농업사회는 지속적인 농지면적 및 농촌인구 감소, 빠른 고령화로 인하여 일손이 매우 부족한 상황에서 하우스 시설면적의 증가와 새로운 외래해충의 발생증가 등으로 인하여 작물보호제의 의존도가 점점 높아지고 있다. 작물보호제 시장은 1980년도에는 성분량으로 16,132톤 1,348억원 출하 판매되었으며, 2017년에는 20,043톤 1조 5,048억원 시장으로 발전하였다. 작물보호시장 중 살충제 시장은 1980년 6,407톤 572억원 출하 판매되었으며, 2017년에는 6,282톤 5,707억원 시장으로 성장하였다.

Introduction The goal of the current research is to conduct a comparative analysis of marketing models of Russian and global companies localized in Russia. Our research experience confirms an existence of a significant difference in the implementation of market orientation and in marketing activities of global companies compared to the local ones. The focus of the present research lies in the development and support mechanisms of customer oriented organizational culture as well as the role of marketing in decision making processes on all managerial levels. Literature review The attitude of top management to marketing changes consistently both in the developed and emerging markets (Webster, 1992; Webster, Malter, & Ganesan, 2005; Yuldasheva & Pisareva, 2015). Modern marketing is increasingly a part of the managerial and decision making system. It is being integrated into the system of company management through a diffusion of marketing competencies (Webster et al, 2005) becoming a locus of integration and coordination of inter-functional processes in a service dominating business model (Vargo & Lush, 2004). Literature review makes it possible to highlight several most important directions of research that formed the basis for our comparative analysis of marketing models. Customer oriented culture (COC) The literature review allows differentiating between three approaches to the definition of customer orientation (CO): ⦁ CO as an element of market orientation (Narver & Slater, 1990; Kohli & Jaworski, 1990) and in some cases its synonym; ⦁ CO as behavioral aspect of sales or frontline personal (Saxe & Weitz, 1982). In this case an operational level of CO implementation is considered; ⦁ CO as an advanced level of organizational culture development that has been shaped under enhancing of marketing influence on the decision making processes in the companies on all managerial levels (Deshpande & Webster, 1989). Thus, CO can be considered as an organizational culture creating new values for the personnel and transforming all business processes in terms of customer centricity to achieve higher customer satisfaction, retention and loyalty. The research of COC should be conducted from the perspective of CO settings (values) and from the perspective of CO implementation. Marketing competencies and capabilities Dissemination of COC influences on the development of marketing capabilities and competencies in the organizational learning process which involves all departments and all managerial levels. In this context marketing capabilities can be understood as integrative processes whereby the collective knowledge, skills, and resources of a firm are applied to the market-related needs of the business (Day, 1994; Vorhies, 1998). As a result of repetitive actions, more or less sustainable patterns of behavior arise (Grant, 1991). These patterns determine the type of the customer oriented business models in which the marketing models is one of the sub elements reflecting the role and the status of marketing in decision making process. The previous research results (Webster, 1992; Webster et al, 2005; Wiersema, 2013) showed the evolutionary changes of marketing in corporations on three levels of management – corporate, business and operational (functional) (Hofer & Schendel, 1978). Taking into account these three strategy levels, Webster (1992) suggests to consider marketing as culture (on the corporate level), as strategy (on the strategic business unit level) and as tactics (on the functional level). In this research, we compare the changes in marketing models on the different managerial levels in Russian and global companies under the pressure of emerging COC. Theoretical model and research design We understand the marketing models as consisting of COC and a set of marketing competencies and capabilities on the different managerial levels. COC creates the values and the behavioral norms in the company which are transformed in the customer oriented business processes setting. COC has to bring not just CO values but CO business processes supported by the control and motivation system. In this context, COC establishment and implementation should be considered. COC establishment is based on the understanding of CO importance by top management. COC implementation leads to the dissemination of CO values and transforming them into CO behavior of personnel. That is why the measuring scales of market orientation (MARCOR: Kohli & Jaworski, 1993) and CO (MORTN: Deshpande & Farley, 1998; SOCO: Saxe & Weitz, 1982) include the statements about the regular using or the effective performance of CO business processes. To investigate the corporate marketing competence dispersion, we also use the concept of intangible marketing assets (Webster et al, 2005) (fig.1). Research goal and proposition The goal of this research is description and comparative analysis of marketing models of companies localized in Russia, which are shaped differntly under the influence of COC development. We suppose that dissemination of COC in the company changes the role and status of marketing in the managerial system as well as the level of its influence on decision making processes. Two groups of companies are compared: ⦁ large Russian companies possessing brands well-known in Russia; ⦁ global companies (their units) localized in Russia and possessing globally known brands. As this research is an exploratory one, a preliminary proposition was formulated: the process of marketing model changing in Russian and global companies proceeds in a different way. The typical level of COC development and marketing influence on decision making processes on all managerial levels in large Russian companies is lower than in the global companies localized in Russia. Sample This research is making use of the database of 40 semi-structured interviews with company managers (Trefilova, 2017; Yuldasheva & Pisareva, 2015). Out of these, 5 interviews with large Russian companies and 8 interviews with daughter companies of global corporations were selected. To increase the size of the sample of Russian companies, 5 interviews with managers were organized additionally. Thus, the total sample consisted of 18 interviews (10 Russian and 8 global companies) The interview guide consisted of six open questions. Data analysis and research results The primary analysis of interviews was conducted applying the techniques of content analysis and meanings compaction (Ilyin, 2006). The primary content analysis showed a significant differentiation between the respondents’ answers to all questions, especially inside the sub-set of Russian companies. The further analysis of the qualitative research data was carried out according to the grounded theory methodology applying the procedures of data conceptualization, concept categorization, identifying the category attributes and ways to measure them (Strauss & Corbin, 1990). The results