최근 수십 년 동안, 데이터는 기업 조직 경영의 핵심 요소로 부상하였다. 많은 조직들이 데이터를 활용 하여 전략적인 의사결정을 내리고 시장 변화에 적극적으로 대응하고 있다. 이러한 상황에서 본 연구는 데이터 기반 의사결정 조직 운영과 그에 영향을 미치는 요인을 살펴보고자 한다. 상시적 디지털 전환이 일어나고 있는 현대에 데이터 중심 의사결정은 조직의 성과 향상에 매우 중요한 역할을 한다. 그러나 데 이터 기반 의사결정 조직에 영향을 미치는 선행 요인과 실제로 기업 내에서 데이터 기반 의사결정이 어떻게 일어나는지에 대한 연구는 아직 많이 부족한 실정이다. 본 연구는 기업의 밸류체인 디지털화 정도가 데이터 기반 의사결정 조직 구축에 중요한 영향을 미칠 것임을 가설로 설정하고, 이를 국내 기업 임직원 1,059명을 대상으로 한 설문응답 데이터로 검증하였다. 또한, 본 연구는 데이터 분석 능력을 포함한 디지 털 역량을 갖춘 인재가 데이터 중심 의사결정 조직에 중요한 환경적 요건으로 작용할 수 있음을 고려하 여, 기업의 밸류체인 디지털화와 데이터 중심 의사결정 조직 구축 간의 관계에 디지털 인재 준비도가 미 치는 조절효과를 가설로 설정하고 통계적으로 검증하였다. 본 연구의 결과는 데이터 중심 의사결정 조직 형성과 운영에 대한 이해를 넓히고 기업 조직이 데이터를 효과적으로 활용하여 의사결정을 내리는 과정 에 대한 유용한 시사점을 제공할 수 있다. 실무적 측면에서는 기업들이 자신의 데이터 전략을 개발하고 구현하는 데 중요한 시사점을 제공할 수 있을 것으로 기대한다.

Despite being one of the world's largest coffee exporters, Indonesia's coffee output for the international market has recently been dropping. Smallholder coffee growers and their cooperatives faced production challenges due to a lack of market demand knowledge, financial assistance, cultivation and processing equipment, and business practice expertise, according to a case study investigation of these groups. The research then conducted a quantitative survey of 84 international customers from 29 countries and enhanced it by speaking with ambassadors of the Indonesia Trade Promotion Centre in nine different nations. These global players' insights produce helpful information, such as product details, pricing ranges, and quality standards. The results show that for smallholder farmers and cooperatives to fulfil the demands of the global market, relevant commercial actors must assist them. As a result, this study creates a model of the coffee value chain that demonstrates how market demand data motivates cooperatives and smallholder coffee farmers to increase coffee output in a diverse business environment. Marketing might contribute to smallholder farmers' and cooperatives' economic prosperity and well-being by using varied insights from foreign consumers.

본 연구의 목적은 심화되는 글로벌 경쟁 속에서 국내 방산업체 수출의 선순환 구조 마련을 위한 글로벌 부품공급망 진입방안을 모색하는 데 있 다. 아울러 어떻게 맞춤형 방산 부품 수출을 활성화할 것인가에 대한 정 책 대안을 제시하고자 한다. 글로벌 부품공급망의 이론적 논의를 바탕으 로 국내 중소방산업체의 현황을 분석하고 세계 방산시장으로 진출하기 위해 다음과 같은 방향을 제시한다. 첫째, 방산수출 규모의 지속적인 확 대를 위해서는 수출지향적인 방위산업 정책의 확대 시행, 신시장 개발을 위한 권역별‧국가별･품목별 정보망의 확보, 중소기업군을 포함한 국내 방 산업계의 글로벌 경쟁력 강화 조치가 시급하다. 둘째, 방산 부품 수출 활 성화를 위해서는 품목을 다양화하고 글로벌 방산기업의 부품공급망에 진 입하여 완성품뿐만 아니라 수리부속, MRO, 잉여장비 등 수출품목을 다 양화할 수 있는 지원제도 보완이 이루어져야 한다. 셋째, 중소기업이 국 내의 체계기업 협력업체로 참여하는 수준에서 벗어나 특화된 기술력을 갖춘 경쟁력 있는 기업으로 성장할 수 있도록 중소·벤처기업의 글로벌 부품공급망에 참여할 수 있는 지원이 필요하다. 마지막으로 산업·금융 등 다양한 분야와의 연계가 요구되는 상황에서 수출지원을 위한 전문기관· 인력 등 인프라는 여전히 부족하므로 수출 인프라의 보완이 필요하다.

