• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.10 no.4
• /
• pp.113-131
• /
• 2015

Decision effectiveness depends on type of knowledge within team members generated by decision making process. Thus, organization in accordance with teams' experience and capability ultimately achieve their desired outcome. However, previous research has not addressed a mediating role between different knowledge type in decision making and product competitive advantages(pioneering advantage and product quality superiority). Based on the knowledge-based view, we model how different knowledge characteristics in decision making affect to acquire each of knowledge in decision making effectively and then to apply acquired knowledge in decision making. Anchored in a source-position-performance (SPP) framework (Day and Wensley's, 1988), we shed light on the effects of three knowledge characteristics dimensions in decision making process on knowledge management competences in decision making for a new product project. We also examine the relationship between two dimensions of NPD knowledge management competences, and product competitive advantages which consist of market pioneering advantage and product quality superiority. To test the relationships, the empirical analyses are conducted using a sample of team managers who participated in NPD projects. This study suggest that managers should increase their acquirability and applicability of knowledge by integrating complexity of diverse and new knowledge, developing codifiability of well-documented knowledge, and creating the sharing common knowledge among NPD team members. Thus, they are able to outrun major competitors in terms of pioneering advantage and product quality superiority perspective.

• Journal of the Korean Applied Science and Technology
• /
• v.38 no.4
• /
• pp.1093-1106
• /
• 2021

This study attempted to investigate the influence of a beauty influencer's characteristics on makeup behavior and color cosmetics purchase intention against young female consumers in their 20-30s, who are a primary target for beauty influencer marketing. It aimed to provide basic data which are helpful in promoting marketing and expanding markets for color cosmetics through beauty influencers. For this, a questionnaire survey was conducted. Among a total of 563 questionnaires distributed across Seoul and capital region, 531 copies were used for final analysis, and the results found the followings: In terms of age, factors affecting beauty influencers' characteristics differed depending on reliability and expertise. Specifically, reliability and communicative competence had a positive effect(+) on all makeup behavior while expertise revealed a positive influence on base makeup only. In color cosmetics purchase intention, a positive effect was observed in reliability, communicative competence and attractiveness. In particular, reliability showed the largest influence. Therefore, there should be continued efforts to maintain a long-term relationship with consumers through communication based on beauty influencers' characteristics and by delivering more diverse makeup and color cosmetics-related information in an open and honest fashion.

• Asia Marketing Journal
• /
• v.12 no.1
• /
• pp.51-79
• /
• 2010

This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer's attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers' need satisfaction and star traits as major causal factors that influence consumer's attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the influence of these factors on the consumer's attachment to star brand and how consumer's evaluation of product brand sponsored by star is moderated by the fitness level of between the image of star brand and the image of sponsored product brand. To collect the data, survey was taken in a University located in Incheon. Collected data are analysed using SPSS 15.0 and AMOS 7.0. The results show that when the star brand is perceived as more trustworthy and likeable, and satisfies autonomy need and relatedness need, the consumer is more likely to become strongly attached to him or her. The hypothesis that consumer's attachment to star brand will have the positive influence on the evaluation of product brand sponsored by star is supported. And hypothesis that consumer's attitude to a sponsored product brand is moderated by the fitness level of between the image of star brand and the image of sponsored product brand is also supported. The empirical results imply that star brand to which consumers are attached may have the significant positive impact on the consumers' evaluation process of endorsed product brand and purchase behavior, and that marketers should consider need dimensions which target consumers want to satisfy and the fitness level of between the image of star brand being considered as endorser and the image of product brand.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.11 no.4
• /
• pp.167-178
• /
• 2016

