• Title, Summary, Keyword: Strategic Orientation

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QFD와 PCSI 지수를 이용한 전략 마케팅 구축 (Integrating QFD and PCSI Index in Strategic Marketing)

  • 임성욱
    • 한국품질경영학회:학술대회논문집
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    • pp.38-45
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    • 2006
  • To be competitive, long-range planning and customer satisfaction must be integrated into the company's strategic management objectives. In order to deal with this challenge, an organization must develop an effective marketing policy. It should take into consideration the needs and demands of customers and business strategy. Many companies want to develop a strategic planning framework for policy marketing. And they think that an effective marketing policy must be based on the principles of quality attributes and customer orientation. This paper proposes an integrated approach Kano Analysis, quality function deployment, Potential Customer Satisfaction Index to choose strategic marketing.

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Dynamics of Global Distribution after Initial Entry

  • Park, Young-Eun
    • 유통과학연구
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    • v.15 no.12
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    • pp.5-19
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    • 2017
  • Purpose - This study involves the following questions: "Does internalization theory fully explain reality?" and "Which additional factors may add extra value to the theory?" To answer these, this study divides market entry mode into two steps, initial and subsequent and then, focuses on the subsequent distribution step; that is, the post-entry strategy after initial entry. In addition, this study relies on finding strategic orientations that affect the decision of post-entry into foreign markets. Research design, data, and methodology - To investigate this, this study examines 252 cases of Korean online games for each foreign market and the distribution mode at the product-team level. Results - The result shows that companies use different distribution strategies as a post-entry mode, like licensing, or joint distribution rather than exclusive distribution, through subsidiaries even if they already have wholly owned local subsidiaries which have enough experience and resources to select the entry modes among various types and then provide full commitment and control. Additionally, it finds that strategic orientation affects post-entry strategies differently. Conclusions - Therefore, this study is noteworthy and significant, as it practically extends the existing theories such as an internalization and distribution for decision making regarding the overseas expansion of entertainment businesses.

The Impact of Organizational Improvisation on Market Orientation

  • Kim, Seung-Ho;Shim, Joon-Sup
    • International Journal of Contents
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    • v.8 no.1
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    • pp.82-87
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    • 2012
  • Organizational improvisation, the convergence of planning and execution, has emerged as an alternative approach to the limitations in strategic planning. Organizational improvisation has a significant impact not only on organizational performance, but also on market orientation, which has emerged as a key issue in the field of technology commercialization. This study investigates both the effect of organizational improvisation on market orientation, as well as the effect of environmental turbulence and time pressure on organizational improvisation. Results show that organizational improvisation has a positive influence on market orientation, with a stronger effect on the diffusion of market information. This is greatly impacted by environmental turbulence and time pressure. As a result, promoting competencies in organizational improvisation at the corporate level is suggested as a significant means to enhance market-oriented organizational innovation.

항공사 객실 승무원의 자아상태가 직무만족과 고객지향성에 미치는 영향 - 교류분석을 중심으로 - (The Effect of Flight Attendant's Ego State on Job Satisfaction and Customer Orientation -Focused on Transactional Analysis-)

  • 문지원;연지영;최정일
    • 품질경영학회지
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    • v.46 no.1
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    • pp.135-152
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    • 2018
  • Purpose: This study attempted to analyze how the ego state of flight attendants affects their job satisfaction and customer orientation using Berne's (1966) transactional analysis and further compare the difference between job satisfaction and customer orientation depending on demographic characteristics, position, and ego state. Methods: The data was collected by using the structured questionnaires to flight attendant of major airline companies. The proposed research model is tested using 164 valid questionnaires using SPSS 23 and Smart PLS 2. Results: This research indicated the only free child ego sate among ego state factors of flight attendant was found to have a positive impact on job satisfaction. In the relationship between ego states and customer orientation, all ego state factors were found to have a significant influence on customer orientation. Conclusions: The study offered a theoretical and empirical foundation for future research by empirically identifying the relationship between ego state factors and customer orientation in the in-flight service and suggested the strategic implications to increase job satisfaction and customer orientation based on the psychology and ego state of flight attendant.

