전략적 강조(Strategic emphasis)가 기업 성과에 미치는 영향에 관한 연구: 미국과 중국 시장 차이의 관점에서

김민중 ( Minchung Kim ),김광호 ( Kwang-ho Kim ),김영희 ( Yonghee Kim ) 한국국제경영학회 2021 國際經營硏究 Vol.32 No.1

마케팅과 R&D의 상대적 비중으로 측정되는 전략적 강조(strategic emphasis)가 기업 성과에 어떠한 영향을 미치는 지는 주로 미국 상장 기업들의 자료에 의존하여 연구 되어 왔다. 하지만 이머징마켓의 중요성이 증대되고 국가간 경제의 상호의존성이 높아지고 있음을 고려할 때, 전략적 강조가 기업 성과에 미치는 영향이 선진국 뿐만 아니라 이머징마켓에서도 나타나는지를 살펴보는 연구는 중요하다고 할 수 있다. 따라서 본 연구는 중국 시장에 상장된 기업들의 자료를 분석하여 전략적 강조가 중국 상장 기업들의 성과에 어떠한 영향을 미치는지를 살펴보고 더 나아가 그 영향이 선진국인 미국과 이머징 마켓인 중국에서 어떻게 다른지 비교하고 있다. 또한 상당수의 중국 기업들이 국영기업들임을 감안할 때, 국영기업에서 전략적 강조의 효과가 감소 또는 증대되는지를 살펴본다. 중국과 미국 기업들의 자료를 분석한 결과, 중국 시장에서 전략적 강조가 기업 성과에 긍정적인 영향을 미치며, 그 영향은 미국에서 보다 중국에서 더 크게 나타났다. 또한, 전략적 강조의 기업 성과에 대한 긍정적인 영향이 중국의 국영기업일수록 줄어드는 것으로 나타났다. 이와 같은 연구 결과는 기업들이 한정된 자원을 가치 창출 활동과 가치 전유 활동에 어떻게 배분하는지에 따라 기업 성과가 달라지고, 또한 시장 환경에 따라 자원배분 효과가 달라진다는 점을 의미하여 다국적 기업의 글로벌전략 수립에 중요한 시사점들을 제시한다. Prior studies examined the impact of strategic emphasis on firm performance predominantly with the data from a developed country like the US. Thus, there is little insight on strategic emphasis and its impact in an emerging market. This is an important research gap given the growing importance of emerging markets and the interdependence of economies across the nations. This study fills this research gap by examining the impact of strategic emphasis on firm performance with a sample of the Chinese firms, and further by comparing its impact between in China and the US. By analyzing 3,961 and 3,084 firm-year observations from China and the US, respectively, we found that strategic emphasis enhances the firm performance in China, and this positive link is stronger in China than in the US. We also found that the positive impact of strategic emphasis is mitigated when the firm is owned by the government (i.e., state-owned enterprise). Our findings provide implication for international business by suggesting that resource allocation between value creation and value appropriation should be different depending on the target market structure.

Devosia rhizoryzae sp. nov., and Devosia oryziradicis sp. nov., novel plant growth promoting members of the genus Devosia, isolated from the rhizosphere of rice plants

Chhetri Geeta,Kim Inhyup,Kang Minchung,Kim Jiyoun,So Yoonseop,Seo Taegun 한국미생물학회 2022 The journal of microbiology Vol.60 No.1

Two novel Gram-negative, aerobic, asporogenous, motile, rodshaped, orange and white pigmented, designated as LEGU1T and G19T, were isolated from the roots of rice plants, collected from Goyang, South Korea. Phylogenetic analysis based on their 16S rRNA gene sequences revealed that they belonged to the genus Devosia and formed a different lineage and clusters with different members of the genus Devosia. These strains shared common chemotaxonomic features. In particular, they had Q-10 as the sole quinone, phosphatidylglycerol, diphosphatidylglycerol as the principal polar lipids and C16:0, C18:1 ω7c 11-methyl and summed feature 8 (comprising C18:1 ω7c/ C18:1 ω6c) as the main fatty acids. The draft genome sequences of strains LEGU1T and G19T were 3,524,978 and 3,495,520 bp in size, respectively. Their average nucleotide identity (ANI) and digital DNA-DNA hybridization (dDDH) values were 72.8–81.9% and 18.7–25.1%, respectively, with each other and type strains of related species belonging to the genus Devosia, suggesting that these two strains represent novel species. The G + C content of strains LEGU1T and G19T were 62.1 and 63.8%, respectively. Of the two strains, only LEGU1T produced carotenoid and flexirubin-type pigment. Both strains produced siderophore and indole acetic acid (IAA) in the presence of L-tryptophan. Siderophore biosynthesis genes, auxin responsive genes and tryptophan biosynthesis genes were present in their genomes. The present study aimed to determine the detailed taxonomic positions of the strains using the modern polyphasic approach. Based on the results of polyphasic analysis, these strains are suggested to be two novel bacterial species within the genus Devosia. The proposed names are D. rhizoryzae sp. nov., and Devosia oryziradicis sp. nov., respectively. The plant growth promoting effects of these strains suggest that they can be exploited to improve rice crop productivity. The type strain of D. rhizoryzae is LEGU1T (KCTC 82712T = NBRC 114485T) and D. oryziradicis is G19T (KCTC 82688T = NBRC 114842T).

