Formation of the Strategy of Digital Marketing of the Enterprise in the Conditions of the Competitiveness Intensification in the International Market

Solntsev, Sergii,Smerichevskyi, Serhii,Skyba, Halyna,Zabashtanska, Tetiana,Bazaliyska, Natalia,Kolbushkin, Yuriy International Journal of Computer ScienceNetwork S 2022 International journal of computer science and netw Vol.22 No.2

The article defines the principles of formation of digital marketing strategy of enterprises in the conditions of intensification of competition on the international market. The stages of development of digital marketing strategy of enterprises in the conditions of intensification of competition in the international market are substantiated, which includes: setting goals, which envisages observance of the principles of SMART-scheme; product or service analysis; monitoring of competitors; analytics of definition and segmentation of the target audience of the enterprise; selection of digital marketing tools and channels for promotion on the international market of products or services; formation of a unique, unique trade offer, selection of indicators for evaluating the effectiveness of digital marketing strategy and its tools. It is proved that according to the principle of SMART method of goal setting it is necessary that the goals have: specificity, measurability, achievability, relevance, achievement of the goal should be limited in time, have specific deadlines. To increase the effectiveness of digital marketing strategy, it is necessary to analyze the internal and external environment using the method of SWOT-analysis, the advantage of which is a comprehensive assessment of the company, competitors and the industry as a whole in the face of competition in the international market. The main indicators of evaluation of the effectiveness of digital marketing strategy in the conditions of intensification of competition on the international market are substantiated.

B2B 시장에서 공급업체의 고객추천 마케팅 포트폴리오 전략이 조직학습 및 마케팅 역량에 미치는 영향

이한근 ( Han Geun Lee ),지성구 ( Seong Goo Ji ),강성호 ( Seong Ho Kang ) 한국유통물류정책학회 2021 유통물류연구 Vol.8 No.4

B2B 시장에서 정보의 제한과 구매로 인해 손실의 위험에 노출되어 있는 구매기업들은 보다 효과적이고 안전한 구매를 위해 노력한다. 이러한 측면에서 기존 공급업체들에 대한 고객추천은 구매기업들의 고민을 해소하는 보다 확실한 방안으로 각광받아 왔으며, 이에 고객추천 마케팅 포트폴리오 전략을 통해 많은 공급 업체들이 효율성 높은 마케팅 활동을 수행해 왔다. 하지만 고객추천 마케팅 포트폴리오 전략의 높은 효과성에도 불구하고, 어떠한 과정을 통해 공급업체들의 마케팅 역량이 향상되어지는지에 대한 구체적 메커니즘을 확인하는데는 소홀하였다. 이에 본 연구에서는 고객추천 마케팅 포트폴리오 전략을 내부 및 외부 포트폴리오 전략으로 나누고 조직 학습행동인 활용적 학습과 탐험적 학습과의 관계를 살펴보았다. 이와 더불어 활용적 학습 및 탐험적 학습과 마케팅 역량과의 관계도 확인하였다. 고객추천 마케팅을 수행하고 있는 217개의 기업들을 대상으로 구조화된 설문지를 바탕으로 하는 설문조사를 실행하였고 구조방정식모형을 통해 제시된 가설의 채택여부를 검증하였다. 검증결과, 고객추천 마케팅의 내부 포트폴리오 전략은 활용적 학습에, 외부 포트폴리오 전략은 탐험적 학습에 긍정적인 영향을 미치는 것으로 나타났다. 또한 활용적 학습은 시장감지 역량과 기술 개발 역량에, 탐험적 학습은 브랜드관리 역량과 고객관계 역량에 긍정적인 영향을 미치는 것으로 확인되었다. 본 연구결과를 통해 B2B 맥락 하에서 고객추천 마케팅 포트폴리오 전략이 마케팅 역량으로 이어지는 경로를 확인하였고, 이를 바탕으로 마케팅 역량을 향상시킬 고객추천 마케팅 포트폴리오 전략개발에 대한 시사점을 제공하였다. Despite some studies have discussed the importance of customer reference marketing portfolio strategy in decreasing the buyer’s decision making risk and increasing the supplier’s reputation, there has been lack of studies that reveal how customer reference marketing portfolio strategy provides organization learning in the form of internal activities, which influences the marketing capabilities in B2B market. Therefore, this study aim to identify and analyze a research model that customer reference marketing portfolio strategy(we classified customer reference marketing portfolio strategy into internal portfolio strategy and external portfolio strategy) enhances organization learning(we classified organizational learning into exploitation learning and exploration learning), which eventually improves marketing capabilities(we specified marketing capability as market sensing, technology linking, brand management, and customer management capability). To test research hypotheses, responses from 217 B2B firms in South Korea were collected, the research model was estimated by structural equation modeling. The results showed that internal portfolio strategy has a positive impact on exploitation learning. Second, external portfolio strategy has positively related to exploration learning. Third, exploitation learning has a positive impact on the both market sensing and technology linking capabilities. Finally, exploration learning has positively related to the both brand management and customer management capabilities. By investigating results of this study, it contributes to the extent literature by deepening the understanding of the underlying mechanisms through customer reference marketing portfolio strategy influences marketing capabilities.

