• 한국전자거래학회지
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• 제23권1호
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• pp.1-22
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• 2018

가치사슬은 경쟁우위 강화를 위한 전략적 도구로써 주로 기업수준, 산업수준에서 분석되어 왔다. 그런데 기업수준에서 가치사슬 분석을 수행하기 위해서는 분석 기업의 거래처 기업들이 그 기업의 가치 사슬에 속하는지의 여부에 따라 분류되어야 한다. 단일 기업에 대한 가치사슬 분류는 전문가들에 의해 원활히 수행될 수 있지만 다수의 기업을 대상으로 분류할 때는 많은 비용과 시간이 소요되는 등의 한계점이 따른다. 따라서 본 연구에서는 실거래 데이터를 기반으로 특정 기업의 거래처 기업들을 분류해서 가치사슬 기업을 자동적으로 도출해주는 모형을 제안하고자 한다. 총 19개의 거래 속성 변수를 실거래 데이터로부터 도출하여 기계학습의 입력 데이터의 형태로 가공하였고, 랜덤포레스트 알고리즘을 이용하여 가치사슬 분류 모형을 구축하였다. 자동차 부품 기업 사례에 본 연구 모형을 적용한 결과, 정확도 92%, F1-척도 76% 그리고 AUC 94%로 자동적 가치사슬 분류의 가능성을 확인하였다. 또한 거래집중도, 거래금액 그리고 거래처별 총 매출액 등과 같은 거래 속성들이 가치사슬에 속하는 기업들을 대표하는 주요 특성임을 확인하였다.

• 대한가정학회지
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• 제50권6호
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• pp.33-42
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• 2012

Today, many fashion companies use brand extension and it is especially important to conduct brand extension that coincides with consumer self-image, and maintains brand loyalty in order to succeed. The purpose of this study is to investigate the effect of congruency of parent brand image with self-image, brand loyalty, and brand involvement on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect information from 170 female college students, and collected data were subjected to descriptive analysis, factor analysis, and regression analysis. Results showed that the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension, with a positive mediating effect of brand loyalty, and a negative mediating effect of brand involvement. Also, the congruency of parent brand image with self-image and brand loyalty of the parent brand had a positive effect on the attitude towards the extended product, whereas brand involvement had a negative mediating effect on the attitude towards the extended product in fashion brand extension. The results of this study provide some useful suggestions to marketers in fashion industry: marketers should consider some psychological aspects of consumers such as congruency of parent brand image with self-image, brand loyalty, and brand involvement when conducting brand extension.

• Asia Marketing Journal
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• 제15권4호
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• pp.131-159
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• 2014

Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of the ambivalence towards rebrandingrebranded brand attitude-purchase intention relationships. The author proposes that corporate rebranding for familiar corporate brands is a double-edged sword that not only raises the expectation for better performance, but also induces conflicted and ambivalent attitudes among consumers. These consumers' ambivalent attitudes are influenced by both the parent brands-related and general attitude factors which further affect their rebranded brand attitude and purchase intention. A total of 156 useable questionnaires were collected from Malaysian working adults; and two established Malaysian airfreight operators were utilized as the focal parent brands. The study found a significant impact of prior parent brand attitudes on ambivalence towards rebranding (ATR). The parent brand attitudes served as anchors in influencing how new information was processed (Mazaheri et al., 2011; Sherif & Hovland, 1961) and closely related to behavioral intention (Prislin & Quellete, 1996). The ambivalent attitudes experienced were higher when individuals held both positive and negative reactions toward the parent brands. Consumers also held higher ambivalent attitudes when they preferred one of the parent brands; while disliked the other brand. The study also found significant relationships between the lead brand and the rebranded brand attitude; and between the partner brands and ATR. The familiar but controversial partner brand contributed significantly to the ambivalent attitudes experienced; while the more established lead brand had significant impact on the rebranded brand attitude. The lead and partner brands, though both familiar, represented different meanings to consumers. The author attributed these results to the prior parent brand attitudes, the skepticism and their general ambivalence toward the corporate rebranding. Both general attitude factors (i.e. skepticism and general ambivalence towards rebranding) were found to have significant positive impacts on ATR. Skeptical individuals questioned the possibility of a successful rebranding (Chang, 2011) and were more careful with their evaluations toward 'too god to be true' or 'made in heaven' pair of companies. The embedded general ambivalent attitudes that people held toward rebranding could be triggered from the associative network by the ambiguous situation (Prislin & Quellete, 1996). In addition, the ambivalent rebranded brand attitude was found to lower down purchase intention, supporting Hanze (2001), Lavine (2001) and van Harreveld et al. (2009)'s studies. Ambivalent individuals were found to prefer delay decision making by choosing around the mid-ranged points in 'willingness to buy' scale. The study provides several marketing implications. Ambivalence management is proven to be important to corporate rebranding to minimize the ambivalent attitudes experienced. This could be done by carefully controlling the parent brands-related and general attitude factors. The high ambivalent individuals are less confident with their own conflicted attitudes and are motivated to get rid of the psychological discomfort caused by these conflicted attitudes (Bell & Esses, 2002; Lau-Gesk, 2005; van Harreveld et al., 2009). They tend to process information more deeply (Jonas et al., 1997; Maio et al., 2000; Wood et al., 1985) and pay more attention to message that provides convincible arguments. Providing strong, favorable and convincible message is hence effective in alleviating consumers' ambivalent attitudes. In addition, brand name heuristic could be utilized because the rebranding strategy sends important signal to consumers about the changes that happen or going to happen. The ambivalent individuals will pay attention to both brand name heuristic and rebranding message in their effort to alleviate the psychological discomfort caused by ambivalent attitudes. The findings also provide insights to Malaysian and airline operators for a better planning and implementation of corporate rebranding exercise.

