• International Journal of Computer Science & Network Security
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• 제21권11호
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• pp.31-42
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• 2021

Several studies have been conducted on market orientation over the last three decades. However, the majority of previous research focused exclusively on an internal vision that conceives the market orientation from an organizational perspective, considering the market orientation as a strictly perceived culture or behavior by company's staff (managers and employees) .This study aims to emphasize the importance of analyzing the market orientation from a dual perspective by investigating simultaneously the perceptions of customers and those of managers. It examines the perceptual gap or perceptual congruence of market orientation between customers and managers. A survey is conducted with Tunisian bank managers and B to B customers to measure their market orientation perception. The results should reveal level of manager's market orientation in Tunisian banks compared to customers' perceptions. The perception gaps of market orientation between managers and customers named congruence is highlighted and categorized. This study provides some contributions to fill the gap emerging from the one-sidedness of market orientation evaluation and gives a dyadic vision of market orientation that helps managers in their continuous learning about markets and sensing customers' needs and expectations. Market orientation level between the two groups is evaluated to give some managerial recommendations.

• Asia Marketing Journal
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• 제7권2호
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• pp.93-121
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• 2005

본 연구는 시장 경제학의 입장에서 기존의 마케팅 및 마케팅 연구에 대한 분석을 통해 향후 마케팅 연구가 부가 가치 창출에 실질적으로 공헌할 수 있는 방안들을 찾아보고자 하는 시도이다. 이를 위해 첫째, 마케팅 연구가 '응용' 심리학적인 사실 파악 연구에서 벗어나서 판매자와 구매자 모두의 총부를 증대시키는 경영학적 마케팅 연구에로 자신의 정체성을 확립할 것을 제안하였다. 둘째, 마케팅 연구의 심화와 확장을 위해 고객 사이드 쪽만 아니라 모든 시장 참여자들을 마케팅 연구 영역 내에 포함시킬 것, 조직이라는 내부 시장의 마케팅 현상 연구도 할 것, 그리고 비영리 조직들의 마케팅에로도 그 연구 영역을 확장할 것을 제안하였다. 그리고 끝으로 마케팅이 기초하고 있는 시장 원리에 대한 이론적 이해와 자유 시장 경제 체제에 대한 이념적 이해를 바탕으로 향후 마케팅과 마케팅 연구가 인류의 처지 개선에 지속적으로 기여할 수 있음을 주장하였다.

• 무역학회지
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• 제47권1호
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• pp.145-161
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• 2022

For multinational manufacturers, China is an attractive consumer market, but the unique attributes and tastes of Chinese customers present challenges in achieving desired investment performance. In this paper, the influence (mediating function) of consumer-centered market orientation adopted as a strategic means by multinational companies entering China on investment performance was examined utilizing samples collected through questionnaires and statical analysis through structural equation models. This paper, based on value chain and product attributes, divided market orientation into two types: production impacted market orientation and service impacted market orientation. The empirical analysis results of 233 samples showed that, service impacted market orientation with downstream activities and support service (as a variable) has a greater impact on investment performance than production impacted market orientation with upstream activities and product attributes. This indicates to managers that focusing on service impacted market orientation when implementing consumer-centered marketing strategies in the Chinese local market is an efficient/effective localization strategy to increase expected investment performance.

• 유통과학연구
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• 제18권5호
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• pp.99-109
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• 2020

