• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.3
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• pp.97-109
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• 2016

In Korea, the survival rate of start-up of 5-year after foundation is as low as 29.6% of the country. This low survival rate is from because of insufficient resources in start-ups compared to those of mid-sized companies. Therefore, the marketing characteristics of entrepreneurship has emerged as a major cause. Therefore, In this study, because learning orientation, marketing experience, competition orientation and etc are differently owned in start-ups, marketing impact to marketing strategy in start-up companies are differently investigated. Therefore, the relationship of learning orientation, marketing experience, competition Orientation with marketing strategies was examined. Based on this, Business performance was examined to suggest contents related to eco-system of start-up companies to representative of start-up companies. For this study, Survey was conducted for 250 start-up entrepreneurs within 3 and half year since foundation from Nov. 20 to Dec. 20, 2015. In result of data-cleaning, 207 meaningful samples were gathered. Based on these, conclusion was obtained. Using SPSS 20.0 statistical program, frequency analysis, reliability analysis, correlation analysis and regression analysis were conducted. the following conclusions were drawn. First, in the impact of marketing environment of Phase 1 start-up companies on marketing strategy, product strategy, distribution strategy and promotion strategy were positively affected by learning orientation, marketing experience and competition orientation. Second, in the effect of 2nd phase marketing strategy to business performance, the financial performance and the non-financial performance. Were positively affected by product strategy, distribution strategy and promotion strategies. Third, The effect of learning orientation, marketing experience and competition orientation to financial performance was positively mediated by product strategy and distribution strategy among 3rd phase meditation strategies. the effect of learning orientation, marketing experience and competition orientation to non-financial performance was positively mediated by products strategy. In comprehensive summary, in order to increase business performance in start-up companies, marketing strategy should be applied in. Especially, the role of learning orientation and marketing experience is vital. In increasement of business performance to characteristics of star up marketing, financial performance can be increased by product strategy and distribution strategy. And, both of financial and non-financial performance can be increased by product strategy. Therefore, in conducting of marketing characteristics of start-up, to increase business performance, the apply of marketing strategy to marketing characteristics of start-up should be required.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.6
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• pp.201-214
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• 2023

This study attempted to analyze the impact of individual entrepreneurial capabilities on entrepreneurial intention targeting small and medium-sized business employees, and sought to confirm the mediating effect of entrepreneurial efficacy and entrepreneurial mentoring between entrepreneurial capabilities and entrepreneurial intention. The sub-variables of entrepreneurship competency were analyzed separately into creativity, problem solving, communication, and marketing. 368 questionnaires collected from employees at small and medium-sized manufacturing companies located across the country were used for empirical analysis. A parallel dual mediation model with no causal relationship between parameters was used for empirical analysis using SPSS v26.0 and PROCESS macro v4.2. As a result of the analysis, first, among the start-up competencies, creativity, communication, and marketing were confirmed to have a significant positive (+) effect on start-up efficacy. Second, among the start-up competencies, creativity, communication, and marketing were tested to have a significant positive influence on start-up mentoring. Third, both startup efficacy and startup mentoring were found to have a significant positive influence on startup intention. Fourth, among start-up capabilities, creativity and marketing were confirmed to have a significant positive (+) effect on start-up intention. Fifth, startup efficacy and startup mentoring were found to have a mediating effect on startup intention except for problem solving among startup competencies. As a result, it was confirmed that in order to strengthen the intention to start a business among small and medium-sized business employees, start-up efficacy and start-up mentoring are important factors, and that marketing and creativity have an important influence among individual start-up capabilities, so education and prior preparation for these are necessary. As follow-up research, it will be necessary to apply multivariate models, analyze time series data, research considering external environmental factors, and test the difference between start-up capabilities and performance considering detailed population characteristics.

• Journal of Distribution Science
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• v.14 no.2
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• pp.93-101
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• 2016

