• Archives of design research
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• v.18 no.3 s.61
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• pp.139-148
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• 2005

Generally, the brand has its life cycle as the product has. This life cycle is classified into the stages; introduction, growth, maturity and decline. Since the brand is little different from that of the product's, we can find some differences when it applies to the brand. The most effective method to perceive the brand to the consumers is advertisement, therefore in the advertisement design, it is important to figure out the current stage in the brand life cycle and use the most ideal design strategy in that stage. This study suggests the concept of the brand life cycle and the most effective strategy in each stages of the advertisement design. In the stage of the brand introduction, we apply the 'What is it? Strategy' which introduces the brand itself. In the stage of the growth, 'How does it Differ from? Strategy' is suggested as the advertisement strategy emphasizing the positioning which shows its differential competitive advantages among brands because in this stage there are many competitive brands in the market. In the stage of the maturity, we focus on the 'What does it Convey of? Strategy' stressing on the delivery of brand's value to consumers as consumers they purchase the brand. Finally in the stage of the decline, 'What does it Stand for? Strategy' is suggested in order to emphasize the generation of brand's symbolical meaning rather than to emphasize it's attributes or benefits. Therefore the advertisement design needs the contingent ideal design strategy according to the stages of brand life cycle and the effective brand management through it.

• Journal of Korea Technology Innovation Society
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• v.20 no.4
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• pp.1212-1242
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• 2017

In this study, the effectiveness of the innovative company certification system, which is one of the important means of the SME innovation promotion policies, was examined in terms of technological innovation activity and performance. To this end, we used the results of 'SME Technology Statistical Survey' conducted by the Small and Medium Business Administration and the Korea Federation of Small and Medium Business in 2013~2015 to compare the innovative SMEs that have received the certifications such as Venture Certification, Innobiz Certification, and Mainbiz Certification with the general SMEs that did not. As a result, it was found that the innovative SMEs have comparative advantage in many detailed indicators related to the technological innovation activity and performance. However, the ratio of external use of R&D expenditure, the number of technology development attempts and the number of successes were not different according to the survey year, so it is necessary to strengthen the follow-up management of the system. On the other hand, the proportion of self-procurement R&D expenditure of the general SMEs was significantly higher than that of the innovative SMEs in all three-year surveys. Therefore, it is necessary to regulate the government funding for the innovative SMEs to be used as a complementary material, not as a substitute for their own R&D investment. In addition, the technological innovation activity and performance of a company were more influenced by the size of the company and the participating industry rather than by the certification, so it is necessary to consider it when establishing the technology innovation promotion policies.

• The Journal of the Korea Contents Association
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• v.8 no.2
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• pp.150-163
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• 2008

It is said that customers buy not products but brands embedded in their mind, so that they are used as a key tool of strong marketing strategy. The present paper is a study on service brand equity, on which much research has not been conducted. The purpose of the present study is to propose the way to manage service brand equity which is essential to gaining competitive superiority by examining the effect of the factors of marketing communication on it. The researcher presented a research model by inquiring into existing researches on marketing communication and service brand equity and set up a research hypothesis. Internet service was chosen as the subject of the study. The reason for this is that it is the most intangible and there is no difference in price and quality, so that it is actively being marketed. The present positive study verified the relation between the factors of marketing communication such as advertising, public relations, sales promotion, and word-of-mouth advertising and brand recognition, brand image, and brand loyalty. The results of the positive study are as follows. Advertising, sales promotion and word-of-mouth advertising had an effect on brand recognition. Public relations, sales promotion and word-of-mouth advertising had an effect on brand image. Brand image and brand recognition affected brand loyalty.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.11
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• pp.4296-4309
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• 2010

Globally Integrated Enterprise(GIE) has recently emerged as a popular concept in multinational enterprises(MNEs). In this paper, we use the AAA triangle in order to explain the degrees of adaptation, aggregation and arbitrage in IBM, P&G and NOKIA. The AAA triangle provides a basis for understanding GIE on the topic. This research also examines IT collaboration in order to provide practical guidance for implementation of AAA triangle. From the case study, several results are derived. First, we suggest a step-by-step approach for GIE to enhance global value creation with a situation. Second, we emphasize the importance of IT collaboration in process of introducing the AAA strategies. We believe that the issues we have raised in this paper will be useful to MNEs. In terms of the AAA triangle, this would be best thought of as a lateral shift to a new area of business, where the organization would have more of a competitive advantage.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.4
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• pp.614-623
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• 2017

The purpose of this study is to analyze the impact of the financial performance of regional public hospitals on their efficiency. In addition, the analysis of their efficiency using environmental factors, such as the market share, operating mode, and size of the regional public hospitals, as well as the factors influencing their efficiency, are selected by selecting the input and output factors of the hospitals and some differences were found between them. The DEA index and financial performance of the 31 regional public hospitals were calculated for the three years from 2012 to 2014. ANOVA and hierarchical regression analysis were used. As a result, there was a significant difference in their efficiency according to the environmental factors, such as the city scale of the regional public hospital, the number of hospital beds, and their business performance, productivity, and publicness. The medical profit margin (p<0.05), labor cost investment efficiency (p<0.05) and HHI (p<0.05) were found to affect the efficiency. In order to identify the inefficiencies of the regional public hospitals and increase their efficiency, it is necessary to measure the efficiency of the input resources and to reduce their cost. In addition, if the regional public hospitals were to provide specialized services, such as specialized functions of medical care that would give them a competitive advantage over private hospitals, their operational efficiency would be enhanced and they would be able to fulfill their role as public medical institutions.

