• The Journal of the Korea Contents Association
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• v.13 no.9
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• pp.102-110
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• 2013

To date, the technology competence and design have been understood as the pre-requirements required in the midst of unlimited competition age. It is true that the most of the companies handle the practical or the aesthetic part of the product individually especially in the field of ceramic industry. Accordingly, it is difficult to create the identity of the company. However, the Rosental Co., Ltd in Germany had acquired the corporate identity already by means of the creative process and the design as well from the middle of 1900s and it has been reputed as a company producing the products through the unique design management. Especially, the identity of Rosental has been formed more uniquely with "jury system" verifying not the design results but the development process, independent brand marketing and the experimental mind such as the collaboration with the pure artists. Especially, the participation of the artists to the design development enables to evaluate the ceramic products not only as the simple products for daily life but also as the luxury goods for appreciation and collection. In addition, Rosental shows that the corporate identity may be created not only with the products simply but also completed with the internal external factors of the company through design management skill.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.6
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• pp.1-14
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• 2018

As interest and consumption of luxury goods have become more popular, luxury goods market is growing rapidly. Consumers can acquire psychological satisfaction with material abundance by purchasing and using luxury goods. Also, from the view of corporations, luxury goods have price inelastic characteristics, so they can enjoy price premium and it is good to produce good performance. That is the reason why they should pay much attention to securing luxuriousness. This study examined the establishment of brands luxuriousness in Korean SMEs. First, it examined the world market of luxury goods industry and the present condition of Korean market. Then it identified the constituents of luxuriousness by examining the prior studies and related literatures, and designed a research model based on the theoretical grounds to suggest the methods of brand luxuriousness building of Korean SMEs. Luxuriousness can be defined as the attribute of product that distinguishes luxury goods from other products by consumers' perceptions, and the factor that provides situational benefits that motivate consumers' purchasing behavior. In this study, I identified the sub-dimensions of luxuriousness according to whether there are product related attributes and consumers' benefit in consideration of the problems of existing studies. Product related luxuriousness are classified into superiority(functional benefit) and scarcity(experiential benefit), while non-product related luxuriousness are classified into differentiation(symbolic benefit) and traditionality(exclusive benefit). The following are the ways to build brand luxuriousness. First, company can use product factors. High quality, excellent design, high recognized brand with strong, favorable and unique images can enhance the luxuriousness of brand. Second, company can use price factors. Consumers tend to perceive luxury goods as high-priced items, so lowering the price of product can undermine the luxuriousness of product. Third, company can use distribution factors. It is effective for making consumers to perceive the differentiation and scarcity of luxuriousness through limited distribution channel. In addition, store atmosphere suitable for luxury brands should be created. Fourth, company can use promotion factors. The more consumers are exposed to advertisements, the more positive attitudes toward luxury brands are made, and consumers recognize luxuriousness higher. Price promotion negatively affects consumers' perception of luxuriousness. Fifth, company can use corporate factors. Consumer evaluations of products are influenced not only by the product attributes but also by the corporate association and corporate image surrounding the product. Considering the existing researches, it is possible to enhance the brand luxuriousness through high corporate competence and good corporate reputation. In order to increase the competence of the enterprise, it is useful to approach multidimensionally in relation with the knowledge creation capability. In corporate reputation, the external stakeholders' reputation is important, but the internal members' reputation is also important. Korean SMEs will be able to build brand luxuriousness by establishing marketing strategies as above and/or mix(integrate) them according to the situation.

• The Journal of Industrial Distribution & Business
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• v.1 no.1
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• pp.33-41
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• 2010

In the age of globalization, effective and efficient corporate management is becoming more important as domestic and international business circumstances changes. In the middle of endless changes in business circumstances, fast reaction to customers and market, and offering customized goods and service became essential. In this respect, CRM designed to utilize customer information scientifically and systematically, has become an essential system and marketing strategy to enhance corporate competitiveness. CRM has placed the importance of customers in the front of marketing and has focused every process and business minds on customers. Recent change in the market and the trend of establishing and introducing CRM system has lead us to concentrate on the introduction of CRM in the financial institutions. This study searched for several views about CRM in academic and industrial papers. Through theoretical approach on CRM, the background of the introduction of CRM, the purpose of CRM, the characteristic and application of CRM, and the expected effect of CRM will be discussed. This study is focused on financial institutions where CRM is widely used. And through documents about examples of the introduction of CRM, the status of the establishment of domestic CRM and the necessity and trend of CRM will be discussed. Also the problem of CRM in the financial institutions and the improvement of CRM in domestic banks will be analyzed. When discussing CRM in the financial area, customers are the main source of corporate profit and through relationship management with the customers enhancing loyalty and maximizing profit can be obtained. Especially in CRM in financial institutions, maintaining existing customers makes higher profit ratio, so repurchasing and cross selling becomes important for obtaining lifetime value of existing customers who contribute to most of the profit of corporations. As a result, CRM should be completely customer oriented. CRM in financial institutions is not merely marketing work, but organizational competence which is made up of standardized work process through total process integration inside the corporation. Corporations which plan to introduce CRM should analyze the characteristics and conditions of corporations and establish purpose and strategy of CRM. And they need long term view to find out the factors which best fit for the introduction of CRM. To enable this, strategy composed of daily marketing activity and CRM concept is necessary. Also continued improvement through drill and training for operating organization should be followed to maintain CRM well. And corporate culture must settle customer as the center of corporate value. The race for introducing and improving CRM has already begun. CRM should not be regarded as a choice. It should be accepted as something essential. In this reality financial institutions should solve subdivision problem of customers and necessity of customers with the mind of 'customer's profit is my profit'. Customer focused management should not be emphasized only by words. Efforts like viewing from the customer's point must be nurtured to provide methods to help customers. That is, we should not just follow what is done in foreign countries. We should solve the problem of our customers according to the situation of our country, our industry, our corporation. Then we can gain the trust of customers, and the value derived from the customers will become the background of CRM which will lead the corporation to success.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.4
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• pp.131-148
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• 2023

