Moving Toward Competitiveness of Korean Plant Engineering Industry : A Supply Chain Management Perspective

( Moonki Kyle Rhee ),( Woo-hun Rhee ),( Namhyung Cho ) 재단법인 서암순창장학회 2018 Journal of Marketing Thought Vol.4 No.4

Plant engineering involving complex projects requires continuous integration and collaboration among partner firms in supply chain. This study proposes the SCM based perspective to improve competitiveness of Korean Plant Engineer-ing firms. In plant engineering industry, the clients usually prefer the turnkey contract, under which the contractor undertakes the responsibility from design, material ordering, construction, commissioning, etc. Considering the engi-neering, procurement, and construction processes of the plant engineering business as a step-by-step process, the visibility of the progress of the project is inferior due to lack of information sharing with the partner companies. This paper suggests SCM-related innovations, including information integration between design, procurement, and con-struction processes, design of a single integrated database, and a project portal for information sharing and interaction with suppliers. Engineering and Operations Planning (E&OP) system similar to the S&OP operated by the manufac-turing industry needs to be established for integrated decision concerning project supply chain. Partnership and infor-mation sharing should play a key role for survival in this fiercely competitive market.

Exploring Factors that Affect Adoption of E-Government

Musina Parience,조윤정 재단법인 서암순창장학회 2018 Journal of Marketing Thought Vol.4 No.4

As the business environment of the distribution industry changes rapidly due to the integration of online/offline businesses, the emergence of new delivery methods, and the spread of smart shopping, CEO’s transformational leadership in the distribution industry is urgently required to cope with the changes in the corporate environment. The purpose of this study is to examine whether distributor CEO's transformational leadership promotes the employees' organizational citizenship behaviors through their self-efficacy, and whether CRM management further promotes this process. The results of empirical analysis by 308 survey responses support this research purpose

The Effects of CEO’s Transformational Leadership on Employees’ Organizational Citizenship Behaviors in the Distribution Industry : The Moderating Role of CSR Management

최성보 재단법인 서암순창장학회 2018 Journal of Marketing Thought Vol.4 No.4

As the business environment of the distribution industry changes rapidly due to the integration of online/offline businesses, the emergence of new delivery methods, and the spread of smart shopping, CEO’s transformational leadership in the distribution industry is urgently required to cope with the changes in the corporate environment. The purpose of this study is to examine whether distributor CEO's transformational leadership promotes the employees' organizational citizenship behaviors through their self-efficacy, and whether CRM management further promotes this process. The results of empirical analysis by 308 survey responses support this research purpose.

Antecedents of Education Brand Satisfaction: A Conceptual Framework and Research Propositions

이미영,강수정,Ai Hua Jin 재단법인 서암순창장학회 2017 Journal of Marketing Thought Vol.4 No.1

The purpose of this study is to find major factors to improve school brand in an educational market in order to attract foreign students. Education brand satisfaction is the concept that is defined as the combination of students’ academic satisfaction and brand satisfaction. While academic satisfaction is generated when the academic goal of students is achieved, brand satisfaction is caused by the accomplishment of the consumers’ expectation of a brand. International students’ language skills of Korean and English have an impact on education brand satisfaction, which is mediated by students’ adaptation to school. This conceptual framework contributes to branding a university in Korea.

Outsourcing Marketing and Organizational Learning: Managing Customer Relationship Management

박정은,Robert M. Morgan 재단법인 서암순창장학회 2017 Journal of Marketing Thought Vol.4 No.1

In current competitive rapidly changing business environment, firms are driven to conduct various functions from outsourcing to achieve efficiency. Recently, many companies have outsourced one of their important marketing functions, customer relationship management (CRM) activities to consulting firms and other system developers. While marketing outsourcing may seem attractive at the management level for their efficient performance in terms of investment cost and expertise, serious negative outcomes are often encountered when they face serious losses in market level learning for their customers. This paper contributes to marketing area by examining the importance of providing managerial implications concerning the impact of management's strategic decisions, such as the decision to outsource customer related marketing functions. Additionally, the current study complements and extends extant outsourcing and organizational learning research aimed at identifying the underlying determinant of outsourcing, examining the relationship between outsourcing and the marketing learning process, and exploring the outcomes of an effective marketing learning process.

