The global diffusions of free trade agreements have encouraged an increasing number of companies to participate in foreign markets. However, export firms fall behind big data-based customers in international export markets. The gap between the needs of export markets and the capabilities of export companies is broadening. Marketing capabilities are export firms’ ability to understand what target customers want and develop tactical marketing actions and allocate available resources, and achieve export performance (Day 1994; Vorhies and Morgan, 2003). Export firms have to enhance marketing capabilities to narrow the gap (Day, 2011). This study investigates marketing capabilities, export marketing strategies, and their relationships with export performance of the export companies in an industrial complex in South Korea. This study tries to find how marketing variables impact the performance of export firms through the relationships among them. Marketing literature examined that the suitability between marketing capabilities and export marketing strategy is important because of its impact on export performance. Export marketing literature reviewed that export firms’ characteristics such as international experience, firm size, firm age, and export intensity, firm level of market orientation are considered positively related to export performance. Especially for inexperienced and small and medium-sized firms, which have limited marketing resources to achieve successful export performance, the right choice of export marketing, export marketing strategy, and export performance is indispensable. The purpose of this paper is to investigate the moderating effects of export firms’ characteristics on the interactive linkages within marketing capability, export marketing strategy, and export performance. Our first focus in this study is the relationships between marketing capabilities and export strategies and both export marketing strategy and export performance. We discuss their relationships with each other and with export firms’ performance. We develop testable hypotheses as shown in Fig.1. The final samples we used are 104 manufactured export firms in S. Korea. Next, as a result of testing, based on the relationships of having positive effects, we identify the moderating effects of export firms’ characteristics. Our research model proposes that marketing capabilities affect export marketing strategies and ‘specialized marketing capabilities’. These affect the overall export performance. We therefore hypothesize that H1: Marketing organizational capability is positively related to (a) export marketing strategy and (b) specialized export marketing capability. H2: Marketing human resource capability is positively related to (a) export marketing strategy and (b) specialized export marketing capability. H3: Marketing financial capability is positively related to (a) export marketing strategy and (b) specialized export marketing capability. H4: Marketing infrastructure is positively related to (a) export marketing strategy and (b) specialized export marketing capability. H5: Export marketing strategy is positively related to (a) specialized export marketing capability and (b) export performance. H6: Specialized export marketing capability is positively related to export performance. The results of our PLS-SEM analyses are as follows. Our results support H1b, linking marketing organizational capability and specialized export marketing capability. Marketing infrastructure was found to be positively related to both export marketing strategy and specialized export marketing capability, supporting H4a and H4b, respectively. We also observed that export marketing strategy a positive link with specialized export marketing capability and export performance, supporting H5a and H5b, respectively. However, no support is found for H2, H3, and H6. Moderating Effects of Export firms’ Characteristic Factors We tested how export firms’ characteristics moderate the relationships described in our research model (Hypotheses1-6) We used the moderate factors such as export product (final product vs. parts), customer (domestic vs. overseas, company (manufacturer vs. vendor), employment size (less than 100 person, 100 to300, more than 300), sales(less than $46 million, $46 million to $182 million, more than $182 million), export intensity (less than 50% vs. more than 50%) The moderating effects of export firms’ characteristics on the relationships within our research model are discussed (see Figure 1). Four of 30 moderating hypotheses for export firms’ characteristics were supported. The more number of employees and Greater sales volume strengthened the relationships between marketing infrastructures and export marketing strategies. Higher foreign customer strengthened the relationships between marketing infrastructure and specialized export marketing capability. Greater final products strengthened the relationships between export marketing strategies and export performance. However, the relationships between marketing organizational capability and specialized export marketing capability and between export marketing strategy and specialized export marketing capability were not significantly changed with export firms’ characteristic factors. There are no moderating effects on the types of firm and the types of export intensity. The results of this research suggest that the export companies should consider the choice of export marketing strategies the most important factor to achieve high export performance. This study indicates that policy makers for export companies in S. Korea should develop export assistant programs based on export firms’ characteristic factors such as the number of employee, sales volume, the type of customer, and the type of export product. Following limitations of this research should be noted. First, in addition to the manufacturing industry, more researches should be done in other industries. The findings of this study will ensure more validation. Second, to assess the export performance of export firms, this study uses the subjective opinion of respondent about the degree of export performance because of the difficulties of obtaining financial data. The objective financial data should be used to ensure more objectiveness for this research. Third, this study relies on survey data related to the export companies within an industrial complex area in S. Korea. It should be extended to other regions.

