• 유통과학연구
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• 제19권8호
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• pp.101-112
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• 2021

Purpose: This study aims to explain the effect distribution strategy and competitiveness of entrepreneurial personality on marketing capabilities and performance, the effect of marketing capabilities on marketing performance, the role of marketing capabilities as a mediating variable on the effect of entrepreneurial personality on marketing performance, and the role of credit access moderating effect of entrepreneurial personality on marketing capabilities and performance. Research design, data, and methodology: This research was conducted in Bali, on a small clothing industry. The sample size was set at 150 respondents, using a cluster random sampling approach. Data were analyzed using descriptive analysis techniques and partial least square. Result: The findings show that; entrepreneurial personality and marketing capabilities have a significant effect on marketing performance, entrepreneurial personality has a significant effect on marketing capabilities. Another result shows that marketing capability mediates the effect of entrepreneurial personality on marketing performance, access to credit acts as a moderating predictor, and as quasi moderating the effect of entrepreneurial personality on marketing performance. Conclusions: Entrepreneurs should try to increase their knowledge and skills in marketing formally or informally. Competence in terms of individual knowledge and skills can indicate social capital investment, which indirectly contributes to one's mindset and insight.

• Asia Marketing Journal
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• 제11권1호
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• pp.39-72
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• 2009

최근 들어 마케팅지출의 수익책임성이 쟁점으로 떠오르고 있다. 재무제표에서 마케팅비가 차지하는 비중이 높아지고 있기 때문일 것이다. 본 연구는 이러한 쟁점을 연구하는 기초 작업으로서 마케팅지출과 마케팅성과를 분류하는 체계를 마련하는데 목적이 있다. 이를 위해 마케팅지출과 마케팅성과의 관계를 다섯 가지 가설로 검증하였으며 검증결과에 근거하여 다음과 같은 분류체계를 제안한다. 첫째는 투자성업무비가 마케팅성과에 미치는 영향이 비교적 많이 검증되었다. 따라서 마케팅지출을 투자성업무비로 정의하는 것이 타당함을 제안한다. 재무제표상의 계정과목으로 시장조사비, 경상개발비, 광고선전비, 판촉비, 해외시장개척비 등이 여기에 속한다. 둘째는 마케팅지출은 여러 시기에 걸쳐서 마케팅성과에 영향을 미치는 것을 확인할 수 있었다. 따라서 마케팅지출은 투자라고 할 수 있다. 장기간에 걸쳐서 효과가 나타나는 것을 일반적으로 투자라고 하기 때문이다. 셋째는 마케팅지출은 매출액에서 차지하는 비율도 중요하지만 업계의 비율과 비교한 초과개념이 중요하다. 끝으로 마케팅성과는 과정모델보다는 균형모델로 분류하는 것이 타당하다. 그 이유는 마케팅성과인 고객성과, 시장성과, 재무성과 간의 영향을 확인하기 어렵기 때문이다. 향후 연구에서는 연구의 목적에 맞추어 과정모델과 균형모델을 선택할 것을 제안한다.

• 유통과학연구
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• 제14권2호
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• pp.93-101
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• 2016

Purpose - This study aims to advance our knowledge about factors influencing technical startup performance through analysing technical startup process empirically. This study was conducted to focus on industry structure(industry growth rate, competitive intensity, and enter barriers), technology characteristics(technical excellence and wide range of technical application), and the performance in the technology-based start-ups. Specifically, analyzing moderating effect of technology-marketing strategy, this studied how moderating variables affect technical startup performance under industry structure. Research design, data, and methodology - The subject of this study was technology-based start-ups company that received technology transfer from public organization. The development of the paper model is based on the literature of the preceding research analysis in technology commercialization, performance of technology-based start-ups, and marketing strategy. This study has a construct that was defined in the previous studies, such that technology marketing strategy was defined into the two ways of being broad or narrow in strategic application. From November 3. 2015 to December 22, 220 questionnaires were distributed with targeting to start-up companies in technology-based. 188 responses were collected for empirical analysis except the missing and wrong value responses. This data were used for structural equation modeling and regression analysis. Results - The results of this study are as follows. First, as industry structure variables influencing on performance(technical, financial) of technology-based start-ups, industry growth rate, competitive intensity and enter barriers of variables were verified; high growth rate has more positive effect on performance than low growth rate, competitive low intensity has more positive effect on performance than competitive high intensity, low enter barriers have more positive effect on performance than high enter barriers. Second, as technology characteristics variables influences on the performance(technical, financial) of technology-based start-ups, technical excellence and wide range of technical application of variables were verified ; technical high-excellence has more positive effect on performance than technology low-excellence, wide range of technical application has more positive effect on performance than narrow range of technical application. We also find that technology marketing strategy(broad/narrow) in moderating factors on performance (technical, financial) is as follows. Analyzing the moderating effect depending on technology marketing strategy(broad/narrow), application of technology, and the types of technology strategy(broad/narrow) were revealed that broad marketing strategy had a more significant effect on performance of technology-based start-ups. With AMOS, the relevancy of the study model revealed higher for broad technology-marketing strategy than narrow technology marketing strategy, and the explanatory power revealed to be 6.4% higher in broad marketing strategy than narrow marketing strategy. Conclusions - This study confirmed that industry structure and technology characteristics are important factors influencing the performance of technology-based start-ups. Technology-marketing strategy affects the performance of technology-based start-ups between industry structure and technology characteristics. According to additional analysis, moderating variables and technology-marketing strategy are important factors influencing the performance of technology-based start-ups under industry structure and technology characteristics. Broad type of technology-marketing strategy has more attractive industry structure and excellent technology characteristics than narrow types of technology-marketing.

