Collaboration development factors and consideration for community health promotion practice

유승현 한국보건교육건강증진학회 2010 보건교육건강증진학회지 Vol.27 No.5

Background: Although collaboration for community health is emphasized, the concept and process of collaboration are rather unclear. International research has classified the types of collaboration and focused on the factors influencing successful collaboration. Greater attention is needed for collaboration practice and research domestically. Findings: By the level of intensity, the types of collaboration range from simpler networking to more formal and sophisticated collaboration. A 4-stage collaboration development consists of formation, implementation, maintenance, and institutionalization stages. Influential factors for collaboration development include: shared goals; operational structure and process; sufficient resources; member and leadership characteristics; environment and climate for collaboration; and information exchange and communication. Discussion: Most of collaboration research so far has dealt with partnerships and coalition building with community-based organizations, and much attention is given to private-public partnership for health. Contextual understanding and collaborative environment are the foremost tasks for us to enhance collaboration for community health in our centralized public health system.

화장품 브랜드의 캐릭터 콜라보레이션 사례를 통한 콜라보레이션 유형 연구

김아람(Kim, Ah Rham),김보연(Kim, Boyeun) 한국디지털디자인협의회 2015 디지털디자인학연구 Vol.15 No.2

최근 화장품 업계의 마케팅 트렌드는 콜라보레이션이다. 경쟁적으로 확장된 화장품 시장은 소비자들의 선택을 더욱 까다롭게 만들어 콜라보레이션이 더욱 활성화되고 있다. 확산되고 있는 콜라보레이션 열풍 속에서 소비자에게 의미 있는 경험과 감성을 전달하는 방향을 탐구하는 연구가 중요해지고 있다. 따라서 본 연구는 ‘뷰라보’ 열풍을 이끌고 있는 캐릭터와 화장품 브랜드의 콜라보레이션의 사례를 수집하여 그 현황을 파악하고, 이 사례들을 분석하여 콜라보레이션을 통한 긍정적 효과가 발생할 수 있도록 정리하는 데 목적을 둔다. 이러한 연구목적 달성을 위해 먼저 문헌연구를 통해 콜라보레이션의 개념과 유형별 특징을 고찰한 다음, 화장품 브랜드와 캐릭터의 콜라보레이션 사례를 찾아 분석한다. 기존에 화장품의 콜라보레이션 사례연구나 유형의 분류에 대한 연구들은 있었지만, 특정 유형의 사례에 대한 심도 있는 연구는 진행되지 않았기에 본 연구에서는 여러 가지 콜라보레이션의 유형 중 캐릭터와의 사례를 한정하여 다룬다. 필립 코틀러의 긍정적 브랜드 이미지 연상 요소를 활용해 브랜드 이미지를 분석하고, 브랜드의 이미지 키워드를 도출하여 캐릭터의 이미지와 상관관계를 확인한다. 현재 화장품 브랜드에서의 콜라보레이션이 점점 확대되며 다양한 분야와의 콜라보레이션이 진행되고 있는 것에 비해 심도 있는 콜라보레이션에 대한 사례 분석연구는 아직 미비한 실정이다. 이런 점에서 본 연구가 캐릭터와 화장품 브랜드의 사례 분석을 통해 콜라보레이션의 다양한 유형을 정리하였다는 것에 의의가 있다. The most recent trend in the cosmetics industry is collaboration. In the midst of increased collaboration, the importance for research in the field of providing consumers with a meaningful and sensible experience is increasing. Therefore, this research collected and examined cases studies on ‘Beaulabo’, which is a trend setting cosmetic Brand and character collaboration movement, to determine the current state of the industry, and through the analysis of these case studies, this research study has the objective of suggesting a direction for positive influence through collaboration. In order achieve these research objectives, the concept and characteristics of different types of collaboration were examined through literature research, and cosmetic brand and character collaboration case studies were collected to be analyzed. This research focused on character type collaboration case studies. Using Philip Kotler’s concept of building positive brand associations, the images of brands were analyzed, and after deducing the keywords associated with the image of a brand, their correlation with the image of the character was examined. Through this examination, the best types of collaboration for the purpose of creating synergy effects were proposed. The use of collaboration is on the rise in the cosmetics industry, and relative to the amount of different industries and areas that collaboration is actively occurring, there is a lack of in-depth research on the case studies of brand and character collaboration. From this point of view, this research is significant in that it suggests different types of collaboration through the analysis of character and cosmetic brand collaboration case studies.

