Collaboration Strategies of Fashion Companies and Customer Attitudes

전은하,Linda S. Niehm 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.1

Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. This study addresses the specific types of collaboration used in the fashion industry while also examining strategies that have been most successful for fashion companies and perceived benefits of collaboration from the customer perspective. In the present study we define fashion companies and brands as collaborators and their partners or stakeholders as collaboratees. We define collaboration as a cooperative relationship where more than two companies, brands or individuals provide customers with beneficial outcomes utilizing their own competitive advantages on an equal basis. Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. Through collaboration, fashion companies have pursued both tangible differentiation, such as design and technology applications, and intangible differentiation such as emotional and psychological benefits to customers. As a result, collaboration within the fashion industry has become an important, value creating concept. This qualitative study utilized case studies and in-depth interview methodologies to examine customers’ attitudes concerning collaboration in the fashion industry. A total of 173 collaboration cases were identified in Korean and international markets from 1998 through December 2008, focusing on fashion companies. Cases were collected from documented data including websites and industry data bases and top ranked portal search sites such as: Rankey.com; Naver, Daum, and Nate; and representative fashion information websites, Samsungdesignnet and Firstviewkorea. Cases were collected between November 2008 and February 2009. Cases were selected for the analysis where one or more partners were associated with the production of fashion products (excluding textile production), retail fashion products, or designer services. Additional collaboration case information was obtained from news articles, periodicals, internet portal sites and fashion information sites as conducted in prior studies (Jeong and Kim 2008; Park and Park 2004; Yoon 2005). In total, 173 cases were selected for analysis that clearly exhibited the benefits and outcomes of collaboration efforts and strategies between fashion companies and stakeholders. Findings show that the overall results show that for both partners (business and customer) participating in collaboration, that the major benefits are reduction of costs and risks by sharing resource such as design power, image, costs, technology and targets, and creation of synergy. Regarding types of collaboration outcomes, product/design was most important (55%), followed by promotion (21%), price (20%), and place (4%). This result shows that collaboration plays an important role in giving life to products and designs, particularly in the fashion industry which seeks for creative and newness. To be successful in collaboration efforts, results of the depth interviews in this study confirm that fashion companies should have a clear objective on why they are doing the collaboration. After setting the objective, they should select collaboratees that match their brand image and target market, make quality co-products that have definite concepts and differentiating factors, and also pay attention to increasing brand awareness. Based on depth interviews with customers, mutual benefits were categorized into six factors: pursuit for individual character; pursuit for brand; pursuit for scarcity; pursuit for fashion; pursuit for economic efficiency; and pursuit for sociality. Customers also placed more importance on image, reputation, and trust of brands regarding the cases shown in the interviews. The overall results show that for both partners participating in collaboration, that the major benefits are reduction of cost...

