• Journal of Global Scholars of Marketing Science
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• v.19 no.2
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• pp.5-16
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• 2009

Against the backdrop of the increasing trend towards economic globalisation, many international firms are indicating that decisions on how to enter foreign markets remains one of the key strategic challenges confronting them. Despite the rich body of literature on the topic, the fact that these challenges have continued to dominate global marketing strategy discourses point to someevident lacunae. Accordingly, this paper considers the variables, categorised in terms of firm contexts (standardisation, market research, competition, structure, competitive advantage) and host country-contexts (economic development, cultural differences, regulation and political risk), which influence the degree of involvement of UK companies in overseas markets. Following hypotheses were drawn from literature review: H1: The greater the level of competition, the higher the degree of involvement in the overseas market. H2: The more centralised the firm's organisation structure, the higher the degree of involvement in the overseas market. H3a: The adoption of a low cost-approach to competitive advantage will lead to a higher degree of involvement. H3b: The adoption of an innovation-approach to competitive advantage will lead to a higher degree of involvement. H3c: The adoption of a market research approach to competitive advantages will lead to a higher degree of involvement. H3d: The adoption of a breadth of strategic target-approach to competitive advantage will lead to a lower degree of involvement. H4: The higher the degree of standardisation of the international marketing mix the higher the degree of involvement. H5: The greater the degree of economic development in the host market, the higher the degree of involvement. H6: The greater the cultural differences between home and host countries, the lower the degree of involvement. H7: The greater the difference in regulations between the home country and the host country, the lower the degree of involvement. H8: The higher the political risk in the host country, the lower the degree of involvement. A questionnaire instrument was constructed using, wherever possible, validated measures of the concepts to serve the aims of this study. Following two sets of mailings, 112 usable completed questionnaires were returned. Correlation analysis and multiple regression analysis were used to analyze data. Statistically, the paper suggests that factors relating to the level of competition, competitive advantages and economic development are strong in influencing foreign market involvements. On the other hand, unexpectedly, cultural factors (especially individualism/collectivism and low and high power distance dimensions) proved to have weak moderating effects. The reason for this, in part, is due to the pervading forces of globalisation and the attendant effect on global marketing. This paper has contributed to the general literature in a way that point to two mainimplications. First, with respect to research on national systems, the study may hold out some important lessons especially for developing nations. Most of these nations are known to be actively seeking to understand what it takes to attract foreign direct investment, expand domestic market and move their economies from the margin to the mainstream global economy. Second, it should be realised that competitive conditions remain in constant flux (even in mature industries and mature economies). This implies that a range of home country factors may be as important as host country factors in explaining firms' strategic moves and the degree of foreign market involvement. Further research can consider the impact of the home country environment on foreign market involvement decisions. Such an investigation will potentially provide further perspectives not only on the influence of national origin but also how home country effects are confounded with industry effects.

• Spatial Information Research
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• v.19 no.2
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• pp.1-7
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• 2011

For desirable ubiquitous web environments, one of the R&D projects by Korean Land Spatialization Group, has been done to develop a geospatial platform for custom ized land information and geospatial services. To make a better judgement for the investment in the project, analyses for evaluating value of the platform technology and others are done to propose better strategies for the future project management and commercialization of the platform technology. Wiith review of theories and evaluation methods for the technological values, this study suggests 3 evaluating methods: cost approach methods, market approach methods, and income approach methods with focusing on the customized geospatial information platform technology. Results of the evaluation are as follows: the value(over 3,600 million won) estimated by using cost approach methods is larger than the value(over 2,200 million won) using income approach method. Based on evaluation time and methods, the estimated value of geospatial platform technology can be different. This study is performed in relatively early stage of technology developments and results of it will be a reference for commercialization of customized geospatial information platform technology.

• 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-Pacific Journal of Business
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• v.14 no.3
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• pp.205-219
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• 2023

Purpose - This study examines the effect of corporate debt characteristics on the relationship between anti-takeover provision and the cost of debt. Design/methodology/approach - The study analyzes a sample of non-financial firms listed on the stock market with December fiscal year-end from 2011 to 2018. Debt default risk (debt size, liquidity ratio, interest coverage ratio, loss occurrence) and the issuance of bonds are utilized as measures of corporate debt characteristics. Findings - First, it is observed that creditors of firms with anti-takeover provision demand higher returns as the debt default risk of these firms increases. Second, for firms issuing bonds, it is found that bondholders in companies with anti-takeover provision also seek higher returns. Research implications or Originality - This study contributes by demonstrating that the effect of anti-takeover provision on creditors can vary depending on corporate debt characteristics. Particularly, the study highlights the importance of a firm's debt default risk and creditor distinction (bondholders vs. regular creditors) as significant factors that may influence perceptions of anti-takeover provision.

