• 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.

• Cartoon and Animation Studies
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• s.36
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• pp.121-145
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• 2014

Operating under the principle of user-benefit maximization and democratic user-control, cooperatives are being spot-lighted as a business model satisfying the various social, financial needs. In Korea, the Law of Cooperative was enacted as of December 2012, which has enabled the establishment of cooperatives in variety of industry fields. This study is to discuss the expected effect and validity of marketing cooperative as a solution for insufficient sales revenue in international distribution of Korean animation. The interviews with Korean animation studios found out the key problems of overseas distribution, which are; 1) lack of marketing expertise and weak organization, 2) lack of ancillary rights exploitation due to the deals based upon all rights package with the broadcasters who are not interested in ancillary business, 3) lack of localized marketing support in each territory. The solution for these problems takes large and long-term marketing investment and it is far beyond the capabilities of small Korean animation studios. Marketing cooperative can provide services not available otherwise such as in-depth market research which will help the improvement of international marketing expertise. Also. as the cooperative carries enough volume of animation catalogue, it can increase negotiation power satisfying the various needs of buyers. Also, it can provide the precise marketing support for each territory by integrating every process of value chain, from TV broadcasting, merchandising, and digital media platform. Above all, a clear benefit of marketing cooperative is that, because of its user-benefit and user-control principle, the principal-agent problem can be minimized while it maximizes the profit for member studios.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.5
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• pp.501-512
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• 2011

This study examines the possible differences in satisfaction level according to the attributes classified as product, price, and service among women apparel consumers with the experience of buying global and domestic SPA brands. Data were collected through a survey of 270 women consumers aged 20s and with SPSS 15.0. The results are as follows: The exploration of the difference in product, price, and service attributes between the global and domestic SPA brands revealed that for product attributes, domestic brands scored higher in management quality, while global brands scored higher in design. In addition, for price attributes, domestic brands scored higher in promotion, while global brands scored higher in price value. When it comes to service attributes, only in regards to store policy was there a significant difference, with the score of global brands higher than domestic brands. The analysis of the difference in shopping orientation on domestic SPA brands showed significant difference only in customer convenience for the category of service attributes, while on global SPA brands, there were significant differences of the design for product attributes, promotion for price attributes, and customer convenience for service attributes.

• Journal of Fashion Business
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• v.26 no.2
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• pp.48-66
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• 2022

This study aimed to investigate and analyze the overall color utilization characteristics as design elements of advanced men's premium outer brands. From the analysis of a total of 889 color samples, PB showed the highest distribution in color, Bk, R, and P. The use of ltg and p of high and low chroma was high, centering on dkg of low value and low chroma, and g of medium chroma. The men's premium outer brand displays a luxurious color image centered on color planning due to color contrast between dark and grayish shades. The characteristics of colors and color distribution by brand were considered. The brands that utilized the most diverse colors and shades were Herno, which pursues sportswear of the Elegance image, and Stone Island, which pursues casual images of workwear style. These results show that systematic planning using colors and shades are utilized by all premium outer brand concept. The results of this study are meaningful because they can be used as basic data for effective product planning, men's outer design development, and color planning of outer clothing brands are they represent premium outer brands for men, and identifies color characteristics as differentiated design elements.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.20 no.1
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• pp.65-71
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• 2016

The cyber world is organically alive. It continues to evolve as humans interact with it. Real life and virtual reality are directly or indirectly connected through technology at the network terminal. Branding, in the cyber world, is created by BI(Brand Identity), using designed symbols and logotype developed with digital technology. The objective of this study is to improve the brand value of enterprises and organizations through the use of moving images to adapt to the mobile environment in this rapidly changing cyber world. First, the basic concepts of brand identity, structure, and integrated brand identity were studied. Next, case studies of overseas enterprise branding such Swisscom, HP, BBC were analyzed examining their design concepts and implementation of integrated moving brands. Finally, moving brand identity is explored, for value enhancement, in my projects in ACM SIG CHI 2015, HCI Korea 2014, Aegis Ship 'Yulgok YiYi.' with a discussion of design planning and results. This treatise will contribute to the improvement of brand strategy and design in this country.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.127-137
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• 2021