Purpose - This study aims to advance our knowledge about factors influencing technical startup performance through analysing technical startup process empirically. This study was conducted to focus on industry structure(industry growth rate, competitive intensity, and enter barriers), technology characteristics(technical excellence and wide range of technical application), and the performance in the technology-based start-ups. Specifically, analyzing moderating effect of technology-marketing strategy, this studied how moderating variables affect technical startup performance under industry structure. Research design, data, and methodology - The subject of this study was technology-based start-ups company that received technology transfer from public organization. The development of the paper model is based on the literature of the preceding research analysis in technology commercialization, performance of technology-based start-ups, and marketing strategy. This study has a construct that was defined in the previous studies, such that technology marketing strategy was defined into the two ways of being broad or narrow in strategic application. From November 3. 2015 to December 22, 220 questionnaires were distributed with targeting to start-up companies in technology-based. 188 responses were collected for empirical analysis except the missing and wrong value responses. This data were used for structural equation modeling and regression analysis. Results - The results of this study are as follows. First, as industry structure variables influencing on performance(technical, financial) of technology-based start-ups, industry growth rate, competitive intensity and enter barriers of variables were verified; high growth rate has more positive effect on performance than low growth rate, competitive low intensity has more positive effect on performance than competitive high intensity, low enter barriers have more positive effect on performance than high enter barriers. Second, as technology characteristics variables influences on the performance(technical, financial) of technology-based start-ups, technical excellence and wide range of technical application of variables were verified ; technical high-excellence has more positive effect on performance than technology low-excellence, wide range of technical application has more positive effect on performance than narrow range of technical application. We also find that technology marketing strategy(broad/narrow) in moderating factors on performance (technical, financial) is as follows. Analyzing the moderating effect depending on technology marketing strategy(broad/narrow), application of technology, and the types of technology strategy(broad/narrow) were revealed that broad marketing strategy had a more significant effect on performance of technology-based start-ups. With AMOS, the relevancy of the study model revealed higher for broad technology-marketing strategy than narrow technology marketing strategy, and the explanatory power revealed to be 6.4% higher in broad marketing strategy than narrow marketing strategy. Conclusions - This study confirmed that industry structure and technology characteristics are important factors influencing the performance of technology-based start-ups. Technology-marketing strategy affects the performance of technology-based start-ups between industry structure and technology characteristics. According to additional analysis, moderating variables and technology-marketing strategy are important factors influencing the performance of technology-based start-ups under industry structure and technology characteristics. Broad type of technology-marketing strategy has more attractive industry structure and excellent technology characteristics than narrow types of technology-marketing.

• Journal of the Korean Society of Costume
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• v.67 no.2
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• pp.131-146
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• 2017

The aim of this study is to investigate the operating characteristics of fashion start-up companies and the characteristics of their founders. For this purpose, this study surveyed fashion start-up companies via online survey in May 2015, and analyzed the data from one hundred companies. The results are as follows. First, for the characteristics of the founders, female founders constituted 65.0% and male founders 35.0%. At the time of establishment, founders aged 26-35 constituted 77.0%. Founders with less than five years of work experience made up about 80%. 82.1% of the founders participated in domestic and foreign exhibitions/fairs. 41.0% of the founders were awarded fashion contest and competition awards, and 33.3% of the founders were supported by rising designer support projects. Second, for the operating characteristics of the start-up companies, clothing at 78.0% was the most popular entrepreneurial item, and the majority targeted the age 20-30 group. 78.0% of the companies had less than 40 production styles per season, and all the enterprises had less than 5 employees. 59.0% of the companies had export experience. Exports to China, Hong Kong, and Japan accounted for 67.4% of all exports. Major distribution channels were mainly select shops(offline select shops 79.8%, online select shops 62.8%). The main methods of promotion were fashion media articles/interviews, product sponsorship, and SNS. The most preferred distribution channel was becoming a part of online/offline select shops(92.6%). Viral marketing(84.4%), star marketing and costume sponsorship(66.7%) were the most preferred method of promotion. The most preferred way to enter foreign markets was to participate in domestic and foreign exhibitions/fairs/trade shows. This study provides basic data necessary for future founders preparing to launch fashion start-up companies. It also aids fashion start-up companies in developing more advanced business operation strategies.

• The Journal of Economics, Marketing and Management
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• v.7 no.4
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• pp.20-32
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• 2019

Purpose - There have been many studies regarding the preceding factors required for success of start-up. The purpose of this study is to verify one of the paths by which the individual characteristics of founders and governmental support lead to enhanced start-up performance, via entrepreneurship and network building. Research design, data, methodology - Data for this study was collected from surveys of 332 founders throughout South Korea, and statistical analyses of this data were performed using SPSS 22.0 and Smart PLS 2.0. To verify our hypothesis, path analysis was performed using a structural equation model. Results -The variables, entrepreneurial self-esteem and experience were found to have positive effects on the entrepreneurship and networks. Secondly, governmental support did not have significant positive effect on entrepreneurship, but it did have positive effect on networking. Thirdly, entrepreneurship and networking were confirmed to have positive effects on both the utilization of opportunities and financial performance, which are variables indicating start-up performance. Conclusion - Although founder's characteristics are important for success of start-up, it is also critically important to actively utilize governmental support. Notably, many founders suffer from inadequate networks. They would be able to enhance their start-up performance by utilizing various governmental support programs to reinforce their network capabilities.

