• 마케팅과학연구
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• 제18권4호
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• pp.277-306
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• 2008

Knowledge1 is considered to be a key element of understanding how organizations gain and sustain competitive advantages. But very few firms are capable of creating the requisite knowledge and thus, firms should acquire and exploit new knowledge through knowledge transfer processes. The empirical part of this study involves examining relationships among adaptability of knowledge and knowledge transfer and marketing performance and testing the moderating roles of absorptive capacity, socialization and local marketing knowledge. This study is organized as follows: (1) Previous literature on knowledge, knowledge transfer and absorptive capacity is summarized, followed by the development of hypotheses derived from the knowledge-based view and absorptive capacity. (2) The hypotheses are tested with data collected from MNCs' subsidiaries performing marketing activities in Korea.Thestudyisclosedwithfindings,implications,andconclusions. Following six research hypotheses are drawn from literature review in related areas: H1: Adaptability of knowledge transferred from the MNCs' headquarters and other subsidiaries is positively associated with knowledge inflows into the receiving subsidiary. H2: The level of marketing knowledge transferred from the MNCs' headquarters and other subsidiaries is positively associated with marketing performance of the receiving subsidiary. H3: Increases in potential absorptive capacity will enhance the relationship between adaptability of knowledge and the level of marketing knowledge transfer. H4: Increases in realized absorptive capacity will enhance the relationship between the level of knowledge transfer and marketing performance of the receiving subsidiary. H5: Increases in socialization activity among the headquarters and subsidiaries will enhance the relationship between adaptability of knowledge and the level of marketing knowledge transfer. H6: Increases in the level of locally developed marketing knowledge will enhance the relationship between the level of knowledge transfer and marketing performance of the receiving subsidiary. The research framework that illustrates the proposed hypotheses is presented in figure 1. The unit of analysis for this study is knowledge transfer from the MNCs' headquarters and other subsidiaries to their subsidiaries operating in South Korea. The population for this study consists of subsidiaries established either as joint ventures or as wholly-owned subsidiaries. A group of 603 foreign firms were drawn from diverse industry organizations and business societies. After personal contact, telephone, fax, and e-mail to request that the respondents complete the questionnaire, 282 valid questionnaires from 133 initial sample companies were collected. The results of the empirical analyses significantly support all of the proposed hypotheses except hypothesis 3. Adaptability of external knowledge promotes knowledge transfer and the relationship is moderated by a firm's potential knowledge absorptive capacity. On the other hand, knowledge transfer improves a firm's marketing performance and a firm's realized knowledge absorptive capacity and local marketing knowledge moderate the relationship. The theoretical and practical implications of the findings in this study are as follows: (1) firms must take seeking, transferring, sharing and exploiting of external knowledge into serious consideration, while simultaneously creating knowledge to support the necessary business operations, remain competitive, and achieve superior performance. (2) Firms should continuously seek to develop their knowledge absorptive capacity (both potential and realized capacity) to absorb, learn and utilize valuable external knowledge. (3) Firms should emphasize not only absorptive capacity, but also development of local knowledge. Firms with strong absorptive capability and local knowledge can learn and transfer more external knowledge, which can be translated into greater levels of competence and performance.

• 아태비즈니스연구
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• 제10권3호
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• pp.53-67
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• 2019

Reverse knowledge transfer has been an important research theme in the literature on multinational corporations (MNCs). This paper proposes major determinants of MNC headquarters' willingness to adopt and use marketing knowledge from their subsidiaries. We argue that the willingness will be jointly determined by both the headquarter's absorptive capacity and the focal subsidiary's transfer capacity and willingness to transfer. In addition, we argue that these capability and motivation effects are moderated by (1) institutional distance between home and the focal host country, (2) the need to unlearn existing routines, and (3) types of entry modes. This paper contributes to the reverse knowledge transfer literature by proposing the argument that both motivational and capability factors are likely to determine the MNC parents' willingness to adopt and use marketing knowledge from their subsidiaries.

