This contribution focuses on fitting between heuristic rules and the task environment in business to business market. The subject is about evidence-based business decision-making process in the business actors‟ perspective. The empirical setting of fashion business to business markets is considered, focusing on adaptive behavior situated in the interaction processes in customer-supplier relationships emerging from empirical researches. The paper considers two key aspects of the process: (1) the origin and diffusion of the heuristic rules adopted by the actors (adoption) and (2) the fields in which the rules can be used (scope) are discussed. The central research questions are: How heuristics are adopted and diffused in the fashion business to business environment (adoption)? How wide is the context in which the heuristic rule is applied by the actors (scope)? Fashion business to business markets is our setting of analysis. First of all we have to define what are heuristics. Studies of decision-making processes generally divide them into two, mutually exclusive types: rational decision making versus rule-based decision making (March 1994). In the case of rational decision making the approach is to evaluate the consequences of any decision in terms of either pure (maximizing) or limited rationality (satisficing). In rational decision making, consequential choices are adopted, hence an evaluation of preferences and expectations is necessary and decisive to the final outcome. Instead, in rule-based decision making, what counts most is following the rules, the aim being to satisfy and/or define an identity. In rule-based decision making, rules deemed appropriate are adopted, and what then counts are the rules and the identity, which form the basis for taking well-thought-out actions. Rationality requires less „specific‟ knowledge, since it relies on abstract rules. In this approach, following the rules may instead involve understanding them in relation to the specific context in which they are to be applied. The relations between heuristics and interaction in business networks provide a means to study other aspects of the evolution of the relationship between enterprise and business market environment (Artinger et al. 2015; Guercini et al. 2014, 2015). In fact, the network of relationships the actors adopt images of the relationships to be cultivated with the precise aim of formulating an effective representation of the market, enable other phenomena to be examined, not so much in their qualitative aspects, but rather as regards their importance as perceived by business decision-makers. In light of these relations between heuristics and setting, the essential properties of heuristics that we propose to examine herein are: (1) specificity, intended as the field of application and setting in which any heuristic rule is generated and routinely applied; (2) convergence, which concerns how widespread, at least in appearance, any given heuristic rule is amongst actors in a given market setting (Guercini 2012). In other terms, the heuristics of entrepreneurial marketing can be considered specific to this particular setting, in that they concern the degrees to which such rules are generated, are successful, and are confined to the specific setting or context. Looking more closely at the two above-mentioned properties, specificity is high when, for instance, a heuristic refers to a specific, circumscribed matter (for example assessing the opportune moment to purchase certain semi-finished goods) and finds no application in any other setting. Conversely, a rule‟s degree of specificity is low when its field of application is broad: a rule may, since its inception, be applicable to many different fields, or it may be initially applicable only to a limited range of decisions, but subsequently find fruitful application in other, broader matters (Guercini et al. 2014). The degree of convergence instead regards the frequency with which a given heuristic rule is adopted within a population, a community or, in our case, by entrepreneurs. Such adoption may only be apparent, in the sense that what seems to be a single rule may actually represent various, subtly different rules for each individual, given the supremely personal, individual nature of fine mental processes. Evaluating the degree of convergence of a given heuristic within a population obviously involves measuring its dissemination in terms that are recognized as such by the researcher. Convergence is high for rules adopted by everyone, or at least by a large segment of the population in question. Other heuristic rules are instead developed by individuals in forming their personal judgments and seem to be unique to such individuals, in that they do not arise in others. This implies that heuristic rules may be the source of a relative advantage for the entrepreneur, in so far as the heuristic in question proves itself successful, that is, an element that determines a good choice when other methods are ineffective or may even produce negative effects. Specificity and convergence are thus general properties of the heuristics adopted by entrepreneurial marketers, and are strongly tied to the interpersonal relationships and consequent interactions within business decision-makers‟ personal contact networks (Guercini et al. 2015). Heuristic procedures are easily detectable in the descriptions of enterprise top management of the processes they utilize in assessing possibilities and forming judgments. Some of these procedures are highly abstract and applicable to various different settings, for instance, regarding