• Korean journal of communication and information
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• v.56
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• pp.237-256
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• 2011

The goal of this study is to examine consumers' cognition for the corporate social responsibility(CSR) and opinion to practical use of CSR on advertising (ex. corporate PR) in situation that CSR is treated with long-term and continuous activity in strategic marketing. The results of survey in this study are, first, the best effective method of CSR to introduce is TV or radio program placed first, internet came second, and followed by advertising. But the cognition process of CSR is internet palaced first in frequency. Thus it is very important to use of new media as a internet with regard to CSR. Second, respondents have thought positively about CSR and to practical use of CSR on advertising. But respondents answered that CSR is not enough though it's importance. Therefore marketers of companies is needed to transfer direction of CSR accord with consumers' liking and taste. Third, consumers have recognized that CSR in connection with characteristics core business of the companies. It is, image of company is not detached with CSR, more effective that CSR reflected characteristics of the company. Fourth, consumers have thought to active for CSR that the companies they like. Finally, these results are showed that is important brand management and corporate image management in strategic and macroscopic level include CSR.

• Electronics and Telecommunications Trends
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• v.27 no.4
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• pp.29-39
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• 2012

이 논문에서는 ICT(Information and Communications Technologies) 신기술 산업 발굴 추진 시 적용할 수 있는 신기술 발굴 육성 모형과 성장산업으로서 지속적인 유지를 위해 필요한 활동의 프레임워크를 제안하였다. 미래 신성장 기술에 대하여 대상 기술의 발굴, 기획 시부터 산업화에 이르기까지 전체 프로세스에 대하여 전략적 추진이 가능하도록 하는 구성 항목과 프레임워크를 제시하였다. 이를 위해 신기술 산업에 대한 기본적 개념과 기술혁신적 특성, 기술 성장 모형, 신기술 산업 성장 모형으로서 기능에 대하여 설명하였다. 또한 신기술이 성장산업으로 육성될 수 있도록 추진 시 필요한 활동과 구성 요소들의 프레임워크와 육성정책 추진 시 필요한 각각의 주요 관점과 고려사항들을 제시하였다.

• (The) Korean Journal of Advertising
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• v.27 no.8
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• pp.59-90
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• 2016

Consumers demand that corporates fulfill their social responsibility by exerting influence over not only economical values but also social values in markets. Given such a social mood, most corporates are actively engaging in Corporate Social Responsibility(CSR) activities, and marketing scholars continue to study the effects of such CSR activities. Numerous such studies examined the relationship between CSR activity and brand equity. Moreover, virtually, a majority of these studies focused on consumer responses to CSR activity from an individual brand perspective. In a situation in which brand management must consider the spillover effects of brands, firms holding various brands should consider these spillover effects when they establish CSR activity strategies. Therefore, we examine the effects of CSR activity using a comprehensive approach that considers the hierarchy of brands. Additionally, we develop a new perspective on fit that has been used as a major influence on the effects of CSR activity. We argue that the mixed results of the impact of fit regarding the effect of CSR activities is attributed to the influence of connections among brands based on the hierarchy of brands. We then examine the effect of two types of CSR activity strategies that reflect the relativity of fit. The results reveal that there was no difference in impact of the two strategies based on unique roles and traits of corporate brand and effects of low fit. Also, we found that the corporate brand focused strategy creates a greater change in consumers' attitudes than does an individual brand focused strategy in the case of a particular brand. This finding is meaningful because it indicates that a hierarchy of brands may relatively reduce the impact of the role of fit, unlike general arguments from previous related research. Second, the spillover effects from the CSR activities of individual sub-brands belonging to the same corporate brand were confirmed. Therefore, we clearly verified the role of the hierarchy of brands. Although both strategies cause changes in consumer attitude toward brands engaged in CSR activity, overall, a corporate brand focused strategy turned out to be more effective than an individual brand focused strategy because of the spillover effects of brands. Third, this study verified the effect of a corporate brand focused strategy through a moderating effect analysis of the degree of association between individual brands and corporate brand. Given these results, we identified a moderating role in the degree of association and the changes in consumer attitudes toward both main brands engaged in CSR activities and other different individual brands, which were caused by the spillover effects of brands. Finally, this study addresses implications and limitations.