다국적기업(MNEs)의 해외직접투자(FDI)를 바탕으로 구축, 운영되는 글로벌 가치사슬(GVC) 참여는 국가 경 제발전에 중대한 역할을 담당한다. 이에 따라 많은 선행연구들이 GVC 참여도를 결정하는 주요 요인의 하나로 FDI에 주목하여 FDI와 GVC참여도 간 관계 파악을 위해 다양한 시도를 해왔지만, 아직 일관된 결과를 도출하지 못하고 있다. 이러한 결과는 선행연구들이 FDI 자금 유입 통계를 바탕으로 다국적기업이 수행하는 현지 활동을 파 악하려 했다는 점과 연구 별로 다른 GVC참여율 측정방식을 적용하는데 기인했을 가능성이 크다. 따라서 본 연구 는 다국적기업의 자회사의 현지 부가가치 창출 활동을 기반으로 개발된 OECD의 Analytical AMNE 통계와 기 존의 FDI 유입액 통계가 각각 생산기준 GVC 참여율과 무역기준 GVC 참여율에 미치는 영향을 비교, 분석하는 것을 목적으로 시행되었다. 2005년부터 2016년까지 43개 국가를 대상으로 시행된 고정 효과모형 패널분석 결과, Analytical AMNE가 FDI 유입액보다 GVC 참여율 설명에 더 적합하다는 사실과 생산기준 GVC 참여율이 선 행연구를 통해 알려진 주요 결정 요인들의 영향력 설명에 더 적합할 수 있음을 확인할 수 있었다.

1. 우리나라 ODA 중점협력국 중 하나인 가나의 주곡 작물로서 지속적으로 소비가 증가하고 있는 쌀의 가치사슬 단계별 문제점과 해결방안을 조사함. 2. 식량 안보와 영양개선을 위해 농업 현황과 국제 사회의 지원을 조사하고, 이를 통해 우리나라의 중점 지원 전략을 수립하는 것을 목적으로 함. 3. 지속가능발전목표(SDGs)의 두 번째 목표인 식량안보 확보를 위한 가나의 국가 정책에 부합하면서, 동시에 우리나라 농업 기술력의 우수 분야인 농작물 품종 R&D, 기술 교육, 농촌지도 등 ODA를 지원하기 위해서는 농업 관계기관, 연구소, 국제기구, 민간 부문과의 협력이 필요함. 4. FAO, World Bank 등의 국제기구에서 제공하는 문헌 검토 및 농업 통계 데이터를 이용하였으며, 현지의 이해관계자 인터뷰를 통해 정성적 데이터를 수집·분석함.

세계보건기구(WHO)는 홍콩독감과 신종플루 이후 역사상 세 번째 팬데믹을 선언했다. 코로나19의 발생으로 국가 간 교류는 극도로 위축되는 한편 빠른 전염성으로 국가별 경기변동의 시간차를 만들어 냈다. 2020년 1월 미‧중 무역 분쟁은 합의국면으로 접어들었으나 코로나19로 발생한 경제 디커플링 현상은 중국이 미국과의 무역균형을 맞추기 어렵게 만들었고 미‧중 무역 분쟁 합의 조건을 지키기 어렵게 만들었다. 트럼프 대통령은 코로나19 확산의 책임을 중국에 돌렸고 경기 침체의 원인도 중국의 영업비밀 침해, 불법복제품 등으로 지목하면서 보호주의가 대두되었다. 이에 중국은 거세게 반발하면서 미국과 갈등이 깊어졌다. 미국은 중국 반도체 굴기의 핵심기업인 화웨이와 SMIC에 무역재제를 선언했고 미‧중 간 반도체 밸류체인 단절 위험을 예고하고 있다. 반도체 산업의 밸류체인 분리는 특정 국가와 기업이 가치사슬에 고도로 전문화되어 독점하는 구조인 반도체 산업에 큰 충격을 줄 가능성이 있다. 본 논문은 코로나19로 인해 재점화된 미‧중 간 반도체 밸류체인 단절 위험과 반도체 글로벌 산업 가치사슬의 충격과 변화, 한국 반도체 기업의 대응전략을 다루고자 한다.