problems typically facing firms as well as purchase decision-makers. In the following we shall briefly present some of the heuristics encountered in our research; a more detailed description and more rigorous modeling of their characteristics will be addressed in future work. Let us consider now a fashion business to business settings, and more precisely the situation in which the decision-maker of a fashion firm is tasked with formulating a judgment regarding the best choice of colors to keep up with the fashion trends of coming seasons. From interviews with representatives of styling divisions, what repeatedly emerged was their conviction that “strong” colors periodically and forcefully come back in fashion. Some even went so far as to specify the duration of this cycle: seven years – that is, the same as the number of strong colors –, which also turns out to be coherent with long-standing observations on the limits of human cognitive function (Miller 1956). No clearly defined explanation was offered of the reasons for, or origins of, this rule, although some hypotheses were advanced: simply that a sort of “law” was first noticed and then became consolidated as its predictions were repeatedly verified over time. A second example is that of the textile firm entrepreneurial marketer called on to provide a forecast of the fabrics that will be most widely utilized in the market over the next few seasons. From the marketer‟s perspective, the price of natural fibers is one element on which to base any judgment regarding future fabric usage trends. Clearly, there are technical time constraints on the purchasing of fibers for spinning, which must naturally precede the sale of the fabric, and may even take place already in the stage of drafting the fabric sample book. Thus, a specific assessment rule is applied: those fibers whose price increases during certain periods of the year are deemed to be those that will be in most widespread use the following season. However, for some years now this rule has begun to seem less reliable than in the past. Workers in the sector speak of greater complexity in the wool market, where supply factors, such as international manufacturers‟ policy of stepping up fiber tops production, have had the effect of upsetting traditional market dynamics. The heuristic rules in these examples can be regarded in the perspective of the attributes they present, in particular, their “specificity” (or field of application) and their “convergence” (or degree of dissemination). A rule that is highly specific to a certain application setting looses much of its value when applied to judgments other than the one for which it has been developed. On the other hand, a rule that is in widespread use in many firms can hardly become a distinctive resource for entrepreneurial marketers. The widespread dissemination of a given heuristic rule amongst the rules “in stock” or the “adaptive toolbox” of firms may influence its effectiveness. Indeed, the fact that a rule is shared by many may justify its adoption in light of the validity that the decision-makers seem to attribute it, even if it is less probable that its use impart a distinctive competitive advantage. The examples of heuristic processes presented in the foregoing seem to enjoy different degrees of specificity and convergence. The association of certain heuristics to specific settings takes on the significance attributed to them by Simon (1979), as rules bound by the task environment and not clearly referable to relatively abstract mechanisms or endowed with autonomy. Mechanisms applicable to less specific settings are instead referable to the heuristics described by Tversky and Kahneman (1974), including representativeness, availability and adjustment/anchoring, identified in relation to the possible distortions and errors associated to them. The heuristics modeled by “building blocks” by Gigerenzer et al. are seemingly cannot be captured by a few categories, given the variety of formal models identified. Briefly, these include (1) recognition heuristic; (2) fluency heuristic; (3) take-the-best; (4) tallying; (5) satisficing; (6) 1/N equality heuristic; (7) default heuristic; (8) tit-for-tat; (9) imitate the majority; (10) imitate the successful; (11) hiatus heuristic; (12) fast and frugal trees; (13) mapping models; (14) averaging the judgment; (15) social circle; (16) moral behavior (Gigerenzer and Gaissmaier 2011, Gigerenzer and Brighton 2009). In the approach proposed by Gigerenzer and his “adaptive behavior and cognition program”, formal models are necessary to evaluate the real contribution of heuristics to cognition, decision-making and behavior. For details, refer to the publications of the adaptive-behavior-and-cognition program (Gigerenzer 2007; Todd and Gigerenzer 2012). Rule-based decision making implies the availability of rules to follow and consistency with an established identity as the driving factors in the decisionmaking process. If the rules satisfy an ecological rationality approach, are such rules then the result of a process of rules selection with which the decision makers are endowed innately or they are formed through a process of learning? And, if the latter is true, what are the characteristics of the decision-making process during the stage that the rules formation schemes are more open? And lastly, when the rules have already been defined, are they necessarily stable or can they be questioned and, if so, in what terms? These research questions are part of the future research stimulated by this first exploration based on case study research.

