• Journal of the Korea Safety Management & Science
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• v.14 no.3
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• pp.245-257
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• 2012

Business environment, competition among firms in recent years, diverse and fragmented by the symbol of the consumer has become very complex and intense. Nevertheless, for the best performance of firms differentiated their company strives to have unique core competencies. In this study, reviewing the internal customer support activities and existing research on market orientation and then how it affects the future strategy for the internal customer support activities. Through the results of this study, first, to appear understanding of the effect of education and training to customers in enterprise-wide, strategic plan through competitor analysis, improved communication between departments, etc need to design to be effective in performance of company in a long term when in planning and training for employees such as job training, service training and training for improving service mind. Second, employment stability and internal communications to the employee's customer orientation showed no significant affect. This is considered for employees due to lack of fear or anxiety, so the employer could focus on his role in the current organization willing to participate actively for goals of the organization. Finally external customer orientation in the employee's customer orientation did not affect the analysis results which is appeared to in companies are constantly communicating with employees through the company's position and the difference between the employee's position is necessary to look for ways to narrow down.

• The Korean Journal of Franchise Management
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• v.11 no.1
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• pp.31-44
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• 2020

Purpose: The baby boomers and the millennials, who make up the largest share of the market, are showing the gap in their differentiated cultural styles. The purpose of this study is to study the consumption propensity and purchasing determinants of the baby boomers generation and the millennials generation, which have become a very important key pillar in shaping the market based on the cultural dimension model theory of h(=>H)opstead, and to identify the difference Research design, data, and methodology: In order to verify the research hypotheses, The data was collected from the baby boomers and the millennials using online questionnaires. The pre-test was conducted from October 10 to 12, 2019, and the main survey was conducted from October 15 to 25. A total of 230 copies were recalled, and the final 219 copies were used for the final analysis. Results: The consumption propensity between the baby boomers and the millennials differed in resource saving purchase propensity and impulse buying propensity. The baby boomers showed higher resource saving purchase propensity than the millennials, while the millennials showed higher impulse buying propensity. There was a difference in the determinants to purchasing only in the evaluation factor. Results of gender differences by generation, baby boomers differed in their planned purchase propensity, and women were higher. The millennials generation differed in resource saving purchase propensity and awareness propensity for others, all higher in men. In determinants to purchasing, the baby boomers did not differ in gender, and the millennials did differ in product factors. A canonical correlations analysis of the relationship between the baby boomers and the millennials showed a significant relationship between consumption propensity and determinants to purchasing. Also, the baby boomer generation has the biggest link between impulse buying propensity and evaluation factor. The millennials generation showed the biggest link between resource saving purchase and product factors. Conclusions: This study compared consumption propensity and determinants to purchasing of baby boomers and millennials on the basis of Hopstead's cultural dimension model theory to identify differences between generations, presenting practical and theoretical implications for establishing a correct understanding and specific marketing strategy among generation.

• Journal of Korea Trade
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• v.25 no.3
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• pp.1-20
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• 2021

Purpose - The purpose of this paper is to examine the welfare effects of standards harmonization between technologically asymmetric countries, and to determine optimal harmonization strategies for a country with mid-level technological advancement. Design/methodology - Following Salop's circular city model (Salop, 1979), this study constructs a simple, horizontally-differentiated oligopoly model in which three firms and three countries exist. Each country adopts different compatibility standards and each firm incurs conversion costs for foreign market access due to differences in standards. The conversion costs are related to technology; standards harmonization removes these costs between participating countries. The paper considers three cases: i) no harmonization; ii) harmonization with the more technologically-advanced country and iii) harmonization with the less technologically-advanced country. Findings - The paper first considers a scenario in which all three firms occupy some share of the market in each country. It shows that standards harmonization with both the technologically moreor less-advanced country always increases consumer surplus and social welfare. In addition, the producer surplus will increase if the harmonization partner has a higher technology level, whereas it may decrease if the partner has a lower technology level. It also shows that if most domestic export goods are in sectors with conversion costs above a certain level, harmonizing standards with a technologically more-advanced country should be prioritized. Such strategies, moreover, should be emphasized when there exists a large technology gap among countries. Lastly, the paper considers another scenario, in which harmonization leads to the foreclosure of the non-member firm from the member countries' markets. It shows that harmonization improves the social welfare of a mid-level technology country regardless of its partner's technology. It also shows that the country should prioritize harmonization with the technologically less-advanced country. Originality/value - Though some of the existing studies consider the welfare effects of harmonization, their main assumption is that firms have the same conversion technology. Since complying with standards often requires substantial technological advancement and technical expertise, harmonization of compatibility standards between countries with gaps in technological ability carries different implications. This paper investigates the welfare effects of this harmonization and determines an optimal harmonization strategy while considering technological asymmetry among countries in standards compliance.

