information to the financial market as well as to the consumer market. Thus, managers should take into account investors' reaction when they design marketing communication messages for reducing the cost of capital. Second, this study shows a channel on how marketing creates shareholder value and highlights the accountability of marketing. In addition to the direct impact of marketing on firm value, an indirect channel by reducing information asymmetry should be considered. Potentially, marketing managers can justify their spending from the perspective of increasing long-term shareholder value.

• Asia Marketing Journal
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• v.15 no.1
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• pp.169-188
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• 2013

Established in 2006 as the forward integration effort by Taesung Industry, the major cosmetic packaging company, TONYMOLY has phenomenally grown to one of the major cosmetic brand companies in the submarket called, 'one brand-shop' of cosmetic market since 2008, after overcoming the crisis of 'going out of business' in a couple of early years. Within a relatively short period of time, TONYMOLY's performances have dramatically improved in terms of metrics such as growth in sales revenue, the number of stores, the average sales per store, transaction value per customer, the number of monthly transactions, the number of membership-based customers, and overseas sales. In this case study, we have examined TONYMOLY's recent marketing activities which may explain the plausible reasons behind the substantial growth of a small but smart cosmetic company. Above all, the first key success factor of TONYMOLY would be found in its adherence to the clear philosophy of the customer value proposition and/or the differentiated position of TONYMOLY as a brand of providing value. Second, this brand concept of value was first penetrated and welcomed among the foothold customer target group of mid and late teens with appropriate products, while the target groups were later expanded into the age group of twenties along with expansion of relevant products. Third, its differentiation efforts have been concrete and meaningful by utilizing unique ingredients in its product development and marketing efforts, unique fun packaging, and continuously introducing new hit-selling products as well as managing steady-selling products. Fourth, TONYMOLY has been smart enough to use its limited marketing money efficiently and effectively in its marketing communication activities. Viral marketing, PPL, and concentrated media planning and execution turned out to produce effective and efficient market-based performances such as awareness, word-of-mouth, and sales. Lastly, the marketing leadership of CEO and top management, emphasizing communications and interactions, was confirmed in the relationship quality with and trust level of its franchisees and internal employees. These key success factors may explain the recent phenomenal market performances of TONYMOLY. Despite recent successes, the major issues are presented for TONYMOLY to consider for maintaining its sustainable advantages and growth. The first issue concerns TONYMOLY's choice of growth philosophy between product/brand-centric marketing and customer-centric marketing. The second challenging issue relates to how TONYMOLY can cope with 'growing pains' plausibly accompanied with the rapid growth.

• Smart Structures and Systems
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• v.30 no.5
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• pp.521-535
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• 2022

Efficient management of deteriorating civil infrastructure is one of the most important research topics in many developed countries. In particular, the remote displacement measurement of bridges using linear variable differential transformers, global positioning systems, laser Doppler vibrometers, and computer vision technologies has been attempted extensively. This paper proposes a remote displacement measurement system using closed-circuit televisions (CCTVs) and a computer-vision-based method for in-situ bridge bearings having relatively large displacement due to temperature change in long term. The hardware of the system is composed of a reference target for displacement measurement, a CCTV to capture target images, a gateway to transmit images via a mobile network, and a central server to store and process transmitted images. The usage of CCTV capable of night vision capture and wireless data communication enable long-term 24-hour monitoring on wide range of bridge area. The computer vision algorithm to estimate displacement from the images involves image preprocessing for enhancing the circular features of the target, circular Hough transformation for detecting circles on the target in the whole field-of-view (FOV), and homography transformation for converting the movement of the target in the images into an actual expansion displacement. The simple target design and robust circle detection algorithm help to measure displacement using target images where the targets are far apart from each other. The proposed system is installed at the Tancheon Overpass located in Seoul, and field experiments are performed to evaluate the accuracy of circle detection and displacement measurements. The circle detection accuracy is evaluated using 28,542 images captured from 71 CCTVs installed at the testbed, and only 48 images (0.168%) fail to detect the circles on the target because of subpar imaging conditions. The accuracy of displacement measurement is evaluated using images captured for 17 days from three CCTVs; the average and root-mean-square errors are 0.10 and 0.131 mm, respectively, compared with a similar displacement measurement. The long-term operation of the system, as evaluated using 8-month data, shows high accuracy and stability of the proposed system.

