• Journal of Information Technology Applications and Management
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• v.28 no.6
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• pp.45-67
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• 2021

Snack culture, which can be easily enjoyed and consumed in a short period of time just like eating sweets, is spreading rapidly. Among them, TikTok is gaining popularity mainly among the MZ generation, and TikTok is rapidly emerging as a means of advertising or marketing. In this study, we studied the effect of TikTok Advertising's informativeness, interactivity, and impediment on brand attitudes. Previous studies have suggested that brand attitudes are formed through usefulness. However, this study divided usefulness into utilitarian value and hedonic value, and proved that brand attitudes are formed through these mediation variables. This is because of the TikTok advertising includes entertainment as well as usefulness. Therefore, this study established and verified the model in which informativeness, interactivity, and impediment of TikTok advertising form brand attitude through utilitarian value and hedonic value. In order to verify this research model, survey questionnaires were distributed to TikTok users and a total of 220 data samples were collected and analyzed. As a result of data analysis, informativeness and interactivity have a positive effect on utilitarian value and hedonic value, but impediment has a negative effect. In addition, informativeness, interactivity, impediment influenced brand attitudes through practical value and hedonic value, not directly influencing brand attitudes. This study is meaningful in that it suggests a marketing strategy that can further enhance brand attitude by considering utilitarian value and hedonic value simultaneously, rather than focusing on either utilitarian value or hedonic value.

• Journal of Global Scholars of Marketing Science
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• v.15 no.3
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• pp.31-48
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• 2005

The purpose of the study is to identify the flexibility of marketing effects which applies of practical service guarantee strategy over hotel service and methodological effects of practical service guarantee. And the detailed purposes were: first of all, how service guarantee strategy identified by previous theoretical researches influences on a service reliability and service value practically; second, how service reliability and service value influence on customer loyalty; third, how service guarantee influences on customer loyalty directly. According to the results, 5 hypotheses were selected from 5 research hypothesis proposed in this study. The concrete contents were; First, the study inspected how service guarantee strategy influences on service reliability and service value practically. The result was that service guarantee exerted positive influence on service reliability and service value. Second, the study inspected how service reliability and service value influence on customer loyalty. The result service reliability and service value exerted positive influence on customer loyalty. Third, the study inspected how service guarantee strategy influences on customer loyalty. The result service guarantee exerted positive influence on customer loyalty.

• International Commerce and Information Review
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• v.9 no.2
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• pp.65-86
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• 2007

This paper reviews the properties and application methods of widely used types of risk measures, identifies the rationale and business-side effects of hedging, derives the theoretical formula of optimal hedging ratio, and analyzes the various functional aspects of VaR(Value-at-risk) as a risk measure and a hedging tool. Especially this paper focuses on the characteristics of VaR compared with other risk measures in terms of their own principal determinants and identifies its stronger aspects in the dimension of hedging strategy tools. As well, this paper provides the detailed processes deriving the optimal hedge ratios based on the distributional parameters and risk factors. In addition, this paper presents the detailed and substantial processes of estimating the minimum variance hedge ratio and minimum-VaR hedge ratio using the actual data and shows that the minimum variance hedge ratio proves helpful for many cases although it is not appropriate for the non-linear portfolio including the option contracts. We demonstrate the trade-off relationship between the minimum variance hedge strategy and the minimum-VaR hedge strategy in their hedging costs and performances through calculation of the respective VaRs and variances of unhedged and hedged portfolios and the optimal hedge ratio and hedging effectiveness values for the given long position in US Dollar with the short position in Euro.

• Food Science and Preservation
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• v.10 no.2
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• pp.169-174
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• 2003

This study is to estimate consumers' value of the functional processing diet rice using the multi bounded discrete choice CVM. The results is shown that householders are willing to pay 2,637won/kg, 2,983won/kg and 3,428won/kg(definitely, sure, not sure) for buying the the functional processing diet rice. Results also show that the estimate of the aggregated buying value of the functional processing diet rice is approximately 2,239 billion won in the definitely scenario in Seoul province. The marketing strategy of the functional processing diet rice is divided by the on line and off line marketing.

• Journal of Distribution Science
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• v.15 no.6
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• pp.47-56
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• 2017

