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기업의 이슈소유권이 위기커뮤니케이션 수용에 미치는 영향
서지원(Jee Won Suh),차희원(Heewon Cha) 한국언론학회 2010 한국언론학보 Vol.54 No.6
This study testifies the effect of issue ownership on the level of acceptance of crisis communication strategies. Particularly, this study focuses on a mediation effect of corporate reputation between issue ownership and the acceptance. Since existing research has stressed upon accommodative communication but it has attached little weight to defensive communication, another purpose of this study is to identify those interaction effects between issue ownership, corporate reputation and crisis communication strategies on the acceptance. Verifying the aforementioned, the data were collected from 267 participants through the survey which short vignettes were used in. Major results of this study are as follows. Firstly, the complete mediation effect of corporate reputation between issue ownership and the acceptance of crisis communication strategies was verified. Among the interaction effects, secondly, the crisis communication strategies had a significant effect on the acceptance. Lastly, the interaction effect between issue ownership and crisis communication strategies on the acceptance was proved. This paper is meaningful as it expanded the discussion of issue ownership to the corporate crisis communication arena. Further, based on the concept of reputational expectation, this study tried to deepen the discuss on defensive crisis communication.
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徐志瑗 숙명여자대학교 대학원원우회 1986 원우논총 Vol.4 No.-
The purpose of this thesis is to study on the licensing of foreign trade mark as a kind of technology transfer. As a method of this study, the data in "The Import of Technology by Individual Firms" which are published by Ministry of Science and Technology are analysed. This paper presents the condition of the import of license of foreign trade mark as a kind of import of technology, and shos the problems of itself and the derived problems. And as a conclusion some proposals for them are presented. The proposals for the business management side are as follows; (1) The diversification of licensor-country is needed so as to minimize the problems caused b the bias of licensor-country. (2) The minimization of the unfaimess on contracts caused by competitive imports of license of foreign trade mark is needed. (3) The selective import of licensing of foreign trade mark, excluding nonessential consumption goods, is needed. (4) The long-run purpose of an import of license of foreign trade mark should be eventually to produce high quality products by establishing our own trade mark. And for the proposals toward the national economic side; (1) There should be consistent post-administration to improve the ussage effect of foreign trade mark and to minimize it's vicious side effects. (2) The consummer could be protected from misunderstanding the home-made goods under the license of foreign trade mark as genuine foreign goods, by using the combined trade mark both of the licensor and the licensee. (3) The consummer should clearly recognize home-made products, and so buy-home-made-goods-movement also needed so much. (4) The consummer should have planned-buying behavior. And they should buy the goods by it's quality rather than brand.
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