• Asia pacific journal of information systems
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• 제34권2호
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• pp.470-492
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• 2024

For nonprofit organizations to effectively conduct social media marketing, which is characterized by viral marketing, it is essential that members engage in voluntary and active social media marketing activities. The purpose of this study was to present and empirically analyze the factors that influence the social media marketing activities of nonprofit organization members. To this end, this paper presents a research model that combines social capital and social cognitive theory based on the theory of reasoned action. To test this research model, valid survey data were collected from 317 members of nonprofit organizations in Korea and analyzed with structural equation modeling. The main results suggest that reciprocity, shared goals, outcome expectations, and self-efficiency affect the social media marketing activity intentions of nonprofit organization members through attitude and subjective norms. These results provide practical guidelines for the revitalization of social media marketing in nonprofit organizations.

• Asia Marketing Journal
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• 제19권4호
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• pp.61-85
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• 2018

Open innovation is based on a different knowledge landscape, with a different logic about the sources and uses of technologies. It implies that firms increasingly rely on external sources of innovation by emphasizing these ideas and resources. Using datasets from the UK biotechnology industry, this paper explores firms' willingness to participate in open innovation. The results indicate that the switching cost is identified as the direct predictor of the willingness to participate in open innovation. While high commitment based on the trust with partner increases switching costs, IT infrastructure within the firm decreases switching costs to open innovation. Taken together, this research broadens the study on open innovation by applying the switching cost as a medium of knowledge transfer in the biotech industry.

• 한국지능정보시스템학회:학술대회논문집
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• 한국지능정보시스템학회 1999년도 추계학술대회-지능형 정보기술과 미래조직 Information Technology and Future Organization
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• pp.111-120
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• 1999

Although the concept of viewing knowledge as a critical resource has been widely accepted in prior studies, it is not fully understood how to acquire available knowledge in order to improve organizational effectiveness. However, it si sure that organizational knowledge management should pursuit the achievement of the business goal by delivering relevant and useful information to the right person at the right time. Group Support System (GSS) can play an important role to transfer scatter information into meaningful business knowledge for supporting strategic corporate decision-making. This study proposes a fuzzy GSS framework for acquiring workgroup knowledge from individual memory and aggregating workgroup knowledge to organizational knowledge. This study also proposes an architecture to support the fuzzy GSS framework. The architecture consists of user agents, information management agents, and a fuzzy model manager. To illustrate how the fuzzy GSS framework can be used to support the whole process of organization knowledge acquisition, an Internet-based GSS was developed and applied in a marketing decision process. It showed that the framework was effective for acquiring organizational knowledge.

• 한국중재학회지:중재연구
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• 제18권3호
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• pp.71-89
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• 2008

International technology transfer(ITT) or technology trade is a very comprehensive term covering various mechanisms and channels for shifting technologies across borders. Thus, it refers to numerous complex processes, ranging from innovation and international marketing of technology to its absorption and imitation. It includes technology, trade, and investment. Markets for exchanging technologies are inherently subject to failure due to appropriability problems, spillovers, asymmetric information, and market power. Thus, there is strong justification for public intervention. Technology developers are interested in reducing the costs and uncertainty of making transfers, along with protecting their rights to profit from such transfers. On the other hand, technology importers are interested in acquiring knowledge at minimal costs, asking for restricting sharply the exclusive rights of foreign firms to exploit technology. The purpose of this paper is to review the characteristics, risks, legal issues and contractual check points of ITT, focusing on the avoidance of commercial disputes during the very complex processes of ITT.

• 융합경영연구
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• 제8권1호
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• pp.12-19
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• 2020

Purpose - Strategic causes for the failure include unrealistic growth, overexpansion, unfamiliar new markets, volume obsession, unrealistic promises and poor project selection. Organizational causes are insufficient capital and profits, lack of business knowledge, poor financial management, poor sales skills, inadequate marketing, poor leadership, poor leadership transfer, project losses, poor field performance and owner bankruptcy. Uncontrollable causes include industry and economic weakness and banking and surety changes. While helpful, the list provides insufficient clarity regarding the causal roots of failure. Research design, data and methodology - The research framework to organize the information involved with many of the recent and large failures in the industry. Results - This research then identified five dominant root causes - excessive egoism, poor strategic leadership, too much change, loss of discipline and inadequate capitalization. Conclusion - Finally, additional input from external forces may accelerate the firm's pace to failure. It is important on the development of diagnostic tools that are based on this model and that will provide new ways to assess a conglomerate's level of risk for incurring a financial crisis.