YouTube beauty content channels that utilize various topics and formats are undergoing quantitative and qualitative expansion. This study selected the top five channels represeting major domestic and foreign beauty brands, fashion magazines and beauty influencers through Statista and conducted a case study focusing on them. It will connect to a strategy for increasing beauty-related content by comparing content characteristics according to content producers. Also, it will help to reveal what types of content will be appealing more attractive to consumer. The result has shown that the growth of YouTube platforms has transformed passive consumers into new communicators by diversifying sources of product information. In addition, as content of different type was consumed by different producers, producer-oriented content was produced rather than objective journalistic gaze. Therefore, it was found that the delivery of 'brand values' that can strengthen the relationship between consumers and brands along with various entertainment elements that are effective for millennial in the future.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.12 s.138
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• pp.1644-1654
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• 2004

As globalization has been accelerating in recent years, more people have opportunities to live abroad for an extended period of time, which is known to have strong influence on consumers. The main purposes of this study were to examine if and how sojourning experience could bring changes to people in general and in clothing styles with focus on Korean adults. The researchers conducted in-depth interviews on a total of thirty-six women and twenty-one men who lived in foreign countries more than two years and have been back in Korea longer than one year. The major results indicated that in addition to personalities, age, length of stay, activities during stay, gender, and cultural distances played important roles in bringing long-term changes on people. Re-established self-identity, changes in values, and openness toward diversity were major common changes observed in the interviewees. In addition, they became educated consumers with good knowledge of diverse brands and prices, and emphasized value as opposed to price. Changes in clothing styles were noted mainly among women. They placed high importance on having their own style, coordination and appropriateness, which were consistent with the general changes. Influences of different cultures were also noted.

• The Journal of the Convergence on Culture Technology
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• v.10 no.1
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• pp.165-170
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• 2024

'K-contents' is in the spotlight worldwide. As the prefix 'K' became popular, interest in K-food(Korean food) also increased. Various studies on K-contents are being conducted, but research on K-food is still very limited. References and articles about K-food are mainly limited to the overseas expansion, marketing status, and sales of domestic brands, and a few research papers deal with only cases of a specific brand's overseas expansion. This paper aims to analyze how K-food is represented in TV unscripted shows and TV series produced in Korea and what their effects are through empirical works. Among the unscripted shows based on food, they are estimated that the point of competitiveness as K contents deal with foreigners' Korean food experiences. Representative examples here are the way foreigners who visit Korea experience Korean food as part of their Korean culture experience, or the type of temporarily setting up a restaurant overseas to sell Korean food to local people. However, the problem with such shows are that it lacks long-term appeal because it is based on the 'Gukbbong(a slang term for 'extreme nationalism')' sentiment. The exposure of K-food in K-contents creates a tremendous advertising effect. It is judged that the current status and analysis of K-contents based on K-food can help establish the direction of future program production and the identity of K-food.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.4
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• pp.493-502
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• 1998

The purpose of this study was to compare consumers' evaluation, evaluation criteria and preference factors, complaint factors on domestic brand apparel with consumers' responses on foreign brand apparel. 498 subjects were gathered through convenience sampling method and, for data analysis, mean, t-test, ANOVA, Duncan test, Factor Analysis were conducted. The results are as follows; 1. Among the purchasing groups of domestic/foreign brand apparel, there were significant differences in apparel evaluation according to fabric, style, sewing, versatility, match, washability and color. 2. Among the purchasing groups of domestic/foreign brand apparel, there were significant differences in apparel evaluation criteria according to price, match, brand name, washability. 3. Purchasers of domestic brand apparel preferred soft and light fabric, fabric of good tactility, simple and sophisticated style whereas purchasers of foreign brand apparel preferred soft and light fabric, fabric of high quality, elegant and sophisticated style. On apparel color preference, there were significant differences among the purchasing groups of domestic/foreign brand apparel. 4. The differences in complaint factors of apparel among the purchasing groups of domestic/foreign brand apparel were due to factors such as high quality and variety of fabrics, colors, items, styles.

• Convergence Security Journal
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• v.15 no.3_2
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• pp.71-76
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• 2015

Global companies are building global production network for the demand of the global market. However, the establishment and operation of overseas plants make the unexpected case like theft, low will to produce and salary issue of local workers. Thus in this paper, we propose the raw materials loss prevention model based on IP Camera and RFID Box for raw materials management of overseas plants. This model can prevent the theft or loss of raw materials write inventory up in real-time. This model can be allows us to realize the cost-effective production management because it enables remote inventory management. And this model can prevent brand image danage and profit loss due to reject product.