• Journal of Global Scholars of Marketing Science
• /
• v.18 no.4
• /
• pp.61-118
• /
• 2008

The purpose of this research is to construct research framework for international franchising based on existing literature and to identify research components in the framework. Franchise can be defined as management styles that allow franchisee use various management assets of franchisor in order to make or sell product or service. It can be divided into product distribution franchise that is designed to sell products and business format franchise that is designed for running it as business whatever its form is. International franchising can be defined as a way of internationalization of franchisor to foreign country by providing its business format or package to franchisee of host country. International franchising is growing fast for last four decades but academic research on this is quite limited. Especially in Korea, research about international franchising is carried out on by case study format with single case or empirical study format with survey based on domestic franchise theory. Therefore, this paper tries to review existing literature on international franchising research, providing research framework, and then stimulating new research on this field. International franchising research components include motives and environmental factors for decision of expanding to international franchising, entrance modes and development plan for international franchising, contracts and management strategy of international franchising, and various performance measures from different perspectives. First, motives of international franchising are fee collection from franchisee. Also it provides easier way to expanding to foreign country. The other motives including increase total sales volume, occupying better strategic position, getting quality resources, and improving efficiency. Environmental factors that facilitating international franchising encompasses economic condition, trend, and legal or political factors in host and/or home countries. In addition, control power and risk management capability of franchisor plays critical role in successful franchising contract. Final decision to enter foreign country via franchising is determined by numerous factors like history, size, growth, competitiveness, management system, bonding capability, industry characteristics of franchisor. After deciding to enter into foreign country, franchisor needs to set entrance modes of international franchising. Within contractual mode, there are master franchising and area developing franchising, licensing, direct franchising, and joint venture. Theories about entrance mode selection contain concepts of efficiency, knowledge-based approach, competence-based approach, agent theory, and governance cost. The next step after entrance decision is operation strategy. Operation strategy starts with selecting a target city and a target country for franchising. In order to finding, screening targets, franchisor needs to collect information about candidates. Critical information includes brand patent, commercial laws, regulations, market conditions, country risk, and industry analysis. After selecting a target city in target country, franchisor needs to select franchisee, in other word, partner. The first important criteria for selecting partners are financial credibility and capability, possession of real estate. And cultural similarity and knowledge about franchisor and/or home country are also recognized as critical criteria. The most important element in operating strategy is legal document between franchisor and franchisee with home and host countries. Terms and conditions in legal documents give objective information about characteristics of franchising agreement for academic research. Legal documents have definitions of terminology, territory and exclusivity, agreement of term, initial fee, continuing fees, clearing currency, and rights about sub-franchising. Also, legal documents could have terms about softer elements like training program and operation manual. And harder elements like law competent court and terms of expiration. Next element in operating strategy is about product and service. Especially for business format franchising, product/service deliverable, benefit communicators, system identifiers (architectural features), and format facilitators are listed for product/service strategic elements. Another important decision on product/service is standardization vs. customization. The rationale behind standardization is cost reduction, efficiency, consistency, image congruence, brand awareness, and competitiveness on price. Also standardization enables large scale R&D and innovative change in management style. Another element in operating strategy is control management. The simple way to control franchise contract is relying on legal terms, contractual control system. There are other control systems, administrative control system and ethical control system. Contractual control system is a coercive source of power, but franchisor usually doesn't want to use legal power since it doesn't help to build up positive relationship. Instead, self-regulation is widely used. Administrative control system uses control mechanism from ordinary work relationship. Its main component is supporting activities to franchisee and communication method. For example, franchisor provides advertising, training, manual, and delivery, then franchisee follows franchisor's direction. Another component is building franchisor's brand power. The last research element is performance factor of international franchising. Performance elements can be divided into franchisor's performance and franchisee's performance. The conceptual performance measures of franchisor are simple but not easy to obtain objectively. They are profit, sale, cost, experience, and brand power. The performance measures of franchisee are mostly about benefits of host country. They contain small business development, promotion of employment, introduction of new business model, and level up technology status. There are indirect benefits, like increase of tax, refinement of corporate citizenship, regional economic clustering, and improvement of international balance. In addition to those, host country gets socio-cultural change other than economic effects. It includes demographic change, social trend, customer value change, social communication, and social globalization. Sometimes it is called as westernization or McDonaldization of society. In addition, the paper reviews on theories that have been frequently applied to international franchising research, such as agent theory, resource-based view, transaction cost theory, organizational learning theory, and international expansion theories. Resource based theory is used in strategic decision based on resources, like decision about entrance and cooperation depending on resources of franchisee and franchisor. Transaction cost theory can be applied in determination of mutual trust or satisfaction of franchising players. Agent theory tries to explain strategic decision for reducing problem caused by utilizing agent, for example research on control system in franchising agreements. Organizational Learning theory is relatively new in franchising research. It assumes organization tries to maximize performance and learning of organization. In addition, Internalization theory advocates strategic decision of direct investment for removing inefficiency of market transaction and is applied in research on terms of contract. And oligopolistic competition theory is used to explain various entry modes for international expansion. Competency theory support strategic decision of utilizing key competitive advantage. Furthermore, research methodologies including qualitative and quantitative methodologies are suggested for more rigorous international franchising research. Quantitative research needs more real data other than survey data which is usually respondent's judgment. In order to verify theory more rigorously, research based on real data is essential. However, real quantitative data is quite hard to get. The qualitative research other than single case study is also highly recommended. Since international franchising has limited number of applications, scientific research based on grounded theory and ethnography study can be used. Scientific case study is differentiated with single case study on its data collection method and analysis method. The key concept is triangulation in measurement, logical coding and comparison. Finally, it provides overall research direction for international franchising after summarizing research trend in Korea. International franchising research in Korea has two different types, one is for studying Korean franchisor going overseas and the other is for Korean franchisee of foreign franchisor. Among research on Korean franchisor, two common patterns are observed. First of all, they usually deal with success story of one franchisor. The other common pattern is that they focus on same industry and country. Therefore, international franchise research needs to extend their focus to broader subjects with scientific research methodology as well as development of new theory.

