The Differences between Product and Process Innovation and Implications for Marketing Strategy

( Jeongeun Park ),( Minhye Park ) 서암순창장학회 2014 Journal of Marketing Thought Vol.1 No.3

Organizations cannot remain still; in markets becoming increasingly globalized, effective performance depends on the successful management of innovation. However, the existing marketing literature has not sufficiently discussed the differences between various types of innovation (i.e., product vs. process innovation). Previous marketing researchers have focused more on product innovation than on process innovation, while more and more studies are emphasizing the importance of process innovation. This paper discusses the various definitions of these two types of innovation, as well as the differences between them. By making several suggestions regarding the differences, we suggest important research directions for strategic marketing contexts and offer important implications for organizations and managers.

Impact of News Content on Ratings and Advertising Revenue: A Case of YTN News Channel

( Hae-gin Youm ),( Boa Son ) 서암순창장학회 2016 Journal of Marketing Thought Vol.2 No.4

This study is to identify what impact the news contents has on the viewing ratings and what changes they this con-tent has brought to advertising revenue based on the computerized records from the Press Information System to YSYS-s on the basis of which YTN as a specialized news channels produce and maintain the news contents which is the core products. It was a difficult situation for data collection proved difficult due to having overlooked the statis-tical functions with the introduction of the Press Information System. Especially, it had been operated in integration without boundaries of classifications when organizing the Newsflash with only one issue for a long period of time when a large event or accident occurred. Due to the limitations, the study could not analyze what impacts the News-flashes haves on the viewing ratings and advertising revenue, due to data separation problems. The issues are obliged to be excluded from the survey scope.

The Effects of Uncertainties on Network Embeddedness and the Mediating Effect of Information Sharing

( Hyunseung Kang ),( Junhong Min ),( Jung Kook Lee ) 서암순창장학회 2016 Journal of Marketing Thought Vol.2 No.4

Conceptual model that both technology and volume uncertainty promote exchange partners to rely on the network norm of information sharing which is the necessary ingredient of the network embeddedness. Data was collected from the 143 manufacturers in high-tech market in which triadic relationships among the manufacturers (seller), their first vendors (first buyers), and the second vendors (customers of the first buyers) in high-tech markets were particu-larly focused. Results from the structural equation model and multiple regression analysis reveal that while the tech-nological uncertainty has a positive effect on the network norm of information sharing, the volume uncertainty is not statistically significant. In addition, we find that there existsthe mediator effect of the network norm of information sharing in the relation between the uncertainties and the network embeddedness.

What Determines Strength of Ties? Organizational Cultures as Key Antecedents

( Hyungoo Ko ),( Christina Chung ),( Minhye Park ) 서암순창장학회 2014 Journal of Marketing Thought Vol.1 No.1

This study examines the effects of organizational culture on the tie strength. We employ a framework comprised of five dimensions related to organizational culture in order to analyzing firms’ cultural characteristics and how their cultures impact tie strength (which may appear as strong or weak ties in the network). The empirical data was gathered through a survey of engineering company suppliers in the context of buyer and supplier relationships. The results of a survey indicate that firms with cultural characteristics such as femininity and long-term orientation are likely to have “strong” ties. Although other cultural dimensions such as uncertainty avoidance, collectivism, and power distance are not supported by our empirical test, they are valuable in analyzing the relationship between a firm’s culture and its network.

Control Mechanisms for Protecting The Benevolent Partner in the Relationship between Marketing Channel Members

( Sungmin Ryu ),( Ken Hung ),( Jafar Mana ) 서암순창장학회 2014 Journal of Marketing Thought Vol.1 No.1

One concern expressed by manufacturers in relation to their suppliers is the protection of their interest in the event of a breach of benevolence. As the supplier is not under the direct control of the manufacturer, benevolence is a characteristic of the manufacturer’s vulnerability. In this paper we examined certain types of interfirm control mechanisms (i.e., vertical control or the norm of flexibility) that a manufacturer is more likely to rely on to reduce risk. Empirical results based on 137 manufacturers indicate that manufacturers attempt to reduce risk by depending on vertical control, the norm of flexibility or the simultaneous use of both as control mechanisms.