Expatriate Staffing and Foreign Affiliate’s Labor Productivity: Contingent on Foreign Production Intensity and Cultural Distance

Seungrae Lee,MinChung Kim 한국무역학회 2021 Journal of Korea trade Vol.25 No.1

Purpose – This study examines the effects of expatriate transfer on foreign affiliate’s labor productivity. Design/methodology – Using Korean-owned foreign affiliate-level data, we estimate the effect of expatriate transfer on foreign affiliate’s labor productivity using the system generalized method of moments model. We also consider foreign affiliate- and host country-specific contingencies and test how they are associated with expatriates in enhancing foreign affiliate’s labor productivity. Findings – We consider foreign production intensity and cultural distance between the home (i.e., South Korea) and host countries as key contingencies that influence the effect of expatriates on foreign affiliate’s labor productivity. We find that expatriates are effective in enhancing the labor productivity of less production-intensive foreign affiliates. This effect is strengthened as expatriates are deployed to countries that share cultural similarities with the home country. Originality/value – Considering that previous studies provide mixed results on the effect of expatriates, our findings suggest that foreign affiliate-specific operational orientation and cultural distance should be considered jointly to understand the true effect of expatriate staffing on foreign affiliate performance.

BRAND EXPLORATION IN METAVERSE: EFFECTS OF SELF-AVATAR RESEMBLANCE ON BRAND ATTITUDE AND PURCHASE INTENTION, AND MODERATED MEDIATION OF COPRESENCE

Jaehyun Lee,MinChung Kim,Yeolib Kim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

A ‘brand’ metaverse is a virtual space where customers experience the brand via digital avatars. With the advancement of augmented and virtual reality technologies, a brand metaverse is an important medium for communicating the brand with customers. In this study, we focus on the resemblance between a customer’s self and his/her avatar (i.e., self-avatar resemblance) in the brand metaverse and examine its influence on brand attitude. Prior studies examine self-avatar resemblance exclusively in non-brand-related virtual gaming platforms and test its effect on identity perception and immersion in the platforms. However, few studies probe the extent to which self-avatar resemblance influences customers' exploration in a brand metaverse and their attitude toward the brand. We fill this research gap by uncovering the positive effects of self-avatar resemblance on brand attitude and purchase intentions. Moreover, we proffer that the customers’ engagement toward the brand metaverse platform mediates the relationship between self-avatar resemblance and brand attitude. In addition, based on the interactive nature of metaverse, we hypothesize copresence―the number of avatars exploring the brand metaverse at the same time―to be a moderator, which strengthens the mediation. We conduct an experiment using a fashion brand’s virtual world positioned in a popular metaverse platform. In this experiment, participants create an avatar and freely roam around in the brand metaverse with their avatars. By reviewing the screen recording of each participant’s brand exploration in the metaverse, we measure self-avatar resemblance and other constructs. We also collect responses from questionnaires designed to measure attitudinal and behavioral variables. With the accumulated data, we test the hypotheses using partial least square structural equation model and find the results largely consistent with the hypotheses. With the findings, we provide important and interesting implications to marketing practitioners considering and doing ‘metaverse marketing.’

THE CONSISTENCY OF CEO’S FASHION STYLE AND PERCEIVED TRUST

Jacob Chaeho Lee,MinChung Kim 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

The present research examines how a CEO exposed to the public through social media (e.g., Facebook) influences the trustworthiness of the CEO and his/her firm. In particular, we focus on and measure the consistency of a CEO’s fashion style across different occasions, and test the impact of the ‘fashion’ consistency on respondents’ perception on the CEO’s trustworthiness. Based on the previous literature on impression management, we define the consistency of a CEO’s fashion style as how similar (rather than different) the style of his/her clothes across multiple media exposures. We then manipulate the similarity of a CEO’s fashion style, which is the focal independent variable, and measure the subjects’ trust toward the CEO, which is the focal dependent variable. Study 1 is a scenario-based study in which participants read the description of either a fashion-consistent or -inconsistent CEO, and indicated the CEO’s perceived trustworthiness. We find that perceived trust is higher for the fashion-consistent CEO. Study 2 is an experiment in which participants read four news articles of a CEO featured on a social media (i.e., Facebook). Unbeknown to participants, fashion consistency was manipulated such that half of participants saw the news on a fashion-consistent CEO whereas the other half saw the news on a fashion-inconsistent CEO. Interestingly, the interaction between CEO gender and fashion consistency becomes significant, suggesting that for a male CEO, fashion consistency increased trust whereas for a female CEO, fashion inconsistency increased trust. The present research complements to the literature on the roles of fashion of employees including top managers on impression management. We also discuss other interesting and important implications of the results on the mechanism of the ‘fashion consistency’ effects.