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REFERENCE LINKING PLATFORM OF KOREA S&T JOURNALS
> Journal Vol & Issue
Korean Management Science Review
Journal Basic Information
Journal DOI :
The Korean Operations and Management Science Society
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Volume & Issues
Volume 17, Issue 3 - Nov 2000
Volume 17, Issue 2 - Nov 2000
Volume 17, Issue 1 - May 2000
Selecting the target year
21C 국가 산업구조 개편과 R&D 투자전략에 대한 제언
Korean Management Science Review, volume 17, issue 3, 2000, Pages 1~3
Enterprise-wide Internet Strategy based on the Analysis of the Critical Success Factors of the Internet Usage
Korean Management Science Review, volume 17, issue 3, 2000, Pages 5~17
The needs of strategic approach toward the usage of the Internet in corporate context are increasingly important as digital economy changes the way of doing business. However, companies are not easily taking the opportunity since the strategic use of the Internet is difficult because of the conflicts in distribution, business process, organization structure, etc. The Internet strategy applicable to companies in a generic context is proposed by identifying the CSFs (Critical Sucess Factors) in exploiting the potential of the internet. CSFs are derived by the previous study and case analysis, from which two most important factors are chosen based on a survey. In the survey, the ranking of the significance of the 8 CFSs from the 25 cases is questioned to the internet experts. Then a
matrix is designed to find the optimal area for a company to be successful in the Internet usage. The strategy suggested here appears to be the shifting strategy in order to be in the optimal area in using the Internet strategically.
Application of Market Basket Analysis to Personalized advertisements on Internet Storefront
Korean Management Science Review, volume 17, issue 3, 2000, Pages 19~30
Customization and personalization services are considered as a critical success factor to be a successful Internet store or web service provider. As a representative personalization technique, personalized recommendation techniques are studied and commercialized to suggest products or services to a customer of Internet storefronts based on demographics of the customer or based on an analysis of the past purchasing behavior of the customer. The underlining theories of recommendation techniques are statistics, data mining, artificial intelligence, and/or rule-based matching. In the rule-based approach for personalized recommendation, marketing rules for personalization are usually collected from marketing experts and are used to inference with customers data. however, it is difficult to extract marketing rules from marketing experts, and also difficult to validate and to maintain the constructed knowledge base. In this paper, we proposed a marketing rule extraction technique for personalized recommendation on Internet storefronts using market basket analysis technique, a well-known data mining technique. Using marketing basket analysis technique, marketing rules for cross sales are extracted, and are used to provide personalized advertisement selection when a customer visits in an Internet store. An experiment has been performed to evaluate the effectiveness of proposed approach comparing with preference scoring approach and random selection.
Anticipated Benefits of electronic Commerce and Competitive Strategies
Korean Management Science Review, volume 17, issue 3, 2000, Pages 31~47
The widespread diffusion of Internet has enables companies to conduct business in quite a different way. marketing on the Internet becomes more important as firms adopt electronic commerce as a means to implement competitive strategies. One hundred and four BC shopping mall companies responded to an e-mail and web server survey about the anticipated benefits of electronic commerce and related strategies. The survey also asked about improvements in value chain activities and impediments to the implementation of electronic commerce in Korea. The results indicated that Korean shopping mall companies followed differentiation strategy significantly more than the other two strategies. In addition, six benefits factors were drawn from this study - information, productivity, cost savings, customers, management information, and applications. Productivity factor was related to cost leadership strategy, and customers factor was related with cost leadership, differentiation and focus strategies. Several benefits factors were also correlated with value chain activity improvements. The results of this study were compared with those of research conducted in the United States.