• Information Systems Review
• /
• v.17 no.2
• /
• pp.77-100
• /
• 2015

This study examined the factors that influence the smartphone user's decision to accept the personalized mobile advertisement. As a theoretical basis, we applied the privacy calculus model (PCM) that illustrates how consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. In particular, we investigated how smartphone users make a risk-benefit assessment under which personalized service as benefit-side factor and information privacy risks as a risk-side factor accompanying their acceptance of advertisements. Further, we extend the current PCM by considering advertisement fatigue as a new factor that may influence the user's acceptance. The research model with five (5) hypotheses was tested using data gathered from 215 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a mobile advertisement service was provided. The results showed that three (3) out of five (5) hypotheses were supported. First, we found that the intention to accept advertisements is positively and significantly influenced by the perceived value of personalization. Second, perceived advertisement fatigue was also found to be a strong predictor of the intention to accept advertisements. However, we did not find any evidence of direct influence of privacy risks. Finally, we found that the significant moderating effect between the perceived value of personalization and advertisement fatigue. This suggests that the firms should provide effective tailored advertisement that can increase the perceived value of personalization to mitigate the negative impacts of advertisement fatigue.

• Management & Information Systems Review
• /
• v.29 no.4
• /
• pp.143-167
• /
• 2010

Diverse research topics relating to Social Network Services (SNS) such as, social affective factors in relationships among internet users, social capital value of SNS, comparing attributes why users are intending to participate in SNS, user's lifestyle and their preferences, and the exploratory seeking potential of SNS as a social capital need to be focused on. However, these researches that have been undertaken only consider facts at a particular period of the changing computing environment. In accordance with this indispensability, the integrated view on what technical, social and business characteristics and attributes need to be acknowledged. The purpose of this study is to analyze the evolving attributes and characteristics of SNS from Web 1.0 to Mobile web 2.0 through the Web 2.0 and Mobile 1.0 period. Based on the relevant literature, the attributes that drive the changing technological, social and business aspects of SNS have been developed and analyzed. This exploratory study analyzed major attributes and relationships between SNS and users by changing the paradigms which represented each period. It classified and chronicled each period by representing paradigms and deducted the attributes by considering three aspects such as technological, social and business administration. The major findings of this study are, firstly, the web based computing environment has been changed into the platform attribute for users in the aspect of technology. Users can only read, listen and view information through the web site in the early stages, but now it is possible that users can create, modify and distribute all kinds of information. Secondly, the few knowledge producers of web services have been changed into a collective intelligence by groups of people in the aspect of society. Information authority has been distributed and there is no limit to its spread. Many businesses recognized the potential of the SNS and they are considering how to utilize these advantages toward channel of promotion and marketing. Thirdly, the conventional marketing channel has been changed into oral transmission by using SNS. The market of innovative mobile technology such as smart phones, which provide convenience and access-ability toward customers, has been enlarged. New opportunities to build friendly relationship between business and customers as a new marketing chance have been created. Finally, the role of the consumer has been changed into the leading role of a prosumer. Users can create, modify and distribute information, and are performing the dual role of customer and producer.