• Proceedings of the Technology Innovation Conference
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• 2005.02a
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• pp.124-139
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• 2005

In the early stage, the radio communication industry was widely accepted as a monopoly industry, so it has been controled and managed by government. But the advanced technology in Information and Technology industry has led constant increase of demand and dramatic change of communication market. Furthermore it is expected that frequency resource is to be short by market change due to wire-wireless integration. That is why the effort to utilize and manage limited frequency resource efficiently is being executed around the world. Not only newly developing and allocating the spectrum but also reallocating the existing spectrum important are, since transforming inefficiently used existing spectrum to new service can increase producer's surplus and social welfare. The economic approach to valuate the spectrum and spectrum usage right is necessary different from the traditional cost based approach, and through this approach I expect active transaction of spectrum. In this paper the real option methodology is used for valuation of spectrum, considering spectrum user's option right based on future revenue. In detail, the matter of withdrawing and reallocating the existing analog radio broadcasting spectrum is evaluated in this paper, The digitalization of a broadcasting service is widely spreaded around the world in terms of technology and service utility, and analog TV broadcasting has already been decided to be transformed to digital TV broadcasting. It was planned to convert analog radio broadcasting to DAB service before adopting DMB service, but nowadays this issue is not on the table anymore. However if the increasing demand of digital voice and broadcasting service is considered, this kind of research to valuate a spectrum is needed urgently. The result of this research shows that when the redeployment of spectrum is done, social welfare will increases. The point of the reallocation time and value are suggested by the monte carlo simulation through ROVM. In this paper, I use real option to valuate the spectrum and provide the point of the reallocation time and reasonable guideline, and moreover, the suitable information of this paper is expected to reduce risk and loss in policy practice.

• Journal of Internet Computing and Services
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• v.18 no.4
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• pp.109-119
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• 2017

This paper is to analyse empirically using the data collected from Korea portal Naver's ad management system and show online ad platform may not be two-sided market. It is aim of this study to propose the appropriate approach to define the market, based on the empirical result. Here are two research questions to be reviewed. First, is there any consistency between business model of search advertising and definition of two-sided market which Rochet-Tirole proposed in 2006? Second, do indirect network externalities exist significantly in search advertising market? if so, this study is going to estimate the level of it through empirical measurement. Based on Luchetta's paper which suggested that google may be one-sided market, it performed the correlation & regression analysis to prove his suggestion. The result is that online search advertising costs increased by more than 50 won when advertisers increased by one unit. However, there was no significant correlation and regression between the search frequency and online search advertising cost. It means that there is little possibility to identify two-sidedness in online search advertising service(market) because of no(or little) indirect network externalities which are a necessary condition for two-sided market. This result has three implications, such as the availability to adapt traditional market definition tools to online search advertising market, the possibility enhancement to find the fundamental competition elements in defined market and promotion of the powers of persuasion in competitive market reality. It is significant that the gap between legal scholars including regulatory practitioners and economists can be overcome to some extent. who have shown the different perspective on the two-sided market.

• Journal of Korea Technology Innovation Society
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• v.20 no.2
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• pp.368-386
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• 2017

The purpose of this study is to present the technology value model based on profit approach and IITP practical guide for Ethernet network technology, which is the core technology of autonomous vehicles and connected cars in the hyper-connected industry. In-vehicle network, Ethernet technology, Ethernet port count, port pricing, and application data for technology assessment are sources of global market research organizations. The data on the company's COGS (Cost of Goods Sold), operating capital requirement, capital expenditure, and income statement data are used by the Bank of Korea's Business Analysis Report. According to the results of the study, the product market size was estimated to be US $470.3 billion and the technology market size was $52.1 billion over the seven years of economic life cycle of technology. The market value of the technology was estimated to be $260 million reflecting the possibility of entry into the market. In the case of the corporate management analysis report, the average value of the IITP and the top 25% were $0.7 million and $40.2 million, respectively. -27.8 million, and -73.6 million dollars respectively. This implies that government support for policy support is needed when conducting corporate R&D with high cost-to-sales ratio. The results of this study can be used as a reference for the evaluation of technology demand based ICT R&D technology in the industrial internet market in the fourth industrial revolution era.

