• 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.

• Journal of Mushroom
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• v.20 no.3
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• pp.173-177
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• 2022

Mushroom production in Korea is concentrated on five major mushroom types. To create a new source of income for farmers, it is necessary to establish new mushroom production and marketing systems. This study was conducted to evaluate the marketability of and establish a marketing strategy for Pleurotus nebrodensis variety 'Uram'. The evaluation of distributors showed that it was necessary to cultivate mushrooms of uniform shape and size, to compensate for their low storability, and to sell them in small packages. The consumer evaluation showed that the texture of P. nebrodensis had the highest level of satisfaction for quality, but the levels of satisfaction for size and shape were low. In the consumer evaluation, as in the distributor evaluation, improvements in cultivation were found to be necessary, as the storage time is short due to a high moisture content. An evaluation of the market gave the following results regarding the marketing strategy. It was found to be necessary to consider the production of mushrooms of a uniform shape and size and sell them in small packages in the range of 150 to 300 g. The price of the mushrooms should be set using a high-end strategy for high-end sales. The mushrooms should be introduced to local food and eco-friendly stores in the early stages of production. Subsequently, if farmhouse production increases, shipments should be made to wholesale markets through a regular contract. Finally, considering that P. nebrodensis is an unfamiliar mushroom to consumers, it is necessary to promote it by increasing the accessibility of consumers through tasting events and experience groups.

• Journal of Service Research and Studies
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• v.7 no.4
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• pp.109-126
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• 2017

Designing cost-effective service recovery strategies mix has been recognized one of important issues by both service researchers and practitioners. In spite of the rising interest in them, there has been scarce studies on them. In this paper, we try to find cost-effective service recovery strategies mix via game-theoretic modeling. Especially, we focus on the possible incentives such as voucher type reward and service re-performance which have different cost structure. We investigated three questions about the topics as follows:(1) Should the service firm use the possible incentive scheme such as voucher and service re-performance for service recovery?, (2) How much voucher and service re-performance is adequate for service recovery under diverse service failure severity level?, (3) How much voucher and service re-performance is adequate for service recovery under diverse threshold level to make the customer repurchase? The results are as follows:(1) The use of both voucher and service re-performance for service recovery results in greater surplus for the service firm. (2) The higher gets the service failure severity level, the higher total incentives are required in the equilibrium. As service failure severity level gets higher, higher level of discount might be more useful to the service firm. However, service re-performance should be cut down above some critical level of service failure severity in the equilibrium. (3) The higher gets the threshold level to make the customer repurchase, the higher incentives are required in the equilibrium, and the higher portion of voucher incentive is required relative to that of service re-performance in the equilibrium.

• Korea Journal of Hospital Management
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• v.3 no.1
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• pp.192-218
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• 1998

This study is the positive one about the influence which the characteristics of medical consumers' perceived words-transmission information exercises on its acceptance level and its activities. The aim of this study was to investigate how the characteristics-reliability of perceived information, its directionity, and its availability-had an influence on the acceptance level and activities of words-transmission information. For the purpose of that aim, the positive research by questionnaire was applied. In addition, to collect necessary data, investigation was performed about 20 days from July 1st, 1938 to July 20th, 1938. As for the respondents' sampling in sample planning, the method of Simple Random Sampling was used laying stress on patients or their responsible person aged over 20s in second and third medical institutions. And the collected sample were 230 people. Of these, However, the number of sample used actually for this study analysis was 211 except 19 people who responded unfaithfully. The analysis of the data collected by the abovesaid investigation used SPSS/PC statistical package. The study result to have proved the hypothesis by experiment is as follows. First, as the result of having analysed the influence relations on the acceptance level and activities of words-transmission information among the factors of reliability about medical consumers' perceived information, I found that 'specialty' had an affirmative effect and there was a significant effect relations. Second, as the result of having made a multi-regression analysis of the effect relations on the acceptance level and activities of words-transmission information of the factors of directionity on medical consumers' perceived information, 'reliablity' was found as having a significant effect on the acceptance of words-transmission information. Third, 'importantness' was revealed as having a significant effect on the words-transmission activities in the acceptance level and activities of words-transmission information among the factors of reliability on medical consumers' perceived information. Fourth. for medical consumers there was a statistical correlation between the acceptance level and activities of words-transmission information. Therefore, words-transmission communication will be very useful for hospital promotion programs having a limited advertising ability in business. Especially, I suggest that a person in charge of his/her hospital marketing should not only excavate a source of words-transmission communication in order to arrive effectively at sampling market, but also use a marketing mix suitable to that The test result shows that the unsatisfied patients over their hospital treatment tend to be more stronger in transmitting words to the other positive minded patients than the satisfied ones. Therefore, all relating representatives in hospital should concentrate their energies on decreasing or eliminating these unwanted results.