Purpose - The purpose of this study is to examine the viability of imitation strategy. Imitation strategy is one of the strategic options that a late mover can choose, and by selecting the strategy, the company imitates key elements of the business model of first movers, and modifies them to suit its conditions. The author attempted to explain how the elements of first mover's business models were creatively adapted to suit the conditions of late movers so that they can secure market position face-to-face market leaders. Research design, data, and methodology - For the purpose of the study, Korean coffee franchise industry was selected to compare the strategies of first and late movers and to discuss imitation strategy in detail. The author conducted in-depth case study of first mover and business model innovator Starbucks and Ediya Coffee, one of their imitators. The paper examines how Ediya has imitated and modified the business model of Starbucks to secure its unique competitive position in domestic market by using value chain and generic strategy analysis. Results - Starbucks and Ediya were compared in terms of their interior design, the price level of beverages, the variety of side dishes, and shop locations. Starbucks have invested interior design heavily to shops, offered diverse beverages and side dishes with relatively high price, the shops are located in central areas, whereas Ediya has concentrated on achieving cost leadership in all value activities as maintaining the quality of key products. Ediya succeeded in achieving best-provider strategy, in which it enjoys both cost leadership and differentiation advantages, largely by the strategic alliance with the biggest coffee manufacturer, Dongsuh Foods in Korea. Conclusions - Though Ediya is the imitator of Starbucks, it has modified Starbucks business models and succeeded in providing the 'third place' experience for budget-minded customers. Ediya has also succeeded in benefiting its franchisees by lowering costs and simplifying the various tasks of coffee shop management. Due to these factors, Ediya could become one of the largest number shops as the coffee franchise in Korea.

• Journal of Digital Convergence
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• v.12 no.3
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• pp.177-187
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• 2014

We investigate the association between tax strategy and investment efficiency focusing on manager's investment decision. Specifically, we examine the effect of manager's tax avoidance on the firm's investment level. The result show that as the degree of tax avoidance becomes higher firm's over investment increases. This result implies that the available resources generated from firm's tax avoidance induces over investment. Prior researches have been interested in the effects of firm's tax strategy on firm value. However, there is little literatures regarding the effects of firm's tax strategy on management's real investment decisions which provides the important implications about the mechanisms between tax strategy and firm value. In this respect, our research provides a meaningful results which demonstrates the effects of firm's tax strategy on manager's real investment decisions. This will provide useful implications for the investors and government regarding manager's tax avoidance behavior.

• IE interfaces
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• v.20 no.3
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• pp.407-417
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• 2007

Owing to a real-time innovative infrastructure driven by destructive technology revolution, the business environment has been changed dramatically. In order to respond fast to a continuously and unpredictably changing business environment, the business entities, such as business process participants, customers, distributers, and partners, should have an agile paradigm which is able to acquire and share the real time information adaptively. As a 21st century business paradigm having such adaptability and responsiveness has been introduced and called the "Real-Time Enterprise (RTE)" strategy. In this paper, we investigate the various innovation cases adopting the RTE strategy. After briefly addressing the concept and the value of RTE strategy, we discuss the models and the frameworks used in outstanding international and domestic enterprises. We believe that this case study can provide a good guide to many enterprises planning to adopt a RTE strategy for building competitive advantage in today's world of global competition.

• Korean Journal of Child Studies
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• v.31 no.3
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• pp.161-181
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• 2010

This study reviews policies related to children's play which are being implemented by the UK at a national level from 2008 to 2020. The Department for Children, Schools, and Families, in cooperations with other central government departments and professional organizations, are developing and implementing the strategy. The purpose of the strategy is to improve play opportunities for all children and young people in England by raising the value and status of play in every community. This study examines the strategy by focusing on firstly, the purpose, vision, and steps to be undertaken; secondly, the methods used and the participating organizations; and thirdly, the legal, social, and academic basis upon which the strategy is founded. By way of conclusion, the researcher argues that we need to consider and learn from the case of the UK to come up with desirable polices for children's education and well-being.

• Journal of the military operations research society of Korea
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• v.24 no.1
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• pp.98-109
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• 1998

This study develops a maintenance strategy for a reparable 2-unit standby system. The maintenance strategy implies the waiting time to call the repair facility when the unit-1 fails. Almeida and Souza set up the multi-attribute utility function consisting of system availability and repair cost for several maintenance strategies and decide the optimal maintenance strategy that maximize the expected value of the utility function. We decide the optimal maintenance strategy satisfying the following two criteria about the utility function : maximum variance using Almeida and Souza's utility function. It both criteria are not satisfied at the same time for every strategies, the strategy maximizing the lower confidence limit for expected utility function is regarded as an optimal one.

• The Transactions of The Korean Institute of Electrical Engineers
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• v.59 no.7
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• pp.1226-1231
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• 2010

This paper looks at the influence of Financial Transmission Rights (FTRs) on the market value(Social Welfare; SW) in the competitive electricity market. The transmission line constraints make it difficult to compute the Nash Equilibrium (NE) due to causing a mixed strategy NE instead of a pure strategy NE. Computing a mixed strategy is more complicated in a multi-player game. The aim of this paper are to compute a mixed strategy NE and analyze SW in power transaction with FTRs. This paper introduces a formula and a technique for solving NE of multi-player game with FTRs. In addition, it analyzes the influence of holding of FTRs by generation company on SW and it proposes the SW at NE is influenced by Power Transfer Distribution Factor (PTDF) where holder of FTRs are located. The assertion is verified by calculating the mixed strategy utilizing the Cournot model widely used for studies on FTRs.