of the comparative analysis of the marketing models of Russian and global companies allowed formulating several conclusions. The managers of Russian and global companies show different understanding of COC. The global companies promote service proposition and sustainable consumption models while Russian companies continue to sell products and try to keep quality and price on the competitive level. We labeled this phenomenon as “the fight between product and service dominant logic”. The gap between the declared CO values and their implementation in business processes in Russian companies is higher than in global ones. We connect it with lower quality of management in Russian companies as well as low level of market competition encountered by large companies. Global companies are aimed at supporting long-term brand value to a much higher extent than Russian companies. All business processes on the business and functional levels are subordinated to providing long-term brand value. Global companies are characterized by a stronger COC, which is supported not only by the service standards but also by the customer-centric motivation of the whole staff. Moreover, internal and HR branding carried out by the HR department are well developed in the global companies. It reveals a much more developed personnel management function than in the Russian companies. Up to now, it is believed in the Russian companies that customer centricity can be ensured just by the work of marketing and sales personnel. The research confirmed also the results received by Webster et al (2005) and Wiersema (2013) on the dispersion of marketing competencies on the business and corporate levels, on the growing importance of marketing performance measurement and on the growth of the marketing’s strategic role, especially for companies involved in innovations. As for the dominating marketing strategy, most informants use both attraction and retention strategies simultaneously. An interesting finding turned out to be that many informants differentiate between the models of product marketing and relationship marketing. The latter is understood as the interaction and value co-creation using a digital platform. Our research showed that on the functional level (marketing department level) the dominating share of companies develop competencies and capabilities in the sphere of marketing communication and customer involvement. Such marketing competencies as product management (including price management), customer relationship management or key account management have been transferred to the inter-functional (business) level. Channel management is carried out by the sales departments. The major finding is the confirmation of marketing knowledge equity formation in the most advanced companies (Yuldasheva, Pisareva & Khalikov, 2016). Marketing knowledge equity mostly consists of market and customer needs knowledge, ability to forecast market changes and customer reactions. Conclusion Thus, the proposition about the different ways of marketing model changing and a lower level of COC and lower influence of marketing in the decision making processes on all levels of the large Russian companies compared to the global companies is confirmed. However, a trend is apparent to enhance the strategic influence of marketing on the decision making processes in the large Russian companies. It requires the continuation of a longitudinal research. In whole, the comparative analysis of the Russian and global companies marketing models showed that in spite of the existence of some peculiarities mainly connected with the backwardness of Russian companies compared to foreign ones (particularly, there is a lower customer centricity and lower management quality), the Russian marketing replicates the development of the Western marketing, copying its models and practices.

As the usage of smartphones increased rapidly due to the popularization of smart phones, it appears that the average daily usage time of Korean people was 3 hours and 39 minutes, and it was analyzed that the twenties uses 4 hours 41 minutes longer than the average (Jung, 2015). It, also, was found that users mainly use smartphones for receiving information retrieval, social network sites (SNS) activities, listening to music, watching games, and watching videos. In consequence, various contents suitable for smartphones are increasing rapidly. In particular, the number of users who are engaged in SNS activities through smartphones is rapidly increasing and its influence is gradually getting bigger. (Park & Lee, 2012). SNS activities provide content that gives entertainment in a short time and at the same time make consumption regardless of time and space like in subways or cafes, and also stimulate users through visual elements. The content that can be enjoyed in 10 to 15 minutes like snacks, which are easily eaten regardless of time and space, is called 'snack culture'. (Ko, 2015) According to Cheil Worldwide, 2000 media outlets for men and women aged between 13 and 59 living in major cities across the country, the phenomenon of easily consuming short videos, web cartoons, and web novels appeared noticeably. As a result of investigating the main purposes of smartphones, the use of relatively short contents such as SNS has increased (Bae, 2015). SNS provides users with simple contents similar to snacks, and users tend to use SNS as a leisure activity by using these services in 'leisure time' which is the time of their spare time. In this way, as the number of SNS steadily increased, SNS activity has also naturally increased. Consequently, as the SNS market has rocketed among various activities, the e-commerce using it is become popular. This type of consumption activity is called leisure spending (Cho & Do, 2010). Thus, it is necessary to analyze whether consumers view SNS activities as part of their leisure life. Although there are a lot of active consumption activities happening in consequence of using SNS after the spread of smartphones, there is very little research done on the relationship between SNS activity and the leisure life. This study, therefore, intends to conduct in-depth interviews on twenty women in their twenties and thirties who are actively engaged in consumption activities in the SNS market, on the issue of whether they acknowledge SNS activities and consumption behavior in the SNS market as recreational activities. The purposes of this study are as follows: first, to find out the meaning to SNS activities as a leisure activity to female consumers of the twenties and the thirties; second, to explore the approaching process and motivation of leisure life extending to leisure spending; third, to examine the relation between experience of commitment and leisure satisfaction through previous research and in-depth interview In addition, this study is the cornerstone of research on SNS market which is becoming an issue as one new consumption trend and which recognizes consumption activity that happens in the market as leisure consumption in reference to leisure. It is considered to be utilized variously when establishing marketing strategy of fashion companies, which will use image consumption based SNS later.

