• 융합경영연구
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• 제10권3호
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• pp.1-8
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• 2022

Purpose: This study aims to examine the effect of SMEs' R&D competence on management performance. Research design, data, and methodology: The empirical data of this study are derived from 2,375 SMEs that participated in the material, parts, and equipment research and development support project conducted from 2014 to 2018. Among them, 2,230 data were analyzed by classifying them into high-tech and low-tech fields. SPSS 24.0 was used for statistical analysis and correlation analysis and T-TEST were applied. Results: It was analyzed that the level of R&D organization, research personnel, and the number of patent registrations all affected operating profit and sales. In particular, it has been proven that research personnel have a greater impact on management performance among the level of R&D organization, research personnel, and the number of patent registrations. In addition, there was a difference between high-tech and low-tech industries in the impact on operating profit and sales, which are indicators of management performance. Conclusions: This study suggests that R&D competence are strengthened to advance the material, parts, and equipment industries and to promote future growth, while differentiated support is needed according to each company's R&D competence and technology level.

• Asia Marketing Journal
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• 제7권3호
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• pp.161-176
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• 2005

1988년 이래 국내 남성복 시장에서 자사 브랜드인 파크랜드를 통해 내수 사업을 전개해온 (주)파크랜드는 기업 특유의 경영혁신적 사고에 의거하여 생산혁신, 유통혁신, 관리혁신을 구현하고 차별적인 마케팅전략을 추진함으로써 국내 신사복 시장의 대표 브랜드로서의 괄목할만한 경영성과를 이룰 수 있었다. 본 사례는 파크랜드의 성공적인 포지셔닝을 위해 기울인 통합적이고 체계적인 노력에 대해 생산혁신, 유통혁신, 관리혁신 등 전사적 경영혁신을 중심으로 소개하고, 이에 따른 차별적인 마케팅전략을 경영성과와 함께 살펴본 후, 파크랜드의 장기적 발전을 위한 전략적 과제를 제시하고 있다.

• Asia Marketing Journal
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• 제13권4호
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• pp.253-264
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• 2012

점차 많은 기업들이 국내 시장에서의 포화상태로 인해 글로벌 시장 진출을 시도하고 있다. 홈쇼핑 역시 성숙기에 들어섰기 때문에 국내에서의 성장이 어려워지고 있다. 국내 홈쇼핑 1위 업체인 CJ오쇼핑은 국내에서의 한계를 벗어나 철저한 준비 끝에 세계시장으로 진출해서 괄목할만한 성과를 보여주고 있다. 중국, 인도, 베트남, 일본 등 아시아를 중심으로 펼치고 있는 CJ오쇼핑의 글로벌 마케팅 전략은 현재까지 성공적으로 진행되고 있으며, 국내뿐만 아니라 아시아에서 1위 온라인 유통회사로 발돋움하고 있다. CJ오쇼핑은 한국형 홈쇼핑 모델을 핵심역량으로 진출 지역에 대한 철저한 사전 준비와 함께 효과적으로 해외 시장을 공략했다. 글로벌 경쟁력을 갖춘 한국형 홈쇼핑의 특징인 쇼퍼테인먼트를 현지 고객들에게 어필한 것이 큰 차별점이었다. 또한 현지에서 영향력 있고, 안정적인 파트너사를 선택하여 사업목표를 공유하고 합작사업을 체결함으로써 안정적인 운영이 가능하였다. 이를 바탕으로 현지 고객들에게 손쉽게 인지도를 확보할 수 있었다. 경쟁사 대비 공격적인 선진입도 CJ오쇼핑의 글로벌 마케팅 성공요인 중 하나이다. 마지막으로 CJ오쇼핑이 갖추고 있는 역량을 철저히 현지화시켜 성공적으로 안착되도록 유도하였다. 위와 같은 성공요인이 CJ오쇼핑 글로벌 마케팅 사례 분석의 시사점으로 도출될 수 있으며, 이러한 성공요인들이 여러 기업들에게 전파되어 향후 한국기업의 글로벌 마케팅 성공전략으로 활용될 수 있기를 기대해본다.

