Assertions in current academic research and practical discourse that promote agility reduce the importance or prominence given to organizational strategic planning. While firms today are required to become agile and thus quickly and timely respond to emerging market challenges, the strategic planning process is perceived as rigid, slow, and somehow obsolete and may contradict agility. These present practitioners with a dilemma regarding the relevance of planning in this era. This study examines the pertinence of strategy planning in this agile age and its effect on firms’ business performance. In addition, since the environment in which firms operate play a significant role in determining strategies, when maintaining strategic planning, organizations need to consider internal and external factors that may change the effect of planning on performance. Hence, the study also explores market scanning (an external condition) and fault tolerance climate (an internal condition) under which the relationship planning-performance varies. Based on a quantitative research, data from organizations, and insights from fit-as-moderation approach, a conceptual model and research hypotheses are designed and tested. Common and acceptable analysis methods were employed to test the hypotheses. Initial findings indicate that strategy planning should not be deemphasized in contemporary days since it is associated with better financial (e.g., sales growth) and nonfinancial (e.g., new customer acquirement) outcomes. Additionally, performance consequences of planning are dependent on firm external and internal conditions. While the positive planning-performance relationship is associated with higher levels of market sensing, it is negatively associated with higher levels of fault tolerance. The findings have well-timed theoretical and practical implications for the business and strategy literature. Managers considering the necessity of planning strategies should recognize its relevance and take into account contingencies examined in this research.

Mushroom production in Korea is concentrated on five major mushroom types. To create a new source of income for farmers, it is necessary to establish new mushroom production and marketing systems. This study was conducted to evaluate the marketability of and establish a marketing strategy for Pleurotus nebrodensis variety 'Uram'. The evaluation of distributors showed that it was necessary to cultivate mushrooms of uniform shape and size, to compensate for their low storability, and to sell them in small packages. The consumer evaluation showed that the texture of P. nebrodensis had the highest level of satisfaction for quality, but the levels of satisfaction for size and shape were low. In the consumer evaluation, as in the distributor evaluation, improvements in cultivation were found to be necessary, as the storage time is short due to a high moisture content. An evaluation of the market gave the following results regarding the marketing strategy. It was found to be necessary to consider the production of mushrooms of a uniform shape and size and sell them in small packages in the range of 150 to 300 g. The price of the mushrooms should be set using a high-end strategy for high-end sales. The mushrooms should be introduced to local food and eco-friendly stores in the early stages of production. Subsequently, if farmhouse production increases, shipments should be made to wholesale markets through a regular contract. Finally, considering that P. nebrodensis is an unfamiliar mushroom to consumers, it is necessary to promote it by increasing the accessibility of consumers through tasting events and experience groups.