The aim of this study was to forecast the future Health Functional Food (HFF) market trends of Korea by studied about policies and market situation in Japan. The HFF is a food that is given an additional health function. In contrast with traditional foods, the HFF has unique characteristics in that it can be produced under the political regulations. The market size of the HFF was growing gradually due to the increased of an aging population and consumer need for high quality and diversified foods. The reason why the HFF market in Japan grew up earlier than other countries, Japan was the first country that institutionalized the HFF policies. Therefore, in this paper, by examining the policies and the market situation of Japan through literatures, we forecasted upcoming political and market situational changes of Korea’s HFF market. We noticed that consumers needs about the HFFs which diversified, confidently ensured safety and ingredients will increase. In this regard, the government will reorganize legislation in order to increase the confidence of the safety of HFFs. In addition, the market size of domestic HFFs which are produced by major food companies will grow.

This paper aims to analyze the characteristics of the contemporary Chinese fashion market and the competitiveness of Korean fashion brands in China. Fashion professionals experienced in both the Korean and Chinese fashion markets participated to investigate the Shanghai market and consumers. The results of in-depth interviews show that Shanghai is the most favorable city among Tier 1 cities for Korean fashion brands planning on entering into the Chinese market. Shanghai consumers are open to international brands and highly prefer newness in fashion. Contemporary menswear was selected as a potentially big market due to the increase of unique, young, upper-middle-class male consumers. The Korean fashion brands’ strength is that they are capable of satisfying Shanghai consumers with excellent product planning and sensory design capabilities. Their disadvantage is that their brand recognition is weaker than that of global and international brands, and their ability to localize to the Chinese market is weak. The opportunity comes is from the Korean Wave, which is a positive for Korea's products and has good geographical access. The threat is that the Shanghai market is fiercely competitive; having access to many worldwide brands, and the competitiveness of Chinese brands is on the rise. To enter the Shanghai market, creative design ability, trendy product development, skill, and appropriate PR methods such as using Korean culture contents would be required to satisfy the young, powerful consumers in Shanghai.

Choline is an amine essential to maintenance of good health. Here, we modified the ion chromatographic method for measuring choline described by Laikhtman & Rohrer and validated by the ICH guideline and applied it to monitoring of choline content in infant formula in the Republic of Korea. The Certified Reference Materials (CRM), NIST 1849a, were used for validation of the modified method. The parameters of validation were linearity, range, specificity, accuracy, precision, LOD, LOQ and recovery. The linearity, R2, was above 0.999 and the analytical range was 2.5 to 50 μg/mL. The specificity was confirmed by the retention time (RT) and positive tests with calibration standard and CRM. The accuracy, precision and recovery values were 99.6 ± 2.41 %, 2.42 % and 90.8 - 92.8 %. The LOD and LOQ values were 0.03 mg/kg and 0.17 mg/kg, respectively. Five livestock products inspection agencies voluntarily participated in the collaborative study. The result, HORRAT value was 0.8 which was within the reference value 0.5 – 2.0. The validated method was applied to the analysis of choline in infant formula in the Republic of Korea. The results also conformed to 'The Standard for Livestock Products Labeling'.

