유통경로 구성원 간 신뢰의 영향요인 - 한국 IT기업과 중국 수출거래선

신건철(Shin Geon Cheol),마요곤(Yao Kun Ma) 한국마케팅과학회 2005 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

  This study investigates what factors affect the trust between distribution-channel members, especially those between Korean IT firms and their Chinese export-transaction partners. This study suggests that the factors affecting trust include reputation, size, expertise, length of the relationship, communication, satisfaction with previous outcome and the experience of conflict episodes.<BR>  Data was collected through a survey of 128 Korean IT firms which have export-transaction relationships with Chinese buyers. Data strongly supports the research hypotheses. As hypothesized, the results of date analysis show that reputation, communication, and satisfaction with previous outcome tend to enhance trust. In addition, we notice that trust seems to decrease as the experience of conflict episodes increases. The hypotheses regarding size, expertise, and length of the relationship are not supported.

공급업체와 소매업체간 장기지향성의 결정요인

신건철(Geon Cheol Shin),임재욱(Jei Uk Leem) 한국경영학회 2002 經營學硏究 Vol.31 No.4

The purpose of this study is to find out the determinants of long-term orientation between Korean suppliers and local retailers of household electric appliances in China. The constructs examined here include trust, dependence, environmental uncertainty(volatility & diversity), transaction specific assets, reputation, and satisfaction. It is hypothesized that trust(credibility and benevolence), satisfaction, and dependence have positive impacts on long-term orientation. At the same time, it is hypothesized that volatility and transaction specific assets have a positive impact on dependence while diversity has a negative impact. In addition, reputation has a positive impact on trust(credibility and benevolence). A total of 148 questionnaires were collected by surveying household electric appliance retailers in Beijing, China. The result of analysis shows strong support for the hypotheses. But, the relationship between diversity and dependence, reputation and credibility, dependence and long-term orientation, credibility and long-term orientation is not supported.

국제사회 ; 다국적기업의 문화제국주의: 한국진출 월마트를 중심으로

신건철 ( Geon Cheol Shin ),김대관 ( Dae Kwan Kim ),박용회 ( Yong Hee Park ) 국제지역학회 2011 국제지역연구 Vol.15 No.3

전 세계에 걸쳐 경영활동을 벌이는 다국적기업은 상당수 시장에서는 제품, 서비스의 선택폭을 넓힌다는 측면에서 소비자들로부터 환영을 받는다. 그러나 일부 시장으로부터는 같은 방식으로 경영을 하는데도 문화제국주의라는 부정적인 의미로 받아들여진다. 대부분 기존의 연구가 이러한 소비자들의 반응에 대하여 관심을 기울이지 않은 가운데 본 연구는 다국적기업의 행태에 따라 어떻게 소비자들이 문화적 제국주의 개념을 형성하는가를 고찰한다. Doing business in multiple countries, multinational corporations (MNCs) are warmly welcomed for additional choices of products and services available to local consumers. But in other markets, they are viewed negatively as a means of cultural imperialism even though MNCs do not change their strategies much. While the literature remains muted about such unpredictable consumer reactions, this study explores how consumers form their cultural imperialism perceptions on incoming MNCs using the consumer attitude theory.

소비자 가치가 브랜드 카리스마, 브랜드 태도 및 구매의도에 미치는 영향에 관한 연구 -매스티지 브랜드를 중심으로-

신건철 ( Geon Cheol Shin ),구영애 ( Yeong Ae Ku ),최성환 ( Sung Hwan Choi ) 한국품질경영학회 2011 품질경영학회지 Vol.39 No.4