Theming has become a powerful strategy in hospitality industry to enhance customer engagement and to serve as a competitive advantage in a saturated market. Based on the resource-based theory (RBT) of sustained competitive advantage (SCA), this qualitative study is an exploratory attempt to investigate 10 hotels in Mainland China and Taiwan that have adopted the theming strategy. Introduction As hospitality industry is facing the increasingly intense competition and saturated markets, theming is continuously gaining importance of hotels strategy to survival and growth. In addition, strategy planning determines the future of firms and discover the method to achieve success (Yong & Oh, 2004). Holjevac (2003) predicted that at the beginning of the 21st century, hotels with themed strategy which characterized by a synthesis of esthetics, quality and functionality would become the future trend. Theming has created the differentiation in hospitality market, using the creation of experience-centric service. Pine & Gilmore (1999) once pointed out that the shaping of experience stems from simple and powerful thematic transmission. Moreover, experience marketing can bring preference to the product and service of the enterprise, which in turn leads to a positive value experience (Milman, 2013). The results of theming strategy will positively influence the satisfaction and return rate (Wu, M. Li, & T. Li, 2018). Theming strategy with the advantage of pursuing innovation and uniqueness was extensively used to firms in the competitive hospitality market, like hotels in Las Vegas and Macao. However, some scholars concerned about the sustainability for the strategy due to the high-capitalized cost and the customers sensitive taste (Wassler, Li, & Hung, 2015). Although hotels with themed strategy has flourished in Chinese market more than decade, market research has lagged behind to support the industry’s growth. Researchers still adopted a rather normative paradigm by either identifying the superficial issue focused on experiential market concept or pointing out problems without providing more sustainability related solutions (Zou & Peng, 2008; Xiao, Zhang, & Huang, 2013). Barney (2007) indicated that internal resources could lead to the competitive. Therefore, this study aims at understanding the factors that lead theming strategy to be sustainable in hotels, based on the resource-based theory of sustained competitive advantage. The article has the following structure. The first section establishes a theoretical foundation through a review of strategy literature on theming. The second section proposes a conceptualization of theming strategy’s sustained competitive advantage (SCA) consisting of firms intrinsic resources based on resource-based theory (RBT), also, describe the assessment of key sustainable factors of theming strategy through interview the superior manager of 10 hotels in Mainland China and Taiwan that have adopted the theming strategy. The final section discusses the study’s findings, implication, and suggests directions for future research. As this research is one of the first studies in the hospitality field that identifies the resources and capabilities of the hotels’ theming strategy from the inside viewpoint, the contribution of this study will, and can conceptualize and discover the key factors to sustain the competitive advantage of themed hotel managing strategy Literature review Theming strategy for hotels Theming is a complete and ubiquitous way of impressing consumers and improving brand awareness (Olson, 2004). From theme parks, casinos, department stores, aviation, restaurants to hotels, thematic construction has the dominant influence on most customer engagement (Muñoz, Wood, & Solomon, 2006). Hotel theming strategy, based on the theme of cultural material (history, city story, etc.) either from surrounding area or develop within hotel, display the core value of theme from physical resources, as buildings and facilities, to invisible resources, as atmosphere and service, which would, in the end, create a valuable and unforgettable customer stay experience(Zins, 1998). Xiao, Zhang, & Huang (2013) noted that the distinctive consumer experience at the theme hotel can impress customers, and, ultimately enhances brand recognition, customer engagement and repurchase intention. On the other hand, Wassler, Li, and Hung (2015) has indicated the pros and cons for the China themed hotels, which are the uniqueness to create competitive advantages that are difficult to imitate. On the contrary, the gaining of customers’ sense of demand can lead to the difficulties to fulfill customers’ taste and the ingrained capital with the narrow development is hard to recapitalize once invested. Importance of sustainability for theming strategy. Due to the strong specific image of the themed hotels, some cases developed as a passing fad in the hospitality field. Although prior study has indicated the importance of theme selection for themed hotels (Xiao et al., 2013), seldom literature focus on the overall implementation and application within hotels’ ins and outs, also the SCA issue of hotels management. Xiao & O'Neill (2010) pointed out that the analysis of internal resource is enable manger to realize and build sources of competitive advantage, which is emanated from the resource-based view of strategy. In Resource Based Theory (RBT), scholars thought that resources and capabilities from firms could bring lasting competitive advantage to the organization, and companies that have SCA (Wernerfelt, 1984). Organization have SCAs can reach outstanding performance by constantly creating and delivering the core value through price, trust, aesthetics and functionality to its target markets (Barney, 1991). Thus, in order to observe the SCAs for themed hotels management, this research will employ on internal resource view based on RBT to explore the SCAs from the internal aspect of themed hotels. Methodology We illustrate the key factors and analyze the importance of internal resources for the SCA of hotels’ theming strategy by means of a qualitative study in which 10 hotels applied theming strategy in Mainland China and Taiwan were surveyed using semistructured interviews. For the research question, a qualitative approach offers the advantage to allow an adequate, in depth analysis of the complex relations between internal recourses and SCA of theming strategy. These 10 hotels adapted theming strategy are chosen by non-probability snowball sampling method, below Fig.1 is the hotels list for 10 interviews in Taiwan and Mainland China. In addition, because China with a vast territory is limited to cover all area, the research focuses on Zhejiang province and Shanghai city, which have well-developed economy and rich tourist resources. All interviewees of the hotels will be the superior manager who decides the core value and leads the hotel’s future. The interview will be three part to proceed. First, in warm-up period, interviewer will frame an informal and trust environment, first step is to confirm interviewees’ background. The second part will be identify period; there will be a questionnaire, which adopted Chuang (2000), whose survey to prioritize the 5 dimension of internal resources that essential to hotel theming strategy management. Finally, we will confirm the competency, competitive advantage, and the strategy to achieve the sustainability for hotels theming strategy. We present conclusions for research and practice, as well as deriving practical recommendations for hotels’ theming strategy in Chinese market based on our findings. Preliminary findings The preliminary findings of the research will base on the key themes that emerge from in-depth interview to understand perceptions of hotel managers regarding theming. The result will be presented and discussed in three period. First, based on the questionnaire result from the interviewees, we will recognize that what the priority degree about the five dimension of internal resources is regarding perception of theming in hotel strategy. Second, 10 interviews will transcribe from voice recordings to pages of text, then the text will go through the coding technique, in which the raw and efforts data will be identified as the themes and subthemes. All the analyzed process will be carried by expert triangulation. Finally, through the experts examining on the links of themes and quotations, we will create a view of framework that would explore the relationships between theming strategy and SCA, the result will find the formula for hotels adapted theming strategy to possess competitive advantage of being sustainable. Although space limitations of the conference preclude the detailed explanation of this research work, the authors believe this study will broaden the theoretical domains used in understanding internal resources and competency of hotels’ theming strategy and practical information can be observed from the findings.