Although the internationalization decision making process amongst managers from developed nations has been extensively studied, this phenomenon has been sporadically explored among managers from newly opened and transition economies. Given the risks and commitment inherent in international market entry, a thorough understanding of the decision making process of managers in such dynamic markets becomes crucial in charting the firms’ future direction. Hence, drawing on concepts from cognitive science, this study aims to explore cognitive biases and mental models for international market entry decision making among managers from a transition economy, namely Myanmar. Myanmar is recognized as Asia’s last large economy to become globally linked. Myanmar has long posted a negative trade balance, with the import value nearly double that of exports. The country’s population of 54 million, its abundance of natural resources, and its economic integration in the fastest growing region of the world have attracted firms of global brands such as KFC and VISA, who strive to gain market access. After decades of military rule, Myanmar’s ‘open’ economy is dominated by state-run enterprises in heavy industries, with growing opportunities for the private sector to aid in the growth of the domestic market as well as to exploit foreign market opportunities. Scholars from a diverse range of disciplines have argued that elements of an organization’s international strategic abilities stem from managers’ cognitive processes that balance national, industry, organizational and functional issues (Prahalad & Doz, 1987). This study explores Myanmar decision-makers’ strategic cognition, which describes the information-filtering or sense-making process by which strategic issues are interpreted (Finkelstein, Hambrick & Cannella, 2009). The fact that management and marketing research in Myanmar contexts is virtually nonexistent, understanding the strategic decision making processes of managers in Myanmar is warranted, given the significant business opportunities for and within this country in transition. Strategic cognition describes the how cognitive structures relate to the decision process in terms of strategy formulation and implementation (Narayanan & Zane, 2011). Cognitive structures refer to the manager’s beliefs about the environment, the state of the organization, and the business portfolio. The strategic cognition perspective presumes that managers rely on their belief structures when undertaking a strategic decision task (Hambrick & Mason, 1984). According to Finkelstein et al. (2009), managers’ ability to deal with complex decisions is inhibited by cognitive biases as well as interpretive frames. Such biases, in part, influence which information is attended to and how it is interpreted. ‘Biases’ and ‘frames’ in decision making receive considerable attention in the strategic decision making literature because they often lead to committing decision errors. While there are a number of cognitive biases, our interest lies in framing bias (Kahneman & Tversky, 1984) because the interpretation of economic gains and losses are highly relevant for strategic decision making. Framing bias occurs when modifications in the way a decision problem is presented, focusing either on the potential gains or on the potential losses of alternatives, result in a change in the decision-makers’ initial preference, such as when a decision maker becomes risk-averse when gains are highlighted while becoming more risk-taking when losses are. Two propositions are tested in this study. First, if we assume that framing bias influences strategic decision making under complex and uncertain contexts, we should discover substantive differences in managers’ risk preferences. More specifically, differences should be found when managers are presented with alternative versions of elaborated problem scenarios that are the same in all aspects except for the fact that the alternatives have been systematically manipulated in terms of (1) the potential gains (positive presented version) or (2) the potential losses (negative presented version). Second, prior research reports that strategic cognition is influenced by personal characteristics (e.g. educational background) and values as well as organizational characteristics (e.g. firm size, firm age) (Finkelstein et al., 2009; Hambrick & Mason, 1984). With this in mind, we should observe significant differences in risk preferences between participants of different demographic and trait groups. This study implemented an experimental investigation into the potential framing and priming effects arising from a strategic marketing decision problem of whether to develop a new marketing plan to serve the home market or to commit marketing resources to the export market. The stimuli were adapted from those developed by Hodgkinson et al. (1999), which were crafted to solicit responses to a case scenario that described a convincing strategic investment decision encountered by a firm that provides innovative automotive vehicle fast paint-drying systems. This scenario was deemed appropriate for the Myanmar context given that the participants were familiar with automobiles and auto painting services. The scenario was moderately adapted to suit the Myanmar context, with a fictitious local firm, Yannawa Co., which was faced with domestic intensified competition and up-and-coming advanced technology product substitution. The case scenario was explained with about 260 words that describe Yannawa’s 10-year history, the domestic industry environment and Yannawa’s objective to achieve a profit of $3 million. A photo of a modern fast-drying automotive painting system was included in the stimuli. Participants were instructed to assume the role as one of Yannawa’s board of directors and were asked to choose one option between a ‘less-risky’ alternative (focus on the domestic market) with a higher likelihood of occurrence and a ‘riskier’ alternative (invest in overseas markets) that had two possible outcomes that had different likelihoods of occurrence. Framing effects were manipulated as positively and negatively worded versions. In the negatively framed version, participants had to choose between (A) developing a new marketing plan to serve its home market with a 100% chance this option will lead to profits of US$1 million below management’s targeted level or (B) committing its marketing to the export market overseas, with a 33% chance to reach the targeted level and a 66% chance to earn profits of US$3 million below management’s targeted level. In contrast, in the positively stated version, participants were asked to choose between (A) developing a new marketing plan to serve its home market with a 100% chance to earn profits of US$1 million or (B) committing to the export market with a 33% chance for profits of US$3 million and a 66% chance to make no profits at all. To control for potential priming effects, the presentation order of the alternatives varied, with the ‘less-risky’ higher likelihood of occurrence alternative presented first in the stimuli followed by the ‘riskier’ alternative, and vice versa in the other versions. Altogether, we developed four experimental conditions: positively versus negatively framed decision scenarios, with lower risk versus higher risk in alternate sequence. The research instrument also included items asking participant demographic characteristics. The decision task was also accompanied by a free-elicitation method to capture