This study was carried out for two purposes. One is to analyse the relationship between export performance and the five capabilities of R&D intensive firms (new product development, overseas market information, SNS and communications, brand and marketing). The second purpose is to verify the difference in those capabilities between R&D intensive small companies and mid-sized companies. Based on the OECD's classification of "technology intensity", R&D intensive firms are defined as the firms which are investing more than 5% of their annual sales in R&D activities. This study reveals the significant and positive relationships between the export performance and three capabilities( overseas market information, SNS and communication, brand) except for new product development capabilities and marketing capabilities. Those capabilities increase export performance. On the other hand, this study finds a significant difference in overseas market information capabilities and brand competence between R & D-intensive SMEs and mid sized companies. It is shown that those two capabilities in the mid sized firms are stronger than in the SMEs. These findings have important implications for the growth of R&D intensive SMEs in the global market. First, for higher export performance of R&D intensive firms, three capabilities such as overseas market information, SNS-communication and brand should be strengtened. In particular, SNS-communication capabilities as innovative marketing competences should be developed together with traditional marketing capabilities. Second, the growth of SMEs into Mid-sized firms needs the development of brand competences and overseas market information capabilities.

• Management & Information Systems Review
• /
• v.33 no.3
• /
• pp.35-57
• /
• 2014

Relationship marketing has been dealt with as an effective strategy for customer loyalty in prior research. It seems to be essential that organizations should make efforts to develop successful relationship between the organizations and the customers. However, a customers' voluntary efforts are also needed to strengthen the relationship meaningfully. Relationships are built on the foundations of mutuality. In other words, customers' efforts are necessary for relationship development, as well as an organization's efforts. Hereby, the role of customers for the development of a relationship with an organization has been overlooked in previous research so far. This study applied the Self-Determination Theory (SDT) to explain the role of customer motivation in developing customer relationship. Thus, the author chose customers who have experienced medical service recently as survey participants. Then, this paper verified the path relationships between self-determination factors (autonomy, perceived competence, relatedness) and relational factors(shared responsibility, commitment, relationship retention). It suggested that role of customers is inevitable in developing the relationship. In conclusion, this research has several implications on relationship marketing. For service providers, they should understand that the customer's perceived self-determination can improve tangible and intangible performance in relationship development.

• International Journal of Advanced Culture Technology
• /
• v.9 no.3
• /
• pp.92-99
• /
• 2021

In this research, it was investigated the competence of Korean salesmen in the insurance business(B2C, consumer goods marketing) and information communication industry(B2B, industrial goods marketing) at the individual level rather than the organizational level. The salesperson's Guanxi ability means the salesperson's ability to create, maintain, develop the Guanxi ability. Namely, it was investigated whether the Korean salesman's Guanxi ability is the effective and persuasive concept in explaining the sales performance(company performance, business performance). The purpose of this paper was to verify which variables, among Guanxi ability and customer orientation, better explain the sales performance of salespeople. The Western concept of marketing that is closest to Guanxi is the concept of the customer-orientation that is based on the theory of relationship exchange. Confucian culture in the East is the construct concept, Guanxi is the measurement. The relational exchange theory in the West is the construct concept, customer orientation is the measurement. As the result of the analysis, we found that the Guanxi proved a greater correlation with sales performance than customer orientation. In the information technology industry, there was a big difference compared to insurance industry, whereas Guanxi and customer orientation had a similar level of correlation with sales performance. In the case of the insurance industry, we found that the Guanxi and sales performance were significant but the customer orientation and sales performance were not. This means that sales performance can be accurately and sufficiently explained only by adding the Guanxi ability in addition to customer orientation. The result of analyzing the mediating effect of the Guanxi ability between customer orientation and company performance, customer orientation was significant with Guanxi, and customer orientation and company performance were also significant. But, when the Guanxi was used as the parameter, the Guanxi was significant with company performance, but the customer orientation was not. Even when the dependent variable was business performance, when the Guanxi was used as the parameter, we found that the Guanxi was significant with the business performance, but the customer orientation was not. Namely, it proved Guanxi ability and customer orientation are completely independent concepts. In addition, we found that the information technology industry, unlike the insurance industry, mediated the Guanxi ability between customer orientation and sales performance. We confirmed that in the future, salespeople should not only rely on rational methods to maintain and reinforce customer relationships, but must consider the emotional factors through empathy with customers.