농산물 직거래는 생산자와 소비자를 직접 연결하면서 중간유통비용을 절감하고 이를 통해 생산자와 소비자 모두에게 만족을 줄 수 있는 대안적인 유통경로이다. 이러한 역할때문에 최근 온라인 농산물 직 거래에 대한 관심이 다시 높아지고 있다. 하지만 농산물 직거래는 중간유통단계를 생략하는 것이기 때 문에 생산자가 그 역할을 대신하여야 하기에 다양한 장애요인을 가지고 있다. 본 연구에서는 직거래를 추진하고 있는 농업인을 대상으로 직거래 장애요인을 파악하고, 직거래 활성화를 위하여 농촌진흥청에 서 수행하고 있는 e-비즈니스 교육을 어떤 방향으로 이끌어가야 할지에 대하여 방향을 제시하였다. 그 결과, 교육 프로그램 보완, 개인역량 강화, 협업화, 농업인들이 희망하는 교육 확대 등이 필요한 것으로 나타났다.

The current manuscript examines new product pricing in recessive B2B markets. Analyzing data from four industrial sectors, the study concludes that skimming pricing and penetration pricing relate to the company’s corporate and marketing strategy and the product characteristics, while market conditions influence the adoption of pricing similar to competitive prices.

This study organizes not only the middle-long term developing plan of safety health education to put emphasis on a manufacturing industry, but also the developing plan of activating the domestic safety health education. On the basis of this study, current safety health education can be developed. To achieve a goal of implementing domestic safety health education, this study is carried out more deeply as follows.

대형마트를 운영하는 회사들은 2012. 1. 17. ｢유통산업발전법｣이 개정 되어 지방자치단체장들로부터 영업시간 제한 및 의무휴업일 지정의 영업 규제를 받자 이에 불복하여 소송을 제기하였고, 대법원은 2015. 11. 19. 선고 2015두295 전원합의체 판결로 지방자치단체장들의 대형마트에 대 한 영업시간 제한 및 의무휴업일 지정 처분은 적법하다고 판시하였다. 위 대법원 판결에서 다수의견·반대의견·보충의견이 첨예하게 대립한 논쟁의 쟁점은 대형마트 내에 입점하여 있는 용역제공 장소가 영업시간 제한 및 의무휴업일 지정 규제의 대상이 되는지와 관련하여 대형마트로 등록된 대규모점포 의 요건에 관한 구 ｢유통산업발전법｣ 및 동법시행령의 해석에 관한 것이었다. 위와 같이 대법원 전원합의체에서 다수의견·반대의견·보충의견이 나 뉠 정도로 ｢유통산업발전법｣ 체계가 혼란스럽고 내용이 불명확하여 많은 문제점이 발생하고 있다. 이러한 문제점을 해결하기 위해서는 ｢유통산업 발전법｣상 용어인 매장·점포·시장 등에 대한 개념의 명확화, 대규모점 포 등의 영업형태 분류의 현실화 및 체계화, 영업형태와 관련한 영업규 제의 필요성 등이 반영된 입법 수정작업을 하여 대형마트의 용역제공 장 소를 둘러싼 논쟁을 근본적으로 해결하여야 할 것이다. 또한 ｢유통산업 발전법｣의 입법취지에 반하여 특정한 영업형태를 규제하려는 것은 오히 려 영업형태의 발전과 진화를 막는 결과를 초래하고 유통산업의 발전을 저해하는 결과를 초래할 것이므로 출점규제 내지 영업규제를 최소화 하 여야 하는 방향으로 입법이 이루어져야 할 것이다. 궁극적으로는 대형마 트를 비롯한 대규모점포의 규제는 중소유통업자를 보호하기 위한 경제적 목적 규제 가 아닌 외국 선진 입법례와 같이 환경, 교통, 토지의 효율적 이용 등을 목적으로 하는 사회적 목적의 규제 로 전환하는 입법이 이루 어져야 할 것이다.