Building on insights from institutional theory and dynamic capabilities, this study investigates the relationships of cross-functional capabilities with export marketing strategy implementation and, ultimately, its influence on export performance. This study utilizes multiple-informant and time-lagged primary data from 218 exporting firms in Nigeria to contribute to an understanding of how export marketing capabilities can be implemented to drive export performance. The results suggest contrasting moderating effects of psychic distance and competitive intensity on the cross-functional capabilities to export marketing strategy implementation relationship. This research contributes to the international business and marketing literature by advancing the knowledge on marketing capabilities and strategy implementation, and highlights managerial implications for international business.

베트남은 풍부한 노동력을 바탕으로 빠르게 경제가 성장하고 있다. 국내 물류기업은 해외시장 진출을 위해 노력하고 있다. 해외 물류기업도 베트남 시장에 진출하면서 물류 네트워크를 확대해 나가고 있다. 이러한 상황에서 국내 물류기업들도 기회를 포착하여 베트남 시 장에 진출할 필요성을 실감하고 있다. 본 논문에서는 모방전략을 이용하여 국내 중견중소 물류기업의 베트남 물류시장 진출 전략 수립에 목 적을 두고 있다.

Globally, there is an increase in demand for organic products which has boosted the organic food industry. There has been a continuous incease in th organic agricultural land due to the aforementioned reaseons which has been in fluencing the use of chemical-free pesticides, fertilizers, and other agricultural inputs for cultivation. Also, the increasing per-capita expenditure income and high purchasing power of consumers in developing countries such as India, Brazil, South Africa, Korea, Japan, and China have forced the manufactures to offer a wide range of organic products to sustain competition. Agricultural biologicals are a group of products which are derived from natural sources such as microorganisms, plant extracts. or other biological matter, which can be used as a substitute for agriculture chemical products. Farmers can depend on these agricultural biologicals along with the biotechnology and variety of agronomic practices, in order to grow healthy and nutritious crops.

In this paper, we study the bargaining strategy of a distributor who sells vertically differentiated, i.e. high and low brand products. We derive and analyze the equilibrium solutions for both simultaneous and sequential bargaining games among the distributor, the high brand product manufacturer and the low brand product manufacturer. The result shows that the optimal bargaining strategy for the distributor heavily depends on the relative quality and price level of the low brand product comparing to those of the high brand product. It is also shown that, for more bargaining profit, the distributor has strong motivation to prefer a low brand product which has lower quality level per unit price.

This study seeks to understand how the interplay between Market Orientation, Firm strategy and Performance is developed over time. In order to study the interplay, I build a model on industry and company evolution by adopting a Variation, Selection and Retention (VSR) analysis of a telecom company and industry 1980-2010 in Finland market. The evolution of telecom industry and a case company is manifested in innovations and strategy in a company and respectively in the basis of competition in the market. In addition, what capabilities and resources a company can use successfully when innovating and developing products and services, and how those capabilities and resources change over time are of interest. A longitudinal (1980-2010) abductive case study of a telecom company’s offerings and strategy was made. Company’s spearhead innovations, managerial cognition and strategy were studied in a longitudinal setting. The theoretical contributions of the study are to discover Market Orientation payoff is context and industry life-cycle specific. Secondly, Market Orientation has potential adverse effects on Firm Performance, and what is the most important, Market Orientation as a sole source of innovation activity has a permanent influence on company’s comparative advantage in the market.