The small tea growers (STGs) constitute a significant part of the tea industries in several tea producing countries in the world. STGs constitute 70 percent of the tea cultivation by area and 60 percent of the total tea production by volume. However, low profitability, limited marketing options, inefficient supply chain, and dependency on the large tea estates for processing has emerged as a serious threat to the sustainability of the STGs. Mostly, the STG’s role in the tea supply chain is confined merely to the cultivation of the tea leaves. In India too, the STGs are confronted with similar challenges. India is the second-largest tea producer in the world with about 50 percent of the total tea production coming from the STGs. Notably, considering the economic and environmental benefits, some of the STGs have taken to organic cultivation of tea. Further, some of them who adopted organic cultivation also took to processing and marketing of made tea like hand-made green tea, black tea, and other specialty products by themselves. This study seeks to understand and analyze the role of organic cultivation in providing market linkages and the development of value chain(s) for the STGs. The study was conducted in the state of Assam, which is recognized worldwide for the presence of one of the oldest and the largest tea industries. It used a qualitative value chain approach to analyze the current situation of the STGs involved in the production of organic tea. The study mostly relied on primary data collected from the various actors of the emerging tea value chain through a semi-structured interview schedule, in-depth interviews, and focused group discussions. The processing and marketing of tea by the organic STGs in Assam has indeed led to the development of tea value chain(s) for the STGs. Adoption of sustainable agriculture systems like organic cultivation has opened up new opportunities for the STGs to earn from tea processing and marketing by themselves. Although such developments are in a very initial stage, understandings from the present scenario add to the literature on the development of value chain and market linkages for the smallholders in the tea sector with implications for other agricultural sectors as well. Encouraging the STGs to produce orthodox tea products, especially green and black tea varieties, in larger quantity by mobilizing them for collective actions is likely to locate them in the global tea value chain. The study suggests such suitable policy measures to bring about transformations in the tea sub-sector. Appropriate institutional changes to develop sustainable tea value chain(s) controlled by the STGs would be the key to impart overall sustainability to the industry. Such developments are likely to help the tea industry in Assam and other tea producing regions to meet the changing consumer aspirations and sustain global competition.

1. 개발도상국의 경우, 가치사슬 전반에 걸쳐 제약요인을 가지고 있는 경우가 많다. 이로 인해 가치사슬 일부 단계의 개선만으로는 그 파급효과가 제한적이다. 이로 인해 가치사슬 전반에 걸친 분석과 종합적인 개선 전략의 수립이 필요하다. 2. 선진 공여기관들은 개발도상국의 가치사슬 개선을 위해 여러 가지 분석 틀 및 개선전략 수립 틀을 가지고 가치사슬 사업을 추진하고 있다. 3. 본 연구에서는 한국의 농산물 가치사슬 개선 사업 기획 관리 방안을 제시하였다. 특히, 해당 기획관리 절차를 한국의 대표적인 무상원조 기관인 KOICA의 원조사업 기획 단계에 맞추어 구체적으로 제시하여 실제 현장에서 활용도를 높이고자 하였다. 해당 절차는 1) 대상 품목(혹은 품목군)의 선정, 2) 가치사슬 분석, 3) 개선전략 수립, 4) 기대효과 도출, 5) 성과관리(모니터링 및 평가) 방안의 도출 등으로 구성되었다. 4. 한국의 공여기관들은 이 절차를 바탕으로 농산물 가치사슬 개선 사업의 기획과 시행에 필요한 사항들을 점검 및 확인 할 수 있을 것으로 기대된다. 또한, 현장에서의 활용을 통해 해당 절차를 보다 효과적으로 발전시킬 수 있을 것으로 기대 한다.

