• Asia Marketing Journal
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• v.11 no.3
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• pp.151-165
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• 2009

The objective of this case study is to analyze how effectively KIA SOUL, which is a leading Crossover Utility Vehicle (CUV) brand, has created a new market space through innovative product strategy. Up until now, most car manufacturers have focused only on the traditional product market segments missing out on the opportunity of the crossover segment market. KIA SOUL found a new market space by identifying the high crossover utility demand and filling the gap between the current product category values and the emerging crossover product category values. This case study illustrates that an innovative product strategy can be effectively employed to create a new market space in the saturated car manufacturing industry. The case summarizes that the innovative product strategy of KIA SOUL is comprised of four primary pillars: design innovation, market frontier in CUV, the first company to launch customizing service brand-TUON, and functional innovation. The KIA SOUL case study provides valuable insights and implications for many other companies that are planning to find "blue oceans" for their own business.

• Journal of the Korean Home Economics Association
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• v.36 no.7
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• pp.39-56
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• 1998

This paper concerned with the Honsu(婚需) norms of urban residents in Korea, and was designed to suggest a solution to solve the current problems of the extravagant Honsu with the changes int he customs related to Honsu. Data collected through interviews with questionaire were analyzed statistically by X2-test, ANOVA, Scheffe-test, factor analysis, cluster analysis and product moment correlation coefficients using SPSS PC+ program. Factors of HONSU norm, was characterized into 3 types, exchangabilities and focusing on groom's family, preparation of goods for housekeeping, and independence from parents and individualism. HONSU was found to be regarded as the basis for better life for the new family provided by their patents in terms of the family norm. The current problems of extravagant HONSU seems due to the family norm. Factors of HONSU norms could be grouped into 4 categories by the cluster analysis. They are 1)the preparation of basic house-keeping items for independent family, 2)an opportunity to secure an economic base for the new family, 3)an opportunity to show off their wealth by selecting easily exchangable goods, and 4)others who select items based on their personalities. An oppportunity to show off their wealth by selecting easily exchangable was the cultural norm of Honsu, and it was found that urban housewives had almost uniform thoughts about Honsu. Consideration of items for individuals' needs and independent life took place in deciding on Honsu for all four types of couples although the weight given to this consideration showed difference. Preparation for the new family and individual needs were the common grounds of HONSU norms in all categories through the weight was different.

• Proceedings of the Korea Inteligent Information System Society Conference
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• 2005.11a
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• pp.241-250
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• 2005

New product development (NPD) is defined as the transformation of a market opportunity and a set of assumptions about product technology into a product available for sale. Managers charged with project selection decisions in the NPD process, such as go/no-go choices and specific resource allocation decisions, are faced with a complicated problem. Therefore, the ability to develop new successful products has identifies as a major determinant in sustaining a firm's competitive advantage. The purpose of this study is to develop a new evaluation model for NPD project selection in the high -tech industry using support vector machines (SYM). The evaluation model is developed through two phases. In the first phase, binary (go/no-go) classification prediction model, i.e. SVM for high-tech NPD project selection is developed. In the second phase. using the predicted output value of SVM, feasibility grade is calculated for the final NPD project decision making. In this study, the feasibility grades are also divided as three level grades. We assume that the frequency of NPD project cases is symmetrically determined according to the feasibility grades and misclassification errors are partially minimized by the multiple grades. However, the horizon of grade level can be changed by firms' NPD strategy. Our proposed feasibility grade method is more reasonable in NPD decision problems by considering particularly risk factor of NPD in viewpoints of future NPD success probability. In our empirical study using Korean NPD cases, the SVM significantly outperformed ANN and logistic regression as benchmark models in hit ratio. And the feasibility grades generated from the predicted output value of SVM showed that they can offer a useful guideline for NPD project selection.