a mental model of the variables that the participant considered while making the decision. In other words, participants were asked in an open-ended question, “Please write in sequence the variables that you thought about while making your decision.” Unlike the stimuli of Hodgkinson et al. (1999), which provided a list of 18 variables, which participants could rely on to complete the cognitive mapping task, our free-elicitation method was deemed necessary in order to gain better insights to Myanmar managers’ thought processes. Both studies involved Myanmar professionals who were enrolled in a global MBA program being offered at campuses in Yangon and Mandalay where English is used as the medium of instruction. Study 1 comprised a sample of 118 students enrolled in the Marketing Management course, which is the first course taken in the program. The sample comprises 35 (29.7%) males and 83 (70.3%) females, with a majority (72%) within the age range of 22 to 31 years, and 62 (52.5%) with a Science education, 26 (22%) in Economics/Business and 21 (17.8%) in Arts/Language. A count of 46 (39.0%) occupy top/senior management positions, 36 (30.5%) are business owners, and the remaining 36 (30.5%) hold entry-level organization positions. Each participant was assigned randomly one of the four stimuli versions. The task was administered in class and participants were given 30 minutes to provide their responses. Study 2 replicated and extended these findings on a sample of 81 final semester MBA students in the same program. The sample composition of Study 2 is similar to that of Study 1. Data were analyzed using nonparametric approaches to test the significance of joint frequency distribution of cases. The statistical analyses indicate that the distribution of risk preferences are consistent in both Study 1 (i.e. participants new to the MBA program) and Study 2 (i.e. more experienced MBA students) (χ2 = 0.64, p = 0.27), which is similar to the findings of Bateman and Zeithaml (1989). Also, the risk preferences are consistent in both Yangon and Mandalay subgroups (χ2 = 0.00, p = 0.57). Thus, the data collected from both studies were pooled for further analyses. As for the control of priming effects, we find a significant difference in risk preferences (χ2 = 5.32, p = 0.04, 113 vs. 86), with a larger proportion of the second listed marketing alternative (i.e. more recent) being selected, irrespective of whether that alternative is higher-risk or lower-risk. With respect to a test of our first proposition of a framing effect, we found no support (χ2 = 0.32, p = 0.35) of a systematic association between framing and decision choice. The distribution of decisions shows that irrespective of whether the alternative was positively framed or negatively framed, a larger proportion of the participants chose to higher-risk alternative to focus on exporting. As for testing our second broad proposition that there would be significant risk preference differences between demographic groups in the sample, we found no support for sex (χ2 = 0.58, p = 0.27), age (χ2 = 0.29, p = 0.96), education background (χ2 = 2.40, p = 0.30), and no support for occupation (χ2 = 7.33, p = 0.11). The qualitative responses obtained from the free-elicitation section of the instrument, were analyzed by categorizing responses as either concrete, i.e. a greater focus on specific details (e.g. mention of numbers, such as ‘a 100% chance’, ‘a 33% chance’ and ‘$1 million below’, ‘profits of US$3 million’) or abstract, i.e. focus on the bigger picture (e.g. such as ‘more competition’, ‘threat of new products’). Based on this approach, we find that 138 (69.3%) of the participants began their mental model with an abstraction and 105 (52.8%) of those participants relied on a mental model that was entirely abstract, absent of specific details. In contrast, 33 (16.6) of the participants constructed mental models that were completely concrete, while the remaining 61 (30.7%) of the participants developed mental models comprising both abstract and concrete information inputs. Interestingly, a statistical test of an association between these three different mental models and risk preference show no significant association (χ2 = 2.80, p = 0.25). This exploratory study contributes to the management and international marketing literature by providing initial evidence and insights of the strategic cognition of Myanmar managers. The fact that there were no framing effects nor any differences in the risk preferences between different demographic groups suggest that participants in our study may be relying on a common heuristic (i.e. rule of thumb) that guides them towards the option to seek foreign market opportunities. The marketing doctrine concept introduced by Challagalla, Murtha and Jaworski (2014), is indicative of the influence of institution-wide principles that guide all decision-makers throughout the institution. In the case of Myanmar, national trade policies emphasizing export initiatives and increased export promotion activities may be regarded as fundamental drives for economic growth. As such, managers may be adopting this national principle to simplify their decision task and therefore prefer to pursue foreign market opportunities. Relatedly, it is worth noting that among the participants that opted to focus on the home market, nearly half were employed by a non-government organization (NGO) operating in Myanmar. This reiterates earlier findings of the influence of organizational characteristics on the strategic cognition of managers (Finkelstein et al., 2009; Hambrick & Mason, 1984). From our sample, we found that managers working for a NGO may be accustomed to adhering to their own organizational principles, which emphasize the needs of the domestic market. From a practical perspective, caution should be taken when decision managers rely largely on a heuristic approach to decision making. Although recent studies report that heuristics can be a valuable approach in the wake of overwhelming data and information (e.g. Patterson et al., 2012 ), others show that accurate mental models bring about better decision rules (e.g. Gary & Wood, 2011). To ensure that the decisions made by managers align both their personal preferences and the logic of rational choice, a deliberate model designed to compare the underlying costs and benefits of the decisions must be carefully developed in such a way to prevent decision makers from minor distractions. To date, our study is the first to gain insights on the ‘black box’ of decision making among a sample of managers from Myanmar. Despite the valuable insights provided from our exploratory study, it is not without limitations. Although our sample comprises businesspeople from two major cities in Myanmar and represents businesspeople from a diverse range of industries and demographic characteristics, the generalizability of our findings is still limited. In addition, we only designed and implemented one hypothetical business scenario in our study due to the complex nature of the decision task. Using one hypothetical case may further limit the generalizability. Moreover, our results revealing the absence of framing effects but the presence of priming effects seem inconsistent with prior studies that have reported that such effects alter individual perceptions. Based on our preliminary findings, future studies are called upon to verify, confirm, and extend this current study to other contexts in Myanmar and other emerging and transition economies.