화장품 브랜드의 캐릭터 콜라보레이션 사례를 통한 콜라보레이션 유형 연구

김아람(Kim, Ah Rham),김보연(Kim, Boyeun) 한국디지털디자인협의회 2015 디지털디자인학연구 Vol.15 No.2

최근 화장품 업계의 마케팅 트렌드는 콜라보레이션이다. 경쟁적으로 확장된 화장품 시장은 소비자들의 선택을 더욱 까다롭게 만들어 콜라보레이션이 더욱 활성화되고 있다. 확산되고 있는 콜라보레이션 열풍 속에서 소비자에게 의미 있는 경험과 감성을 전달하는 방향을 탐구하는 연구가 중요해지고 있다. 따라서 본 연구는 ‘뷰라보’ 열풍을 이끌고 있는 캐릭터와 화장품 브랜드의 콜라보레이션의 사례를 수집하여 그 현황을 파악하고, 이 사례들을 분석하여 콜라보레이션을 통한 긍정적 효과가 발생할 수 있도록 정리하는 데 목적을 둔다. 이러한 연구목적 달성을 위해 먼저 문헌연구를 통해 콜라보레이션의 개념과 유형별 특징을 고찰한 다음, 화장품 브랜드와 캐릭터의 콜라보레이션 사례를 찾아 분석한다. 기존에 화장품의 콜라보레이션 사례연구나 유형의 분류에 대한 연구들은 있었지만, 특정 유형의 사례에 대한 심도 있는 연구는 진행되지 않았기에 본 연구에서는 여러 가지 콜라보레이션의 유형 중 캐릭터와의 사례를 한정하여 다룬다. 필립 코틀러의 긍정적 브랜드 이미지 연상 요소를 활용해 브랜드 이미지를 분석하고, 브랜드의 이미지 키워드를 도출하여 캐릭터의 이미지와 상관관계를 확인한다. 현재 화장품 브랜드에서의 콜라보레이션이 점점 확대되며 다양한 분야와의 콜라보레이션이 진행되고 있는 것에 비해 심도 있는 콜라보레이션에 대한 사례 분석연구는 아직 미비한 실정이다. 이런 점에서 본 연구가 캐릭터와 화장품 브랜드의 사례 분석을 통해 콜라보레이션의 다양한 유형을 정리하였다는 것에 의의가 있다. The most recent trend in the cosmetics industry is collaboration. In the midst of increased collaboration, the importance for research in the field of providing consumers with a meaningful and sensible experience is increasing. Therefore, this research collected and examined cases studies on ‘Beaulabo’, which is a trend setting cosmetic Brand and character collaboration movement, to determine the current state of the industry, and through the analysis of these case studies, this research study has the objective of suggesting a direction for positive influence through collaboration. In order achieve these research objectives, the concept and characteristics of different types of collaboration were examined through literature research, and cosmetic brand and character collaboration case studies were collected to be analyzed. This research focused on character type collaboration case studies. Using Philip Kotler’s concept of building positive brand associations, the images of brands were analyzed, and after deducing the keywords associated with the image of a brand, their correlation with the image of the character was examined. Through this examination, the best types of collaboration for the purpose of creating synergy effects were proposed. The use of collaboration is on the rise in the cosmetics industry, and relative to the amount of different industries and areas that collaboration is actively occurring, there is a lack of in-depth research on the case studies of brand and character collaboration. From this point of view, this research is significant in that it suggests different types of collaboration through the analysis of character and cosmetic brand collaboration case studies.

