본 연구의 목적은 직무자원, 목표지향성, 그리고 공유리더십과 경력자본의 영향 관계를 파악을 통해 개인의 경력개발과 조직의 성과 향상을 도모하는 것이다. 나아가 직무자원과 경력자본의 관계에서 목표 지향성과 공유리더십의 매개효과를 확인하고자 한다. 특히 목표지향성은 성과목표지향성과 학습목표지 향성이라는 상반된 요소로 구성되어 있으므로, 본 연구에서는 두 요소를 각각의 변인으로 구분하여 연구를 진행하였다. 연구를 검증하기 위하여 국내 기업에 종사하는 구성원을 대상으로 2017년 10월 25일부터 11월 8일까지 2주간 온라인, 오프라인 설문 조사를 시행하였다. 설문에는 총 422명이 응답했으며, 불성실 응답을 제외한 최종 403부의 설문응답을 분석에 사용하였다. 분석 도구는 SPSS 22.0과 AMOS 20.0을 활용 하였다. 분석 결과 첫째, 직무자원은 경력자본, 학습목표지향성, 공유리더십에 각각 정적인 영향을 미치는 것으로 나타났지만, 성과목표지향성에는 영향을 미치지 못하였다. 그리고 학습목표지향성과 성과목 표지향성은 경력자본에 정적인 영향을 미쳤으나, 공유리더십은 경력자본에 부적인 영향을 미치는 것으로 나타났다. 둘째, 직무자원과 경력자본의 관계에서 학습목표지향성은 정적 매개효과를, 공유리더십은 부적 매개효과를 나타내는 것으로 확인되었지만 성과목표지향성은 매개효과가 없었다. 연구 결과를 바탕으로 경력자본 축적을 위하여 조직 차원에서는 개인의 목표지향성 차이를 고려한 학습 환경을 조성해야 하며, 개인 차원에서는 직무자원 활용을 극대화할 수 있도록 제도적, 실천적 노력이 필요하다는 시사점을 제시 하고자 한다.

황색점착트랩의 설치각도에 따른 고설재배 딸기의 주요 해충종들의 부착 특성을 확인하기 위해 수직, 수평 앞면 및 뒷면, 45도 앞면 및 뒷면 등으로 달리 트랩을 설치하여 점착트랩내의 부착위치를 조사하고, 각 트랩에 포획된 곤충종의 다양성을 분석하였다. 설치각도에 따른 점착트랩 내의 포획 위치는 진딧물류와 총채벌레류가 유사하게 모든 각도에서 상부에서 유살수가 많았으나 유의한 차이는 나타나지 않았다. 수직, 45도 윗면 트랩에서 종수와 총포획수가 유의하게 높았으나 각 처리별 Shannon 지수의 차이는 없었다. 45도 윗면 트랩에서만 Shimpson 지수가 높게 나타나 소수 종에 집중된 포획양상을 보였으며 모든 트랩에서 공통적으로 초파리와 총채벌레류가 우점하여 포획되었으나 총포획수가 적은 45도 아랫면 트랩의 경우 이들 우점종의 검출도가 낮았다.

본고에서 필자는 동반자 선교의 신학 정립과 실천적 방향을 연구한다. 왜냐하면, 동반자 선교가 선교의 중요한 문제로 오랫동안 제기되어 왔음에도 여전히 선교현장에서 제대로 실천되지 못하는 것이 어디에 기인하는지를 신학에서 찾고, 바른 신학정립을 통해 실천적인 문제들도 해결할 수 있을 것이라는 것을 알고 싶기 때문이다. 따라서 필자는 동반자 선교의 개념 규정을 간략히 하며, 동반자 선교의 신학적 근거를 제시하고, 그 신학적 토대에서 동반자 선교 문제의 해결책을 모색하는 순서로 연구를 진행한다. 본 연구의 목적은 전 세계의 모든 교회가 진정한 하나님의 선교의 동반자임을 인식하고, 동반자 선교를 구현하도록 돕는 데 있다. 이런 연구를 통해 동반자 선교에 걸림돌을 걷어내고, 분리와 경쟁과 시행착오와 중복투자와 낭비를 극복하고 진정성 있는 선교를 구현하며, 선교의 신뢰도를 고양할 수 있을 것이다.