• Asia Marketing Journal
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• 제16권3호
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• pp.35-56
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• 2014

With rapid change and intensive competition in the global economy, the capability to capture, absorb, develop, and transfer new knowledge is a key organizational success factor. Through effective learning, companies are more likely to develop the innovation, quality, and responsiveness essential to meet the growing expectations of customers and the disruptive threats of competitors and new technologies. In the paper the role of technological innovation and its relationship to organizational learning in managing technology-based new products are examined. Several factors which can influence the rate and effectiveness of organizational learning are identified. Barriers to learning also are discussed. Finally, several managerial implications and propositions for future research on learning and technological innovation are advanced.

• 한국인터넷방송통신학회논문지
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• 제13권6호
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• pp.167-172
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• 2013

WPAN은 근거리 무선 개인 통신망으로 센서간의 연동과 센서와 네트워크간의 요소기술을 포함하고 있다. 유비쿼터스 센서 네트워크의 핵심 기술로 WLAN이나 CDMA망과 연계하여 더 큰 유비쿼터스 네트워크를 형성할 수 있다. 본 논문에서는 WPAN과 헬스케어의 융합의 관점으로 정기진료를 필요로 하는 환자들 중 임산부를 대상으로, 임신중의 활동사항을 스마트폰을 이용하여 체계적으로 관리할 수 있는 스마트폰 애플리케이션을 제안한다. 진단결과 데이터를 스마트폰에 WPAN 방식을 사용하여 전송하며, 스케줄링과 함께 애플리케이션의 다양한 서비스를 제공할 수 있도록 한다.

• 유통과학연구
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• 제14권2호
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• pp.93-101
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• 2016

Purpose - This study aims to advance our knowledge about factors influencing technical startup performance through analysing technical startup process empirically. This study was conducted to focus on industry structure(industry growth rate, competitive intensity, and enter barriers), technology characteristics(technical excellence and wide range of technical application), and the performance in the technology-based start-ups. Specifically, analyzing moderating effect of technology-marketing strategy, this studied how moderating variables affect technical startup performance under industry structure. Research design, data, and methodology - The subject of this study was technology-based start-ups company that received technology transfer from public organization. The development of the paper model is based on the literature of the preceding research analysis in technology commercialization, performance of technology-based start-ups, and marketing strategy. This study has a construct that was defined in the previous studies, such that technology marketing strategy was defined into the two ways of being broad or narrow in strategic application. From November 3. 2015 to December 22, 220 questionnaires were distributed with targeting to start-up companies in technology-based. 188 responses were collected for empirical analysis except the missing and wrong value responses. This data were used for structural equation modeling and regression analysis. Results - The results of this study are as follows. First, as industry structure variables influencing on performance(technical, financial) of technology-based start-ups, industry growth rate, competitive intensity and enter barriers of variables were verified; high growth rate has more positive effect on performance than low growth rate, competitive low intensity has more positive effect on performance than competitive high intensity, low enter barriers have more positive effect on performance than high enter barriers. Second, as technology characteristics variables influences on the performance(technical, financial) of technology-based start-ups, technical excellence and wide range of technical application of variables were verified ; technical high-excellence has more positive effect on performance than technology low-excellence, wide range of technical application has more positive effect on performance than narrow range of technical application. We also find that technology marketing strategy(broad/narrow) in moderating factors on performance (technical, financial) is as follows. Analyzing the moderating effect depending on technology marketing strategy(broad/narrow), application of technology, and the types of technology strategy(broad/narrow) were revealed that broad marketing strategy had a more significant effect on performance of technology-based start-ups. With AMOS, the relevancy of the study model revealed higher for broad technology-marketing strategy than narrow technology marketing strategy, and the explanatory power revealed to be 6.4% higher in broad marketing strategy than narrow marketing strategy. Conclusions - This study confirmed that industry structure and technology characteristics are important factors influencing the performance of technology-based start-ups. Technology-marketing strategy affects the performance of technology-based start-ups between industry structure and technology characteristics. According to additional analysis, moderating variables and technology-marketing strategy are important factors influencing the performance of technology-based start-ups under industry structure and technology characteristics. Broad type of technology-marketing strategy has more attractive industry structure and excellent technology characteristics than narrow types of technology-marketing.