화장품 산업에서의 디자인 콜라보레이션과 소비자 구매결정에 관한 연구

김응철(Kim, Eung Cheol),김후성(Kim, Hoo Sung) 한국디자인문화학회 2018 한국디자인문화학회지 Vol.24 No.1

소비자들이 브랜드 가치를 우선시하는 시대가 도래하면서 콜라보레이션이 새로운 마케팅 수단으로 등장하였다. 최근 화장품 산업에서도 콜라보레이션은 새로운 마케팅 수단으로 많은 브랜드에서 활용하고 있다. 본 연구에서는, 화장품 산업에서 콜라보레이션이 소비자에게 어떠한 가치를 주며, 소비자의 구매결정에 어떠한 영향을 끼치는가를 알아보고 앞으로 관련 산업에서 디자인 콜라보레이션 전략을 기획 진행 시 고려해야 할 것들을 살펴보기 위한 기초자료로 활용하는 것을 목적으로 하였다. 이를 알아보기 위한 연구 내용으로, 첫째, 문헌 연구를 통하여 콜라보레이션의 정의를 알아보고 화장품산업에서 이루어진 다양한 콜라보레이션 사례를 분석하였고 그 결과, 화장품 산업에서의 콜라보레이션은 외적 디자인을 소재로 한 콜라보레이션과 제품 자체의 변화를 통한 새로운 제품 혁신 콜라보레이션으로 구분되어지는 것을 알 수 있었다. 둘째, 디자인 콜라보레이션에 한정하여, 2015년부터 2017년 상반기까지 국내 화장품 브랜드에서 이루어진 디자인 콜라보레이션 사례를 캐릭터 아이덴티티, 비주얼 아이덴티티, 리패키지 아이덴티티의 3가지 구체적 유형으로 분류하여 각각의 사례와 특징을 살펴보았다. 이를 바탕으로 셋째, 20~30대 여성 소비자들을 대상으로 심층 인터뷰를 진행하였으며, 피터 모빌의 허니콤 모형을 근거로 디자인 콜라보레이션의 3가지 유형에 대해 소비자경험 측면에서 구매 요인에 대해서 분석하였다. 연구 결과, 캐릭터, 비주얼, 리패키지의 3가지 각 유형을 활용하는 브랜드 전략이 각각 다르며, 각 유형별마다 목표하는 시장 및 소구하는 소비자층이 다르다는 것을 사례를 통하여 확인 하였다. 또한, 허니콤 모델을 활용한 5가지 측면에 대한 레이더차트를 활용하여, 각 유형별 전략의 한계를 가늠할 수 있었다. 이러한 연구 결과에서, 국내 주요 화장품 회사가 디자인 콜라보레이션을 통하여 새로운 가치를 소비자에게 전달하려는 전략을 살펴보았고, 분석한 사례 등을 통하여 향 후 소비자의 만족도를 높일 수 있는 보다 다양하며 새로운 전략 도출을 기획하는 데에 근거 자료로 활용되기를 기대한다. As the age when consumers regard brand value as the most important value, collaboration has emerged as a new marketing tool. In the cosmetics industry in recent years, collaboration has been utilized by many brands as a new marketing tool. This study examined the value of collaboration to the consumer in the industry and the effect of the value on the purchase decision of the consumer. The purpose of this study is to utilize the industry as a basic data to look into what to consider in the planning process of design collaboration in the cosmetics industry in the future. The study contents are as follows. First, we analyzed the definition of collaboration through literature review and analyzed various cases of collaboration in the industry. As a result, it can be seen that the collaboration in the cosmetics industry is divided into a collaboration based on the external design and a new product innovation collaboration through the change of the product itself. Second, from the period of 2015 to the first half of 2017, the case of design collaboration in the domestic cosmetics brand was classified into three types of character identity, visual identity and repackage identity. Third, we conducted in-depth interviews with female consumers in 20s and 30s age. Based on the honeycomb model of Peter Mobil, we analyzed the purchasing factors in terms of consumer experience for the three types of design collaboration. As a result of the research, it is confirmed through the case that the brand strategy that utilizes each of the three types of characters, visual, and repackages is different. The target market and the appealing consumer group are also different regarding each type of identity. Using the radar charts on the five aspects of the honeycomb model, we were able to gauge the limitations of each type of strategy. The results of this study show that major cosmetics companies in Korea are exploring strategies for delivering new value to consumers through design collaboration. According to the analysis examples, we planed to develop more diverse and new strategies that can enhance customer satisfaction. We hope that this research data will be used as a fundamental resource for further related study.

