승용차유통경로에서 딜러의 협력, 갈등, 성과 간의 관계에 관한 연구

桂道原 한국유통학회 1996 流通硏究 Vol.1 No.1

프랜차이즈經路에서 協同에 관한 硏究

桂道原 동국대학교 경영관리연구소 1994 經營經濟論叢 Vol.18 No.-

Although Cooperation in marketing channels is major construct to channel managers, it has received little attention in the literature. The objective of this study is to examine the role cooperation in a franchise channel. The hypothesized relationships between cooperation and behavioral costructs were stated as: H1 : Higher levels of dependence will lead to higher levels of cooperation. H2 : Higher levels of coercive power will lead to lower levels of cooperation and higher levels of noncoercive power will lead to higher levels of cooperation. H3 : Higher levels of conflict will lead to lower levels of cooperation. H4 : Higher levels of cooperation will lead to higher levels of satisfaction. Data were collected from personal computer retailers. A simple random sample of 250 dealers was gathered from the Yellow Pages of Inchon and Seoul telephon directories. The hypothesized relationships between dependence(H1) and satisfaction(H4) and cooperation were supported. The proposed relationships between coercive power(H2) and operational and service conflict(H3) and cooperation were not statistically significant. Since this research design was tested using only pc dealers in Inchon and Seoul city, it has a limitation in the generalizability. Future research directions focus on the limitations of this study. In this study data was gathered from the retail side of the franchise channel dyad personal computers. In future research, respondents from both sides of channel dyad should be investigated when behavioral demensions are explored.

유통경로구성원의 성과측정방법에 관한 연구

계도원 동국대학교 경영관리연구소 1995 經營經濟論叢 Vol.19 No.-

As a result of the interdependent nature of channel system, individual channel members are concerned about the performance of other channel members. In structuring and managing marketing channels, it is imperative that some means be established for assessing the performance of the channel counterparts with which a firm is linked. Even though such a statement might be viewed as a truism, there is very limited amount of scholarly research which has focused on performance measurement. Return on investment and assets, profit, sales, market share, contribution margin, residual income, service level, asset turnover, price level have all been offered separately or in ad hoc combination. Performance is a construct with rich theoretical connections to other channel constructs such as cooperation, power and conflict, and control but marketing channels research has not studied these connections empirically. The purpose of this study is to suggest a framework for defining the channel member performance construct. My research results indicate that perceived performance is positively and significantly correlated with ROI(r=.2244, p<.05), profit(r=.4388, p<.01), sales(r=.3859, p<.01), satisfaction(r=.6595), that ROI also is correlated with profit(r=.4249), sales(r=.1865), satisfaction (r=.2682), that profit is correlated with sales(r=.8248, p<.01) and satisfaction(r=.4200), and that sales is correlated with satisfaction(r=.3799) This research results indicate that channel member performance is too complex and rich to be accurately reflected in a single item. The results of this research must be considered tentative untill the channel member performance concept is tested further across several different settings.

유통경로에서 내부경제가 성과에 미치는 영향

계도원 동국대학교 경제경영연구원 1997 經濟經營硏究 Vol.21 No.1

인터넷 쇼핑몰에서의 소비자 구매결정속성에 대한 실증적 연구

계도원,김규완 동국대학교 경제경영연구원 1998 經濟經營硏究 Vol.22 No.1

To set up the strategy of marketing, the characters of important concerns that customers are willing to purchase some product or commodities must be analyzed and recognized in advance. Therefore, the purpose of this study is to analyze and figure out the factors of important concerns for customers to purchase some product(general product, specified planned product) in the shopping mall through Internet shopping mall directly bargained between company and customers among the electronic market. Based on the previous studies, the selection of the variables of purchasing decision attribute in the Internet shopping mall is largely divided with four categories of concerned variables. In this study the variables of purchasing decision attribute are followed. 1) The physical value of product 2) The theoretical value of product 3) The capabilities of purchasing execution in the shopping mall 4) The exchange method of product and its payment The results of this study show that customers to use the shopping mall consider in general about importantly all of four categories described above. However, this study determines that the companies to manage the shopping mall coldn't serve satisfactorily customers for 1) and 3) variables. One of the most important attribute for the case of general product in shown by only the exchange method of product and its payment. In contrast, the most important attribute of the case fo specified planned product are demonstrated by the theoretical value of product, the exchange method of product and its payment. But for the specified planned product, customers didn't receive yet satisfactorily their service for the exchange method of product and its payment. Therefore, to set up the strategy of marketing in the Internet shopping mall, the versatile methods of exchange product and its payment must be developed and also the better information of importantly concerned attribute for various product(general product, specified planned product) are provided in time. For the other variables of customer's concerns, the company should make lots of efforts support customers with satisfied service.