Purpose: This study aims to develop and empirically analyze a research model in order to comprehend the relationship among the service quality of market-wholesaler system, re-transaction intention, and recommendation intention of forwarder. Further, we suggest new six factors reflecting the service quality of market-wholesaler system and highlight market expansion of forwarder as a mechanism in the relationship. Research design, data and methodology: The authors developed the new scales measuring the service quality of market-wholesaler system (i.e. trade price, price fluctuation, payment receipt, settlement period, trade information, and customer service) and conducted a cross-sectional survey for 439 forwarders in a wholesale market. And then we performed a series of path analyses to test hypotheses. The hypotheses are as follows. [H1] The service quality of market-wholesaler system will positively affect forwarders' market expansion, [H2] Forwarders' market expansion will positively affect their re-transaction intention, [H3] Forwarders' market expansion will positively affect their recommendation intention, [H4] Forwarders' re-transaction intention will positively affect their recommendation intention. Results: The results showed that all the six factors for the service quality of market-wholesaler system were positively related to market expansion of forwarders. There was a differential effectiveness in the six factors of the service quality. More specifically, the positive effect of customer service factor was the strongest on market expansion of forwarders. And the respective effects of trade price, price fluctuation, settlement period, trade information factors were followed in order. The positive effect of payment receipt factor was the weakest on market expansion of forwarders. Also, market expansion of forwarders was positively related to their re-transaction intention and recommendation intention. Furthermore, market expansion of forwarders was indirectly related to recommendation intention through re-transaction intention as well. Conclusions: The research findings provide important theoretical and practical implications. This study is the first to attempt to test the perception of forwarders for the service quality of market-wholesaler system by developing and using the new scales. Also, there has been a sharp controversy about the effectiveness of market-wholesaler system. The findings support that market-wholesaler system would be activated by empirically verifying the effectiveness of the service quality on the various outcomes.

• 산경연구논집
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• 제8권2호
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• pp.33-38
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• 2017

Purpose - The objective of the current research is to explore success factors of the 'Night Markets' in Korea. Unlike other countries, where the markets are culturally established based upon various socioeconomic factors, the night markets are relatively new phenomena in Korea and are created by the government's support. Since the first introduction in 2011, now there are 34 Night Markets that are operating or are in the process of operation. Some of them attract nearly 100,000 customers a day, while some are discontinued shortly after the introduction due to lack of visitors. Its influence on the customers' behavioral motives of engaging in various activities in the night markets is increasing. However, because of its brief history in Korea, not much of research has cast attention on them. It is imperative to figure out the success factors of the night markets, so that other night markets can learn the secret of successful operation of the markets. Research design, data, and methodology - The research is based upon both qualitative and quantitative data. Data are collected from multiples levels of the night market related parties. Four groups are chosen: customers, night market sellers, sellers' union and government officers who are in charge of the market. Conventional survey formats are employed for customers and night market sellers. For night market union and government officers, survey and in-depth focus group interview methods are applied. Of the night markets in operation, commonalities of successful or well established ones are elaborated. Results - Night Market operation success factor are sought utilizing Porter's The Competitive Advantage of Nations model (1990). Results are shown that successful night markets commonly have satisfactory 'Factor Conditions.' Specifically, established night markets have either nearby big cities or tourist attractions in common. While these have fair 'Firm Strategy/structure/rivalry,' and 'Related and supporting industries,' they commonly demonstrate weakness in 'Demand conditions.' Conclusions - A successful night market incurs new customers not only to the market itself but also to the traditional periodical market the night markets are within. Government support to the night market can be justified where the circulation of new customer to the night market and the night market to the periodical market mechanism is in effective.

• 마케팅과학연구
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• 제16권2호
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• pp.55-75
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• 2006

본 연구는 블루오션 전제조건의 하나인 고객가치혁신과 더불어 블루오션의 또다른 조건을 확인하고자 함을 목적으로 하고 있으며, 또한 시장을 세분화하고 적절한 전략을 수립함으로서 기업으로 하여금 블루오션 시장에 진입할 수 있도록 하고자 함이다. 이러한 목적을 위해 본 연구에서는 차별화된 가치혁신 요소를 지닌 시장에서의 접근, 가치혁신에 의한 시장세분화, 블루오션 착시시장의 특성을 가진 주요변수, 블루오션 시장진입을 위한 후발기업의 전략등의 문제를 다루고 있으며, 또한 가치와 관련된 문헌고찰, 블루오션 전략, 실제사례에서의 객관적 자료의 활용 등을 통해 분석을 수행하였다. 본 연구에서는 내구재와 비내구재의 대표적 사례로 껌과 냉장고 시장을 선정하였고, 가치혁신을 기준으로 시장을 분류한 결과 블루오션 시장과 블루오션 착시시장의 존재를 확인할 수 있었다.