• Korean Journal of Comparative Education
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• v.23 no.5
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• pp.19-52
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• 2013

This study describes and compares the systems of school internal and external evaluation in South Korea and Sweden. Since education environment over the world has been changing commonly toward 'improving quality of schools' in 'decentralization of education', the more stress goes to 'education evaluation'. In this respect, school evaluation becomes a vital means to monitor schools and improve their weaknesses, as well as to enhance their strengths by informing the public of the results of evaluation. The research explores the systems of South Korean and Swedish school evaluation carried out by internal and external inspectors in order to compare the differences of two countries through qualitative methods by analyzing documents and articles related to school evaluation of two countries. Even though both South Korean and Swedish education have a 'school evaluation system as a unit', the approaches to it vary in accordance with the contexts of each country. In this regard, 'convergence' of having the same education policy of 'school evaluation' and 'divergence' of different approaches toward evaluation systems in each country have been examined in this study.

• Journal of Technology Innovation
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• v.29 no.3
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• pp.63-90
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• 2021

Today, venture companies are increasingly important in that they play a key role in national economic growth. However, ICT venture companies are having great difficulties in securing a sustainable competitive advantage due to rapid environmental changes, and as one of the ways to solve this problem, they rely on the government's support policy. Accordingly, this study analyzed the effect of government support on management performance of ICT venture companies. For empirical analysis, the data from the 2016 ICT venture panel survey was collected, and 687 and 538 companies were selected to analyze the effect of funding and R&D support, respectively. Then, through propensity score matching, companies that received government support and companies with similar characteristics (control group) were compared and analyzed. As a result of the analysis, it was found that funding support had a significant effect on the growth potential of ICT venture companies, and R&D support had a significant effect on the stability of ICT venture companies. This means that there is a difference in management performance of ICT venture companies depending on the type of government support. Through this study, it was possible to confirm the effect of government's policies, and various support policies for specific purposes should be pursued to foster ICT venture companies. In addition, for the continued growth of ICT venture companies in the future, it will be necessary to consider package (technology, management, commercialization, etc.) support rather than individual funding support or R&D support.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.22 no.4
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• pp.441-456
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• 2021

Enterprise is focused on R&D innovative activities in order to achieve sustainable growth & secure competitive advantage. There are many factors that influence enterprise innovation performance, but enterprise innovation activities do not always have a positive effect. Therefore, this study analyzed the effects of on innovation performance, focusing on innovation acceleration factors and innovation hindrance factors. The research model analyzed 2,081 national manufacturing enterprises that responded to the 2016 Korean Innovation Survey (STEPI). SPSS 25.0 was used to perform reliability, feasibility, and logistic regression analysis. The results are as follows. First, innovation activities have positive effects on enterprise product and process innovation performance. On the other hand, government support had the opposite results. Second, the collaboration of technology showed a positive effect on product innovation performance, independent of innovation acceleration and hindrance factors. Third, innovation activities showed a positive effect on process innovation performance, regardless of the innovation acceleration and hindrance factors. Unlike prior studies limited to technological innovation, this study analyzed the attitudes of enterprises toward innovation acceleration and hindrance factors. This study is expected to contribute to establishing a strategy for reducing the failure and risk of innovation due to its findings on how innovation performance varies by groups.

• (The) Research of the performance art and culture
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• no.20
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• pp.95-128
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• 2010

'The Orphan of Zhao family(Zhaoshi-Guer)'is one of the famous Chinese drama constantly transmitted for a long time from Yuan Dynasty to Qing Dynasty. The plot of the play in the transmitting process has not been changed much, but added new characters or episodes. The Kunqu, one of the Chinese drama styles was characterized by graceful music and refined literature, being very popular among the gentry of Ming and Qing Dynasty. The 'Zhaoshi-Guer' play in 'chuanqi' style of the 'The Sixty Plays' collection, is called 'Ba-yi-ji', which was sung in Kunqu崑曲 stage. Because 'The Sixty Plays' collection was widely read throughout the late Ming and Qing Dynasty, the 'The Sixty Plays' version became the model of Kunqu lineage example and so it was in the case of "Ba-yi-ji". In the end of the Ming, new performing type of drama that is called as Zhe-zi-xi(折子戱) was appeared. Zhe-zi-xi refers to make only some pieces, not the whole. With the new form of performance appeared many of the selected texts of plays have come out including 'Zui-bai-qiu'. Through the comparison between the pices of two Kunqu version, 'The Sixty Plays' and 'Zui-bai-qiu', I tried to observe the charisteristics of the Ba-Yi-ji performance of Qing dynasty. The latter succeded the former, but more performance oriented, such as using lively and easy word with the acting direction intensified and comic characters.

• Journal of Popular Narrative
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• v.27 no.1
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• pp.99-130
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• 2021

This paper examines printed materials such as weekly newsletters and leaflets issued by Dansungsa, a movie theater in Colonial Korea for a promotional purpose as independent modern media. During the 1920s and 1930s, in tandem with the development of the incipient printing houses in Namchon, Gyeongseong, including Suyeongsa, Dansungsa published promotional prints including weekly newsletters and leaflets in a serial manner to compete with Joseon-gukjang and Umigwan. As these materials contain various information including movie programmes, spectatorship, distributional channels, and promotional strategies that bears witness to theater culture of this time, this paper focuses on the dynamics where not only text and image but also audiences and filmic texts are mediated one another. To this end, the paper has three objectives. First, I argue that weekly newsletters and leaflets can be considered as 'flickering media' that meddles in text and image culture. Second, Dansungsa's promotional prints interpellated film audiences as a loyal fan group while mediating audiences and filmic texts. In doing so, I suggest that these print materials established its own cultural domain differentiated from filmic culture itself. Third, these ephemeral materials contributed to narrowing the gap between colonial Joseon and the World in its imaginary geography through the function of mediation.