The purpose of this study is to assess the effects of outlook project for olive flounder, from the view point of price stabilization, market efficiency, and causality of the prices in different distribution channels. Analytical results show that the volatility of producer price of olive flounder has been significantly mitigated after the implementation of the outlook project. The market efficiency is estimated to be improved after implementing the outlook project although there is an inefficiency on price determination process in some producing regions. The causality test on the producer and wholesale price shows that producing stage leads the wholesale stage in forming the prices. It is found that Jeju leads the flounder price on the size of 500g and 2kg, while Wando leads the price of 1kg size. These estimation result as whole indicate that outlook project for olive flounder has accomplished the intended goals.

Economic fluctuation has a remarkable influence on firms and their performance (e.g., Deleersnyder, Dekimpe, Sarvavy, & Parker, 2004; Srinivasan, Rangaswamy, & Lilien, 2005). Given the extreme conditions and frequency of recessions (since World War II, recessions have occurred every six years; Srinivasan et al., 2005), understanding what kind of marketing is effective across the different phases of the economic cycle is a crucial question for marketers (e.g., Steenkamp & Fang, 2011; Srinivasan, Lilien, & Sridhar, 2011). In business-to-business markets, characterized by a strong emphasis on long-term customer relationships (e.g., Grönroos, 1997), the ability to gain a deep understanding of customers and their changing needs is a central determinant of firm performance. Therefore, in such markets, market orientation (MO) provides a particularly important source of competitive advantage. During an economic crisis, MO may also serve as an effective shelter against declining firm performance, particularly in industrial markets (Alajoutsijärvi, Klint, & Tikkanen, 2001). The key rationale is that highly market-oriented firms are able to rapidly and accurately identify changes in the marketplace and respond to shifting customer needs and competitors’ actions (Narver & Slater, 1990). While a vast body of literature evidences MO in general to yield performance gains for firms (Kirca, Jayachandran, & Bearden, 2005), some recent studies (e.g., Kumar, Jones, Venkatesan, & Leone, 2011) have questioned this relationship. Recent empirical studies (e.g., De Luca, Verona, & Vicari, 2010; Noble, Sinha, & Kumar, 2002) also propose that the different components of MO (i.e., customer orientation, competitor orientation and interfunctional coordination) may result in different performance outcomes. Furthermore, recent studies have shown the economic environment to play an important role in determining the performance outcomes and, thus, effective forms of MO (cf. Smirnova, Naudé, Henneberg, Mouzas, & Kouchtch, 2011). In this study, using panel data of 140 firms from before and after the great financial crisis, we examine the performance implications of distinct forms of MO 1) over the changing economic cycle 2) among different types of business-to-business focused firms. Employing ordinary least squares regression analysis, our findings suggest that MO and its distinct components yield varying performance impacts from economic upturn to downturn. Specifically, the impact of MO increases during downturn, with interfunctional coordination boosting performance and competitor orientation becoming detrimental. Subsequently, employing configurational analysis (fuzzy set qualitative comparative analysis), our findings further indicate that the role and the most effective forms of MO vary across industry sectors, with MO having a particularly strong impact among firms operating in business-to-business services. We also conclude that, in a growing economy the role of MO has become more of a cost of competing (Kumar et al., 2011), whereas in an economic downturn MO still provides a valuable shelter against performance declines. Finally, our empirical findings are in line with contingency arguments, and suggest that the successful ways for a firm to relate with its markets depend on the dynamic firm- and industry-specific settings.