An Analysis on Cases of Fashion Collaboration Strategy

( Eun Young Jang ) 한국패션비즈니스학회 2006 패션 비즈니스 Vol.10 No.6

The purpose of this study is to analyze the various types and areas of recent collaborations in fashion industry and to find the utility value of collaboration. Seventy seven cases of fashion collaboration marketing strategies were selected from officially announced literature survey and enterprises information around the world. Among the seventy seven cases of fashion collaboration surveyed in this study, collaboration with other fields made up 59.7 percent, collaboration between the same fashion categories made up 40.3 percent. Among the areas of other fields, collaboration with IT(Information Technology) or Motor enterprises were included and made up 36.4 percent. Collaborations with Culture and art world that fashion brands collaborate with world-renowned industrial designer or artist and star entertainers were also included and made up 23.3 percent. Among the areas of the same categories, collaboration of fashion designer and sports or casual brand made up 22.1 percent. Collaborations of home shopping mall and fashion designer made up 18.2 percent. Collaboration cases surveyed in this study were classified according to three types; co-product development, co-branding, and co-marketing. Collaboration for co-product development made up 72.7 percent. Collaboration for co-branding made up 27.3 percent. Collaboration for co-marketing made up 37.7 percent. These collaboration marketing strategies are very efficient to upgrade brand image and cut the marketing cost by creating new target, product, brand, and promotion through successful partnerships. Therefore, much more various types and areas of fashion collaborations should be developed to create something new for future consumers.

Citation Impact of Collaboration from Intra- and Inter-disciplinary Perspectives: A Case Study of Korea

Lee, Jae Yun,Chung, EunKyung Korea Institute of Science and Technology Informat 2018 Journal of Information Science Theory and Practice Vol.6 No.1

Purpose - This research aims to examine collaboration from a disciplinary perspective in Korea. There are needs to explore to what extent researchers collaborate by discipline and across discipline along with the impact of collaboration. Design/methodology/approach - In order to investigate collaboration with respect to entire discipline areas and author-declared discipline information we analyzed a national researcher information database (Korean Researcher Information) with a citation index database (Korean Citation Index) covering the entire range of discipline. This study analyzed the data sets for 10 years (2004-2013) including a total of 8 categories and 119 sub-categories of disciplines, 109,551 researchers, 650,263 articles, and 1,170,039 citations in Korea. Findings - The results demonstrate that there are different intensities of collaboration from heavy to minimal across disciplines. In examining collaboration in terms of author and discipline levels, the results show that collaboration in author level rises, then inter-disciplinary collaboration increases accordingly, in most of the 119 discipline sub-categories. A number of disciplines, however, tended to collaborate more intensely within their own rather than with other disciplines. Moreover, the impact of collaboration tended to change over time depending on the types of collaboration. Specifically, inter-disciplinary collaboration was likely to have more immediate impact as pioneer research, especially among more than three disciplines, whereas the impact of intra-disciplinary collaboration is higher as time passes. Originality/value - In this research, a disciplinary investigation on collaboration is conducted for the entire range of disciplines in Korea. Through analyzing distinctive author-declared discipline information from the KRI, this research examines the intensities of collaboration across disciplines, collaboration in author level, and the impact of collaboration.

