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- 저자 : ( Seongsoo Jang ) (검색결과 81 건)
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Seongsoo Jang,Max von Zedtwitz 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Despite a growing interest of value capture in the phenomenon of open innovation (OI), empirical evidence documenting the link between new product development (NPD), OI practices, and market performance is scarce. Drawing on organizational learning, NPD, and OI literature stream, this paper conceptualizes a framework in which open product innovation (OPI) practices are disentangled into two types: pre-launch OPI (which occurs before a new product is launched) and post-launch OPI (which occurs after a new product is launched). Specific types of OPI practices – technology in-licensing (i.e., pre-launch OPI) and product upgrades (i.e., post-launch OPI) – during the NPD process are expected to influence market performance of new products independently and interactively. This paper empirically analyzes the secondary data related to product innovation and market performance of 536 mobile games that were developed and launched by 265 local and global firms in South Korea. The results support hypotheses and indicate that NPD projects that engage in technology in-licensing by both local and global firms lead to better market performance than NPD projects that do not engage in. Furthermore, the more product upgrades that NPD projects employ during product life cycle, the better market performance. Finally, the involvement of active product upgrades strengthens market performance of global NPD projects that develop new products internally. The results regarding the role of pre-launch and post-launch OPI mechanisms contribute to research on OI and NPD, and also inform managers as to what product innovation practices are recommended to improve market performance of NPD projects.
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Thermopiezoelectric Cantilever for Probe-Based Data Storage System
Seongsoo Jang,Won-Hyeog Jin,Young-Sik Kim,Il-Joo Cho,DaeSung Lee,Hyo-Jin Nam,Jong. U. Bu 대한전자공학회 2006 Journal of semiconductor technology and science Vol.6 No.4
Thermopiezoelectric method, using poly silicon heater and a piezoelectric sensor, was proposed for writing and reading in a probe based data storage system. Resistively heated tip writes data bits while scanning over a polymer media and piezoelectric sensor reads data bits from the selfgenerated charges induced by the deflection of the cantilever. 34 x 34 array of thermopiezoelectric nitride cantilevers were fabricated by a single step wafer level transfer method. We analyzed the noise level of the charge amplifier and measured the noise signal. With the sensor and the charge amplifier 20mn of deflection could be detected at a frequency of 10㎑. Reading signal was obtained from the cantilever array and the sensitivity was calculated.
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Seongsoo Jang,Mehdi Farajallah 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Due to the explosive growth of peer-to-peer transportation sharing services offered by micro-entrepreneurial travelers, investigating how their quality cues affect demand is of paramount importance. The goal of this study was to identify what types of intrinsic and extrinsic quality cues affect the demand of peer-to-peer transportation sharing services. Based on the rich data set of 414,292 transactions from a leading peer-to-peer ridesharing platform, it was identified that intrinsic quality cues – car status and driver status – and extrinsic quality cues – price and offering duration – significantly affect the peer-to-peer transportation demand independently and interactively. Although the lower price and longer offering duration of a transportation sharing service positively affect its demand, the higher price or shorter offering duration can increase its sales when combined with better intrinsic cues. Implications for vulnerable segments such as female and minority drivers are provided
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Seongsoo Jang,Jaihak Chung,,Vithala R. Rao 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This paper presents a way of classifying qualitative online consumer reviews (OCRs) in terms of functional and emotional dimensions and measures the direct and indirect impact of both volume and valence of OCRs on product sales. Utilizing four million online postings across 342 mobile games for thirty months, the authors use text analysis and word classification and identify 74 representative words to describe the various levels of functional OCRs consisting of product quality, product innovativeness, price acceptability, and product simplicity, and emotional OCRs including anger, fear, shame, love, contentment, and happiness. They combine the resulting OCR volumes with weekly sales, resulting in 1,835 observations for analysis with hierarchical Bayesian methods. Results suggest that the volume and valence of aggregated functional OCRs and the valence of aggregated emotional OCRs have the positive effects on sales. The volume and valence of functional OCR subcategories have mixed effects on sales and the link is moderated by the share of emotional OCR subcategories. Further, a sales forecasting model which includes 13 variables of OCR subcategories shows the best predictive validity.
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PRICING STRATEGY FOR BASE AND MULTIPLE ADD-ON PRODUCTS: AN EMPIRICAL INVESTIGATION OF MOBILE GAMES
Seongsoo Jang,Jaihak Chung 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
This paper investigates how pricing actions of base and multiple add-on products sequentially offered in the marketplace affect their sales with a consideration of the interactive price relationships between base and add-on products and among multiple add-on products, as well as a moderating role of product characteristics.