본 연구는 급변하는 경영환경 속에서 BtoB거래에서의 협업이 중요함에도 불구하고 협업을 구성하는 요소가 불명확하기에 협업Quality라고 명명한 측정도구 개발이 목적이며, 이를 바탕으로 BtoB기업의 조 직성과와의 구조적 관계를 연구한 논문이다. 협업Quality의 측정개발은 Study1, Study2로 구성이 되어있으며, Study1에서는 FGI를 통해 협업 Quality의 측정항목을 개발하고, 전문가 집단의 인터뷰를 통해 협업의 구성요인을 알아냈다. Study2에서 는 측정항목들의 신뢰성과 타당성을 검증하여 4개의 요인으로 도출하였고, 이 요인들을 신뢰, 공유된 목표, 정보공유성, 조직유연성으로 명명하였다. 마지막으로 도출된 요인들과 조직성과와의 관계를 규명하였다. 결과적으로 본 연구의 협업Quality는 BtoB거래에서 공급업체와 구매업체간의 협업을 의미하며, 개발된 측정도구는 향후 협업과 파트너십 연구에 기초자료가 될 것으로 기대된다.

This study aims to examine factors affecting the seafood processing business of primary cooperatives. For this purpose, I divided primary cooperatives that participate to seafood processing business into three group by sales scale. And then analyzed survey results for the four items that might be affecting the seafood processing business, type of seafood processing methods, HACCP certification status, distribution channels, processing difficulties during project implementation, etc. The result offers four implications. First, It is desirable to reduce the burden of the initial investment by leveraging the consignment process at the initial entry to seafood processing business. Second, HACCP certification is essential factor in order to promote seafood processing business as a long-term economic business. Third, To the steady growth of the seafood processing business, it is important to secure fixed large customers, as well as a individual customer. Fourth, For the continued growth of the seafood processing business it should be approached differently by way of sales, when the National Federation of Fisheries Cooperatives support to primary cooperatives.

This study aims to observe effects of global R&D cooperation outcomes and global business abilities of small businesses by a national aid program. This study selected a program, Industry Technical Global Cooperation Project launched from Korea Institute for Advancement of Technology (KIAT). Also, small businesses CEOs’ roll and efficiency are very important to increase outcomes and improve abilities of their companies. In this study, CEO’s global level or ability is regarded of small businesses’ global level. Then, this study shows positive effects between a national aid program and global R&D cooperation outcome and between global R&D cooperation outcome and global business abilities.

In this research, the factors determining the purchase of a product that has been launched as the line extensions of different retail business formats are clarified not only through the purchases of competitor brands, but also through the views of the webpage of the parent brand.Research on the evaluation of line extensions has clarified such relationships as the success or failure of an extension brand and the strength of the parent brand (Reddy et al., 1994), trial and repeat purchases of the extension brand and purchase frequencies of the parent brand (Kim and Sullivan, 1998), the cannibalization of the parent brand by the extension brand (Lomax and McWilliam, 2001), and the interdependence of the extension brand and the parent brand (Sinapuelas et al., 2010). Previous analyses of the factors determining a line extension and their evaluations assumed that consumer purchasing behavior took place within the same retail business format and within a store; as a result, these analyses focused on consumer purchase history data. In this research, in addition to data on the purchase histories of consumers, an attempt was made to ascertain the factors determining a line extension for the horizontal actions of consumers across different retail business formats and stores by applying single-source data, supplemented by data on the access histories of targeted consumer webpages. Specifically, with the specialty coffee shops of Tully’s Coffee (subsequently, TS) and Starbucks Coffee (subsequently, SB) as subjects of the analysis, a binominal logistic regression analysis was applied to investigate the question of whether the purchase or non-purchase of products that these shops launched for convenience stores could be explained by the types of views of the webpages of each of the coffee shops that became the parent brands. The analysis employed single-source data on purchase histories and webpage access histories within i-SSP (Intage Single Source Panel), provided by Intage Inc. The investigation period was the 10 months, from October 2012 to July 2013. As a result of this analysis, the following were established: (1) For both TS and SB, purchases of the extension brands could not be promoted only from the views of the webpage of the extension brands; (2) for both TS and SB, the views of the product webpages of the parent brands promoted purchases of the extension brands; and (3) for SB only, the views of its shop webpage promoted purchases of its extension brand. These are findings that cannot be established using only data on either consumer purchase histories or webpage-access histories. In an analysis of a line extension, they can be ascertained only from webpage access that is related to the parent brand from the direction ascertained for past purchases of competitor products.

