• 한국프랜차이즈경영연구
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• 제10권1호
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• pp.19-32
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• 2019

Purpose - Since the opening of Korea's distribution market, the domestic network marketing market has been continuing to grow. In this context, research on network marketing independent operators, which plays the most important role in the network marketing industry, is insufficient. This study was to identify the effects of Independent Operator's Company Selection Attributions on the Economic and Non-Economic Satisfaction, Trust, and Recommendation. The results will provide strategic direction, theoretical and practical implications for companies and operators in the network marketing industry. Research design, data, and methodology - In order to verify the research hypotheses, the data were collected from Independent Operators of Network marketing industry using questionnaires. The pretest was conducted from January 8 to 19, 2018, and the main survey was conducted from February 1 to 28. A total of 210 questionnaires, of which 193 copies were collected. The data were analyzed with SPSS 21.0. and AMOS 21.0. Results - The results are as follows; product competitiveness and system competitiveness have significant effects on economic satisfaction and non-economic satisfaction. Economic and non-economic satisfaction have significant effects on business trust. Economic and non-economic satisfaction did not influence recommendation intention directly, but influence it indirectly. Business trust has a significant effect on business recommendation intention. Conclusions - After starting network marketing business as an independent operator, the competitiveness of the company is meaningless, and product competitiveness and system competitiveness are important factors for economic and non-economic satisfaction. Therefore, network marketing companies and independent operators should prioritize product competitiveness and system competitiveness between business development. The findings show that trust in the business is very important for active business Recommendation to others. Therefore, network marketing firms and independent operators need to make efforts to meet economic and non-economic satisfaction, which have a significant impact on business trust.

• 산업경영시스템학회지
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• 제45권3호
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• pp.115-122
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• 2022

As cable TV, which has been leading the paid broadcasting market, has given the lead to IPTV, which has huge communication capital, its competitiveness is gradually weakening. This study examines the operation status of local cable TV and seeks ways to strengthen competitiveness for survival. To this end, we conducted data analysis such as related statistics, broadcasting industry survey reports, IPTV growth reports, CMB management indicators, paid broadcasting literature data, marketing reports, industry success stories, and marketing mix and SWOT analysis. As a result, four strategies for strengthening the survival competitiveness of local cable TV, namely joint purchase apartment marketing strategy, influencer marketing strategy, relationship marketing strategy, and digital marketing strategy were derived. Therefore, the results of this study can contribute to the improvement of the competitiveness of local cable TV, which has been with local residents through close content, and can be used as basic data for establishing marketing strategies for local cable TV in the future.

• 유통과학연구
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• 제19권8호
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• pp.101-112
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• 2021

Purpose: This study aims to explain the effect distribution strategy and competitiveness of entrepreneurial personality on marketing capabilities and performance, the effect of marketing capabilities on marketing performance, the role of marketing capabilities as a mediating variable on the effect of entrepreneurial personality on marketing performance, and the role of credit access moderating effect of entrepreneurial personality on marketing capabilities and performance. Research design, data, and methodology: This research was conducted in Bali, on a small clothing industry. The sample size was set at 150 respondents, using a cluster random sampling approach. Data were analyzed using descriptive analysis techniques and partial least square. Result: The findings show that; entrepreneurial personality and marketing capabilities have a significant effect on marketing performance, entrepreneurial personality has a significant effect on marketing capabilities. Another result shows that marketing capability mediates the effect of entrepreneurial personality on marketing performance, access to credit acts as a moderating predictor, and as quasi moderating the effect of entrepreneurial personality on marketing performance. Conclusions: Entrepreneurs should try to increase their knowledge and skills in marketing formally or informally. Competence in terms of individual knowledge and skills can indicate social capital investment, which indirectly contributes to one's mindset and insight.