• Asia Marketing Journal
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• v.13 no.1
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• pp.1-26
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• 2011

Measuring the quality of city life (QCL) is important for city marketing given that QCL influences the city brand image and resident city relationship. Despite its importance, most previous measures of community well being were developed in the context of small towns, and limited attention has been given to a subjective measure of QCL in the context of a large city. This study develops and tests a subjective measure of quality of city life (QCL) in the context of a large metropolitan city. Quality of city life (QCL) refers to the degree of need satisfaction and feelings of happiness one experiences during the course of city life. The results from a survey of 507 residents from 25 major districts in Seoul indicate that the QCL measure has convergent and discriminate validity. The results also indicate that QCL has predictive validity in relation to satisfaction with city services, trust in the city government, word of mouth communication, and a sense of citizen pride. The managerial and policy implications of this study are discussed.

• Asia Marketing Journal
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• v.13 no.3
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• pp.233-248
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• 2011

This case illustrates a story of passionate and innovative new market development by Pulmuone, a fresh food provider in Korea. The company has been successfully developing a new market by introducing a (non-frying) fresh ramen, 'Jayeonun Masitda - The Nature Is Tasty' in the packaged ramen market dominated by fried ones. In this case, a detailed new market development process by Pulmuone will be investigated including; company overview, a new product development process, marketing strategy formulation, marketing mix implementation, market performance, and future directions. Pulmuone has been making efforts to create a new product category by marketing non-frying ramens since 1995, but with a modest success. In 2011, Pulmuone finally succeeded to develop an innovative product, 'Jayeonun Masitda' that brought more health and nutrition conscious consumers' attention in the ramen market. The company intended to change the current competitive structure in the ramen market, i.e., from the strength of taste and the amount of ingredient to fried/non-fried and the freshness of ingredient. By this new positioning, Pulmuone aimed to reshaping the ramen market into competition between healthy and unhealthy ramens. Pulmuone has been successful in developing a new market. Sales revenue of 'Jayeonun Masitda' has been continuously increasing, and customers are found to be highly satisfied with the product resulting in a high repeat purchase rate. The company's successful new market development can be attributed to a faithful new product development process, innovative technology, an appropriate positioning strategy, and consistent marketing communication. In addition, Pulmuone's eco-friendly corporate image and the organization's passion to grow are also important factors for success of this new market development.

• Asia Marketing Journal
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• v.11 no.1
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• pp.73-92
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• 2009

Consumers influence other consumers' brand choice behavior by delivering a variety of objective or subjective information on a particular product, which is called WOM (Word-Of-Mouth) activities. For WOM activities, WOM senders should choose messages to deliver to other consumers. We classify the contents of the messages a consumer chooses for WOM delivery into two categories: Subjective (positive or negative) evaluation and objective information on products. In our study, we regard WOM senders' activities as a choice behavior and introduce a choice model to study the relationship between the choice of different WOM information (WOM with positive or negative subjective evaluation and WOM with objective information) and its influencing factors (information sources and consumer characteristics) by developing two bivariate Probit models. In order to consider the mediating effects of WOM senders' product involvement, product attitude, and their characteristics (gender and age), we develop three second-level models for the propagation of positive evaluations, of negative evaluations, and of objective information on products in an hierarchical Bayesian modeling framework. Our empirical results show that WOM senders' information choice behavior differs according to the types of information sources. The effects of information sources on WOM activities differ according to the types of WOM messages (subjective evaluation (positive or negative) and objective information). Therefore, our study concludes that WOM activities can be partially managed with effective communication plans influencing on consumers' WOM message choice behavior. The empirical results provide some guidelines for consumers' propagation of information on products companies want.