• Asia Marketing Journal
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• v.20 no.1
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• pp.1-21
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• 2018

An increasing number of studies have examined the effects of corporate social responsibility (CSR) activities on corporate financial performance (CFP) in the service industry. However, the extant literature does not provide comprehensive insights into the conditions on which the CSR-CFP link relies. In this study, firms' marketing communication capability (MCC) is introduced as an important contingency variable, which determines the effects of CSR on the corporate financial performance, in the context of restaurant businesses. Multiple year data on the spending of public restaurant chains on different media are collected, and MCC is subsequently measured using the data envelope analysis. Then, a test is conducted to prove whether MCC moderates the relationship between CSR and firm financial performance. The empirical results support the hypothesis that MCC strengthens the effect of CSR on CFP. Through the findings, this research provides several interesting and important implications to the literature and managers of service firms.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.4
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• pp.167-178
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• 2016

This study was carried out for two purposes. One is to analyse the relationship between export performance and the five capabilities of R&D intensive firms (new product development, overseas market information, SNS and communications, brand and marketing). The second purpose is to verify the difference in those capabilities between R&D intensive small companies and mid-sized companies. Based on the OECD's classification of "technology intensity", R&D intensive firms are defined as the firms which are investing more than 5% of their annual sales in R&D activities. This study reveals the significant and positive relationships between the export performance and three capabilities( overseas market information, SNS and communication, brand) except for new product development capabilities and marketing capabilities. Those capabilities increase export performance. On the other hand, this study finds a significant difference in overseas market information capabilities and brand competence between R & D-intensive SMEs and mid sized companies. It is shown that those two capabilities in the mid sized firms are stronger than in the SMEs. These findings have important implications for the growth of R&D intensive SMEs in the global market. First, for higher export performance of R&D intensive firms, three capabilities such as overseas market information, SNS-communication and brand should be strengtened. In particular, SNS-communication capabilities as innovative marketing competences should be developed together with traditional marketing capabilities. Second, the growth of SMEs into Mid-sized firms needs the development of brand competences and overseas market information capabilities.

• 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.

• The Journal of Economics, Marketing and Management
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• v.9 no.2
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• pp.21-31
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• 2021

Purpose: This study aims to provide marketing implications for training and face-to-face service employee communication by analyzing how communication by Korean crews at foreign airlines affects passengers' perception and how this perception relates to airline service quality and customer satisfaction. Research design, data: The collection of questionnaires for the demonstration in this study has collected 300 questionnaires for about a month for Korean passengers who are aware of the presence of Korean crew on board aircraft. Results: The study analyzed the relationship between the communication ability, customer satisfaction, and reuse intention of foreign airlines. An empirical analysis of the relationship between quality of airline service, customer satisfaction, and intention of re-use can suggest the following implications based on the language and non-verbal communication capabilities of the Korean crew working for foreign airlines. Conclusions: We studied the impact of communication between Korean crews working for foreign airlines on the quality of airline service, customer satisfaction and reuse intention. The Korean crew should also work for overseas airlines and consider communication as important and expand their overall foreign language education and communication skills to have a positive impact on not only Korean passengers but also their own citizens.

• International Journal of Computer Science & Network Security
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• v.24 no.7
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• pp.87-100
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• 2024

Modern logistics significantly influences the globalization and internationalization processes. Logistics systems are becoming increasingly important in today's rapidly changing environment. On the other hand, the development of global economic integration, business globalization contributes to the creation and development of international logistics systems and global supply chains towards the international market. The aim of the article was to investigate the national logistics systems of developing countries in the context of their integration capabilities. The main methods used in this study are statistical analysis, index, graphical and analytical methods, methods for estimating structural dynamic shifts, comparisons. Commonly used methods of economic research, as well as statistical analysis and interstate comparisons, economic modelling (trend analysis to determine the forecast level of LPI for Ukraine), etc. were also involved. It is noted that the problem of development of logistics systems in developing countries was insufficiently covered in scientific research. The study suggests that the integration capabilities of national logistics systems are determined by the logistics performance of each country and the favourable logistics environment for integration transformations. This allowed analysing the state of the logistics systems of Poland, Bulgaria, India and Ukraine, and identifying the factors that determine it. The logistics environment of Poland, Bulgaria, India and Ukraine, as well as the factors of its formation are evaluated. The components of the logistic portrait of the country in the context of integration capabilities of the logistic system are offered. Trend analysis of LPI was carried out on the example of Ukraine, which showed positive trends in the logistics system and allowed drawing conclusions about increasing integration into international logistics channels based on its geopolitical location, improving the characteristics of the logistics environment, including customs regulation, and improving the efficiency of the national logistics system. Prospects for further research involve studies of the impact of pandemics, globalization, digitalization on logistics systems, including that of developing countries.