Now, the Korean consumer market enters into the stage of the advanced country type`s mature consumption, totally different from the consumption of the past, and among these changes, the quality enhancement and bipo-larity of the consumption show clearly the rising trends together with the popularization of the Masstige Brand due to the big expansion of the quantity. Unlike the old luxury brands, available only to the rich people in the past, the Masstige Brands are tagged with reasonable and affordable prices and provide the consumers with the good quality and convenient sensibilities as good as the old famous brands, which have become new high-class brands for the middle-income class. As the middle-come people get more income and are eager to live a better life, the Masstige Brands rise fast. Therefore, the study is aimed at examining the consumer- related factors affecting the purchase of the Masstige Brands on the basis of the fashion brands. In other words, the factors affecting the formation of the positive purchasing intentions of consumers will be verified by examining the influence of such factors, as the consumer value, brand charisma, attitude and loyalty, the variables affecting the purchasing intentions of the Masstige Brands, which are found out through the proceeding researches. As the result of the verification on the assumption, it is found out that the consumer value has a positive influence on the brand charisma. Also, it is found out that the consumer value has a positive influence on the brand attitude. And, it is discovered that the brand charisma has a positive influence on the brand loyalty. It is shown that the brand attitude has a positive influence on the brand loyalty. Lastly, it is indicated that the brand loyalty has a positive influence on the purchasing intention of consumers.

중국 프랜차이즈 시스템에서의 본부와 가맹점간 신뢰의 영향요인

Shin Geon-Cheol(辛建澈),Yaokun Ma(?耀坤) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.2

  본 연구는 중국 프랜차이즈 시스템에 참여하는 본부와 가맹점 사이의 신뢰에 영향을 미치는 요인에 대해서 규명하고자 하였다. 중국의 외식 프랜차이즈 산업 가맹점을 조사대상으로 한 실증분석 결과, 프랜차이즈 시스텀에서는 신뢰의 형성이 매우 중요하며, 이를 위하여 본부의 가맹점에 대한 지원의 강화, 양자 간의 원활한 커뮤니케이션, 가맹점의 과거결과에 대한 만족의 증진, 양자 간의 갈등 예방 및 해소가 필요하며, 이러한 본부의 가맹점에 대한 지원과 원활한 커뮤니케이션이 가맹점의 과거결과에 대한 만족을 증가시킬 수 있고, 원활한 커뮤니케이션이 양자 간의 갈등을 감소시킬 수 있는 것으로 나타났다.   Since the implementation of economic reforms in 1978, the Chinese economy grows rapidly at an average annul growth rate of 9% over the post two decades. Franchising has been widely recognized as an important source of entrepreneurial activity. Trust is important in that it facilitates relational exchanges by permits partners to transcend short-run inequities or risks to concentrate on long-term profits or gains. In the relationship between the franchisors and franchisees, trust has been described as an important source of competitive advantage. However, little research has been done on the factors affecting trust in Chinese franchisor-franchisee relationships. The purpose of this study is to investigate what factors affect the trust in the franchise system in China, and to provide guidelines and insights to franchisors which enter Chinese market.<BR>  In this study, according to Morgan and Hunt (1994), trust is defined as the extending when one party has confidence in an exchange partner"s reliability and integrity. We offered a conceptual model of the empirical study. The model shows that the factors affecting the trust include franchisor"s supports, communication, satisfaction with previous outcome and conflict. We also suggested the franchisor"s supports and communication like to enhance the franchisee"s satisfaction with previous outcome, and the franchisor"s supports, communication and he franchisee"s satisfaction with previous outcome tend to decrease conflict.<BR>  Before the formal study, a pretest involving exploratory interviews with owners from three franchisees was conducted to make sure the questionnaire was relevant and clear to the respondents. The data were collected using trained interviewers to carry out personal interviews with the aid of an unidentified, muti-page, structured questionnaire. The respondents comprised of owners, managers, and owner managers of franchisee-owned food service franchises located in Beijing, China. Even though a total of 256 potential franchises were initially contacted, the finally usable sample consisted of 125 respondents. As expected, the sampling method was successful in soliciting respondents with waried personal and firm characteristics.<BR>  Self-administrated questionnaires were used for all measures. And established scales were used to measure the latent constructs in this study. The measures tapped the franchisees" perceptions of the relationship with the referent franchisor. Five-point Likert-type scales ranging from "strongly disagree" (=1) to "strongly agree" (=7) were used throughout the constructs (trust, eight items; support, five items; communication, four items; satisfaction, six items; conflict, three items).<BR>  The reliability measurements traditionally employed, such as the Cronbach"s alpha, were used. All the reliabilities were greater than .80. The proposed measurement model was estimated using SPSS 12.0 and AMOS 5.0 analysis package. We conducted A series of exploratory factor analyses and confirmatory factor analyses to assess the convergent validity, discriminant validity, and reliability. The results indicate reasonable overall fits between the model and the observed data. The overall fit of measurement model were χ² = 159.699, p=0.004, d.f. = 116, GFI = .879, NFI = .898, CFI = .969, IFI = .970, TLI = .959, RMR = .058. The results demonstrated that the data reasonably fitted the model. We also examined construct reliability and reliability and average variance extracted (AVE). The construct reliability of each construct was greater than .80 and the AVE of each construct was greater than .50.<BR>  According to the analysis of Structure Equation Modeling (SEM), the results of path model indicated an adequate fit of the model: χ² = 142.126, p = 0.044 , d.f. = 115, GFI = .892, NFI = .909, CFI = .981, IFI = .981, TLI = .974, RMR = .057. As hy