목적: 본 연구는 안경사들을 대상으로 안경원의 어떠한 노력들이 안경사들의 직무만족과 조직몰입에 영향을 미치며, 안경사의 직무만족과 조직몰입이 안경사의 고객지향성에 어떠한 영향을 미치는 지를 분석함으로써 안경원의 경쟁력 유지 방안을 제시하는데 그 목적이 있다 방법: 본 연구는 전국의 안경사 200명을 대상으로 하였으며, 인터넷과 SNS를 통해 수집된 설문지를 SPSS ver. 18.0을 이용하여 빈도분석, T-test, 요인분석, 신뢰도분석, 다중회귀분석을 실시하였다. 결과: 안경원의 형태, 탄력근무제와 주5일근무제의 시행여부에 따른 직무만족과 조직몰입의 차이를 분석 하였다. 그 결과 주5일근무제를 시행하는 안경원에 근무하는 안경사들의 직무만족이 높은 것으로 나타났다. 안경원의 동료관계요인은 직무만족에 통계적으로 유의한 정(+)의 영향을 미치고, 감정노동요인과 직무과부하요인은 직무만족에 통계적으로 유의한 부(-)의 영향을 미치는 것으로 분석되었다. 또한 동료관계요인과 보상요인은 조직몰입에 통계적으로 유의한 정(+)의 영향을 미치고, 감정노동요인과 직무과부하요인은 조직몰입에 통계적으로 유의한 부(-)의 영향을 미치는 것으로 분석되었으며, 안경사의 직무만족과 조직몰입은 고객지향성에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 분석되었다. 결론: 안경원은 소속 안경사들이 보다 더 고객지향적인 태도로 업무에 임하도록 하기 위해 안경사의 직무만족도와 조직몰입도를 향상시킬 필요가 있다. 그리고 안경사의 직무만족도와 조직몰입도를 향상시키기 위해 동료 또는 상사와 서로 신뢰하고 존경하는 관계를 형성할 수 있도록 하는 노력이 필요하다. 또한 안경사들의 자기관리를 위해 지속적인 소통과 교육이 필요하다. 그리고 실효성있는 보상체계를 마련할 필요가 있다.

The importance of eWOM (electronic word-of-mouth) communication through online communities is increasing on a daily basis. This study analyzed how the relationship between eWOM (electronic Word-Of-Mouth) factor and eWOM communication depends on the cultural orientation of users in the online community. The research model was developed based on four cultural orientations of individual affect Social tie and usefulness. The model consists of variables such as social tie and perceived usefulness as predecessors of eWOM, four dimensions of cultural orientation (Horizontal Individualism, Horizontal Collectivism, Vertical Individualism, Vertical Collectivism), and eWOM. The model was tested empirically using the PLS (partial least squares) structure equation model. Survey was conducted for online community users in South Korea. Data was statistically validated whether fits on research model. The study results reveal that Social Tie have a positive effect on Perceived Usefulness. Social Tie and Perceived Usefulness have a positive effect on eWOM. 3 of cultural orientations (HC, VI, VC) have a positive effect on Social Tie. Only one of cultural orientations (HC) have an negative effect on Perceived Usefulness. Especially, horizontal collectivism (HC) shows strong correlation with perceived usefulness, whereas vertical collectivism (VC) shows weak correlation with perceived usefulness andvertical individualism (VI) shows strongly correlation with social tie, whereas horizontal individualism (HI) shows weak correlation with social tie. Based on the study results, customized service strategy could be formulated according to the different vertical styles and various eWOM factors.

Modern society has become an aging society, and the National Statistics Office(NSO) expects that Korea will be also an aging society by 2019, that is, people over the age of 65 will account for 14 percent from the total population. In addition, the increase of labor flexibility is also one of the dramatic features in modern society. However, this social shift have unpredictable results, that is, the advent and increase of grandparent and grandchildren family. Modern medical technology has given Koreans longer expectancies, and structural and economic changes in society have brought early retirement. One of the main reasons that grandparent and grandchildren family increase is below an average of two children per family. There are various services available such as Health support center, Dream start center, Youth support center, Community child center, and Community welfare center. Besides, schools operates various programs for grandparent and grandchildren family with social workers and school counselors. But, most of all, what is necessary is a change of perspective on them. Basically, we need to develop a clear perspective on grandparent and grandchildren family as a not dismantling family type but alternative family type with creating a separate program or service

목적 : 본 연구는 주의력결핍 과잉행동장애(Attention Deficit Hyperactivity Disorder : ADHD) 청소년에게 Cognitive Orientation of Occupational Performance (CO-OP)를 적용하였을 때 글씨쓰기 과제 수행의 향상에 영향을 주는지 알아보고자 했다. 연구방법 : 본 연구는 글씨쓰기 명료도에 문제를 가졌으며, ADHD로 진단받은 청소년 1명을 대상으로 시행하였다. 연구는 개별실험 연구방법 중 ABA설계를 사용하였고, 각각 2회, 8회, 2회기로 총 12회기 시행되었다. 중재기간동안에는 CO-OP접근법으로 글씨쓰기 과제를 훈련하였고, 결과측정은 수행의 질을 평가하는 Performance Quality Rating Scale(PQRS)를 사용하였다. 나머지 두 개의 과제는 훈련하지 않았으며 인지전략 기술이 일반화 되었는지 확인하기 위하여 AMPS(Assessment of Motor and Process Skills)를 실시하였다. 자료분석은 중재 전․후의 대상자의 글씨쓰기 명료도를 비교하였으며, 중재기간 동안 활동의 수행의 질은 그래프를 통한 시각적 분석을 통해 제시하였다. 결과 : 대상자는 PQRS 점수변화는 기초선에 비해 중재기간에 향상되었고, 재기초선 기간에도 유지되었다. CO-OP 중재 전․후 글씨쓰기 명료도는 42%에서 96%향상되었으며, AMPS 결과 처리기술은 0.21 로짓에서 0.8 로짓으로 유의미한 향상을 나타내었다. 결론 : 본 연구에서 적용한 CO-OP의 적용사례를 통해, ADHD아동의 글씨쓰기 명료도 향상에 효과가 있는 것을 확인할 수 있었으며, 인지적 전략을 다른 과제로 일반화 될 수 있음을 확인하였다.