• Korea Trade Review
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• v.48 no.3
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• pp.107-130
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• 2023

This study examines the economic effects of a developed country's minimum quality standards (MQS) and mutual recognition agreements (MRAs) between countries. Based on the results of such analysis, it also considers the optimal MRA strategy for South Korea. For this purpose, the paper constructs a simple three-country model in which the representative firms in each country supply differentiated goods to the developed country market. The analysis results are as follows: First, the rise in the MQS of a developed country intensifies the competition level, reduces the profits of all firms, and raises the developed country's consumer surplus. In addition, if one of the firms exits the market due to the MQS, competition is relaxed, and the profits of the remaining firms increase. Second, countries subject to MQS can improve their social welfare through the MRAs; thus, it is essential to utilize them strategically. In the case of South Korea, the optimal situation is to have an MRA with the developed country or for all three countries not to have any MRA.

• Journal of the Korean Data and Information Science Society
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• v.23 no.3
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• pp.515-523
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• 2012

Most companies make efforts to maximize their profitability by improving loyalty to existing customers through customer relationship management (CRM). According to the Wikipedia, CRM is a widely implemented strategy for managing a company's interactions with customers, clients and sales prospects. And RFM is a method used for analyzing customer behavior and defining market segments. It is commonly used in database marketing and direct marketing and has received particular attention in retail. In general, one considers recency, frequency, and monetary for customer segmentation in RFM method. In this paper, we apply RFMP method added to the purchase period of advertising items in the traditional RFM model for real estate customer segmentation. We will be able to establish the differentiated marketing strategy by RFMP method.

• Asia Marketing Journal
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• v.13 no.4
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• pp.227-251
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• 2012

This study analyzed Woori Investment and Securities' industry-leading marketing from both a brand management and a marketing decision-making perspective. By executing a different marketing strategy from its competitors, Woori Investment and Securities recognized recent changes in the asset management and investment markets as an open opportunity, and quickly responded to the market changes. First, the company launched the octo brand as a multi-account product, two years before its competitors offered their own products. In particular, it created a differentiated brand image, using the blue octopus character, which became familiar to the general financial community, and was consistently employed as part of an integrated marketing communications strategy. Second, it executed a brand expansion strategy by sub-branding octo in a variety of new financial products, responding to rapid changes in the domestic financial and asset management markets. Through this strategic evolution, the octo brand became a successful wealth management brand and representative of Woori Investment & Securities. Third, it has converged market research, demand and trend analysis, and customer needs acquired through various customer contact channels into a marketing perspective. Thus, marketing has participated in the product development stage, a rarity in the finance industry. Woori Investment and Securities has a leading marketing system. The heart of the successful product creation lies in a collaboration of their customer bases among the finance companies in the Woori Financial Group. The present study suggested a corresponding strategy for octo brand, which is expected to enter into the maturity stage of its product life cycle. In addition, this study found a need to modify the current positioning strategy in order to position and preserve sustainability in the increasingly competitive asset management market. It also suggested the need for an offensive strategy to counter the number one M/S company, and address the issue of cannibalism in the Woori Financial Group.

• The Korean Journal of Franchise Management
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• v.3 no.2
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• pp.55-78
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• 2012

The purpose of this study is to devise successful strategies for launching of new brands in franchise companies based on cases of 'Gamarogangjung' of Masedarin Inc. The results of case analysis shaw following successful strategies. First, Masedarin Inc. has used its core competence; Masedarin Inc., which managed chicken franchises for many years, launched the new brand, 'Gamarogangjung' based on its differentiated technologies and infrastructure. Second, the brand, 'Gamarogangjung' has used market oriented strategy actively; the brand has reflected customers' needs to its adminstration immediately by understanding and sharing of customers' needs at the corporate level. Third, Masedarin Inc. has differentiated a business model from other companies; by using 'take out' purchasing system instead of 'delivery to doors' or 'purchasing by visiting', the company has saved huge management cost. Fourth, Masedarin Inc. developed a new kind of business which is differentiated from existing chicken franchise brands or take-out restaurants. Fifth, Masedarin Inc. has appealed its sincerity to franchisees; its business information session, which explains about the business openly without exaggeration, has drawn a high rate of franchise agreement. Sixth, Masedarin Inc. changed its way of thinking about conditions of a location for member stores. The company has selected 'A' level locations for their member stores which enables 'quick sales at small profits' while other take-out stores are usually located at 'B' level location. Lastly, Masedarin Inc. has given thorough instructions to the staff of member stores. And immediately after opening of the stores, franchisees were able to operate the stores comfortably because the company educated the staff repeatedly over a long period to make them master skills before the opening of the store.