• Information Systems Review
• /
• v.16 no.2
• /
• pp.1-23
• /
• 2014

With side effects such as Phishing and Spam using personal information in Social Network Service, there is a growing need for studies related to harmful behaviors such as the reason for privacy violation. As such, this study assumed privacy violation to be ethical decision, making behavior and used the Theory of Planned Behavior and Motivation Theory, which are mostly used in social science to identify the factors affecting privacy violation. The results suggested that the Perceived Enjoyment and Punishment used in motivation studies affected privacy violation behaviors, and that the factors of the Theory of Planned Behavior such as Attitude toward Privacy Violation, Subjective Norms of Privacy Violation, and Perceived Behavioral Control with regard to Privacy Violation significantly influenced the Intention to Privacy Violation. On the other hand, Perceived Curiosity and Subjective Norms of Privacy Violation did not affect the Intention to Privacy Violation. Therefore, this study confirmed that the Theory of Planned Behavior was appropriate to explain the Intention to Privacy Violation, and that the variables of the Motivation Theory generally influenced the Attitude toward Privacy Violation. This study was significant since it extended the scope of theoretical privacy study from users and victims centered to inflictor and applied the Extended Theory of Planned Behavior using the variables of the Motivation Theory in the study of Intention to Privacy Violation. From the practical aspect, it provided the ground for privacy education based on the fact that the Attitude toward Privacy Violation can be curbed when education on the Privacy Concerns, Perceived Enjoyment, and Punishment with regard to privacy is strengthened. It also cited the need for the punishment of privacy violation and the practical ground to amend the terms and conditions of user license and Personal Information Protection Act to provide policy support.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.48 no.3
• /
• pp.12-21
• /
• 2020

This study aims to implement the Sustainability Evaluation Framework of Korea Natural Parks to county parks in Gyeongsangnam-do, and to review the performance status of management effectiveness evaluation (MEE) and identify factors that influence the improvement of management effectiveness in protected areas. County park officers evaluated current management using this framework that was developed based on the MEE framework designed by the Korean Ministry of Environment. Among the principal values of county parks, 'natural and ecological' is indicated as the most important, followed by 'cultural and historic value' and 'leisure and recreation'. Natural disasters and climate change, visitor impact-inappropriate visitor behavior are indicated as current threats, and three county parks administrators viewed that there was no particular threat to their park. According to MEE results, the most effective management fields were 'State of cultural and historic value', 'State of leisure and recreational value', 'Current state of principal value'. The comparatively weaker fields were 'Threatened species management', 'Invasive species management', 'Management monitoring and evaluation'. The effects of sustainable management on county parks were analyzed through a regression analysis, and the influence of management factors reveal 'Annual budget', will impact attaining higher management scores. This study presents the current management information about county parks and provides support for the basis for the planning of county parks in Korea, suggesting the influencing factor.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.44 no.1
• /
• pp.107-118
• /
• 2016

The Seoul metropolitan government announced an open design competition for reconfiguring the annex building of the National Tax Service Building site on Sejong-daero as a space for citizens to commemorate the 70th anniversary of Korea's liberation. The site, built during the Japanese colonial period, has been in use ever since. This study, as one of the entries for the competition, described the strategy and design contents by drawing the concept and main points of the design through an analysis of the historical context of the site. As the guidelines instructed to consider the value of the Sejong-daero area and the cultural heritage through a comprehensive analysis, this study specified the site as a place connecting the past, present and future. Since the foundation of the Joseon dynasty, the Korean Empire and the Japanese colonial period, Sejong-daero has been a main site for important events and activities along with the change of the city structure. Jungdong, to the rear of the site, was a place for adopting new culture during the beginnings of modern Korea, while adjacent places like Duksugung, the Anglican church, and the Seoul City Council building have also been historic urban landscapes of the historical layers of time as the city has changed. When Gojong announced the Korean Empire, the city structure was remodeled with this site as the center along with Sogong-ro, Wongudan and so forth. In this study, public interest stated in the guidelines was focused and the relevance of the road and the plaza was considered from the view of an historic urban landscape by a comprehensive analysis with Sejong-daero as the center. The restoration of public interest was to be drawn as the concept of the object site by considering the current status and the change around the site and Jungdong at the rear. Returning the site to the public is ambiguous with the relevance of the restoration of public interest and as the symbol of the idea of the Korean Empire by Gojong's announcement. The object site, having the characteristic of being returned to the public, must ensure public interest and therefore the design strategy has been established with the keywords of openness, connection and void. As a result of a review of the alternatives, a plan for a square has an 8% slope, just as the original site does, and provides ramps for convenient access for all, including the disabled and the elderly, and is connected to the grounds adjacent. No construction is allowed at the terrace square of the Anglican church level and the main square connected to the pedestrian street, so a variety of modern city utilization can be done. The value of the site at which this design is aimed shall be given back to the public with the concepts of modern democracy, independence, and the vision of Gojong by reinterpreting the space from a modern viewpoint. This study focused on the processes of establishing a main concept and strategy rather than the content of the design details, and the suggestion is meaningful in that the design for the object site with historic backgrounds and the layers of time can continue to be grown.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.46 no.3
• /
• pp.1-13
• /
• 2018