The aim of this study is to identify the value structure of active seniors for noodles. Noodles are the secondly most preferred and familiar food in Korea, followed by rice. And noodles also have a variety of tastes/flavors and even a variety of ceremonial characteristics. The necessity of offering proper food to seniors has recently increasing because Korea becoming an aged society. This study conducted 1:1 in-depth interviews with 30 active senior participants using the soft laddering technique, which is based on the means-end chain theory. The Implication Matrix and HVM were derived from performing content analysis. The active seniors mainly consider the ‘taste’, expecting to obtain the ‘satisfying taste’, and pursuing the ‘family affair’, ‘pleasure’, and ‘self-satisfaction’. The results of this study indicated that the taste is the most important attribute and the active seniors consider their family as well as the pleasure and satisfaction of their own. Male seniors mainly pursue the ‘pleasure’ and ‘self-satisfaction’ by satisfying their taste through considering ‘taste’ and ‘familiarity’. But female seniors mainly pursue the ‘family affair’ by ‘satisfying taste’ through considering ‘taste’. These results can be used as a basic data for developing noodle products for the elderly. This study will also contribute to the development of special care food and product concepts for the silver generation.

Understanding consumer insight in luxury watch purchase is crucial in the current situation where the industry is recovering from a downturn. Today, the consumer does not only purchase a luxury watch to impress others as in the past. Using the means end chain approach, this study discovers that branding, together with design, function and price are key attributes that customers consider. Consequently, the consumer benefits from having a sense of personal identification. In addition, today the consumer perceives the benefit of luxury watch purchase as an investment. Therefore, they seek product distinction, durability, and a value-work product, in order, to serve the perceived value of capital investment. The results of the study reflect a changing trend in the luxury consumer. Prestige value is not the only key factor determining the purchase decision as was found in previous studies. Therefore, the luxury watch players, in an effort to elicit increased sales, should consistently build the brand profile by offering both functionality and design. Furthermore, communication of focus on quality leads to durability that would be considered as an investment asset from generation to generation. Introduction In the luxury watch industry, despite the start of a recovery, from a downward trend, the growth rate is forecast to be at a slow pace (ReportLinker, 2017; Deloitte, 2016). The global luxury watch players face the challenge of decreasing demand as per the change in consumer behavior (Financial Time, 2017). Like other luxury goods, the luxury watch is considered as a product that is not entirely necessary but the drive behind the buying intention is due solely to the personal desire of the consumer In addition, individual perception as well as consumer purchasing power, has a strong link with decision making. Why a consumer buys a luxury watch today is rather different from why they bought one ten years ago (Adams, 2017). This study is conducted in order to understand luxury watch consumer insight using the means end theory, in ways of appropriation, and examine variations in consumer willingness-to-pay (Gengler & Mulvey, 2017). Luxury consumption behavior There are numerous studies to be found that explore luxury product consumption starting from extrinsic themes like consumer purchasing power (e.g. Veblen, 1899), consumer characteristics (e.g.Dubois & Laurent, 1993); (O'cass & McEwen, 2004), consumer behavior (Vigneron & Johnson, 1999; Kastanakis, & Balabanis, 2012) to intrinsic themes like consumer motivation (e.g.Xiao-hui, 2006; Truong & McColl, 2011), consumer perception (e.g. Zhan & He, 2012; Vigneron & Johnson, 2017) and at a more subjective level of consumer value (Sukhdial, Chakraborty, & Steger, 1995; Moraes, Carrigan, Bosangit, Ferreira, & McGrath, 2017; Vigneron, & Johnson, 2017). This is because the nature of the consumer has changed. The current consumer does not view purchasing a luxury item as a vehicle to impress others but much more to serve their own perspectives (Wiedmann, Hennigs & Siebels, 2009). Thus to cope with this downtrend, it is necessary, nowadays, for luxury brand suppliers to have a deep and detailed understanding of customer insight. Means end chain theory (MEC) and laddering MEC has been regarded as one of the most felicitous theories in consumer research since 1980 (Grunert et al. 2001). It was developed to help understand consumer insight in the decision making process (Gengler, Mulvey, & Oglethorpe, 1999) starting from how the consumer thinks about a product and why they buy it. Through MEC (Olson and Reynolds, 1983; Gutman, 1982; Howard, 1977; Young and Feigin, 1975), the researcher and marketer can discover the salient meanings consumers associate with products, both in services and behavior. The chain explains the linkage; starting from attributes through to consequences, and then to values in the form of a hierarchial model Gutman, 1982; Gengler, Mulvey, & Oglethorpe, 1999; Leao and Mello, 2007). Beginning with the first level, attributes are characteristics of the product/service the consumer is expecting which can be both tangible and non-tangible features. However, attributes will mean nothing to the consumer, without so called consequences (Klenosky, 2002). At the second level of the hierarchical model, consequences are benefits that take part in explaining