• The Research Journal of the Costume Culture
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• v.26 no.6
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• pp.994-1014
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• 2018

The objective of this study was to evaluate the characteristics of the fashion narrative from the commercial and artistic viewpoints by identifying and evaluating the attributes of the fashion narrative and analyzing the fashion narrative focusing on various cases according to fashion media. Louis Vuitton, a brand of the Louis Vuitton $Mo{\ddot{e}}t$ Hennessy (LVMH) group that operates the entire fashion community platform, is recognized as an influential luxury company with enormous capital and capabilities. This study targeted Louis Vuitton to examine the fashion narrative. The common results of Louis Vuitton's fashion narrative according to the communication platform are as follows. First, it emphasizes well-designed craftsmanship and artistry to convey the value and meaning of the brand. Second, it expresses the lifestyle of the bourgeoisie using traveling for finding life purpose, nature, and freedom as common denominators. Louis Vuitton connects, shares, and engages with customers by crossing the communication platform and trying multi-sensory changes based on the fashion narrative of the 'artification' message encompassing craftsmanship, innovation, and travel. The fashion narrative of Louis Vuitton applies tools (e.g., design, direction, stage, and props) differently according to the nature of media. In other words, the fashion narrative in the form of transmedia storytelling is a marketing communication strategy that indicates the representation means and direction of a brand's goals by remediating the brand narrative in various ways through the communication platform.

• Information Systems Review
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• v.19 no.1
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• pp.169-183
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• 2017

As global competition is heating up and product life cycle has been rapidly shortened, each company pursues a variety of competitive technology innovations through different means of innovation. In this study, we assume that open innovation can be a shift motive of the technology innovation paradigm of small and medium enterprises (SMEs) being beyond the limitations of R&D within a company. We analyze the process and content of open innovation and performance. In addition, we identify the problems generated in the open innovation process and analyze the ways to strengthen open innovation. This study is based on the investigations into the technological competitiveness of local SMEs. The innovation ecosystem is analyzed from the perspective of product/service innovation, organizational innovation, and marketing innovation. Situational analysis is presented on the relationship between the innovation capabilities of information and communication technology SMEs and innovation performance.

• Journal of Korean Society of Archives and Records Management
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• v.24 no.3
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• pp.85-104
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• 2024

While there have been ongoing discussions and attempts to utilize archives for marketing purposes in various organizations, including businesses, there has been a lack of clarity regarding what should be archived and what should be considered as marketing targets within an organization's history. Consequently, historical marketing has often been past-oriented, with results varying significantly based on the capabilities of those in charge. To introduce and effectively utilize archives in organizational settings, it is crucial to demonstrate that archives can positively impact organizational performance. The Heritage Archives is a utilization plan that offers an approach to digitizing and preserving the valuable heritage and assets of a business, explaining them to various stakeholders through records, serving as a foundation for building trust in the business, and linking them to marketing, branding, and other applications. This study focuses on fundamental concepts for constructing and utilizing heritage archives by defining and interpreting key concepts such as the affordance of records, organizational heritage, and heritage assets. To this end, the study incorporates Geoffrey Yeo's affordance and John M.T. Balmer's concept of heritage. In addition, it compares definitions of assets in KS Q ISO 55000:2021, KS X ISO 15489-1:2016, and KS X ISO 30300:2020. Through the study's findings, insights can be obtained for organizations seeking to implement heritage archives and leverage them for marketing, branding, and related purposes.

• Journal of Digital Contents Society
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• v.15 no.5
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• pp.613-620
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• 2014

Gender Representation of animation character that is discussed in this essay is a semantic discourse that is related to communication with contemporary audience. For gender Representation of animation character, as it can be thought that linguistic elements for signification with audience are materialized, it has a significant value when it comes to communication with audience. Commercial success of Disney's feature length animation Frozen is from excellent aesthetic principles and techniques and global marketing capabilities of Disney studio. However, independent and active gender representation of Elsa and Anna in Frozen are more important commercial successful elements. Especially, Gender representation of these two characters reflects myth of women who live in this modern society so their linguistic meaning can appear affluently. That also means that those two characters have advantages, in terms of communication, that can have effective signification with contemporary audience as linguistic sign. And those advantages are signification foundation that Frozen can be commercially successful by communicating with audience all around the world.

• Journal of Distribution Science
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• v.20 no.2
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• pp.101-108
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• 2022

Purpose: In this logistics disturbance period, this study conducts research of distribution and logistics firms in Korea. The purpose of this exploratory research is to analyze global competitive capability influence on business performance. And give managerial implications and contribute to academics. Research design, data, and methodology: This research empirically analyzes the relationship between global competitive capability and business performance. As for business performance this research considered non-financial performance and measured with business performance fulfillment. As for antecedent variables, this research measured three global competitive capability constructs; preparation, utilization, intensive capability. And each construct includes two capability concepts. This study used 2,316 executing direct export distribution and logistics industry firmsfrom KOTRA's GCL data. This research used frequency analysis, reliability analysis, correlation analysis, and step-wise regression analysis by SPSS26. Results: The result shows that all the variables except export infra showed statistically significant. As results show, mid/long strategy & global mind of preparation capability, both communication and marketing of utilization capability and market strategy and product/goods/service of intensive capability give a positive influence on business performance fulfillment. Conclusions: Based on the results, this research provide implication for practical management, contribution to academic, and suggestion for feature research.