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Seongsoo Jang,Jaihak Chung 한국마케팅관리학회 2019 한국마케팅관리학회 학술대회 Vol.2019 No.10
Prior pricing literature has focused on pricing multiple products offered simultaneously, with less attention to pricing add-on products whose prices are non-observable and offered sequentially in the electronic marketplace. This research examines how inter-price relationships among base and add-on products affect the sales of a new add-on product in the mobile gaming context. Based on theories of price fairness, product familiarity and price-quality relationship, a research model was drawn and tested on a sample of 6,766 weekly observations derived from 74 base games and 514 add-on virtual goods. Our empirical results show that the relative price of a new add-on product, when compared to the base game price, is negatively related to the add-on product sales, but positively related to its sales, when compared to prices of existing add-on products. Furthermore, the inter-price relationships among base and add-on gaming products are moderated by visual richness and game genre. This study provides the implications for IS research and practice.
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( Seongsoo Jang ),( Jaihak Chung ) 한국소비자학회 2013 한국소비자학회 학술대회 Vol.2013 No.5
Pricing is one of the most popular research agenda in economics and marketing literature. However, add-on pricing, which is imposed on add-on product after a base product is purchased, has been studied by few researchers either conceptually or theoretically. Base and add-on products may exist between bundling and unbundling, and have several characteristics. First, base product has a capability to provide optional add-on products. Second, add-on products cannot be purchased independently. Third, in case of goods, base and add-on prices are revealed (e.g., automobile and computer), but in case of service, base price is revealed, but add-on prices are mostly hidden (e.g., hotel internet fee, online game virtual items). Forth, their pricing types can be defined as individual pricing for base and add-on products (unbundled pricing), individual pricing for add-on products (add-on pricing), and aggregate pricing for base and add-on products (bundled pricing). Then, why is add-on pricing needed for firms and customers? From firms’ perspective, firms can cross-sell various products, and product quality can be upgraded. In addition, adoption of add-on pricing can soften competition and increase profits. Finally firms can sell many add-on products without advertising them costly. From customers’ perspective, customers can enjoy a simple product and pricing system because add-on products and prices are hidden. Unsophisticated customers are not good at making price comparisons across firms and easy to buy add-ons at the point of sale. Finally, customers can decide whether to purchase add-on products at their discretion. Therefore, both firms and customers are satisfied with add-on pricing mechanism. Customers purchase and use base and add-on products while considering market age, launch timing and product heterogeneity as well as pricing levels of base product and add-on products. Hence, it is worthwhile to conduct a comprehensive research on how base and addon pricing activities influence sales performance and under what context those activities work better. This study explores the effects of base and add-on pricing activities on sales performance of individual-level base and add-on products and aggregate-level add-on products, and further investigates how product characteristics and launch timing directly influence sales performance and indirectly mediate the relationship between pricing activities and sales performance. A hierarchical log regression model is used with transaction dataset of 105 base products and 721 add-on products. Specifically, 1,698 weekly transaction data is used for the analysis of sales performance of individual base product and aggregate add-on product (Models A and C respectively), and 10,937 weekly transaction data is used for the analysis of sales performance of individual add-on product (Model B). Results of Model A (individual base product sales) show that first, pricing activities (e.g., base price, number of add-on products, average add-on price, variance of add-on prices, ratio between base price and add-on price) have little relationship with base product sales; second, earlier market age is positively related to base product sales, implying that first mover advantage certainly exists in a less competitive environment; third, coupon issued for base product is positively related to base product sales; and finally, even though product characteristics and launch timing have no relationship with base product sales, they have mediating effects on the relationship between market age and sales performance. Results of Model B (individual add-on product sales) indicate that first, base price has little relationship with add-on product sales; second, add-on price is negatively related to add-on product sales; third, both instantaneous and accumulated sales volume of base product is strongly and positively related to add-on product sales; forth, as same with Model A, earlier market age is positively related to add-on product sales; fifth, bigger software size, better product quality, and role-playing genre, more complicated product structure, are positively related to add-on product sales; sixth, interestingly add-on product launched in later timing sells well, meaning that those add-on products launched later tend to be more addictive and hedonic; and finally product characteristics such as software size and genre have various mediating effects on the relationship between pricing activities and add-on sales performance. Results of Model C (aggregate add-on product sales) are similar with those of Model A showing that first, pricing activities have little relationship with aggregate-level add-on product sales which is bound with one base product; second, earlier market age is positively related to the aggregate sales; third, more coupons issued have a positive impact on the aggregate sales; forth, contrary to results of Model B, sports genre is strongly, positively related to aggregate add-on product sales, and role playing genre is less significantly, positively related to it according to Bayesian p-value; and finally, it seems interesting that role playing genre has negative mediating effect on the relationship between average add-on price and the aggregate sales.
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