협업에 관한 대학생의 인식 연구

김선주 한국교양교육학회 2018 교양교육연구 Vol.12 No.3

The Study on the College Students’ Recognition to Collaboration In the era of the 4th Industrial Revolution, our education is at an urgent point to change into a talented person training program to cope with the future environment. Therefore, this study aimed to investigate the perception of college students about collaboration, one of the important competencies that college students should have. The purpose of this study was to provide training programs for strengthening collaboration capabilities and to help students to operate their curriculum to enhance their collaboration capabilities based on the recognition of collaboration among college students. This study analyzed the data of 407 college students in Seoul, Gyeonggi area, A, B, and C college. The results of this study are as follows. First, students with less than five times of collaboration experience accounted for more than 50% of all respondents, indicating that our college students lacked the ability to collaborate. Therefore, in order to cultivate the capacity to live in the era of the fourth industrial revolution and to fulfill its role as a successful worker, I think it is necessary to increase the opportunities for collaboration in universities. In the form of collaborative participation, we found that our students tend to be sincere and actively involved in collaboration. However, because of the inconvenience of collaboration, 'stress due to unfaithful team members' is the highest. Therefore, it is thought that responsibility education, communication ability, leadership education should be given priority for the performance of collaboration. Second, as more collaborative experience, more involvement as a leader, and more positive experience as a collaborator were found, the perception of collaboration necessity was higher. Therefore, it is very important for the instructor to create a collaborative environment in the educational field and to plan for a positive and positive experience. Third, the more positive perception about the effect of collaboration, the higher the mutual trust, the higher the necessity of collaboration. Therefore, it is necessary to help the students to acquire the effect of collaboration by creating a positive experience environment for collaboration. To develop college students' ability to collaborate, education for competency development should be promoted in the operation of university curriculum. In addition, the role of teachers as assistants and motivators is more important than anything else. This study has significance in that the students perceived the perception of the collaboration The results of this study will help to plan and operate collaborative programs in the educational field and contribute to enhance collaboration performance. 협업에 관한 대학생의 인식 연구김선주(성신여자대학교) 4차 산업혁명 시대를 맞아 우리 교육도 미래 환경에 대응할 수 있는 역량 있는 인재 양성 교 육으로 변화해야 할 시급한 시점에 놓여있다. 따라서 본 연구는 대학생이 갖추어야 할 중요 역량 중 하나인 협업에 관한 대학생의 인식을 알아보고자 하였다. 본 연구는 대학생들의 협업 인식을 토대로 하여, 협업 역량 강화를 위한 교육프로그램을 마련과 협업 역량 강화를 위한 교과목 운 영에 도움이 되고자 실시되었다. 본 연구는 서울, 경기지역 A, B, C 대학의 대학생 407명의 자료에 대해 분석하였다. 본 연구의 결과는 다음과 같다. 첫째, 협업을 경험한 횟수가 5회 미만인 학생이 전체 응답자의 50% 이상을 차지하고 있어, 우 리 대학생들의 협업 역량이 부족함을 알 수 있었다. 따라서 4차 산업 혁명시대를 살아가는 데 필 요한 역량을 기르고 성공적인 직장인으로서의 역할을 수행하게하기 위해서는 대학에서 협업의 기 회를 증가시켜야 할 것이라 생각된다. 협업 참여 형태에서는 우리 학생들이 협업을 할 때 주로 성 실하고 적극적으로 참여하는 경향을 가지고 있음을 알 수 있었다. 그러나 협업이 불편한 이유로 ‘불성실한 팀원으로 인한 스트레스’가 가장 높게 나타났으므로 협업의 성과를 위해 자신의 역할 수 행에 대한 책임감 교육과 의사소통 능력, 리더십에 대한 교육이 우선되어야 할 것이라 생각된다. 둘째, 협업 경험이 많을수록, 리더로 참여할수록, 협업에 대한 긍정적인 경험이 있을수록 협업 의 필요성에 대한 인식이 높게 나타났다. 따라서 교수자가 교육현장에서 협업 환경을 만들어주고 적극적이고 긍정적인 경험할 수 있도록 계획하는 것이 매우 중요하다. 셋째, 협업의 효과에 대해 긍정적으로 인식할수록, 상호간 신뢰가 있을수록 협업의 필요성에 대해 높게 인식하고 있었다. 따라서 협업에 대한 긍정적 경험 환경조성으로 협업의 효과를 스스 로 체득할 수 있도록 도와주어야 할 필요가 있다. 대학생들의 협업 역량을 길러주기 위해서는 대학의 교육과정 운영에서 역량 개발을 위한 교육 을 증진시켜야 한다. 또한 조력자, 동기부여자로서 교수자의 역할이 무엇보다 중요하다 할 수 있 다. 본 연구는 대학생들의 혐업에 대한 인식을 알아보았다는데 그 의의가 있다. 본 연구의 결과초 록35협업에 관한 대학생의 인식 연구는 교육현장에서 협업 프로그램을 계획, 운영하는데 도움이 되며 협업의 성과를 높이는데 일조 할 수 있을 것이다.

An Analysis on Cases of Fashion Collaboration Strategy

( Eun Young Jang ) 한국패션비즈니스학회 2006 패션 비즈니스 Vol.10 No.6

The purpose of this study is to analyze the various types and areas of recent collaborations in fashion industry and to find the utility value of collaboration. Seventy seven cases of fashion collaboration marketing strategies were selected from officially announced literature survey and enterprises information around the world. Among the seventy seven cases of fashion collaboration surveyed in this study, collaboration with other fields made up 59.7 percent, collaboration between the same fashion categories made up 40.3 percent. Among the areas of other fields, collaboration with IT(Information Technology) or Motor enterprises were included and made up 36.4 percent. Collaborations with Culture and art world that fashion brands collaborate with world-renowned industrial designer or artist and star entertainers were also included and made up 23.3 percent. Among the areas of the same categories, collaboration of fashion designer and sports or casual brand made up 22.1 percent. Collaborations of home shopping mall and fashion designer made up 18.2 percent. Collaboration cases surveyed in this study were classified according to three types; co-product development, co-branding, and co-marketing. Collaboration for co-product development made up 72.7 percent. Collaboration for co-branding made up 27.3 percent. Collaboration for co-marketing made up 37.7 percent. These collaboration marketing strategies are very efficient to upgrade brand image and cut the marketing cost by creating new target, product, brand, and promotion through successful partnerships. Therefore, much more various types and areas of fashion collaborations should be developed to create something new for future consumers.