• 한국유통학회지:유통연구
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• 제12권3호
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• pp.49-67
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• 2007

본 연구는 인터넷 경로 도입으로 인한 경로배제위협이 여행사의 대응에 어떠한 영향을 미치는 가를 검토하기 위하여 진행되었다. 우선 여행사가 취할 수 있는 대응방안을 경로역량의 강화, 거래분산화 경향, 그리고 사업영역변경 의도로 구분하였다. 그리고 전통적인 경로상의 대응과 인터넷을 활용한 대응이라는 측면을 추가하여 가설을 도출하였다. 주된 논의는 경로유형 간 경쟁에 근거를 두었으며, 재중간상화의 논의를 추가하여 인터넷을 활용한 대응에 대한 논의를 제시하였다. 결과에서 전통적인 판매역량 강화는 여행사의 경로배제위협의 인식에 영향을 받지 않는 것으로 나타났으며, 나머지의 가설들은 기대와 같이 지지되었다.

• 무역학회지
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• 제45권5호
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• pp.261-277
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• 2020

The purpose of this study is to analyze whether SMEs' technological capabilities and international marketing capabilities affect the export performance of the SMEs and to empirically test the moderating effect of the CEO's risk propensity on such a relationship. We obtained data from 190 SMEs located in Gwangju and Jeonnam Province in Korea through survey and performed a regression analysis for hypothesis testing based on these data. As a result of the analysis, it was found that SMEs' technological capabilities and international marketing capabilities had a significantly positive (+) effect on export performance, respectively. Also, the CEO's risk propensity was found to reinforce the relationship between technical competence and export performance, and the relationship between marketing capabilities and export performance was also found to be strengthened in the positive (+) direction. These results suggest that it is necessary for SMEs to continuously develop technological capabilities and international marketing capabilities to achieve successful export performance in overseas markets. Also, the CEO's propensity to promote these relationships may be important.

• Asia pacific journal of information systems
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• 제17권2호
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• pp.1-28
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• 2007

The success of new product development is a key factor for getting competitive advantages. Marketing research has been investigating marketing capability, manufacturing technical capability, cross-functional integration, market knowledge competence, market orientation, and competitive environment as the key success factors of new product development. Recently, the role of IT infrastructure in enhancing new product advantage is assumed in the literature. However, the empirical studies on the role of IT infrastructure are lacking. The purpose of this study is to empirically exam the impacts of IT infrastructure on new product competitive advantage. In this study, IT infrastructure is conceptualized as the flexibility of IT infrastructure. Based on previous research, a conceptual model is established by incorporating the direct impact of IT infrastructure flexibility and its indirect impact through the key success factors on new product development. To empirically test the research model, data are surveyed from a pair of IS department and Marketing department of 92 consumer goods manufacturers. By employing PLS technique, the measurement reliability and reliability of research variables are tested and the path analysis is conducted to do the hypothesis testing. The path analysis shows that IT infrastructure flexibility has no direct effect on new product advantage, However, the indirect effect of IT infrastructure is found, which is mediated by marketing capability, manufacturing technical capability, cross-functional integration, and market orientation respectively. Hence, The flexible IT infrastructure increases cross-functional integration (H1), market orientation (H3), marketing capability (H5), and manufacturing technical capability (H6). All success factors of new product development excepts for competitive environment have a positive association with new product competitive advantages (from H10 to H14). Finally, the path from IT infrastructure flexibility to cross-functional integration, to market orientation, to market knowledge capability, and to new product advantage is found as the strongest path. These results indicate that the flexible IT infrastructure enhances information sharing with multiple departments and collaboration within a distributed innovation environment. The collaboration among departments positively affects the level of customer and competitor intelligence. The ability to obtain knowledge about customers and competitors makes firms to adapt to a changing environment quickly and to respond to customers' demands adequately. The flexible IT infrastructure also enhances the capability of organization to more rapidly respond to the changes in product design resulting in faster product development and reduced costs. In addition to, it enhances marketing capability by the two-way communications with customers and the analyses of various kinds of customer data. In brief, the finding of this study suggests that the flexible IT infrastructure allows many firms to pursue sustained new product competitive advantages. This study advances research on IT infrastructure in two important aspects. First, by Integrating marketing research and IS research, this study develops a conceptual model on the role of IT infrastructure in enhancing new product advantage. Second, it empirically finds the indirect impacts of IT infrastructure on new product advantage, which confirms the potential for the IS field to contribute to new product development research. The limitations of this study are also discussed to provide research directions for future research.

