As digital transformation accelerates, platform business has become a core business model in modern society. Platform business has a network effect where the winner takes all. For this reason, it is crucial for a company's pricing policy to attract as many customers as possible in the early stages of business. Telecommunication service companies are experiencing stagnant growth due to the saturation of the smartphone market and intensifying competition in rates, but the burden of maintaining communication networks is increasing due to the rapid increase in traffic caused by domestic and foreign CSPs. This study aims to understand the dynamic characteristics of the telecommunications market by focusing on pricing policy. To this end, we analyzed how ISPs, CSPs, and consumers react to changes in pricing policy based on the prisoner's dilemma theory. The analysis of the dynamic characteristics of the market was conducted through simulation using the Agent-Based Model.

주택 시장은 수요와 공급의 불균형으로 인해 여러 개의 하위 시장으로 구분되며, 하위 시장은 주택의 특성 뿐만 아니라 근린과 같은 주변 환경을 총체적으로 고려하여 구획화되므로 공간적 영향력이 중요하다. 주택 시장을 구획화하는 기준은 주택의 특성, 가격 등 다양하나, 주택 수요를 기반으로 구획화할 경우 주택 정책을 수립하는데 활용할 수 있으며, 정책의 효율성을 증대시킬 수 있다는 점에서 큰 장점이 있다. 본 연구에서는 서울의 주택 시장을 대상으로 공간적 영향력을 고려한 장래 주택 수요를 추정하고, 수요에 기반하여 주택 시장을 공간적으로 세분화함으로써 국지적 주택 수요 시장을 새롭게 정의하고, 장래의 수요 시장이 어떻게 변화할지를 살펴본다. 분석 결과, 서울의 장래 수요 기반 주택 시장은 총 10개로 구분될 수 있으며, 단기적으로 는 공간적 변화가 있을 것으로 보이지만, 장기적으로는 안정적인 하위 시장을 형성할 것으로 전망된다. 본 연구는 서울의 주택 시장을 가격이 아닌 수요의 관점에서 세분화를 시도하였다는 점에서 의의가 있으며, 하위 시장의 공간적 패턴이 장래에 어떻게 변화할지에 대한 유의미한 전망을 제공함으로써 향후 주택 정책 방향 수립에 중요한 자료로 활용될 수 있을 것으로 기대된다.

As digital transformation accelerates, platform business has become a core business model in modern society. Platform business has a network effect where the winner takes all. For this reason, it is crucial for a company's pricing policy to attract as many customers as possible in the early stages of business. Telecommunication service companies are experiencing stagnant growth due to the saturation of the smartphone market and intensifying competition in rates, but the burden of maintaining communication networks is increasing due to the rapid increase in traffic caused by domestic and foreign CSPs. This study aims to understand the dynamic characteristics of the telecommunications market by focusing on pricing policy. To this end, we analyzed how ISPs, CSPs, and consumers react to changes in pricing policy based on the prisoner's dilemma theory. The analysis of the dynamic characteristics of the market was conducted through simulation using the Agent-Based Model.

본 연구팀은 피아노제조산업에서 대표적인 기업인 ㈜야마하가 국제화 과정에서 제품 전략과 시장 전략을 동시에 적용하는 사례를 통해서 국제경영에 관한 새로운 모델인 국제경영의 4가지 본원적 메커니즘(4 Generic Mechanisms in Global Management: 4GMGM)의 현실적용가능성을 다루었다. 야마하 피아노가 초기에 현으로 소리를 내는 전통적인 건반악기인 피아노를 일본이라는 현지 시장에서 개발 판매하는 현지화(Localization) 전략에서 출발했다가, 디지털 피아노를 개발 하면서 현세화(Loc-balization) 전략으로 나아갔고, 최상위 품질을 갖춘 그랜드피아노를 개발하 면서 세계화(Globalization) 전략의 정점을 찍었다가, 현지 음악 소리를 내는 맞춤형 피아노를 일 렉트릭 파이노의 한 영역으로 개발하면서 세현화(Glocalization) 전략으로 변신한 과정을 검토했 다. 이 연구를 통해 기업이 국제화하는 과정에서 제품전략과 시장전략을 동시에 개발해야 한다는 논리를 제시한 4GMGM이 현실을 설명하는데 적절하다는 검토 의견을 도출했다.