• Journal of Climate Change Research
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• v.9 no.4
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• pp.325-342
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• 2018

The Korea Emissions Trading Scheme ( K-ETS), which manages roughly 70% of the greenhouse gas emissions in South Korea, was initiated in 2015, after implementation of its 1st basic plan and the 1st allocation plan (2014) for the 1st phase (2015-2017). During the three and a half years since the launch of K-ETS, there have been critical policy change such as adjustment of the institutions involved, development and revision of the 2030 national GHG reduction roadmap, and change in the allocation plans. Moreover, lack of liquidity and fluctuation of carbon prices in the K-ETS market during this period has forced the Korean government to adjust the flexibility mechanism and auction permits of the market stability reserve. To evaluate the policy change in the K-ETS regarding conformance to its objectives, this study defines three objectives (Environmental Effectiveness, Cost Effectiveness and Economic Efficiency) and ten indicators. Evaluation of Environmental Effectiveness of K-ETS suggests that the national GHG reduction roadmap, coverage of GHG emitters and credibility of MRV positively affect GHG mitigation. However, there was a negative policy change implemented in 2017 that weakened the emission cap during the 1st phase. In terms of the Cost Effectiveness, the K-ETS policies related to market management and flexibility mechanism (e.g. banking, borrowing and offsets) were improved to deal with the liquidity shortage and permit price increase, which were caused by policy uncertainty and conservative behavior of firms during 2016-2018. Regarding Economic Efficiency, K-ETS expands benchmark?based allocation and began auction-based allocation; nevertheless, free allocation is being applied to sectors with high carbon leakage risk during the 2nd phase (2018-2020). As a result, it is worth evaluating the K-ETS policies that have been developed with respect to the three main objectives of ETS, considering the trial?and?error approach that has been followed since 2015. This study suggests that K-ETS policy should be modified to strengthen the emission cap, stabilize the market, expand auction-based allocation and build K-ETS specified funds during the 3rd phase (2021-2025).

• Journal of the Korea Society for Simulation
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• v.23 no.4
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• pp.143-150
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• 2014

Cloud computing is fast becoming the wave of the future for both home and business computing. Because of this growing acceptance, we can expect an explosion of diverse cloud service providers in the coming years. However, the cloud is not a single entity, rather it is a set of many disconnected islands of application (SaaS), infrastructure (IaaS), and different platform (PaaS) services. Cloud brokering mechanisms are essential to transform the heterogeneous cloud market into a commodity-like service. Cloud service brokers (CSBs) are the new form of business entities to help to aggregate the scattered set of cloud services and make conveniently available to their diverse users. CSBs can reserve a certain percentage of their clients' (users') demand and satisfy the remaining portion in an on-demand basis. In doing so, they need to minimize cost of both reserved and on-demand instances as well as the distance of a link between the cloud service provider (CSP) and the user. The study proposes a reservation approach with a mixed integer model to optimizes the cloud service cost and quality.

• Health Policy and Management
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• v.28 no.3
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• pp.202-209
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• 2018

Health care has two different facets. One is commodity and another is a right of human being. Health care as a commodity is utilized by demand approach in market. Demand is determined by economic factors such as price and income. From the last third of the 19th century until the early 1920s, priority of sickness insurance was replacing the income that workers lost as a result of illness and injury. By the 1920s, the capacity of applied biological and medical science was remarkably developed. Development of medical science stimulated the cost of medical care, and the burden of increased medical care cost required new role of medical care security system. In 1942, Beveridge report was published in United Kingdom, and health care was considered as a right of human being. In 1948, United Nations declared heath care as a right in the Universal Declaration of Human Right. In most countries introduced new medical care security policy based on health care as a right. The viewing health care as a commodity must be shifted toward need based care as a right. Need were understood to rest on demographic, epidemiological, scientific, and medical knowledge factors. Bring needed care to the population could best be achieved institutionally by a hierarchy of provider organizations, guided by planning bodies, which would provide comprehensive benefits. In Korea, health care in social health insurance (SHI) is considered as a commodity not a right. However, health policies under SHI must be need approach based on health care as a right. Mismatch between health policies and ideology of SHI made big troubles. It is important to realize ideology of SHI for good health policies.