Collaboration Development Factors and Consideration for Community Health Promotion Practice

Seunghyun Yoo 한국보건교육·건강증진학회 2010 보건교육건강증진학회지 Vol.27 No.5

서론: 지역사회 건강증진을 위한 협력이 강조되고 있으나 협력의 개념과 과정에 대해서는 아직 모호한 점이 많다. 협력은 강도와 단계에 따라 구분될 수 있고, 서구에서는 협력 개발에 영향을 미치는 요인에 대한 연구가 활발하게 진행되어 왔다. 국내에서 지역사회 건강증진을 위한 협력개발 논의를 위해서는 선행연구과 현재 동향에 대한 이해가 필요하다. 본론: 협력은 개입과 지속성의 정도에 따라 단순 연계(networking)부터 공동기획과 운영의 협력(collaborating)까지 여러 종류로 구분된다. 협력의 개발단계는 보통 형성-수행-유지-정착의 4단계를 거치며, 이러한 과정에서 중요한 영향 요인으로는 협력의 목적에 대한 이해, 협력 수행 체계 마련, 자원의 확보, 참여자와 리더십의 특성, 협력을 위한 여건, 정보공유와 소통을 들 수 있다. 논의: 선행연구의 협력 단계와 요인 논의는 지역사회 기반 조직들과 공공보건체계, 보건학계의 협력이 활발하고 협력을 위한 독립체계와 자원 지원이 존재하는 상황에서 이루어지고 있다. 우리 현실상황에 적합한 협력개발을 위해서는 선행 협력사례의 교훈을 수용하되 서구의 연구와의 맥락적 차이를 분석해야 하며, 상황분석을 통한 현장 맥락의 철저한 이해와 횡적?종적 조화를 도모하는 지역사회 협력이 본질적으로 가능하도록 현재 보건체계안에서 분위기 조성이 이루어져야 한다. Background: Although collaboration for community health is emphasized, the concept and process of collaboration are rather unclear. International research has classified the types of collaboration and focused on the factors influencing successful collaboration. Greater attention is needed for collaboration practice and research domestically. Findings: By the level of intensity, the types of collaboration range from simpler networking to more formal and sophisticated collaboration. A 4-stage collaboration development consists of formation, implementation, maintenance, and institutionalization stages. Influential factors for collaboration development include: shared goals; operational structure and process; sufficient resources; member and leadership characteristics; environment and climate for collaboration; and information exchange and communication. Discussion: Most of collaboration research so far has dealt with partnerships and coalition building with community-based organizations, and much attention is given to private-public partnership for health. Contextual understanding and collaborative environment are the foremost tasks for us to enhance collaboration for community health in our centralized public health system.