• 산업경영시스템학회지
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• 제34권4호
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• pp.197-203
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• 2011

Korean Quality Innovation Movement has achieved excellent results for the past 10 years as Hard Single PPM, the next step should be Smart Single PPM. In this new version of PPM, the systematic or structural problems found through thorough examination of past activities should be resolved, and this will yield benefits for both parent companies and subcontractors. And Smart Single PPM should be understood and promoted as the core business strategy today. Therefore, in this study, the possible scheme to strengthen large and small companies together based on Smart Single PPM will be suggested.

• 지식경영연구
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• 제20권1호
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• pp.231-249
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• 2019

Technology transfer from a multinational company to a local subsidiary is essential for successful local market operations. This study aims to analyze the impact of market, cultural and institutional environmental factors on international technology transfer and innovation performance based on the S-C-P paradigm. We collected data from one hundred ninety-five subsidiaries of Korean parent firms located in seventeen countries and used structural equation modeling to test hypotheses. The analysis findings are as follow; First, both market and cultural environment directly affect international technology transfer. However, institutional environment such as protection of intellectual property does not affect international technology transfer. Due to the less risk of technology disclosure involved in technology transfer within the MNE organization can be not relationship between protection of intellectual property in the host country and the foreign subsidiary's transfer of technology. The risk of infringement of intellectual property is relatively low in intra-firm transfer of technology. Second, the technology introduced from the parent company has a positive effect on the innovation performance of local subsidiaries. This implies that multinational companies that have entered unfamiliar overseas markets should be able to effectively transfer the inherent advantages of the parent company to their overseas subsidiaries, and that their ability to adapt to the local environment is important.

• 한국가금학회지
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• 제23권2호
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• pp.77-84
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• 1996

The purpose of this paper is to introduce the present situation of broiler breeder industry, and to investigate some problems related to it in Korea. The number of broiler breeding farms were 231 in 1990. It peaked to 264 in 1992, but decreased afterward to 232 in 1995. The number of broiler parent stock were over 4 millions since 1992 except in 1993. The number of commercial chicks produced per breeding hen was around 100, which is far below to the suggested values of breeding companies. The number of hatching eggs produced per breeding hen were 168 eggs in US, 156~170 eggs in Thailand, and 160~170 eggs in China. Factors involved in the lowered performances of broiler parent stock in Korea appear to be 1) the poor isolation of breeding farms from commercial broiler farms, causing easy contamination with various diseases, 2) the failure to provide proper environment to the breeder, and 3) the failure to control body weight during laying periods.

• 유통과학연구
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• 제12권4호
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• pp.11-22
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• 2014

Purpose - The domestic franchise industry has made significant contributions to industry such as investment, employment, and community economy development, facilitating growth potential. The franchise industry provides management knowhow transfer between parent companies and franchisees as per contracts addressing use of business signs, franchisees' independent position, franchisor support, and royalties to be paid to the franchisors. However, many franchisors lack management knowhow and provide insufficient support because of poor control of franchisees and not having a systematic approach to support. This results in dissatisfied franchisees and failure to establish long-term relationships. Few studies have examined relational commitment and/or re-contract intention by support resources between franchisors and franchisees, despite a considerable output of theories and studies of the growth of the franchise industry. The purpose of this study, therefore, was to examine the effects of the ability to provide resources on relational commitments and re-contract intention, and to suggest causal relationships and implications. Research design, data, and methodology - The subject was domestic franchisors registered with the Association of Franchise with more than 50 franchisees. Franchisees under contract for 2 years and considering re-contract of their franchise 2 years later were used. The subjects totaled 300 franchisees in Seoul. A questionnaire survey was used to investigate the subject of franchisees' concessions during the 10 days from November 21, 2013 to November 30, 2013. After excluding 16 surveys with poor answers, 284 responses were finally used. Four areas and 44 questions were used. A nominal scale was used for four common characteristics questions including gender, ages, educational background, and franchise managing time. Questions regarding ability, relational commitment, and re-contract intention made use of a Likert 5-point scale. Data coding and data cleaning were used. SPSS 18.0 was used as follows. First, frequency analysis was done to investigate demographic characteristics. Second, exploratory factor analysis was done to verify validity of testing tools, and Cronbach's α coefficient was used to verify reliability. Third, correlation analysis and multiple regression analysis were done. An exploratory factor analysis was done to verify validity of concepts. A correlation analysis was done to test relationships between the variables, and multiple regression analysis was done to verify franchisor's ability, franchisees' relational commitment, and re-contract intention. Results - The following were the outcomes. First, store operation management, finance operation management, and human resource management affected the calculated bond. Second, store operation management and finance operation management affected the emotional bond. Third, store operation management, finance operation management, human resource management, and marketing management affected the prescriptive bond. Fourth, calculated bond and prescriptive bond had an effect on re-contract intention. Conclusions - As stated above, in franchise management, parent companies' offer and instruction of core competence to their franchisees as an information resource could improve the relational bond by helping them grow together through the resource sharing. Consequently, core competence factors were promoting factors that could improve franchisees' re-contract intention for a long time.