정보통신기술(Information and Communication Technology)과 기존 교통수단의 융복합으로 수소자동차, 자율주행자동차 등과 같은 새로운 교통수단 등장으로 광역 이동과 같은 이동성이 향상될 것으로 기대되고 있다. 또한, 보다 빠른 광역 이동성 확보를 위해 BRT 전용차로 도입에 대한 논의가 계속되고 있으므로 본 연구는 BRT 전용차로 구간에서 자율주행자동차의 혼입률 및 대중교통 전환율에 따른 시나리오를 설정해 서비스수준 분석을 기반으로 잉여차로 발생 가능성을 확인하였다. 더불어, 미래교통량 증가와 자율주행 기술 의 발전이 BRT 전용차로 운영 구간에 미치는 변화를 분석해 도로의 자산가치 산정을 목적으로 하고 있다. 설정한 시나리오에서 도로 가 기능을 발휘할 수 있는 일정한 서비스수준(Level of Service, LOS)를 유지하는 자율주행자동차 혼입률 수준을 파악하였으며, A~F 의 6단계로 구분하여 결과를 도출하였다. 도로의 자산가치 산정방법은 국가회계기준에서 제시하고 있는 토지의 대체적 평가방법 4가 지 방법과 보다 객관성을 확보한 새로운 자산가치 평가방법을 준용하여 도로의 자산가치를 산정하였다. 분석 결과, 간선도로 서비스수 준을 통해 BRT 전용차로를 시행하면서 연속류 구간에서는 자율주행자동차 혼입률이 75%되는 경우 편도 3차로에서 편도 2차로로 1차 로 감소가 이루어져도 현재의 서비스수준을 유지할 수 있으며, 단속류에서는 자율주행자동차의 혼입률이 50%되는 시점에 편도 4차로 에서 편도3차로 1차로 감소 시 동일한 효과를 발휘할 수 있음을 확인하였다. 즉, 연속류 구간에서 자율주행자동차 비율이 75% 및 단 속류 구간에서는 자율주행자동차의 비율이 50%되는 시점에서 1차로에 대한 도로 자산가치가 발생할 수 있음을 알 수 있었다. 이와 같은 잉여차로는 보행약자를 위한 보행 공간 및 자전거도로, 개인형이동장치((Personal Mobility, PM)전용도로, 완충녹지 등의 완전도 로로 활용될 수 있음을 시사하고 있다.

Currently, the current status of mobile apps in traditional markets is still passive in digitalization, and services provided using mobile apps are limited. This study aims to propose a cloud platform-based mobile platform that can overcome digital transformation, strengthen the competitiveness of traditional markets, and revitalize the local economy by more consumers visiting traditional markets. This study identified the current situation and problems of the market due to its characteristics, and analyzed the impact and opportunities of cloud and mobile technology on the characteristic market. It also implemented a cloud-based smart traditional market mobile platform prototype. The platform combines the advantages of traditional markets with digital benefits to deliver value to all users, social, industrial, I hope it will be of great help on the social side.

Streaming media is an emerging mode of video playback. It compress a series of multimedia data and transmit the data in real time through the Internet. And It has become an important part of people's daily entertainment and leisure. These streaming media platforms(Including OTT platforms) are full of enormous Intellectual Property(IP). Although there are some original IP, most of them are derived from Chinese classical culture and refreshed vigorously. Owing to digitalization, paper publications gradually broken the restrictions of physical forms and evolved to multiple digital forms in the world. In the thriving contemporary cultural industry, the needs for traditional classics are gradually surpassing that for the pure humanistic value, and thus the culture industry value of them are focused on. Xiyouji is the crystallization of the collective wisdom and imagination of the ancient folk, which has been active in people's daily life with various forms of popular cultural products, such as speech and opera, since the ancient time. Therefore, Xixingji is selected in to this paper as the study object, so as to discuss how the original work is effectively untilized in Xixingji to create the magnificent script and storylines and how Christopher Vogler's narratological theory is adopted to analyze the storytelling and character in animation Xixingji, and also to investigate the market reaction of Xixingji in China and South Korea.