Collaboration Strategies of Fashion Companies and Customer Attitudes

Eunha Chunt,Linda S. Niehm 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.1

Collaboration strategies entail infonnation sharing and other varied fonns of cooperation that are mutually beneficial to the company and stakeholder groups. This study addresses the specific types of collaboration used in the fashion industry while also examining strategies that have been most successful for fashion companies and perceived benefits of collaboration fi'om the customer perspective. In the present study we define fashion companies and brands as collaborators and their pmtners or stakeholders as collaboratees. We define collaboration as a cooperative relationship where more than two companies, brands or individuals provide customers with beneficial outcomes utilizing their own competitive advantages on an equal basis. Collaboration strategies entail infOlmation sharing and other varied fonns of cooperation that are mutually beneficial to the company and stakeholder groups. Through collaboration, fashion companies have pursued both tangible differentiation, such as design and technology applications, and intangible differentiation such as emotional and psychological benefits to customers. As a result, collaboration within the fashion industry has become an important, value creating concept. This qualitative study utilized case studies and in-depth interview methodologies to examine customers' attitudes concerning collaboration in the fashion industry. A total of 173 collaboration cases were identified in Korean and international markets from 1998 through December 2008, focusing on fashion companies. Cases were collected from documented data including websites and induSl1y data bases and top ranked pOltal search sites such as: Rankey.com; Navel', Dawn, and ate; and representative fashion infonnation websites Samsungdesignnet and Firstviewkorea. Cases were collected between ovember 2008 and FeblUmy 2009. Cases were selected for the analysis where one or more pmtners were associated with the production of fashion products (excluding textile production), retail fashion products, or designer services. Additional collaboration case information was obtained from news mticles, periodicals, intemet portal sites and fashion inforn1ation sites as conducted in prior studies (Jeong and Kim 2008; Park and Park 2004; Yoon 2005). In total, 173 cases were selected for analysis that clearly exhibited the benefits and outcomes of collaboration efforts and strategies between fashion companies and stakeholders. Findings show that the overall results show that for both partners (collaborator and collaboratee) participating III collaboration, that the major benefits are reduction of costs and risks by sharing resource such as design power, image, costs, technology and targets, and creation of synergy. Regarding types of collaboration outcomes, product/design was most important (55%), followed by promotion (21 %), price (20%), and place (4%). This result shows that collaboration plays an important role in giving life to products and designs, particularly in the fashion industry which seeks for creative and newness. To be successful in collaboration efforts, results of the depth interviews in this study confinn that fashion companies should have a clear objective on why they are doing the collaboration. After setting the objective, they should select collaboratees that match their brand image and target market, make quality co-products that have definite concepts and differentiating factors, and also pay attention to increasing brand awareness. Based on depth interviews with customers customer benefits were categOlized into six factors: pursuit fo; individual character; pursuit for brand; pursuit for scarcity; pursuit for fashion; pursuit for economic efficiency; and pursuit for sociality. Customers also placed more impOItance on imao-e 0' reputation, and trust of brands regarding the cases shown in the interviews.

