• Title/Summary/Keyword: global

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Perceived Value Effects on Global Brand Preference and Purchase Intention in Bakeries: Korean and Vietnamese Consumers (한국과 베트남 소비자의 지각된 가치가 베이커리 브랜드 선호도와 구매의도에 미치는 영향)

  • Cho, Joon-Sang
    • Journal of Distribution Science
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    • v.13 no.9
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    • pp.59-70
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    • 2015
  • Purpose - This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology - The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results - First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions - The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand's preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.

Critical Review of Global Strategy in Japanese Small- and Medium-sized Companies: A Case of I.S.T Corporation that Dominated the Global Market (일본 중소기업의 글로벌전략과 검토 과제: 세계를 제패한 I.S.T 기업 사례)

  • Kang, Sangmin;Kim, Changju;Tanaka, Mikihiro
    • Journal of East Asia Management
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    • v.1 no.1
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    • pp.29-49
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    • 2020
  • In an intensively competitive global market, small-and medium-sized firms are puzzled about how to develop sustainable competitive advantages against global rivalries, thus leading satisfactory economic performance. However, despite the roles and contributions of such small-and medium-sized firms in the local community and national economies in Japan, little guidance has been offered to the practical issues related to their strategic behaviors toward global management. To fill this notable knowledge gap, this study aims to investigate the conditions in which how Japanese small-and medium-sized could dominates global market, which is one of key challenges in the literature of small business and entrepreneurship. To obtain better insights to this research area, this study undertakes an in-depth interview survey with I.S.T (Industrial Summit Technology) Corporation that shows off the highest global market share (40 per cent) with seamless polyimide tube product widely used in office automation equipment (e.g., copiers and printers). This method of survey is designed to deeply understand historical considerations about how I.S.T Corporation could dominate in the global market of such seamless polyimide tube product. Based on findings drawn from an interview, this study identifies five major factors enabling I.S.T Corporation to be a competitive global hidden company: vision sharing through founder's entrepreneurship, core competence, strategic network, risk management, and employee engagement. Specifically, to become a global hidden champion, sharing the vision motivating employees to partake in shaping company's future will be the first step on the road to global success through founder's entrepreneurship. However, in order to achieve such a vision, the importance of company's core competence cannot be overemphasized, which differentiates your customer solution with those of competitors. As such, a group of experts will be naturally formed and demonstrates your expertise in the global market, thereby building sustainable competitiveness. On the other hand, to maintain sustainable competitiveness, it is necessary to make up for the weaknesses small-and medium-sized firms suffer from competitive resources while strengthening their own strengths through strategic networks with external organizations. Here, every company has to understand the critical role of risk management, which is essential in this process of being global company so as not to lose your own strengths. Last but not least, do not forget the significant effects of employee engagement in firm performance. To enhance employees' engagement, a company has to create an ideal organization culture which fits into company's history and personality. In doing so, such organization culture can allow the vision and strategy to be implemented into detailed business tactics while facilitating employees to challenge the status quo by experimenting with creative ideas.

Global-local Nexus in the Process of Media Globalization The Case Study of Global Women's Magazines in Korea (글로벌 여성잡지의 글로컬라이제이션 생산과정에 나타나는 글로벌과 지역의 상호작용)

  • Oh, Hyun-Sook
    • Korean journal of communication and information
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    • v.46
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    • pp.354-386
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    • 2009
  • Global women's magazines have been approached as a significant site for exploring the dynamic interaction between global and local forces. Unlike other global media products which are imported from overseas, global women's magazines are published through the cooperation with local companies. These ownership patterns allow local editions of global women's magazines to negotiate the tension and contradiction between the global media and local publishers. Thus, the main purpose of this research is to investigate the dialectic interaction between the global and local forces in the production of international women's magazines in Korea. To explore the dynamic interaction between the global and local forces, both globalization and localization efforts of international women's magazines which occur during the production process were examined through in-depth interviews with personnel in the magazine industry. The result of this research showed that international women's magazines are not a mere part of global media but a 'glocalized' media product, which carry local content via global formats. The form of international women's magazines seems to be more globalized or standardized, while the content (text) is relatively localized by reflecting local readers' interests and the cultural values of Korean society.