• The Journal of Industrial Distribution & Business
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• v.1 no.1
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• pp.23-31
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• 2010

In this study, market orientation affects the real estate transaction and about the various parameters examined, the real estate transactions, market orientation and intensity of competition in the market upheaval and the impact was seen on the results can be summarized as follows. First, market orientation and about the relationship between real estate transactions were examined. Each variable of customer satisfaction information generation, information dissemination, information was used for the reaction. Among them, the dissemination of information, information about the reaction produces a lot better the customer satisfaction was the result. In other words, the dissemination of information and availability of information to real estate transactions, the more you can improve customer satisfaction. While the information does not appear to be generated as a result of the impact of market orientation when the first phase of the creation of market information and the customer's needs and preferences of current and future information and external factors affecting them to gather information about It is difficult to assess realistically can be seen. This is both our customers and dealers in real estate purchase or trade items for the exact targets, but the general approach the start of trading because by necessity. Therefore, a clear standard for real estate deals in and nine minutes to all sellers of real estate purchases through a process of communication to enable effective approach should be. Second, market orientation and about the relationship between real estate transactions were examined. The information for each variable in re-creating transactions, information dissemination, information was used for the reaction. Variable affects all the information creation, dissemination of information, information about the reaction the better the deal re-done show that two can be frequent. In other words, information generation, information dissemination and utilization of information to real estate transactions, the more customers the added responsibilities of the re-trade can be seen. Third, the relationship between market orientation and in the real estate market upheaval of environmental factors on the relationship between gender were examined. Each variable of customer satisfaction information generation, information dissemination, information was used for the reaction. Among them, the dissemination of information, information about the reaction produces a lot better the customer satisfaction was the result. In other words, the dissemination of information, depending on the market upheaval and the availability of information to raise the real estate can increase customer satisfaction. Fourth, market orientation and environmental factors in the relationship between real estate transactions and about the relationship between competition intensity was investigated. The information for each variable in re-creating transactions, information dissemination, information was used for the reaction. Variable affects all the information creation, dissemination of information, information about the reaction the better the deal re-done show that two can be frequent. In other words, information generation, information dissemination and utilization of information and the higher intensity of competition or unyounghameusseo ttaemaewoo active real estate transactions to provide our customers the added responsibilities of the re-trade can be seen. If more comprehensive, market orientation, according to real estate transactions and environmental factors affecting the performance was also different. Abundance of information about the current real estate it is true that the accuracy and reliability, and real estate, and are unsure about the expected benefits. So you want to trade to provide accurate information to customers and markets change rapidly and competition is severe, with more information if you have reliable information to the customer must supply can increase trading performance. Guarantee of future customer transactions and can provide valuable information and research needs to be differentiated based on the provision of real estate information should be done to achieve profitability will be a cow brokerage.

• Archives of design research
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• v.14 no.4
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• pp.77-85
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• 2001

In order to sustain competitive advantage through strategic product differentiation in global market, this research aims to establishment of strategic design conditions for domestic manufacturing firms through the means of product image alignment and positioning, using visual character of product as the foundation for establishing corporate image. Case studies on how globally successful multinational companies manage design strategy and corporate culture uniformly for coherent product image management are reviewed. To establish product image alignment methodology for manufacturing firms, the criteria for product image positioning and aligned product image development process are developed in three stages. First, in image positioning stage, it is important to set the direction for corporate image and design strategy by identifying consumer needs through market trends analysis and forecasting as well as comparative positioning of the analysis results of the firms's own corporate image and that of the competitor's. Second, in awareness building stage, before building the product image alignment, firm-wide shared awareness of differentiated corporate and product image, establishment of designer's role as the consolidated manager of product image, sharing form language, and building the infrastructure for defining form information should be preceded. Third, in managing the aligned product image stage, the condition for setting up image information management guideline, management of decision making process for arriving at logical decisions on product form, development of guideline for increasing efficiency and its evaluation system, and co-development of related design should be induced. Further research on the product image alignment with corporate image should be conducted through various empirical studies on image and form, building an information system of related design language, and continuous assessment and management of applied solutions.

• Asia Marketing Journal
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• v.11 no.3
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• pp.91-124
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• 2009

With the intensity of competition and the standardization of technical attributes in telecommunications service market increasing, differentiated activity and customer experience in service encounter is regarded as an important means for creating customer value, however, there is a dearth of good literature examining what MOT activity is composed of according to consumption chain, and how service quality of MOT has influenced customer performance. Especially there exist various services across different phase of Product life cycle(PLC) in household telecommunication service market, customer requirement for MOT might depend on whether its phase is introduction-growth stage or maturity-decline stage, the empirical study is completely lacking. This study classified household telecommunication services into two types by PLC, VOIP and IPTV as Introduction-growth stage services, Internet and PSTN as maturity-decline stage service, and investigated whether there exists a gap between service types in how consumer have experienced MOT, what they consider as important and the relative importance of quality dimension how service quality of MOT has influence on consumer performance. The empirical result from 858 participants shows that there is a difference in consumer experience and requirements across different phases of the PLC, tangibles and assurance are regarded as the most important service quality factors which have a positive influence on customer performance (consumer satisfaction, repurchase intention and word of mouth) at the introduction-growth stage, whereas, reliability, empathy and interactivity are at the maturity-decline stage. Finally, managerial implication is made, limitation is clarified and a direction for further studies is suggested.