• Title/Summary/Keyword: LG전자사례

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Successful Case Study of LG Electronics in German Refrigerator Markets (LG전자의 독일 냉장고시장 진출 성공 사례)

  • 이장로;김용규
    • Asia Marketing Journal
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    • v.2 no.4
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    • pp.79-93
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    • 2000

  • 본 사례는 LG 전자가 독일시장에 진출하여 냉장고 사업 부문에서 성공적인 마케팅 활동을 소개하고 있다. 사례연구의 주요 내용은 LG 전자가 1970년대 독일시장에 OEM(주문자 상표 부착방식)으로 유럽에 진출하여 1980년에 유럽최초의 판매법인을 설립하여 경영활동을 하던 중 1990년대 경영위기를 맞이하여 이를 극복하기위한 구조조정 과정과 독일 가전 시장에서 성공적인 마케팅 활동의 전략적 실행의 과정을 다루고 있다. 특히 독일 가전시장에서 기존의 유수한 현지기업과의 치열한 경쟁에도 불구하고 냉장고 사업 부문에서 우수한 사업 성과를 기록하는 마케팅 전략을 3 C 와 4P 관점에서 연구하였다. 사례연구의 시사점은 다음과 같다. LG는 독일의 선진 시장에 진출한 EU에 포함되지 않는 역외업체로서 독일현지시장에서 기존의 강력한 현지업체들과 경쟁하기 위하여 선택과 집중 및 차별화 전략을 실행하였다. 이러한 전략은 기업의 틈새(niche)시장 전략으로 불리어질 수 있다. 즉, 틈새 시장 전략은 후발 진출기업이 경쟁이 치열한 시장에서 주요 경쟁 기업들이 참여하지 않는 세분시장을 발굴하여 이 세분시장에 모든 가용 자원을 투입하는 전략이다. LG는 이러한 현지 시장환경에서 한국 내수모델 중 LG특유의 경쟁력이 있는 품목을 현지시장에 맞게 개발하고 이에 대한 효율적인 마케팅 전략과제의 실행으로 현지시장에서 성공적으로 진출할 수 있었다.

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A Study on the Union Social Responsibility(USR) focused on LG Electronics Union (노조의 사회적 책임에 관한 연구 -LG전자 노동조합 사례를 중심으로-)

  • Kim, Sung-Gun;Kim, Joong-Wha
    • Journal of Digital Convergence
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    • v.12 no.2
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    • pp.193-202
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    • 2014

  • According to change of business environment, the company has required not only profit but also social responsibility for profitable growth. However, these changes are not only applies to the company. Company's internal stakeholders and social systems sub-elements of the union was forced to respond to these changes, too. However, research has not focused yet USR until now, It's very rare USR and introduction of USR and Case of USR. But The union must meet a the stakeholders such as nonunionist, county, as well as union members. This study looked at the USR Case of LG Electronics Union which is a leader in this filed. LG Electronics Union had accepted the USR in 2010, LG Electronics Union led innovation and change of labor movement and pushed ahead with USR such as service to community and vulnerable, refrain from strike, environmental protection. and LG Electronics Union spread the USR to overseas and domestic. Through the LG Electronics Union's USR Case, this study seek the new labor movement.

  • https://doi.org/10.14400/JDC.2014.12.2.193 인용 PDF KSCI

The Study on the CSR -Focused on LG Electronics- (기업의 사회적 책임(CSR)에 관한 연구 -LG전자를 중심으로-)

  • Kim, Sung-Gun
    • Journal of Digital Convergence
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    • v.14 no.6
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    • pp.69-83
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    • 2016

  • This study deals with Corporate Social Responsibility (CSR) that is emerging as an important issue in modern companies. CSR is not a selective problem but essential. The activities should be done beyond the level observed by law, but by the level of taking their responsibilities to society. This study shows the goal of CSR of LG Electronics and many kinds of CSR activities of LG Electronics through LG Electronics case. For this study, data related to CSR and meetings with CSR department were helped to conduct this study. LG Electronics proceeded CSR through the society, environment, economy to pursue Corporate Substantiality Management. Especially companies play on role of global citizen as a variety of international standards. This activity is achieved by participations of members. This LG Electronics activity present implications of many companies that conduct CSR activitiy.

  • https://doi.org/10.14400/JDC.2016.14.6.69 인용 PDF KSCI

Spatial Features and Implications of Subcontracting Networks by a Large Firm: The Case of the Display Division of LG Electronics in Kumi, Korea (대기업 하청거래 네트워크의 공간적 특성 및 함의: LG전자 디스플레이 사업본부를 사례로)

  • 이철우
    • Journal of the Economic Geographical Society of Korea
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    • v.4 no.1
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    • pp.19-35
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    • 2001

  • This paper is concerned with the relationships between large firms with global reaches in their markets and subcontracting firms, mostly small and medium-sized firms. It then attempts to focus in more detail on the dynamic relational dimensions between the two. In doing so, we draw upon the secondary data and the results of interviewing survey with some senior managers. The empirical study shows that the localisation of subcontracting networks have been increasingly reinforced thanks to the increasing tendency of vertical disintegration by LC. However, it is identified that there is a tendency that local subcontractors are specialised in producing relatively low value-added and low technology-intensive electronic parts/components. Based on these results, the author suggests the implications of regional economic development in the context of innovation and learning.

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