This study aims to investigate protein consumption market trends in Korea. Protein consumption was divided according to the protein source into meat, fishery, and plant-based protein. To accomplish the goal of this study, food purchase data from 525 households panels collected by the Rural Development Administration over the last 10 years were used. The results of the study showed an increase or decrease in protein consumption by protein type over the last 10 years, and a reason to explain this change has been suggested. Specifically, this study found a dramatic increase in the consumption of several proteins, including beef sirloin, beef tenderloin, seasoned beef & steak, pork belly, pork shoulder, pork neck, seasoned pork, pork cutlet, sweet and sour pork, canned ham, chicken drumstick, chicken breast, dak gangjeong, Chinese fried chili chicken, salmon, eel, abalone, squid, octopus, webfoot octopus, octopus minor, canned whelk, tofu, cold bean soup,and plant-based milk. Some items showed no increase in consumption (such as beef jerky, pork rib, sausage, bacon, whole raw chicken, cutlass fish, oyster, fish cake, crab stick, surimi sausage,and canned fishery), whereas a few items showed decreased consumption (e.g., mackerel, pollack, cod,and canned tuna)

The purpose of this study was first, to clarify the clothing benefits that Uzbek female college students seek through clothing products; and second, to determine whether there is a difference in clothing involvement and clothing purchasing behavior according to the type of clothing benefits. Data were collected from 290 female university students from Tashkent, Uzbekistan, and analyzed using factor analysis, K-means group classification analysis, ANOVA, Duncan test, χ2-test, and frequency analysis. Respondents were classified into four types according to their clothing benefits: individuality/economy-pursuit, comfort-pursuit, fashion/brand-pursuit, and indifference. Significant differences were identified in terms of clothing involvement, information sources, clothing evaluation criteria, clothing store attributes, clothing wearing conditions (including monthly clothing expenses), number of purchases per year, clothing purchase location, clothing preference style, and clothing dissatisfaction. The fashion/brand-pursuit and personality/economy-pursuit types were influenced more by fashion and symbolism of clothing involvement, information sources, clothing evaluation criteria, and clothing store attributes. The individuality/economy-pursuit type purchased more frequently, spent more monthly clothing expenses, and used the internet. Clothing store attributes were considered more important by female students than the other attributes. In these results, clothing benefits were identified as consumer characteristics of female Uzbek college students and market segmentation was determined. In addition, it is meaningful in providing basic data for efficient marketing activities and minimizing trials and errors in establishing local-friendly strategies for target customers in different cultures.

Google Trends is a useful tool not only for setting search periods, but also for providing search volume to specific countries, regions, and cities. Extant research showed that the big data from Google Trends could be used for an on-line market analysis of opinion sensitive products instead of an on-site survey. This study investigated the market share of tumor necrosis factor-alpha (TNF-α) inhibitor, which is in a great demand pharmaceutical product, based on big data analysis provided by Google Trends. In this case study, the consumer interest data from Google Trends were compared to the actual product sales of Top 3 TNF-α inhibitors (Enbrel, Remicade, and Humira). A correlation analysis and relative gap were analyzed by statistical analysis between sales-based market share and interest-based market share. Besides, in the country-specific analysis, three major countries (USA, Germany, and France) were selected for market share analysis for Top 3 TNF-α inhibitors. As a result, significant correlation and similarity were identified by data analysis. In the case of Remicade’s biosimilars, the consumer interest in two biosimilar products (Inflectra and Renflexis) increased after the FDA approval. The analytical data showed that Google Trends is a powerful tool for market share estimation for biosimilars. This study is the first investigation in market share analysis for pharmaceutical products using Google Trends big data, and it shows that global and regional market share analysis and estimation are applicable for the interest-sensitive products.