• Journal of Global Scholars of Marketing Science
• /
• v.17 no.3
• /
• pp.39-59
• /
• 2007

The international involvement of a firm has been described as a gradual development process "a process in which the enterprise gradually increases its international involvement in many studies. This process evolves in the interplay between the development of knowledge about foreign markets and operations on one hand and increasing commitment of resources to foreign markets on the other." On the basis of Uppsala internationalization model, many studies strengthen strong theoretical and empirical support. According to the predictions of the classic stages theory, the internationalization process of firms have been recognized and characterized gradual evolution to foreign markets, so called stage theory: indirect & direct export, strategic alliance and foreign direct investment. However, termed "international new ventures" (McDougall, Shane, and Oviatt 1994), "born globals" (Knight 1997; Knight and Cavusgil 1996; Madsen and Servais 1997), "instant internationals" (Preece, Miles, and Baetz 1999), or "global startups" (Oviatt and McDougall 1994) have been used and come into spotlight in internationalization study of technology intensity venture companies. Recent researches focused on venture company have suggested the phenomenons of 'born global' firms as a contradiction to the stages theory. Especially the article by Oviatt and McDougall threw the spotlight on international entrepreneurs, on international new ventures, and on their importance in the globalising world economy. Since venture companies have, by definition. lack of economies of scale, lack of resources (financial and knowledge), and aversion to risk taking, they have a difficulty in expanding their market to abroad and pursue internalization gradually and step by step. However many venture companies have pursued 'Born Global Strategy', which is different from process strategy, because corporate's environment has been rapidly changing to globalization. The existing studies investigate that (1) why the ventures enter into overseas market in those early stage, even in infancy, (2) what make the different international strategy among ventures and the born global strategy is better to the infant ventures. However, as for venture's performance(growth and profitability), the existing results do not correspond each other. They also, don't include marketing strategy (differentiation, low price, market breadth and market pioneer) that is important factors in studying of BGV's performance. In this paper I aim to delineate the appearance of international new ventures and the phenomenons of venture companies' internationalization strategy. In order to verify research problems, I develop a resource-based model and marketing strategies for analyzing the effects of the born global venture firms. In this paper, I suggested 3 research problems. First, do the korean venture companies take some advantages in the aspects of corporate's performances (growth, profitability and overall market performances) when they pursue internationalization from inception? Second, do the korean BGV have firm specific assets (foreign experiences, foreign orientation, organizational absorptive capacity)? Third, What are the marketing strategies of korean BGV and is it different from others? Under these problems, I test then (1) whether the BGV that a firm started its internationalization activity almost from inception, has more intangible resources(foreign experience of corporate members, foreign orientation, technological competences and absorptive capacity) than any other venture firms(Non_BGV) and (2) also whether the BGV's marketing strategies-differentiation, low price, market diversification and preemption strategy are different from Non_BGV. Above all, the main purpose of this research is that results achieved by BGV are indeed better than those obtained by Non_BGV firms with respect to firm's growth rate and efficiency. To do this research, I surveyed venture companies located in Seoul and Deajeon in Korea during November to December, 2005. I gather the data from 200 venture companies and then selected 84 samples, which have been founded during 1999${\sim}$2000. To compare BGV's characteristics with those of Non_BGV, I also had to classify BGV by export intensity over 50% among five or six aged venture firms. Many other researches tried to classify BGV and Non_BGV, but there were various criterion as many as researchers studied on this topic. Some of them use time gap, which is time difference of establishment and it's first internationalization experience and others use export intensity, ration of export sales amount divided by total sales amount. Although using a mixed criterion of prior research in my case, I do think this kinds of criterion is subjective and arbitrary rather than objective, so I do mention my research has some critical limitation in the classification of BGV and Non_BGV. The first purpose of research is the test of difference of performance between BGV and Non_BGV. As a result of t-test, the research show that there are statistically efficient difference not only in the growth rate (sales growth rate compared to competitors and 3 years averaged sales growth rate) but also in general market performance of BGV. But in case of profitability performance, the hypothesis that is BGV is more profit (return on investment(ROI) compared to competitors and 3 years averaged ROI) than Non-BGV was not supported. From these results, this paper concludes that BGV grows rapidly and gets a high market performance (in aspect of market share and customer loyalty) but there is no profitability difference between BGV and Non_BGV. The second result is that BGV have more absorptive capacity especially, knowledge competence, and entrepreneur's international experience than Non_BGV. And this paper also found BGV search for product differentiation, exemption strategy and market diversification strategy while Non_BGV search for low price strategy. These results have never been dealt with other existing studies. This research has some limitations. First limitation is concerned about the definition of BGV, as I mentioned above. Conceptually speaking, BGV is defined as company pursue internationalization from inception, but in empirical study, it's very difficult to classify between BGV and Non_BGV. I tried to classify on the basis of time difference and export intensity, this criterions are so subjective and arbitrary that the results are not robust if the criterion were changed. Second limitation is concerned about sample used in this research. I surveyed venture companies just located in Seoul and Daejeon and also use only 84 samples which more or less provoke sample bias problem and generalization of results. I think the more following studies that focus on ventures located in other region, the better to verify the results of this paper.

