South America에서 유통업체의 Cross Docking 실패사례 및 개선 방안

방원석,양광모,강경식 대한안전경영과학회 2006 대한안전경영과학회 학술대회논문집 Vol.2006 No.1

[수필 8인선]갈등(葛藤)

방원석 문예운동사 2004 문예운동 Vol.- No.83

디지털시대 샤오미(Xiaomi) 성공전략 사례 : 팬중심 소셜 미디어 비즈니스모델을 중심으로

방원석,정현화,손혜,강경완 한국전략마케팅학회 2018 마케팅논집 Vol.26 No.2

본 연구는 글로벌 스마트폰 기업인 샤오미(Xiaomi)가 현재 중국에서 1위, 세계 3위로 글로벌 기업을 위협하는 경쟁자로 급부상하게 된 성공요인을 확인하고자 한다. 경쟁우위의 성공요소를 팬중심의 소셜 미디어 비즈니스모델 관점을 중심으로 “미펀(Mifun)” 커뮤니티를 통한 팬중심의 고유한 조직 문화와 틈새시장을 목표로 차별화 된 제품을 ‘높은 사양 - 저렴한 가격’으로 포지셔닝 함으로써 차별화 마케팅에 성공하였다. 연구결과 샤오미의 성공요인은 (1) 외부 생태계 환경을 고려하여 소셜 미디어를 활용한 고객 중심의 커뮤니케이션 문화 구축 (2) 충성도 높은 미펀고객 커뮤니티를 통한 바이블 마케팅 (3) 고객 네트워크를 통한 소비자 욕구 파악 및 제품 개발 정보획득 (4) 커뮤니티 및 아웃소싱을 통한 생산의 비용 우위와 차별화 전략이 성공요인이라 할 수 있다. 따라서 본 연구는 소셜 미디어시대 팬중심 비즈니스 모델의 중요성과 CEO나 마케팅 책임자에게 비즈니스모델의 활용을 통한 성공요인이 무엇인지 전략적 시사점을 제시하자 한다. This study is to investigate the success elements of competitive advantage of ‘Xiaomi’ surging as the China‘s first and world’s third largest smartphone company at the beginning of the 4th industrial revolution in the digital age. Following the strategic concept of cost leadership and differentiation, we draw the success elements of competitive advantage of Xiaomi and its future goal and limitation to sustain competitive advantage them from fan-centric social media business model view. Xiaomi‘s strategies consist of several tactics; (1) establish communication culture centered on customers using social media considering external ecosystem environment (2) bible marketing using the Mifun loyal customer community (3) identify consumer needs and product development through customer network (4) cost advantage and differentiation strategy through community and outsourced production success. This Xiaomi case study provides some theoretical and managerial suggestions. First of all, in the theoretical view, the Xiaomi case study shows the importance of the fan-centric business model in the social media era. Next, in the managerial view, this case study suggests sucess factors through utilization of this business model to the CEO or marketing manager.

나드리(NADRI) CEO의 지속가능한 기업가 정신(Entrepreneurship)

방원석,임여진,박균열 한국윤리경영학회 2019 윤리경영연구 Vol.19 No.2

The purpose of this study is to reexamine the importance of entrepreneurship through the case of NADRI company, which has grown into a global jewelry company and suggests ethical competence, progressiveness, innovation, and risk- taking in entrepreneurship. We identify the impact of corporate top management’s entrepreneurship on the sustainable business, and examine the value-oriented management system based on NADRI’s entrepreneurship about how to grow entrepreneurship into a global company. This study is organized as follows. The ambiguity of the definition of entrepreneur- ship was rearranged, and we depicted a clearer understanding of entrepreneurship through a review of previous studies. Next, it consists of NADRI’s corporate intro- duction, growth, development process, and entrepreneurship of Choi Young-Tae, CEO of NADRI, and presents the relationship between entrepreneurship and perfor- mance. This study is to find out the implications of the management activities based on the entrepreneurship of the CEO who is the foundation of the company through the success cases of NADRI, a global jewelry company. As the case of this study shows, the CEO’s entrepreneurship is a key element of sustainable business, which has a great influence on management philosophy, corporate culture, and continuous management innovation. 본 연구의 목적은 글로벌 쥬얼리 기업으로 성장한 나드리(NADRI) 사례를 통해 기업가정신의 중요성을 재조명하며, 기업가 정신으로 윤리적 역량을 비롯하여 진취성, 혁신성, 위험감수성을 제시한다. 기업 최고경영자의 기업가정신에 따라 기업의 지속적인 경영에 미치는 영향력을 확인하고, 나드리(NADRI)의 기업가 정신을 바탕으로 한 가치 중심 경영 체계를 살펴봄으로써 기업가정신이 경영전반에 어떻게 연계되어 글로벌 기업으로 성장하였는지를 확인하고자 한다. 본 연구는 다음과 같이 구성되어 있다. 기업가 정신에 대한 정의에 대한 모호성을 재정리하고 선행연구 리뷰를 통해 기업가 정신에 대한 보다 명확한 이해를 묘사하였다. 다음으로, 나드리(NADRI)의 기업소개, 성장발달과정, 나드리(NADRI)의 CEO인 최영태 회장의 기업가 정신 그리고 기업과 정신과 성과관의 관계에 대한 연구로 구성되어 있다. 본 연구는 기업의 토대가 되는 최고경영자의 기업가정신을 기반으로 한 경영활동의 중요성을 글로벌 쥬얼리 기업인 나드리(NADRI)의 성공사례를 통해서 시사점을 찾고자 한다. 본 연구의 사례에서 보여주듯 최고경영자의 기업가정신은, 경영이념 및 기업문화, 그리고 끊임없는 경영혁신 등에 많은 영향을 미치며 지속적인 경영의 핵심요소라 할 수 있다.