This study aims to interpret the characteristics of the townscape of the market area in the Hongju Eupseong walled town based on the formation and transformation of modern urban tissue. Based on an analysis of the town plan using a cadastral map, land register, building management register, and aerial images, the change process of the urban tissue and townscape in the market area is divided into three phases: the expansion phase of the market’s function from the 1910s to 1940s, which featured an open market-based townscape; the declining phase of the market’s function from the 1940s to 1960s, which featured a route-shop-based townscape; and the expiration phase of the market’s function after the 1960s. More specifically, with the opening of roads, the functions of the open market gradually diminished from the 1940s on, and after the war, especially during the rapid urbanization of the 1960s, the market area changed into a roadside shop and inner residential area, and the foundation of the current townscape was fixed. Above all, it is noteworthy that since the 1960s, the urban tissue and townscape have formed on the foundation of the former open market based on Japanese capital.

본 연구는 마케팅 관점에서 중국 진출 한국 기업의 현지 시장성과에 영향을 미치는 결정 요인으로 시장기반자산의 역할을 실증적으로 파악하는데 그 목적이 있다. 이와 함께, 선행 연구에서 주장되고 있는 시장기반자산의 보완재적 특성을 검증하기 위해서 시장기반자산 요인 간의 상호작용 그리고 시장기반자산과 비(非)시장기반자산 간의 상호작용 효과를 분석하고자 하였다. 이를 위해서 본 연구는 중국 시장 진출 목적으로 진출한 153개 현지 법인을 대상으로 설문조사를 실시하였다. 실증분석 결과, 시장파트너 자산과 같은 시장기반자산이 중국 시장성과에 통계적으로 유의한 영향을 미친 것으로 나타났다. 더 흥미로운 결과로, 브랜드 자산과 시장파트너 자산 그리고 시장파트너 자산과 비시장기반자산 간의 상호작용 효과가 발견되었다. 본 연구 결과는 중국 시장에서의 시장기반자산의 중요성을 입증하는 동시에 선행 연구에서 지적되고 있는 시장기반자산의 보완재적 특성을 지지하는 결과이다.