Ideal Frequency Exposure to Web Banner Advertising for Online Shopping Malls

( Yunyoung Hur ) 서암순창장학회 2015 Journal of Marketing Thought Vol.2 No.1

Web banner advertising is a type of display advertising, which can reach a wide, yet targeted audience in the whole globe. However, despite the burdensome cost of displaying banner ads on websites, the effectiveness of such banners is in question. The purpose of this paper is to illustrate how we can improve the performance of online banner advertising, particularly, the ones about online shopping websites, and suggest an algorithm for inspecting the ideal frequency of banner advertisement, based on the forgetting theory and the Ostrow Model. The forgetting curve was first hypothesized by H. Ebbinghaus in 1885, and shows how rapidly people forget information when no attempt is made to reinforce it. To test the algorithm, a set of data needs to be collected from websites that provide ad publishing services for online shopping malls. Both the websites with high traffic volume and ones with lower traffic volume should be taken into account for the data collection.

What is the Role of Collectivism in Channel Marketing?

( Junhyuk Suh ),( Boa Son ) 서암순창장학회 2016 Journal of Marketing Thought Vol.3 No.1

Our study aims to explore the role of collectivism in the field of channel marketing. We think collectivism is an important organization of culture beyond the national level and a main element in network embeddedness, group norms, and sense of community. Specifically, herein, we analyzed the source of network embeddedness and redefined group norms in a multidimensional setting. Also, we propose that the group norms and sense of community are the main effects of network embeddedness. Hypotheses based on these ideas were tested with 100 managers of large Korean companies. Our results show that collectivism as an organizational culture had a positive effect on network embeddedness, group norms, and sense of community. Moreover, network embeddedness had a positive effect on the sense of community, but it did not influence group norms positively. We discuss our findings and their implications.

Exploring Brand Awareness and Purchase Intention on Complete and Ingredient Brands of Smartphone

( Joongi Eom ),( Yoon C. Cho ) 서암순창장학회 2015 Journal of Marketing Thought Vol.2 No.2

This paper explores how smartphone customers form attitudes, purchase intention and satisfaction based on perception of a smartphone brand as a complete product and/or its ingredient brands (e.g., application processor, camera sensor, and display panel). In particular, this study investigates i) how attitudes, purchase intention, and expected satisfaction differ based on the level of awareness (high vs. low) of complete product and ingredient brands; ii) how attitudes affect purchase intention based on the level of awareness of complete product and ingredient brands (high vs. low); and iii) ii) how purchase intention affects expected satisfaction based on the level of awareness of complete product and ingredient brands (high vs. low). The results of this study find that attitudes, purchase intention, and expected satisfaction differ based on the level of awareness of complete product and ingredient brands. The study also finds significant relationships between attitudes, purchase intention, and expected satisfaction based on the level of brand awareness of complete product and ingredient brands. This study provides implications for complete product and ingredient branding strategies.

The Relationship between Behavioural Uncertainty and Opportunism: The Moderating Effect of Network Solidarity

( Min Jung Kim ),( Mirea Woo ) 서암순창장학회 2018 Journal of Marketing Thought Vol.5 No.1

Firms in a volatile environment often possess more chances to commit opportunistic behaviours by taking advantage of information asymmetry. Moreover, it is essential for a firm to prevent opportunism since it will increase the cost of transaction. Network solidarity plays a significant role in firm’s performance, and a wide variety of research has been conducted on uncertainty and opportunism. However, the impact of network solidarity on the relationship between behavioural uncertainty and opportunism still remains unclear. Thus, the object of this paper is to introduce how behavioural uncertainty influences opportunism of an exchange partner under conditions reflecting network solidarity. The conceptual framework highlights the relationships among those variables, and as a result, this study can offer some possible directions, and further provide theoretical and practical implications as well as suggestions for the future study.

The Impact of Official Development Assistance on the Human Development Index

( Amanuel Habtetsion Berhane ),( Yoon C. Cho ) 서암순창장학회 2017 Journal of Marketing Thought Vol.4 No.3

The objective of this study is to examine the impact of Official Development Assistance (ODA) on Human Development Index (HDI) in developing countries. The results of the study found that net GDP, Institutions measured by CPIA, and personal remittances has significant positive effect on HDI, while population growth, military expenditure as percentage of GDP and CO2 emissions has significant negative effect on HDI. This study provides managerial and policy implications for the importance of the impact of official development assistance with human development index