Collaboration Strategies of Fashion Companies and Customer Attitudes

전은하,Linda S. Niehm 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.1

Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. This study addresses the specific types of collaboration used in the fashion industry while also examining strategies that have been most successful for fashion companies and perceived benefits of collaboration from the customer perspective. In the present study we define fashion companies and brands as collaborators and their partners or stakeholders as collaboratees. We define collaboration as a cooperative relationship where more than two companies, brands or individuals provide customers with beneficial outcomes utilizing their own competitive advantages on an equal basis. Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. Through collaboration, fashion companies have pursued both tangible differentiation, such as design and technology applications, and intangible differentiation such as emotional and psychological benefits to customers. As a result, collaboration within the fashion industry has become an important, value creating concept. This qualitative study utilized case studies and in-depth interview methodologies to examine customers’ attitudes concerning collaboration in the fashion industry. A total of 173 collaboration cases were identified in Korean and international markets from 1998 through December 2008, focusing on fashion companies. Cases were collected from documented data including websites and industry data bases and top ranked portal search sites such as: Rankey.com; Naver, Daum, and Nate; and representative fashion information websites, Samsungdesignnet and Firstviewkorea. Cases were collected between November 2008 and February 2009. Cases were selected for the analysis where one or more partners were associated with the production of fashion products (excluding textile production), retail fashion products, or designer services. Additional collaboration case information was obtained from news articles, periodicals, internet portal sites and fashion information sites as conducted in prior studies (Jeong and Kim 2008; Park and Park 2004; Yoon 2005). In total, 173 cases were selected for analysis that clearly exhibited the benefits and outcomes of collaboration efforts and strategies between fashion companies and stakeholders. Findings show that the overall results show that for both partners (business and customer) participating in collaboration, that the major benefits are reduction of costs and risks by sharing resource such as design power, image, costs, technology and targets, and creation of synergy. Regarding types of collaboration outcomes, product/design was most important (55%), followed by promotion (21%), price (20%), and place (4%). This result shows that collaboration plays an important role in giving life to products and designs, particularly in the fashion industry which seeks for creative and newness. To be successful in collaboration efforts, results of the depth interviews in this study confirm that fashion companies should have a clear objective on why they are doing the collaboration. After setting the objective, they should select collaboratees that match their brand image and target market, make quality co-products that have definite concepts and differentiating factors, and also pay attention to increasing brand awareness. Based on depth interviews with customers, mutual benefits were categorized into six factors: pursuit for individual character; pursuit for brand; pursuit for scarcity; pursuit for fashion; pursuit for economic efficiency; and pursuit for sociality. Customers also placed more importance on image, reputation, and trust of brands regarding the cases shown in the interviews. The overall results show that for both partners participating in collaboration, that the major benefits are reduction of cost...

화장품 브랜드의 감성 콜래보레이션

정주영 ( Joo-young Jung ),신세영 ( Sae-young Shin ) 한국미용예술경영학회 2011 미용예술경영연구 Vol.5 No.2

Through this study, the symbolic consumption tendency focusing on brand image and emotional value was remarkable and the collaboration was tried by the strategy differentiating with other brands. The concept of cosmetics brand’s emotional collaboration could be defined and characteristics could be analyzed and stereotypicalized. The st\.idies for it are insufficient and intend to reveal the characteristics of emotional collaboration of cosmetics brands which are vitalized now by analyzing the examples. And, this study also intended to provide the information for emotional collaboration’ s applying situation in the cosmetics brand. The results of this study can be summarized as followed. The first, emotional collaboration is the emotional marketing strategy that collaborator (subject) and collaboratee (object) are share arts each other, aesthetic factor is magnified, products which have the possession value are developed, human emotion is stimulated and their purchase is drawn. The second, emotional collaboration is divided into direct collaboration that collaboratee designs container or gets involved into product’s development directly and indirect collaboration that he gets involved into the promotion -typed event. And, it was classified into 3 forms, container design participating form, product development participating form and event participating form. The third, if examining the distribution situation of collaboratees in the emotional collaboration, in the container design participation form, the distribution of artists were the highest and the product expressing artistic sense and creativity of collaboratee, artist, in the container was progressed the most collaboration with the high possession value. The event participating form which is the collaboration revealing its own artistry without getting into product directly with promotion form expressed the inspiration of product with the forms of wrapping paper’s design, poster, etc. All collaboratee of this form are artists and it is the collaboration whose form is performance combining the aspiration of product with the artistry of artist. The forth, the brand image could be changed by emotional collaboration. In the original brand image, when intending to obtain the images they want, such as naturalism brand, individual image, etc. through the emotional collaboration, the emotional collaboration was progressed with collaboratee of the area.

