금융산업의 빅데이터 경영 사례에 관한 연구: 은행의 빅데이터 활용 조직 및 프로세스를 중심으로

김규배,김용철,김문섭 강원대학교 경영경제연구소 2024 Asia-Pacific Journal of Business Vol.15 No.1

Purpose - The purpose of this study was to analyze cases of big data-driven business in the financial industry, focusing on organizational structure and business processes using big data in banking industry. Design/methodology/approach - This study used a case study approach. To this end, cases of two banks implementing big data-driven business were collected and analyzed. Findings - There are two things in common between the two cases. One is that the central tasks for big data-driven business are performed by a centralized organization. The other is that the role distribution and work collaboration between the headquarters and business departments are well established. On the other hand, there are two differences between the two banks. One marketing campaign is led by the headquarters and the other marketing campaign is led by the business departments. The two banks differ in how they carry out marketing campaigns and how they carry out big data-related tasks. Research implications or Originality - When banks plan and implement big data-driven business, the common aspects of the two banks analyzed through this case study can be fully referenced when creating an organization and process. In addition, it will be necessary to create an organizational structure and work process that best fit the special situation considering the company's environment or capabilities

Study on the Post-Merger Integration of IT Systems in the Retail Industry: The Case of M&A of a Department Store

김규배,황희중 한국유통과학회 2013 유통과학연구 Vol.11 No.9

Purpose - This study aimed to examine how the integration of IT systems was applied in the merger and acquisition (M&A) process in a Korean retail industry, based on the conceptual framework of a combination of related, existing literature. Research design, data, methodology – We employed the case study method, which involved literature reviews and interviews. We conducted a documentary survey and interviews regarding the M&A case for company A. Results – Company A had an integration strategy and plan with IT expertise before it began integrating both IT systems in D-Day. The IT integration of both systems was completed efficiently and effectively. Company A utilized not just one but all integration options, which was done in stages and according to situation. Conclusions - Companies should develop an integration strategy and have a clear integration plan with IT expertise in order to achieve successful integration. Companies trying to integrate IT systems during an M&A process can utilize all integration options in consideration of their business context and IT system conditions.

소비자 관여도를 고려한 브랜드 가치 제공, 브랜드 태도, 브랜드 애착의 관계

김규배,김병구 한국유통과학회 2016 유통과학연구 Vol.14 No.2

Purpose – Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology – The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions( utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results – The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions – Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

글로벌 브랜드에서 소비자-브랜드 관계 변수들의 인과관계 및 조절변수들의 효과

김규배,김병구 한국유통과학회 2017 유통과학연구 Vol.15 No.2

Purpose – There are many variables related to consumer-brand relationship such as brand attitude, attachment, commitment and brand loyalty and we should manage these all variables successfully to achieve a strong brand loyalty. The objective of this research is to investigate the path from brand attitude and brand attachment to brand commitment and brand loyalty. Specially, this article focuses on the moderating effects of brand type and consumer innovativeness in the causal relationships between variables. Research design, data, and methodology - The seven hypotheses were proposed and tested empirically in this research. Three of seven hypotheses were the effects of brand attitude and brand attachment on the brand commitment and brand loyalty. Another two hypotheses presented the moderating effect of brand type and other two hypotheses expressed the moderating effect of consumer innovativeness in the causal relationships between variables. Research data were collected from the surveying of university students and the 282 samples were used to test the proposed hypotheses empirically. We utilized SPSS 20.0 and AMOS 20.0 for statistical analyses such as reliability test, validity test and path analysis. Results - The results show that brand attitude influences the brand loyalty and brand attachment influences the brand commitment positively. The brand attachment also influences the brand commitment positively. We found that there is a moderating effect of brand type in the causal relationship between brand attitude and loyalty though there is no significant moderating effect in the causality between brand attachment and commitment. We also fount that there is no significant moderating effect of consumer innovativeness in the causal relationships among brand attitude, brand attachment, brand commitment and brand loyalty. In Summary, 5 of 7 hypotheses in this study were supported and 2 hypotheses were not supported. Conclusions – There is a path model of consumer-brand relationship from brand attitude and brand attachment to brand commitment and brand loyalty. Companies should provide their consumers with effective marketing program in every phase of consumer-brand relationship to build brand loyalty. In addition, there are possibilities that the relationships among brand attitude, brand attachment, brand commitment and brand loyalty are moderated by brand type and consumer innovativeness. Companies should consider perceived brand type and innovativenss of their consumers in planning and executing their various marketing programs for their brand management.