Analysis of marketing Channel competition in Electronic Commerce Incorporating Web Awareness
Korean Management Science Review, volume 17, issue 3, 2000, Pages 49~60
The proliferation of electronic commerce(EC) has led manufactureres to consider Internet based marketing as a salient candidate for strategic diversification of marketing channel. In this case, each manufacturer can build its own Web store or rent an existing special EC store. Such decision making of ‘build’ or ‘rent’ can be analyzed by a game model which derives the Nash solutions for price and profit considering degree of competition with other competitive manufacturers. In this paper, to overcome the drawbacks of the traditional linear demand function, we first propose a new linear demand function which incorporates not only the price difference between competitive products but the awareness of Web stores perceived by the consumers, then design the game models to analyze the characteristics of three typical types of marketing channel in duopoly market. Based on the Nash solutions of the game models, we analyzed the effect of the degree of competition and Web awareness in selecting the optimal marketing channel.
Valuation of Pure Internet Business : An Exploratory Study
Korean Management Science Review, volume 17, issue 3, 2000, Pages 61~71
Due to the potential growing capability that reflects future value, the market value of internet business companies (IB) are still evaluated high although major players like Amazon continuously suffer losses. Then, how do investors valuate the potential growing capabilities given that traditional financial/accounting based valuation approaches seem to be inappropriate for IB. This study attempts to provide an answer to this issue. We, therefore, analyzed the predictability of various accounting and non-accounting variables for IB value. These include book value, net income, unique visitors, page view, reach rate, public float and institutional holdings. Because of being in infant stage and difficulties in obtaining necessary web traffic data, sample of 20 pure IB were selected from Korea Stock Exchange Market, KOSDAQ, and informal market. The results of this study showed that web traffic date had the strongest relationship with IB value. In particular, unique visitors and reach rate were found to be best predictors for IB value while page view was reasonable indicator. Interestingly, net income was not found to related to IB value. This calls for an attention to the typical characteristics of IB that my hinder the usage of traditional valuation approaches for IB. Another results revealed that none of both public float and institutional holdings was significantly associated with IB value, indicating market’s supply-demand factors were less important than traffic information.
Performance Analysis of the Agricultural Product-Oriented Internet Shopping Mall and Its Effective Operation Strategy
Korean Management Science Review, volume 17, issue 3, 2000, Pages 73~95
In Korea, the distribution channel for agricultural products is notorious for its complexity and ineffectiveness. In this sense, the Agricultural Cooperative has tried to clarify the distribution channel and reduce its length. However, there still exist much room for improvements. The Internet shopping mall specific for agricultural product, therefore, is drawing much attention because it can reduce the length of distribution channel drastically and improve effectiveness from the distribution perspective. To test the validity of such Internet-driven shopping mall, we gathered questionnaire data from the Internet based Hannaro Shopping Mall which is run directly by the Agricultural Cooperative. We performed experiments respectively for the two groups of operating personnel and consumers. Experimental results showed that several important factors can be identified which are significant statistically and deemed to have meaningful relationship with performance variables. Our results also showed that the Internet shopping mall has a great potential for improving the effectiveness of the distribution channel of the agricultural products.
A Business Evaluation Model for Internet Shopping Mall in Electronic Commerce
Korean Management Science Review, volume 17, issue 3, 2000, Pages 97~118
This paper proposes an evaluation model for internet shopping mall business by defining its characteristics and evaluation criteria. We analyzed the characteristics of internet shopping mall business environments and classified the business into four major categories. We derived the evaluation criteria which can evaluated all categories comprehensively. The proposed criteria are cost, netizen, technology, transaction, and marketing, each of which gives a significant impact on the business profitability. Based on these criteria, a quantitative evaluation method was developed. We also proposed a penta-classification scheme which can be used to identify the overall characteristics shape of each internet shopping mall business site. An actual application of our evaluation model was illustrated in order to show that our proposed model may be used in the real business sites.