본 연구는 자원보존이론과 사회적 비교이론을 기반으로 개인의 사회적 비교성향이 지식 공유 행위에 어떠한 영향을 미치는지를 검토하는 한편, 상사-구성원 관계의 사회적 비교(LMXSC) 수준과 동료 도움 의 정도가 개인의 사회적 비교성향이 지식 공유에 미치는 효과를 어떻게 상이하게 조절하는지를 살펴보았다. 본 연구에서는 개인의 사회적 비교성향이 지식 공유 행위를 감소시킬 것이라고 예측하였으며, 상사 -구성원 관계의 사회적 비교가 낮을 때 이러한 사회적 비교성향이 지식 공유 행위에 미치는 부(-)의 효과가 보다 강화될 것이라고 보았다. 이와는 반대로, 동료 도움의 경우 동료 도움이 높다고 인식할 경우 사회적 비교성향이 지식 공유 행위에 미치는 부(-)의 효과가 보다 강화될 것이라고 가설화하였다. 이러한 가설들을 검증하기 위해 다양한 산업군의 조직에서 근무하는 155명의 상사-직원 설문을 통해 분석한 결과, 예측과 같이 사회적 비교성향은 지식 공유 행위를 감소시키는 것으로 나타났다. 또한 상사-구성원 교환 사회적 비교에 대한 인식이 낮을 때 사회적 비교성향이 지식 공유에 미치는 부(-)의 효과가 강화되었으며, 반대로 동료 도움의 경우 동료 도움에 대한 인식이 높을 때 사회적 비교성향이 지식 공유에 미치는 부(-)의 효과가 강화되었다. 이러한 연구결과를 바탕으로 결론에서는 지식경영 관점에서의 시사점과 연구의 한계점 및 향후 연구방향을 논의하였다.