국내 방송콘텐츠 해외수출은 2005년 이후 성장률 급감, 수출대상국과 장르의 편중문제를 안고 있는 상황이다. 이에 본 연구는 국내 방송콘텐츠 수출지역 확대를 위하여 멕시코 방송시장을 대상으로 SWOT 분석과 심층인터뷰에 기초하여 국내 방송콘텐츠 진출방안을 모색했다. 연구결과 멕시코는 1.14억 명의 인구와 높은 TV보급률을 기록하고 있으며, 한국 방송콘텐츠가 멕시코 방송시장에 유통되어 인기를 끌었던 경험도 있다는 점에서 신규시장 개척의 기회가 존재하는 것으로 파악되었다. 그러나 상업 지상파방송사가 주도하는 시장구조 속에서 한국 방송콘텐츠가 이들 매체를 통해 노출되기에는 한계가 있는 상황이다. 이에 따른 멕시코 방송시장 진출방안은 시청률이 검증된 양질의 드라마 판매와 더불어 재제작, 포맷수출, 수출장르 확대 등의 전략을 구사하는 것이 요구된다. 또한 주영 지상파방송, 유료방송, 상업지상파방송 순으로 단계적 유통을 시도하면서 국내 방송사, 정부, 기업의 공조 하에 한류이벤트를 개최하는 등의 노력이 지속될 필요가 있다.

중국의 2012년도 가정용 음식물처리기 수입 시장 규모는 1억호 이상의 가정 중 1%에도 못 미치는 보급률에도 불구하고 약 2400만 달러로, 현재까지는 가정용음식물 쓰레기에 대해서는 특별한 규제가 없으며 정부의 수거 및 재활용 계획이 일부 시범지역에 국한되어 있었으나 점차 확대될 전망으로 향후 큰 시장잠재력을 가지고 있음. 선호 가격대와 타겟에 대한 분석 이후, 분리수거가 활성화된 지역 중심으로 중국 하수관거의 특징 등을 고려한 기술을 채택한 제품을 개발하여 진출하는 것이 바람직함

본 연구는 중국이 우리나라 기업들의 최대 투자대상국으로 부상하면서 중국으로의 해외직접투자에 대한 연구가 보다 활성화되어야 한다는 당위성 아래 기존의 투자업체 및 중국 관련조사자들에게 일반적으로 인식되고 있는 `수출위주일수록, 소유권의 지배를 강화할수록 경영성과가 양호하다`는 주장의 논리적 근거를 제시하고, 이를 실증적으로 분석해 보고자 하였다. 본 연구는 대중국 직접투자 성과 결정요인으로서 시장전략(수출위주 혹은 내수위주)과 소유권전략이 제시되는 이유를 중국이라는 지역이 가지는 환경불확실성 때문으로 인식하고, 이러한 불확실한 외부환경을 관리할 수 있는 효과적인 수단으로 수출위주의 시장전략과 지배적인 소유권을 선택함으로써 경영성과를 제고시킬수 있는 것으로 파악하였다. 연구결과 우리나라 기업들의 대중국 직접투자에서 환경불확실성은 수출위주의 시장전략에 긍정적인 영향을 미치는 것으로 나타났으나, 환경불확실성이 지분비율에 미치는 효과는 미미한 것으로 드러났다. 또한 환경불확실성-경영성과의 관계에서 수출비율은 환경불확실 성에 영향을 받으면서 경영성과에도 독자적으로 영향을 미치는 중개변수(intervening variable)의 효과를, 그리고 지분비율은 경영성과와는 직접적인 관계없이 환경불확실성이 경영성과에 미치는 부정적인 영향을 완화시켜 주는 중재변수(moderated variable)의 역할을 하고 있는 것으로 나타났다.

This study aims to find empirical evidence of causal relationship between strategy type, market orientation, strategic management accounting (SMA) strategic costing technique, and financial sector performance of private universities in Indonesia. The research object in this study are private universities in Yogyakarta, Indonesia. Yogyakarta is chosen because universities there are one of the barometers of higher education in Indonesia, and the city has quite a number of universities. The respondents in this study are the leader (manager) of private universities in Yogyakarta, Indonesia. The data analysis is done using SEM-PLS with WarpPLS 3.0 software. The results of this study show that market orientation has significant influence on the development and implementation of SMA strategic costing technique, while strategy type does not have significant influence on the development and implementation of SMA strategic costing technique. This study also finds that the implementation of SMA strategic costing technique significantly influences the financial sector performance of private universities in Yogyakarta, Indonesia. This study provides theoretical implication regarding SMA development in universities that consider that contingency factors (market orientation) can encourage increased organizational performance. It indicates support for contingency theory that states there are no general principles that apply to all situations.

