• Industry Promotion Research
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• v.7 no.3
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• pp.1-8
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• 2022

Many companies are operating and introducing the research results that corporate counseling contributes to corporate profits and improves the effective welfare of workers. This study was conducted targeting business management experts. As a research question, first, is there a difference in perception among business management experts about business counseling? Second, what is an important marketing 7P mix for revitalizing corporate counseling? Third, there will be differences in the importance of the 7P mix for marketing among business management experts. The results of the quantitative study are as follows. First, business management experts had a positive perception about the intention and necessity of corporate counseling, and marketing was higher than production management by field. The consultation model prefers an external model, and medium-sized enterprises and small and medium-sized enterprises are selected as target companies, and service and manufacturing industries are selected as target industries. The topics are recognized as interpersonal relationships and job stress. Second, price mix, product mix, people mix, and process mix are recognized as important marketing mixes, but companies consider the price mix the most important. Third, there was a difference between corporate management experts in the promotion mix and process, and marketing recognized the promotion mix as important and the process mix was important for financial management. However, there is no difference in the mixes by field except for this, so it can be said that the perception of the marketing mix is similar. Through this study, it is meaningful to present the implications of the marketing mix for awareness and activation of corporate counseling from the corporate point of view.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.335-343
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• 2019

The purpose of this study is to derive the necessary factors by conducting a questionnaire survey for SMEs with experience in participating in the online export support business in order to derive the factors that activate SMEs' online marketing. As a result, it was found that the Corporate trade capacity had a positive influence on online marketing utilization, and that the Corporate internal capacity did not have a significant influence on online marketing utilization. Since the consultants' role for export marketing obviously appears to exercise more significant positive effect on online marketing utilization, we can suggest the followings to activate online exports of SMEs. First, more effective efforts are needed to expand the trading capacity to utilize online marketing, and secondly, the export marketing capacity of SMEs needs to be strengthened steadily. In particular, strengthening the capabilities of the trading consultants of participating and performing companies is considered to be an important factor in the use of online marketing by SMEs, we recommend further strengthening each corporate and government policy effort to empower export consultants.

• Journal of Digital Convergence
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• v.18 no.10
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• pp.119-128
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• 2020

The rapid changes in the industrial environment are providing crises and opportunities for small and medium-sized export enterprises. This study focused on overseas marketing support projects, especially effective consulting support for online marketing, in response to changes in the role of SMEs. Through a survey on companies participating in the online export support project, it was analyzed that both the consultant's competence and service quality had a significant effect on satisfaction, and that satisfaction had a significant effect on corporate performance. Also, satisfaction showed some significant mediating effects. In order to achieve business results, the competence of the consultant and the quality of service must be achieved together. This study presents the criteria for determining substantive factors necessary for the improvement of export support projects, and further studies on capacity-building measures for each factor should be conducted in the future.

• Journal of the Korea Convergence Society
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• v.11 no.5
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• pp.219-227
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• 2020

Rapid changes in the environment, such as the 4th Industrial Revolution, provide crises and opportunities for SMEs. The government is trying to improve and expand the SME support project, but has not been able to achieve the desired results. This study studied the effective performance factors of overseas marketing support projects in response to changes in the role of SMEs. The research was conducted based on a survey of coporations applying for export support projects. As a result of the research, the corporate competence, the support quality from the support institution, and the consultant competency have a significant influence on the utilization of the support project. In addition, it was analyzed that the utilization of support projects has a significant effect on corporate performance. In order to achieve the performance of support projects under a changing export environment, support organizations, consultants, and coporation should strengthen their competences. This study suggests the criteria for judging the actual factors necessary for the improvement of the export support project, and studies on how to strengthen the competences of each factor should be conducted in the future.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.5
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• pp.1845-1855
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• 2010

The brand consulting for paving the way for overseas-based companies to develop local brands includes many processes such as the analysis of local markets and consumers, the analysis of in-and-out circumstances including the diagnosis of corporate competence and resource, the establishment of brand strategies, the development of brand concepts, and the development of design, which should be performed before the eventual launch of overseas markets. So, the success of overseas-based brand consulting just depends on coworking(i.e., consortium) by brand experts from international marketing, design to local-overseas brand rights which have been barely touched upon by the brand experts. This study aims to present brand consulting framework and to support the development of local-fit brands when the small and medium industries, esteemed relatively less compatible than conglomerates, expand their business in the non-English-speaking countries. This study also includes the results of a demand inquiry on the local fit brand targeted for SMEs. As a brand consulting framework which has been performed at work sites through the accumulated many year's trial and error, it could be a significantly meaningful guidance for the brand experts who perform local-fit brands consulting and the SMEs who look for overseas-based brand consulting.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.43 no.1
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• pp.132-142
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• 2020