글로벌 경영전략이 마켓센싱 역량과 경영성과에 미치는 영향에 관한 실증적 연구

임동우 한국경영컨설팅학회 2022 경영컨설팅연구 Vol.22 No.1

Despite the era of the 4th Industrial Revolution, COVID-19 Pandemic, and post-COVID-19, the fundamental goal of corporate existence is continuous growth and development. Accordingly, companies are pursuing constant innovation in the management paradigm, and corporate innovation begins with the re-establishment and implementation of global management strategy. This study verified the influence and management performance on market sensing capabilities by type of global management strategy for Korean companies whose global competitiveness has been confirmed. As a result of the study, the first global management strategy has been confirmed to have a positive (+) influence on market sensing capabilities. The types of global management strategies were classified into 17 international strategy(15.5%), 33 multi-domestic strategy(30.0%), 29 global strategy(26.4%), and 31 transnational strategies(28.2%). Market sensing capability level (7-point scale) confirmed that transnational strategy has the highest market sensing capabilities such as international strategy(2.525), multi-domestic strategy(4.481), global strategy(4.318), and transnational Strategy(5.770). Second, integration factors and responsiveness factors, which are determinants of the global management strategy type, were confirmed to have a positive(+) influence on sense, sense-making, and response activities, which are process activities of market sensing capabilities. In particular, when focusing on global integration factors, it is relatively focused on response activities, and when focusing on global responsiveness, it has been confirmed that the level of market sensing capability is relatively high. Third, the higher the market sensing capability, the higher the management performance. Especially, the stronger of response activity, the higher of financial performance and the higher of non-financial performance. No significant relationship was found between the financial performance and the non-financial performance in sense-making activities. Management performance by type of global management strategy was measured as international strategy(1.412), multi-dometic strategy(2.894), global strategy(3.138), and transnational strategy(3.823). Transnational strategy showed relatively high management performance compared to other types, while international strategies showed very low management performance. In addition, the multi-dometic strategy showed lower management performance than the global strategy despite its high market sensing capability. Global competitiveness is created from the effective implementation of global management strategies. Therefore, strategic decision-making of market sensing activities, which is the source of global competitiveness, is a key factor in building a market sensing platform. The platform will be a specific activity guideline for companies focusing on management innovation and securing global competitiveness, and will build global competitiveness by seeking global market opportunities and meeting customers' needs. 기업존재의 근본적 목표는 지속적인 성장과 발전이다. 이에 대부분의 글로벌기업은 경영패러다임의 끊임없는 혁신을 추구하며, 혁신의 출발점을 글로벌 경영전략의 재수립과 실행으로부터 시작한다. 본 연구는 글로벌 경쟁력이 확인된 우리나라 기업을 대상으로 글로벌 경영전략 유형별로 나타나는 마켓센싱 역량에 대한 영향력과 경영성과를 검증하였다. 연구결과 첫째 글로벌 경영전략은 마켓센싱 역량에 정(+)의 영향력이 확인되었으며, 연구대상 기업의 글로벌 경영전략 유형은 ①국제전략 17개(15.5%), ②멀티도메스틱전략 33개(30.0%), ③글로벌전략 29개(26.4%), ④초국적전략 31개(28.2%) 등으로 분류되었다. 아울러 각 유형들의 마켓센싱 역량수준(7점척도)은 ①국제전략(2.525), ②멀티도메스틱전략(4.481), ③글로벌전략(4.318), ④초국적전략(5.770) 등으로 이들 중 초국적전략의 마켓센싱 역량이 가장 높은 것이 확인되었다. 둘째, 글로벌 경영전략 유형의 결정요인인 통합요인과 적응요인은 마켓센싱 역량과 마켓센싱 역량의 과정적 활동인 감지활동, 공유활동, 대응활동에 정(+)의 영향력이 확인되었다. 특히, 글로벌 통합요인에 초점을 둔 전략의 경우 대응활동에 상대적으로 집중하고 있으며, 글로벌 적응에 집중한 전략의 경우 마켓센싱 역량 수준이 상대적으로 높은 것이 확인되었다. 셋째, 마켓센싱 역량과 경영성과와의 관계성도 정(+)의 영향력이 확인되었다. 특히, 대응활동이 강력할수록 재무성과와 비재무성과가 상대적으로 높아지며, 공유활동은 재무성과와 비재무성과에는 유의미한 관계성이 발견되지 않았다. 글로벌 경영전략 유형별 경영성과는 ①국제전략(1.412), ②멀티도메스틱전략(2.894), ③글로벌전략(3.138), ④초국적전략(3.823)으로 초국적전략이 경영성과가 다른 유형에 비해 상대적으로 높은 반면 국제전략은 매우 낮은 경영성과가 나타났다. 또한, 멀티도메스틱전략은 마켓센싱 역량이 높음에도 불구하고 경영성과는 글로벌전략에 비해 낮은 것으로 나타났다. 글로벌 경쟁력은 글로벌 경영전략의 효과적 실행으로부터 생성된다. 따라서 연구결과가 글로벌 경쟁력의 근원이 되는 마켓센싱의 구체적인 활동에 대한 전략적 의사결정의 지침이 되어 글로벌 시장의 새로운 기회모색과 지속적인 글로벌 경쟁력을 확보·유지하는데 기여되길 기대한다.