국내 침구제품에 나타난 콜라보레이션 사례 연구

박상오(Park, Sang Oh),강은하(Kang, Eun Ha) 한국디자인문화학회 2015 한국디자인문화학회지 Vol.21 No.4

현대 소비자들의 소비생활과 가치에 대한 지적수준이 높아지면서 소비자들을 만족시키기 위한 디자인 개발전략으로 콜라보레이션이 주목되고 있다. 이러한 현상은 산업전반에 걸쳐 나타나고 있다. 더불어 최근 주거공간 및 침구제품에 대한 소비자들의 디자인적 관심과 소비가 증가함에 따라 관련 분야에서도 콜라보레이션을 통한 제품 디자인 개발이 새롭게 시도되고 있다. 따라서 본 연구의 목적은 국내 침구제품에 나타난 콜라보레이션 사례를 텍스타일디자인을 중심으로 분석함으로써 그 특성을 분석하고자하며 이를 통한 향후 국내 침구제품의 새로운 디자인 개발과 콜라보레이션 관련 연구에 기초 자료를 제공하는데 있다. 본 연구는 선행연구와 인터넷 자료, 관련 기사와 서적을 통한 이론적 고찰을 진행 하였으며 콜라보레이션의 유형별 사례현황, 그리고 2011년 이후의 국내 침구제품의 콜라보레이션 사례를 수집하여 색상, 문양, 패턴별 텍스타일디자인 분석을 진행하였다. 이론적 고찰의 결과 콜라보레이션 전략의 장점은 비즈니스 영역의 확장, 새로운 디자인 접목을 통한 매출 극대화, 기존의 브랜드 이미지 제고, 브랜드 제품 및 소비자 계층의 확대 등으로 나타났다. 또한 콜라보레이션 유형은 브랜드와 개인, 브랜드와 브랜드로 나뉘며 이는 패션, 가구, 패키지 디자인을 비롯한 다양한 분야에서 나타나고 있음을 알 수 있었다. 국내 침구제품의 콜라보레이션 사례를 분석한 결과 첫째, 브랜드와 개인 콜라보레이션 유형의 사례에서는 기존 브랜드의 침구에서 나타나는 기본 형태와 소재는 유지하면서 각 콜라보레이션 디자이너의 성향이 텍스타일디자인에 영향을 미치고 있는 것으로 나타났다. 둘째, 브랜드와 브랜드 콜라보레이션 유형의 사례에서는 이종업계와의 콜라보레이션을 통하여 기존의 제품들과는 차별화된 텍스타일디자인 컨셉을 접목하여 새로운 디자인제품이 개발 및 출시되고 있는 것을 알 수 있었다. 또한 이를 통하여 타깃 소비자 영역을 확장시키고 새로운 콜라보레이션 브랜드 런칭을 시도하는 것으로 나타났다. 셋째, 현재 국내 침구제품 콜라보레이션 사례에서는 타 분야에서는 나타나고 있는 브랜드와 아트, 브랜드와 스타의 콜라보레이션 유형이 아직까지 시도되지 않고 있어 보다 과감하고 다양한 디자인적 콜라보레이션의 시도가 필요하다고 사료된다. 향후 본 연구가 국내 침구제품의 다양한 콜라보레이션 텍스타일디자인 개발에 있어 이론적 자료로 활용되기를 기대한다. As the intellectual standard of modern consumers and their lifestyles is getting higher, collaboration is receiving attention for a design development strategy in order to satisfy the customers. This phenomenon is shown all over the various industries, and as living space is recognized as an important space recently, there are many product design development considering collaboration. Therefore, this study aims to analyze collaboration cases of domestic bedding products, and to provide basic data related to development and collaboration of domestic bedding products. For this study, we proceeded advanced research, theoretical studying based on internet data and related articles and literatures, collected cases of collaboration and collaboration cases of domestic bedding products since 2011 and analyzed the textile design for each color, shape and patterns. As the result of theoretical studying, the advantages of collaboration strategy is as follows; expansion of business, maximization of sales, reconstruction of image, pioneering new fields. And the types of collaboration classified into brands and individual, brands and brands, which was shown in various fields such as fashion, furniture, package design. As the result of analyzing the collaboration cases of domestic bedding products, in collaboration cases between brands and individual, the products reflected the design tendency of designers such as color, shape and pattern. Also, in collaboration cases between brand and brand, there was new attempt for new concept and to expend the consumer and launching new brand by collaboration. Also, in domestic bedding products collaboration cases, there was no collaboration shown between brand and art or brand and celebrities, so the collaboration type lacks in various cases. Sincerely hope, this study will contribute to strengthening the design competitiveness of fabric industry and increase of exportation by utilizing it as a theoretical data of design in developing the domestic bedding products.

