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국제경영 : 글로벌마케팅의 표준화-현지화 결정요인에 관한 실증 연구: 상황적응론 vs. 자원기반 관점 중신으로
한충민 ( C. Min Han ) 국제지역학회 2010 국제지역연구 Vol.14 No.2
본 연구는 한국 기업의 글로벌마케팅 프로그램의 표준화-현지화 정도를 결정하는 요인에 관한 실증적 연구이다 특히 본 연구는 2가지 관점에서 기존 연구와 차별화하고자 하였다. 첫째는 모국-현지국의 환경 차이에 초점을 두는 기존 실증연구와는 달리 글로벌 관점에서 분석하고자 하였다. 두 번째는 본 연구는 상황접근론 관점과 자원기반 관점에서 결정요인을 설정하고 이들 요인의 효과를 검증하고자 하였다. 구체적인 결정요인으로 상황적응론적 관점에서 외부환경 요인인 글로벌 시장의 역동성과 복잡성을, 그리고 자원기반 관점에서 글로벌 마케팅자산을 설정하고 검증하였다. 이를 위해 국제마케팅을 수행하는 국내 기업 128개 업체를 대상으로 설문조사를 실시하였다. 연구 결과, 기업의 글로벌 마케팅자산은 글로벌마케팅 프로그램 표준화 정도와의 정(正)의 관계를 나타난 것으로 나타난 반면에, 글로벌 시장환경 요인은 통계적으로 유의한 관계가 없는 것으로 나타났다. 이는 기업의 글로벌마케팅 프로그램은 상황적응론적 관점보다는 자원기반 관점에서 결정되는 경향이 있음을 사사하는 결과이다. This study is intended to empirically investigate determinants of the degree of standardization vs. adaptation in global marketing programs for Korea firms. Our study has two main focuses. First, our study takes a global perspective instead of a binational, i. e., home vs. foreign perspective. Second, we accommodated two conflicting veiws-contingency and resource-based views in explaining determinants of global marketing strategy. As such determinants, we considered global market dynamism and complexity from a contingency view and global marketing assets from a resource-based view. Surveys were conducted with 128 Korean firms engaged in global marketing. Our study found that Korean firms with global assets tend to engage in highly standardized global marketing programs. On the other hand, global market dynamism and complexity did not show statistically significant relationships with the degree of standardization vs. adaptation. The findings suggest that a resource-based view may be more powerful than a contingency view in explaining global marketing strategies of Korean firms.
한충민(C . Min Han) 한국경영학회 1996 經營學硏究 Vol.25 No.2
This paper examines the characteristics of brand marketing vs. OEM arrangements in export marketing strategy. A survey was conducted with Korean exporters and several interesting characteristics were found as follows. First, the exporters employing brand marketing strategy were found to engage in independent market research. Second, they also tend to export products whose levels of quality are as competitive as to those of competing products from industrialized countries, and whose level of price shows a similar characteristic. Finally, the exporters employing brand marketing were found to believe that brand marketing would contribute to their competitiveness in export markets.
한충민(C . Min Han) 한국경영학회 1999 經營學硏究 Vol.28 No.3
The paper examines Korean marketing practices in China. Specially, six success cases are analyzed with focus on marketing strategies and their impact on performance of Korean firms in China. Our analysis indicates that successful Korean firms possess competitive advantages in product value for money and medium to advanced technologies. In addition, they are very active in transferring such advantages to China. These findings suggest that Korean firms tend to adopt marketing standardization strategy rather than adaptation. Our analysis also indicates that they have a tendency to enter north-east regional markets which are geographically and culturally close to Korea, and that their internationalization appears to show a gradual pattern starting with exporting and then increasing their commitment to local production.