문화가 체화된 자동차의 개발전략

계도원 대진대학교 국제통상연구소 2000 國際通商論叢 Vol.2 No.1

流通經路 依存性에 관한 硏究

桂道原 동국대학교 경영관리연구소 1993 經營經濟論叢 Vol.17 No.-

The purpose of this article is to expand understanding of findings and measures in previous research on the dealer dependence in distribution channel relationships. Analytical frameworks and empirical investigations focusing on the environmental determinants of channel structures and processes are beginning to appear in the marketing literature. Achrol, Reve, and Stern propsed the political economy frameworks to analyze the marketing channel. The political economy frame work outlined here should be viewed as the first step in the direction of identifting and dimentionalizing the major variables influencing and ordering channel structure and behavior. It is composed of two major system : (1) the internal political economy, i. e., the internal structuring and functioning of the distribution channel, and (2) the external political economy, i. e., the channels task environment. Both systems are divided into two component parts : an economy and a polity, also the internal polity is devided into the internal political structure and processes. The internal political structure is defined by the pattern of power-dependence relations which exists among channel members. The dependence of channel member A upon channel member B is (1) directly proportional to A' motivational investment in goals mediated by B, (2) inversely proportional to availiability of those goals to A outside the A-B relation. The most consistent finding from previous researches is that a dealer dependence in a channel relationship is related positively to the source firm's level of control. The dependence of channel member A upon channel member B can be mesured by three approaches : sales and profit approach, role perfomance approach, and specific assets-offsetting investments approach. I think of the role perfomance approch as appropriate in Korea. Because this study was perfomed in only theoretical perspectives, emirical research is heeded in future channels research.

문화체화 자동차의 개발전략

계도원,홍순직 동국대학교 경제경영연구원 1996 經濟經營硏究 Vol.20 No.1

The new auto industrial competition that focuses so heavily on product development is driven largely by the emergence of intence global competition, sophisticated customers, the creation of fragmented markets, and divers trasforming technological change. The increasing globalization of markets and the criticality of new products to business performance make the relationship between culture and new product development an important area for research and managerial practice, but the research of the link between national culture and new product development has not been empirically. The objective of this research was to examine the possible link between culture and new product development by interviewing many experts of national culture and auto industry. I tried to find links between the factors of culture and new product development. I found that the many factors of culture apear to bear positively and negatively on new product development.

인터넷 쇼핑몰의 e-Catalog 개선전략 및 적용사례

계도원 한국유통학회 2002 한국유통학회 학술대회 발표논문집 Vol.- No.-

자동차딜러의 성과에 영향을 미치는 요인에 관한 연구

계도원 한국생산성학회 1998 生産性論集 Vol.12 No.4

As a result of the interdependent nature of the channel system, individual channel members are concerned about the performance of other channel members. In structuring and managing marketing channels, it is imperative that some means be established for assessing the performance of the channel counterparts with which a firm is linked. Even though such a statement might be viewed as a truism, there is very limited amount of scholarly research which has focused on dealer performance measurement. The purpose of this research was to test hypotheses of the relationship among the cooperation and conflict in supplier-dealer relations, supplier characteristics, dealer characteristics, dealer competitive factors, and dealer performance, and to report the findings of a test the hypotheses in an auto channel. The data used in this research were collected through a mail survey administered to auto dealers. Multiple regression was used to test the hypotheses on the interrelationship between the factors affecting the dealer performance and dealer performance. The dependent variables was the dealer performance and the independent variables were the cooperation and conflict in supplier-dealer relations, supplier characteristics, dealer characteristics, dealer competitive factors. These hypotheses were supported because all of the significant beta coefficients were same as hypothesized. Results of this research indicated that dealer managers should understand and manage the factors that have the greatest effect on the dealer performance.