• Asian Journal of Innovation and Policy
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• v.4 no.3
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• pp.397-409
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• 2015

Nowadays, crowdfunding presents a promising development. This research focuses on the influence of platform strategy and market response on the success of crowdfunding from the perspective of the elaboration likelihood model (ELM) theory. Detailed product specifications, crowdfunding difficulty coefficient, vivid advertising video such as introduction and music, and recommendations from relevant figures are all used to depict platform strategy. Meanwhile, we use the number of lovers, followers, comments and 1 RMB backers to measure the level of market response. And thus, we model the impact of platform strategy and market response on crowdfunding success with empirical studies based on 400 samples of observed value. We found firstly that there exist significant positive relations between the total amount of funds pledged and detailed product specification, vivid advertising video, recommendations from relevant figures and the number of 1 RMB backers. Secondly, the crowdfunding difficulty of projects affects negatively, and significantly, the total amount of funds pledged. Thirdly, the influence of the number of lovers and followers on funds pledged is not significant.

• International Journal of Computer Science & Network Security
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• v.22 no.2
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• pp.47-56
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• 2022

The article defines the principles of formation of digital marketing strategy of enterprises in the conditions of intensification of competition on the international market. The stages of development of digital marketing strategy of enterprises in the conditions of intensification of competition in the international market are substantiated, which includes: setting goals, which envisages observance of the principles of SMART-scheme; product or service analysis; monitoring of competitors; analytics of definition and segmentation of the target audience of the enterprise; selection of digital marketing tools and channels for promotion on the international market of products or services; formation of a unique, unique trade offer, selection of indicators for evaluating the effectiveness of digital marketing strategy and its tools. It is proved that according to the principle of SMART method of goal setting it is necessary that the goals have: specificity, measurability, achievability, relevance, achievement of the goal should be limited in time, have specific deadlines. To increase the effectiveness of digital marketing strategy, it is necessary to analyze the internal and external environment using the method of SWOT-analysis, the advantage of which is a comprehensive assessment of the company, competitors and the industry as a whole in the face of competition in the international market. The main indicators of evaluation of the effectiveness of digital marketing strategy in the conditions of intensification of competition on the international market are substantiated.

• 한국디지털정책학회:학술대회논문집
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• 2005.11a
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• pp.323-335
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• 2005

Globalization of economy brings both opportunities and threats especially for companies in developing countries such as Korea. Globalization is an opportunity because it may expand the size of market for the company where globalization brings a threat for developing global competitiveness. If the company has already built competitive advantage in its business domain, the company can easily transfer market growth to profit improvement. However, if the company has not developed competitive advantage, globalization of economy will give a serious threat for the survivor of the company. The company might lose its own domestic market share. For the less famous brand of product or company name, international expansion is a challenging strategy. The study evaluated organizational performance of companies that try international expansion by utilizing Miles and Snow's strategy typology. We clustered organizations based on their strategy typology (prospector, analyzer, defender, and reactor) in view of the level of product diversification, new product development instances, level of localization, and autonomy of foreign subsidiary. With the strategy typology, we evaluated international strategy in view of product competitiveness, marketing strategy, human resource strategy, and organizational strategy. The regression result demonstrates that the performance of the company is significantly higher when the company employs prospector strategy. We also found out that product quality and emphasis for developed countries in international expansion are the most important factors for success.

• Knowledge Management Research
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• v.9 no.3
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• pp.107-123
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• 2008

Company strategy that considers market trend becomes a more important key to success in the new product development. Well-being as a present social trend has created a huge new product market. but with increasing number of camouflaged well-being products that are not fulfilled consumer needs. The purpose of this study is to understand the concept of well-being products from a consumer point of view an to find five consumer values based on the consumer value model of Sheth, Newman, and Gross(1991) through conducting content analysis from semi-structured individual In-depth Interviews. This study has a significance in identifying the detailed consumer value attributes and influence factors by collecting practical and reach qualitative data in the lack of systematic research of domestic well-being market and its products from a consumer point of view. The result of this study will be a foundation of future quantitative researches and provide a guideline to companys' well-being marketing strategy.

• Journal of Information Technology Services
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• v.11 no.3
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• pp.67-87
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• 2012

These days, firms are focusing on the improvement of relationships with business partners. The supply chain integrations are taking critical role in improving the relationships with business partners. In accordance with the development of the IT technology, it became possible for firms not only to integrate inner parts of the organization, but also to integrate the company with other organizations in the supply chain, which is open system. Therefore, in e-Biz environments, it is imperative for firms to strengthen the core capacity through the supply chain integration, and to precisely determine the components of the determinants of e-Business integration which impact the firm performance. This study analyzed determinants that have impacts on business integration in IT capacity perspectives in competetive environments. We analyzed 163 domestic companies to find out many significant suggestive points. First, IT management capacity, process innovation capacity are adopted as determinants of differentiation and competetive edges against competing firms. Second, it is analyzed that the more the companies are in intensified competetive environment, the more likley that the innovation capacity and partner management capacity become the determinants of the business integration of the companies and that they pursue new market development strategy. Third, it is analyzed that the more the companies are in high demand fluctuation, the more likley that the innovation capacity becomes the determinants of the business integration of the companies, and that they pursue new market development strategy and operation efficiency strategy. Last, it is analyzed that the more the companies are Technology dependent, the more likely that IT management capacity and process innovation capacity become the determinants of business integration, and that they pursue new market development strategy and operation efficiency strategy. These results provide us the foundation that the determinants that we have analyzed can impact the supply chain integration strategies which take into account the competetive environments.