Introduction Retail competition in Japan has become more intense because of multiple reasons. The income and population composition are changing, and many international retailers have entered the Japanese market. It is important for Japanese retailers to differentiate from competitors and maintain a competitive advantage in the long run. To do so, Japanese retailers focus on increasing customer value by controlling their value chains. Therefore, market orientation and supply chain orientation have become very important for Japanese retailers who try to expand their market shares in the Japanese retail market. This study develops and empirically tests a model of the impact of market orientation and supply chain orientation on business performance in Japanese retailing. Theoretical Development Previous literature provides evidence on the positive impact of market orientation on business performance (e.g. Cano et al., 2004; Murray et al., 2011; Morgan, 2012; Ngo & O’Cass, 2012). There are also a few studies in the context of retailing (e.g. Griffith et al., 2006; Kajalo & Lindblom, 2015; Moore & Fairhurst, 2003; Yu et al., 2014). However, only a few studies are focusing on the relationship between supply chain orientation and marketing orientation and the impact of their interplay on business performance (e.g. Martin & Grbac, 2003; Min et al., 2007). Market orientation can be seen as the foundation for customer relationship management. The effectiveness of customer relationship management depends heavily on market intelligence. To attract new customers and retain old customers firms have to satisfy not only existing needs but also latent needs. In retailing, market orientation is very important because the organization of retailing is based on the multi-unit organization where sales staff in stores is in close contact with customers and can get direct information from the customers. Supply chain orientation (SCO) is separated into two concepts: strategic supply chain orientation and structural supply chain orientation (Patel et al., 2013). Strategic SCO is defined as the supply chain directed motivation and objectives arising from executive strategic plans and decisions. Structural SCO is defined as the behaviors and actions related to supply chain management in the implementation of its strategic plan. Therefore, strategic SCO is the antecedent of structural SCO. In retailing, many retail buyers search and negotiate with the suppliers who have the ownership of strong brands and distribution networks. In the buying process, retail buyers can get market information from suppliers. Thus, a retailer can collect market information from internal and external sources. This information is useful for the retailer to not only make marketing plan but also to revise marketing plan during its implementation process. To sum up, customer relationship management and supply chain orientation have a positive impact on marketing capabilities. Similarly, marketing capabilities have a positive impact on business performance. The theoretical framework of the study is presented in Figure 1. Data and Measurement To test the framework, we conducted a mail survey (N=243) among Japanese retailers in 2017. The scales were adapted or developed from existing literature. Market orientation (MO) was based on questions adapted from Narver and Slater (1990). Strategic SCO (STRACO) and structural SCO (STRUSCO) scales were based on Patel et al. (2013). Customer relationship management (CRM) was based on Vorhies et al. (2011), marketing capabilities (MKGCAP) was based on Morgan et al. (2003) and Vorhies and Morgan (2005). Business performance was based on Hooley et al. (2005). The measurement model was assessed using Mplus 8. The measurement model specification allows each construct to covariate with all others. The fit indexes of the measurement model were satisfactory (CFI: 0.95; TLI: 0.94; RMSEA: 0.05; SRMR: 0.05). Next, we tested the reliability and validity of measurements. The convergent and discriminate validity of the latent variables were tested by confirmatory factor analysis where all constructs are correlated (Table 1). Also, we tested the common methods variance using two methods: Harman’s single factor test and the common latent method. The results of these methods suggest that common method variance is not a problem in this study. Results and Conclusions We tested the hypotheses by applying structural equation modeling (SEM) using Mplus 8. The results are presented in Figure 1. The proposed model provides a good fit to the data (χ2= 517.1, d.f.=290, p < 0.000; CFI = 0.94; TLI = 0.94, RMSEA = 0.06, SRMR = 0.08). In addition, we assessed the mediating role of marketing capabilities by employing a bootstrapping routine (Table 2). Figure 1 presents the results of the SEM. Most hypotheses were supported, and overall the study provides evidence of the importance of market orientation and strategic SCO on business performance. The most interesting findings are related to the role of marketing capabilities and structural SCO. First, the results show that marketing capabilities serve as a mediator between business performance and customer relationship management (H7). The main aim of CRM is to establish and keep the relationship with target customers. CRM contributes to increasing the marketing capabilities by helping retailer achieve marketing objectives more effectively and efficiently (Chang et al., 2010). Second, marketing capabilities is not a mediator between business performance and structural SCO (H8). The structural SCO has a negative direct impact on business performance, while structural SCO has a positive impact on marketing capabilities which in turn has a positive impact on business performance. Japanese retailer-supplier relationships are different from that in the western economy (Chung et al., 2006). The channel members in Japan have a long-term orientation when they establish a relationship with each other. The findings of our study reflect this cultural aspect of Japanese retailing environment. Japanese retailers purchase products and services from suppliers on long-term. Economic performance is not a single decision making criteria. Instead, relationships with suppliers who do not contribute fully to economic performance continue. The result of H8 refers to this character of Japanese retailing environment.