why those attributes are important to consumers (Olson and Reynolds, 1983). The consumer is looking for particulars benefits when purchasing that certain product or service (Voss and Gruber, 2006). The final level is value. The consumer judges the benefit of the product based on the perceived value, in the mind of the customer (Gutman, 1982; Olson and Reynolds, 1983; Costa, Dekker, and Jongen, 2004). It is notable that the higher the hierarchial level, the greater the level of abstraction (Woodruff & Gardial, 1996). Using the MEC helps gain consumer insight information which allows the luxury brand supplier to offer products which are best suited for their targeted consumers (Petison, Thongthou and Lekmoung, 2012). Methodology By its nature, the MEC is adopted as a qualitative research method. In order to understand why a consumer is interested in a product and makes a purchasing decision (Smith and Swinyard, 1999); the decision making process can be revealed using the laddering interview (Gutman, 1982; Olson & Reynolds, 1983; Ozguven, 2012). Through the laddering interview, researchers decide to apply a soft laddering interview; an open answer question, rather than hard laddering interview; or a fixed answer question, to enjoy the benefits of go by the flow (Ozguven, 2012). Furthermore, soft laddering interview is well suited to the elite in a sense that interviewer can adjust questions depending on answers and ambience (Harvey, 2011). In this study a total of 30 luxury watch consumers; 18 females and 12 males, who recently bought luxury watches in 2017 were interviewed. This is because the researchers want to obtain the most up to date information. This group of consumers tended to purchase a luxury watch every year. The most popular brands these consumers purchased are Rolex, Patek Philippe, Panerai and Audemars Piguet. In face to face time, a semi structure interview was applied based on Reynolds and Gutmam (2001), who suggested questions such as; What affects your purchasing decision?, How do you feel about the product? Why do you want to wear this watch? etc. All interviews were recorded and verbatim transcripts produced. Content analyses were applied following the interviews. The preliminary categorization was into groups of attribute consequence and value, and recurring words with similar meanings collected in clusters. Research triangulation was applied to ensure validity. The researchers created a hierarchical value chain for each consumer then analyzed the findings by using LaddermapTM software. Results According to the content analysis process, a total of 28 attributes, 22 consequences, and 15 values were found in the study. Through the LaddermapTM software analysis only 7 attributes, 11 consequences, and 9 values can be reported as in figure 1. Figure 1: Hierarchial value map of luxury watch purchase Brand is the most important attribute from the viewpoint of the luxury consumer followed by design, price and function. For example, one consumer mentioned that “…brand helps one who wears it by identification…it reflects a certain lifestyle…wearing a Rolex is easy to take care of because of its quality as well as the ease to wear on any occasion…it is value for money… but more than this as it constantly appreciates in value.…” In addition, brand is a key attribute that leads to two most important consequences which are personal identification and investment. However, impressing others, which used to be a key rationale for purchasing luxury product is found to be absent from the top consumer benefits nowadays. However, today, luxury brand consumers are more concerned with distinction, durability, and value-work product as a consequence of watch purchase. For example, one consumer said that “…normally, women do not wear Pannarai. I love to be different…so I bought a limited edition….I wear it constantly for both work and leisure activities…although the price is high, I feel secure with the price paid…it has a warranty and good after- sales service…” Among reported values, monetary satisfaction is found to be the most the important followed by self- image and pleasure. For example, one consumers said that “…I always buy Rolex…my parents also use Rolex. From my parent’s experience of use, it was made aware that the Rolex is fabulous due to its quality and resale price. …I have never ever changed my mind about Rolex…it is excellent value as an investment…I am happy and satisfied with the money I have spent…” This study also found other consumers who expressed their satisfaction with money invested in comparison with another investment options such as gold or stocks. Moreover, it is an investment that can be passed on to their children. Discussions and Implications Nowadays, brand, design, price and function are the key attributes that luxury consumers focus on. Luxury brand suppliers should pay particular attention to a design that reflects the unique identity of the brand and distinguishes it from competitors. This is a consistent finding of Subhadip, Jain, &Matta (2018) that the luxury product ought to reflect its own creativity, artistry, and uniqueness. Moreover, consumers prefer a luxury watch that offers various functions that they can be used with ease on any occasion. In addition, the luxury consumer does not only purchase a watch that represents their self-image and bring in pleasure value, but also monetary satisfaction which is found to be most important nowadays so that the luxury watch player should advertise their brand based on this distinctive study finding. Durability is a reflection of quality brand. Warranty is the linkage between quality and value for money. Monetary satisfactory also comes from the benefits of investment and a generation to generation heritage.