• Information Systems Review
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• v.21 no.1
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• pp.135-152
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• 2019

Recently there are many development and support policies for start-up companies because of successful venture companies related to ICT services. However, as these policies have focused on the support for the initial stage of start-up, many start-up companies have difficulties to continuously grow up. The main reason for these difficulties is that they recognize start-up tasks as independent activities. However, many experts or related articles say that start-up tasks are composed of related processes from the initial stage to the stable stage of start-up firms. In this study, we models the start-up processes based on the survey collected by the start-up companies, and analyze the start-up process of ICT service companies with process mining techniques. Through process mining analysis, we can draw a sequential flow of tasks for start-ups and the characteristics of them. The analysis of start-up businessman, idea derivation, creating business model, business diversification processes are resulted as important processes, but marketing activity and managing investment funds are not. This result means that marketing activity and managing investment funds are activities that need ongoing attention. Moreover, we can find temporal and complementary tasks which could not be captured by independent individual-level activity analysis. Our process analysis results are expected to be used in simulation-based web-intelligent system to support start-up business, and more cumulated start-up business cases will be helpful to give more detailed individual-level personalization service. And our proposed process model and analyzing results can be used to solve many difficulties for start-up companies.

• Journal of Venture Innovation
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• v.6 no.1
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• pp.35-57
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• 2023

The purpose of this study was to analyze the moderating effect of venture start-up and general start-up based on what kinds of entrepreneurs' personal characteristics, business capabilities, and start-up motivation factors affecting start-up satisfaction. This study conducted an online survey of companies who received credit guarantee for start-ups from KCGF(Korea Credit Guarantee Fund), and finally collected 320 survey data. And it conducted statistical analyses such as frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, etc. using SPSS 24.0 statistics program. The results of the study were as follows. First, it is tested that creativity, one of entrepreneurs' characteristics, had a positive effect(+) on start-up satisfaction. Second, it is found that the failure burden, one of entrepreneurs' characteristics, had a negative effect(-) on start-up satisfaction. Third, experiences, one of entrepreneurs' characteristics, had not a significant effect on start-up satisfaction. Fourth, it was analyzed that business capabilities such as technology research and development, marketing, networking, and financing had a positive effect(+) on start-up satisfaction. Fifth, it is tested that the economic and self-realization motivation had a positive effect(+) on start-up satisfaction. Sixth, start-up satisfaction had a positive effect(+) on business performances. Last, it was analyzed that venture start-ups had a more positive effect than general start-up in the creativity, technology research and development, and the self-realization of start-up motivation affecting start-up satisfaction. And, it was found that venture start-ups have a less negative effect than general start-up in the failure burden affecting start-up satisfaction.

• The Journal of the Korea Contents Association
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• v.19 no.6
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• pp.347-358
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• 2019

This study used Q methodology for analogizing culinary arts major students' subjectivity through their participation of one of restaurant start-up experience program, called pop-up restaurant. The study tried to figure out particular structure of among students' responses and noticed five distinctive types. There were Increase learning effect type(Type 1, N=4), Collaboration of members importance type(Type2, N=8), Marketing PR need type(Type3, N=6), Restaurant business plan type(Type4, N=4), Industry work experience required type(Type5, N=3). The study also revealed that each type contained diverse characteristics figures in their own. The research finding could be used as fundamental source of future similar research but in other research methodology in the format of difference among students or diverse measuring point of time frame.

• Korean Journal of Organic Agriculture
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• v.18 no.4
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• pp.463-487
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• 2010

This work is described as an early effort to study organic products marketing. Discusses the characteristics, barriers and vitalization strategies of developing new markets in an environment of increasing consumer awareness and marketability of organic products. Barriers to developing new markets for organic products include lack of basic information or poor understanding among farmers of sustainable techniques and practices, poor access to markets, high start-up costs, lack of understanding the developing market, uncertainty in marketing and pricing, consumer habits, inadequate financing, including resistance to paying premium prices, misinformation and misapprehension concerning the production of organic products. Recommends strategies for implementing sustainable systems, e.g., involve government agencies, educating and organizing both farmers, processors, and consumers developing marketing and distribution programs. Examines business strategies that have successfully targeted markets, such as advertising, labeling, public relations and communications, gaining consumer trust, partnerships, and diversifying operations.

• Journal of Distribution Science
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• v.15 no.5
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• pp.5-15
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• 2017

Purpose - This research identified the factors to be considered when CEOs establish small companies and improve their businesses by analyzing the effects of their entrepreneurship and marketing activities on the business performance of small companies and suggested measures to utilize them strategically. Research design, data, and methodology - The research conducted a survey for companies located in Busan, and Gyeongnam area in Korea. To verify the model and hypothesis mentioned above, relevant items were allocated to each variable. Results - the research found that the innovation of entrepreneurship negatively affects formalization and centralization along with the propensity for risk-taking which negatively affects all the characteristics of an organization's structure. It was also found that the pro-activeness which was rejected in the selection and verification of hypothesis is the CEOs characteristics which positively affect all of the organization type are contrary to the initial hypothesis. Conclusions - The results of these efforts will positively contribute toward developing a start-up strategy helpful for small companies CEOs, to change the business environment proactively, to operate their organization efficiently and to develop market-oriented marketing activities and objectives. This research found the role of market-oriented characteristics demanded by the CEO to overcome organizational structure, business innovation and bad business situations.