This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.

The organizational learning concept is used to develop the skill base of employees and create knowledge that can be used to improve the capability of an organization. The objective of this paper is to explain how the process of organizational learning, which is underpinned and reinforced by a specific organizational value system, produces interactive communication that incorporates information sharing, teamwork, individual learning and fosters the development of knowledge which ultimately results in the implementation of a marketing strategy. The research question we pose is: How can marketing managers use the organizational learning concept to improve the organization’s marketing performance? A qualitative research strategy, incorporating an open ended, structured questionnaire was used to obtain insights into how organizational learning supports the development of knowledge and the implementation of marketing strategy in three Korean companies in three separate industries. The research findings indicate that managers in the participating Korean companies embrace the strategic marketing concept, implement knowledge based marketing decisions, are committed to sharing information and are keen to adopt innovatory processes that result in change. In addition, they utilize the organizational learning concept to enhance the capability of the organization, ensure that individual learning is placed in the context of institutional learning, develop and implement innovative marketing strategies, and reinforce the strategic marketing planning process through interactive communication in order to achieve value creation.

In this paper, researchers investigated current fashion brands’ social media micro-blogging marketing strategy and consumers’ word of mouth reactions. More than 5,000 of the micro-blogs posted by fashion brands and 143,000 of customers’ comments were analysed in this study. Researchers firstly investigated the overall micro-blogging marketing structure for each fashion brand and compared them. Then researchers identified the type of expression pattern of each fashion brand currently in the micro-blogging context, negative or positive sentiments. Researchers found that fashion brands are using different micro-blogging marketing strategies. Forever21 used 61% micro-blogs for customer communication. H&M posted very diverse micro-blogs content to their official account. Their main micro-blogs were used for new product promotion (43%) and brand’s live event broadcasting (33%). Luxury brands, such as Burberry, more than 52% of micro-blogs posted last year were used for new product promotion and 36% of their micro-blogs contents included celebrities’ images of wearing Burberry product. Chanel used 60% of their micro-blogs to broadcast and introduce their brand events. There was no sale information posted on Chanel and Burberry’s micro-blogs account. Through sentiment analysis, researchers also found the brands have very positive electronic word of mouth (e-WOM). Particular, luxury fashion brands are having better e-WOM than fast fashion brands.

This paper analyses the importance of innovation for 680 EU multinationals subsidiaries involved in international marketing in China, the period of 1998-2009, using unbalanced panel data analysis. To date, the literature on EU subsidiaries has failed to consider product innovation in the strategy interplay in approaching new markets overseas. Building on the resource-based view of the firm, linked with host economic and political institutions, the authors empirically examine the inferential marketing strategy in an EU-China context, by applying econometric techniques to investigate innovation capabilities and to test the presence of agglomeration effect of past innovation activities. We find that EU innovation in China is influenced by both host country institutions and firm capabilities, rendering support to the theory. Our analysis indicates EU subsidiaries’ innovation is positively related to firm advertisement, labour training and host market size. R&D expenditure has a negative bearing on innovation. However, openness has a negative and significant effect on product innovation in China. The study findings have important implications for research on international marketing, new venture decision making, and overseas innovation expansion strategies.

Micro-transaction based payment model has been a key revenue model in social network game on mobile platform. The paper proposes micro-transaction based payment model based on 4P marketing strategy which have been widely used for merchandise marketing. The research will be contributed to building a systematized micro-transaction based payment model and marketing strategy for mobile social network game.

