• Fashion & Textile Research Journal
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• v.15 no.1
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• pp.103-115
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• 2013

This study identifies how the luxury brand marketing mix affects customer equity drivers and suggests intangible equity management strategies so that companies can make long-term profits through luxury brands based on empirical studies of Korean luxury consumers. The results of the study are as follows: First, this study classified the properties that use 8 key factors (product integrity, heritage, exclusivity, premium image, environment and consumption experience, premium price, luxury communication strategy, and brand signature). Second, it shows that product integrity and luxury communication strategy have a positive effect on all customer equity drivers, that brand signature has a positive effect on value equity and brand equity, and that premium price has a negative effect on relation equity. It is important to provide products and services equipped with high quality and luxurious designs based on excellent craftsmanship in order to establish brand equity and value equity. Brand identity needs to be maintained and unique brand signatures need to be developed based on the long history of luxury brands against a traditional backdrop. A diversified communication strategy improves brand recognition while playing a part in facilitating brand association and brand image. In order to improve relationship equity, actions such as a loyalty program to strengthen brand loyalty, need to be taken as well as measures to maintain and enhance customer trust through a reasonable price strategy.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.6 no.6
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• pp.943-950
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• 2002

Real time strategy game is a computer game genre of Playing with human or computer opponents in real time It differs from turn-type computer games in the game process method. Turn type games, such as chess, allow only one Player to move at a time. Real time strategy games allow two or more Players to move simultaneously. Therefore, in real time strategy computer games, the game components' movement plans must be calculated very quickly in order to not disturb other processes such as gathering resources, building structures, and combat activities. There are many approaches, which can reduce the amount of memory required for calculating path, search space, and reactive time of components. (or units). However, existing path finding algorithms tend to concentrate on achieving optimal Paths that are not as important or crucial in real time strategy game. This Paper introduces Dynamic Heuristic Af(DHA*) algorithm which is capable of reducing search space and reactive time of game units and compares with A* algorithm using static heuristic weighting.

• The Journal of Korean Institute of Information Technology
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• v.16 no.11
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• pp.69-76
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• 2018

As for V2I(Vehicle-to-Infrastructure) systems with energy-constrained RSUs(Road Side Units), the previous data delivery strategies have not considered the aspect of energy usage at RSUs. A new data delivery strategy has been proposed to determine the RSU's participation in data delivery based on the probability dependent on the RSU's remaining energy, and it showed the lower data delivery time than the previous approaches. In this paper, we propose methods to analyze the number of RSUs participating in data delivery and the variations of RSUs' energy value for the consecutive data deliveries. As a numerical result, compared with the previous strategy, the probability-based data delivery strategy shows the lower number of participating RSUs and the increased average energy value of all RSUs. In addition, from the analytical results, we propose considerations for the real implementations of the similar systems.

• Asia Marketing Journal
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• v.16 no.1
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• pp.215-228
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• 2014

The automotive industry plays a significant role in the global economy. One of the reasons is that this industry compasses every aspects of the value chain - from raw materials to design and development, manufacturing, sales and services, and even disposal. Thus, the industry needs significant upfront capital investment and requires years of R&D and market development. As a result, this industry is dominated by a handful of global players and it is not easy for a new entrant to enter this industry. Furthermore, success is even more difficult to achieve. How did Hyundai Motor make it in this tough marketplace? Can it continue against all odds? The CAGR for last 5 years is 12% and it stands at 6th in the world. Compared to other global brands, Hyundai has geographically well-balanced sales portfolio. The quality improvement is outstanding. The brand performance follows these quality and sales improvements. Yet, the global competition is ever intensifying. Now, it is the time to step up once more. The next strategic goal needs fundamental shift toward brand and marketing-focus. In constructing global marketing strategy, Hyundai Motor's vision is "Lifetime partner in mobility and beyond" and its goal is global top 3 brand by year 2015 through modern premium brand image and selling 5 million vehicles. The target brand positioning of Hyundai Motor is the leading position in premium dimension and stylish/modern dimension. The global brand strategy framework is based on the brand direction of "Modern Premium" and is designed to deliver core brand identity (i.e., Simple, Creative, Caring) to customers. In order to manage brand performance, Hyundai's marketing platformalso includes marketing performance management, brand performance management, and market driven organization. From this diagnosis, Hyundai Motor is well posed to build a strong brand. Nevertheless, there are still challenges ahead from consumer, technology, competitor, and macro-environment perspectives. To overcome these threats, the bases of competition for all successful automotive brands are various differentiation factors, including technology, performance, value proposition, or heritage. Hyundai Motor is well prepared so far. However, it is not tested against time yet whether Hyundai can overcome these unforeseeable major threats. Hyundai is trying to find the solution from a strong brand, while believing in "New Thinking. New Possibilities."

• Journal of Service Research and Studies
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• v.9 no.1
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• pp.87-97
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• 2019

The key to the success of IT services is to ensure user-oriented strategic planning and system design capabilities to accurately read the user's mind. In order to establish a stable UI/UX strategy that provides user-oriented service, estimating the size of the relevant market and predicting the growth potential should be given priority, but there is no research on this. Therefore, this study estimated the relevant market based on the 'SW market size (IDC Worldwide Blackbook.') As a result of estimating the amount and the number of cases, the planning and design area of UI/UX is lower than that of overseas market The results of this study suggest that it is necessary to systemize the establishment of UI/UX strategy that depends on individual competence so far, It is possible to make economic value judgments by standardization and quantification of UI/UX by establishing an opportunity to access the interface. From the technical viewpoint of application of the user's viewpoint on the existing interface, We expect to be able to lead the UX strategy management through the occasion of access to UI/UX. Identify needs and to demonstrate the value of UX strategy applied is significant.