호텔식음료종사원의 직무역량이 내부마케팅, 관계마케팅 및 시장지향성 전략에 미치는 영향

이준혁(Jun Hyuk Lee) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.6

This study focused on the development of hotel F&B employees` competencies with the competency literature review. Through the 32 attributes, 6 factors were obtained: ``Human Resources Management Competencies``, ``F&B Service Competencies``, ``Operation Knowledge Competencies``, ``Marketing Competencies``, ``Information Technology Competencies``, ``Self-Development Competencies``. In the exploratory factor analysis about the hotel core strategies, internal marketing strategy, relationship marketing strategy, and market orientation strategy were also identified as following factors: ``Employees`` Benefit``, ``Empowerment``, ``Career development``, ``Education and Training``; ``Customer Management``, ``Customer Benefit``; ``Information Sharing``, ``Information Generation``, respectively. The research surveyed 316 samples and used Structural Equation Model for analysis and testing. The results show that hotel F&B employees` competencies(``Human Resources Management Competencies``, ``Operation Knowledge Competencies``, ``Marketing Competencies``) positively affects internal marketing strategy. The competencies have a significant relationship with relationship marketing and market orientation strategy, partially. Internal marketing strategy positively affects relationship marketing and market orientation strategy. Relationship marketing strategy also influenced market orientation strategy. Finally, the study closes with a discussion of our contributions and implications for theory and practice, limitations, and suggestions for future research.