Collaboration Strategies of Fashion Companies and Customer Attitudes

Eunha Chunt,Linda S. Niehm 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.1

Collaboration strategies entail infonnation sharing and other varied fonns of cooperation that are mutually beneficial to the company and stakeholder groups. This study addresses the specific types of collaboration used in the fashion industry while also examining strategies that have been most successful for fashion companies and perceived benefits of collaboration fi'om the customer perspective. In the present study we define fashion companies and brands as collaborators and their pmtners or stakeholders as collaboratees. We define collaboration as a cooperative relationship where more than two companies, brands or individuals provide customers with beneficial outcomes utilizing their own competitive advantages on an equal basis. Collaboration strategies entail infOlmation sharing and other varied fonns of cooperation that are mutually beneficial to the company and stakeholder groups. Through collaboration, fashion companies have pursued both tangible differentiation, such as design and technology applications, and intangible differentiation such as emotional and psychological benefits to customers. As a result, collaboration within the fashion industry has become an important, value creating concept. This qualitative study utilized case studies and in-depth interview methodologies to examine customers' attitudes concerning collaboration in the fashion industry. A total of 173 collaboration cases were identified in Korean and international markets from 1998 through December 2008, focusing on fashion companies. Cases were collected from documented data including websites and induSl1y data bases and top ranked pOltal search sites such as: Rankey.com; Navel', Dawn, and ate; and representative fashion infonnation websites Samsungdesignnet and Firstviewkorea. Cases were collected between ovember 2008 and FeblUmy 2009. Cases were selected for the analysis where one or more pmtners were associated with the production of fashion products (excluding textile production), retail fashion products, or designer services. Additional collaboration case information was obtained from news mticles, periodicals, intemet portal sites and fashion inforn1ation sites as conducted in prior studies (Jeong and Kim 2008; Park and Park 2004; Yoon 2005). In total, 173 cases were selected for analysis that clearly exhibited the benefits and outcomes of collaboration efforts and strategies between fashion companies and stakeholders. Findings show that the overall results show that for both partners (collaborator and collaboratee) participating III collaboration, that the major benefits are reduction of costs and risks by sharing resource such as design power, image, costs, technology and targets, and creation of synergy. Regarding types of collaboration outcomes, product/design was most important (55%), followed by promotion (21 %), price (20%), and place (4%). This result shows that collaboration plays an important role in giving life to products and designs, particularly in the fashion industry which seeks for creative and newness. To be successful in collaboration efforts, results of the depth interviews in this study confinn that fashion companies should have a clear objective on why they are doing the collaboration. After setting the objective, they should select collaboratees that match their brand image and target market, make quality co-products that have definite concepts and differentiating factors, and also pay attention to increasing brand awareness. Based on depth interviews with customers customer benefits were categOlized into six factors: pursuit fo; individual character; pursuit for brand; pursuit for scarcity; pursuit for fashion; pursuit for economic efficiency; and pursuit for sociality. Customers also placed more impOItance on imao-e 0' reputation, and trust of brands regarding the cases shown in the interviews.