중소기업의 기술지향성과 영향요인의 관계에 관한 연구 (A Study on Technological Orientation of Small and Medium-sized Companies and its Relationship with Influencing Factors)

  • 나상균
    • 대한안전경영과학회지
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    • v.12 no.1
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    • pp.169-178
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    • 2010
  • This study was motivated by the attempt to examine from versatile viewpoints the structural relationship between industrial environment, technology orientation and performances which are all factors related to technical innovation of small and medium-sized companies. In this regard, a survey was conducted to investigate the late industrial environment that could have direct and indirect impacts on the technology orientation of small and medium industry and, based on the survey, an analysis was carried out to determine the effects of its technology orientation on the performances in the technological innovation and management. The outcomes of the analysis could be summed up as follows: First, the factors of technology orientation turned out to have influence on those of industrial environment, which suggests the needs for the small and medium industry to consider the factors of industrial environment at multiple levels. Second, the technology orientation was found to influence the performances of technology innovation and management of small and medium industry in a structural manner, which signifies that the small and medium sized companies have to make strategic decision about the preference in the area of technology innovation and management performances.

공급사슬지향성과 거래공정성, 사회적 자본과 상생협력 공급사슬 간의 관계에 대한 연구 (A Study on Supply Chain Orientation and the Relationship between Trade Fairness, Social Capital and Win-Win Cooperation Supply Chain)

  • 박찬권;박성민
    • 한국SCM학회지
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    • v.17 no.2
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    • pp.31-45
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    • 2017
  • This study mainly aims to find out securing trade fairness according to supply chain orientation and the overall relationship between the establishment of social capital and win-win cooperation supply chain. For this, hypotheses between these research items were established and tested. The results are as follows. First, strategic supply chain orientation and structural supply chain orientation have a positive effect on process fairness, interaction fairness, and distribution fairness, which are the three factors of trade fairness. Process fairness, interaction fairness, and distribution fairness have a positive effect on social capital, and social capital was found to have a positive effect on win-win cooperation supply chain. The implications of this study are summarized as follows. First, this study suggested the importance of supply chain orientation to individual businesses. Second, enhancing supply chain orientation can ensure or guarantee trade fairness between businesses. Third, raising the level of trade fairness makes it possible to build social capital, which is an available resource in the supply chain relationship structure. Finally, it is suggested that securing social capital can finally help build and operate win-win cooperation supply chain.

터지털 시대의 병원경영전략 수립에 관한 연구 - 병원경영자의 경영개선활동에 관한 인식을 중심으로 - (Hospital Management Strategy in Digital Era)

  • 서영준
    • 한국병원경영학회지
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    • v.6 no.2
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    • pp.173-201
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    • 2001
  • This study purports to examine the current management and information technology related strategy of Korean hospitals and suggest the effective management strategy in the 21st century when is digital era. Specifically the study tries to analyze the changing trends of strategic orientation and investigate the general management and information technology strategy of Korean hospitals. Self-administered Questionnaires were distributed to 721 hospitals nationwide and finally 98 Questionnaires were analyzed for the study. The results of the study are as follows : 1) Half of the respondent hospitals reported that they have an analyzer orientation in 2000, whereas 19.4% were prospectors, reactors 16.4%, and defenders 14.3%. However, the respondent hospitals intended to have a prospector orientation in the future (2002), while 29.6% planned on being analyzers, 17.3% reactors, and 3.1% defenders. 2) Hospital services for improving patient satisfaction were the most common. strategy for the respondent hospitals, followed by cost containment, organizational restructuring, employee education, purchasing system change, specialization of clinical services, quality improvement of medical care, strengthening the networking with the stakeholders, public relations and marketing strategy, diversification, and installing the information system. However, the strategies of annual salary system, retrenchment of unprofitable services, merit payment based on performance were still not popular for the respondent hospitals. 3) As for the strategies related with information technology, most hospitals have not implemented actively, except for the establishment of home-pages, order communication systems, and insurance claims through electronic data interchange system. 4) There were significant differences in the level of strategy implementation in terms of the ownership, bed size, financial performance, and the top managers I knowledge of information technology. The larger bed size, the higher financial performance, the better knowledge of information technology the top managers have, the more strategies the respondent hospitals implemented. The managerial and political implications for Korean hospitals in digital era were also discussed.

