• Proceedings of the Korean Operations and Management Science Society Conference
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• 2000.04a
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• pp.637-640
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• 2000

인터넷 상에는 많은 전자 쇼핑몰들이 개설되어 있고 계속해서 빠른 속도로 증가하고 있다. 전자 쇼핑몰들이 증가함에 따라 동일한 품목과 동일한 소비자 계층을 대상으로 하는 경쟁적 쇼핑몰들이 증가하는 추세에 있다. 이러한 환경 속에서 다른 전자 쇼핑몰들에 대한 우위를 점하기 위해서는 효과적이고 차별적인 마케팅전략이 절실하게 요구된다. 그러한 전략의 한 가지로서 소비자에게 적합한 상품을 추천하는 쇼핑몰이 등장하게 되었다. 그러나 대부분의 쇼핑몰은 아직까지 소비자와 상품의 연관성을 찾아서 소비자에게 유용한 정보를 제공하는 방식을 쓰지 않고 있다. 따라서 이 논문에서는 고객과 제품에 관한 정보를 기반으로 소비자의 구매의사 결정 패턴을 고려하여 가장 고객에게 적합한 상품을 추천해 주는 3차원적 모델을 제시하고, 모델 구성에 필요한 3차원 속성(제품 특성, 소비자의 유형, 구매의사결정 유형)의 분류에 대하여 연구한다.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2006.05a
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• pp.226-234
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• 2006

기업 활동의 근간을 이루는 비즈니스 프로세스들을 투명하게 관리하고 통제하기 위해 국내외 많은 기업들이 비즈니스 프로세스 관리(BPM: Business Process Management) 시스템을 도입하고 있다. 본 논문에서는 프로세스 모델링 및 표기법 측면에서 BPMN(Business Process Modeling and Notation), 프로세스 실행과 운영 측면에서 BPEL(Business Process Execution Language), 모니터링과 통제 측면에서 BPQL(Business Process Query Language)을 표준의 개요와 표준화 현황을 제시하였다. 또한, BPM 솔루션 공급업체들의 유형을 분류해 보고, 각 공급업체 유형별 장단점 분석을 기초로 BPM 표준을 자사 솔루션 개발에 적용하고자 하는 기업들에게 유용한 표준 도입 전략을 제시하였다.

• Proceedings of the Korea Society of Design Studies Conference
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• 2004.10a
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• pp.54-55
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• 2004

• CRM연구
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• v.3 no.2
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• pp.43-68
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• 2010

One of the recent research trends that universities are increasingly adopting the concept of 'customer' and the customer-oriented strategy has urged us to research enterprise-wide CRM strategy adaptable to university administration. As the first step of CRM strategy for university management, we try to validate the difference of CRM strategic factors among university types. Drawing upon both CRM process and customer equity drivers, which have been recognized as core frameworks for CRM strategy, we developed those survey instruments adoptable into university industry, and validated statistically-significant difference among 12 types of university group constructed by the levels of university evaluation and the location of the universities. We collected 261 responses from 177 universities from all over the country and analyzed the data to see the levels of CRM processes consisting of customer acquisition, retention, and expansion, and customer equity drivers consisting of value equity, brand equity, and relationship equity by using multivariate ANOVA(MANOVA). The result confirms the explicit differences of the levels of CRM processes and customer equity drivers between the groups by university evaluation levels(high/middle/low). However, the analysis failed to show the significant differences of those between the group by university locations(the capital/the suburbs/the six megalopolises/other countries). More specifically, the level of activities for customer acquisition and retention of the universities in the higher-graded group are significantly different from those in the lower-graded group from the perspective of CRM process. In terms of customer equity drivers, the levels of both brand equity and relationship equity of the higher-graded group are significantly higher than those of both middle and lower-graded group. In addition, we found that the value equity between the higher and lower-graded groups, and the brand equity between the middle and lower-graded groups are different each other. This study provides an important meaning in that we tried to consider CRM strategy which has been mainly addressed in profit-making industries in terms of non-profit organization context. Our endeavors to develop and validate empirical measurements adoptable to university context could be an academic contribution. In terms of practical meaning, the processes and results of this study might be a guideline to many universities to build their own CRM strategies. According to the research results, those insights could be expressed in several messages. First, we propose to universities that they should plan their own differentiated CRM strategies according to their positions in terms of university evaluation. For example, although it is acceptable that a university in lower-level group might follow the CRM process strategy of the middle-level group universities, it is not a good idea to imitate the customer acquisition and retention activities of the higher-level group universities. Moreover, since this study reported that the level of universities' brand equity is just correlated with the level of university evaluation, it might be pointless for the middle or lower-leveled universities if they just copy their brand equity strategies from those of higher-leveled ones even though such activities are seemingly attractive. Meanwhile, the difference of CRM strategy by university position might provide universities with the direction where they should go for their CRM strategies. For instance, our study implies that the lower-positioned universities should improve all of the customer equity drivers with concerted efforts because their value, brand, and relationship equities are inferior compared with the higher and middle-positioned universities' ones. This also means that they should focus on customer acquisition and expansion initiatives rather than those for customer retention because all of the customer equity drivers could be influenced by the two kinds of CRM processes (KIm and Lee, 2010). Surely specific and detailed action plans for enhancing customer equity drivers should be developed after grasping their customer migration patterns illustrated by the rates of acquisition, retention, upgrade, downgrade, and defection for each customer segment.