• 한국정보디스플레이학회:학술대회논문집
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• 2008.10a
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• pp.3-3
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• 2008

The TFT-LCD industry has shown dramatic growth by making technological advances and satisfying consumer needs. It now stands at the heart of the display industry. However, the TFT-LCD market is maturing and is unlikely to sustain the fast pace of growth in years to come. There has been an oversupply in the LCD sector entering 2008 due to capacity expansion aimed at fueling growth coupled with softening demand amid the global economic slowdown and recent financial turmoil. The LCD industry has successfully coped with oversupply on several occasions. Each time, LCD makers faced up to the challenge and responded with a pioneering spirit. They continued to grow by turning crisis into opportunity. LG Display aims to create new markets by developing products based on innovative technology and providing more attractive products through a value-added product planning that incorporates consumer needs. Through a continuous cost innovation targeted at stimulating demand by making products more economical to consumers, we will be at the forefront of overcoming the current oversupply and sustaining robust growth for the TFT-LCD industry. Depending on our management of the situation, the current oversupply could prove to be an opportunity to create even bigger markets for the future.

• Asia pacific journal of information systems
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• v.21 no.1
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• pp.81-101
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• 2011

In today's rapidly changing and increasingly competitive business environment, new product development in tune with market trends in a timely manner has been a matter of the utmost concern for all enterprises. Indeed, developing a sustainable new business has been a top priority for not only business enterprises, but also for the government policy makers accountable for the health of Its national economy as well as for decision makers in what type of organizations. Further, for a soft landing of new businesses, building a government-initiated industry base has been claimed to be necessary as a way to effectively boost corporate activities. However, the existing methodology in new service and new product development is not suitable for nurturing industry, because it is mainly focused on the research and development of corporate business activities instead of new product development. The approach for developing new business is based on 'innovation' and 'convergence.' Yet, the convergence among technologies, supplies, businesses and industries is believed to be more effective than innovation alone as a way to gain momentum. Therefore, it has become more important than ever to study a new methodology based on convergence in industrial quality new product development (NPD) and new service development (NDS). In this research, therefore, we reviewed any restrictions in the existing new product and new service development methodology and the existing business model development methodology. In doing so, we conducted industry standard collaboration analysis on a new service model development methodology in the private sector and the public sector. This approach is fundamentally different from the existing one in that ours focuses on new business development under private management. The suggested framework can be categorized into industry level and service level. First, in the industry level, we define new business opportunities In occurrence of convergence between businesses. For this, we analyze the existing industry at the industry level to identify the opportunities in a market and its business attractiveness, based on which the convergence industry is formulated. Also, through the analysis of environment and market opportunity at the industry level. we can trace how different industries are lined to one another so as to extend the result of the study to develop better insights into industry expansion and new industry emergence. After then, in the service level, we elicit the service for the defined new business, which is composed of private service and supporting service for nurturing industry. Private service includes 3steps: plan-design-do; supporting service for nurturing industry has 4 steps: selection-make environment- business preparation-do and see. The existing methodology focuses on mainly securing business competitiveness, building a business model for success, and offering new services based on the core competence of companies. This suggested methodology, on other hand, suggests the necessity of service development, when new business opportunities arise, in relation to the opportunity analysis of supporting service based on the clear understanding of new business supporting infrastructure optimization. Meanwhile, we have performed case studies on the printing and publishing field with the restrict procedure and development system to assure the feasibility and practical application. Even though the printing and publishing industry is considered a typical knowledge convergence industry, it is also known as a low-demand and low-value industry in Korea. For this reason, we apply the new methodology and suggest the direction and the possibility of how the printing and publishing industry can be transformed as a core dynamic force for new growth. Then, we suggest the base composition service for industry promotion(public) and business opportunities for private's profitability(private).

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2006.11a
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• pp.104-107
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• 2006

In this paper, we propose a new framework for to identifying R&D opportunities in aging society. Our framework analyzes megatrend of aging society and then identifies technologies. The framework develops scenarios, creates product/service concept, derives technology theme for identifying specific technologies.

