• International Journal of Quality Innovation
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• 제9권2호
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• pp.11-30
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• 2008

The purpose of this study is to develop BSC model of social enterprise. Performance analysis tool of BSC have been brought over from the business world, designed and created from the perspectives of profit-based businesses. The BSC is a strategic performance measurement and management tool designed for the private sector acting as a communication/information and learning system, to measure 'where we are now' and 'where to aim for next'. It prescribes a plan for translating 'vision' and 'strategy' into concrete action across four perspectives at different stages, depending on the business. These perspectives are 'financial', 'customer', 'internal processes' and 'learning and growth', each of which is connected by cause-and-effect relationships that reflect the firm's strategy. Social aims of social enterprise are to accomplish desired outcomes which are to employ vulnerable people and to provide social services. The measurement factors of financial perspective are stable funding, efficiency of budgeting, stakeholders' financial supports, and trade profit. The measurement factors of customer perspective are government, social service users, employees, local communities, sup plier, social activity company, and partnership with external organizations. The measurement factors of internal process perspective are organizational culture, organizational structure/management, internal/external communication, quality of products and services, information sharing. The measurement factors of learning and growth perspective are training and development, management participation, knowledge sharing, leadership of CEO and manager, and learning culture.

• The Journal of Asian Finance, Economics and Business
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• 제4권1호
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• pp.79-86
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• 2017

With the increasing trend of popularity of websites and social networking sites, it is quite evident that companies need to take cautionary measures in protecting the reputations with respect to company and brands. In this process, every company should indulge in enhancing their company and brand image through websites and social networking sites that fortify the bonding nature among them. The always-on nature of websites and social networking sites has contributed to their phenomenal marketing power and altered the balance of power between consumers and firms. Websites and social networks are used by hundreds of millions of people to communicate about a huge range of topics, including personal interests, activities, social events and even public issues. The paper explores a case study of the Ritz-Carlton hotel for their marketing strategy and organizational use of their website and social media in communicating with their customers. Even for the normal luxury traveler who would not have previously used the Internet to research a hotel or make a reservation, ritzcarlton.com is making it possible for them to do so in a sense of the luxury and typical Ritz-Carlton style. It seems to be a staple of the company for years to come.

• Asia Marketing Journal
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• 제14권3호
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• pp.153-167
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• 2012

KB Kookmin Card has separated as an independent corporation from KB Kookmin Bank Credit Card Business Group on March, 2011. Ever since, KB Kookmin Card worked to build its own brand identity. The strategic preparation and conscientious implementations made KB Kookmin Card position in consumer's mind with a strong and unique brand image. Its new brand image was rooted in the inherited strengths of reliable and sincere image. However, it faced the challenge to compete in credit card industry in which most competitors had an advanced and sophisticated image. The strengths of KB Kookmin Card were also at the same time their limitations. KB Kookmin Card took a strategy that strengthened the strengths and improved the weaknesses. It focused on the core competence of being a people's sincere life supporter that helps people make savings from everyday events to make a good sum rather than being a lump sum benefit. The brand introduction strategy was implemented in 2011. The implementation focused on the activities that made internal as well as external customers be aware of the brand. Communication programs using a variety of media were executed to attain this goal. In 2012, second phase communication programs were introduced to elaborate the newly established brand image. It introduced many extended products as well as accessory programs which targeted the segments. Also, various CSR activities in many social domains helped consumers and the public to consider KB Kookmin Card an authentic, caring, trustworthy, and consistently-developing supporter in their everyday lives.

• 한국실내디자인학회논문집
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• 제22권6호
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• pp.49-57
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• 2013

This study aims to provide direction for the brand goals approaching and analyzing previous studies in social psycholog y perspective, focusing on man and society relationship. 526 preceding 'brand space' associated papers from 1992 to 2012 were collected and analyzed them by year, by space and by theme utilizing the realism methodology, the theor etical relationship methodology. The numbers of the study for 'brand space' had increased gradually from 2003 to 2010 then climbed vertically and the most common study was about place, that shows there is a relationship between variou s social phenomena and human psychology. For the thematic analysis, 'Social psychological components of the brand' based on social psychology was used for analyzing the cognitive aspects, the relational aspects, and the attitudinal aspects. The most common study was the study of the cognitive aspects, and relational aspects, and lastly the attitud inal aspects in order. The strategy was the most common research for the brand associated study. The ultimate point of the strategy is to get 'attitude'. From social psychology perspective, there is a cycle in the minds of consumers, 'Identification', 'Internalization', 'Conformity' and 'Compliance'. Structure of these relationships can provide a clue that consumers' attitude lead the consumers' action.

• 복식문화연구
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• 제23권3호
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• pp.498-511
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• 2015

This paper examines advertising images of fashion brands in vertical social network site (SNS) from the viewpoints of message strategies. Vertical social network sites are types of social curation systems applied to social networking, where information is selected, organized, and maintained. Fashion brands communicate with consumers by presenting images on vertical SNSs, anticipating improvements in brand image, popularity, and loyalty. Those images portray content for particular brands and seasonal concepts, thus creating paths for product sales information. Marketing via SNSs corresponds to relationship marketing, which refers to long-term interrelationship and value augmentation between the company and consumer, and viral advertising, which relies on word of mouth distribution via social network platforms. Taylor's six-segment message strategy wheel, often used for analyzing viral ads, was applied to conduct a content analysis of the images. A total of 2,656 images of fashion brands advertised on Instagram were selected and analyzed. Results indicated that brand values were somewhat related to the number of followers. Follower rankings and comment rankings were also correlated. In general, fashion brands projected sensory messages most often. Acute need and rational messages were less common than other messages. Sports brands and luxury brands presented sensory messages, whereas fast fashion brands projected routine images most often. Fashion brands promoted on vertical SNSs should portray advertising images that combine message strategies