국내 vs 외국 스마트폰 브랜드 선택에 관한 실증 연구: 초기 수용자의 특성 요인 중심으로
한충민 ( C. Min Han ),김상묵 ( Sang Mook Kim ),황지은 ( Ji Eun Hwang ),원성빈 ( Sung Bin Won ) 한국국제통상학회 2012 국제통상연구 Vol.17 No.3
본 연구는 스마트폰 초기 수용자의 국내 vs. 외국 브랜드 선택에 영향을 미치는 소비자 특성 요인들을 실증적으로 검증하고자 하는 연구이다. 구체적으로 신토불이적 자민족주의, 소비자 애국심, 소비자 세계주의, 혁신성, 과시적 소비 성향과 같은 소비자 특성 변수와 지각된 품질 수준이 영향을 미칠 것으로 예상하였다. 본 연구는 서울 소재의 25세~40세 직장인을 대상으로 스마트폰 출시 초기인 2010년 12월에 설문조사를 실시하였다. 검증 결과, 우리나라 제품이 우수하거나 우리에게 더 적합하다고 인식하는 신 토불이적 자민족주의와 지각된 품질 수준이 초기 수용자의 국내 vs. 외국 브랜드 선택에 영향을 미치는 것으로 나타났다. 한편, 애국적 자민족주의, 세계주의, 혁신성 그리고 과시적 소비 성향은 통계적으로 유의한 영향을 미치지 못한 결과가 발견되었다. 이러한 결과는 스마트폰의 경우에는 초기 수용자들이 감성적이나 상징적 가치보다는 기능적 가치에 크게 영향을 받는 점을 시사한다. This study is intended to investigate consumer characteristics of smart phone early adopters for Samsung Galaxy vs. Apple iPhone. It is hypothesized that consumer ethnocentrism, cosmopolitanism, innovativeness, conspicuous consumption, and perceived quality will affect early adopters` choice of Samsung vs. Apple. Data were collected with surveys with 136 early adopters of smart phones in December, 2010. The findings indicate that ethnocentric early adopters, who believe that local products are of better quality or more suitable for local consumers, tend to choose Samsung over Apple, but other consumer characteristics showed no relationship with the choice. On the other hand, perceived quality showed a significant relationship. These finding may suggest that early adopters, in the choice of domestic vs. foreign smart phones, tend to consider functional values rather than emotional or symbolic values.
해외 CSR을 수행하는 한국 기업의 특성에 관한 실증 연구: 중국 시장 중심으로
한충민 ( C. Min Han ),이효연 ( Xiao Yan Li ),안현미 ( Hyoun Mi Ahn ) 한국국제경영학회 2018 國際經營硏究 Vol.29 No.2
This study examines the characteristics of Korean firms conducting CSR in China. Surveys were conducted with 153 firms doing local business in China. The study found that large firms were conducting greater CSR activities in China than small firms. Specifically, subsidiaries with large parent firms, a large number of local employees, large local sales, and strong brands were more likely to conduct CSR in China. These results indicate that CSR in China is mainly carried out by local subsidiaries of large firms. On the other hand, the ownership pattern, size of investment, and market performance did not show meaningful relationships with CSR. From a theoretical perspective, the findings imply that CSR theories suggesting defensive motives for foreign CSR are more relevant than those suggesting preemptive motives for CSR in explaining CSR activities by Korean firms in China.
중국 진출 한국 기업의 시장기반자산 - 시장성과 간의 관계에 관한 실증 연구
한충민 ( C Min Han ),김경애 ( Kyung Ae Kim ) 한국국제경영학회 2014 國際經營硏究 Vol.25 No.4
This study is an empirical attempt to investigate the role of market-based assets in market performances of Korean firms in China. Additionally, we assessed complementarity of market-based assets in their effects on performance. Complementarity was analyzed between market-based assets and between market-based assets and non-market-based assets. Data were collected from surveys with 153 Korean firms marketing in China. Our findings indicate that market-based assets such as market partners had significant influences in market performances. In addition, significant interaction effects were found between brand and partner assets and between partner assets and non-marketbased assets. These findings support the role of market-based assets and their complementary effects to market performances in China.
소비자 적대감과 개인주의 성향이 일본 브랜드 평가에 미치는 영향에 관한 실증 연구
한충민 ( C. Min Han ),박경식 ( Kyung Sik Park ),김경애 ( Kyung Ae Kim ) 한국국제경영학회 2015 國際經營硏究 Vol.26 No.3
This study is intended to investigate how consumer animosity and individualism affect evaluations of Japanese brands. We argue that, in comparison to collective consumers, individualistic consumers will show a lower degree of animosity toward Japan and will also be less subject to animosity in their brand evaluations. We conducted surveys with a sample drawn from adult consumers of diverse age brackets. Our findings confirm that consumer individualism precedes animosity towards Japan and moderates the effects of animosity on Japanese brands. In addition, consumers` brand familiarity was also found to moderate the animosity effects. These findings suggest that consumer characteristics and socio-psychological factors can influence the role of consumer animosity in brand evaluations. Another implication of our findings is that future Korean consumers may be less affected by their animosity toward Japan as they become more westernized and individualized.