Introduction A market orientation is a fundamental concept of strategic marketing that reflects a thorough understanding of both customer needs and competition (Narver & Slater, 1990; Kohli & Jaworski, 1990; Salavou et al., 2004). Market orientation as organizational culture increases firms’ interest in providing greater value for its customers, and, consequently enhances business performance (Narver & Slater, 1990). Thus, it is important to understand processes related to development and management of market-oriented culture (Zhou, Gao, Yang, & Zhou, 2005). As practitioners are encountering many difficulties in implementing market orientation in their organizations (Day, 1994; Mason & Harris, 2005), more detailed studies have been called to investigate managerial processes of deploying and developing market-oriented culture (Harris, 2000). Recent studies have found that market orientation can be enhanced by top management emphasis and reward systems (Kirca, Jayachandran, & Bearden, 2005; Kumar, Jones, Venkatesan, & Leone, 2011). However, fewer studies have specifically looked into the remuneration of the management in this setting (Ruekert, 1992), and particularly how the different parts of employee compensation, such as incentive schemes, are structured. Although our understanding of how compensation structure effects on development of market-oriented culture is limited, compensation structures have been studied extensively in finance literature (see Murphy 2012 for an extensive review). The structure of employee incentive schemes may be used to shift personnel’s myopia and risk-taking behavior (Murphy, 1999). Thus, these schemes provide a classic solution to the agency problem between shareholders and management (Jensen & Murphy, 1990) and have been predominantly postulated to be beneficial for the shareholder (Murphy, 1999). The underlying rationale is that the managers perceive risk differently from the shareholders and because of this asymmetry the managers may be hesitant to undertake projects that would be optimal for the shareholder value (Core, Guay, & Larcker, 2003). In this study, our aim is investigate how the structure of the employee incentive schemes affects to the market orientation of the firm. Given that the benefits of market orientation take time to become fully realized, the importance of top management both emphasizing and supporting a market-oriented culture is paramount (Kumar, Jones, Venkatesan, and Leone, 2011). Since developing market orientation is by its nature a long-term and risky investment (Jaworski & Kohli, 1993), and is linked to superior firm performance, we postulate the development of market orientation as an activity that stock-based compensation is meant to promote. Literature review and hypotheses development Market orientation as organizational culture is “the set of beliefs that puts the customer's interest first, while not excluding those of all other stakeholders, such as owners, managers and employees, in order to develop a long term profitable enterprise” (Deshpande Farley, & Webster, 1993, p. 27). As positive relationship between market orientation and business performance has been empirically proven (Huhtala et al., 2013; Deshpande & Webster, 1989; Narver & Slater, 1990), recent studies have focused on investigating possible antecedents of market orientation, such as reward systems (Kirca et al., 2005; Kumar et al., 2011; Sarin & Mahajan, 2001, Wei, Frankwick, & Nguyen, 2012). Studies have found that proper reward systems, such as participation based rewards, may facilitate market orientation (Sarin & Mahajan, 2001; Wei et al., 2012). Development of our hypotheses is based on the understanding that, firstly, market orientation is only acquired through risky and time-consuming projects (Jaworski & Kohli, 1993), and, secondly, stock-based incentive schemes are specifically designed to mitigate risk aversion and myopic investment choice challenges (Murphy, 1999). The benefits of a market orientation take time to realize, and especially management support is needed to instill a market-oriented culture (Kumar et al., 2011). This type of management involvement is also reflected in Jaworski and Kohli's (1993) statement that risk-averse management leads to subordinates being less likely to focus activities that increase overall market orientation. The reward and compensation system is a critical factor as it can either encourage or impede managers’ actions (Hambrick & Snow, 1989), and, therefore, has an impact on market orientation (Wei et al., 2012). We argue that stock-based incentive schemes address the challenges of developing market orientation that has been found in extant literature (see Mason & Harris, 2005). The incentives should both motivate employees to focus more on long-term value creating activities as well as encourage them to overcome their risk aversion. As the market-based incentive systems aim to promote longer-term focus and reduce risk-aversion, which are major factors causing managers’ inertia to develop market orientation. In line with incentive and reward systems literature we propose that: H1(a)/(b): An increase in (a)option/(b)stock incentive schemes' total average value per employee involved increases a firm's market orientation (and its constituent factors) Organizations should provide more bonuses and long-term incentives to high level managers, since decision-makers in the upper echelons can have impact on the organization (Wang, Venezia, & Lou, 2013; Gerhart & Milkovich, 1990; Hambrick & Mason, 1984). We argue that top managers are the priority when designing stock-based compensation and the larger the proportion of employees benefiting from an incentive scheme within a firm is, the better the relevant decision-makers and experts have been incentivized. Thus, we propose: H2(a)/(b): An increase in the proportion of employees benefiting from an (a)option/(b)stock incentive scheme increases a firm's market orientation (and its constituent factors) Data and methods The incentive scheme data