의료관광사업의 MPR 전략에 대한 연구 -태국「범룽랏병원」과 한국「우리들병원」사례분석을 중심으로-

최훈화 ( Hun Hwa Choi ),김용민 ( Yong Min Kim ),이병종 ( Byeong Jong Lee ) 경희대학교 경영연구원 2014 의료경영학연구 Vol.8 No.1

The purpose of this study was to analyze the MPR strategy focused on international medical consumers in order to activate the medical tourism industry in Korea in the initial phase of medical tourism industry and to use it as necessary data when establishing MPR strategy in the future at the level of hospital. For this purpose, the cases of Bumrungrad International Hospital in Thailand and Wooridul Hospital in Korea, which are considered as a leading hospital in medical tourism, were analyzed. The data were collected by using the general data, annual reports, conference proceedings of analysts and management, international press releases and interview data and literature data in the academic world appeared on the website of Bumrungrad International Hospital. In addition, the data of Wooridul Hospital were collected by applying the annual performance of medical tourism business and job content and public relations activities by country between 2009 and 2011 in ``Wooridul International Patients Center(WIPC)``. The methods of analysis were as follows: First, this study analyzed MPR strategies of these hospitals by applying the management and attraction of foreign patients strategies of Bumrungrad International Hospital and Wooridul Hospital to the Harris`s Grid Strategy among MPR strategies. Second, this study compared and evaluated the results in Harris`s MPR process. These results showed that there were differences in strategies of medical tourism business between the two hospitals in Section B, ``high reliability of hospitals but low preference/awareness of international medical consumers``. Problems were found in MPR strategy of Wooridul Hospital`s medical tourism business in Section C, ``high preference/awareness of international medical consumers but low reliability of hospitals``. It was also shown that differentiated strategies to let them select hospitals in Korea are required based on their understanding in order to activate medical tourism industry.

국제박람회에 대한 인식과 관련활동이 국제박람회 참가 성과에 미치는 영향

남상민,노정구 한국자료분석학회 2008 Journal of the Korean Data Analysis Society Vol.10 No.5

Though the international trade fair has much importance and economic function as a tool of global promotion and the creation of foreign new market, the domestic research of this field is not enough. So the importance of the function and role of international trade fair in the international marketing strategy is often overlooked. The participation of the international trade fair and its related activities are one of the long-term international marketing planning, implementation, and evaluation. To overcome the small size of domestic market, Korean company should develop the foreign new market, and international trade fair can help the developing the foreign new market. In this paper we review the meaning and function of international trade fair, and analyze the relationship of the outcome of international trade fair participation and the related perception and activities. Finally we present our findings and its implications. 글로벌 기업환경이 급변하면서 국제경영활동에서 국제박람회가 갖는 역할, 특히 국제촉진 전략 수단으로서의 중요성과 경제적 의미가 높아지고 있다. 그럼에도 불구하고 우리나라에서는 아직까지 국제박람회에 대한 체계적인 연구가 상대적으로 부족하여 기업의 국제마케팅전략에서 국제박람회가 갖는 기능 및 역할에 대한 중요성이 간과되고 있는 실정이다. 국제박람회의 참가와 그에 연결된 제반 활동은 장기적인 기업의 마케팅 계획과 실행, 그리고 평가의 종합적인 과정을 의미한다. 그러나 우리나라 기업들은 국제박람회가 갖는 중요성에 대한 인식 부족, 그리고 장기적인 시각과 계획 아래서 국제박람회에 대한 통합마케팅 차원의 접근이 부족하여 국제박람회가 제공하는 다양한 국제촉진과 무역거래의 매개체로써 갖는 기회를 적극 활용하지 못하고 있다. 본 논문에서는 이러한 문제인식을 바탕으로 국제박람회의 의의 및 기능을 고찰하고, 국내기업의 국제화에 대한 인식, 국제마케팅 수단으로서 국제박람회에 대한 이해 및 경제성에 대한 인식, 국제박람회 참가 기획 및 관련 활동과 성과 간의 관계를 규명하고자 하였으며, 이에 대한 시사점을 제시하였다.

