An Introduction On The Use Of Pre-Visualization In Marketing And How It Can Benefit Firms

Raul Moretti 한국무역연구원 2015 무역연구 Vol.11 No.4

This paper aims to contribute to a better understanding of pre-visualization, and its evolution from use strictly in the movie industry to its expansion into the computer gaming and business sector. Since its inception in the 1930s, pre-visualization has been used to analyse movie scenes before actual production began. This was done in order to cut costs of actual stage setups by examining scenes through a series of drawings and sketches that showed scenes in sequence. Disney Studios was the first to use this technique in the 1930s and later on through digital software as technologies developed. This process gave directors the opportunity to experiment with lighting and different camera angles before deciding on scene design. As computer technology has evolved, pre-visualization emerged in computer game development and more recently in marketing as a way for firms to not only promote their products or services in a visual and interactive way but also to help develop products and services that are more experiential for the consumer. Currently, pre-visualization in marketing is becoming a useful tool to help customize products and services in such a way as to make the marketing experience more effective.

The Effects of Technology Readiness and Consumer Innovativeness on Usage and Satisfaction of Korean Smartphone Consumers

Raul Moretti(라울 모레티) 한국관세학회 2012 관세학회지 Vol.13 No.1

In this study, the effects of technology readiness and consumer innovativeness on usage and satisfaction of smartphone users in Korea is examined. One unique facet of this research is to determine if consumer innovativeness and technology readiness are distinct constructs and how they affect the dependent variables. Structural modeling was used in the analysis and findings suggest that both consumer innovativeness and technology readiness are indeed independent constructs and have a significant impact on the dependent variables.

The Mediating Role of Perceived Product Benefits among Korean Smartphone Users

Raul Moretti(라울 모레티) 한국관세학회 2014 관세학회지 Vol.15 No.1

This study focuses on the mediating role of perceived benefits between technology readiness and consumer innovativeness as the independent variables and usage and satisfaction as the dependent variables among smart phone users in Korea. High levels of technology readiness among Korean consumer s are expected to find support for the effect of perceived benefits on consumer’s usage and levels of satisfaction of Korean smartphone users. A large sample size was surveyed across a number of demographic variables. Confirmatory factor analysis, path analysis and effect decomposition analyses are carried to determine direct and indirect effects of the mediating variable. Findings for the mediating effect of the benefits variable were all either partially or fully supported.

Purchasing Pattern Analysis by Business Fluctuations

Raul Moretti 한국자료분석학회 2010 Journal of the Korean Data Analysis Society Vol.12 No.4

In 2008, the global economic crisis that came from the bankruptcy of Lehman Brothers had a big impact all over the world and in Korea's overall economy. The depression of the economy brought about a more distinctive income polarization and also changed customer's purchasing patterns. The collapse of the world's largest investment bank had a domino effect in trade across countries, industries, companies, and all the way down to the consumer. Korea, whose economy is intricately connected with the U.S. economy, also saw sharp drops in stock prices as a result of dropping consumer confidence in the United States. The effects escaped the confines of the financial sector to consumer's everyday lives. Nowadays, many evaluation institutes such as Moodys' and S&P state that the economy has somewhat recovered. However, there still remain dangerous instabilities caused by the European and Chinese economies. In this paper, we investigate how customer's purchasing patterns are changed by business fluctuations resulting from the financial stresses caused in part from the Lehman bankruptcy. To do this, we use the MCR (Media & Customer Research) dataset which is developed by Kobaco (Korea Broadcast Advertising Corporation) each year and fit the data to a factor analysis which is one of the well established multivariate statistical methods. A questionnaire that determines purchasing behaviors is condensed into two factors: frugal buying and impulse buying. I predict that purchasing patterns will have been affected by a decline in the economy, especially in 2008, which was considered to have suffered considerably after some high profile bankruptcies, most notably Lehman Brothers.

A Comparative Study of Coffee Culture between Italy and South Korea: An Exploratory Study

Raul Moretti 강원대학교 경영경제연구소 2017 Asia-Pacific Journal of Business Vol.8 No.2

This exploratory research compares two particular features of coffee culture, namely thereason why a particular coffee shop is frequented and the reason for going to the chosencoffee shop in Italy and South Korea. A survey was carried out targeted at current undergraduateuniversity students in both countries with data being collected in the late spring and earlysummer of 2017. The main impetus for this research was to investigate the aforementionedareas given the fact that Italy has such a long standing coffee culture that dates back centuriesand is still an industry dominated by independent coffee houses while the Korean coffeeindustry started developing in the early 1980s and taking off after the 1988 Olympic Games. The Korean coffee industry, in contrast, is driven by the franchise coffee shops such asStarbucks, Café Benne, and The Coffee Bean among others. While both countries have welldeveloped coffee cultures, they developed along very different lines. Data collected fromrespondents are tabulated and presented followed by an analysis and interpretation of the data. Finally, some suggestions on how to conduct further research in order to better understandingthe underpinnings and contributing factors in understanding consumer choice and coffeeculture in both Italian and Korea are suggested.