동남아시아는 섬과 강이 많은 지리적 특성과 경제 규모의 급격한 성장으로 새로운 국가시설물이 꾸준히 계획·건설되고 있으나, 국가시설물 안전진단 및 유지관리에 대한 경험과 인식이 부족하여 국가시설물(교량, 댐 등)의 붕괴사고가 지속적으로 발생하고 있다. 이에 따라 국민들의 시설물 안전성에 대한 신뢰도가 저하되고, 사회·경제적 손실 문제에 지속적으로 노출되고 있는 실정이다. 해결방안으로 동남아시아 각국은 주요 국가시설물(도로, 교량, 댐, 항만 등)에 대한 시설물 안전관리체계의 도입을 추구하여 시설물 안전진단 및 유지관리에 필요한 예산 확보의 근거를 마련하고 있으며, 유지관리사업의 일정을 제시하는 시설물 유지 관리 정책개발을 추진해오고 있다. 또한, 시설물 유지관리 정책을 몇 해 전부터 개발하여 시행하고 있는 국가들은 개별로 관리되고 있는 국가시설물의 유지관리에 대한 업무효율성을 증대시키고 기존시설물의 수명연장 및 붕괴사고 감소를 위한 효율적인 시설물 유지관리체계 도입을 추진하고 있다. 본 논문을 통해 동남아시아 각국의 시설물 안전관리 정책개발 및 시설물 유지관리 기술의 현 주소를 소개하고 향후, 이들 시장에 대한 진출방안을 제시하고자 한다.

As China has gradually enhanced the levels of economic development and national income or consumption in recent years, to increase the consumption of baby products, markets for high-quality baby products are spotlighted so that the baby product market in China has been growing rapidly and the prospect is bright as well. The government changed the one-child policy into the two-child policy to increase the birth rate from 2015. This policy change can result in the enlargement of the baby goods market. In this regard, this study suggests the following strategies for promoting infant products to China and concrete ways of entering the market. The strategies to enter the Chinese markets are as follows. First, in order to successfully enter China, it is important to understand the situation and characteristics of the Chinese market with Chinese market research and accurate understanding about the recent economic environment in China. Second, enabling online and offline integration and SNS on brand advertisement are necessary. Third, reinforcement of the Wang Hong marketing. Fourth, reinforcement of customer service. Fifth, products promotion through TV advertisement. Sixth, usage of the relationship properly. Seventh, securing the overseas certification system. This study may provide the good implications not only to Korean baby product companies which want to enter the Chinese market but also to the peoples who want to establish the entry strategy into China.

Purpose - The purpose of this study is to classify that the quality factors for comparing the Visegrard Group with the Nordic Council have historical similarities against Germany and the Soviet Union. However, this is because in the integrated European market, the competitiveness possessed by the two groups of countries is invested in the priority order to grow. Research design, data, and methodology – The study was conducted on the research design, and the reason for trying to compare the competence of the automobile industry in the assessment of industrial capability is that the Visegrard Group focuses on automotive production and the Nordic Association focuses on the commercialization of the automobile(market). In this study, searching and quantifying indirect evidence was made through standards are more complementary in Europe since each country acts like the role of the European automotive industry for example, which is different from the realistic evaluation criteria, are more important than those of the United States(first in the world) or Germany(first in Europe). Results - The results of this study are as follows: In the global EV market U.S.(export: $ 2.62 billion /share: 36.7%), Germany($ 1.29 billion /18.1%), France($ 390 million /5.4%), United Kingdom($ 380 million /5.4%), and South Korea($ 320 million/ 4.4%). South Korea's share of the EV market is 4.4%, while TSI reaches at +0.9 which measures the comparative advantage of a specific commodity in the world trade market. There is great potential for evaluated as products processing in export competition. But, commercialization, standardization, and overall market expansion did not have a positive impact on global satisfaction. Conclusions - EVs put importance on various utilities. So this suggests that Korea's exports to the EU, including the Visegrard Group, should be more focused on marketability when illuminating with a sharing industrial system under the European Union. It is necessary to specialize in manufacturing and commercialization by country(region) to prepare sharing economy and blockchain in order to create a smart-sharing city linked on artificial intelligence, as the commercialization of electric vehicles, which will have a larger growth rate than that of manufacturing in the fourth revolutionary era.