• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.3
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• pp.97-109
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• 2016

In Korea, the survival rate of start-up of 5-year after foundation is as low as 29.6% of the country. This low survival rate is from because of insufficient resources in start-ups compared to those of mid-sized companies. Therefore, the marketing characteristics of entrepreneurship has emerged as a major cause. Therefore, In this study, because learning orientation, marketing experience, competition orientation and etc are differently owned in start-ups, marketing impact to marketing strategy in start-up companies are differently investigated. Therefore, the relationship of learning orientation, marketing experience, competition Orientation with marketing strategies was examined. Based on this, Business performance was examined to suggest contents related to eco-system of start-up companies to representative of start-up companies. For this study, Survey was conducted for 250 start-up entrepreneurs within 3 and half year since foundation from Nov. 20 to Dec. 20, 2015. In result of data-cleaning, 207 meaningful samples were gathered. Based on these, conclusion was obtained. Using SPSS 20.0 statistical program, frequency analysis, reliability analysis, correlation analysis and regression analysis were conducted. the following conclusions were drawn. First, in the impact of marketing environment of Phase 1 start-up companies on marketing strategy, product strategy, distribution strategy and promotion strategy were positively affected by learning orientation, marketing experience and competition orientation. Second, in the effect of 2nd phase marketing strategy to business performance, the financial performance and the non-financial performance. Were positively affected by product strategy, distribution strategy and promotion strategies. Third, The effect of learning orientation, marketing experience and competition orientation to financial performance was positively mediated by product strategy and distribution strategy among 3rd phase meditation strategies. the effect of learning orientation, marketing experience and competition orientation to non-financial performance was positively mediated by products strategy. In comprehensive summary, in order to increase business performance in start-up companies, marketing strategy should be applied in. Especially, the role of learning orientation and marketing experience is vital. In increasement of business performance to characteristics of star up marketing, financial performance can be increased by product strategy and distribution strategy. And, both of financial and non-financial performance can be increased by product strategy. Therefore, in conducting of marketing characteristics of start-up, to increase business performance, the apply of marketing strategy to marketing characteristics of start-up should be required.

• Journal of Venture Innovation
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• v.7 no.1
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• pp.1-15
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• 2024

This study aims to elucidate the characteristics of big tech platform companies' sports content business in an environment of rapid digital transformation. Specifically, this study examines the market structure of big tech platform companies with a focus on Amazon, revealing the role of sports content within this structure through an analysis of Amazon's sports marketing business and provides an outlook on the sports content business of big tech platform companies. Based on two-sided market platform business models, big tech platform companies incorporate sports content as a strategy to enhance the value of their platforms. Therefore, sports content is used as a tool to enhance the value of their platforms and to consolidate their monopoly position by maximizing profits by increasing the synergy of platform ecosystems such as infrastructure. Amazon acquires popular live sports broadcasting rights on a continental or national basis and supplies them to its platforms, which not only increases the number of new customers and purchasing effects, but also provides IT solution services to sports organizations and teams while planning and supplying various promotional contents, thus creates synergy across Amazon's platforms including its advertising business. Amazon also expands its business opportunities and increases its overall value by supplying live sports contents to Amazon Prime Video and Amazon Prime, providing technical services to various stakeholders through Amazon Web Services, and offering Amazon Marketing Cloud services for analyzing and predicting advertisers' advertising and marketing performance. This gives rise to a new paradigm in the sports marketing business in the digital era, stemming from the difference in market structure between big tech companies based on two-sided market platforms and legacy global companies based on one-sided markets. The core of this new model is a business through the development of various contents based on live sports streaming rights, and sports content marketing will become a major field of sports marketing along with traditional broadcasting rights and sponsorship. Big tech platform global companies such as Amazon, Apple, and Google have the potential to become new global sports marketing companies, and the current sports marketing and advertising companies, as well as teams and leagues, are facing both crises and opportunities.

• Journal of Intelligence and Information Systems
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• v.16 no.1
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• pp.17-43
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• 2010

This research considers the role of knowledge as marketing message, designs and analyses the personal experience management (PEM) business model using Human-Reader system. It is difficult to save and manage person's daily experience and relevant contents due to the lack of proper infrastructure and system. On the contrary, using Human-Reader infrastructure, person's experience and various relevant contents can be easily saved and managed because seamlessness between offline and online and the various devices that person can always carry along in ubiquitous environment. Since person can store and manage information, contents and advertisements through Human-Reader system and u-PEMS, marketing messages and advertisements do not have to be repetitive and stimulating. Instead, marketing messages and advertisements in Human-Reader environment should be granting values that can be saved and managed. We propose various scenarios, processes and its issues. And we analyze the expected value of RFID tag used on the proposed business model by so-called 'Tag Evaluation Model' and assess the assumptions that are basis of the proposed business model for evaluate the feasibility of the u-PEM business model.