Although the relationship marketing literature acknowledges the importance of switching costs for increasing customer retention in general, little is known about its relevance in industrial markets. In particular, it is unclear whether switching costs and its dimensions impact relevant behavioral outcomes of buyer-seller relationships in business-to-business (B2B) markets. Against this background, our research intends to make two main contributions: Since we assume differential effects for different types of switching costs, our research first explores the dimensions of switching costs for the B2B domain. Second, it tests the relative impact of the dimensions of switching costs on business customers’ actual purchase behavior. Results suggest that switching costs in B2B settings are a multi-faceted construct, including (i) procedural, (ii) financial, and (iii) relational switching costs. Moreover, we find relational switching costs to be most important for securing B2B buyer-seller relationships since they impact a customer’s (a) share-of-wallet, (b) cross buying behavior, and (c) actual switching behavior. While procedural switching costs only influence share-of-wallet, financial switching costs solely impact customer’s cross-buying behavior across a firm’s product and services categories. These findings contribute to a better understanding about how to secure B2B buyer-seller relationships.

This study is concerned with the extent to which network-oriented behaviors directly and/or indirectly affect firm performance. We posit that a firm’s interactive behaviors in relation to an embedded network structure are key mechanisms that facilitate the development of important organizational capabilities in dealing with business partners. Such network-oriented behaviors, which are aimed at affecting the position of a company in the network, are consequently important drivers of firm performance, rather than the network structure alone. We develop a conceptual model that captures network-oriented behaviors as a driving force of firm performance in relation to three other key organizational behaviors, i.e. customer-oriented, competitor-oriented and relationship-oriented behaviors. We test the hypothesized model using a data set of 354 responses collected via an on-line questionnaire from UK managers, whose organizations operate in business-to-business markets in either manufacturing or services sectors. Based on the research results all the hypothesized relationships are supported, except the moderation effect of technological turbulence on the relationship of network-oriented behaviors and relationship portfolio effectiveness. The research results indicate that a firm’s network-oriented behaviors positively impact on the development of customer-oriented and competitor-oriented behaviors. They also foster relationship coordination with its important business partners within the network. In addition, the effective management of the firm’s portfolio of relationships is found to mediate the positive impact of network-oriented behaviors on firm profitability.

Although the role of Guanxi in the Chinese business to business (B2B) market as a form of relationship marketing has received increasing attention in recent years, few empirical studies have explicitly distinguished between Guanxi and relationship marketing. Westerners typically consider Guanxi as unethical, but foreign-invested enterprises (FIEs) may have some difficulty in fully practicing relationship marketing in China without considering the influence of Chinese culture. In this regard, this study is guided by the following research question: “In China, should foreign-invested enterprises (FIEs) adopt Guanxi instead of relationship marketing in the B2B market?” In this study, we first provide an overview of previous research on Guanxi, focusing on the fundamental differences between Guanxi and relationship marketing. We then provide an empirical analysis of the differential effects of Guanxi and relationship marketing on firm performance by investigating 295 FIEs in the Chinese B2B market. The results suggest that Guanxi and relationship marketing are not trade-off options in today’s Chinese market. Guanxi and relationship marketing have synergetic effects on firm performance, that is, they have differential effects based on the mode of market entry and the type of competitor. Guanxi is more likely to influence firm performance for collaboration based entry firms rather than entry without collaboration firms, whereas relationship marketing is more likely to influence firm performance when FIEs’ main competitors are foreign firms than when they are local firms.

This study aims at observing effect of global R&D cooperation outcome and global business ability of small businesses by national aid program. Also, this study aims to observe between national aid program and global R&D cooperation outcome. As a result, the national aid programs can be used to get global level technique and develop global markets. Also, the programs can positive effects to the small businesses for making global network and ability. They can be good methods for growing as global small businesses in the world.