인수합병 과정의 브랜드 및 고객 통합에 관한 연구 : 백화점의 브랜드 네임 및 회원 통합을 중심으로

김규배 한국유통과학회 2012 유통과학연구 Vol.10 No.6

Many studies have focused on the importance of organizational integration when companies try to achieve growth through mergers and acquisitions (M&A). However, there has been little research that focuses on the new branding or customer base integration of the M&A process, despite the fact that this integration is very important for achieving M&A goals and business performance in industries such as retail. The purpose of this study is to provide an M&A case study of the retail industry, focused especially on the new branding and customer integration of two department stores. This study examined key integration processes in terms of brand name and membership systems of both companies by examining how the merged company achieved its new branding and the integration of its membership systems. The methodology of this research is the case study, which is used in both normative and empirical studies for distribution research in Korea. This research analyzes the case of both new branding and customer membership systems of the two companies. The new branding initiatives of this case centered on decision making including brand extension and brand naming. The customer membership integration of the two companies is analyzed on the basis of the customer reward programs that include both financial and service rewards. This study shows the success factors of new branding and customer integration in the M&A process in terms of achieving marketing goals and business performance as follows:First, companies should identify the integration areas by analyzing the brand and membership of both companies and make a balanced decision for both the customer and company. Second, the goals of new branding and membership integration in the M&A process should not emphasize business efficiency from a short-term perspective but rather should consider brand power and business synergy from a long-term perspective. Third, the post-merger integration process of the brand or customer areas requires not only the organized execution of integration tasks but also follow-up programs for changes in business strategy and marketing-related programs to realize the synergy effects of integrated organization. Although this study provides a detailed review and analysis of the new branding and customer integration processes in post-merger integration and in identifying the primary decision-making areas of these processes, there are some limitations requiring further research that may overcome or compensate for these limitations. The suggested future research areas are as follows:First, since this research is a case study of only one M&A, it makes few theoretical contributions such as new propositions or theories or possibilities for generalization. This limitation can be overcome through further research using multiple cases, which may lead to new propositions. Second, the methodology of this study lacks sufficient rigor in terms of its analytic approach because this case study was developed and analyzed descriptively. Further research is needed to compensate for these limitations, such as using a theory-based approach or comparative analysis approach that makes case analysis more systematic

마케팅 관점의 인수 후 통합에 관한 연구 - 유통산업의 M&A 사례를 중심으로 -

김규배,김병재,윤준영 한국전략마케팅학회 2013 마케팅논집 Vol.21 No.2

많은 산업 내의 다양한 기업들이 M&A를 통한 생존과 성장을 시도하고 있으나 명확한 성공사례가 많지 않으며, 많은 연구 결과 M&A 성공 및 실패의 주요 원인이 인수 후 통합 과정에 달려 있다고 한다. 기존의 많은 연구들이 인수 후 통합 과정을 다루고 있으나 대부분 인사 및 조직 영역에 중점을 두고 있어 마케팅 관점의 통합에 대한 연구가 부족한 상황이며, 특히 마케팅 영역의 인수 후 통합에 대한 실제 사례 연구는 거의 찾아보기 어렵다. 본 연구는 애경백화점의 M&A 사례 연구를 통해 기업의 M&A과정에서 마케팅 관점의 통합과정이 어떻게 이루어지며, 그 중요성이 얼마나 큰지를 분석해 본 것이다. 이를 위해 애경백화점이 삼성플라자를 인수하는 전체 과정을 인수 전 단계와 인수 후 단계로 구분하고, 마케팅 영역의 고객, 영업조직, 브랜드, 마케팅 역량 관점의 이론적 틀을 구성하여 사례를 기술하고 분석하였다. 본 사례 연구를 통해 마케팅 관점의 인수 후 통합 과정에서 발생하는 주요한 이슈와 통합에 대한 중요 의사결정을 확인할 수 있었다. M&A 과정에서는 인수 초기에 고객 혼란과 우수고객 이탈을 방지하고, 양사의 회원관리를 통합해야 하는 등 고객 측면의 통합을 고려해야 하고, 양사의 영업력이 실질적인 통합 시너지를 낼 수 있는 단계적인 영업조직의 통합이 중요하며, 양사의 브랜드와 CI를 포함한 통합 브랜드에 대한 의사결정 및 이에 따른 마케팅 커뮤니케이션이 필요하고, 양사의 강점을 결합할 수 있는 마케팅 관련 역량의 상호 이전과 통합이 필요함을 알 수 있었다. Although many companies in various industries have tried to gain survival and growth with M&A, there has been few success stories and many researches show that the main causes of M&A success and failures are related with post-merger integration process. Many researchers have tried to study on the post-merger integration process focused on the human resource and organizational perspectives, while there have been few researches on post-merger integration of marketing perspectives and related case studies. The purpose of this research was to explain the process and importance of the post-merger integration of marketing perspectives by analyzing the case of marketing integration of M&A between Aekyung Department Store and Samsung Plaza in retail industry. For this purpose, this research examined how a company achieved its marketing integration processes based on the integration framework of both M&A process such as pre-merger & post-merger stages and marketing areas such as customer, sales forces, brand, and marketing expertise. This research shows the issues and decision makings of post-merger integration process focused on marketing perspectives. The companies trying to M&A for survival and growth should consider post-merger integration tasks of marketing areas such as minimizing the confusions and defections of existing customers in early M&A stage, integrating of membership systems and customer management of both companies, executing the integration of both sales forces for synergies gradually, making decisions on new branding of both companies and required marketing communication, and integrating of marketing expertise of both companies.