• 한국디지털정책학회:학술대회논문집
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• 2005.11a
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• pp.323-335
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• 2005

Globalization of economy brings both opportunities and threats especially for companies in developing countries such as Korea. Globalization is an opportunity because it may expand the size of market for the company where globalization brings a threat for developing global competitiveness. If the company has already built competitive advantage in its business domain, the company can easily transfer market growth to profit improvement. However, if the company has not developed competitive advantage, globalization of economy will give a serious threat for the survivor of the company. The company might lose its own domestic market share. For the less famous brand of product or company name, international expansion is a challenging strategy. The study evaluated organizational performance of companies that try international expansion by utilizing Miles and Snow's strategy typology. We clustered organizations based on their strategy typology (prospector, analyzer, defender, and reactor) in view of the level of product diversification, new product development instances, level of localization, and autonomy of foreign subsidiary. With the strategy typology, we evaluated international strategy in view of product competitiveness, marketing strategy, human resource strategy, and organizational strategy. The regression result demonstrates that the performance of the company is significantly higher when the company employs prospector strategy. We also found out that product quality and emphasis for developed countries in international expansion are the most important factors for success.

• The Journal of Economics, Marketing and Management
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• v.6 no.2
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• pp.29-33
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• 2018

Purpose - This study aims to offer the suggestions for the researches and policies that could be used as important data to effectuate future FTA. The objective of this study is to suggest a direction of Korea that can form a new logistics hub in Northeast Asia. Research design, data, and methodology - This study was conducted in parallel with literature review and empirical studies for the analysis. 180 valid samples were collected from Korean consumers', and qualitative analysis was employed on the satisfaction level of imported goods welfare of Korean consumers. Results - It is expected that Korea and China would experience increased opportunity factors in this area with the growth of economic sphere in Northeast Asian. If existing problems are solved by utilizing regional environment efficiently together, the hub function of Northeast Asia logistics will be advanced. Conclusions - Korea is introducing and operating special economic zones that provide the exception and support for foreign investment. Therefore, it is necessary to monitor the prices of imported goods, so that the exporters can adjust the prices and obtain the unjust profit equivalent to the tariff reduction by grasping the overseas market trends of the imported product prices.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.39 no.3
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• pp.47-55
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• 2016

The proliferation of the Internet and related technologies has led to a new form of distribution channels, namely online retailers. The conventional offline and the new online retailers have different transaction costs perceived by the consumers in the following perspectives: the accessibility to the product information, the traffic cost and the opportunity cost for the time to visit the store, the delivery time and the possibility of 'touch and feel' to test the quality of the product. In particular, the online retailers have lower distribution cost structure in that they do not have physical stores, which results in lower selling price. Thus they continuously offer price competition against offline retailers using the lower selling cost as competitive weapon. Moreover the emergence of the social commerce is likely to intensify the competition between the online and offline retailers. To survive in this fierce competition, the offline retailers are trying to defend their business interests by sticking to offline transaction in anticipation of increased customer loyalty, customer's preference for 'touch and feel' style shopping, and others. Despite of these efforts, customers who touch and feel a product in an offline store but purchase the product through an online retailer are increasing. To protect such customers, recently, some of the offline retailers began to provide the mobile discount service (MDS) which enables the offline customers to purchase a product at a discounted price through the mobile applications. In business competitions, the price discount strategy is usually considered to secure more market share at the cost of lower profit. In this study, however, we analyze the effect of MDS as a weapon for securing more profit. To do this, we set up a game model between the online and offline retailers which incorporates the effect of the MDS. By numerically analyzing the Nash equilibrium of the game, some managerial implications for using the MDS for more profit are discussed.

• Journal of Technology Innovation
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• v.20 no.1
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• pp.141-167
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• 2012

Along with technological innovation, successful market entry of a new product is important for sustainable innovation of a firm. In this paper, we examined factors that affect successful introduction of new branded drugs in pharmaceutical industry. Under competing theories of the first mover's advantage and the late mover's advantage, this research focuses on how latecomers can overcome the disadvantages of late entry and catch up to the market leader. First, late movers can absorb the knowledge leaked from pioneering product during the time lag between early entrants and late entrants. Therefore, the time lag provides late entrants an opportunity to catch-up to market leader by differentiating and improving the quality of new product. Second, superior marketing capability of late entrants can enhance the possibility of catching-up, by overcoming the consumer base of early entrants.