Landscape Architecture is a minority manpower field that requires wide knowledge and experience. Therefore, the service market is narrower than other fields, and education service for practitioners is lacking. The purpose of this study is to propose e-learning content development methodology that can provide customized landscaping practical education according to the level of education and increase the economic efficiency of the development process. First, in theoretical review, the ADDIE model was modified to select the curriculum development model that pursues efficiency and introduced the concept of reusing learning objects in the SCORM-based model. In particular, to overcome the problems presented in the precious studies, the analysis and design stages have been strengthened and faculty designers with integrated knowledge of Landscape Architecture and ICT have led the overall phase. The actual development process is based on a step by step procedure--analysis of landscaping practitioners needs and environments, etc., teaching and learning procedures and the design of activities considering contents reuse, the first development such as actual shooting and editing, and the second development reusing the first development content--and was done in the order of evaluation and revision of professionalism and satisfaction. As a result of the study, the space-based courses composed of modular learning objects were first developed as 216 courses in 8 subjects, as 208 courses in 3 subjects in total, in which the modularized learning object are crossed and combined in units and difficulty-based courses were second developed in 216 courses with 3 subjects in total. As a result of the evaluation the satisfaction assessment of the overall satisfaction was 4.20 and the average value of the eight measures was 3.97, both being close to 4.0. For the professional assessment, the scores of 8 subjects were very high at 84.8 to 96.4 points. in context, the scores of 5 subjects were equal to from 89.9 to 96.4 points. In conclusion, as the study was conducted based on a clear understanding of the digital characteristics of e-learning contents and general characteristic of the landscaping industry, it was possible to develop a curriculum by developing a course composed of modular learning objects and reusing learning objects by unit. In particular, it has been proven to be effective in conveying professional knowledge and experiences via general procedures and provided an opportunity to overcome some analog problems that may occur in offline education. In the future, further studies need to be done by expanding the content and by focusing on segmented subjects.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.48 no.2
• /
• pp.10-19
• /
• 2020

The park program can adeptly cope with the diversification of leisure needs in accordance with the changing times. The program also makes the relationship between the users and the park itself closer. For this reason, the Seoul Metropolitan Government has operated a variety of programs, beginning with the Botanical Class Program at the Namsan Outdoor Botanical Garden in 1997. The government additionally began to organize park programs by establishing the Park and Leisure Department and three Park Greenery Offices. However, research on park programs is mainly focused on park users. Therefore, this study intends to reveal the structure of the programs by studying the program operation. The specific purposes of this study are '1. Review the institutional characteristics that underlie the operation of the Park Program in Seoul by examining the relevant laws, the operation organizations, and the personnel composition, 2. Analyze the operation methods, such as procurement and the execution of the program, operation costs, and public-private cooperation methods, etc. 3. Analyze the composition and contents of the program from 2015 to 2017, and process and identify the relationship between the structure of the program operation and the program itself.' Summarizing the results obtained from the study, as far as the structure of the first program operation, the support laws were not systematic, but the operating organization was working to establish a system. The second characteristic of the operation is that most of the budget was funded by local governments, but the level of citizen involvement was low. Third, when we looked at the characteristics of the program, the number of programs increased, but they were focused on a specific theme and few programs actively used the park facilities. Based on the results, three tasks can be proposed. The first is that the 'Act on Parks and Green Spaces' should include the concepts and support for park programs. Second, there is a need to change from the ideas of the quantitative increase of programs to qualitative improvements. Lastly, it is necessary to reorganize the Green Seoul Bureau of the Seoul Metropolitan Government into a citizen-led and leisure-oriented organization to promote the park leisure culture. This study has significance, as it was conducted with a service provider, not a program user, unlike many previous park program-related studies. The results of this study will be able to contribute not only to the Seoul Metropolitan Government, but also to other local governments to suggest the direction of the management and the operation of the park for the consumer, and consequently, it will help prepare the long-term vision of parks as the closest leisure location for most citizens.