다국적기업의 R&D 이전에 관한 한,중 비교연구

신건철 ( Geon Cheol Shin ),박용희 ( Yong Hee Park ),이흥연 ( Heung Youn Lee ) 국제지역학회 2009 국제지역연구 Vol.13 No.1

Multinational Corporations (MNCs) are increasingly establishing globally-distributed R&D (Research and Development) centers in which sites around the world work collaboratively to develop new manufacturing and product technologies. Following new globalization strategies, these projects more often include sites in Emerging/Newly Industrializing Economies (E/NIEs). The success of these ventures promises to be increasingly important both for the bottom line of MNCs and for the development ambitions of E/NIEs. This study attempts to identify these trends and to compare R&D transfer between Korea and China. The study identifies specific factors on MNC`s R&D transfer and compares those operating factors between the R&D centers in Korea and China, which attract many MNCs in the world. Among those eight dimensions relating to MNCs` operation, there are significant differences in site selection, market characteristics, government support, and R&D networking between Korea and China. The analysis show more positive factors on China than Korea regarding R&D operations. The result will be helpful for both MNC`s managers and governments` decision makers with respect to R&D transfer.

이메이션 코리아의 CD

신건철(Geon Cheol Shin),이장우(Jang Woo Lee) 한국경영학회 2004 Korea Business Review Vol.8 No.1

이메이션(Imation)사는 혁신적인 기술 제품으로 널리 알려진 미국의 3M에서 1996년에 분리, 독립된 회사이다. 이 사례는 이메이션의 주력 제품인 CD-R 전략, 특히 이메이션의 한국 현지법인 이메이션 코리아가 어떠한 전략과 과정으로 치열한 경쟁시장에서 후발주자의 약점을 극복하고 시장우위를 점할 수 있었는가를 보여준다. 이메이션 코리아는 그 동안 여러 혁신적 제품을 시장에 성공적으로 진입시키기 위하여 많은 노력을 기울여 왔으며, CD-R도 여러 혁신적 마케팅전략을 통해 시장 1위의 브랜드로 성공할 수 있었다. LG, SK, 삼성 등 대기업군과 군소 경쟁기업 등 경쟁이 치열한 성숙기 제품인 CD-R 제품 시장에서 매출액과 시장점유율 1위 브랜드로 확고하게 자리잡도록 하기 위하여 이메이션 코리아는 보다 효과적인 성장전략을 구상해 오고 있다. 이 사례는 기술중심의 성숙기 시장의 제품에 대한 시장확장과 지속적 경쟁우위확보 전략을 관계마케팅 측면에서 분석하였다. Imation Corp, spun off from 3M in 1996, is a global technology company that supplies a variety of products and services worldwide, specializing in data storage and information management, color management and imaging solutions. This case study mainly deals with Imation`s strategy for its core product, CD-Recordable media in Korea and shows how Imation Korea Inc. succeeded in taking the leading market position overcoming latecomer`s disadvantage. Imation Korea introduced innovative products successfully to the markets and succeeded in taking the No. 1 market position of CD-R as well with differentiated and innovative marketing strategies. Currently this company is developing growth strategy to position Imation strongly as a leading brand. This will be helpful for readers to understand how technology-oriented and matured products could expand the market coverage from relationship marketing perspective.