This study is one of a study of the innovation process of Co-Created Value (CCV) typed Supermarkets in Japan. The study is done through a collaboration style with Yaoko and Hallo-day, which are recognized as the most CCV typed Supermarkets in Japan for the past 6 years (The two Supermarkets are similar to Wholefoods Market and Wegmans in the U.S.). Basically, this study aims to indicate the mechanism of why these SM manage to grow continuously. The hint to finding the answer in these SM is hidden in“Highly Sticky Information (HSI)”, which is the precious information attached to these employees working in Meal Solution Space refined as “Cooking Support Corner (CSC)”. This HSI is only the source of a competitive power. In Management and Marketing study, I believe the Market Orientation (MO) and CCV is strongly related. To note, inside the company function is MO, and outside relation of the company and the consumer is defined as CCV (See Figure 1). The existing studies in this study are summarized into five directions; “Theory of Sticky Information (TSI), Service-Dominant Logic (SDL), Service-Logic (SL), CCV, and MO”. First, TSI by v. Hippel (1994) and Ogawa S. (1998) were advocated. This theory explains that the HSI is attached to people, and it is the precious information (e.g., Consumers’ needs, insights, and dissatisfaction experience in retailing) and its transfer cost is expensive. Therefore, the company must find a way to collect this precious information in low cost and smoothly absorb such information effectively in their company. In order to do so, the company needs to have a place to communicate with their customer. This lead to the incremental innovation of interactive community space within SM. Secondly, the SDL by S.L. Vargo and R.F. Lusch (2004), and the SL by C.Grönroos, (2006) were advocated. Their concept is basically common understanding of“Consumer 1)shinya.nakami182367@gmail.com Creates Context Value.”However, SDL tends to centralize the concept from the point of the goods more so compared to SL, ; SDL is based on 4Ps marketing in the U.S., whereas the SL is based on the relationship marketing and service marketing in North Europe. Third, the CCV by C.K. Prahalad & V. Ramaswamy (2004) and Muramatsu,J. (2015, 2016) were advocated. Their concept is related to the SDL and the SL. In short, their concept explains that the Value communicates and interacts with consumers and employees in the communication space (Real-Store or Virtual), then, the consumers may need to explain a bit, and finally they create the context value. This stream is the “CCV in Marketing.”And it is important that“Consumers Create Customer Experience”.Nowadays, as many may have already recognized, the CCV is closely related to “Omni-channel”phenomenon. At last, MO by K. Kohli & B.J. Jaworski (1990) and J.C. Narver & S.F. Slater (1990) were advocated. Their concept is constructed roughly in three processes. First step is to collect the customers’ needs and insights. Second step is to sharing such resource within the company. Third step is a feedback, which allows improvements and the production of goods and service to the customers. MO shows how the company understands and work with the customers’ viewpoint. In summary, TSI, SDL, SL, CCV and MO are closely linked with the concept of “Customer Satisfaction and Engagement Orientation by V. Kumar (2016)”in service marketing. And this study is very unique to connecting CCV and MO based upon“TSI”in Japanese CCV typed SM, using not only quantitative, but also in qualitative survey. Next, the purpose of this study is to analyzed the relationship between Performance and “CCV and MO” with awareness of HSI, which is attached to the employees working in Meal Solution Corner of CCV typed Supermarkets, and to make a theoretical framework. The main SM reference is Yaoko in Saitama prefecture and Hallo-day Co. in Fukuoka prefecture, Japan. They both hold two unique and strong points. First, they have a clear cooperate policy. Another is that they have established a clear business positioning. In their interviews, the head representatives from both SM stated that, the most important key for the SM is to be loved by their customers, and to be trusted. Also, my hypothesis was that because the two SM companies had the strong character of CCV orientation, they can continue on with the incremental innovation. The reason why is that, they had 5 elements from customers’ viewpoint, “Koten-keiei” based on Chain Operation, CCV Orientation, Hypothetical Culture, Learning Organization, and Cross-Functional Organization (Nakami 2015, 2016). With 5 such key elements, they manage to increase the sales and profit for over 20 years. In Retailing, store has two meanings. One is a space for selling goods, the other is that it is a “community space” for the residents in each region. Nowadays, the latter role seems to be especially important for strategy in differentiating with Virtual-retailer versus Real- retailer. The two SM companies, Yaoko and Hallo-day, have interactive communication space called “CSC”at the store. The employees as house-wife is working in CSC (Often times, the employees are also relatable to consumers as they themselves are housewife working part time.). By communication of employees and customers in CSC learns about customers’ needs, insights, and possible dissatisfaction in service and even some resource issues within the consumer’s family. These precious information are the most precious and important resources for the retailers. Therefore, CSC is positioned as the information center between the store and the Headquarter. But the average SM has not recognized this importance. They have recognized CSC simply as a Sample Tasting Corner. This is a big mistake. They see the place as similar to eat-in-corner. CSC is the space of “Solving Problem”in the customers based on Job theory by C.M. Christensen (2016). In this study, there is one more important viewpoint, which is known as MO. This concept was proposed by Kohli & Jaworski (1990) and Narver & Slatter (1990). This study is based on the concept of MO in the action viewpoint by Kohli & Jaworski, where the employees working in CSC has the HSI from the customers and share this with the store amongst different departments along with the headquarter, and to propose the counter action to the customers. If the retailing has understood this concept, they would be able to produce incremental innovation. The research question of this study as mentioned in prior, has two unique points. One is to why this study analyzes the importance between performance and HSI, CCV and MO both the consumer’s side and Company’s side. In short, one of the character is how the consumer reputes the CSC with HSI. Second is to how the middle management (GM and manager) working in Yaoko and Hallo-day’s headquarter and the management (shop manager and the chief in each department) in the store repute the CSC, and to what degree do they hold the ability of MO (See Figure 2). There are two analysis approaches in this study. First, Regression Analysis approaches the store-loyalty-focuse of CSC from consumers’ side. Second is Covariance Structure Analysis, which is similar to Sakagawa’s where after the factor analysis of MO and CCV ability in both Headquarter and Store management workers within he company side. The summary of this study is as follows. The consumers see the CSC as the space to gain further and deeper knowledge of goods and a place of communal gathering and interactive space, with mind also placing in hopes that they can provide awareness to the workers in regards to their dissatisfaction in service or further requests and demands in service. On the other hand, the management layers in headquarter reminds CSC as the space of cross MD and the space to execute MO”. The store manager is almost same similar to the management layers in headquarter. However, the difference in view of the two may seem the only true difference is MD Standardization. The reason why is that a manual is needed to establish MO within a store. This CCV typed study result seems to be similar to the study result of Sakagawa’s Chain Store Model in Japan (2016) that MD Standardization is important to execute MO in Retailing especially. In present, this study is continuing to build up the research framework compared between Chain Store Model in Japanese SM by Sakagawa Y. (2016) and CCV Model, and whether there is a CSC in store or non-cooperating supported Hallo-day SM quantitatively. At the GMC2018, I plan to deliver the report of analyzed result and the research framework. Finally, these findings of quantitative and qualitative study will be useful and beneficial towards the study of innovation process in the retailing, both consumers’ and companys’ viewpoint. Perhaps, HSI will be more effective to create CCV and MO in Retailing as the platform between the consumers and retailers continues to seek for enhancement in high quality and demand. Also, this study will be extended to Omni-channel study to make Customer Experience in Real store and Virtual (Customer Touch-point).