The purpose of this study is to investigate the effects of entrepreneurial environment and entrepreneurial competency on entrepreneurial intention by setting degree of self-determination as a moderating variable for pre-entrepreneur of agriculture industry. The entrepreneurial environment was divided into perceived support and perceived barriers, and the sub-variables of entrepreneurial competence were set as creativity, problem solving, communication, marketing, and business plan. 253 questionnaires were used for empirical analysis. The results of the analysis using SPSS v25.0 and Process macro v4.2 are as follows. First, the perceived support and perceived barriers of the entrepreneurial environment have a significant effect on entrepreneurial intention. Creativity, problem solving, marketing and business plan of entrepreneurial competency have a significant effect on entrepreneurial intention, but the effect of communication was non-significant. Second, the degree of self-determination did not moderate the relationship between perceived support, barriers and entrepreneurial intention. This means that the level of self-determination may not have a significant effect on the relationship between entrepreneurial environment and entrepreneurial intention. Third, the degree of self-determination was found to moderate the relationship between creativity, problem solving, communication, marketing and business plan of entrepreneurial competency and entrepreneurial intention. Specifically, as the degree of self-determination increases, the size of the influence of creativity, problem solving, marketing, and business plan on entrepreneurial intention plays a role of strengthening in a positive direction. On the other hand, as the degree of self-determination increases, the degree of self-determination, which weakens the relationship between communication and entrepreneurial intention. Future research will require exploration of other factors that can explain entrepreneurial environment and entrepreneurial capacity, and follow-up studies are needed to analyze the moderated mediating effects through conditional process models that include new mediating and moderating variables.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.5
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• pp.101-111
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• 2017

This Research is to Find how the CSR Activities for the Growth of Stable and Sustainable Family Business do Influence the Improvement of Company's Brand Image and Service Purchase Intention. It is Aimed for Finding how the Image of Company Pursuing the Diverse CSR Activities is Recognized by General Consumers and the Correlation between the Improvement of Company's Image and the Product & Service Purchase Intention. 323 Exemplars were Distributed to the University Students in Seoul Metropolitan and Chungcheong Area, and 314 Finally were Used for the Analysis. It was Investigated the Demographical Factors, the Important Fields among Company's CSR Activities, the Reason for Company's CSR Activities, the Preferred Companies among Sponsoring Companies. It was Analyzed Three Items of Company Image such as Product/Service, Potential Competence, Relation to Public Benefit and the Regression Model was Investigated how these Three Items do Influence the Purchase Intention. The Research Results Show 'the Improvement of Social Awareness for Company' and 'Negative Awareness Change for Company' as the Reason for CSR. Consumers have the Preference to the Companies Actively Sponsoring Culture & Arts, and this Generally Affects the Business Results, and thus, it is Considered that the Companies have to Contribute the Local Society with the Sprit of Corporate Citizenship in Accordance with the Consumers needs, and Actively to Extend the Culture & Arts Sponsorship.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.7
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• pp.699-708
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• 2017

The service industry, as a new growth engine, has become more important in response to changes in the global economy and the industrial environment. Developed countries have promoted the competitiveness of the service industry and have enhanced economic added value. Developing new services requires extensive resources. Therefore, cooperation and network building capabilities with customers, suppliers, and various knowledge creation agencies are critical sources of competitiveness. This study classified the Korean service industry by industrial type in order to enhance innovation competence.The Korean service industry lags behind that of developed countries, and this study analyzed the differences of innovation results according to collaboration partners by the classified industry. By adopting a method that applies industrial classification by Dialogic's innovation pattern, this study showed external cooperation results were different by industrial type. Analysis results revealed that companies cooperate with customers and competitors in many cases; however, product innovation was higher for companies that collaborated with private service companies. In the 'Innovation in services' industry, industry cooperation with universities showed organizational innovation achievements. In the 'Innovation through services' industry, cooperation with customers positively affected marketing innovation achievements. Consequently, the need to foster consulting firms and universities that can professionally collaborate with companies is implied in order to enhance the Korean service industry.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.5
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• pp.35-46
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• 2017