본 연구에서는 농식품 수출이 국내 가격지지효과를 가지고 있음을 제시하고자 현재의 국내 경제상황에서 우리나라 농식품의 수출이 감소하는 경우를 가정하여 그 영향을 분석하였다. 방법론은 연산가능일반 균형모형 중 GTAP모형을 이용하였다. 결과를 보면, 감소된 수출에 해당되는 생산량이 국내 시장으로 유입되어 농식품부문 가격 하락을 야기시키는 것으로 나타났다. 가장 크게 영향을 받는 부문은 1차 농축수산물부문에서는 수산물, 기타곡물, 쌀, 과일/채소 순이였으며, 가공식품부문에서는 설탕, 식용유, 일반가공식품 순으로 나타났다. 이중 농산물부문인 쌀, 기타곡물, 과일/채소의 국내 가격수준 하락은 일반가공식품에 비하여 상대적으로 더욱 두드러지게 나타났는데, 이는 수출의 하락이 국내 원료농산물시장에 상대적으로 더욱 큰 교란을 주는 것을 제시하며, 따라서 국내 농업생산자에게 주는 부정적인 영향이 상대적으로 크다는 것을 의미한다.

본 논문은 노동시장 유연성과 외국직접투자에 대한 관계를 연구한 것이다. 또한, 이것은 어떤 유형의 노동시장이 유연하고, 어느 정도의 유연함이 가능하며, 어떤 종류의 정책들이 유연한 노동시장에 필요한지를 검토한다. 이러한 분석은 크게 대륙법과 영미법으로 구성된 법체계에 근거할 것이다. 특히, 이러한 비교는 고용과 노동시장이 얼마나 강하게 규제되고 있는지를 확인할 수 있다. 많은 나라들은 경제가 어려울 때, 어떠한 노동정책들이 그들의 이익에 기여할 수 있는지에 대해 고려해야 할 선택의 순간이 온다.일반적으로, 대륙법계 나라의 노동시장은 성문화된 고용과 노사관계법 그리고 고용법규정의 강행성으로 인해 매우 경직된 상태이다. 반면, 영미법계의 나라들은 판례나 임의고용원칙으로 인해 좀 더 유연성을 갖는다. 이러한 전제하에, 이 논문은 대륙법계와 영미법계나라들이 노동시장 유연성과 외국직접투자사이의 관계에 관하여 상이한 접근법이 필요하다는 것을 검토하게 된다.사실상, 영미법계나라들의 노동시장은 대륙법계나라들보다 외국직접투자를 더 많이 끌어온다. 그러나 본 논문은 특정한 나라들이 많은 외국직접투자를 가져온다면, 사용자측면의 노동시장 유연성이 지속적으로 제고되어야 하는지에 대한 문제를 제기하는 바이다. 더욱 중요한 것은, 그들의 노동시장이 안정적인가라는 의문을 제기할 수 있다. 결과적으로, 많은 나라들이 근로자측면의 노동시장 유연성을 고려해야 할 필요성이 있다.

본 연구에서는 2007년부터 2012년 초까지 최저 수출가격제 도가 베트남의 쌀 수출시장과 베트남 국내시장에 미치는 영향 을 분석하였다. 그동안 베트남의 쌀 관련 수출정책은 베트남 국내뿐만 아니라 수출시장에서도 중요한 역할을 했지만, 이에 대한 분석은 거의 이루어지지 않았다. 특히, 2001년부터 시행 된 최저 수출가격제도는 베트남의 식량안보와 자국 내 가격 안정 등에 미치는 영향이 매우 컸음에도 이에 대한 연구는 거 의 없었다. 이 논문은 베트남의 쌀 관련 수출정책, 그 가운데에 서도 최저 수출가격제도의 효과를 분석하는 데 초점을 두었다. 이 논문에서는 베트남 주요 쌀 생산 지역의 쌀 가격과 월 별 쌀 수출가격, 수출량과 최저수출가격을 비교하고 실증 분 석을 통해 베트남 쌀시장의 최저수출가격제도의 정책 효과를 분석하였다. 분석 결과, 최저 수출가격제도는 수출 물량을 제 한하고 국내 공급 물량을 증가시킴으로써 국내시장 가격을 안 정시키는 데 기여한 것으로 나타났다. 특히, 세계 쌀 가격이 크게 폭등하던 2008년에 베트남 국내 가격을 안정시키는 데 가장 효과가 컸던 것으로 나타났다. 이 정책을 통해 베트남 정부는 국제 쌀 가격이 폭등하던 시기에 자국 내 소비자를 보 호할 수 있었다. 최저 수출가격제도로 인한 쌀 수출 감소와 사회후생 효과를 분석한 결과, 수출가격을 낮게 유지함으로써 소비자는 일부 혜 택을 보지만, 생산자의 후생은 크게 감소하여, 사회 전체적인 후생은 감소하는 것으로 나타났다. 