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A Study on Global Compliance of Global Companies under the Circumstance of Export Control (전략물자 무역환경에 따른 글로벌기업의 글로벌 컴플라이언스에 관한 연구)

  • Choi, Choon-Ho
    • THE INTERNATIONAL COMMERCE & LAW REVIEW
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    • v.39
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    • pp.367-389
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    • 2008
  • On the stage of an international trade with well-developed transportation, communication system and proliferation of free trade, global companies who are eager to sustain business growth by cutting cost and pioneering new market are facing a new challenge named "Global Compliance" of business transparency, export and import regulations, and potential international business environment. The purpose of a global compliance is to monitor and regulate a company's trade activities to reduce the risk of transactions that might violate relevant countries' laws, regulations, or standards. After the 911, for strengthening the non-proliferation of the export control goods, UNSCR1540(United Nations Security Council Resolution 1540(2004)) was declared in order to enforce the members to adopt the rules in the resolution into their national laws and regulations. Companies does not realized that they need to get rid of the risks because they underestimate the importance of international security, caused by their careless management. That is why currently the export control program is not fully observed by the most. Lack of awareness for the export control and the poor system of each members could be the reason for this unstable operating status. With this background, this thesis will study on the meaning of export control, schemes for companies to recognize its importance and governmental guideline to support global companies.

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Design of Global Buffer Manager in SAN-based Cluster File Systems (SAN 환경의 대용량 클러스터 파일 시스템을 위한 광역 버퍼 관리기의 설계)

  • Lee, Kyu-Woong
    • Journal of the Korea Institute of Information and Communication Engineering
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    • v.15 no.11
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    • pp.2404-2410
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    • 2011
  • This paper describes the design overview of cluster file system $SANique^{TM}$ based on SAN(Storage Area Network) environment. The design issues and problems of the conventional global buffer manager are also illustrated under a large set of clustered computing hosts. We propose the efficient global buffer management method that provides the more scalability and availability. In our proposed global buffer management method, we reuse the maintained list of lock information from our cluster lock manager. The global buffer manger can easily find and determine the location of requested data block cache based on that lock information. We present the pseudo code of the global buffer manager and illustration of global cache operation in cluster environment.

Environmental Changes in the Global Textile & Fashion Market & their Implications for Korean Firms (세계 섬유패션시장의 환경변화와 우리 기업의 과제)

  • Cho, KyeongSook
    • Journal of the Korean Society of Costume
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    • v.63 no.3
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    • pp.151-165
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    • 2013
  • This paper aims to examine the implications of the global market for Korean textile and fashion firms with regard to recent changes in the international business environment to improve the corporative management to the level that the global economy demands. The trade and business environment is moving toward the paradigm of glocalism. As the geographical scope of the market and business environment continues to expand with the aid of technological development, demands for global standards as a means to offer universal validity in business settings have been raised. The glocalized society values diversity as a notion beyond global standardization. The world trade orders are subject to free trade; however, protectionism has substantially promoted trade barriers in the name of the environment and safety issues, ethical managements, and intellectual property rights. For sustainable development in the global market, Korean firms should strive to implement global standards related to these issues and corporate social responsibility in their business settings.

The Global Competition for Talent and City-Region Development Strategies in Korea (인재(Talent)의 글로벌 경쟁과 우리나라 대도시권 발전전략)

  • Lee, Wonho
    • Journal of the Economic Geographical Society of Korea
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    • v.15 no.4
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    • pp.481-492
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    • 2012
  • This paper deals with the deepening global competition of talent between regions as well as states in the process of globalization and the transition toward knowledge-base economies. This study figures out the global geography of talent by examining the distribution and spatial changes of the talent at the global scale. It also analyzes key policies and mechanisms by investigating various countries' policies to attract global talents. Finally this paper points out the limitation of current city-regional development strategies for global competition in that it lacks the consideration of the importance of the talent. In response to that, we propose the strategy to focus on the quality of place to attract the global talent for the city-region development.

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