The Moderating Effect of Structural Holes on the Relationship between Supplier Openness and Buyer Satisfaction

고현구,노윤영 재단법인 서암순창장학회 2017 Journal of Marketing Thought Vol.4 No.1

This study examines how structural holes affect channel member’s satisfaction with its channel partners. Specifically, this study demonstrates that structural holes strengthen the relationship between a supplier’s openness toward subsuppliers and buyer satisfaction. Also, supplier’s openness is positively associated with buyer satisfaction. These results indicate that the concept of structural holes is quite significant for building relationships because obtaining new information and resources gives channel parties a competitive advantage.

Relationship between Buyer-supplier Integration and New Product Development: The Moderating Effect of Structural Holes

민준홍,정승명,김민정 재단법인 서암순창장학회 2017 Journal of Marketing Thought Vol.4 No.1

In a competitive environment, suppliers are an increasingly important resource for buyers, and buyer-supplier integration is essential to the entire business strategy. However, the relationship of integration with new product development remains vague, especially in a situation with structural holes. This research investigates how buyer-supplier integration influences new product development under conditions with structural holes. A network variable is included to develop a conceptual model that provides the perspective of the inter-firm relationship. As a result, this research can suggest a predictable direction, providing theoretical and practical implications.

A Study on Supplementary Scheme for Improvement of Medical Reimbursement Price-cut Policy and R&D Encouragement Policy in Korea Pharmaceutical Industry: In an Aspect of Small and Medium-sized Pharmaceutical Manufacturers and Wholesalers

Jeongtae Kim,배영한 재단법인 서암순창장학회 2017 Journal of Marketing Thought Vol.4 No.2

Reinforcing global competitiveness of the pharmaceutical industry through development of new drugs is a key task and target for pharmaceutical industry and government. As part of this goal, Korea government has been dedicating to an implementation of various systems since 2000s in order to correct the wrong practices of the industries and to reduce national medical expenses. The sliding scale rebate-medical reimbursement system in 2009, Dual punishment of a rebate in 2010 and the Sunshine Act in 2018 would have contributed to a competitive environment that the pharmaceutical companies can strive for a development of new products and its quality improvement rather than focus on appealing to financial benefits to the hospitals, clinics and pharmacies. In particular, the government has cut down the price of original drugs and generic drugs sharply, of which patents have expired through the reorganized reimbursement policy and the advancement policy of the pharmaceutical industry since 2012, thereby reinforcing ability to block the source of provision of a rebate and to further promote research and development. However, there are still many unexpected side effects in the process of establishing the system because of not having sufficient competitiveness in new drug development. For example, the domestic companies have been forced into a co-marketing of the original products for short-term sales outcome and obtaining prescription records by granting the modified profit. Wholesale profit has been reduced due to squeezed distribution margins. In this study, we will explore alternatives to these major adverse events and suggest ways to improve them through collaboration between industries or industry and government.

Customer's Social Value Perception and Enterprise's Sustainability : Focus on Social Enterprise

강하영 재단법인 서암순창장학회 2017 Journal of Marketing Thought Vol.4 No.2

The concept of Creating Shared Value was emerged due to the necessity of paradigm for the increase of ethical consumption and sustainable growth. Creating Shared Value indicates creation of social value by enterprises` activity itself while it is seeking for economic profit (Porter and Kramer, 2011). It is in line with the concept of Social Enterprise which pursue both social and economic value simultaneously. Nevertheless, Social Enterprise has various structural problems and was questioned for its sustainability. Therefore, this paper drives from a key question. “Can Social Enterprise` social value be differential capability compared with its competitors?” This paper intends to investigate social value as the differential capability for Social Enterprise and examine the measure to strengthen marketing capability for Social Enterprise.

Investigating Effects of Entrepreneurial Orientation and Management on Performance: Public vs. Private Sector

권문주,조윤정 재단법인 서암순창장학회 2017 Journal of Marketing Thought Vol.4 No.2

This study explores how corporate entrepreneurship affects organizational performance in the private and public sectors. In particular, this study investigates i) how the level of organizational performance differs based on the sectors; ii) the effects of entrepreneurial orientation and management on different performance objectives, including satisfaction with performance and public value orientation; and iii) how the effect of entrepreneur orientation and entrepreneurial management on satisfaction with performance and public value orientation differs between public sector and private sector organizations. The results of this study find that the different variables of entrepreneurial orientation and management are significant for satisfaction with performance and public value orientation. This study provides managerial and theoretical implications of organizational entrepreneurship. To enhance the organization’s performance, distinctive management strategies should be applied for both the public sector and private sector, as well as considering the type of performance objective.