• 대한공업교육학회지
• /
• v.38 no.1
• /
• pp.221-238
• /
• 2013

The purpose of this study was to revise and reorganize the direction of the department of ${\bigcirc}{\bigcirc}$Industrial High School though analysis of manufacturing status and workforce demand in Chungnam province focused on the Geumsan Area. In the study, ${\bigcirc}{\bigcirc}$Industrial High School of the status and actual conditions were identified through interview, literature review and data analysis. Surveys of the school teachers, parents and students was conducted in order to investigate the awareness of renaming and reorganization of school departments, curriculum revision of the school. Statistical data was collected and analyzed in order to figure out manufacturing industry and its workforce demand of Chungnam Province in Korea. Findings of the study were as follows: Small and medium enterprises of manufacturing industry have been developed a lot in Geumsan Area in Chungnam province. Four major industries including (1) automobile parts, (2) electronic and information equipment, (3) Cutting edge culture, and (4) Agricultural-livestock and bio are intensively fostered as regional strategic industries in the Chungnam province. The manufacturing industry has a 33.6-percent, and then service-mining and manufacturing industry has a 80.0-percent of total number of employee in Geumsan Area. It is expected that industrial workforce demand of Geumsan Area come out of manufacturing and service-mining industrial sector. The following is recommended for the school curriculum revision: (1) focussing on mechanical control for the revision of computer applying mechanical department, (2) focussing on automation electric equipment for the revision of electric control department, (3) focussing on food process control for revising of bio-food industrial department. It's helpful to make a progress of the school that establish identification of industrial specialized high school as an institution of vocational education at the secondary level through supplying qualified workforce to Manufacturing industry in Chungnam Province.

• Journal of Intelligence and Information Systems
• /
• v.21 no.2
• /
• pp.49-67
• /
• 2015

Recently, emerging the notion of big data and social media has led us to enter data's big bang. Social networking services are widely used by people around the world, and they have become a part of major communication tools for all ages. Over the last decade, as online social networking sites become increasingly popular, companies tend to focus on advanced social media analysis for their marketing strategies. In addition to social media analysis, companies are mainly concerned about propagating of negative opinions on social networking sites such as Facebook and Twitter, as well as e-commerce sites. The effect of online word of mouth (WOM) such as product rating, product review, and product recommendations is very influential, and negative opinions have significant impact on product sales. This trend has increased researchers' attention to a natural language processing, such as a sentiment analysis. A sentiment analysis, also refers to as an opinion mining, is a process of identifying the polarity of subjective information and has been applied to various research and practical fields. However, there are obstacles lies when Korean language (Hangul) is used in a natural language processing because it is an agglutinative language with rich morphology pose problems. Therefore, there is a lack of Korean natural language processing resources such as a sentiment lexicon, and this has resulted in significant limitations for researchers and practitioners who are considering sentiment analysis. Our study builds a Korean sentiment lexicon with collective intelligence, and provides API (Application Programming Interface) service to open and share a sentiment lexicon data with the public (www.openhangul.com). For the pre-processing, we have created a Korean lexicon database with over 517,178 words and classified them into sentiment and non-sentiment words. In order to classify them, we first identified stop words which often quite likely to play a negative role in sentiment analysis and excluded them from our sentiment scoring. In general, sentiment words are nouns, adjectives, verbs, adverbs as they have sentimental expressions such as positive, neutral, and negative. On the other hands, non-sentiment words are interjection, determiner, numeral, postposition, etc. as they generally have no sentimental expressions. To build a reliable sentiment lexicon, we have adopted a concept of collective intelligence as a model for crowdsourcing. In addition, a concept of folksonomy has been implemented in the process of taxonomy to help collective intelligence. In order to make up for an inherent weakness of folksonomy, we have adopted a majority rule by building a voting system. Participants, as voters were offered three voting options to choose from positivity, negativity, and neutrality, and the voting have been conducted on one of the largest social networking sites for college students in Korea. More than 35,000 votes have been made by college students in Korea, and we keep this voting system open by maintaining the project as a perpetual study. Besides, any change in the sentiment score of words can be an important observation because it enables us to keep track of temporal changes in Korean language as a natural language. Lastly, our study offers a RESTful, JSON based API service through a web platform to make easier support for users such as researchers, companies, and developers. Finally, our study makes important contributions to both research and practice. In terms of research, our Korean sentiment lexicon plays an important role as a resource for Korean natural language processing. In terms of practice, practitioners such as managers and marketers can implement sentiment analysis effectively by using Korean sentiment lexicon we built. Moreover, our study sheds new light on the value of folksonomy by combining collective intelligence, and we also expect to give a new direction and a new start to the development of Korean natural language processing.