• 한국산업정보학회논문지
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• 제12권5호
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• pp.183-200
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• 2007

본 연구는 전통적인 오프라인 기업인 항만물류기업이 온라인 영업활동을 도입함으로써 얻을 수 있는 대표적인 기대효익 요인과 마케팅믹스 및 글로벌 경쟁력간의 관계를 분석한다. 대표적인 기대효익 요인으로 신뢰증진, 정보입수, 오프라인 제약 등 세 가지 요인들이 추출되었다. 실증적으로 추출된 이 세 가지의 온-오프라인 시너지 효익요인들이 해당 항만물류기업의 마케팅믹스와 글로벌 경쟁력을 얼마나 향상시키는가를 분석하였다. 구조방정식모형을 이용한 분석 결과, 기대효익 요인들은 해당기업의 마케팅믹스 요인에 유의한 영향을 미치는 것으로 나타났으며, 마케팅믹스 요인은 글로벌 경쟁력에 큰 영향을 미치는 것으로 나타났다. 이러한 결과는 항만물류기업이 글로벌 경쟁력을 증진하기 위한 마케팅믹스 전략을 개발하는데 유용한 방향을 제시하고 있다.

• 통상정보연구
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• 제11권3호
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• pp.217-237
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• 2009

The purpose of this study is to measure importance and performance levels of marketing 4P components of exporting companies, to compare & analyze domestic and foreign exporters' levels and to establish marketing 4P strategies with maintaining some components, improving some marketing activities and reducing activities to enhance korean exporters' competitiveness. Korean exporters' performance is better than foreigners' in product quality, inquiry and order processing of product, product adoptions. And foreigners' performance is better than koreans' in lower price, price adoption, various ways of payments, discount prices.

• 동아시아경상학회지
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• 제12권1호
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• pp.13-22
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• 2024

Purpose: The purpose of this study is to investigate impact of smart city awareness on citizen satisfaction and to measure various factors influencing smart city competitiveness that were rarely addressed in previous studies. For the impacts on the competitiveness of smart cities, this study explored the effects of data-driven service, economic impact, social trust through sharing, environmental protection, and sustainable growth. Research design, data and methodology: To collect data, this study employed an online survey conducted by a reputable research organization. Data analysis involved the use of factor analysis, ANOVA, and regression analysis. Results: This study identified key aspects important for enhancing citizen satisfaction. Furthermore, this research unveiled the significant impacts of data-driven service, economic impact, social trust through sharing, environmental protection, and sustainable growth on the competitiveness of smart cities. Conclusions: The results yield valuable managerial and policy implications. The study suggests that enhancing citizen satisfaction through improved awareness of the smart city is crucial for effective city marketing management. Additionally, the results highlight special aspects necessary to improve smart city competitiveness, including the implementation of promotional policies supported by the government, promoting global competitiveness for domestic companies, and fostering citizen participation for effective city marketing management.

• Asia Marketing Journal
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• 제16권4호
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• pp.19-37
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• 2015

Forming interfirm collaborative relationships has become a key aspect of a firm's marketing strategies to create value for customers and achieve greater firm performance. While empirical findings are mixed in previous studies, this study is an effort to identify boundary conditions for the benefits of marketing alliances. We investigate internal and environmental factors that may magnify or constrain the effect of marketing alliances on firm profitability. Given the complementary relationship between marketing and R&D activities, we focus on a firm's R&D intensity as an internal factor that may magnify the value of marketing alliances for firm performance. For environmental factors, we focus on industry turbulence and industry competitiveness. Industry turbulence refers to the degree to which industry market conditions change quickly and unpredictably, whereas industry competitiveness refers to the degree to which a firm faces competition in the industry. By testing these factors, we are intended to reveal boundary conditions that determine the value of marketing alliances for firm profitability. The analysis of firms in the diverse industries shows that while the main effect of marketing alliances on firm profitability is not significant, it becomes more positive when R&D investment is more intensive or when industry environment is more turbulent. The results of this study imply that just forming more marketing alliances may not be enough to increase firm profitability. Our findings imply that marketing alliances become more effective in a dynamically changing industry environment. That is, firms can cope with industry uncertainties more effectively by forming marketing alliances. At the same time, the moderating effect of R&D intensity implies that the internal investments in R&D magnify the effect of marketing alliances on firm profitability. The findings of this study contributes to the existing alliance literature in three aspects. First, this study enhances our understanding of the contingent value of marketing alliances by testing both internal and external factors that may influence the effectiveness of marketing alliances. Second, this study responds to the need for research that investigates actual performance resulting from interfirm relationships. Third, while previous studies primarily focused on a specific industry, this study extend previous findings of the boundary conditions for the benefits of marketing alliances in a broader context.