Value creation is essential for successfully operating a firm and becomes a critical issue for realizing cross-firm competition and industrial performance distinctions. Tourism scholars have viewed tourism value-chain (TVC) as a useful tool to measure the efficiency and effectiveness of performance through controlling the impact factors in tourism products and services. However, few extant studies focus on the works of performance measurement in the tourism industry. This study applies Yilmaz and Bititci’s (2006 a, b) concept to develop novel performance measurement and value creation indicators for industrial tourism and customers through a crisp-set qualitative comparative analysis (QCA). The QCA approach considers asymmetric relationships—reporting conditions that are sufficient or necessary to cause an outcome condition. QCA allows exploring the causal-effect relationship between the variables. In-depth interview with five senior managers and five customers were conducted. The QCA results showed that industrial tourism and customer performance indicators have complex links with value creation. The main theoretical contributions of this study extends through four stages of TVC on both manufacturing and industrial tourism, developing causal-effect connections of industrial tourism, and customer performance on value creation. The study describes how proprietors and service providers promoted brand identification and firm’s reputation for achieving industrial tourism value. The findings beneficially provide practical implications for proprietors and customers for applying performance indicators once aiming to develop an appropriate marketing strategy and create industrial tourism and customer values.

1. 우즈베키스탄과 농업협력강화를 위한 유망분야로 제시된 체리산업은 우즈베키스탄 정부의 제조업 육성 정책과 연계되는 사업으로 고용창출 및 경제개발 지원 효과 등 우즈베키스탄 정부의 지원이 가능한 분야임. 2. 최근 우즈베키스탄 정부는 주스 원액 제조 등 가공 산업의 개발을 통해 제조업 육성 정책 마련하고, 수출 기업들에게 국제기준에 부합하는 GAP의 인증 취득을 독려하고 있어 향후 수출 증대를 통한 농산업 발전이 기대됨. 3. 우즈베키스탄의 체리 산업은 현지 진출한 기업의 관심 분야이나, 체리 수출시 우리나라 검역관이 파견되어 상주하는 비용 등을 우즈베키스탄 생산자가 부담해야 하는 등의 이유로 우리 정부의 적극적인 지원이 필요함. 4. 향후 대 우즈베키스탄과의 농산물 교역 확대를 위해서는 기술지원 뿐 아니라 생산, 유통, 검역, 수출 등 가치사슬 전반을 고려하여 양국 협력 사업의 지속가능성을 강화해야함.

This study aims to examine the impact of perceived usefulness, perceived ease of use, site appearance, informativeness and perceived risk on online brand equity though the brand value chain. The study grounds from two theories: TAM and Perceived value approaches. Five hundred and six sets of questionnaires were used to analyze and produce the research results. The study found that perceived ease of use and informativeness were not related to the customer’s perceived functional value and emotional value on the brand while other factors were significantly related. The results of the study were discussed as well as the research conclusion and recommendations

This paper is demonstrative of values and the imbibed strength of values observed along the value chains of organizations studied by the authors in past two years. The paper is projective of an intense relationship of values based business ethics observed along the value chains of the organizations concerned with the context and the soul of the conventional definition of marketing given by American Marketing Association in 2007. The value chain of a prominent consumer product’s marketers studied through reflexive research approach exemplifies that how business ethics based on values helped in evolving activities, institutions and processes for creating, communicating, delivering and exchanging offerings that have value for the customers, clients, partners and society at large which is actually the definition of marketing be American Marketing Association: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013) Similar observations in the value chains and the marketing process of other organizations validated the fact that if values driven business ethics is followed along the value chain the context of 2007 definition of Marketing gets enlivened.