디지털 기술의 급속한 발전으로 시간과 공간의 제약이 없는 인프라 환경이 구현되 면서 더욱 더 유연하고 빠른 적응성에 대한 요구가 정치, 경제, 문화 전반에 확산됨에 따라 IT 기술을 통해서 이러한 요구를 충족시킬 수 있는 서비스로 대두되고 있는 것 이 바로 클라우드 서비스이다. 이러한 클라우드 서비스 시대의 개막은 관련 기업뿐만 아니라 공공기관, 개인에 이르기까지 모든 영역의 서비스 이용자들의 삶에도 큰 변화 를 가져오고 있다. 본 연구에서는 더욱 더 사회적 이슈가 되고 있는 고령화 사회에 대 응하기 위한 클라우드 서비스 비즈니즈 모델을 개발하기 위한 프레임워크를 제안하고 자 한다. 이를 위하여 고령화 사회를 정의하고 변화를 분석하고 클라우드 산업 비즈니 스 모델 구성요소를 찾기 위한 시장 다이나믹스 분석을 통해 클라우드 비즈니스 모델 에 영향을 주는 시니어 마켓 변화 동인을 확인하고 시니어 마켓을 활성화하기 위해 고령층의 니즈를 분류한다. 그리고 고객니즈 변화 분석과 가치사슬분석을 하여 나온 고객니즈와 제공하는 기능을 축으로 비즈니스 모델을 설계한다. 또한 시니어 마켓 변 화 동인에 따른 환경변화 속에서 성장을 지속 가능하게 하는 비즈니스 모델 진화를 분석한다. 마지막으로 변화하는 비즈니스 모델을 평가하기 위한 프레임워크를 제시하 여 기업 상황에 맞는 비즈니스 모델을 선택하는데 도움을 두고자 한다.

한국 이러닝 산업의 국내 시장은 포화상태이고 수출지역이 중국 및 일본에 국한되었기 때문에 수출지역 확대를 위한 신규시장 개척이 필요하다. 또한 해외 진출시 필요한 유통망 확보, 객관적 해외시장 정보, 접근전략 등이 포함된 종합적인 해외시장진출 정보 역시 지원되어야 할 시점이다. 이를 위해 한국의 이러닝 산업은 시장성이높지만 한국의 진출이 미미한 수준인 중동권 시장 진출을 추진할 필요가 있다. 또한중동지역 진출과 더불어 그 지역의 사회, 문화와 더불어 기업 현황, 교육 현황, 정부정책 등을 체계적으로 분석하여 추진전략을 세워야 한다.본 연구는 사우디아라비아와 UAE의 이러닝 현황을 조사하고 이러닝 정부정책 현황및 관련기관, 정부부처, 주요기업 등을 유목화 하였다. 그리고 조사내용을 분석하여사우디아라비아와 UAE의 이러닝 시장 진출 전략을 도출하였다. 본 연구의 결과는국내 기업의 이러닝 해외시장 개척 및 글로벌 역량 강화를 촉진하는 자료가 될 것으로 예상된다. 특히 중동권 대표국의 이러닝 시장 전망 및 분석을 통한 정책 수립과산업진출 및 사업전개를 위한 사업실시 매뉴얼 구성을 위한 기초자료로 활용될 수있을 것이다.

기업 인력의 e-Business 적용 능력은 e-Business 환경에서 개인에게 주어진 업무를 효율적으로 수행하고 업무성과를 향상하기 위해 필요하다. 본 연구는 e-Business 인력의 측정도구, 측정체계 및 방법을 제시한다. 개발된 측정도구는 요인분석과 신뢰성 분석을 통하여 그 구조의 타당성을 검증하였고, e-Business 인력을 효과적으로 측정할 수 있는 16 개의 측정항목을 갖는 측정 도구를 제시하였다. 개발된 측정도구의 적용성과 활용성은 실

The government separated and established the industrial safety and health law from the Labor Standard law since 1981 to promote the labor's working environment and to improve the conditions of laborers. The government made a lot of effort to discharge the industrial safety and health law by continuous revision of the law thereafter. it is, however, difficult to establish clear-cut lines of authority and responsibility due to the fact that the substantial application of the industrial safety and health law is adapted by enterprise's autonomous management. There are frequent industrial disasters on the small and medium enterprises which have financial difficulty and it means this causes much more social cost. Finally, for the improvement of laborer's safety, health and working environment in the small and medium enterprises we need to raise the effectiveness of the industrial safety and health law through enhancing a government-office's administration and surveillance with the changing mind of a business proprietor. On this paper, we research on the actual condition of the administration, inspection and regulation of safety and health by means of the industrial safety and health law. Thereafter we analyze how much the Korea Occupational Safety & Health Agency and vicarious businesses of safety & health management help. we used the survey method to gather data from 380 laborers directly and analysed the data by SPSS v17.0.