• International Area Studies Review
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• v.14 no.2
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• pp.229-248
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• 2010

This study is intended to empirically investigate determinants of the degree of standardization vs. adaptation in global marketing programs for Korea firms. Our study has two main focuses. First, our study takes a global perspective instead of a binational, i. e., home vs. foreign perspective. Second, we accommodated two conflicting veiws - contingency and resource-based views in explaining determinants of global marketing strategy. As such determinants, we considered global market dynamism and complexity from a contingency view and global marketing assets from a resource-based view. Surveys were conducted with 128 Korean firms engaged in global marketing. Our study found that Korean firms with global assets tend to engage in highly standardized global marketing programs. On the other hand, global market dynamism and complexity did not show statistically significant relationships with the degree of standardization vs. adaptation. The findings suggest that a resource-based view may be more powerful than a contingency view in explaining global marketing strategies of Korean firms.

• Journal of Digital Convergence
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• v.18 no.11
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• pp.195-205
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• 2020

As the use of the Internet has become more common worldwide, digital marketing has gained a great weight as an advertising medium. Low cost and effective digital marketing tools include websites, eyes, blogs, search advertisements, online banners, mailings, YouTube, etc., which most companies around the world use one or more of them for digital marketing. I have. In this environment, global companies with more than one overseas subsidiary have become very interested in how to establish and implement digital marketing strategies. However, many studies have been conducted on the necessity of digital marketing and its implementation strategy, but there are no studies on specific implementation methods that can be applied in practice. Therefore, in this study, we intend to define digital marketing suitable for global SMEs, establish a promotion strategy model, and present a specific implementation strategy establishment planl. Through this, we intend to contribute to establishing a general-purpose SME global digital marketing strategy.

• Korea Trade Review
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• v.42 no.2
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• pp.251-276
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• 2017

The utilization of Digital and Social Network has become be a key success factor in business operations as information technologies evolve rapidly. This study is to identity the relationship between ICT & digital utilization, global orientation and export marketing capability in Korean SMEs. Survey data of Korean SMEs in south regional areas was collected and analyzed for empirical hypothesis test by PLS structural equation method. The key findings are as follows. First, ICT utilization such as SNS, homepage and online portal does not impact directly on export marketing capability. It means that SMEs would not still take advantage of utilization of social network availability. Second, ICT utilization has positive influences on global market orientation and global network orientation. Finally, both global market orientation and network have significant impacts on export marketing capability. In conclusion, global orientation has full-mediation effects on relationship between ICT capability and global marketing. This study provides evidences and some practical insights that digital utilization have indirect influences on global marketing through global markets and network orientation in Korean SMEs. In information technology era, ICT utilization will play an important role in the process of SMEs' internationalization. Therefore, for sustainable growth and survival SMEs should manage and intensify ICT capability more strategically as one of core competence. The value of ICT capability in SMEs would be depended on their strategic perspectives toward digitalization. Additional empirical research about digital capability based on larger sample will be needed.

• International Commerce and Information Review
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• v.16 no.5
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• pp.319-342
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• 2014

In this paper, we aim to advance our knowledge about factors influencing rapid globalization of firms in Korea. Through analysing empirically, this study focuses on the effect of technology competencies and marketing competencies and network in Korea rapid globalization. The subject of this study was foreign subsidiaries that entered in korea to expand their business overseas. This study are examined by the sample of 186 foreign subsidiaries operating in Korea. The empirical results from structural equation modeling and regression analysis. Our findings show that marketing competencies, technological competencies and network are key drivers of rapid globalization in Korea market. Meanwhile, we also find that marketing competencies related to overseas market development in B2C foreign subsidiaries and technology competencies related to overseas market development in B2B foreign subsidiaries. And it was revealed in the path analysis using AMOS model that the relevancy of the study model was higher for B2C foreign subsidiaries than B2B foreign subsidiaries and the explanatory power(statistic index) revealed to be 31.9% higher for B2C foreign subsidiaries than B2B foreign subsidiaries in the effect relation on the rapid globalization in Korea market. Company type (B2C/B2B) was revealed moderating factor on the rapid globalization. Our study confirmed that marketing, technological competencies and network of firms effects on the rapid globalization in Korea.

• Journal of Korea Society of Industrial Information Systems
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• v.12 no.5
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• pp.183-200
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• 2007

This study examines the relationships between typical anticipated benefit factors of introducing online business activities by traditional brick-and-mortar shipping and port logistics companies and their performance in marketing mix and global competitiveness. Three major benefit factors were derived including improved trust, information acquiring and limitation of offline business activities. The three empirically derived critical synergy factors were then used to examine how they improve the firms performance in marketing mix and global competitiveness. The results of structural equation modeling method show that the anticipated benefit factors significantly influence the firms' performance in marketing mix. Subsequently, marketing mix significantly influence the firms' global competitiveness. The results provide useful guidelines for the shipping and port logistics firms to develop appropriate marketing mix strategies to improve their global competitiveness.