삼성전자 스마트폰의 성장 역사와 국제 마케팅 전략

박영렬,이창무,박정민 한국경영사학회 2022 經營史學 Vol.104 No.-

This study analyzed the successful strategies of Samsung smartphone business, which was a latecomer in the smartphone market, succeeded in chasing strong competitors by rapidly increasing its market share and became the leader in the market with the global marketing strategy. In addition, this research studied the growth history of Samsung smartphones, focusing on international marketing strategies such as global standardization strategy, local adaptation strategy, and transnational strategy. Also this research analyzed them by period from 2008 to the present. Each period was divided into 2010~2013 when Samsung’s first smartphone, Omnia, was first released and sold, and 2010~2013 when it was able to take the lead in the Galaxy series, and 2014~2018 when its growth was stagnant, successful in innovation, and established itself as a pioneer. As a result, this study has academic and practical implications in that it presents the future direction of latecomers by analyzing the history of Samsung smartphone growth by chronology from the perspective of global marketing strategy. 본 연구는 스마트폰 산업에서 후발주자였던 삼성전자가 시장점유율을 빠르게 끌어 올리며 유수의 선도 기업들을 추격하는데 성공하고 세계시장점유율 1위로 리더의 자리까지오를 수 있었던 스마트폰 사업의 성공 요인들을 국제마케팅 전략을 바탕으로 분석하였다. 다시 말해, 본 연구는 글로벌 표준화 전략, 현지 적응화 전략, 초국적 전략 등 국제마케팅전략을 중심으로 삼성전자 스마트폰의 성장 역사를 연구하였고, 기업사적 관점에서 2008 년부터 현재까지 시기별로 구분하여 분석하였다. 각 시기는 삼성전자 최초의 스마트폰인옴니아가 처음 출시되고 판매되었던 2008년~2009년을 초창기, 표준화 전략을 도입하고갤럭시 시리즈의 연이은 성공으로 시장점유율을 끌어올리며 업계의 리더 자리에 오를 수있었던 2010년~2013년을 도약기, 후발 경쟁자들이 등장하고 뚜렷한 변화를 보여주지 못하며 성장이 정체하였던 2014년~2018년을 침체기, 혁신에 성공하며 새로운 시장을 개척하고 선구자로서 자리매김하게 된 2019년~현재까지를 재도약기로 구분하였다. 마지막으로, 본 연구는 삼성전자의 스마트폰 사업의 성공요인들을 국제마케팅 전략 관점에서 삼성전자 성장의 역사를 연대기별로 구분하여 분석함으로써 후발기업들이 향후 앞으로 나아갈 방향을 제시했다는 점에서 학문적, 실무적 시사점이 있다.

태권도장의 내부마케팅과 경영성과 관계에서 차별화전략의 효과분석

석부길 ( Boo Gil Seok ),조광민 ( Kwang Min Cho ) 한국스포츠산업경영학회 ( 구 한국스포츠행정경영학회 ) 2012 한국스포츠산업경영학회지 Vol.17 No.2