• Proceedings of the Korean Operations and Management Science Society Conference
• /
• 2008.10a
• /
• pp.464-486
• /
• 2008

Purpose. Electronic intermediaries (e-intermediaries) are gaining significance in international marketing with the rapid development of e-commerce. The goal of this study is to explain empirically what leads to a higher use of this relatively new exportation alternative. Relying on a resource-based view as our research foundation, we focus on information technology (IT) and non-IT factors as possible determinants. Further, this study brings arguments offered by transaction cost theorists to explain the other non-IT determinants. Methodology/Approach. Data are collected from small and medium-sized enterprises (SMEs) in the electronic industry in Korea and the U.S to ensure generalizability. Ordinary least square (OLS) regression is utilized to analyze the data. Findings. This study raises new issues regarding a relatively new type of exporting channel, e-intermediary. Exporting is regarded as the most appropriate strategy for SMEs in international commerce. A number of SMEs stay away from exporting due to limited resources or lack of knowledge regarding foreign markets. The findings in this study should help SMEs use e-intermediaries more widely by developing appropriate IT-related resources (IT-related human and relationship assets) and dealing with non-IT factors (international competence, environmental uncertainty, and duration of relationship) effectively. Originality/Value/Contribution. This study illustrates the significant role of e-intermediaries, which may help SMEs to penetrate the global market effectively. Finding relevant sources in the global e-marketplace is a challenge for non-experienced users like SMEs. This study proposes e-intermediaries as an effective alternative for them. Another contribution of this study is to show how the use of indirect exporting channels, e-intermediaries, decrease costs in exporting transactions. This study suggests an e-intermediary as a hybrid exporting channel to balance risk and profit.

• Journal of Korea Port Economic Association
• /
• v.27 no.2
• /
• pp.195-215
• /
• 2011

The purpose of this article is to provide data to be utilized for marketing to attract future container cargo to the Korea-China Car Ferry Service and to estimate container traffic for the development of the International Passenger Terminal to be newly built in the Incheon Southern Port. An analysis of container traffic through the Passenger Terminal of Incheon Port showed that the container throughput of Incheon Port comprised 20% of traffic. The export cargo traffic in the International Passenger Terminal, 71.4%, or 111,698 TEU of 156,284 TEU in total, was brought from metropolitan areas. To increase the container traffic of the car ferry service currently concentrated on the metropolitan areas, more endeavor is required to strengthen marketing competence to attract container traffic to other regions apart from the metropolitan areas as well as provide general services.

• Journal of Digital Convergence
• /
• v.18 no.4
• /
• pp.45-53
• /
• 2020

With the advent of the Fourth Industrial Revolution, the central axis of the industry is shifting to SMEs, and online is becoming the center of marketing. In this regard, this study is aimed at the service quality and the characteristics of companies as the factors for the activation of SMEs' online export support projects and their performance creation. The study conducted a survey of companies applied for the government's online export support project. As a result, it was found that the reliability of the service quality and the characteristics of the company (CEO's will, Trade Expert), except for convenience, have a significant effect on the service utilization and performance. Accordingly, in order to revitalize the online export support business of SMEs, it is necessary to improve the human competence of enterprises and the reliability of service quality of supporting institutions. This study is meaningful in that it confirms the importance of the credibility required by the support organization as well as the characteristics for strengthening the capability of the company. However, there are limitations in not reflecting various factors of service quality and company characteristics.