The objective of this study is to examine the effect of regional globalization and its impact to globalized company. As emerging markets evolve from the periphery to the core of marketing practice, we will need to figure out their unique characteristics. Emerging markets are distinctly different from mature markets. Because of market heterogeneity it is important to segment customer and find out their characteristics for the companies. In this research we explores how inward internationalization, susceptibility to global consumer culture affect consumer's brand attitude and adoption of global brand. This study examines various strategic issues in the context of China. The result suggest that inward internationalization is an antecedent factor of susceptibility to global consumer culture and also influence to brand attitude and brand adoption positively. Several implications for Korean content providing companies and marketing strategies are discussed.
Journal of the Korea Society of Computer and Information
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v.26
no.1
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pp.259-264
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2021
SNS has recently reached the level of providing financial services to customers through a mobile payment system that goes beyond the existing payment system using Fintech, which is a fusion of financial industry and information technology. These mobile payment systems are increasing in scale as time goes by, and their functions are reaching the same level as general financial services. This study is an empirical study to examine what is the most important factor in Internet banking by targeting users who use WeChat Pay among Chinese Internet bank users with the highest Fintech Adoption rate. SNS has recently reached the level of providing financial services to customers through a mobile payment system that goes beyond the existing payment system using Fintech, which is a fusion of financial industry and information technology. As a results, 2 factors positive influence on Acceptance intention and Customer satisfaction. These mobile payment systems are increasing in scale as time goes by, and their functions are reaching the same level as general financial services.
Purpose: The purpose of this study is to evaluate the value of smart home service using contingent valuation method that is the method evaluating the value of service which will be provided in the future. Using this method, this study suggests proper price and market value of smart home service through figuring out customer's willingness to pay. Methods: To estimate willingness to pay for smart home service, this study uses double bounded dichotomous choice question. The survey was conducted for 2 months from December in 2015 to February in 2016. A total of 269 copies were used to estimate through R-programming. Results: The results of this study are as follows; Gender(especially woman), income, proposed price are the factors which affecting willingness to pay. As the result of this study, average price of willingness to pay for smart home service estimates as \29,653. Comparing with high-speed internet bundling service fee, this estimated price for smart home service is appropriate level for customers to accept. Conclusion: This study estimates consumer's willingness to pay for smart home service which is in the market entry stage. In corporate side, this study might be meaningful for estimating investment scale and profit. Also it could provide basis for establishing strategic policy to develop smart home service market in government side.
It is now widely recognized that new Information and Communication Technologies (ICTs) have been changing the way tv which firms conduct their businesses. Examples are the application of enterprise resources planning (ERP) and business process reengineering (BPR) to increase the efficiency of internal resources management, adoption of Business-to-Business e-commerce (B2B e-com) to integrate supply chain, and invention of new marketing channels such as Business-to-Customer (B2C) e-com. These new ways of conducting businesses are believed to help firms to reduce transaction costs and increase productivity. As a result, new ICTs have played an important role in recent growth of many small firms into multi-functional and multi-product corporations and in their spatial expansion towards internationalization as well. This paper takes Haier in China as a case to study the role of new ICTs in the growth of firms and reveal how the new technologies have facilitated the expansion of Haier into a transnational corporation (TNC) by examining the internationalization process of the firm in relation to its adoption of new ICTs in the period from 1990 to 2002. The study reveals that the adoption of new Ins has helped Haier to integrate its functional units located in dozens of places across the world, which is essential to the internationalization of a firm, and to link closely together its worldwide suppliers and customers to achieve just-in-time (JIT) production and delivery. As such, the authors of the paper argue that, without the facilitation of new ICTS, Haier could not have developed into a TNC in less than ten years.It is now widely recognized that new Information and Communication Technologies (ICTs) have been changing the way tv which firms conduct their businesses. Examples are the application of enterprise resources planning (ERP) and business process reengineering (BPR) to increase the efficiency of internal resources management, adoption of Business-to-Business e-commerce (B2B e-com) to integrate supply chain, and invention of new marketing channels such as Business-to-Customer (B2C) e-com. These new ways of conducting businesses are believed to help firms to reduce transaction costs and increase productivity. As a result, new ICTs have played an important role in recent growth of many small firms into multi-functional and multi-product corporations and in their spatial expansion towards internationalization as well. This paper takes Haier in China as a case to study the role of new ICTs in the growth of firms and reveal how the new technologies have facilitated the expansion of Haier into a transnational corporation (TNC) by examining the internationalization process of the firm in relation to its adoption of new ICTs in the period from 1990 to 2002. The study reveals that the adoption of new Ins has helped Haier to integrate its functional units located in dozens of places across the world, which is essential to the internationalization of a firm, and to link closely together its worldwide suppliers and customers to achieve just-in-time (JIT) production and delivery. As such, the authors of the paper argue that, without the facilitation of new ICTS, Haier could not have developed into a TNC in less than ten years.