This is a cross-culture study looking into how organization’s customer orientation and empowerment influence hotel employees’ three types of OCBs (OCB-O, OCB-I and OCB-C). Using data collected from US and Australia employees, the study found that customer orientation was a significant predictor of employees’ three types of OCBs, while empowerment was only a significant predictor for employees’ OCB-C. Culture was found to moderate the proposed relationships, with stronger relationships observed in US than in Australia.

Specifics of emerging markets raise some questions on the applicability of wellestablished marketing concepts and scales, widely used in the developed markets, in the context of emerging markets. Over the past twenty years emerging markets have remained one of the main focus of marketing research. The interest of the researchers to the emerging markets is not accidental, it is caused by the peculiarities of the developing markets. Specific features of the emerging markets challenge the use of approaches designed for developed markets in emerging markets. Existing research describes peculiarities of emerging markets and shows the evidence of inability to use the theories designed in the developed markets in emerging markets (Burgess, Steenkamp, 2006; Sheth, 2011). The external environment and the increasing competition force companies to rethink their marketing activities and seek new sources of competitive advantages, and one of the primary tasks for the company is the development of customer orientation (Jacob, 2006; Ellis, 2006; Frambach, Fiss, Ingenbleek, 2016). Customer orientation (CO), as one of the key concepts of contemporary marketing, requires rethinking in the context of emerging markets (Sheth, 2011; Roersen, Kraaijenbrink, Groen, 2013; Smirnova, Rebiazina, Frosen, 2018). The purpose of this paper is to develop a tool for a complex evaluation of the company’s CO adapted to the specifics of the Russian emerging market. The empirical study includes mixed qualitative-quantitative design: at the first stage a quantitative survey with representatives of 239 companies operating in the Russian market, and at the second - 62 in-depth interviews were conducted to test the CO scale’s applicability to the Russian market.

Prior research found a firm’s strategic orientation has a key impact on product innovativeness performance (Ozkaya et al., 2015). Both marketing orientation and learning orientation help firms to develop new product designs, generate innovative ideas, and achieve a better business performance (Narver & Stanley, 1990; Chuang, Morgan & Robson, 2015; Calantone et al, 2002). In line with prior studies, the purpose of this research is to investigate the mediating role of absorptive capacity (ACAP) (Cohen & Levinthal, 1990) on the effect of a firm’s strategic orientation (i.e., marketing orientation and learning orientation) on product innovativeness. We further investigated how environmental uncertainty moderates the effects of market orientation and learning orientation on product innovativeness. Survey method is adopted to collect data from Chinese manufacturer SMEs in the IT industry. 318 questionnaires were collected and analysed. CFA result shows that all constructs meet minimum requirements for reliability and discriminant validity test. Structural Equation Model (SEM) test reveals that both learning orientation and competitor orientation have significant impacts on product innovativeness, and ACAP plays partial meditation roles to effects from learning orientation to product innovativeness, and competitor orientation to product innovativeness. Customer orientation does not show a direct effect on product innovativeness, but is fully mediated by ACAP. We further tested whether the model is moderated by environmental uncertainty (EU) and result shows that EU only moderates the impact from learning orientation to product innovativeness. By developing a model of strategic orientation– absorptive capacity- product innovativeness, we contribute to the extant literature in strategic marketing.

In line with previous research calls for greater alignment of the public with the private sector practices, this study highlights the significance of investigating organizational service orientation in public organizations, incorporating also internal customer and internal supplier satisfaction. The study incorporates a detailed statistical analysis (Instrumental Variables approach) to examine the relationship between Organizational Service Orientation and Job Satisfaction. This study utilized responses from 511 front-line employees in the public sector. Given the fact that Instrumental Variables approach controls for endogeneity, we can safely infer the existence of an interactive relationship between Organizational Service Orientation and Job Satisfaction. As with any study, several limitations may apply, including other factors that could intervene in the relationship between OSO and JS, greater sample size, and investigation among individuals of a single nationality. The findings of this study highlight the need to take initiatives towards enhancing public front-line employees‟ satisfaction as internal customers, and in turn their job satisfaction for improving delivery of services in public organizations. Our findings extend the line of research in service related theory within the public sector. Interestingly, the interactive relationship between Organizational Service Orientation and Job Satisfaction is also new to the private domain.