• Journal of Distribution Science
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• v.7 no.1
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• pp.55-70
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• 2009

There is under restructuring of whole distribution market in Mokpo recently. Large-Scale Discount Stores such as E-mart, Lotte Mart, Homeplus and Nonghyup Hanaro Mart entered successfully in the distribution environment in Mokpo. However, the small and medium distributors are falling rapidly, and traditional market is depressed. This status gives some positive effects to make one-stop, good price, good quality and great variety of shopping for saving the time and effort through changing the customers' life-style. This change, however, made the traditional market worse that played as the core channel for trading the local special products and an important role for local economic in retailing market. It is a threatening factor for that traditional market to recover the recession. The decline of traditional market and the bankruptcy of small retailing dealers accelerate the stagnation of local economic and commercial power. Therefore, it need a systematic and synthetical study to solve the negative factors for improving life of the local resident. This paper looked into the concept, issues and development strategy of traditional market that affect local economic development directly. It studied the customers' awareness for traditional market that was recently modernized the facilities in Mokpo. Particularly, based on the research material that was published last academic symposium, it looked about the issues and development strategy that could happen in traditional market not the market of a specific region but all over the country. Therefore, the purpose of this paper is that the central and local government and retailers get a help to make the efficient and useful development strategy through analyzing the effects of customers for modernizing the facilities of traditional market.

• The International Journal of Costume Culture
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• v.12 no.1
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• pp.101-105
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• 2009

With the acceleration of globalization, China accounts for a larger part in the world economy. The Korea fashion brands that have entered into China are becoming more diverse and various and China has become a major market of Korea fashion brands. More than 100 Korea fashion brands rushed into Shanghai, gaining a lot of attention. Korea fashion brands have market strategies such as differentiation strategy, high price and diversification. Korea fashion brands have gained a large market share in China owing to their diversity of products and successful marketing strategy. In order to get more profit, they should make more efforts to increase their brands' awareness, getting more potential consumers.

• Journal of Distribution Research
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• v.15 no.5
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• pp.195-215
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• 2010

Large-scale discount stores, that were in charge of leading role up to recently, reach the limit of growth because of increasing competition, saturation of domestic market, and shortened product life-cycle. As per the limit of domestic market, large-scale discount stores are trying to various global market entry strategy and global marketing strategy like new store entry, takeover of foreign distribution chain, and global sourcing strategy. In the past, global companies of advanced country have been entering to Asian market with leading position. But, as per the rapid growth of Asian economy in the late 1980's, East Asian distribution companies like Japanese company were trying to enter the Asian market. In Asian market, starting with China, that was relatively not advanced in comparison with economic development, not only western advanced countries but also East Asian countries like Japan and Korea are entering actively for overcome their limitations of domestic market. Many of distribution companies experienced success and failure for various reason already. Korean large-scale discount stores are relatively late starters in Asian market. So, this paper purposed to review global market entry strategy of Japanese large-scale discount stores, and find out strategic implications for successful global market entry strategy of Korean large-scale discount stores.

• Proceedings of the Korea Society for Simulation Conference
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• 2001.10a
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• pp.37-43
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• 2001

New product development has been a key element fur organizational evolution. The bulk of research about new product strategy has focused solely on new product development function itself. This paper investigates cross-functional elements in new product development. More specifically, we suggest that there must exist a fit between new product strategy and value chain strategy. It means that, in order to support new product development activity, there must exist a relevant value chain strategy. We consider three types of integration - internal integration, customer integration, and supplier integration - as strategic elements of value chain strategy. For the case of new product strategy, we consider market newness and product technology unfamiliarity as strategic elements. We also consider two types of learning characteristic, i.e., \\\"fast-adaptive learning\\\" and \\\"slow-adaptive leaning\\\" as control factor. Learning characteristic represents firms organizational capability related with organizational learning. For example, fur fast-adaptive learning case, the effect of integration appears early in time. System dynamics simulation is employed to verify our research framework. The results exhibit that there must exist cross-functional relationships between value chain strategy and new product strategy in order to shorten total development time.al development time.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.9_10
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• pp.1081-1092
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• 2003

The purpose of this study was to identify the current situation of textiles and apparel firms in the overseas markets and to examine the relationship between firms' characteristic(i.e., sales volume) and international marketing strategies. A random sample of 311 textiles and apparel firms were selected. The survey design method was used to test conceptual framework. Adjusted response rate was 33.4%(n=115). Descriptive analysis (i.e., frequency, percent) and $\chi$$^2$-test were used for data analysis. About the current situation of textiles and apparel firms in the overseas markets, the motivation for international market entry was highly found to expand their operation from domestic to international market, and most firms were found to be involved with OEMs(Original Equipment Manufacturers) as an entry mode for international market. China and US market were the most popular market among Korean textiles and apparel firms. Product differentiation strategy, pricing strategy based on manufacturing cost and buyer's offering price, place strategy using foreign buyers and participating a few international exhibition were frequently used among Korean textiles and apparel firms for international marketing. Among textile firms, sales volume was related to product strategies(product development), price strategy(buyer's offer) and place strategy(channel). Among apparel firms, product strategy(product labeling), price strategy(price satisfaction). The findings of this can be used when Korean textiles and apparel firms do strategic planning and evaluate the international marketing strategies. Also information and results of this study may assist policy makers to develop better ideas and strategies for textiles and apparel industry.