글로벌 브랜드에 대한 브랜드 태도, 브랜드 애착, 브랜드 몰입, 브랜드 충성도의 관계에 관한 연구

김규배,김병구 한국산업경제학회 2016 한국산업경제학회 정기학술발표대회 논문집 Vol.2016 No.5

브랜드에 대한 기존의 연구들은 제품의 편익이나 가치가 브랜드 태도에 영향을 미치고, 브랜드 태도가 브랜드 애착, 브랜드 몰입, 브랜드 충성도에 단계적으로 영향을 미치는 것으로 분석해 왔다. 그러나, 최근의 연구들을 살펴보면 제품의 편익이나 가치가 브랜드 태도와 애착에 동시에 영향을 미치는 결과들이 많이 나타나고, 더 나아가 브랜드 충성도에 이르는 경로가 이중 경로로 구성되어, 브랜드 태도를 통한 경로와 브랜드 애착을 통한 경로로 구분되는 것을 보여주기도 하였다. 본 연구는 특히 글로벌 브랜드에 대한 브랜드 태도, 브랜드 애착, 브랜드 몰입, 브랜드 충성도의 관계를 기존의 연구 결과들을 종합적으로 반영하여 검증해 보고자 하였다. 특히, 글로벌 브랜드에 대한 충성도에 이르는 경로가 소비자들이 해당 글로벌 브랜드에 대해 가지고 있는 관여도의 유형, 즉 실용적 브랜드인가 쾌락적 브랜드인가에 따라서 달라질 것으로 예상하였다. 또한 소비자 혁신성의 정도에 따라서도 인과관계 경로에 차이가 있을 것으로 예상하였다. 연구를 위해 유효표본 207명을 대상으로 주로 이용하는 글로벌 브랜드에 대한 설문조사를 실시하였고, 수집된 자료를 SPSS와 AMOS를 이용하여 분석하였다. 연구 결과, 브랜드 태도, 브랜드 애착, 브랜드 몰입, 브랜드 충성도에 이르는 인과관계 경로는 소비자들이 해당 글로벌 브랜드에 대한 관여도의 유형이 어떠한가에 따라 일부 차이가 나타나고 있었다. 또한, 일부 경로는 소비자의 혁신성 정도에 따른 차이도 보이는 것으로 나타났다. 이러한 연구 결과는 소비자의 특성에 따른 인과관계 경로에 차이가 있음을 보여줌으로써 기존 연구결과들이 다르게 나타날 수 있음을 보여주고 있다. 마지막으로, 본 연구결과를 토대로 한 이론적, 실무적 시사점을 제시하고 향후 연구 방향을 제안하고자 하였다.

A Study on the Success Factors of Biotech Cluster

김규배,김경근,정승환 동아시아경상학회 2020 The East Asian Journal of Business Economics Vol.8 No.2

Purpose – This study incorporated the success factors of bio cluster and provided the ways to utilize them for managing the performance of bio cluster. The aim of this study was to present an integrated framework for the success factors of the bio cluster by combining the literature and case studies, and to measure and manage the performance of the bio cluster. Research design, data, and methodology – This study combined the literature review with the case study. We reviewed the literature on the success factors of the bio cluster presented by existing studies. We studied some cases of how these factors are actually applied in the bio cluster also. We integrated the success factors of bio cluster based on both the literature review and the case study. Results – The success factors of the bio cluster presented in this study as an integrated framework were defined as six factors: knowledge base and expertise, industrial infrastructure, funding and investment, government support, start-up activities and innovation activities. These success factors can be measured and managed by some performance indicators of each factor. Conclusions – Through this study, we can identify the integrated success factors of the bio cluster and understand how these factors work in bio cluster. In addition, this integrated framework of success factors will be effectively utilized to measure and manage the performance of the bio cluster.