• 유통과학연구
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• 제13권5호
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• pp.91-102
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• 2015

Purpose - This study aims to build a systematic frame for effective marketing performances by prioritizing product type and pertinent channel that are appropriate for digital channel characteristics. FCB grid model was used to define a product type, and Internet communication satisfaction index was considered as a marketing performance measuring tool for digital channel. Research design, data, and methodology - As systematic understanding for Digital marketing is still unfamiliar to even professional marketer, the hypothesis was established based on preliminary research by conducting a qualitative survey of marketing experts who already experienced digital marketing in the fields as well as existing related study literature. Through a preliminary research, the degree for understanding for digital marketing, current digital marketing (including product/channel mix) execution status, and difficulties for marketers who had experienced digital marketing were figured out. Based on preliminary research, the main part of survey was designed to examine which type of product would be effective for digital marketing and which digital channel would be effective to achieve marketing performance in line with marketing objectives. To collect data, the questionnaire survey was conducted for professional marketers who had experienced digital marketing in 10 different fields including FMCG, cosmetics, distribution industry for one month (July, 10, 2014~Aug, 10, 2014). A total of 90 questionnaire were distributed and 66 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analysed using SPSS ver.18.0. Results - The analysis for product type which is pertinent to digital marketing and prioritization for digital channel per digital marketing performance type could be summarized as followings. First, high involvement buying decision type of product and rational purchasing decision type of product in FCB grid are more effective for digital marketing in terms of marketing performance. Therefore, marketers in field would prioritize considering product type before executing digital marketing. Second, factor for sales increase, potential consumer creation and brand awareness was represented respectively 31.25%, 21.9%, and 20.8% as a result of factor analysis in terms of digital marketing channel performance. Third, effective major digital channel per digital marketing performance factor was differently identified as each digital channel has its own peculiarity. For instance, search engine is more effective for increasing sales while social media such as facebook and Kakaotalk is more effective for encouraging consumer participation. Conclusions - As a result of this study, product type and peculiarity which were pertinently fit to digital marketing were identified by using FCB grid model, and also suggested framework for decision making of digital channel selection in line with marketing objectives for effective marketing performance. It also provided insight to professional marketer which type of product could be effective for digital marketing execution as well as which factors should be measured for digital marketing performance.

• 한국병원경영학회지
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• 제4권2호
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• pp.106-130
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• 1999

The main objective of this paper is to perform an empirical analysis on the relationship between various marketing activities and financial performance of Korean hospitals. A survey was conducted through structured questionnaire for 495 hospitals, and data from 218 hospitals were utilized in the final anaylsis.(response rate: 44%) Survey items include general characteristics of the hospitals(size, type, location), degree of competition, financial performance. marketing organization! budget, and level of various marketing activities in service development, access improvement, promotion, and pricing. We examine descriptive statistics of the response scores on marketing activities to evaluate the current status of marketing management of Korean hospitals, compare the results across hospital size, type and location, and perform regression analysis to investigate the relaionship between marketing and financial performance. Major findings are as follows: 1) About 46% of the responding hospitals have marketing departments although they are named as 'planning' or 'PR' departments, and the marketing budget on average represents 1.74% of the total expenditures. 2) Average level of marketing activities is calculated to be about 3.32 on 5-point scale, meaning that Korean hospitals implement their marketing programs 'somewhat actively'; however, the scores on the areas of marketing plannning and strategy are relatively low. 3) Large hospitals tend to be more active in marketing than small hospitals, and public hospitals' activities in marketing are not lower compared to private hospitals. 4) Level of overall marketing activities is positively related with financial performance measured by various finacial indicators except for profitability, implying that marketing is successful in revenue generation but needs to be more cost-effective. Also, when the marketing variables are separately included in the regression, no significant relationship is found, which means that various marketing activities are more effective when they are collectively implemented.

• 한국의류산업학회지
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• 제12권2호
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• pp.172-178
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• 2010

The purpose of this study was to explore relationships among technology development strategy, marketing competence, knowledge management competence, and company performance of textile and clothing companies. Survey data collected from 187 employees in the textile and clothing companies were analyzed by descriptive statistics, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. In results, certain levels of correlations were found among technological development strategy, marketing competence, knowledge management competence, and company performance. Specifically, technological gap which was one of the technology development strategy factors was a variable significantly affecting innovation performance and financial performance of textile and clothing companies. Knowledge management competence affected innovation performance whereas marketing competence affected financial competence of textile and clothing companies.