Increasing attention has been paid to marketing and consumer behavior of luxury industry but research into value creation network and operational mechanisms is very limited. This study focuses on two aspects of the luxury industry: luxury brand and value chain, to inform a comprehensive understanding of the value creation process for high value added brands. In luxury industry, the key elements that create and deliver value are brand, design and research, production, distribution, and retail. A clear brand identity is found as the first step of this value chain, which influences the choices of all other activities. Luxury goods companies will align all the activities in line with brand identity to deliver consistent tangible and intangible values to end users. Furthermore, a luxury value chain is a holistic network with strong coordination among its elements. A combined approach of case study and secondary data collection is pursued. A sample of 9 luxury companies within 6 selected industries is investigated. Data is qualitatively collected via semi-structured interviews, document analysis, and observations as a triangulation approach for the purpose of ensuring the reliability of the research data. Multiple interviews of the general manager, industrial manager, brand/communication manager, creative director, and store manager are conducted in each company to achieve a broader perspective and also make data triangulation procedures possible. This research contributes to the luxury brands management as well as value chain concept. It discusses the value creation network and operational mechanism from a less explored corporate perspective. It unveils a secretive existence of brand in value generation process and further establishes a model to amplify the relationship between each activity in the value chain. Also, it expands the research of value chain into luxury industry. It argues that a supply leading value chain can also command a premium rather than the customer-centric value chain discussed by most researchers recently. It also provides valuable insights for companies who want to have a high-end market position. It shows that the widely adopted luxury strategy invented mainly by French and Italian companies employs fundamentally different rules from those of fast-moving consumer goods in mass market. In short, a luxury strategy is different in nature, not in level.

Large corporations and small and medium-sized enterprises businesses have tried finding cooperative partner models through win-win activity. In this study, certain factors were researched, which affect on the achievements by win-win activity of large corp

Large corporations and SMEs Businesses have tried finding cooperative partner models through win-win activity. In this study, certain factors were researched, which affect on the achievements by win-win activity of large corporative and SMEs from a standpoint of development by SMEs, the establishment of confidence, technical innovation and competence of value chain competence in order to enforce supplying value under the win-win activity. The result of this research presents that the achievement of win-win activity by large corporations and SMEs is related positively to developmental capability, cooperative culture, developmental innovation, innovation of process, outer technological innovation and value chain.

새로운 IT 환경에서의 변화를 이해하고 경쟁력 있는 클라우드 생태계를 구축하며, 지속가능한 성장을 위한 경쟁정책을 수립하기 위해서는 먼저 우리나라 IT시장의 구조와 그 변화를 정확히 이해하는 것이 필요하다. IT시장의 구조를 이해하기 위한 과거의선행연구들은 통신시장을 배경으로 수직적 가치사슬 구조를 중심으로 설명한 것이 대부분이었으나, 최근 들어 이슈로 부각하고 있는 클라우드 생태계에 관한 연구는 부족한 실정이다. 본 연구의 목적은 IT시장에서의 클라우드 서비스의 등장에 따른 가치사슬의 변화를 이해하는 것이다. 이를 위해 먼저 기존의 연구 문헌들을 통하여 기업 또는 산업의 공급 구조, 그리고 시장의 생태계를 설명하기 위해 사용하는 기본 틀인 가치사슬의 개념을 정의하고, 이를 통하여 우리나라 IT시장의 가치사슬에 대해, 특히 클라우드 서비스 도입이후의 우리나라 IT시장의 변화를 반영하여 그 구조의 변화를 설명하며, 이를 바탕으로 우리나라 IT시장을 진단하고 시장의 성장을 견인하는 요인들을 파악하도록 한다. 본 연구를 통해 가치사슬 관점에서 IT시장을 이해함으로써, 클라우드 서비스 산업의 경쟁력을 높이고, 향후 클라우드 기반으로 IT생태계를 구축하기 위한 이론적 근거로 활용되길 기대한다.