Collaboration을 이용한 상품디자인의 가치 증가에 관한 연구

김곡미 ( Kim Gok Mi ) 한국상품문화디자인학회 2014 상품문화디자인학연구 Vol.37 No.-

최근에는 전혀 다른 분야의 기업과 브랜드가 만나 창의성이 돋보이는 마케팅 전략으로 소비자의 눈길을 사로잡고 있다. 이러한 현상을 콜라보레이션이라고 하는데 즉, 콜라보레이션은 전략적 제휴의 일종으로 서로 다른 두 브랜드가 만나 각자의 브랜드가 가지고 있는 경쟁력을 유기적으로 결합해 시너지 효과를 내는 것을 의미한다. 콜라보레이션 마케팅이 주목받는 이유는 무한 경쟁 체제 속에서 전통적인 방식의 마케팅이 더 이상 유효하지 않게 되면서, 새로운 시장을 창출하고 이에 따른 상품디자인을 만들어야 성공할 수 있다는 초경쟁의 시대에 들어섰기 때문이다. 아트 콜라보레이션, 명품 콜라보레이션, 패션 콜라보레이션 등 각기 다른 콜라보레이션 사례를 연구 분석하고 이해하며 급변하는 환경에서 소비의 유행주기에 맞는 상품디자인 개발의 의의를 찾고자 한다. 콜라보레이션은 본래 가지고 있던 브랜드 이미지와 소비자의 감성을 자극시키는 전략이 잘 맞게 계획되어져야 하며 소비자 자신만을 위한 상품이라는 소장의 가치를 지녀야 한다. 특히, 감성을 기업의 핵심 전략으로 활용하며 브랜드 인지도와 선호도를 동시에 올릴 수 있는 차별화된 연구가 지속되어야 할 것이다. 향 후 변화하는 트랜드에 맞는 분야별 콜라보레이션의 확대를 점차 기대하며 브랜드 이미지를 새롭게 정립하고 새로운 고객층을 흡수 해 나가는 콜라보레이션은 앞으로도 중요한 역할을 차지해 나갈 것으로 기대된다. In recent years, no other company in the field of creativity and compelling brand marketing strategy to meet eye-catching consumer. This phenomenon is called the collaboration that is, a kind of collaboration is a strategic partnership of two brands to meet different brands have their own competitive synergy combining organic means. Collaboration infinite competition in the marketing of traditional methods as no longer valid, and the resulting creation of new markets, products can be designed to create a successful seotgi second example is because in the era of competition. Art collaboration, Luxury collaboration, fashion collaboration, including research and analysis of different collaboration practices in a rapidly changing environment, understand, and consumption of products to fit the fashion cycle to find the significance of the design development. In collaboration with the brand image of the original had a strategy to stimulate the consumer``s emotional well-planned to be fit only for their products and that consumers, should have the value of the small intestine. In particular, the sensitivity of the company``s core strategy to simultaneously leverage their brand awareness and increase your preference studies should continue to be differentiated. Meet the changing trend toward the expansion of sector collaboration gradually establish a new brand and look forward to a new customer base will continue to absorb the outgoing collaboration is expected to continue occupying an important role.

Collaboration development factors and consideration for community health promotion practice

유승현 한국보건교육건강증진학회 2010 보건교육건강증진학회지 Vol.27 No.5

Background: Although collaboration for community health is emphasized, the concept and process of collaboration are rather unclear. International research has classified the types of collaboration and focused on the factors influencing successful collaboration. Greater attention is needed for collaboration practice and research domestically. Findings: By the level of intensity, the types of collaboration range from simpler networking to more formal and sophisticated collaboration. A 4-stage collaboration development consists of formation, implementation, maintenance, and institutionalization stages. Influential factors for collaboration development include: shared goals; operational structure and process; sufficient resources; member and leadership characteristics; environment and climate for collaboration; and information exchange and communication. Discussion: Most of collaboration research so far has dealt with partnerships and coalition building with community-based organizations, and much attention is given to private-public partnership for health. Contextual understanding and collaborative environment are the foremost tasks for us to enhance collaboration for community health in our centralized public health system.