중소기업 성장단계별 협업동기・유형에 관한 사례연구

이철승,이윤철 피터드러커 소사이어티 2016 창조와 혁신 Vol.9 No.1

At the national level, vitalizing interaction of small and mid-sized enterprises and building up the corporate ecosystem based on the creative economy are the key concerns more than ever. In accordance with the social interests, this research analyze the cases of the collaboration activities among SMEs by deducting motivation, type and model according to stages of growth of SMEs. In conclusion, we draw solution to improve collaboration of SMEs. The research is divided into two parts. In the first part, we conduct the theoretical review on collaboration. The other part is about case study of collaboration of SMEs in Korea aimed at drawing the characteristics by each stages of growth of SMEs which is deducted as the collaboration model in this research. By conducting this process, we draw the conclusion as below. First, the SMEs started collaboration activities at the beginning stage tend to seek collaboration partners to overcome their limited resource capacity. Since CEO is the key driver of collaboration, it pushes ahead strongly. However, the scope of the finding collaboration partner is limited in short-distance or CEO's network. Second, the SMEs started collaboration activities at the growth stage generally hold a set of activities of value chain that a firm operating in a specific industry performs. Therefore their motivation acts much on expanding market share, improving technology than survival value. Third, the SMEs started collaboration activities at the mature stage already occupy the leading position with having stable market share and profit. As the firm at the foremost position, their motivation is on digging a differentiated appealing point and enhancing their own brand image. As we explored above, various cases and types of collaboration activities among SMEs are the obvious evidence of social fever of emphasizing building corporate ecosystem based on creative economy showing importance of collaboration. compared to previous researches have limited in single case study showing collaboration process and mutual relationship of two enterprises, this research have differentiation on drawing a conclusion that macroscopic Collaborative ecosystem lifecycle by examining various cases drawing collaboration trends of SMEs and stage of development. 국가차원에서 중소기업간 교류활성화와 창조경제 기반의 기업생태계 구축에 관한 관심이 그 어느 때보다 높은 상황에서 본 연구는 그 대안으로 부각하고 있는 기업의 협업 활동 사례를 분석함으로써 중소기업의 성장단계별 협업 동기・유형・모형을 도출하고 협업 활성화를 위해 나아가야할 방안을 모색하였다. 연구는 크게 협업에 대한 이론적 검토와 국내 중소기업의 사례연구로 구분하여 진행하였으며, 중소기업의 성장단계에 따라 3단계로 구분된 협업모형 즉, 기업성장단계별 협업특성을 정리하였다. 이를 바탕으로 기업성장단계별 차별화된 협업 동기・유형・모형을 검증한바, 연구결과를 요약하면 다음과 같다. 첫째, 창업기에 협업 활동을 시작한 중소기업은 협소한 자사의 자원역량을 극복하기 위해 협업파트너를 모색하는 경향이 있으며, 협업을 추진하는 핵심주체가 CEO인 까닭에 강력하게 추진되는 경향이 있으나, 협업파트너를 모색하는 범위가 지역 내 근거리 혹은 CEO의 네트워크를 크게 벗어나지 못했다. 둘째, 성장기에 협업 활동을 시작한 중소기업은 자사가 이미 가치사슬 상 전 과정을 보유하고는 있으나 기업경쟁력 강화차원에서 협업을 시작하는 것으로 판단되어 진다. 따라서, 생존의 가치보다는 시장(Market)내 시장점유율 확대, 기술개선 등이 협업동기로 작용한다고 볼 수 있다. 셋째, 성숙기에 협업 활동을 시작한 중소기업은 이미 업계 내 수위를 다투고 있거나, 안정된 시장과 수익성을 확보하고 있지만, 업계를 리드 하는 리딩 기업으로써 차별화된 소구점 발굴 및 브랜드 이미지 강화 차원에서 협업동기를 찾을 수 있었다. 위와 같이 다양한 협업사례와 유형은 창조경제기반의 기업생태계 열풍과 함께 중소기업 전반에 걸쳐 확산되고 있는 협업의 중요성을 여실히 보여주는 결과라고 할 수 있으며, 기존의 협업연구가 주로 단일 사례를 바탕으로 협업프로세스 및 양자적 관계에 한정되었던 것에 반해 본 연구는 다수의 사례를 검토하여 중소기업의 협업 트렌드 및 발전단계를 파악함으로써 거시적 협업생태계 라이프사이클을 도출하고자 한 것에서 차이점을 갖는다.