부분 유료화 모델은 현재 MMORPG(Massively Multi-player Online Role Playing Game)의 대표적인 소액 결재 기반 과금 방식이다. 본 논문에는 캐시 아이템 개발을 포함한 유료 판매 모델의 이론적인 근거를 확립하기 위해 제품 마케팅 분야에서 검증 받은 마케팅 전략과 마케팅 믹스 관점에서 MMORPG의 부분 유료화 모델을 정립하고 이 이론을 근거로 MMORPG를 위한 캐시 아이템 판매 모델을 이론적으로 체계화한다. 이 연구는 캐시 아이템을 포함한 MMORPG 부분 유료화 시스템을 제작하는데 필요한 디자인 가이드라인을 제공함으로써 이론적 근거가 확립된 체계적인 MMORPG 부분 유료화 서비스 개발에 유용하게 사용될 것으로 예상된다.

Cosmetic industry is a typical industry for domestic demand and is closely connected with domestic demand growth. In 2006, domestic cosmetics market is showing high growth rate due to the recovery of domestic demand and the market reorganization of sales channels is proceeding rapidly due to the recent global economic slowdown, Due to the situation, many companies are launching low-priced brand shop. The purpose of this study was to clarify the impact of marketing strategy of cosmetic brand-shop on consumers' purchasing intention. As the result of analyses, it was found that product, place, promotion factors of cosmetic brand-shop affect brand image. Also only product factor affects corporate image, perceived quality. And using regression analysis between brand image, corporate image, perceived quality and customer behaviors. Brand image and perceived quality factors influence consumers purchasing intention. Brand image has a positive impact on corporate image. And corporate image affects the perceived quality.

본 연구는 국공립 직업무용단체 11단체의 웹사이트를 마케팅믹스 관점에서 운영되어지고 있는 현황을 분석하여 웹사이트를 통한 관객개발 전략이 나아갈 방향성을 제시하는 데 목적이 있다. 본 연구 방법은 마케팅 믹스 개념에 대한 문헌조사를 실시하였으며, 연구대상은 일정한 급여를 정기적으로 부여하는 직업무용단 중 웹사이트를 운영하고 있는 국공립 단체를 선정하였다. 분석방법은 일반경영학에서 제시하는 마케팅 믹스(Production, Price, Promotion, Place) 4가지 요소를 응용하여 예술경영의 차원에서 마케팅믹스 요소들을 도출하여 각각의 영역이 웹사이트 구성내용에 어떻게 분포되었는지를 분석하였다. 분석된 자료는 선행연구 정미란(2007)의 “국내직업무용단의 웹사이트 콘텐츠 비교분석”과 신동윤 이성민(2004) “한국프로축구단 마케팅 믹스 요소 및 일반적 항목 웹사이트 내용분석”에서 제시한 분류방법을 수용하여 처리하였으며, 마케팅 믹스 4가지 요소가 나타난 빈도수와 내용을 분석하였으며, 그 결과를 도출하여 다음과 같은 전략을 제시하였다. 첫째, 국공립단체의 독립 웹사이트 운영을 통해 공연에 관심을 갖는 잠재관객의 관심도를 높일 수 있을 것이다. 둘째, 인터넷을 활용하여 무용단체의 웹사이트 방문을 유도하기 위해서 다양한 검색단어에 관련단어를 넣으면 최대한 많이 공연단 웹사이트에 링크 되도록 하여 사람들에게 친밀감을 주어 관심을 갖도록 유도할 필요가 있다. 셋째, 웹사이트 상에서 회원들이 참여할 수 있는 공간의 확대를 통해 보다 많은 홍보를 유도할 수 있는 것이다. 넷째, 웹사이트에서 이벤트와 공연의 연계성을 확대하여 공연장에 관객이 직접 참여할 수 있도록 유도하면서 티켓 구매 효과를 증대할 필요가 있다. 다섯째, 무용단체의 웹사이트 운영에 있어서 관객과 단체 간의 실시간 커뮤니티장의 마련을 통해서 단체와 관객의 직접적인 만남을 유도할 필요가 있다.