• Journal of Information Technology Applications and Management
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• v.23 no.1
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• pp.97-117
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• 2016

Drawing on the theoretical framework of customer value-satisfaction-loyalty, this study examines how scarcity message influences customers' value, satisfaction, and loyalty in the context of group-buying social commerce. Previous studies have argued that scarcity message limiting the avilability of products and service is a source of enhancing customer value. In this regard, this study posits scarcity message as a predictor of customer value. Furthermore, this study classifies customer value into two forms (i.e., utilitarian value and hedonic value) and verfies how scarcity message is associated with them. To test the proposed research model and hypotheses, this study performed structural equation modeling (SEM) analyses, using a total of 292 data collected on users who have experience in purchasing products and service through group-buying social commerce sites such as Coupang, Timon, and WeMakePrice. The key results are as follows : First, scarcity message increases utilitarian and hedonic values and further customer satisfaction. Second, utilitarian value increases customer satisfaction and repurchase intention while hedonic value has nothing to do with them. The findings imply that customers seek to maximize utilitarian value through group-buying social commerce. Finally, this study indicates that repuchase intention depends greatly on customer satisfaction.

• Korean journal of food and cookery science
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• v.32 no.6
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• pp.734-744
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• 2016

Purpose: This study investigated the preference and awareness of consumers residing in the capital area with respect to South and North Korean regional cuisine to provide baseline data for developing effective commercialization strategies. Methods: This survey was conducted among adults over the age of 19 years who were residing in Seoul and Gyeonggi province area, and data analysis was performed using SPSS WIN 18.0. Results: Analysis of the survey participants' preference for South and North Korean regional cuisine showed that Hwanghae province had the highest preference by $4.35{\pm}1.72$ points, whereas Gangwon province had the lowest preference by $3.75{\pm}0.66$ points. Factorial analysis on general characteristics of Korean regional cuisine resulted in 2 factors - 'locality' and 'health'. Cluster analysis showed that participants could be sorted into two clusters by their awareness of Korean regional cuisine - 'the lower cognitive group' and 'the higher cognitive group'. Cluster analysis on the tourism commercialization strategy for Korean regional cuisines showed that 'the higher cognitive group' had significantly higher awareness regarding the following 3 items: 'merchandising strategy', 'popularization strategy' and 'marketing strategy' (p<0.001). Cluster analysis of the world commercialization strategy showed that 'the higher cognitive group' had significantly higher awareness regarding all items of the 'R&D support strategy' and 'Food culture promotion strategy' categories than the 'the lower cognitive group' (p<0.01). Conclusion: Popularization strategies such as value perception based on the well-being concept, and standardization of recipes; merchandising strategies based on storytelling; and food and culture promotional strategies such as Korean cooking classes and food tasting events, were rated as effective commercialization strategies to increase the popularity of Korean regional cuisine.

• 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.

• Korean Business Review
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• v.20 no.2
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• pp.61-85
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• 2007

Competitiveness of a firm essentially depends on the value of the product or service the firm supply. Product or service of high value derives customer purchase activity. Service mix is the process which creates competitiveness by value creation for customers through optimal combination of physical characteristics of product and service. This research is to contribute competitiveness increase of Korean manufacture industry by study of the effect of service mix as to the business competitiveness. Usually competitiveness advantage approach relies on the industry structure competition theory and the resource-based approach. However, it is said that, while the industry structure competition theory helps finding attractive industry, it rarely helps finding which companies succeed or fail in the specific industry. The resource-based viewpoint approach is limited in that this cannot provide any theory or systematic frame for the analysis even though it has contributed a lot to the competitiveness increase. Power process approach is applied to this study in order to overcome this limit and to Increase the business competitiveness. Power process is the process to create the value, the source of power by interaction of power elements, value, needs, environment and relation, the five power determination elements. Power process is a process that creates value to satisfy the power objective for the attainment of the goals of the power subject. This study is to contribute for the manufacture industry by establishing service mix strategy from the power process viewpoint.

• Information Systems Review
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• v.18 no.2
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• pp.1-22
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• 2016

In response to changes in the global market environment, companies in the Information and Communications Technology (ICT) industry have begun to pursue cooperation and competition on a business ecosystem level. In particular, to become a leader in the new growth engine industry of Internet of Things (IoT), companies around the globe aim to consolidate vertically up the value chain through a solid establishment of their platforms. This paper looks at Samsung and Xiaomi, whose strategies for creating an ecosystem based on their own platforms differ in accordance to the ecosystem in which they compete. An analysis of these two companies indicate that Samsung pursues a strategy to become the market standard by openly sharing its platform with complementary companies, whereas Xiaomi pursues a strategy that achieves value as a channel owner through the restriction on which companies may become partners. This paper concludes that as Samsung and Xiaomi strive to become IoT industry leaders, each company pursues a variant of a platform-based value chain integration strategy based on the specific nature of the ecosystems in which they compete, thereby creating value through a symbiotic relationship with their partner companies.