러시아 진출 한국기업의 현지 경영전략에 관한 연구: 정치적 환경요인을 중심으로

신건철 ( Geon Cheol Shin ),박명찬 ( Myung Chan Park ) 아시아.유럽미래학회 2008 유라시아연구 Vol.5 No.2

한국이 해외 직접투자 방식의 적극적인 국제경영전략을 실행하고 있다는 사실은 더 이상 놀랍고 신기한 일이 아니다. 한국 기업들이 독자적으로 그리고 독창적으로 보유한 경쟁우위요인을 이용하여 현지에 진출, 다양한 전략적 목표를 세우고 이를 달성하기 위해 경쟁기업들과 치열하게 다투고 있는 현상은 이제는 매우 자연스러운 일이 되었다. 작금에는 대기업 뿐만 아니라 중소기업들까지도 해외 직접투자를 감행하고 있다. 이제 해외 직접투자는 일반적인 국제경영의 현상이 된 것이다. 진출 지역도 다양해져서 미국을 비롯하여 전세계로 확산되고 있으며 지구촌 전체가 하나의 투자대상이요, 판매시장이 되었다. 본 논문은 이러한 추세에 있는 한국 기업들의 국제경영전략 중에서 해외 직접투자에 주목한 것이고 진출 지역은 러시아로 정한 것이라 할 수 있다. 그리고 진출 현지지역의 환경에 연구의 중심을 두었다. 왜냐하면 현지의 환경이 진출 기업의 경영성과에 영향을 미치고 있는 것이 사실이기 때문이다. 일반적으로 기업의 경영활동에 영향을 미치는 환경요인은 일반 환경요인과 산업 환경요인으로 크게 구분할 수 있다. 본 논문은 일반 환경요인으로 연구의 대상을 제한하였는데 그 이유는 기업이 산업환경에 대한 적응과 분석은 철저히 하고 오히려 일반 환경에 대한 분석을 체계적으로 실행하고 있지 않다는 지적이 있기 때문이다. 즉, 산업환경 보다 일반환경이 기업의 경영성과에 더 크게 영향을 미치고 있다는 사실은 반영한것이다. 그리고 이러한 일반 환경요인 중에서 정치적 환경요인을 선택하여 연구 분석의 대상에 포함시켰는데, 그 이유는 일반 환경요인 중에서 현지의 정치적 환경요인이 진출 기업의 현지경영활동에 가장 직접적이고 가시적인 영향력을 행사하기 때문이다. 다시 말해, 본 논문은 러시아 현지에 진출하여 직접 경영활동을 수행하고 있는 한국기업들이 직면하고있는 환경적 요인을 다룬 것이며, 그 환경요인 중에서도 정치적 환경요인으로 연구 범위를 제한한 것이다. 즉, 러시아의 정치적 환경이 한국기업의 현지 전략 구성에 어떠한 영향을 미치고 있는 가를 규명하고, 또한 한국 기업들은 이러한 러시아 현지의 정치적 환경요인에 어떠한 대응책을 마련하여 경영활동을 전개하고 있는 가를 밝히기 위한 것이라 할 수 있다. 선행연구를 통해 문헌분석을 실행하였고 이를 토대로 연구가설을 설립한 후 이를 검증하기 위한 실증분석을 실시하였다. 중국의 정치적 환경이 현지 중국에 진출한 한국 기업들의 경영전략에 미치는 영향을 연구한 이장로의 논문을 토대로 본 논문을 설계하였는데, 러시아의 정치적 환경요인을 법률, 행정, 정부등의 3개 변수군으로 나누었다. 본 연구에서 실행한 통계분석기법은 다중회귀분석이며 사용된 통계프로그램은 SPSS 12.0이다. It is nat strange that Korea has been doing International Management Strategies such as export, licensing and foreign direct investment. etc.. And It is recognised that Korean enterprises have developed their own technologies and management skills and the have some strong competitive advantages including ownership advantages that can compete any rivals. Nowadays, Koran small sized firms start to invest abroad, too. they eagerly try to find out foreign markets no matter where they are located. This study has the focus to this economic conditions and investment trend of Korean firms since 2000s. Russia is selected as study area of this paper because Russia has been famous for one of the economic leader in future 21st century. More over, It has higher leveled advanced technologies and big sized emerging market, and better consumers with increasing purchasing powers, etc.. Generally, Local environment factors are classified by two: General Environment and Industrial Environment. This study focuses to the former. Because foreign forms in Local management might be influenced by the factors of general environment factors rather than industrial environment ones which is called ‘special environment`` as another word, too. Among various environment factors such as political, cultural, economic ones, this study makes a choice the political environment in local Russia for the empirical study. In detail speaking, this study has the following academic purpose which means the trying to analyze what the most significant factors are in Russia, where the Korean investing firms have to overcome and adapt to various difficulties, especially in terms of political environment. This main purpose of this research is to test empirically some relations of between the managing strategy of Korean firms and the environment factors of politics in Russia while this is conducted in two stages. First, the research model is designed by reviewing relevant theories, previous studies, and the current investment conditions in local Russia. Second, the survey of Korean firms engaged in investment activities in there is done by collecting questionnaires from them. with this survey, the strategic method of multiple regression is used to testing some hypotheses. Based on the preceding studies including especially Lee``s study, Documentary study has been done and Some hypotheses are made, and then the hypotheses tests are implemented by the statistical analysis program. The Multi-regression Analysis is conducted for the empirical study in the paper after t도 analysis of reliability test using Chronbach`s α and validity using Factor analysis. Finally the activated statistical program is SPSS for Win. 12.0. on this study.