An Analysis of Smartphone Diffusion in General and Specific Domains: A Theoretical Perspective

Raul Moretti 경남대학교 산업경영연구소 2015 지역산업연구 Vol.38 No.1

This study looks at two types of diffusion research with an emphasis on smartphones. One type ofresearch stream is termed 'general' which is a category of research that is wide in nature and involvesnumerous variables to determine linear and non-linear effects among them with the goal ofgeneralizing findings. The second stream is termed 'specific domain' which refers to research done in avery specific context or situation and the results are specific to the chosen domain. The focal point ofthis study is to use characteristics of both methods into a hybrid version of research. The suggestedapproach is specifically aimed at presenting results in such a way that firms can use the researchresults to make more practical decisions concerning smartphone diffusion.

The Importance of the University Education System for Trade Workforce: the Person-Organization Fit Perspective

김소연,Raul Moretti 한국무역상무학회 2012 貿易商務硏究 Vol.56 No.-

As globalization accelerates and the trade environment rapidly changes, a more prepared trade workforce is required for the business world. The trade department is an important educational institution that educates and trains future trade talent. Thus, in the evolving trade environment, their role has significant implications for the economic growth of Korea. The present paper is a comparative study of the importance of the university education system in terms of the trade work force through the Person-Organization fit (P-O fit) perspective. We observe that the American trade education system is more oriented to meet and reflect the needs from the real world. It contains a support structure through various governmental organizations that offer financial incentives as well as educational opportunities through internships and other hands-on experiences. The trade education systems in universities in Korea are still static by comparison and are recommended to implement changes that will give students more practical exposure to trade. The governmental and business sectors are also encouraged to support universities in achieving these goals through building a strong cooperative network with university trade departments.

이슬람 5개 국가의 문화변화: 요르단, 말레이시아, 모로코, 터키, 이집트 비교연구

이지석,양오석,Raul Moretti,권종욱 연세대학교 동서문제연구원 2019 동서연구 Vol.31 No.2

This study is an empirical analysis of changes in cultural values of Muslim countries. Specifically, Schwartz's ten values and the areas of conservatism/openness to change and self-transcendence/self–enhancement were analyzed. Very complex cultural change patterns in Jordan, Malaysia, Morocco, Turkey and Egypt were found. These five Islamic countries changed to consider tradition, safety and universalism as more important factors in common. In terms of conservatism/openness to change and self-transcendence/self–enhancement, the importance of self-transcendence, showed an increase in Malaysia, Egypt and Jordan. Turkey and Egypt have changed in the direction from increased openness to conservatism to change. Morocco and Malaysia have shifted toward less openness to change. 본 연구는 이슬람 국가의 문화가치관 변화를 실증적으로 분석한 연구이다. 슈워츠(Schwartz)의 10가지 가치관과 보수주의-변화개방과 자기초월-자기강화의 영역으로 구분하여 분석하였다. 분석결과 요르단, 말레이시아, 모로코, 터키, 이집트의 경우 복잡한패턴을 보였지만 가치관의 변화를 보여주었다. 이들 5개 국가는 공통적으로 전통, 안전, 보편주의를 중요하게 여기는 경향이 강했다. 보수주의-변화개방과 자기초월-자기강화의 영역에서 말레이시아, 이집트, 요르단은 자기초월이 높아졌고 터키와 이집트는변화에 대한 보수주의에서 변화에 대한 개방성이 높아지는 방향으로 변화하였다. 모로코와 말레이시아는 변화에 대한 개방성이 낮아지고 보수주의 경향이 높아지는 방향으로 변화하였다.

Quality Management System, ISO 9000 Implementation, Supply Chain

한병섭,김재진,Raul Moretti 한국무역학회 2015 Journal of Korea trade Vol.19 No.2

The Chinese government has restructured many state-owned enterprises (SOEs) and

The Importance of the University Education System for Trade Workforce: the Person-Organization Fit Perspective

Kim.So Yeon,Moretti,Raul 한국무역상무학회 2012 貿易商務硏究 Vol.56 No.-

As globalization accelerates and the trade environment rapidly changes, a more prepared trade workforce is required for the business world. The trade department is an important educational institution that educates and trains future trade talent. Thus, in the evolving trade environment, their role has significant implications for the economic growth of Korea. The present paper is a comparative study of the importance of the university education system in terms of the trade work force through the Person-Organization fit (P-O fit) perspective. We observe that the American trade education system is more oriented to meet and reflect the needs from the real world. It contains a support structure through various governmental organizations that offer financial incentives as well as educational opportunities through internships and other hands-on experiences. The trade education systems in universities in Korea are still static by comparison and are recommended to implement changes that will give students more practical exposure to trade. The governmental and business sectors are also encouraged to support universities in achieving these goals through building strong cooperative network with university trade departments.