• 한국의류학회지
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• 제47권3호
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• pp.475-491
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• 2023

New product development (NPD) is crucial for fashion brands as they are required to constantly innovate in product design and technology to remain competitive in the global fashion market. In this study, we investigated the co-creative new fashion product development (NFPD) process to understand its structural characteristics and examined the components of this business model through case studies. Fashion companies frequently collaborate with consumers to create unique and innovative fashion items that both satisfy consumer demand and expand their economic potential. Base on case studied involving consumer participation in NFPD, our study analyzed the structural characteristics of the co-creative NFPD process. Consequently, our investigation identified five key factors of the co-creative NFPD business model: co-value, co-creator, co-activity, co-platform, and co-partner. The co-creation approach established in this study will help advance research on new fashion strategies and provide foundational information for Korean fashion companies that are facing an increasingly competitive global market, thus making a significant contribution to the literature.

• 한국정보시스템학회지:정보시스템연구
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• 제30권2호
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• pp.189-214
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• 2021

Purpose This paper aims to effectively utilize user-generated content (UGC) and analyze the market structure of a relatively new market which lacks rich user review information. Specifically, we propose a domain-specific text mining tool for the domestic craft beer market and visualize the market structure by incorporating how individual beer products are positioned in the perceptual map of consumers. Design/methodology/approach We collect user review information from Naver blogs, and extract words that describe beers. We identify semantic relationships between beer products through text mining, and then depending on these semantic relationships, construct a graph representing the market structure of the domestic craft beer market based on the consumer's perceptual map. Findings First, beer products produced in the same brewery are perceived as very similar to consumers. Second, only two products, 'Heukdang Milky Stout' and 'Gompyo', was noticeably distinguishable from other products. Third, even though 'Gyeongbokgung' is from a different brewery, it is located very close to the products of 'Jeju Beer' brewery such as 'Jeju Baeknokdam Ale' and 'Seongsan Ilchulbong Ale', which suggests the influence of 'landmark series.' We successfully show that our methodology effectively describes the market structure of the craft beer market.

• 복식문화연구
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• 제16권3호
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• pp.559-573
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• 2008

Internet apparel businesses are required to provide various kinds of consumer information which includes both product information and customer service information. "New Age Elderly" who become an aged man in 21th century are familiar with internet and other high technological tools from their life time experience with technological development and ready to enjoy the convenience the technology offers. As a preliminary step to develop internet consumer information model for elderly consumers, this study examines the US and Korea apparel e-tailing sites targeting elderly consumers. Ten Korean sites and nine US sites were selected and compared for their provision of consumer information in terms of contents, ease to access, and the completeness of the information. Results of data analysis indicate that elderly market in Korea is not yet clearly defined compared to the US. In Korea, elderly consumer market is considered as a part of middle-aged market, and there was no unique target marketing efforts observed. Korean sites are better than the US's sites in terms of shopping information, while the US sites offer detailed information about the company, and customer service information. In both countries, fashion related information is lacking and failing to satisfy fashion conscious elderly consumers. Managerial implications were discussed.

• 식품보건융합연구
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• 제10권3호
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• pp.1-8
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• 2024

The global nutraceuticals market continues to grow due to rising income levels, increasing life expectancy, and a growing interest in personal health. Especially after the COVID-19 pandemic, the market for nutraceuticals has expanded rapidly with positive perceptions driven by increased attention to immune management for disease prevention. However, there is still a lack of research on the relationship between nutraceuticals and consumer behavior. This study aims to provide new insights into the dietary supplement market and help establish marketing strategies by analyzing consumer behavior toward dietary supplements in the post-COVID-19 era, focusing on Generation MZ. An online survey was conducted among consumers who have purchased dietary supplement products to test the hypotheses. The collected data were analyzed for validity and reliability using SPSS and AMOS programs. The results showed that the taste, price, brand, and design of dietary supplements significantly positively affect the satisfaction of MZ consumers. This study provides an in-depth understanding of the mechanisms of consumer behavior toward dietary supplements in the post-COVID-19 era, focusing on Generation MZ. By offering insights into consumers' health concerns and consumption behaviors, this study provides valuable perspectives on the future development of the market and helps companies develop effective strategies to meet consumer needs.

• 한국가구학회지
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• 제29권1호
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• pp.8-17
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• 2018

Economic crisis in 2008 has changed South Korean market including furniture related field. Owing to Subprime Mortgage Crisis, new economic order, in other words, New Normal was established. Low growth rate, low interest, high unemployment rate, high risks, regulation strengthening, and all that sort of negative things have became generalized. South Korean economy has developed drastically since the Korean War, however recent economic crisis and Internet and smart phone have leading roles in shaping new consumption market. In a way, furniture market has expanded despite economic recession. Total service for housing is suited to South Korean consumers and shortened Product Life Cycle induces consumers to buy more furniture. In addition, Internet and smart phone allow people to show off their private spaces to unspecified masses. As a result, consumer prefers inexpensive and expendable furniture. It is certain that furniture market makes quantitative growth, but qualitative sides are questionable. Even though the study is focused on the existent circumstances, It will help to find out the proper ways of future furniture market in South Korea.