• Asia Marketing Journal
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• v.13 no.4
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• pp.253-264
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• 2012

A growing number of Korean companies are trying to expand their business area into global market due to saturation in the Korean domestic market. Home shopping industry arriving on mature stage is faced with less growth recently. CJ O Shopping which is a top ranked home shopping company in Korea, has been showing meaningful performances by earlier moving to global market with thorough preparations. CJ O Shopping's global marketing strategy focused on asian countries including China, India, Vietnam, and Japan is going successfully, which enables top ranked on-line retailing company in asia as well as in Korea. CJ O Shopping effectively penetrated into overseas market with both core competence based on Korean home shopping model and rigorous preliminary study on target market. Especially shoppertainment (Shopping+Entertainment) that is unique feature of globally competitive Korean home shopping created huge differentiations in target market. Also choosing the influential local partner, sharing the business goals, and building the joint venture could make stable operations, thereby easily earning of well-established awareness from target consumers. A step ahead entry of competitors and intensive localization of CJ O Shopping's core competence for arriving safe in target market were additional key factors for global marketing success. We can extract above key factors for success as implications of case study on CJ O Shopping's global marketing, and expect those factors to be spread into lots of Korean companies and utilized as successful strategies for global marketing.

• The monthly packaging world
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• s.314
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• pp.104-106
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• 2019

• Korea Trade Review
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• v.42 no.2
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• pp.77-96
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• 2017

This paper attempts to analyze the influences of Korean global retailer's service marketing mix on local customers' satisfaction and their loyalty behaviors. Based on a literature review, three hypotheses are putting forward. The data from 139 customers in Weihai, China were used to test these hypotheses. This paper used Structural Equation Modeling to identify the relationship among the service marketing mix, the customer satisfaction and the customer loyalty behaviors. According to the empirical analysis, this study showed satisfactory data-fit of the proposed model and supported two of the three hypotheses. The empirical results indicated that the service marketing mix factors except the promotion factor take significant effect on the local customer satisfaction, and this in turn have influence on the customer loyalty behaviors. The result shows that Korean global retailers will need to leverage service marketing mix strategically when entering China. Practical implications of these findings needs to be considered for the global retailer to establish an effective marketing strategy.

• Photonics industry news
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• s.68
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• pp.12-17
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• 2012

글로벌 마케팅 '총력전' 광주 광관련 기업들이 해외시장 개척에 안간힘을 쏟고 있다. LED 불황이 장기화되고 있는데다 기존 조명에 비해 현격히 높은 가격 부담이 발목을 잡아 국내 시장에서는 수요가 거의 발생하지 않기 때문이다. 당초 예상보다 LD시장의 개화가 더뎌지고 있고 유럽 금융위기 등 각종 악재로 전세계적인 경기불황이 나타남에 따라 공급계약이 취소되는 등 시장도 위축도고 있다. 이에따라 기업들은 유럽시장과 일본, 미국, 동남아 등 해외시장 개척에 사활을 걸고 있다. 광주시와 한국광산산업진흥회는 중소기업 판로개척을 위해 '광산업글로벌마케팅지원사업'을 추진중이다. 온실가스 절감이 화두로 제기된 유럽시장과 FTTH 바람이 불고 있는 미국과 중국 등이 주요타깃이다. 광주지역 360곳의 기업들이 수요조사와 LED, 광통신, 광융합제품 기술시장동향을 꼼꼼히 파악해 매년 20명 규모의 무역 사절단을 파견하고 있다. 실제 초이스라이텍, 고려오트론, 포토닉스트레이드그룹, 인탑스LED는 지난달 21일부터 30일까지 스페인, 체코, 독일을 잇따라 방문해 신흥시장 개척에 나섰다.

• Asia Marketing Journal
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• v.9 no.3
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• pp.187-208
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• 2007

본 사례는 국내 최대 화장품 기업인 아모레 퍼시픽의 프리미엄 한방화장품인 설화수 브랜드의 탄생과 발전과정을 소재로 하고 있으며, 설화수의 브랜드 정체성 확립 전략과 글로벌 전략에 대해 다루고 있다. 설화수는 아모레 퍼시픽의 오랜 생약 화장품 연구의 결과로 탄생한 제품으로 현재 한방 화장품시장의 60%를 차지하고 있는 시장지배자일뿐 아니라 아모레 퍼시픽이 강력한 외국 기업들을 제치고 1위의 프리미엄 화장품 공급자로 등극하게 한 일등 공신이다. 설화수 브랜드는 시의 적절한 제품 컨셉과 탁월한 브랜드 정체성 확립으로 오늘과 같은 위치에 이를 수 있었으며, 문화 마케팅이라는 설화수의 브랜드 정체성과 잘 조화된 전략을 통해 후발 경쟁자들과의 간격을 더욱 크게 벌려 놓았다. 국내의 경쟁과 성공에 안주하지 않고, 글로벌 전략을 선택한 아모레 퍼시픽은 아시아 권을 중심으로 세계시장에서 괄목할 만한 성장을 이루었으며, 더 나아가 설화수는 아모레 퍼시픽의 프리미엄 브랜드로의 포부를 담고 2004년 홍콩에 진출한다. 잘 준비된 브랜드 구축 계획과 4P 전략으로 초기 안정된 시장안착을 달성하고 빠르게 성장하고 있는 설화수이지만, 국내와는 다른 낮은 경쟁기반과 국내에서 성공한 전략의 실행여부 등 새로운 도약을 위한 고민이 계속되고 있다.