was obtained from Alexander Incentives, a remuneration scheme consultancy that administers a broad database of publicly disclosed information on the remuneration and incentives of public and private companies in Finland. We use data from 2008 to 2012 comprising 67 firms. Over this period the average year specific value of an option based incentive scheme was 4.7 million € and corresponding value of a stock based incentive scheme was 7.6 million €. On an average year, an option based scheme comprised 595 grantees and a stock based scheme comprised 317 grantees. Measurement of market orientation was conducted through survey using the questionnaire items developed by Narver and Slater (1990). The survey was conducted in the spring of 2008, 2010 and 2012. The survey was sent to all companies in Finland with more than 5 employees in the previous year resulting 1157, 1134, and 952 completed answers, respectively. The respective firm-level response rates were 16%, 10% and 9%. However, in this study, we are investigating only the companies that were publicly listed at the time of conducting the survey and who have disclosed personnel incentives. Such companies answering the survey totaled 55 firms in year 2008, 39 in 2010, and 28 in 2012. The final sample consisted of firms that responded to the survey in one or more years and from which we were able to obtain incentive scheme data. The sample comprises 122 firm-years collected from 65 unique firms (n = 122). The items measuring market orientation were evaluated with confirmatory factor analysis (CFA) using SPSS AMOS version 21.0. The latent variables measuring the dimensions of market orientation (customer orientation, competitor orientation, and interfunctional coordination) were included in a single second-order CFA model. Following suggested guidance for the model fit index thresholds (Bagozzi & Yi, 2012; Bentler, 1990), the second-order CFA model shows a good fit (χ2 = 58.08, df = 24, χ2/df = 2.42, RMSEA = .10, SRMR = .047, NNFI = .94, and CFI = .96). All items loaded significantly on their respective second-order (standardized loadings ranged between .90 and .95) and first-order latent constructs (standardized loadings ranged between .68 and .96), indicating convergent validities. All model maximum likelihood estimates were found to have statistically significant critical ratio values. We conclude that the tests proved the factorial validity of the second-order CFA model. Additional financial data was used to formulate control variables and was obtained from Worldscope and Datastream. We are using annual and quarterly financial statements data to control the size of the companies and the volatility of the environment. Stock market data were used to control the riskiness of the firms. We are controlling for the size of the firm with the logarithm of the total assets. To control for the environment, we are using the volatility of the quarterly revenues within a year. We also use the monthly volatility of the stock market performance to control for the investors’ perceptions of riskiness. Detailed descriptive statistics of the sample are available upon request. Results The impact of the employee stock-based incentives on the market orientation of the firm was investigated using multiple regression analysis. We used the market orientation as the dependent variable. As the independent we used the value of the incentive scheme (option and stock based) per grantee and the percentage of total employees who were grantees. Total assets, quarterly revenue volatility, and monthly stock returns volatility were control variables. The variable for market orientation significantly correlated with option scheme value (p < .10), presenting a low correlation of -.17. Quarterly sales volatility significantly correlated with monthly stock return volatility at -.21 (p < .05). Other correlations were found statistically insignificant and ranged between -.14 and .23. Table 1 reports the regression results predicting market orientation. Models 2 and 4 test Hypotheses 1(a) and 2(a). Models 3 and 4 test Hypotheses 1(b) and 2(b). All Models 1 through 4 were found statistically significant based on the F-statistic (p < .01). Hypothesis 1(a) proposed increase in option incentive scheme’s total average value per employee predicts increase in a firm's market orientation. As indicated in Model 2 and 4, there is no strong support for the hypothesis. Although the coefficient for option scheme value is significant (p < .10), the coefficient is negative instead of being positive as was hypothesized. Hypothesis 2(a) postulated the option scheme coverage to have a positive impact on the market orientation of the firm. The coefficient in both Models 2 and 4 was positive, however not significant. Thus, the Hypothesis 2(a) is clearly rejected.

This study aims to subdivide consumers by attributes determined mainly by consumers of fresh ginseng. It is to compare and analyze the characteristics by cluster, and to deduce the implications on distribution and marketing. For this study, a survey was conducted targeting 250 consumers of fresh ginseng. The factors were deduced through performing the exploratory factor analysis on the results of the survey, and the consumers of fresh ginseng were classified through cluster analysis. As a result of the study, the attributes considered for the purchase of fresh ginseng were condensed to the three factors: physical characteristic factor, safety factor, and cultivation indication information factor. With these as the standard, the consumers of fresh ginseng were subdivided into the three clusters: safety-oriented consumption type, label-centered consumption type, and high involvement consumption type. It was found that there were differences in demographic characteristics and attributes considered for purchase of fresh ginseng by cluster analysis. This study suggests the implications for revitalization of the fresh ginseng industry by subdividing consumers of fresh ginseng and suggesting the characteristics by cluster.