국내 글로벌 강소기업들의 특성에 대한 연구 : 해외 히든 챔피언들의 성공요인을 중심으로

김규배,김병구,Kim, Gyu-Bae,Kim, Byoung-Goo 한국벤처창업학회 2015 벤처창업연구 Vol.10 No.1

The purpose of this research is to explore the characteristics of Korean Global Hidden Champions focused on the success factors of foreign hidden champions. For this, we investigated the application process of these success factors of foreign hidden champions to Korean Global Hidden Champions and analyzed characteristics of Korean Global Hidden Champions with the cases of 11 companies. This research shows that there are the success factors of foreign hidden champions such as leadership and goals, self production, high-performance employees, market focus, continuous innovation, closeness to customer, globalization. This research also shows that there are some differences in the individual application process of success factors to each company. The Korean SME's trying to achieve the position of global hidden champions should know the success factors of foreign hidden champions clearly and investigate the application process of these success factors to Korean Global Hidden Champions carefully so that they may apply these lessons to their management processes and activities. 본 연구는 해외 글로벌 강소기업들의 핵심성공요인, 즉 히든챔피언의 원리를 바탕으로 국내 글로벌 강소기업들의 특성을 탐색하고자 하였다. 이를 위해 국내 11개 글로벌 강소기업들을 대상으로 사례 연구를 수행하여 해외 히든 챔피언들의 성공요인이 어떻게 적용되고 있는지 살펴보고, 이를 바탕으로 국내 글로벌 강소기업들의 특성을 분석하였다. 해외의 히든챔피언들이 보유하고 있는 성공원리인 시장을 지배하는 목표와 자체생산 능력, 고성과를 내는 직원들, 핵심 사업에의 집중과 지속적 혁신, 고객 친밀성과 세계시장 지향 등의 원칙들은 국내 글로벌 강소기업들의 특성에 대부분 적용되고 있었으나, 구체적으로 적용되는 과정에서는 보다 세분화된 형태로 다르게 나타나고 있었다. 국내 중소기업들이 글로벌 강소기업으로 성장하기 위해서는, 국내 글로벌 강소기업들도 공통된 성공요인으로 보유하고 있는 해외 히든 챔피언들의 성공원리와 이것이 국내 글로벌 강소기업들에 적용되는 과정을 자세히 살펴봄으로써, 자사의 특성에 맞는 활용 방안을 모색해야 할 것이다.

항공사의 요소 브랜드 제휴가 소비자 브랜드 평가에 미치는 영향에 관한 연구

김규배,김병재 한국항공경영학회 2010 한국항공경영학회 춘계학술대회 Vol.2010 No.-

많은 기업들이 브랜드 간의 제휴를 통한 마케팅 활동을 수행하고 있는 바, 브랜드 제휴 활동의 추세를 보면 기존의 유명한 브랜드들을 동시에 사용하는 공동 브랜드 제휴 전략의 사용보다 제품 및 서비스의 일부 요소에 집중하는 요소 브랜드 제휴 전략의 사용 빈도가 더욱 크게 증가하고 있다. 본 연구에서는 항공사 브랜드의 특성(일반 항공사, 저가 항공사)에 따른 요소 브랜드 제휴가 소비자 브랜드 평가에 미치는 영향에 대해 알아보고자 하였다. 또한 이러한 태도 변화가 요소 브랜드의 성격(실용적, 쾌락적), 소비자의 특성(고경험, 저경험)에 따라 달라질 것으로 예상하였다. 연구 결과, 일반 항공사의 경우보다 저가 항공사의 경우 요소 브랜드와의 제휴 효과가 더 긍정적인 것으로 나타났다. 또한 저가 항공사의 제휴 효과는 쾌락적 요소 브랜드와의 제휴보다는 실용적 요소 브랜드와의 제휴 시 더 긍정적인 것으로 나타났고, 저경험 소비자의 경우보다는 고경험 소비자의 경우 더 긍정적인 것으로 나타났다. 반면에, 일반 항공사의 경우 요소 브랜드 성격이 실용적일 때보다 쾌락적일 경우 제휴에 대한 태도 변화가 더 긍정적일 것이라는 가설은 지지되지 않았다.