While market orientation is long evident to be a key contributor to firm performance (Narver & Slater, 1990; Jaworski & Kohli, 1993), firms now increasingly find that proactive market orientation (Narver, Slater & Maclachlan, 2004) may be more appropriate for the rapidly changing market. Not only can it contribute to new product development success, it is proposed that it can enhance the ability to market which is labeled marketing exploration (Kyriakopoulos & Moorman, 2004). In this study, we posited proactive market orientation together with the original market orientation named here responsive market orientation as essential to developing a firm’s marketing exploration capability. As marketing competences reside in the everyday routines and practice related to the marketing function, marketing exploration enables one to update the ability to perform various marketing tasks which is essential capability of the firm to get ahead of the competition. Entrepreneurial orientation is also introduced as a mediating factor between the above relationships with the argument that such posture is related to a firm’s propensity to innovate, take risk and be proactive (Lumpkin & Dess, 1996) which is related to a proactive market orientation. A survey was carried out in China and results show that proactive market orientation is positively related to marketing exploration while responsive market orientation has positive impact on marketing exploration only through entrepreneurial orientation. Marketing exploration in turn positively impact firm performance. Results of this study contribute theoretically in revitalizing the market orientation literature which has been research for almost three decades. While leading customers with a proactive market orientation is getting more salient in this rapidly changing market environment, the original market orientation cannot be ignored. Both orientations are essential to enhance firms’ ability to renew their marketing skills and routines. This is definitely more important than just coming up with new products/services as it enables firms to update its marketing knowledge and skills so is crucial to long term performance.

Export Market Orientation (EMO)- one of the most important strategic orientations of exporting firms- has received much attention in the last two decades within organization and academia alike. EMO has become an emerging issue that benefits the integration of market orientation, internationalization, and export performance literature into coherence. After the introduction of this concept in international business (IB) literature, we observed a surge of research focusing on EMO incorporating scale development for measurement as well as empirical studies that investigate the antecedents to and consequences of EMO along with moderation and mediation. This review systematically examines EMO research, analyzing 31 articles published in 19 leading journals available between 1999 and 2017. What we can conclude from the review is that EMO research is still in its infancy. We attempted to identify some research gaps and suggest some future avenues of research.

융⋅복합 제품의 확산, 디지털 기술의 발전과 고도화, 제품수명주기의 단축, 지식원천의 다양화 등 경영환경의 급격한 변화로 인하여 기업은 내부 자원만을 이용한 혁신으로 경쟁에 대처하기 어려운 상황에 놓이게 되었다. 특히, 중소기업은 자체 기술개발의 한계와 자원의 제약으로 인해 환경변화에 신속하게 대처하기가 더욱 어렵다. 기업이 제품과 시장에서 지위를 강화하기 위해서는 혁신에 필요한 아이디어나 기술 등을 외부에서 조달하고 내부의 자원들도 외부와 공유하며 새로운 제품과 서비스를 개발해야만 한다. 기업이 기업 내부와 외부로의 지식흐름을 활용하여 내부 혁신성과를 높이고 혁신의 외부 활용시장을 확대하여 기업의 가치를 높이는 개방형 혁신 패러다임은 여전히 유용한 혁신 전략이 될 수 있는 이유이다. 개방형 혁신에 관한 다양한 연구들이 진행되었지만, 중소기업의 개방형 혁신의 선행요인과 기업성과를 하나의 연구모형으로 분석하여 개방형 혁신에 대한 심층적인 이해를 제공한 연구는 부족하다. 또한 개방형 혁신의 선행요인 연구에서 그 중요성에도 불구하고 충분하게 검증되지 않았던 기업가 지향성과 개방적 조직문화에 대해 그 영향을 실증적으로 확인할 필요가 있다. 본 연구는 중소기업의 기업가 지향성과 개방적 조직문화가 개방형 혁신에 미치는 영향을 검토하고, 기업가 지향성, 개방적 조직문화, 개방형 혁신이 기업성과에 미치는 직⋅간접적 영향을 개방형 혁신의 매개효과를 중심으로 분석한다. 실증분석을 위해 우리나라 상장기업들과 외부감사기업들 중 종업원 100인 이상 5,000명 이하 제조기업을 대상으로 설문조사를 진행하였으며, 283개의 유효한 응답결과에 대해 구조방정식 모형을 이용하여 연구모형과 가설을 검증했다. 실증분석 결과는 첫째, 기업가 지향성은 개방형 혁신과 기업성과에 긍정적인 영향을 준다. 둘째, 기업의 개방적 조직문화는 개방형 혁신에는 긍정적인 영향을 나타내지만 기업성과에 미치는 직접적 영향은 통계적으로 유의하지 않는 것으로 나타냈다. 셋째, 개방형 혁신은 기업성과에 긍정적인 영향을 나타내는 것으로 확인되었다. 넷째, 개방형 혁신은 기업가 지향성과 기업성과 사이에서 부분적으로 매개효과를 나타내며, 개방적 조직문화와 기업성과 사이에서는 완전매개 효과를 나타내었다.