중소기업 성장단계별 협업동기・유형에 관한 사례연구

이철승,이윤철 피터드러커 소사이어티 2016 창조와 혁신 Vol.9 No.1

At the national level, vitalizing interaction of small and mid-sized enterprises and building up the corporate ecosystem based on the creative economy are the key concerns more than ever. In accordance with the social interests, this research analyze the cases of the collaboration activities among SMEs by deducting motivation, type and model according to stages of growth of SMEs. In conclusion, we draw solution to improve collaboration of SMEs. The research is divided into two parts. In the first part, we conduct the theoretical review on collaboration. The other part is about case study of collaboration of SMEs in Korea aimed at drawing the characteristics by each stages of growth of SMEs which is deducted as the collaboration model in this research. By conducting this process, we draw the conclusion as below. First, the SMEs started collaboration activities at the beginning stage tend to seek collaboration partners to overcome their limited resource capacity. Since CEO is the key driver of collaboration, it pushes ahead strongly. However, the scope of the finding collaboration partner is limited in short-distance or CEO's network. Second, the SMEs started collaboration activities at the growth stage generally hold a set of activities of value chain that a firm operating in a specific industry performs. Therefore their motivation acts much on expanding market share, improving technology than survival value. Third, the SMEs started collaboration activities at the mature stage already occupy the leading position with having stable market share and profit. As the firm at the foremost position, their motivation is on digging a differentiated appealing point and enhancing their own brand image. As we explored above, various cases and types of collaboration activities among SMEs are the obvious evidence of social fever of emphasizing building corporate ecosystem based on creative economy showing importance of collaboration. compared to previous researches have limited in single case study showing collaboration process and mutual relationship of two enterprises, this research have differentiation on drawing a conclusion that macroscopic Collaborative ecosystem lifecycle by examining various cases drawing collaboration trends of SMEs and stage of development. 국가차원에서 중소기업간 교류활성화와 창조경제 기반의 기업생태계 구축에 관한 관심이 그 어느 때보다 높은 상황에서 본 연구는 그 대안으로 부각하고 있는 기업의 협업 활동 사례를 분석함으로써 중소기업의 성장단계별 협업 동기・유형・모형을 도출하고 협업 활성화를 위해 나아가야할 방안을 모색하였다. 연구는 크게 협업에 대한 이론적 검토와 국내 중소기업의 사례연구로 구분하여 진행하였으며, 중소기업의 성장단계에 따라 3단계로 구분된 협업모형 즉, 기업성장단계별 협업특성을 정리하였다. 이를 바탕으로 기업성장단계별 차별화된 협업 동기・유형・모형을 검증한바, 연구결과를 요약하면 다음과 같다. 첫째, 창업기에 협업 활동을 시작한 중소기업은 협소한 자사의 자원역량을 극복하기 위해 협업파트너를 모색하는 경향이 있으며, 협업을 추진하는 핵심주체가 CEO인 까닭에 강력하게 추진되는 경향이 있으나, 협업파트너를 모색하는 범위가 지역 내 근거리 혹은 CEO의 네트워크를 크게 벗어나지 못했다. 둘째, 성장기에 협업 활동을 시작한 중소기업은 자사가 이미 가치사슬 상 전 과정을 보유하고는 있으나 기업경쟁력 강화차원에서 협업을 시작하는 것으로 판단되어 진다. 따라서, 생존의 가치보다는 시장(Market)내 시장점유율 확대, 기술개선 등이 협업동기로 작용한다고 볼 수 있다. 셋째, 성숙기에 협업 활동을 시작한 중소기업은 이미 업계 내 수위를 다투고 있거나, 안정된 시장과 수익성을 확보하고 있지만, 업계를 리드 하는 리딩 기업으로써 차별화된 소구점 발굴 및 브랜드 이미지 강화 차원에서 협업동기를 찾을 수 있었다. 위와 같이 다양한 협업사례와 유형은 창조경제기반의 기업생태계 열풍과 함께 중소기업 전반에 걸쳐 확산되고 있는 협업의 중요성을 여실히 보여주는 결과라고 할 수 있으며, 기존의 협업연구가 주로 단일 사례를 바탕으로 협업프로세스 및 양자적 관계에 한정되었던 것에 반해 본 연구는 다수의 사례를 검토하여 중소기업의 협업 트렌드 및 발전단계를 파악함으로써 거시적 협업생태계 라이프사이클을 도출하고자 한 것에서 차이점을 갖는다.

