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국제 브랜드 확장에 따른 가치 창출: 사건연구를 통한 실증분석을 중심으로
오한모 ( Oh Han-mo ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.4
Purpose: Underpinning the belief that the stock return to a marketing strategy signifies the long-term financial performance, the author study attempted to identify the drivers of value creation following international brand extensions. Research design, data, and methodology: Using the resource-advantage theory of competition as an underlying framework, the author developed an empirically testable model that can explain and predict how firms should wisely international brand extensions. The model was tested with a comprehensive dataset drawn from various secondary data sources. Results: The findings of the study reveal both the significant effect of brand innovativeness and the moderating effects of brand diversification level, extension type, cultural distance, and market type on value creation. Conclusions: International marketers should extend brands with high innovativeness when both the level of brand diversification and the cultural distance between a brand’s origin and a target market are low. In addition, if brands with high innovativeness, the line extension is more successful than the category extension. Finally, a brand with high innovativeness is more successfully extended in developed markets than in emerging markets.
제품 혁신을 통한 국제적 성장에 관한 연구: 다각화 상황의 조절효과를 중심으로
오한모 ( Oh Han-mo ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.5
Purpose: Despite insightful works regarding the nature of the processes and the rewards associated with product innovation, previous studies have little assessed when a firm`s product innovation leads truly to its international growth. Focusing on the roles of diversification contexts, the author attempted to address an issue of how firms can generate international growth from product innovation. Research design, data, and methodology: Drawing critically on the resource-advantage theory of competition, the author developed a model that may explain how firms achieve international growth through product innovation. The model was empirically tested with an event study on 175 announcements of international product innovation. Results: This results of the present study indicate that the innovativeness of a new product positively influences international growth and that related diversifiers achieve greater international growth through product innovation than do unrelated diversifiers. In addition, it is found that the level of diversification negatively moderates the effect of product innovativenesss on international growth. In contrast, competitor protection and market diversification positively moderate the effect of product innovativenesss on international growth. Conclusions: The author suggested that firms innovate products in order to achieve expected growth in international markets by considering the following issues. First, international marketing managers should deeply understand the components of product innovativeness because international product innovations can be effective when the innovativeness of a new product is high. Second, international marketing managers should consider the level of product diversification before developing new products internationally because international product innovation is likely to be more successful when the level of product diversification is low than is high. Third, international marketing managers should focus on the moderating role of the type of product diversification, competitor protection, and the level of market diversification in international product innovation because a low level of each of the factors can alleviate the positive effects of product innovation on international growth although a firm has a strong innovativeness.
폐경 여성의 골밀도 변화를 중심으로 한 치료 방법의 비용효과적 비교
오한진 ( Han Jin Oh ),김의현 ( Ui Hyun Kim ),오장균 ( Jang Kyun Oh ),윤현구 ( Hyun Koo Yoon ),한인권 ( In Kwon Han ) 대한폐경학회 2001 대한폐경학회지 Vol.7 No.1
N/A Background : There were many strategies to treat postmenopausal women with osteoporosis. Because of bone mass measurement confirms the existence of osteoporosis and also predicts the risk of fracture, the effectiveness of the treatment should be measured by the amount of increased bone mass. Methods : 311 postmenopausal Korean women were evaluated who visited one of university hospital located in Seoul from Aug. 1997 to July 2000, with respect to markers of bone turnover and BMD at lumbar spine. Subjects were classified into 3 groups, peri-menopause, early-menopause, and late-menopause by menopausal states. To evaluate the cost-effectiveness of treatment, we compared changes of BMD after 1-year of treatment and total drug costs for 1-year among 3 groups. And also to evaluated the cost-effectiveness between groups classified by WHO criteria, we also compared changes of BMD and total drug costs after 1-year. Results : Our results showed those findings: 1. The const-effectiveness was similar among 3 groups classified by the menopausal state. 2. Among three groups classified by bone density, osteopenia group showed significantly favorable cost-effectiveness score than normal or osteoporotic group.