• Horticultural Science & Technology
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• v.19 no.2
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• pp.135-139
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• 2001

The study was conducted to investigate quality changes by different shelf temperature after storage at $5^{\circ}C$ for 15 days. Fruits on the shelf at room temperature produced more $C_2H_4$ and $CO_2$ than those at $5^{\circ}C$ by 30% and seven times, respectively. By 10 days on the shelf, flesh firmness was held better at $5^{\circ}C$, while it was softened very rapidly at $13^{\circ}C$ and room temperature. In contrast, at low shelf temperature, contents of soluble solid did not show significant difference except that, in room temperature, it showed tendency to decrease. Sucrose content tended to be higher on the third day of marketing. At room temperature, however, all the sugar contents decreased from 10 days of marketing. Small quantity of ethanol and acetaldehyde were detected on the first day of marketing at $5^{\circ}C$ and $13^{\circ}C$, but they were high at room temperature. Also, these contents increased significantly with prolonging the shelf period and with rising marketing temperature.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.1-11
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• 2006

DRM(Digital Right Management), which realize the controllability of intellectual right in the process of transactions with economically feasible cost, may cause critical changes in the distributions of digital contents. This Paper takes notice of the concept of 'Super Distribution' in which every user can be the core of the distribution and the possibility of usingvarious price structures by introducing DRM. We reviews that Super Distribution can increase the demand of digital contents by decreasing the information cost in the user aspect, and it can also diminish the distribution cost dramatically in the provider aspect. Also, DRM may allow various types of pricing which use different criteria such as the number or duration of usage. The variety in price structure can increase not only the profit of provider but the utility of consumer. These characteristics of DRM, as a whole, increase the efficiency of distribution and make the providers differentiate their services.

• Journal of Broadcast Engineering
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• v.12 no.5
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• pp.423-434
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• 2007

In this study, we investigated broadcasting industry in Korea and in U.S. to find out what mostly makes the broadcasting industry competitive for the near future. One source multi use(from now on OSMU) marketing strategy is important when discussing profits of broadcasting contents. To develop a theoretical and academic framework of OSMU, 14 experts participated in focus group interview. A new meaning of OSMU is defined and 4 types of OSMU business models are developed in the study. Also, two successful examples of broadcasting contents, each from Korea and U.S., were analyzed with the models that we have developed. Lastly, we discussed how to enhance the competitiveness of broadcasting contents and industry by using the benefit-maximizing-strategies of OSMU.

• Journal of Digital Contents Society
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• v.9 no.4
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• pp.551-560
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• 2008

The basic strategy of OSMU(One-source Multi-use) in digital image is a marketing that applying one source to other genres for leverage based on that cross-referencing in different genre enabled that one material(one-source) has synergy effect when reproduced to various products(multi-use) as cultural sources are available through on-line and digital format. Recently, according to the characteristics of culture industry with Window Effect, many culture contents such as movies, games, animations and characters are carefully planned at its design stage to get the maximum effect. Especially, the fact that one leading-trend source makes it easier to produce additional products with the least cost is observed and it enables organized management which resulted in low marketing and PR cost. This paper confirmed that OSMU strategy in Korea mainly get started from online to offline comparing to Japan and USA.

• Management & Information Systems Review
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• v.9
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• pp.81-97
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• 2002

In the beginning of the Web history, the main function and importance of the Internet was focused on the content of the data. However, that focus has been switched to the search engines because of the abundant, humongous amount of data that are spread all over the globe. The Webmasters are now implying flasy, beautiful graphics and newly developed technologies to make their websites attract the Internet users. The significant change was mainly caused by the companies that thought cyber shopping malls were going to be very simple and profitable. They believed that the decreasing prices of hardware and easy-to-use software were going to attract the potential customers, resulting in a new, massive market. A website needs to be extremely captivating and attractive, in order to bring in new customers and induce them to return. The Webmaster has to devise methods to find out what kinds of contents would bring in a bigger audience, as well as checking the validity and correctness of the contents. In the thesis, the necessity and concept of a personalized Internet shopping mall will be discussed through the theoretical examination of the one-to-one marketing and the concept of the current shopping malls. The scheme of the personalized shopping mall will be presented, which will encourage the formation of loyal customers, in the ever-growing competitiveness of the marketing environment, by satisfying their wants faster and more precisely.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.957-965
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• 2013

The study focus on the factors affecting the interaction between SNS users, the purposes of this study is to investigate the similarities and differences between Korea and China users. As a result, the study found that the ease of use in technology factors has no effect to Korean users, while the social ties in social factors has no effect to Chinese users. The impact of user's interaction was not different between korea and the china customer. According the those results marketing managers should develop different marketing strategies.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.189-198
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• 2017

This study examined how adolescents make a decision on a company's unethical viral and what factors influenced their decision. There were three independent variables, self-interest, sense of rivalry, and monetary attitude, considered for affecting adolescents' ethical decision. The ethical decision as the dependent variable has two perspectives such as deontology and relativism. The findings showed that sense of rivalry was only significant factor influencing relativism and deontology of adolescents' ethical decision. Self-interest and monetary attitude were not significant, but when eliminating sense of rivalry due to multicollinearity in regression model, monetary attitude significantly influenced their ethical decision.