• 한국의류학회지
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• 제36권10호
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• pp.1074-1086
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• 2012

This study examines the influence of mentoring function on major adaptation of university students in a fashion related department and identifies the moderating role of self-efficacy and mentor competence on the effectiveness of a fashion mentoring function. Questionnaire data were gathered from 266 university students in a fashion related department with previous experience in a mentoring program. The results showed that the psychosocial function, sensitivity developmental function, and the fashion career developmental function had a positive impact on the department adaptation (adaptation for professor and adaptation for learning). In addition, there were moderating effects of self-efficacy on the influence of the fashion career developmental function on professor adaptation and the moderating effects of mentor competence on the influence of the sensitivity developmental function on professor adaptation. The results of this study provide various guidelines for professors or administrators of fashion related departments who are interested in mentoring systems.

• 통상정보연구
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• 제9권4호
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• pp.41-66
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• 2007

This paper develops a model of the export timing and export performance of venture firms by drawing by resource based view and born-global firm theory. The model aims at explaining the role of internal resources of small new venture firms and environment factors in accelerating the firm's export timing and achieving export growth. Hypothesses were developed around the following factors: management characteristics in terms of CEO's foreign experience and export commitment; organizational characteristics in terms of technological competence and marketing competence, and inter-functional cooperation; and finally environmental factors in terms of domestic and market attractiveness and foreign market attractiveness influence both the export timing and export performance. Structural equation modeling analysis by using 214 small new ventures provides a partial supports for the hypotheses. The result showed that technological competence have an influence on early export timing and that CEO's foreign experience and export commitment, technological competence and foreign market attractiveness are related export performance significantly. It also showed the significant relationship between export timing and export performance.

• 패션비즈니스
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• 제10권6호
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• pp.79-90
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• 2006

In order to build strong brand equity in the current market circumstances, it is essential to understand the core dimensions of brand image, which is brand personality. The objectives of this study were to identify the brand personality dimensions of a casual brand, "BeanPole," and to investigate the effects of the brand personality on BeanPole buyers' brand preference, satisfaction and loyalty. The data were collected via a web survey. The sample consists of 500 people between the ages of 18-45 who are familiar with Bean Pole casual clothing brand (male- 40%; female-60%). Sixty-six percent of the sample indicated that they had purchased the Bean Pole clothing during the last three years. A total of five factors were extracted from the brand personality index scale: They were excitement/sophistication, competence, sincerity, ruggedness, and smoothness. Compared to the B/P non-buyers, B/P buyers tended to rate excitement/sophistication, competence, sincerity, and the smoothness brand personality dimensions higher. Multiple regression analysis revealed that excitement/sophistication, competence, sincerity and ruggedness brand personality were significant predictors of respondents' casual clothing brand preference, satisfaction, and brand loyalty. Among these significant predictors, competence was the best predictor of casual clothing brand preference, satisfaction and brand loyalty. Based on these findings, strategic implications are discussed.

• 유통과학연구
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• 제22권2호
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• pp.103-113
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• 2024

Purpose: With the popularity of artificial intelligence (AI) in the service industry and occurrence ofservice failures in AI-based services, understanding human-robot interaction issues in service failure situations is especially important. Some issues which deserve further empirical investigation are whether consumers can develop the same tolerance for chatbots after service failure as they have for human agents, and the relationship between agent type and tolerance is mediated by the mechanisms of perceived warmth and perceived competence. Research Design, Data, and Methodology: This research experimentally collected and analyzed data from 119 university students who had experienced chatbots service failures. Differences in tolerance towards human agents and chatbots after experiencing service failures were explored, with a further examination of the mediating pathways between this relationship via perceived warmth and perceived competence. Results: Consumers are more tolerant ofservice failure with chatbots compared to service failure with human agents. Significant mediation of the relationship between service agent and service failure tolerance by perceived competence, while perceived warmth has no significant mediating effect. Conclusions: This research enhances our understanding of AI-assisted services, human-computer interaction, improves the service functionality of existing smart devices, and deepens the understanding of the relationship between consumer responses and behaviors.