• Asia Marketing Journal
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• 제14권4호
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• pp.1-22
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• 2013

A growing gap between market needs and the capabilities of the enterprise prompts repositioning (Corstjens and Dolye 1989). This article examines the strategic repositioning of 'Korando Sports' undertaken by SYMC throughout the period from Jan. 2012 to Jun. 2012, to boost sales volume and market share by entering market of active-lifestyle consumers currently occupied by SUVs. SYMC's experience indicates that it is essential to close the gap between the market needs and the ability of the enterprise to make a shift to new consumer segment with a new positioning. The successful repositioning framework(Ryan et al. 2007) were employed in this paper. This framework is comprised of six elements: core strategic values, strategic flexibility/learning capabilities, customer awareness and sensitivity, external orientation, management commitment, and belief in the product and brand. The evaluation based on the successful framework also confirms that 'Korando Sports' case meets all the requirements of the successful strategic repositioning. This paper provides some of the managerial implications with aim of assisting executives in identifying strategic repositioning opportunities. Primarily, the 'Korando Sports' case affirms the repositioning as a viable strategy and indicates that repositioning is a feasible means for strategic change. Second, this case shows the influence of a target consumer and SYMC's repositioning to follow consumer preference for a particular attribute. Moreover, we can understand how a product formerly considered weak in attributes can enjoy benefits in other segments with the same attributes.

• 기술혁신연구
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• 제14권1호
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• pp.227-254
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• 2006

Under the recent trend of telecommunications and broadcasting convergence, much more various forms of new convergence broadcasting services are being introduced than ever before. Owing to the unique advantages, new convergence broadcasting services are expected to bring drastic changes to the current broadcasting service market. In this research, we attempt to examine what kind of attributes critically affect the competition among new convergence broadcasting services, and how much competitive they will be, based on the quantitative information about consumer preferences for the important attributes of new convergence broadcasting services. Conjoint survey was used in order to obtain stated preference data of consumers. From the results, some implications are obtained as follows. First, even though new convergence broadcasting services have many unique advantages, still price is the most important for the consumers. Second, it is expected that considerable consumer valuation exists for the unique advantages of new convergence broadcasting services like mobility and dual-way interactivity, which will add the competitiveness of those services in the future. Third, since midterm advertising puts negative utility on consumers, broadcasting services with midterm advertising will not be preferred to those with neither advertising nor midterm advertising. Fourth, service coverage and the number of consumers using the same broadcasting service have a significant feedback effect on the competition between broadcasting services from the dynamic aspect. Lastly, the consumer preference can be affected by demographic variables like age and gender, and broadcasting service usage patterns such as channel switchover for escaping advertisement and frequency of using other recorded media. Main findings of our research might become useful information for both telecommunication and broadcasting companies, contents providers, advertisers, and policy and regulation makers to cope with the uncertain environment of telecommunication and broadcasting convergence.

• 수산경영론집
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• 제23권2호
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• pp.101-128
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• 1992

How to distribute fisheries catches from producer to consumer is very important for everybody joined fisheries marketing channels (FMC), because most people are influenced their revenue and expenditure through marketing channels. Many institutions in Korea after 1960's have tried to develop the rationalization of FMC, but they have not gotten the satisfactory results in general in spite of a lot fruits. Comparing with general manufacturing industry, the fisheries industry has some specializations in the marketing channels. It makes them unique structure included wholesale market system similiar to fresh (perishable) food market with expertised technology. Wholesale market collects, distributes the fisheries catches and evaluates in by auction or bidding without consideration of producer's opinion. It is very necessary institution to make a decision to equatible price for fresh food and to play an important role for marketing effectiveness with minimum total transation and with massed reserve among institutions. But it has two weak points to increase the marketing cost and to make products bad fresh (perishable). Therefore, both Producer and consumer want to find the direct channels not to pass through wholesale market and to get more profit. I wanted to explain what problems of traditional FMC are and why the direct channel is necessary as follows in this paper. Chapter II : The types and specialization of FMC Chapter III : The structure and problem of fisheries wholesale market channel Chapter IV Marketing cost of FMC and direct channel I suggested when the direct channel in FMC is designed, new planner must carry out marketing functions which are performanced by wholesaler, middle man and the joined members of auction at wholesale market. In view of consumption area, these functions are : (1) the finding of production partner to make a business ; (2) communication of information ; (3) collecting ; (4) distribution ; (5) selecting and grading ; (6) evaluating ; (7) financing and payment ; (8) organization, in view of consumption area. The government must support also the group or individual of new direct channels to succeed it with (1) furnishing of market information (2) supplying of land and facility (3) financing (4) feed-back of dierct channels totally (5) making an opportunity of communication between producer and consumer. I want to emphasize again wholesale market is necessary and important institution for equatible price of fresh food in spite of the its weak points. At the same time. the direct channels are necessary to reduce the marketing cost and to keep better fresh food.

• 기술혁신학회지
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• 제8권3호
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• pp.1060-1086
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• 2005

In this paper, we attempt to predict the future of broadband access market where new convergence access technologies and additional services are introduced, based on consumer preferences. Conjoint analysis and mixed logit model is used for estimation, From the results, consumers value convergence access technologies such as PLC and wireless LAN, and TV-related service, However, valuation on new beneficial features of convergence access technologies is not enough to overcome their technological inferiorities in data transfer speed and quality stability at current technological stage, Additionally, consumer preferences are so heterogeneous that differentiated business strategies are required, Finally, some managerial and policy implications are presented.

• 한국조리학회지
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• 제11권1호
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• pp.18-29
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• 2005

The study is to find the relationship between brand concept consistency and the consumer attitude toward the extended brand and the moderating roles of knowledge, involvement and typicality on their relationships in the food-service industry. In the severely competitive market, brand extension strategy has become a key strategy to the companies that are trying to expand in the new market and to cut down the marketing cost. First , the similarity which is measured by consistency of brand concept has a positive effect on the consumer attitude toward the extended brand. Second, the knowledge on the original brand has moderating effect on the relationship between consistency of brand concept and the consumer attitude toward the extended brand. More knowledge brings on more favorable attitudes.