• Journal of Internet Computing and Services
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• v.20 no.1
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• pp.17-24
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• 2019

Since the information of $4^{th}$ Industrial Revolution is introduced in WEF (World Economic Forum) in 2016, IoT, AI, Big Data, 5G, Cloud Computing, 3D/4DPrinting, Robotics, Nano Technology, and Bio Engineering have been rapidly developed as business applications as well as technologies themselves. Among the diverse business applications for IoT, wearable devices are recognized as the leading application devices for final customers. This longitudinal study is compared to the results of the 1st study conducted to identify customer needs of activity trackers, and links the identified users' needs with the well-known marketing frame of marketing mix. For this longitudinal study, a survey was applied to university students in June, 2018, and ANOVA were applied for major variables on usable features. Further, potential customer needs were identified and visualized by Word Cloud Technique. According to the analysis results, different from other high tech IT devices, activity trackers have diverse and unique potential needs. The results of this longitudinal study contribute primarily to understand usable features and their changes according to product maturity. It would provide some valuable implications in dynamic manner to activity tracker designers as well as researchers in this arena.

• The Research Journal of the Costume Culture
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• v.22 no.1
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• pp.86-98
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• 2014

This study analyzed fashion businesses based on the 6P's, products, prices, place, promotion, people, and patron for business owners in the Myeongdong commercial fashion district. Furthermore, this study proposed plans that would activate the Myeongdong fashion district and continuously develop it as a global fashion city. A survey was conducted from August to September, 2012 for 249 fashion business owners in Myeongdong. Eventually, only 208 questionnaires were used for the analysis. The research results were as follows. First, domestic brands have the largest share in the market and sales of fashion accessories were higher than the sales of clothes. Second, the prices for those fashion items ranged from low to mid-price. Third, the opening of new shops keeps increasing, and the size of the shops falls between ten and twenty pyeong generally. 'Self-production' was the highest form of production compared to any other form, and regarding importation sites, importation from overseas was the highest. Fourth, regarding promotion types, the sales in shops was the most commonly used promotion method compared to television and magazine advertising, and personal selling. Fifth, the proportion of male proprietors was larger than that of female proprietors. Most employees had less than five years of sales experience. Sixth, the main customers were females in their 20s and the proportions of Korean and foreign customers was similar.

• Journal of the Korean Society of Costume
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• v.55 no.8 s.99
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• pp.15-29
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• 2005

In these days, T-shirt is not only the simple wearing goods but also the suggestive communication, which is not showed outward as well as being intended. Also, it indicates expression of contemporary sensitive living, expression of substantial oneself, and the effective commercial promotion fer advertising fashion brand and promoting the object's sale. Following the above concept, the aim of this study is to understand the outstanding tendency of ' The T-shirt one-point graphic's functions and visual image ', which is appeared after 2001 in the fashion industry's commercial aspects. The visual image's applicative rate of the T-shirt one point graphic is the following; The best applicative rate on T-shirt one- point graphic is the visual image using the mix & match technique shown 42.8 percent applicative rate. The second one is the visual image using the typography shown 38.7 percent. The third one is the visual image using the animals and plants shown 8.5 percent. The fourth one is the visual image using the person's character shown 3.8 percent. The fifth one is the visual image using the geometry shown 2.4 percent. The least one is the visual image using the cartoon character shown 1.6 percent. On the other hand, another important function of t-shirt one-point graphic is the following; 1, The essential function as t-shirt design factor. 2, The promotional function as brand image marketing and brand advertisement. 3. The communicative function as discriminative strategy of object. 4. The achievable function as value added goods.