• Journal of Korea Technology Innovation Society
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• v.21 no.1
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• pp.92-129
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• 2018

In general, a technology and innovation strategy has been established first. Then, the technology and innovation activities are conducted accordingly. The literature on the technology management process points out that the technology and innovation activities exist in some sequences, nonlinear or linear pattern. However, it is also argued that a certain technology and innovation activity can be occurred or disappeared at certain timing. In this paper, it has been analyzed and clarified how the technology and innovation activities are performed and working together with the technology and innovation strategies in certain context especially when the handset market moves from feature phone to smartphone during a last decade. Empirical results show that the starting point of the technology and innovation activity changes according to the technology and innovation strategies. And, technology innovation activities exhibit multi-layer architecture types. It is confirmed that technology and innovation activities follow a specific pattern. However, if there are some changes in the technology and innovation strategy due to the external environment change, some technology and innovation activities can be skipped because the priority of the technology and innovation activities would be changed. If the firm which has the strategy type of 'innovators' fails to adapt to the fast changing external environment and has the inadequate technology and innovation activities, it is required to change the technology and innovation strategy. It will have a huge impact on the firm's survival.

• The Journal of Information Technology
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• v.2 no.1
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• pp.163-175
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• 1999

Technological innovations is a main source of competitive advantage and at the same time, it needs great investment to achieve it. So in the back of many successful firms, always there is great technological innovation and much investment to achieve it. But investment in technological innovation does not always give good performance. In this paper according to the technological innovation model presented by Abernathy and Utterback(1975), the relationship between technological innovation and manufacturing strategy/ manufcaturing activity is testified by domestic firms empirically. The ultimate purpose of this paper is to prepare for basement of normative research on technological innovation to improve firm performance.

• Journal of Korea Port Economic Association
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• v.24 no.4
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• pp.1-23
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• 2008

In order for Busan New Port to secure more trading volumes than the competing ports at home and abroad, an alternative plan for the new port management policy needs to be sought. By the way, aiming to minimize trial and error while maximizing effect in establishing and driving the new port management policy, there is necessity of referring to the developmental strategies of the advanced ports such as Singapore and Hong Kong that are possessing the globally leading position as well as maximizing the substantial value added and the employment-creation effect even qualitatively. Accordingly, the purpose of this study is to propose for a reasonable development strategy for Busan New Port in line with conditions and characteristics of Busan New Port by comparing and analyzing conditions and characteristics of these two advanced ports and by comparative analysis on the developmental strategy according to this.

• Information and Communications Magazine
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• v.32 no.1
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• pp.53-61
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• 2014

2015년도에 한국정보통신기술협회(TTA)는 표준의 보급 확산 활성화, 사실 표준화 기구에 대한 대응 활동강화, 국민 편익형 표준화의 본격추진, 중소기업에 대한 표준 지원활동 강화를 주요 목표로 삼고 이를 추진하기 위한 표준화 전략을 수립하였다. 이러한 목표를 달성하기 위한 세부 전략으로는 표준의 경제적 효과 분석, 국민 편익/생활 밀착형 표준화 본격추진, 기 제정된 TTA 표준의 Use Case 세부 조사 분석, 사실표준화기구에 대한 대응체계구축, 중점 표준화 분야와 적합성/인증연계, 표준보급활동 강화를 위한 맞춤형 표준설명회 개최 및 표준해설서 개발, 중소기업을 지원하기 위한ICT 표준화 사이버 지원센터 운영 등의 전략을 수립하였다.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.177-178
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• 2019

논문은 국내 모바일 과학기술 영상 콘텐츠의 활성화를 위해 과학기술 관련 유튜브 채널의 글로벌 선도그룹의 유형과 스토리텔링 전략을 분석하였다. 구독자 순위를 기준으로 상위 22개의 채널을 맥락과 활동에 따라 3개 유형으로 분류하고, 이 중 언어사용이 적고 역동적 볼거리를 제공하는 활동 중심의 채널들을 다시 4개의 세부 유형으로 나누었다. 4개 유형을 중점으로 스토리텔링 전략을 분석하여 킬러콘텐츠 제작 시 고려할 시사점을 도출하였다.

• 대학교육
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• s.163
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• pp.18-25
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• 2010

• TTA Journal
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• s.170
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• pp.108-109
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• 2017

인간은 왜 모여서 살까? 서로가 필요하기 때문이다. 혼자 모든 것을 다 하면서 살 수는 없다. 개인의 경제활동이 그러한데 기업의 경제활동도 마찬가지다. 서로 경쟁할 때가 많지만 경쟁사끼리도 때로 손을 잡아야 할 때도 있다. 서로 서로 좀 더 큰 이익을 창출해 나누기 위해 손을 잡는 '전략적 제휴'는 예전부터 있어왔지만, 이제 기업환경은 일시적 제휴가 아닌 지속적 성장 가능성을 내다본 협업이 대세다.