• 산업융합연구
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• 제16권2호
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• pp.15-23
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• 2018

마크스앤스펜서가 중국 시장을 잃은 것은 우연이 아니다. 이 논문은 Marks & Spencer가 시장 환경, 전략, 시장 포지셔닝, 마케팅 전략 및 사이트 선택의 다섯 가지 측면에서 중국 시장을 확장하지 못한 이유를 분석하고자 한다. 이를 통해 문화, 전략, 포지셔닝, 마케팅 측면에서 이러한 전략이 기업에게 가져다주는 시사점에 대해 논의하고자 한다. 분석결과, 문화, 전략, 포지셔닝, 마케팅 차원에서의 전략이 기업의 경영전략 및 경쟁우위를 창출하는데 중요한 역할을 한다는 사실을 발견하였다. 본 연구결과는 실무적인 차원에서 매우 유요한 가이드라인으로 활용 가능할 것으로 보인다.

• 한국의류학회지
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• 제30권6호
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• pp.829-839
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• 2006

Sustainable development is generally defined as an approach that 'meets the needs of the present without compromising the ability of future generations to meet their own needs' (World Commission on Environment and Development: WCED, 1987, p. 43). The sustainable development is a holistic concept that encompasses three aspects: environmental protection, economic development, and social contribution. From the sustainable development perspective, environmental management must consider contributions to other economic and social aspects. In this sense, it differs from narrowed environmental management which focuses on only environmental impacts, and a well-being concept in Korea that mainly appeals to health. Recently, leading apparel firms, such as Nike, Otto, and Marks & Spencer, are increasingly adopting the environmental management to achieve the future competitive advantage. The environmental management can be achieved through integrated supply chain management. Despite of flowing importance of environmental supply chain management in practice, academic attention to this area has been seriously lacking. This study regards the environmental management by the sustainable development perspective as a solution for Korean apparel firms to solve their current sluggish growth. The purpose of this study was to provide Korean apparel firms with guidelines toward the environmental management based on extensive literature reviews and case studies. The paper started with two important research frameworks, the sustainable development and the environmental supply chain. Within the frameworks, the leading cases of the environmental management of Korean and foreign apparel firms were analyzed. Both macroscopic and microscopic applications of the environmental supply chain management for Korean apparel firms were suggested based on the analyses.