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MIS 요인의 경력지향 유형과 직무만족 및 조직몰입간의 관계에 관한 연구 (A Study on the Relationship of the Major Career Orientation of Korean MIS Personnel, Job Satisfaction and Organizational Commitment)

  • 김익균;장윤희;이재범
    • Asia pacific journal of information systems
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    • v.9 no.4
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    • pp.163-179
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    • 1999
  • MIS personnel should not only be capable of developing technically sounded systems, but also act as the companion role of strategic management. For this reason, it is important to direct efficient human resource management for MIS personnel. For directing efficient MIS human resource management, this paper studies the relationship of major types of MIS career orientation, job satisfaction and organizational commitment based on the work area of MIS personnel, Based on the empirical analysis using questionnaires answered from MIS personnel of Korean public and private enterprises, the hypotheses of this study were proved. The result of this research shows most of the domestic MIS personnel tends to line up with technology and management favoritism for their career orientation. If an individual career orientation and his or her work area are matched, it presents higher job satisfaction. Furthermore, a group of management orientation shows higher organizational commitment than a group of technology arientation among MIS personnel with identical job satisfaction. Therefore, this study suggests that career orientation of MIS personnel affect the job satisfaction and organizational commitment. In the future, a career management system suitable to the MIS personnel should be developed to improve the effectiveness of MIS organization.

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Entrepreneurial Orientation and Export Performance of Emerging Market SMEs: The Moderating Role of Dynamic Capabilities in South Africa

  • ROBB, Charles;KIM, Eun-Mi;LEE, Jae-Woo
    • 유통과학연구
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    • v.18 no.12
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    • pp.15-29
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    • 2020
  • Purpose: Due to an ever more interconnected global commercial environment, the role of SMEs from emerging markets has attracted considerable attention in business literature of late. Reinforced by strategic management theory, this study builds on aspects such as entrepreneurial orientation and dynamic capabilities to construct and test a framework that focuses on exploring their associations with export performance. Research design, data and methodology: To contribute further towards a deeper understanding of these markets, the current study empirically tests a model using data collected from 225 exporting firms located throughout South Africa. Results: The results from the data analysis show that entrepreneurial orientation contributes significantly towards improving the performance of South African SMEs. Additionally, this study integrates three dynamic capabilities in the strategy-performance relationship to test their interacting effects on the correlation between entrepreneurial orientation and export performance. Further findings advocate support for relationship-based capabilities playing a moderating role between entrepreneurial orientation and the exporting performance of small and medium firms emanating from emerging markets. Conclusions: Findings provide substance to the argument that entrepreneurship, as a strategy-making process, leads to export performance in emerging nations. Especially, this study provides several suggestions as to how small and medium-sized organizations can develop their exporting performance based on the research findings.

금융기업의 시장지향성이 소셜미디어 마케팅 성과에 미치는 영향 (The Effect of Market Orientation on Social Media Marketing Performance in Korean Financial Institutions)

  • 노은직;김보영
    • 한국콘텐츠학회논문지
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    • v.14 no.5
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    • pp.332-346
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    • 2014
  • 본 연구는 국내 금융업의 시장지향성과 소셜 미디어 마케팅 성과 간의 영향관계를 분석하여 금융 마케팅 및 소셜 미디어 담당자들에게 구체적인 전략적 시사점을 제시하고자 했다. 이를 위해 Narver & Slater의 개념구조에 기초한 기업의 시장지향성이 마케팅 커뮤니케이션 실행수준을 통한 간접효과와 소셜 미디어 마케팅 성과로의 직접효과에 어떤 영향을 미치는가에 대한 연구 모델과 가설이 설계되었다. 연구 대상은 국내 금융회사 230개에 달하는 은행업, 증권업, 자산운용업, 카드업, 보험업의 소셜 미디어 담당자 대상으로 설문조사를 수행하였으며 102개의 유의미한 응답을 기반으로 분석이 이루어졌다. 결과적으로 금융회사의 고객 지향성, 경쟁자 지향성, 기능간 상호 협조는 마케팅 커뮤니케이션 실행 수준에 긍정적인 영향을 미쳤으며 소셜 미디어 마케팅 성과에는 마케팅 실행수준을 거쳐 간접적으로 영향을 주는 것으로 분석되었다. 반면, 시장지향성 중에서 경쟁자 지향성만 소셜 미디어 마케팅 성과에 직접적이며 타 개념보다 가장 큰 정(+)의 영향을 미쳤으나, 고객 지향성과 기능간 상호 협조의 효과는 통계적으로 유의하지 않은 것으로 분석되었다.