• 산업노동연구
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• 제24권2호
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• pp.367-408
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• 2018

본 논문은 GM과 현대차의 세계화 과정의 특징, 특히 중국 진출 과정에서의 특징을 합작 연구소를 통해 살펴본다. 중국의 대규모 시장과 50:50의 합작기업 형태로 인해 두 기업은 중국 정부의 연구개발 기능 현지화 요구에 어떤 형태로든 대응을 해야 했으며, 이들의 대응은 합작 연구소의 역할에 영향을 준다. 중국측이 초기에 합작을 통해 기대했던 기술적 능력의 개선은 두 합작기업 모두에서 잘 나타나지 않았지만, 북경현대의 합작 연구소에 비해 상하이GM의 합작 연구소에서 상대적으로 기술적 능력의 진전이 있었다. 이 논문은 동일한 합작기업 형태임에도 불구하고 나타나는 두 합작 연구소의 기술적 능력의 차이를 중국 파트너의 역량과 모기업의 글로벌 전략의 차이로 설명하였다. 상하이GM의 중국 파트너인 SAIC는 상위 기업으로서 합작 초기부터 GM에게 기술 이전을 강력히 요구했을 뿐만 아니라, 자체적으로 기술적 능력의 향상에 노력을 기울인 반면, 북경현대의 중국 파트너인 BAIC는 중위 기업으로서 기술 이전을 크게 요구하지 않았고, 또한 자체적인 연구 기반도 미흡했다. 모기업의 글로벌 전략과 관련해서는, 두 기업 모두 연구개발의 핵심 영역은 모기업에서 통제하였지만, GM의 경우 중국의 합작 연구소를 중국 현지 및 신흥국 차량을 개발하는 데에 활용할 것을 적극적으로 고려하는 반면, 현대차의 경우 중국 내 독자 연구소를 통해 기술유출을 막는데 보다 주의를 기울이면서 중국 정부의 현지화 요구에 대응하였다. 이상의 논의는 기업의 세계화 과정이 모기업의 정책이 일방적으로 관철되면서 모기업과 자회사의 조화와 협력이 원활하게 달성되는 과정이라기보다는 모기업의 글로벌 전략과 자회사를 둘러싼 이해관계자들의 요구가 충돌되고 타협되는 정치적 과정이라는 점을 보여준다.

• 품질경영학회지
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• 제47권1호
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• pp.163-186
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• 2019

Purpose: The purpose of this study was to present a methodology for assessing the efficiency of supply chain quality management considering characteristics of defense industries to provide academic and policy implications for strengthening quality competitiveness of military supplies. Methods: Using the defense industry's empirical data, conduct an efficiency evaluation by utilizing a multi-stage DEA/Entropy Model for defense industries subject to the quality level survey of military goods manufacturers in 2017. Results: The results of this study are as follows; the first step of the multi-stage DEA model, Quality Management Performance Efficiency Analysis, shows that the CCR model and the BCC model are more efficient than the parent company. the second stage of the multi-stage DEA model showed that the CCR model was slightly more efficient than the parent company and the BCC model was more efficient than the parent.the overall efficiency value of the multistage DEA model, calculated by multipointing the efficiency value of the first stage by the second stage, was more efficient than the parent. Conclusion: The results of this study show that the efficiency of supply chian quality management performance and profitability in the defense industry can be analyzed for the first time using the multistage DEA/Entropy model to identify specific inefficiencies and support objective decision making.

• 무역학회지
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• 제44권2호
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• pp.21-35
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• 2019

This study analyzes factors that affect the corporate value of Korean companies operating in Latin American countries. Primary factors are associated with characteristics of the host country, the parent company, and subsidiaries. Empirical results show that asset specificity is the main factor influencing firm value. This region is geographically far from Korea and culturally different. Therefore, the source of competitive advantage such as asset specificity should be large enough to offset liability of foreignness for successful entry into the region. This paper also found that joint ventures are more advantageous than direct investments. Joint ventures in Latin American can minimize risk, complement technology and information, and reduce trade barriers.