Asia-Pacific Journal of Business Venturing and Entrepreneurship
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v.14
no.6
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pp.91-101
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2019
Tourism or travel business consists of a set of services for people who visit exotic places. Payment is usually marking the end of the series of activities relating to tourism, and it becomes the linkage for the next activity. With the recent advancement of mobile Fintech technologies, we have learned that more convenient and more secure financial transactions are improving the quality of tourism. It should be noted that tourism counts on information technology heavily in terms of mobile Internet and smart devices use, which yields to a wide business opportunities for Fintech startups. However, payment information has not been highlighted for additional marketing promotion activities. The lack of research into information technology-based business models that extend Fintech services related to payment in venture start-up studies hinders the understanding of the possibility of creating new business through the value creation process after payment. This study attempts to investigate this issue based on the theory of smart tourism and service-dominant logic with developing a new information system. More specifically, marketing promotion activities after payment for Chinese tourists visiting Korea are examined. Specifically, WeChat Pay and instant tax refund service were considered while the system was developed by following desing science research methodology. This study is meaningful in that it finds a new possibility of Fintech business model by applying scientific and academic methods, and it reminds the necessity of service automation system centered on instant tax refund.
The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.
The Journal of the Institute of Internet, Broadcasting and Communication
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v.19
no.3
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pp.9-15
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2019
Large global online shopping malls, such as Amazon, offer services in English or in the language of a country when their products are sold. Since many customers purchase products based on the product reviews, the shopping malls actively utilize the sentimental analysis technique in judging preference of each product using the large amount of review data that the customer has written. And the result of such analysis can be used for the marketing to look the potential shoppers. However, it is difficult to apply this English-based semantic analysis system to different languages used around the world. In this study, more than 500,000 data from Amazon fine food reviews was used for training a deep learning based system. First, sentiment analysis evaluation experiments were carried out with three models of English test data. Secondly, the same data was translated into seven languages (Korean, Japanese, Chinese, Vietnamese, French, German and English) and then the similar experiments were done. The result suggests that although the accuracy of the sentimental analysis was 2.77% lower than the average of the seven countries (91.59%) compared to the English (94.35%), it is believed that the results of the experiment can be used for practical applications.
The purpose of this study was to analyze and evaluate the menu served in government offices foodservice by using Kasavana & Smith's Menu-Engineering. Sales and food costs were collected from the daily sales reports for a year from Jan 2 to Dec 31 in 2007. Calculation for menu analysis and customer's data were done by computer using the MS 2003 Excel spreadsheet program and SPSS 12.0 package program. Menu mix% (MM%) and unit contribution margin were used as variables by Kasavana & Smith. Four possible classifications by Menu-Engineering technique were turned out as 'STAR', 'PLOWHORSE', 'PUZZLE', 'DOG'. The main menus served during a year were 128 dishes and about 141 peoples visited this restaurant daily. The mean age of the men was $44.1\;{\pm}\;6.3$, women were $32.7\;{\pm}\;6.4$ and showed that was statistically higher than that of women (p < .0001). The rates of STAR menus were 'Western style (75.0%)', 'guk/tang-ryu (48.1%)', 'jjigae/ jeongol-ryu (23.1%)', 'bap-ryu (17.2%)' in sequence. There were no STAR menus in gui/jorim/jjim-ryu. PLOWHORSE menus were 'gui-ryu (75.0%)', 'guk/tang-ryu (29.6%)', 'bap-ryu (27.6%)' in sequence. There were no PUZZLE or DOG menus in 'jjigae/jeongol-ryu'. PUZZLE menus were 'jorim/jjim-ryu and Myeonryu (each 33.3%)', 'bap-ryu (31.0%)' in sequence. PUZZLE menus were a lots of 'Chinese food (75.0%)' and 'myeonryu (55.6%)'. This study provides the basic data based on regularly menu analysis method applied the scientific menu analysis techniques in government offices food services, I'd like to suggest that the menu management must be done based on the necessity and result of menu analysis according to the seasonal and middle, long-term plans.
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