Web Site Evaluation with Community Criteria
Korean Management Science Review, volume 17, issue 3, 2000, Pages 119~129
Design of web site must include community considerations alongside technical design aspects. The main purposes of this study are to identify the community criteria for evaluating web site and to examine how business web sites include the community factors. To identify the evaluation criteria, the author reviewed recent literatures and made a table showing a summary result(see Table 1). appendix shows a sample form NASDAQ(n=82) and KOSDAQ(n=59) which were evaluated. Using the evaluation from with 189 items(Table 3), all sites were visited and review between August 28, 2000 and September 6, 2000. The auther’s evaluations were done from the perspective of community building in business sector. Table 4, summary data on the results of the study, shows that the level of application of the community concept is very low. Among the listed 18 items, only a few items are utilized at more than 50% level. Less than 10% items are Member Profile, Group Segmentation, Backstory, Forum, Chat, Fact-to-face Meeting, and Collaborative Design. the unbalanced utilization due to the lack of community concept in businesses are found. Korea firms are superior to NASDAQ firms in terms of Bulletin Board and FAQ; But Korean firms are inferior and remain at very low level in terms of Member Login, Education Materials, Backstory, Forum, and Integrating Off-line Activities which are core factors of community building.
Service Quality measures in Cyber Shopping Mall
Korean Management Science Review, volume 17, issue 3, 2000, Pages 131~145
With the explosion of internet users, there are many enterprises and organizations that regard the internet as the great marketing superhighway. Although fascination and speculation surrounds the impact of the cyber shopping mall on consumer shopping behavior, there is little empirical evidence underlying all this speculation. This article reports on the critical issues that consumers found salient as they browsed through cyber shopping malls. We gathered consumers’reactions via open-ended survey. We relate the reactions to the factors of tangibility, assurance, responsibility, empathy, and reliability which we had identified from the existing literature on service quality. Two additional questionnaires were administered to translate these factors to the cyber shopping mall context and to explore their relative salience. We also evaluated SERVQUAL and SERVPERF as service quality measures for cyber shopping malls. The results show that SERVPERF seems more promising than SERVQUAL. The results also suggest that cyber shopping mall merchants need to think more about how they perform on the issues known to affect customers’decision making for purchasing. We offer advice for enhancing the design of cyber shopping mall.
An XML-Based Modeling Language for the Open Trading of Decision Models
Kim, Hyoung-Do ;
Korean Management Science Review, volume 17, issue 3, 2000, Pages 147~160
These days, a modeling tool or environment has to know about the others on the market and build bridges to them with which their customers insist on sharing models and data. When it is based on a closed architecture, a tangle of import/export point translators is required. Using an exchange standard, we can design an open architecture for the interchange of models and data. XML(Extensible Markup Language) provides a framework for describing the syntax for creating and exchanging data structures. The explosive growth of XML-based business proposals and standards reflects the urgent requirements and its strength. This paper proposes an XML-based language for sharing decision models within the MSOR/DSS community. The language is able to allow applications and on-line analytic processing tools to models obtained from multiple sources without having to deal with individual differences between those sources. It is expected to be a medium for B2B integration by supporting flexible interchange of decision models.
A Comprehensive Model for Evaluating Internet Web Sites
Korean Management Science Review, volume 17, issue 3, 2000, Pages 161~180
The purpose of this paper is to propose an analytical model for evaluating Internet Web sites, that is comprehensive and flexible enough to accomodate different categories of Internet Web sites. This paper is intended to identify critical success factors of Internet Web sites to determine criteria for evaluating the Web sites, and use the criteria to develop a framework for comprehensive evaluation of Internet Web sites. The framework consists of eight categories, including design, business functions, trustworthiness, interface, technology, community, contents, and others. An empirical study designed to validated the framework has been conducted for each of the three Web site categories, including (1) information provision, (2) product sale, and (3) customer service. The results show that ‘content ’ is the most important for information provision Web sites, ‘trustworthiness’for product sale Web sites, and ‘design’ for customer service Web sites. The framework may be used not only as a tool to evaluate Internet Web sites, but also as a checklist to improve the quality of a Web site that is under development.
Case Study of Internet Business Networker: Business Model, Strategy, and Technology of OneQ.com
Korean Management Science Review, volume 17, issue 3, 2000, Pages 181~201
This paper performs a case study on an Internet business networking company, oneQ.com. We define the functions of Internet business networker and discuss its characteristics such as network effect, lock-in effect, and increasing returns etc. Through reviewing the business models, strategies, and implemented technologies of the oneQ.com, we investigate the applicability and effectiveness of the Internet business networker as well as its research implications.