재난관리 공무원의 전문성이 협력적 재난관리에 미치는 영향: 협력역량과 성과를 중심으로

이대웅,이다솔,이주현 한국방재학회 2019 한국방재학회논문집 Vol.19 No.2

To overcome the uncertainty and complexity of disasters, “collaborative disaster management,” which is based on collaboration, communication, and collective decision-making among various actors, is being emphasized (Kapucu & Garayev, 2011). In particular, the collaborative capacity of disaster management officials, as actors who institutionalize and conduct collaborative disaster management, is very important for the successful implementation of collaborative disaster management. Therefore, disaster management officials should improve their collaboration capacity and performance by increasing their expertise. Thus, the research question of this study is as follows: "How does the expertise of disaster management officials affect collaboration capacity and performance?" In particular, the impact of the knowledge, experience, work ability, and attitudes of disaster management public servants on their collaborative capacity was analyzed. In addition, the impact of the expertise of disaster management officials on their performance was analyzed by mediating the capacity of collaboration between government organizations and public-private collaboration. The analysis results are as follows. First, scientific knowledge, work ability, and attitude have improved collaboration capacity among government organizations. Second, scientific knowledge, work ability, and attitude have improved the capacity of collaboration between public and private. Third, the collaboration capacity between government organizations and public-private collaboration capacity have improved performance. Fourth, scientific knowledge and work ability improved performance by mediating collaboration capacities among government organizations. Fifth, scientific knowledge and work ability have improved performance by mediating collaboration between government organization and collaboration between public and private. This study presents policy implications based on the above analysis results. 재난의 불확실성과 복잡성을 극복하기 위해서는 다양한 행위자들 간의 협력과 소통, 집합적 의사결정에 기반하는 ‘협력적 재난관리’가 강조되고 있다(Kapucu and Garayev, 2011). 특히 협력적 재난관리의 성공적 이행을 위해서는 이를 제도화하고 운영하는 주체로서 재난관리 공무원의 협력역량이 매우 중요하다. 따라서 재난관리 공무원은 전문성의 확보를 통해 협력역량과 성과의 향상으로 연결시켜야 한다. 이에 본 연구는 “재난관리 공무원의 전문성이 협력적 재난관리 역량 및 성과에 미치는 영향은 어떠한가?”라는 연구질문을 구축하였다. 구체적으로 재난관리 공무원의 지식과 경험 그리고 업무수행능력과 공직태도가 협력역량(정부조직 간 협력역량, 민관 협력역량)에 미치는 영향을 분석하였다. 아울러 재난관리 공무원의 전문성의 구성요소들이 정부조직 간 협력역량과 민관 협력역량을 매개로 성과(직무성과)에 미치는 영향을 분석하고 비교하였다. 분석결과는 다음과 같다. 첫째, 과학적 지식과 업무수행능력 그리고 공직태도는 정부조직 간 협력역량을 향상시켰다. 둘째, 과학적 지식과 업무수행능력 그리고 공직태도는 민관 협력역량을 향상시켰다. 셋째, 정부조직 간 협력역량과 민관 협력역량을 성과를 향상시켰다. 넷째, 전문성과 업무수행능력은 정부조직 간 협력역량을 매개로 성과를 향상시켰다. 다섯째, 전문성과 업무수행능력 그리고 공직태도는 민관 협력역량을 매개로 성과를 향상시켰다. 본 연구는 이상의 분석결과를 근거로 정책적 함의를 제시하였다.