기업가적마케팅(Entrepreneurial Marketing), 기업가적문화, 조직성과와 지속가능성에 관한 연구

방원석,조동환 한국경영컨설팅학회 2022 경영컨설팅연구 Vol.22 No.6

The purpose of this study is to verify the mediating effect of entrepreneurial culture on the effect of entrepreneurial marketing on organizational performance and sustainability to reveal the effectiveness of entrepreneurial marketing, which has recently attracted attention. To achieve the purpose of this study, the questionnaire was distributed and collected to non-profit public organization, and the 230 copies were used for the final analysis after purification work, and the hypothesis was verified using AMOS program. Based on the result of the research, first, as sub-factors of entrepreneurial marketing, six factors derived from the entrepreneurial marketing scale development were presented: networking resources, opportunity focus, innovativeness, risk-taking, value co-creation, and initiativeness. Second, it was confirmed that entrepreneurial marketing had a positive effect on entrepreneurial culture, and that entrepreneurial culture had a positive effect on organizational performance and sustainability, respectively. Third, it was found that entrepreneurial marketing has a positive effect on organizational performance and sustainability, which are the performance factors of the organization, through entrepreneurial culture. Based on these research results, academic and practical implications are presented. 본 연구의 목적은 최근 주목을 받고 있는 기업가적마케팅의 효과성를 밝히기 위해, 기업가적마케팅이 조직성과와 지속가능성에 미치는 영향에 있어서 기업가적문화의 매개효과를 검증하고자 한다. 본 연구의 목적을 달성하기 위해서 비영리적 성격의 공공기관을 대상으로 설문지를 배포 및 수집하고 정화작업을 거쳐 최종 230부를 최종분석에 사용하여, 신뢰성 및 타당성검증을 통해 구조방정식을 활용 가설을 검증하였다. 연구분석결과, 첫째, 기업가적마케팅 하위요소로 기업가적마케팅척도개발에서 도출된 네크워킹자원, 기회중심, 혁신성, 위험감수성, 가치창출, 진취성 등 여섯 가지를 제시하였다. 둘째, 기업가적마케팅이 기업가적문화에 긍정적 영향을 미치며, 기업가적문화는 조직성과와 지속가능성에 각각 긍정적 영향을 미치는 것으로 확인되었다. 셋째, 기업가적마케팅이 기업가적문화를 통해 조직의 성과요인인 조직성과와 지속가능성에 긍정적 영향을 미치는 것으로 나타났으며 이러한 연구결과를 바탕으로 학문적, 실무적 시사점을 제시한다.