Global Sourcing and Supplier Certification

신건철(Geon-Cheol Shin) 한국구매조달학회 2006 한국구매조달학회지 Vol.5 No.1

글로벌 소싱의 개념은 널리 알려져 있지만, 실행에 있어서는 아직 문제가 많다. 글로벌 소싱을 효과적으로 하는 방안으로 최근 공급업체 인증 프로그램이 확산되고 있는 바, 본 연구의 목적은 효과적인 소싱 프로세스를 소개하여 글로벌 소싱에 대한 이해를 돕고, 다양한 종류의 산업과 기업에서 사용되는 공급업체 인증절차를 소개한다. Although the concept of global sourcing is fairly well recognized, practitioners in the business community are still challenged by the roadblocks to implementation. The supplier certification program has been expanding in recent years. The purpose of this study is to deepen understanding of global sourcing by identifying effective sourcing processes. At the same time, supplier certification processes available in different types of industries, firms, etc. are also explained.

영문 : 베트남 국제합작기업 성과에 관한 비교연구; 2개국 실증분석

신건철 ( Geon Cheol Shin ),누엔티감 ( Nguyen Thi Gam ),박용희 ( Yong Hee Park ) 국제지역학회 2009 국제지역연구 Vol.13 No.2

이 연구의 목적은 국제합작투자기업의 전략적 동기, 성과 목표 및 만족, 경영상 통제, 부서간 갈등, 자원 기여, 투자 환경 및 경쟁과 같은 중요한 변수들을 확인하고 베트남에 있는 한국과 일본 합작투자기업의 경영 관행상의 차이점을 비교하는 것이다. 이를 위하여 베트남 파트너와 합작기업을 하고 있는 베트남의 한국과 일본기업을 표본 분석에 사용했다. 연구결과는 베트남에 있는 한국과 일본 기업의 경영 관행상에 유의한 차이가 있다고 나타났다. 또한 베트남에 있는 이러한 국제적인 합작 기업의 성과에 관하여 모기업의 만족도에도 차이가 있다는 것을 발견하였다. The purposes of this study are to identify important variables such as strategic motivation, performance objectives and satisfaction, managerial and functional area control, functional area conflict, resource contribution, investment environment and competition of international joint ventures (IJV) and to compare the management practices of Korean and Japanese IJVs in Vietnam. Data set consists of those Korean and Japanese IJVs with local partners in Vietnam. The results suggest that Korean and Japanese IJVs in Vietnam reveals significant differences in their international management practices at IJVs in most areas. We also found differences in satisfaction of the parent companies with the performance of these IJVs in Vietnam.