• International Journal of Costume and Fashion
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• 제5권1호
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• pp.75-89
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• 2005

The purpose of this study is to empirically ascertain how the fitness between marketing strategy each firm chooses and environment facing each firm affects the performance of firms measured by the growth rate of market share and the growth rate of profit/sales ratio. In doing so, firms are divided into three groups. With regard to the marketing strategy, firms are classified into three groups based on marketing strategy type; prospector, analyzer, and defender. The main result of this study are as follows: First, responding firms are classified into prospector, analyzer, and defender following Miles & Snow's marketing strategy types. This classification is made using a self typing method and further confirmed by a factor analysis using a number of variables relating marketing objectives and marketing mix. Second, the results show that there are significant differences across marketing strategies in the performance measures of the growth rate of market share and profit/sales ratio. It seems, however, that there is no straight forward relationship between the marketing strategy and the performance measures. This strongly implies that the type of marketing strategy to be adopted by each firm should depend on the environment facing each firm. Third, the result indicates that the growth rate of market share tends to depend only on the marketing strategy type regardless of sufficiency and variation of environment, but profit/sales ratio tends to depend on the fitness between marketing strategy type and environment. It implies that a firm should adopt different marketing strategies for different environment characteristics, in order to enhance the efficiency of resources used reflected in the profit/sales ratio.

• 유통과학연구
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• 제21권2호
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• pp.53-63
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• 2023

Purpose: This study aims to determine the effect of Customer Experience Management (CEM) on the distribution of Marketing Performance mediated by Digital Business Innovation (DBI), Digital Operational Excellence (DOE), and Digital Value Co-Creation (DVC) in Indonesia Information & Technology (IT) industry. Research design, data, and methodology: This research was conducted in two stages, namely exploratory and explanatory on IT companies in Indonesia. The authors took 132 samples using proportionate random sampling method in three groups of companies. Results: The results showed that CEM had no significant positive effect on the distribution of Marketing Performance. CEM has no direct effect on the distribution of Marketing Performance through the mediation of DBI. CEM has direct effect on the distribution of Marketing Performance through the mediation of DOE and DVC. DBI has no significant effect in increasing the distribution of Marketing Performance. However, DOE and DVC have a significant effect in increasing the distribution of Marketing Performance. Conclusion: The distribution of Marketing Performance can be indicated better through CEM through mediation.

• 수산경영론집
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• 제47권4호
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• pp.15-30
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• 2016

Changes in marketing environment have made it feasible for functions and roles of marketing subjects who participated in marketing routes to be changed. However, there has not been a study to prove it or to deal with newly required functions. Hereupon, this study has specifically investigated and analyzed marketing functions and performance on marketing associates for seafood in Busan in order to identify how marketing functions influenced on marketing performance. Marketing function might differently influence on the performance depending on the difference of business type. Results of verifying the hypothesis are as follows. As for variables that influenced on wholesaler groups, marketing, product development+investment, information-sharing, and trade functions turned out to be influential. Among wholesaler groups, marketing, sorting, collection, market frontier+product development, integral distribution, information-sharing, and finance functions turned out to be influential. In addition to these basic results, another difference industries, restrictive range of activities, the differences in handling goods, such as by correspondence of the results to changes in the distribution environment, from the results of the present study it is possible to guess.

• 디지털콘텐츠학회 논문지
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• 제13권2호
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• pp.205-211
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• 2012

본 논문은 기업의 마케팅 캠페인 실행 성과를 향상시키기 위한 디지털 마케팅 모델에 대한 연구 결과를 제시하고 있다. 최근 ERP, CRM, SCM 등 비즈니스 가치 사슬 프로세스를 개선하기 위한 프로젝트를 마친 기업들은 마케팅 프로세스를 전사적으로 개선하기 위한 작업을 진행하고 있다. 기존 마케팅 기법의 한계를 극복하기 위해서 디지털 마케팅 기법을 활용하기 위한 시도가 많다. 특히 마케팅 프로세스의 실행 단계인 캠페인 수행성과를 향상시키기 위해 디지털 마케팅 기법들을 적용하고 있다. 이에 본 논문에서는 디지털 마케팅 연구 모델과 연구 가설을 수립하고, 마케팅 전문가 설문 조사를 통한 통계적 분석 방법을 통해 검증하고자 하였다. 연구를 통해서 디지털 마케팅 모델 중에서 웹 분석, 소셜 분석, 개인 맞춤형 고객 관계 분석, 캠페인 실행 자동화, 실시간 캠페인 관리 등의 기법이 기업의 마케팅 캠페인 실행 성과에 영향을 미치는 것을 실증적으로 검증하였다.