• 유통과학연구
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• 제15권6호
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• pp.47-56
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• 2017

Purpose - The purpose of this study is to examine the viability of imitation strategy. Imitation strategy is one of the strategic options that a late mover can choose, and by selecting the strategy, the company imitates key elements of the business model of first movers, and modifies them to suit its conditions. The author attempted to explain how the elements of first mover's business models were creatively adapted to suit the conditions of late movers so that they can secure market position face-to-face market leaders. Research design, data, and methodology - For the purpose of the study, Korean coffee franchise industry was selected to compare the strategies of first and late movers and to discuss imitation strategy in detail. The author conducted in-depth case study of first mover and business model innovator Starbucks and Ediya Coffee, one of their imitators. The paper examines how Ediya has imitated and modified the business model of Starbucks to secure its unique competitive position in domestic market by using value chain and generic strategy analysis. Results - Starbucks and Ediya were compared in terms of their interior design, the price level of beverages, the variety of side dishes, and shop locations. Starbucks have invested interior design heavily to shops, offered diverse beverages and side dishes with relatively high price, the shops are located in central areas, whereas Ediya has concentrated on achieving cost leadership in all value activities as maintaining the quality of key products. Ediya succeeded in achieving best-provider strategy, in which it enjoys both cost leadership and differentiation advantages, largely by the strategic alliance with the biggest coffee manufacturer, Dongsuh Foods in Korea. Conclusions - Though Ediya is the imitator of Starbucks, it has modified Starbucks business models and succeeded in providing the 'third place' experience for budget-minded customers. Ediya has also succeeded in benefiting its franchisees by lowering costs and simplifying the various tasks of coffee shop management. Due to these factors, Ediya could become one of the largest number shops as the coffee franchise in Korea.

• 영재교육연구
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• 제26권1호
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• pp.1-20
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• 2016

본 연구는 소외계층 영재의 인지적 특성과 학습요구 탐색을 목적으로 한다. 일반영재 99명, 소외영재 43명, 일반학생 50명에게 지능, 창의성, 상위인지, 인식론적 신념, 과제 선호도, 개인시간 활용에 대한 검사를 실시하였다. 소외영재는 지능 검사에서 다른 집단보다 점수 향상이 빠르게 나타나 추상화 능력이 뛰어남을 알 수 있었다. 소외영재는 토랜스 창의성 도형 검사에서 일반영재만큼 높은 점수를 보였으나, 언어 검사에서는 일반영재보다 낮은 점수를 보였다. 소외영재는 노력, 학습 능력, 전체 학습계획, 통합적 지식이 학습에서 중요한 것으로 인식하였지만, 일반영재에 비해 학습관리와 책략 같은 상위인지 기술과 합리적인 작업의 가치에 대한 인식론적 신념이 낮고 학습시간도 적었다. 독창적인 과제는 선호하나 어려운 것을 기피하는 소외영재의 성향을 고려하여 다양하게 접근하는 과제를 활용하거나 과제를 단계적으로 제시할 필요가 있으며, 언어능력 신장, 학습내용의 실제 생활에의 적용, 상위인지 기술 개발 등이 소외계층 영재를 위한 지도 방안으로 제안된다.