• 기술혁신연구
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• 제12권1호
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• pp.67-114
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• 2004

This study attempts to integrate causal model with competitiveness evaluation model, both of which have developed independently of each other, in connection with many studies on PMES (performance measurement and evaluation system) including the BSC (balanced scorecard) of Kaplan and Norton (1992, 1996). For this attempt, this study is composed of four analyses : First, this study develops a structural model for evaluating and diagnosing corporate ‘comprehensive’ competitiveness including quality competitiveness, derive CCI (comprehensive competitiveness index) and QCI (quality competitiveness index) ; Second, this study analyzes the determinants of quality competitiveness, the impacts of quality competitiveness, on product design and product reliability, and the impacts of product design and product reliability on quality competitiveness in the comprehensive competitiveness evaluation model of this study. Third, this study empirically identifies the positioning of product design in the quality competitiveness evaluation model of this study and the functional relationship between product design and other functions : product development, manufacturing, marketing, and marketing, and sales in the same comprehensive competitiveness evaluation model, estimate the determinants of product design and its impacts, thereby providing some empirical findings for the foundation of design management theory, and Fourth, this study identifies the positioning of product reliability in the same quality competitiveness evaluation model, estimate the reliability function and the functional relationship between product reliability and other dimensions of product quality, and tests the hypotheses on the causality of product reliability.

• 유통과학연구
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• 제22권5호
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• pp.39-57
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• 2024

Purpose: Various policies continue to be strengthened to develop Micro, Small and Medium Enterprises (MSMEs), which have a strategic role in the economy through the pillars of corporatization, capacity and financing to support strong and inclusive economic growth. Efforts to transform MSMEs marketing strategies are undertaken through eco-friendly digitalization to increase resilience and more productive and innovative capacity. Research design, data and methodology: This research is an exploratory qualitative approach taken to investigate the transformation of eco-friendly marketing strategies for MSMEs to increase competitiveness at the global level. The samples obtained were 425 MSMEs assisted by the DKI Jakarta, Bali, Java, Borneo, and Sumatera. The data collection technique used non-probability sampling (snowball sampling). Data is analyzed through collection, reduction, analysis, validity testing, presentation and conclusion. Results: This research shows the transformation of eco-friendly digital-based MSME marketing strategies occurred through four stages, namely production and institutional activities, expanding market share, digitalization and financing, and export market access. Conclusions: Eco-friendly digital transformation allows MSMEs competencies to be refined to improve business processes and business competitiveness at the international level. The contribution of this marketing strategy transformation is expanding MSMEs access to financial institutions (fintech), marketplaces, and QRIS (QR Code Indonesian Standard) digital payments.

• 디지털융복합연구
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• 제11권12호
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• pp.213-227
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• 2013

본 연구는 중소기업의 기술경쟁력과 기술마케팅이 중소기업의 사업화성과에 미치는 영향을 실증조사 하는데 목적이 있다. 정부의 인정을 받은 기업부설연구소 및 연구개발전담부서를 보유한 중소기업의 신제품 및 신기술 담당자 204명을 대상으로 기술경쟁력과 기술마케팅, 사업화성과에 대하여 설문조사를 실시하였다. 본 연구는 중소기업의 기술경쟁력이 기술마케팅과 사업화성과에 미치는 영향을 조사하였고 기술마케팅이 사업화성과에 미치는 영향을 조사하였다. 실증분석 결과, 첫째, 기술경쟁력의 기술혁신능력과 기술사업화능력, R&D집중도(인적투자) 변수는 기술마케팅에 유의한 정(+)의 영향을 나타냈다. 둘째, 사업화능력은 사업화 판매와 비판매성과에 R&D집중도(물적투자)는 사업화비판매성과에 유의한 정(+)의 영향을 나타냈다. 셋째, 기술마케팅의 핵심기술 및 보완기술 요인이 높을수록 사업화성과가 높아지는 것으로 나타났다. 따라서 기술중심의 중소기업은 기술경쟁요인인 기술혁신능력과 기술사업화능력, R&D집중도를 높이기 위하여 지속적인 노력을 수행하여야 한다.