This study analyzed the role of innovation intermediaries on the performance of technology-based firms in Korea. Technology-based firms are important to the economy because they contribute to regional economic development and national competitiveness. In Korea, various types of intermediaries, such as Techno-parks and incubators have been established to foster technology-based firms. Researchers analyzed various factors influencing the performance of technology-based firms. On the other hand, there have been few studies on the relationship between the innovation intermediaries and the performance of technology-based firms in Korea. This study identified the firms' capabilities, institutional and environmental factors in the light of the literature. A total of 2,313 technology-based firms in Techno-parks, business incubator of public institutes and universities were surveyed. Of these, 110 respondents were used for empirical analysis. OLS techniques were applied to analyze the data. The empirical results showed that the marketing competence, R&D capacity, which is a firms' innovation capacity, have a positive effect on the performance. The support of intermediaries positively affects the performance of technology-based firms. The economic aspects of regional innovation infrastructure, and cooperation with the customer has a positive effect on the performance of technology-based firms.

• International Commerce and Information Review
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• v.13 no.2
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• pp.51-73
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• 2011

Because of the slowdown in economic growth of developed countries, emerging countries are appearing as the new global market. Each country is paying attention to the BOP market of emerging countries to substitute for the markets of import demand of advanced countries due to the global financial crisis. Europe and Japanese corporations are set on taking over the BOP markets, highly appreciating the potential of BOP market. Now it is high time that Korea should recognize the possibility of BOP market and analyze emerging countries and set up strategic planning to react to them. China and India have the highest latent ability as emerging countries in Asia. Korea is well positioned within the market thanks to the conclusion of CEPA with India. Therefore, the government and leading conglomerates need to establish an effective model with which to advance their existing market entry strategy to approach the BOP market of India in the mid to long term. That is, they have to set up a TMB model which fits India such as marketing competence, an on-site adaptability, quick decision making, and constructing a close and customized strategy for all the social stratum of India's population. Establishing a TMB model in India will be the bridgehead to advancing the BOP market to neighboring countries which will allow us to extend our reach to other countries in South Asia and the world BOP market hereafter.

• Journal of the Korean Society for Library and Information Science
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• v.50 no.3
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• pp.215-247
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• 2016

This study was performed in order to derive components that librarians think preferentially necessary and realistically important when applying the NCS 'Library and Information Administration's duty' to the library working environments. It was possible by evaluating and analyzing the importance and utilization of ability unit and its element which are the components of NCS 'Library and Information Administration's duty'. First, ability units of 'User Information Services', 'Reading and Culture Programs' were higher in importance and utilization at the same time. Ability units of 'Library and Information Practical Research Perform', 'Library and Information Curation', 'Library and Information System Operation' were lower in importance and utilization when we evaluate the importance and utilization of ability unit and its element which are the components of NCS 'Library and Information Administration's duty'. Second, components of 'Reading and Culture Programs', 'User Information Service', 'Library and Information Collection' were higher in the order, and components of 'Library and Information Curation', 'Library and Information System Operation', 'Library and Information Practical Research Perform' were found lower in demands as the desirable level and the current level appear less common when we analyzed the demands on the duty components utilizing Borich requirements analysis model. Third, six ability units of 'Reading and Culture Programs', 'User Information Services', 'Library and Information Collection', 'Library and Information Services Marketing', 'Library and Information Preservation', 'Library and Information Use Analysis' were derived as priority components when we analyzed the priority of the duty component (ability unit) utilizing The Locus for Focus model.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.5
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• pp.1845-1855
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• 2010

The brand consulting for paving the way for overseas-based companies to develop local brands includes many processes such as the analysis of local markets and consumers, the analysis of in-and-out circumstances including the diagnosis of corporate competence and resource, the establishment of brand strategies, the development of brand concepts, and the development of design, which should be performed before the eventual launch of overseas markets. So, the success of overseas-based brand consulting just depends on coworking(i.e., consortium) by brand experts from international marketing, design to local-overseas brand rights which have been barely touched upon by the brand experts. This study aims to present brand consulting framework and to support the development of local-fit brands when the small and medium industries, esteemed relatively less compatible than conglomerates, expand their business in the non-English-speaking countries. This study also includes the results of a demand inquiry on the local fit brand targeted for SMEs. As a brand consulting framework which has been performed at work sites through the accumulated many year's trial and error, it could be a significantly meaningful guidance for the brand experts who perform local-fit brands consulting and the SMEs who look for overseas-based brand consulting.