The current study examined the influence of individual trait such as Need-For-Touch level (NFT; high vs. low) and swiping orientation (vertical vs. horizontal) on product evaluation and preference when using touch-screen interface like a smart phone and a tablet. Swiping is one of the most common interaction techniques for changing pages or searching some aligned pictures on touch-screen interface and it can be used in vertical and horizontal orientations. The experiment revealed a significant interaction between swiping orientation and NFT on preference, however the interaction on change-in-price of given products was only marginally significant. To be specific, high NFT participants reported higher preference for horizontal-swipe than vertical-swipe products, but such difference did not occur with low NFT participants. The current study illustrates the influence of swiping orientation and NFT on product preference and it provides a new perspective of design principles especially for online shopping websites.

조직에서 구성원의 도전적 목표달성을 위한 자발적 노력이 중요해지면서 높은 수준의 성취가 요구되 는 상황에서 개인이 어떠한 목표를 선호하는가를 의미하는 목표지향성의 개념은 많은 학문적 관심을 받고 있다. 다양한 유형의 목표지향성 중에서 학습을 통한 업무 능력의 향상 및 성장 관련 목표를 추구하고 자 하는 욕구를 의미하는 학습목표지향성과 탁월한 업적을 창출하거나 능력을 보여줌으로써 타인으로부터 좋은 평가를 받고자 하는 목표를 추구하는 욕구를 의미하는 성과증명목표지향성은 직무에 대한 태도 및 성과와 관련 있는 목표지향성의 유형으로 인식되고 있다. 이 두 유형은 도전적 상황을 해석하고 대응 하는 방식에서 차이가 존재한다는 점에서 직무에 대한 긍정적 또는 부정적 태도와 상이한 관계성을 맺을 수 있음에도, 이에 대한 선행연구는 부족하였다. 또한 조직구성원이 보유하는 주요한 목표 중 하나는 경력 성공으로써 구성원의 경력에 대한 몰입 수준에 따라서 두 유형의 목표지향성이 직무 태도에 미치는 영향 은 다를 수 있을 것이다. 이에, 본 연구는 목표지향성을 학습목표지향성과 성과증명목표지향성으로 구분 하고, 이 두 유형의 목표지향성이 직무만족과 직무소진의 하위차원 중 하나인 정서적 고갈에 미치는 차별 적 영향을 살펴보고, 이들 관계에서 경력몰입의 조절효과를 검증하고자 시행되었다. 국내 직장인 167명을 대상으로 설문조사를 통해 자료를 수집하고, 회귀분석을 통해 가설을 검증하였다. 분석 결과, 첫째, 학습목표지향성은 직무만족에 정(+)의 영향을 주는 것으로 나타난 반면, 정서적 고갈에 는 부(-)의 영향을 미치는 것으로 나타났다. 그러나 본 연구의 예상과는 달리 성과증명목표지향성이 높을 수록 직무만족은 높아졌으며, 정서적 고갈에는 유의한 부정적 영향을 주지 못하는 것으로 나타났다. 둘째, 경력몰입의 조절효과와 관련해서는 경력몰입이 낮을수록 학습목표지향성과 직무만족간의 정(+)의 관계 는 강해지는 반면, 학습목표지향성과 정서적 고갈의 부(-)의 관계는 경력몰입이 높을수록 강해지는 것으 로 나타났다. 성과증명목표지향성을 보유한 구성원의 경우, 경력몰입이 높을수록 정서적 고갈은 증가하는 반면, 경력몰입이 낮을수록 직무만족은 높아지는 것으로 나타났다. 본 연구는 목표지향성이 구성원의 직무만족 및 정서적 고갈에 영향을 미치는 메커니즘을 경력몰입이 라는 특성을 고려하여 살펴봄으로써, 목표지향성과 직무에 대한 태도 간의 관계를 심층적으로 이해하는 데에 기여하고 있다. 실무적인 측면에서 보면, 본 연구는 학습목표지향성이 높은 구성원에게 학습을 동반 한 도전적이고 흥미로운 업무를 부여하는 것이 중요하며, 성과증명목표지향성을 보유한 구성원의 경우에 는 승진 등 경력목표를 과도하게 추구함으로써 정서적 고갈에 빠지지 않도록 하는 것이 중요하다는 점을 시사하고 있다. 본 연구의 한계점 및 향후 연구방향은 논문의 말미에 제시하였다.