• 국제지역연구
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• 제16권1호
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• pp.29-52
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• 2012

본 논문은 2000년-2008년 기간 중에 미국의 S&P 500 지수에 편입된 대기업들을 대상으로 기업의 사회적 책임과 기업지배구조의 관계를 연구한 논문이다. 특히, 이사회 내에 공공부문(PA) 소위원회나 사회책임(SR) 소위원회를 설치하여 통합전략을 추구하는 경영방식이 기업의 사회적 성과(CSP) 와 어떤 연관이 있는 지를 분석하였다. 실증 분석 결과에 따르면, 부정적인 사회적 성과가 소위원회의 설치를 결정하는 주요 요인인 것으로 보이는데, 이는 곳 부정적인 사건사고가 가져온 부정적 기업의 사회적 성과가 이러한 소위원회 설치의 직접적 원인임을 뜻한다. 더 나아가, 이러한 소위원회가 설치되면 기업으로 하여금 긍정적인 사회적 성과를 높이는 데에 일조하는 것으로 나타났다. 다시 말해 이러한 이사회 내 소위원회를 설치하는 목적은 기업의 사회적 성과와 관련된 문제가 발생하였을 때 이를 해결하기 위해서인 것으로 보이며, 이와 같은 소위원회들이 설치된 후에는 기업으로 하여금 전략 수립 과정에서 시장, 비시장, 그리고 사회책임 측면을 통합적으로 고려하게 함으로써 긍정적인 사회적 성과를 높이는 것으로 보인다. 따라서 본 논문의 결과는 Baron의 통합전략 프레임웍이 기업들로 하여금 실질적인 결과물을 달성하도록 돕는다는 증거로 볼 수 있다.

• Journal of Contemporary Eastern Asia
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• 제11권1호
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• pp.31-41
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• 2012

• 한국콘텐츠학회논문지
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• 제17권3호
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• pp.319-328
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• 2017

본 연구는 국민연금연구원의 노후보장패널조사 5차 부가자료를 이용하여 분석하였으며 조사 대상자는 전국의 50세 이상의 중고령자 7763명이다. 먼저 집단 간 차이를 분석한 결과 연령이 낮을수록, 교육수준이 높을수록, 경제수준이 높은 경우, 건강상태가 좋은 경우, 주된 생활비를 본인과 부부가 마련하는 경우에 다양한 유형의 대처전략을 사용하는 것을 알 수 있었다. 스트레스 대처방식과 사회적 지지의 회귀분석 결과 사회적 지지가 높을수록 적극적 대처, 소극적 대처, 사회적 지지 대처방식을 많이 사용하였으며, 사회적 지지가 낮을수록 회피적 대처방식을 사용하였다. 위의 결과에 따라 중고령자들의 스트레스 대처방식에서 사회적 지지가 중요한 요인임을 알 수 있었다. 따라서 중고령자의 사회적 지지를 강화하기 위한 정부의 정책, 가족과 지역사회의 다양한 노력이 필요하다.

• 대한가정학회지
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• 제48권6호
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• pp.133-147
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• 2010

This study aimed to identify the dimensions of successful aging, as perceived by elderly Koreans, and to test qualitatively the elders' optimization of selection and compensation strategies in a social activity context. The results were as follows: First, the most important part of life fulfillment and regret was family and work. Second, social activity played a role in self-actualization and physiological needs. Moreover, it contributed to the elders' physical and mental health maintenance. Third, the elderly effectively participated in social activities by optimizing their selection and compensation strategies. Fourth, the elderly realized they are growing old, but considered it as a natural process. In addition, some participants suggested retirement age should be raised, but others were against this idea. Finally, elders thought successful aging means having a sufficient and independent life in old age. Thus, the elderly required good health, economic security, and a positive attitude for aging successfully.

• 한국콘텐츠학회논문지
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• 제20권9호
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• pp.558-576
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• 2020

본 연구는 직장인의 자기방어적/관계관여적 정서표현 양가성이 대인관계 스트레스에 영향을 미치는데 있어 사회적 지지와 인지적 정서조절전략의 매개효과를 알아보고자 하였다. 이를 위하여 2018년 8-9월에 걸쳐 직장인 413명을 대상으로 설문조사를 실시하였고, 수집된 자료는 SPSS, AMOS, Mplus 프로그램을 사용하여 기술통계, 상관분석, 구조방정식 모형검증을 비롯하여 매개효과 검증 분석을 실시하였다. 분석 결과, 자기방어적 정서표현 양가성 모형에서는 부분매개효과가 유의하였고, 관계관여적 정서표현 양가성 모형에서는 완전매개효과가 유의하였다. 자기방어적 정서표현 양가성 모형과 관계관여적 정서표현 양가성 모형 모두에서 정서표현 양가성과 대인관계 스트레스의 관계에서 사회적 지지와 정서조절전략을 거쳐 가는 이중매개효과가 유의한 것으로 나타났다. 이러한 연구는 직장인의 사회적지지에 대한 지각수준을 높이고, 적응적 인지적 정서조절전략을 사용하게 함으로써 대인관계 스트레스를 낮추는 방법을 모색하였다.