본 연구의 목적은 태권도장의 내부마케팅, 차별화전략과 도장경영성과를 분석하고 각각의 요인들과의 인과관계 및 구조관계를 분석하여 태권도장을 운영하는 관장들에게 도장경영성과 달성을 위한 필요한 자료를 제시하는데 있다. 본 연구는 국내 태권도장에서 사범으로 종사하고 있는 태권도 사범들을 모집단으로 선정하였다. 수거된 설문지 중 불성실하게 응답하였거나 이중응답 등 본 연구에서 사용할 수 없다고 판단되는 설문지를 제외한 총 326명의 자료가 실제분석에 사용되었다. 자료처리는 Windows용 SPSS/PC ver. 17.0 및 AMOS 7.0 프로그램을 이용하여 직접효과와 매개효과 그리고 조절효과를 검증하였다. 매개 효과의 검증절차는 Baron & Kenny(1986)의 매개효과 검증절차를 이용하였으며 조절효과의 검증은 Ping(1996)의 2단계절차 (two-step approach)를 이용하여 검증하였다. 이 때 모든 통계적 유의수준은 α=.05로 설정하였으며 분석결과는 다음과 같다. 첫째, 내부마케팅은 차별화전략에 긍정적인 영향을 주는 것으로 나타났다. 둘째, 내부마케팅은 도장경영성과에 영향을 주지 않 는 것으로 나타났다. 셋째, 차별화전략은 도장경영성과에 긍정적인 영향을 주는 것으로 나타났다. 넷째, 차별화전략은 내부마 케팅과 도장경영성과 사이에서 매개하는 것으로 나타났다. 다섯째, 차별화전략은 내부마케팅과 도장경영성과 사이에서 조절하 는 것으로 나타났다. 위와 같은 내용을 바탕으로 살펴보면 태권도장을 운영하는 관장들은 경영성과를 올리기 위하여 내부마케 팅 전략을 활용함과 동시에 차별화전략도 병행하여 사범들의 차별화전략 의식을 함양하는데 중점을 두어야 할 것이다. This research is aimed at providing managers and owners of Taekwondo academies with necessary information for improving managerial performance by analyzing internal marketing, differentiation strategy, and managerial performance and by analyzing the cause-and-effect relationship of each factor and their structural relationship. Population included Taekwondo instructors from domestic Taekwondo academies and data was collected from 326 Taekwondo instructors using a questionnaire. Those that were filled out insincerely and in duplicates were excluded. Then, the data was analyzed after coding, using SPSS/PC ver. 17.0 for Windows and AMOS 7.0 program. The mediating effect was tested using Baron and Kenny``s (1986) and the two-step approach of Ping (1996) was used moderating effect test. The significance level was set at α=.05, and the results are as follows. First, internal marketing had positive affects on differentiation strategies. Second, internal marketing did not affect managerial performance. Third, differentiation strategies had positive affects on managerial performance. Fourth, differentiation strategies fully mediated the relationship between internal marketing and managerial performance. Fifth, differentiation strategies moderated the relationship between internal marketing and managerial performance. Based on the above mentioned, Taekwondo academy managers and owners should use internal marketing strategies. They also should concentrate on the development of differentiation skills for the marketing strategy attitudes of instructors and the improvement of managerial performance.

Market Value Creation through International Expansions: Evidence from Fortune Global 500 Firms

Han-Mo Oh 한국무역연구원 2016 貿易 硏究 Vol.12 No.6

Although international expansion often enables firms to enhance their existing businesses, extant studies have not fully explained the drivers of international expansion success. Underpinning the belief that changes in a firm’s market value in response to an international expansion reflect the anticipated changes in the firm’s future expected cash flows resulting from this expansion, the author attempts to develop a theoretical model that may explain the effects of a firm’s international diversification on its market value creation and the moderating roles of the host-market type and the firm’s expansion strategy. The model is empirically tested using a sample of 253 international expansion announcements of firms listed in the Fortune Global 500 for the period between 2006 and 2015. Using an event study method and a linear modeling technique, the author finds that the international diversification of large international firms positively affects market value creation and that international expansions do not equally affect the market value across firms and markets. This manuscript is concluded with a discussion of important implications regarding theoretical and managerial contributions and research limitations some of which suggest plausible avenues for future research.

Market Value Creation through International Expansions: Evidence from Fortune Global 500 Firms

오한모 한국무역연구원 2016 무역연구 Vol.12 No.6

Although international expansion often enables firms to enhance their existing businesses, extant studies have not fully explained the drivers of international expansion success. Underpinning the belief that changes in a firm’s market value in response to an international expansion reflect the anticipated changes in the firm’s future expected cash flows resulting from this expansion, the author attempts to develop a theoretical model that may explain the effects of a firm’s international diversification on its market value creation and the moderating roles of the host-market type and the firm’s expansion strategy. The model is empirically tested using a sample of 253 international expansion announcements of firms listed in the Fortune Global 500 for the period between 2006 and 2015. Using an event study method and a linear modeling technique, the author finds that the international diversification of large international firms positively affects market value creation and that international expansions do not equally affect the market value across firms and markets. This manuscript is concluded with a discussion of important implications regarding theoretical and managerial contributions and research limitations some of which suggest plausible avenues for future research.