사회적 기업가정신이 마케팅혁신과 지속가능성에 미치는 영향 -구조방정식과 인공신경망 분석방법 비교-

방원석,Reddy N. S.,신재익 한국인터넷전자상거래학회 2022 인터넷전자상거래연구 Vol.22 No.3

The purpose of this study is to examine the sub-dimensions of social entrepreneurship, such as pro-activeness, innovativeness, risk-taking, social orientation, marketing innovation, and sustainability, at a time when interest in social entrepreneurship is recently spreading around the world. To understand the relationships between factors of this study, a survey was conducted from March 15 to March 25, 2021, for members of government-affiliated public organizations, and the final 234 copies were used for analysis through unfaithful respondents and cleanup work. As a result of the study, first, as a sub-dimension of social entrepreneurship, social orientation was newly proposed in addition to the general three sub-dimensions of entrepreneurship, such as pro-activeness, innovation, and risk-taking. Second, as a result of examining the effects of pro-activeness, innovativeness, risk-taking, and social orientation, which are components of social entrepreneurship, on marketing innovation, it was confirmed that only innovativeness and social orientation had a significant positive effect on marketing innovation. Third, as a result of examining the effects of pro-actinveness, innovativeness, risk-taking, and social orientation, which are components of social entrepreneurship, on sustainability, it was confirmed that only innovativeness and social orientation factors had a significant positive effect on sustainability. Finally, it was found that marketing innovation has a positive effect on sustainability. Based on the results, meaningful academic and practical implications were presented.

공공기관에서의 사회적 기업가정신이 지속가능성에 미치는 영향: 보건의료기관을 중심으로

방원석,신재익,정대율 한국창업학회 2022 한국창업학회지 Vol.17 No.3

This study aims to confirm the relationship between social entrepreneurship's influence on marketing innovation and sustainability and to confirm the direct and indirect effects of marketing innovation for public institutions. A survey was conducted on employees working at a non-profit organization, one of the government agencies, and the final 210 questionnaires were used for analysis, excluding unfaithful respondents. As an analysis tools, SPSS 21.0 and AMOS 21.0 were used. To verify the validity and reliability of sampling data, confirmatory factor analysis, secondary factor analysis, correlation analysis were conducted. The hypotheses were verified through path analysis, moreover, total and direct and indirect effects were analyzed. The results are as follows. First, social entrepreneurship was found to have a significant positive effect on marketing innovation. Second, social entrepreneurship has a positive relationship with sustainability. Third, it was confirmed that social entrepreneurship had direct positive effect on sustainability, and had an indirect effect on sustainability through marketing innovation. Based on these research results, we suggested meaningful theoretical and practical implications for public institution and enterprise in Korea. This paper suggest that customer-oriented marketing and innovative services as well as enhancing entrepreneurship are important factors to achieve sustainable survival and growth for public institutions and enterprises. 본 연구의 목적은 공공기관을 대상으로 사회적 기업가정신이 기업의 지속가능성에 미치는 영향 관계를 살펴보고, 이들 사이에서 마케팅 혁신의 직․간접효과를 확인하고자 한다. 이를 위하여 정부산하기관의 하나인 비영리단체에 근무하는 직원을 대상으로 설문조사를 실시하였으며, 불성실한 응답자를 제외하고 최종 210부의 설문을 분석에 사용하였다. 분석 방법으로는 SPSS 21.0과 AMOS 21.0을 활용하여, 확인적 요인분석, 2차 요인분석, 상관관계분석, 총효과 및 직간접효과를 분석하고 경로분석을 통해 가설을 검증하였다. 연구 결과는 다음과 같다. 첫째, 사회적 기업가정신은 마케팅 혁신에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 사회적 기업가정신은 지속가능성과 정(+)의 관계를 갖는다. 셋째, 마케팅 혁신은 지속가능성에 직접적인 정(+)의 영향을 미칠 뿐만 아니라 사회적기업가 정신과 지속가능성의 관계에도 간접적인 영향을 미치는 것으로 확인하였다. 이러한 연구 결과를 바탕으로 최근 화두가 되는 공공기관의 ESG 경영에 관한 이론적, 실천적 시사점을 제시한다. 본 연구는 공익성을 중요시 하는 공공기관이 지속적 생존과 성장을 이루기 위해서는 구성원들의 기업가정신 함양과 함께 고객지향적인 마케팅의 혁신이 중요한 요소임을 밝히는 기여하고, 이를 향상시킬 수 있는 실무적 차원에서의 시사점들을 제시하는데 그 의의가 있다.

기업가적마케팅 활용을 통한 조직의 지속가능성 탐색

방원석,조동환 한국인터넷전자상거래학회 2022 인터넷전자상거래연구 Vol.22 No.6

Increasing uncertainty in the environment and rapid technological chang requires a new approach to responding to organizational sustainability. In this vein, the purpose of this study is to determine how the utilization of networking resources, opportunity focus, innovativeness, risk-taking, value co-creation and pro-activeness, which are sub-elements of entrepreneurial marketing, affect organizational sustainability. For the research subjects, a survey was conducted targeting public medical institutions under government control, and the final 230 copies were used for analysis. According to the analysis results of this study, first, it was confirmed that networking resources, innovativeness, and pro-activeness, which are sub-factors of entrepreneurial marketing, have a significant positive effect on organizational sustainability. Second, the risk-taking sub-dimension of entrepreneurial marketing was found to have a negative effect on organizational sustainability. Third, it was confirmed thatsustainability. opportunity focus and value co-creation, which are sub-factors of entrepreneurial marketing, did not have a significant effect on the relationship between organizational Based on the analysis results, academic and practical implications are presented.