• International Journal of Costume and Fashion
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• v.4 no.2
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• pp.30-39
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• 2004

This study aims to investigate various cultural activities of the Korean youth including the subcultural and popular cultural activities and their characteristics and influences on the youth fashion during the period 1996-2004. This study employs a qualitative approach based on the previous discussions of relevant literatures dealing with Korean youth culture and their fashion styles. The result of the study shows that the most prominent characteristic in youth fashion of the period was 'bricolage.' The appearance of 'Seotaiji' and the activities of his group laid the cornerstone of youth culture in the early 1990's. The influence of postmodernism changed the conventional sexism and androgynous outfit thrived. The androgynous effect also had strong influence on men's fashion in what turned out to be Metro-Sexual in early 2004. During the period 2000-2004 the postmodernism regained its popularity both in culture and fashion. 'Body' was also an important part of youth culture and has become the most popular and prevalent word of this era. At the same time the 'Well-Being' and sports look were the new trend of youth fashion. Sports look, also known as Caports, is one of these new trends and the most important youth fashion style like mix & match reformation. The youth became more and more aware of the body image and were interested in fashion as well. This trend awareness of their body and Well-Being image as well as their inclination to the fashion in the youth is expected to continue. Therefore the fashion industry, as their marketing strategy, needs to analyze the characteristics of the cultural trends among the youth and to prepare for the future need of youth fashion.

• International Journal of Advanced Culture Technology
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• v.6 no.3
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• pp.88-97
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• 2018

As the trade among the countries increases, domestic agriculture is facing a crisis. Especially domestic rice industry is suffering from the rice market opening problem and the domestic rice industry itself. As a counter measure against this, despite the promotion of the rice processing food industry, the export of rice processed food has decreased by an average annual rate of 12.3% since 2011 due to the lack of customized export strategy, such as low price competitiveness, insufficient quality and brand management. As a measure, we selected indicators to prioritize establishment of export strategy of rice processed food business and used AHP methodology to draw the weight for each indicators. The selection of export strategy prioritization indicator was based on the marketing mix theory, various previous research reviews and expert consulting. Five higher level indicators and nineteen detailed indicators were derived, and a weighted value of them was analyzed using a professional package. As a result, the relative importance of higher level indicators was 45.5% for product differentiation, 18.4% for management competence, 13.0% for export infrastructure, 12.0% for product pricing, and 11.1% for product distribution. The relative importance of the lower level indicators was 17.3% for product safety, 15.3% for product quality, 9.1% for management expertise, and 7.0% for product brand. This result is expected to be used as export strategy indicators of rice processed food export business.

• Journal of the Korean Society of Costume
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• v.61 no.6
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• pp.60-73
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• 2011

Men's fashion has not much changed due to the pervasive patriarchy Because of the change of gender roll and attitude towards one's appearance and fashion, men began to express themselves with fashion in the late 90's. The purpose of this study is to categorize men's image and their fashion styles from Korean TV dramas to provide informations for predicting men's fashion trend in rapidly changing market. Through the analysis of three dramas with 30% or more of audience rating by all age groups from January to July, 2009, nine distinctive male images were selected and their styles were analyzed; silhouette, details, materials, color, accessories, and hair-style. The results are as follows: In the past holding neat and straight line silhouettes but today shows tight silhouette. In color and detail, the use of brilliant chromatic colors, use of hight saturation colors, big and brilliant pattern, ruffles, frills, beads, knitwear, mix matched new composed materials, and light materials are dominant. While short and simple shape of hair-styles were predominant in the past, now we see more varied hair length. Not only that, variety of perms and colors are showed on TV screens. Hence, the results show that a lot of radical change has happened in the men's fashion, and marketing propositions that reflects this change in men's fashion market are requested along with trendy emotional product development and coordination proposals, and finally calls for more multilateral study and market search of male consumers.