• Proceedings of the Technology Innovation Conference
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• 2009.02a
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• pp.583-604
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• 2009

최근 제조 기업들의 가장 큰 화두 중 하나는 제품과 서비스의 통합이다. 그간 제품과 서비스 통합과 관련한 다양한 개념들이 제시되어 왔으나, 정의 및 유형에 대한 보편적인 프레임워크가 존재하지 않는다. 본 연구에서는 제품과 서비스의 통합에 관련된 다양한 개념들을 아우르는 포괄적인 용어 (umbrella term)로써 통합 제품-서비스(integrated product-service: IPS)를 제시한다. 기존 문헌 연구를 통해 IPS 관련 기존 개념들을 개괄하고, 이들을 Product/service fusion과 Product/service Convergence의 두 가지로 분류한다. 다음으로 IPS를 유형화하기 위한 분류체계(typology)로써 IPS 큐브(cube)를 제시한다. IPS 큐브는 통합의 형태(pattern), 원천(origin), 기술(technology)의 세 가지 차원으로 구성되며, 각 차원이 모두 세 가지 유형으로 구분되기 때문에, IPS 큐브는 27개의 셀로 이루어진 정육면체 형태를 띤다. 각 셀은 고유한 IPS 유형을 나타내며, 각 셀에 해당하는 실제 IPS 사례들이 제시된다. 본 연구에서 제시한 IPS 큐브는 유형별 IPS 개발을 위한 전략, 프로세스, 방법론을 개발하는데 있어서 유용한 시사점을 제공해줄 수 있다.

• Information Systems Review
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• v.4 no.1
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• pp.131-143
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• 2002

Numerous types of SIS (Strategic Information Systems) have been developed based on certain strategic frameworks. This paper reviews those traditional SIS frameworks, and points out the ignorance of customer-orientation. Also, this paper addresses a new SIS framework based on customer-orientation: i.e., transaction visibility. This paper proposes that computer systems can increase customer value by changing visibility in transactions with customers. Relevant cases are also presented for sake of clear understanding of this new framework.

• Journal of Service Research and Studies
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• v.7 no.4
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• pp.151-164
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• 2017

This study aims to explore the effect of quality factors and learning styles on users' satisfaction in the use of business simulation tools in business education. For this purpose, statistical methods such as reliability test, factor analysis, ANOVA, regression analysis were carried out using the survey data from university students. The quality factors of education using simulation were classified into contents, education environment, interpersonal activities, and instructor support while learning styles were classified into proactive, self-directed, environmental-dependent, and passive styles. The results showed that each quality factors of education using business simulation had a strong positive effect on user satisfaction. Proactive and environment-dependent group had higher satisfaction than other groups. Learning styles had moderating effects on the quality-satisfaction relationship, and the direction and degree varied depending on the quality factors and learning styles. Theoretical and practical implications were drawn from these findings.

• Journal of Industrial Convergence
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• v.21 no.1
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• pp.33-42
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• 2023

This study tried to suggest the most effective advertising copy strategy according to the value type of cosmetic brands. For this purpose, an experimental study was conducted using a 3(brand value) × 3(copy type) factorial design. The research results are as follows. First, in the case of luxury brands, monologue-type copy showed the highest advertising effect (advertising attitude and purchase intention). Second, in the case of premium brands, solicitation-type copy showed the highest advertising attitude. However, there was no significant difference in purchase intention.. Third, in the case of the scalpel brand, the interactive copy showed the highest advertising effect (advertising attitude and purchase intention). These results provided the theoretical basis that it is effective to differentiate and use the copy type according to the value type of the cosmetic brand, and it will be used in the copy strategy for practitioners who produce cosmetic advertisements.

• Information Systems Review
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• v.21 no.4
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• pp.125-141
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• 2019

With the advent of deep learning technology, which is represented by AlphaGo, artificial intelligence (A.I.) has quickly emerged as a key theme of digital transformation to secure competitive advantage for businesses. In order to understand the trends of A.I. based digital transformation, a clear comprehension of the A.I. business ecosystem should precede. Therefore, this study analyzed the A.I. business ecosystem from the multi-actor network perspective and identified the A.I. platform strategy type. Within internal three layers of A.I. business ecosystem (infrastructure & hardware, software & application, service & data layers), this study identified four types of A.I. platform strategy (Tech. vertical × Biz. horizontal, Tech. vertical × Biz. vertical, Tech. horizontal × Biz. horizontal, Tech. horizontal × Biz. vertical). Then, outside of A.I. platform, this study presented five actors (users, investors, policy makers, consortiums & innovators, CSOs/NGOs) and their roles to support sustainable A.I. business ecosystem in symbiosis with human. This study identified A.I. business ecosystem framework and platform strategy type. The roles of government and academia to create a sustainable A.I. business ecosystem were also suggested. These results will help to find proper strategy direction of A.I. business ecosystem and digital transformation.

• Journal of Technology Innovation
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• v.31 no.2
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• pp.135-172
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• 2023

When discussing a company's technology management, manufacturing companies' innovation strategy is vital because it is connected to each company's competitive advantage in various ways, such as technology acquisition, R&D, and product innovation. The research on manufacturing companies' innovation strategies has been studied in various ways, such as performance and resources for innovation; however, very little research has been done to synthesize existing research outcomes. In this study, we conduct a systematic literature review of 51 articles related to manufacturing companies' innovation strategies. By doing so, we synthesized the results of extant studies based on three perspectives: the research target, the research focus, and the types of innovation strategies. In addition, I derived the unique properties of the research on manufacturing companies' innovation strategies. The analysis indicated that Korea's research on manufacturing companies' innovation strategies had been unequally distributed. Based on this, we suggested research agendas for future research on manufacturing companies' innovation strategies.