전북대학교
Ying Li, Hanmo Oh
Abstract
This thesis will deal with SunTzu"s Art of the War in the international business management. It seems that the war and international management are different from each other, but there exist similarities between them, especially in using strategies. Historically, from China"s warrings tates period to Japanese modern times, there were several successful cases applying SunTzu"s strategies to production management. In "the Art of War", SunTzu put much emphasis on the strategies through the whole series, and for success, he also insists an guaranteed system be prepared to win the opponent. For example, in Clausewitz"s Vom Kriege which is described the theory of war, he claims that only war strategies should be considered except all other factors. On the other hand, SunTzu considered that every influential element should be taken into consideration to dominate the enemy. In addition, unlike Clausewitz"s opinion that the whole army force should be deployed into the battle field to attack the opponent"s major force, SunTzu maintains the key point is not more troops, but artful practices to attack the enemy"s weakness. Moreover, considering the affinities and historical cases, a lot of tactics in "the Art of War" seem to be applicable to international business management. From the work, the meaning of the oriental ideas will be derived in a modern viewpoint, combining with contemporary management theories and being reinterpreted in the modern context. Through Porter"s competition theories and precedent studies, this thesis will suggest that there are several aspects of SunTzu"s strategies that are very applicable in international business area. It will be divided into two parts "the establishment and performance of strategies" which will be applied to and explained within the examples of international business administration. Until now there have not been many specific researches on international business management adapting "the Art of War". However, it seems that the SunTzu"s strategies can be linked to the international management, and these days the studies on tapping into the strategies in global marketing are increasing. Although it has passed about 2,500 years since "the Art of War" was written, the ideas from it still can be suitable for today. This implies the book is just not a description of military strategies, but beyond that it is still useful for modern society. Strategies are the most important factor to be taken into account in the expansion of global market. Nevertheless, it should also be considered that the SunTzu"s tactics are not necessarily a panacea. Readers should keep in mind that they need to employ the most appropriate tactic, which fits into their management policies and business situations. This thesis hopes to be helpful for those who are stuck in the strategic traps of the poor marketing conditions and be a new paradigm based on Eastern strategic thoughts and Western business systems.
Keyword: Strategy of SunTzu, International business
Yang Yu, Yeongwoong Hwang
Abstract
The current study aims to understand Korean consumers" purchase behavior of foreign brands and to provide an insight for Chinese firms to explore Korean market potential. Most of the accepted consumer behavior models and marketing principles have been applied to the United States of America and few other countries. To this end, the study seeks to develop an integrated behavioral intention model incorporating the two modified Fishbein"s models―Lee"s modified Fishbein"s model and Ajzen"s theory of planned behavior and to empirically test the model. Data from a total of 213 usable surveys were collected from Korean college students at a university located in Jeonju, the Republic of Korea. The results reveal that attitude toward a Chinese brand, subjective norm, perceived behavioral control, and social influence have impacts on Korean consumers" intentions to purchase the brand. Because these factors are significant factors influencing purchase intention, Chinese firms need to create a positive attitude toward Chinese brands and should target consumers having good enough resources. This study is one of the first research attempts to integrate two behavioral intention models to study the purchase intention of Korean consumers toward foreign brands. However, the generalization of the findings is cautioned because the findings may vary by regions and by demographic backgrounds.
Keyword: Korean market, foreign brands, purchase behavior, behavioral intention, Chinese brands
Abstract
Value innovation is a key driver of international firms’ success market because of intense competition in each country market. To achieve value innovation, international firms have been trying to find blue oceans. Recently, Chinese firms have expanded into foreign markets in order to create value and achieve financial performance. Thus, it is important to explore Chinese firms’ value innovation and blue ocean strategy not only because China has been regarded as an emerging market but also because many firms in China have attempted to internationalize. In spite of this importance, extant studies have little focused on the value innovation and blue ocean strategy of Chinese firms. The current research aims to analyze how firms headquartered in China do value innovation and conduct blue ocean strategy for international competition. Two Chinese firms—하이얼 그룹 and 바이두—were analyzed to find critical strategy for firms to compete internationally. On the basis of this analysis, the present research provides a model of value innovation and blue ocean strategy that drives successful business in the world. Moreover, this research suggests ideas of value innovation and blue ocean strategy for international competitors. Finally, this paper discusses business implications, points out research limitations, and concludes with some suggestions for future research.
Keyword: Value Innovation, Blue Ocean Strategy, International Competition, China, Case Study
Abstract
Many restaurant franchise firms have been expanding into foreign markets because of the globalization of markets and the intensification of competition on a global scale. In recent years, opportunities for global restaurant franchises appear to be prevalent in emerging economies. In particular, those firms have achieved strong performances in China because of their brand-equity. In fact, their brands are almost all major cities and become indispensable to Chinese people’s lives. Nonetheless, not all global restaurant franchises’ brands have been successful in China. Underpinning the belief that brand-equity is a key driver of market expansion success, the present study aims to propose useful customer-based brand-equity strategies for global restaurant franchises that seek a better chance to do business specifically in China. To achieve this objective, the study first conceptualizes customer-based brand-equity dimensions for global restaurant franchises. Second, analyzing some cases, the current study investigates the brands’ current positions in China. Third, based on these analyses, the study suggests that firms build brand salience, ingrain brand imagery, improve brand performance, enhance brand feelings, ameliorate brand judgements, and develop brand resonance.
Keyword: China, customer-based brand equity, global restaurant franchises, international marketing, market expansion