A Study on the Effect of Entrepreneurship Marketing, Performance and Sustainability

방원석,박균열 국제인문사회연구학회 2022 Studies on Humanities and Social Sciences (SHSC) Vol.4 No.2

A Study on the Effect of Entrepreneurship Marketing, Performance and Sustainability* Wonseok Bang** & Gyunyeol Park*** Abstract: Entrepreneurship marketing (EM) is as a necessary tool for performance, and sustainability, creating value for the customer and social and corporate. The purpose of this study is to investigate the effect of how sub-dimensions of EM influence performance and sustainability and then would present meaningful implications. We suggest that six sub-dimensions of EM are pro-activeness, innovativeness, risk-taking, networking resources, opportunity focus, and value co-creation. Based on the research model, we predict the results between sub-dimensions of EM and performance, sustainability. The sub-dimensions of EM would influence performance and sustainability. Key Words: entrepreneurship marketing, performance, sustainability, value co-creation □ Received: Nov. 6, 2022, Revised: Dec. 30, 2022, Accepted: Dec. 30, 2022 * This paper was made through developing the author’s past short column. Park, Gyun Yeol, “Understanding North Korea’s Sociopolitical Structure”, Global NK Zoom & Connect, East Asia Institute, November, 2022. ** First Author, Professor, Gyeongsang National Univ., Email: bangws@gnu.ac.kr *** Corresponding Author, Professor, Gyeongsang National Univ., Email: pgy556@gnu.ac.kr.

기업가적마케팅(Entrepreneurial Marketing)이 비즈니스 지속가능성에 미치는 영향에 관한 연구

방원석,조동환 한국유통물류정책학회 2023 유통물류연구 Vol.10 No.4

기업은 경쟁에서 우위를 점하고 지속 가능한 성장을 달성하기 위해 다양한 마케팅 활동을 수행하는데 최근 조직의 지속가능성에 미치는 요인으로 기업가적 마케팅이 주목을 받고 있다. 이에 본 연구는 기업가적 마케팅이 마케팅 혁신을 통해 조직의 비즈니스 지속가능성의 하위요인인 경제적, 사회적, 환경적 요인에 각각 미치는 영향관계를 파악하고자 한다. 본 연구를 위해 비영리적 성격의 공공기관 산하의 의료조직을 대상으로 설문지를 배포 및 수집하고 정화작업을 거쳐 205부를 최종분석에 사용하여, 신뢰성 및 타당성 분석을 통해 구조방정식을 활용 가설을 검증하고자 한다. 본 연구결과 첫째, 8가지 하위요인으로 구성된 기업가적 마케팅이 마케팅 혁신에 긍정적 영향을 미첬다. 둘째, 마케팅 혁신은 비즈니스 지속가능성의 하위요인인 경제적, 사회적, 환경적 비즈니스 요인에 각각 유의미한 영향을 미치는 것으로 확인되었다. 본 연구는 학문적인 측면에서 기업가적 마케팅의 개념적 정의와 구성 요인, 그리고 마케팅 혁신과 비즈니스 지속가능성에 미치는 영향에 대한 이해를 증진시키고, 실무적으로는 조직이 지속적 경영을 위해 기업가적 마케팅의 바람직한 역할에 대한 시사점을 제공하고자 한다. Companies perform a variety of marketing activities to gain an edge over competition and achieve sustainable growth, and entrepreneurial marketing has recently been attracting attention as a factor affecting organizational sustainability. Accordingly, this study seeks to understand the influence of entrepreneurial marketing on economic sustainability, social sustainability, and environmental sustainability factors, which are sub-factors of an organization’s business sustainability, through marketing innovation. For this study, questionnaires were distributed and collected from medical organizations under non-profit public institutions, 205 copies were used in the final analysis to verify the hypothesis using structural equations. As a result of this study, first, entrepreneurial marketing, which consists of eight sub-factors, has a positive effect on marketing innovation. Second, marketing innovation was confirmed to have a significant impact on economic sustainability factors, social sustainability factors, and environmental sustainability factors, which are sub-factors of business sustainability. From an academic perspective, this study improves understanding of the conceptual definition and components of entrepreneurial marketing and their impact on marketing innovation and business sustainability. In practice, it helps organizations determine the desirable role of entrepreneurial marketing for sustainable management. I would like to provide implications for this.