최저 수출가격제도를 유지 함으로써 나타나는 경제적 손실이 있음에도, 베트남 정부가 최 저 수출가격제도를 유지하려고 하는 것은 정치적인 이유 때문 으로 보인다. 베트남의 1인당 국민소득은 2012년 기준 1,500 달러에 미치지 못한다. 그만큼 사회적으로 취약계층이 많다는 의미이다. 따라서 경제적인 측면에서는 다소 손해가 있더라도, 자국 내 소비자를 일정 정도 보호하기 위한 목적 때문에 최저 수출가격제도를 운영하고 있는 것으로 보인다. 본 논문에서 베트남의 쌀 수출에 대한 국제 수요 변화를 예 측하기 위한 구체적인 모델을 설정하지 않았다. 즉, 베트남 국 내시장 및 수출시장에 미치는 영향을 엄밀히 분석하기 위해서 는 구체적인 수요 및 공급함수를 추정해야 한다. 하지만 이 연구에서는 자료의 한계로 인해 구체적인 함수를 추정하지 않 고 다양한 탄성치를 가정하여 효과를 분석하였다. 이는 이 연 구가 가지고 있는 한계로 향후 자료가 확보된다면, 좀더 엄밀한 분석이 가능할 것이다. 하지만 베트남이 운영하고 있는 최 저 수출가격제도의 효과를 이해하는 데는 큰 무리가 없을 것 으로 판단된다. 최저 수출 가격 제도는 국내 가격을 안정시키는 효과도 있 지만, 농가 소득에도 영향을 미친다. 또한, 생산자와 유통업자, 수출업자 사이의 이익 분배에도 영향을 미친다. 이에 대한 연 구도 최저 수출가격제도의 효과를 분석하는 측면에서 매우 중 요하지만, 이 연구에서는 연구상의 제약으로 이에 대한 분석 은 포함하지 않았다.

중국 및 러시아 소비자들의 국화 구매 특성을 조사하여 이들 국가의 기호성과 유통과 관련한 정보를 얻고자 실시되었다. 조사는 이들 지역의 전문 리서치 기관에 의뢰하여 실시되었으며, 국화를 대상으로 컨조인트 및 군집분석을 하였다. 중국 소비자의 국화 선택속성 별 중요도에서 속성으로는 화색이 가장 높았으며, 그 다음으로 화형, 포장형태 순으로 분석되었다. 각 속성별 부분가치를 보면, 화형은 겹꽃이 가장 높고, 홑꽃이 가장 낮은 것으로 나타났다. 포장형태는 국화 단일품목으로 포장한 경우가 혼합포장 보다 매우 높았고, 색상은 흰색이 주류를 이루었다. 연령별로는 30대 소득수준이 20-25만위안 이하이고, 최종학력이 전문대졸 이하인 군집1은 흰색 겹꽃에 다른 품목(또는 품종)의 꽃과 함께 포장한 것, 30대 소득수준이 20-25만 위안 이하이고, 최종학력이 대졸인 군집2는 흰색 겹꽃에 국화 단일품목으로 포장한 것, 20대이고 15-20만 위안 이하이고 최종학력은 대졸인 군집3은 흰색 겹꽃에 국화 단일품목으로 포장한 것, 40대 소득수준이 15-20만 위안 이하이고 최종학력이 대졸인 군집4는 흰색 겹꽃에 국화 단일품목으로 포장한 상품을 선호하였다. 러시아의 국화 선택속성별 중요도는 화형이 가장 높았으며, 그 다음으로 화색, 포장형태 순으로 분석되었다. 각 속성별 부분가치를 보면, 화형은 겹꽃이 가장 높고, 다른 품목(또는 품종)의 꽃과 함께 포장한 형태가 국화 단일품목으로만 포장한 상품보다 더 높았으며, 색상은 흰색이 가장 높았다. 국화의 세부시장별 부분가치는 20대이하면서 최종학력이 전문학교이면서 성별이 여자인 군집1은 흰색겹 꽃에 다른 품목(또는 품종)의 꽃과 함께 포장한 것, 30대로 최종학력이 전문학교이면서 성별이 여자인 군집2는 흰색 겹꽃에 다른 품목(또는 품종)의 꽃과 함께 포장한 것, 20대 이하이면서 최종학력이 전문학교이면서 성별이 남자인 군집3은 흰색 겹꽃에 국화 단일품목으로 포장한 것, 30대로 최종학력이 전문학교이면서 성별이 남자인 군집4는 흰색 겹꽃이면서 다른 품목(또는 품종)의 꽃과 함께 포장한 것을 선호하였다. 그러므로, 중국 시장의 경우 흰색 겹꽃에 단일품목으로 포장한 상품, 러시아의 경우 흰색 겹꽃에 다른 품목(또는 품종)의 꽃과 함께 포장한 상품을 개발하는 것이 앞으로 수출확대에 기여할 수 있을 것으로 판단되었다.