Many countries around the world are pursuing various support policies to foster start-ups national widely in order to secure new economic growth engines in the era of the Fourth Industrial Revolution. The South Korean government announced the diffusion strategy for the 2'nd round Start-up Boom in March 2019 and is promoting the support policies for start-up incubating by various programs. Many incubators and startup accelerators operate various kinds of programs to foster start-ups using government financial supports. The purpose of this study is to investigate the effects of entrepreneurship and technical capability of entrepreneurs as the internal factors of the technology-based start-ups and the effects of programs supported by the government as an external factor on the corporate performance of a start-up company, and the mediating effects of core competence of start-ups were analyzed using SPSS and AMOS. The results show that the entrepreneurship, technical capability and the programs supported by incubators or accelerators had no direct effects on the corporate performance of a start-up, but the core competence of the company had complete mediating effects. In addition, the type of program supported by the comprehensive accelerator programs or the marketing supports had effects on the core competence rather than simple financial supports. Lastly, the policy proposals for incubating program support and future research directions along with the limitation are suggested.

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

• Management & Information Systems Review
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• v.37 no.2
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• pp.125-147
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• 2018

This study was intended to examine the structural relationship between fan citizenship and sports marketing achievement. For that, 220 questionnaires were distributed to the fans of Lotte Giant in Busan region and 205 questionnaires were used finally. The hypotheses were validated by using SPSS 25.0 and Smart PLS 2.0 based on the study model. All hypotheses were adopted, except for 4 hypotheses(Hypothesis 5-3, Hypothesis 6-1, Hypothesis 6-2, and Hypothesis 6-3), among a total of 17 hypotheses. For that, the results were derived as below: First, fan citizenship had a positive(＋) influence on team equity(Hypothesis 1), sponsor assets(Hypothesis 2), and community equity(Hypothesis 3) as a whole. Second, team equity had a positive(＋) influence on sponsor assets(Hypothesis 4) in all respects, and furthermore, had a positive(＋) influence on local image(Hypothesis 5-1) and contribution to local community(Hypothesis 5-2). Meanwhile, team equity did not have a statistically significant influence on social interchange(Hypothesis 5-3. Finally, sponsor assets and community equity were found to have the relationship as follows: No statistically significant relationship was observed between corporate image and community equity. Corporate awareness had a positive(＋) influence as a whole. The results of this study are expected to provide comprehensive understanding and theoretical and practical implications of the influence that fan citizenship would have on sports marketing achievement.

• Journal of Intelligence and Information Systems
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• v.16 no.2
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• pp.109-128
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• 2010

The purpose of our research is to figure out the 'non-financial value' of consumers applying networks amongst consumer groups, the data-based marketing strategy to the analysis and delve into the ways for enhancing effectives in marketing activities by adapting the value to the marketing. To verify the authenticity of the points, we did the empirical test on the consumer group using 'the Essence Cosmetics Products' of high involvement that is deeply affected by consumer perceptions and the word-of-mouth activities. 1) The empirical analysis reveals the following features. First, the segmented market for 'Essence Consumer' is composed of several independent networks, each network shows to have the consumers that is high degree centrality and closeness centrality. Second, the result proves the authenticity of the non-financial value for boosting corporate profits by the high degree centrality and closeness centrality consumer's word-of-mouth activities. Lastly, we verify that there lies a difference in the network structure of 'Essence Cosmetics Market'per each product origin(domestic, foreign) and demographic characteristics. It does, therefore, indicate the need to consider the features applying mutually complementary for the network targeting.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.2
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• pp.436-446
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• 2018

The purpose of this study is to examine the priorities of innovation activities, business performance, and maximization factors of SMEs. Support programs for each government department are operated by various industries. Various supports, including subsidies, grants, marketing, planning, and education, are provided to each company. Therefore, this study aims to analyze and identify the priorities of innovation activities that have a positive effect on business performance. The efficacy of the proposed model and the psychometric properties of structure were analyzed using the analytic hierarchy process (AHP). The hierarchical structure of corporate innovation activities are composed of 'R&D' and 'government support', and 'Inside R&D, Outsourcing R &D, Consortium R&D'. As a result of analyzing companies that received more than one type of R&D government support, it can be seen that 'government support' (72.1%) is more important than 'research and development' (27.8%). In addition, this study found key sub-factors loadings including Assistant Support (30.1%), Tax Support (22.7%), Funding Support (18.8%), Inside R&D (10.8%), Outsourcing R&D (10.3%), and Consortium R&D (7.2%). Analysis results suggest that the priorities of detailed innovation activities of R&D and government support affect product innovation and process innovation, which in turn, influence business performance and maximization of SMEs. This implies that SMEs who want to participate in the government support project will be helpful in setting the direction of innovation activities. This study also suggests the importance of strategic priorities among the decision elements for CEOs.