본 연구는 장소마케팅을 통한 농촌지연산업 활성화 전략을 살펴보기 위함이다. 이를 위해 순창을 사례지역으로 하여, 순창의 장소자산 특성을 통해 순창전통고추장민속마을의 위상과 핵심장소자산을 도출하였다. 이를 토대로 장류산업형․ 장류문화형․전통가치 교류형 장소마케팅 전략을 수립하였다.

Recently, social network service is developing rapidly as technology changes with new mobile dimensions and features creating positive opportunities and benefits to all users and companies. Social network services are allowing companies to expand their businesses and brands by utilizing it as a marketing tool to reach customers. This research is intended to identify major online social network services and their trends while enhancing the understanding of food service business expansion through social networking.

한국의 농업분야에는 여러 가지 인증제도가 존재한다. 그 예로 유기농산물 인증, GAP인증, KPGI인증, TOP푸르트/TOP라이스 인증 등이 있다. 이러한 인증제도는 소비자에게 안전하고 고품질의 농산물을 보장하기 위해 시행되었다. 하지만 각 인증제도가 명확한 목적을 보유함에도 불구하고 이러한 인증제도들이 소비자에게 관련정보를 수반하는데 성공적이지 못하다는 평가를 받고 있다. 그 이유로는 현존하는 몇몇의 인증제도가 오히려 소비자들을 혼란스럽게 하고 있다는 것이다. 그리고 각각의 인증제도를 별도로 유지하고 홍보하는 것은 더 많은 비용을 발생시킨다. 이 연구에서는 여러 인증제도를 활용하여 이러한 문제를 해결하고자 하는데 그 목적을 두고 있다.

The proliferation of the internet and electronic commerce has given the manufacturers the opportunity of direct marketing. This study analyzes the decision of manufacturers regarding whether to sell the products through independent sales company or to sel

The study sought ways to promote the global recognition of Korean food items. The Korean cuisine is one of the healthiest and well-balanced in the world. But, in contrast to countries including the United States, France, China, Japan, Thailand and Australia that have adopted food promotion and marketing strategies, Korea lacks a similar strategy. Development of indigenous sauces by Korean food manufacturers and processors is one route in the promotion of Korean cuisine. Korean restaurant franchising could also aid in export of Korean food items. The food manufacturing/processing sectors must work in concert with the Korean government to globalize the Korean cuisine. Brand chefs, Korean cuisine seminars and promotional efforts in foreign countries and foreign cooking schools (such as the 'Taste Korea' campaign) are prudent actions.

The purpose of this research is to develop the management strategy for a take-out specialty sore on the basis of SWOT analysis which requires analysis of internal and external environmental informations. The survey was performed in order to gather the internal and external customer informations for a take-out specialty store. The questionnaires developed were distributed to customers (N=188) and employees (N=23) at 5 take-out specialty store branches from April 25, 2002 to April 29, 2002. The statistical data analysis was completed by SPSS WIN 10.0 for descriptive analysis, factor nalaysis, and Pearson's correlation. IPA(Importance-Performance Analysis) was applied in order to identify the critical management issues which would be explained with the organization's weakness or strength. SWOT analysis was performed through identifying the organizational strength and weakness as internal environment factors and external environmental opportunity and threat as uncontrollable external factors.

Recently data mining techniques have been used for analysis and classification of data related to industrial accidents. The main objective of this study is to compare performance of algorithms for data analysis of industrial accidents and this paper provides a comparative analysis of 5 kinds of algorithms including CHAID, CART, C4.5, LR (Logistic Regression) and NN (Neural Network) with ROC chart, lift chart and response threshold. In this study, data on 67,278 accidents were analyzed to create risk groups for a number of complications, including the risk of disease and accident. The sample for this work chosen from data related to manufacturing industries during three years (2002~2004) in korea. According to the result analysis, NN has excellent performance for data analysis and classification of industrial accidents.