• 대한전기학회:학술대회논문집
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• 대한전기학회 2007년도 제38회 하계학술대회
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• pp.127-129
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• 2007

Since the competitive market environment was introduced into the electric power industry, the structure of the industry has been changing from vertically integrated system to functionally unbundled and decentralized system composed of multiple (decision-making) market participants. So the market participants such as Gencos or LSE (load serving entity) need to forecast the market clearing price and thus build their offer or bidding strategies. Not just these market players but also a market operator is required to perform market analysis and ensure simulation capability to manage and monitor the competitive electricity market. For fulfilling the demand for market simulation, many global venders like GE, Henwood, Drayton Analytics, CRA, etc. have developed and provided electricity market simulators. Most of these simulators are based on the optimization formulation which has been used mainly for the least cost resource planning in the centralized power system planning and operation. From this standpoint, it seems somehow inevitable to face many challenges on modeling competitive market based on the method of traditional market simulators. In this paper, we propose a kind of new method, which is MAS based market simulation. The agent based model has already been introduced in EMCAS, one of commercial market simulators, but there may be various ways of modeling agent. This paper, in particular, seeks to introduce an model for MAS based market simulator.

• 국제학술발표논문집
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• The 7th International Conference on Construction Engineering and Project Management Summit Forum on Sustainable Construction and Management
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• pp.176-182
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• 2017

The housing market is divided into several sub-markets that operate independently. One of them is the distinction between rental and sales markets. Simultaneously, since the housing is a commodity as well as an asset, it has a close relationship between the rental market and the sales market. Due to the unique structure of Korea, it is difficult to apply the general method to analyze the housing market. This means there is a great deal of concern about side effects from the policy. Actually, the government's subsequent regulation of speculative demand in the future may be necessary to prevent market overheating, but at the same time, there is a fear that the rent will rise. Although changes in policy direction may be inevitable due to changes in market conditions, frequent and sudden changes in policy cause confusion in market participants, causing unrest in the housing market. This study aims to derive main factors and correlation with other housing market factor. These factors will be a base of qualitative housing market model to analyze the market effect of the demand-supply shift. Modeling is based on the system dynamics methodology, which is useful for identifying interactions between variables reflecting various variables in the housing market. The model discussed in this study is expected to provide integrated insight into the key variables of the housing market, away from the monopolistic thinking. It can also be useful as a means of assessing the effectiveness of policies.

• 한국의류학회지
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• 제36권5호
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• pp.562-572
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• 2012

Market mavens are known as powerful consumers for the diffusion of market information in general fields. This study investigates the market mavens in fashion consumers. Data were gathered by surveying university students in Seoul, using convenience sampling; 312 questionnaires were used in the statistical analysis. This study proved that consumers recognized the existence of market mavens and the importance of market mavens' information and their evaluations. In regards to the demographic factors, the more clothing expenditures and family income then the higher the tendencies of the market maven. Market mavens were consumers who were aware of marketer's persuasion but showed no differences in marketplace interfaces. Market mavens were particularly interested in dressing styles and were highly convinced in their abilities to make fashion decisions.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2003년도 추계학술대회 및 정기총회
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• pp.7-10
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• 2003

After the launch of PCS in 1997, price competition between five mobile carriers was so severe that the Korean mobile telephony market achieved a remarkable subscriber base growth. But in that optimal pricing behavior depends on how each fm is likely to react to other frims'choice of price, it is very interesting to analyze competitive pricing behavior and understand market structure in terms of pricing competitiveness in the Korean mobile telecommunications market. In this paper, we use structural econometric models in New Empirical Industrial Organization (NEIO) framework. But previously used models in this framework generally assume that market size is fixed and that all firms maximize their profits. To fit in with the Korean mobile telephony market, we derive various models in using NML market share model under the assumptions that market size varies with industry's total attractions and that firms maximize their market share. In this paper, we find that the model under market share maximization with the assumption that market size varies with total attraction shows the best fitting results.