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정보통신 서비스의 실패 요인 : 한국의 텔레콤 서비스시장에서의 실패사례연구
안재현,권재원,김명수,이동주,이상윤,한상필 한국경영과학회 2002 한국경영과학회지 Vol.27 No.3
In this paper, 15 South Korean telecommunications service failure cases were analyzed. Through the in-depth case study, 8 factors were found to be the major causes contributing to the telecommunications service failure. They were (1) ineffective marketing, (2) poor demand forecasting due to misjudgment of customer preference, (3) failure to satisfy technical specifications, (4) loss of cost advantage due to the price cut of competing service or new entry with power price, (5) loss of utility advantage due to the increased utility of competing service or new entry with higher utility (6) decrease of market attractiveness due to change of customer preference, (7) impact of government policy, and (8) insufficient or low quality of contents. Additional analysis was done to derive managerial implications to the new telecommunications service development strategy. The findings from the paper will provide valuable insight to the successful implementation of new service development and service provisioning processes.