• Archives of design research
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• v.12 no.4
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• pp.119-128
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• 1999

Product opportunity analysis in product planning is to analyze the feasibility for success over the detail product concept, and to grasp the new possible market based on exploring the trends of market and product itself. Therefore, the correct analysis and insight with various data of product and market is needed for product opportunity analysis. As product environment changes rapidly, it is especially important to collect more plentiful informations, and to put these information to practical use pertinently. It is consequently indispensible to clarify the types of information to be needed and to construct product database. However, there has no meaning to gather simple information which is lying here and there. Product database has to be systematically organized and each product information is to be transformed into contextual one. This study clarifies a conceptual framework of product design database based on product attributes and develops prototype of product database for product planning. Case study of camera is exemplified for analyzing the product trends and exploring product opportunity with developed product database.

• Journal of Distribution Science
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• v.19 no.8
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• pp.69-80
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• 2021

Purpose: This study's purpose is to explore the relationship between entrepreneurial marketing orientation on new product development performance via marketing and innovation capabilities. Research design, data, and methodology: This research has applied a survey method which involved 159 respondents from food retailers among Michelin Guide Restaurants in Thailand. The literature's existing measurement scales were used to operationalize the constructs proposed in this study. The analyses were conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the hypotheses. Results: The results have shown that new product development performance received positive and direct impacts from entrepreneurial marketing orientation, particularly in three dimensions: customer value orientation, opportunity-driven initiatives, and leveraged resources. Likewise, new product development performance received a positive, indirect impact from opportunity-driven initiatives, risk management, customer value orientation, and innovation that is focused on marketing and innovation capabilities. Conclusions: The results are useful for Thai food retailers as to strategy formulation in order to attract tourists from all over the world to tourist destinations in Thailand. Therefore, this empirical study is extremely important for domestic economic development and the international economy. These findings provide theoretical and managerial contributions for developing competitive strategies which will lead to sustainable business practices, as well as for providing future research directions.

• Proceedings of the Korea Society of Design Studies Conference
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• 2000.11a
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• pp.86-87
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• 2000

기술의 급격한 발달로 이제 소비자는 다양한 유형의 정보를 접하게 되었으며, 디지털화의 급속한 변화는 디자인 환경에 커다란 변화를 주고 있다. 따라서 디자인 대상의 다양화, 다변화 현상이 나타나고 있으며 이와 함께 소비자의 욕구 역시 복잡하고 다양한 형태를 가지게 되었다. (중략)

• Asia Marketing Journal
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• v.14 no.3
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• pp.169-184
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• 2012

All firms require new stimulus to spurt growth. Therefore it is necessary to successfully develop new products and to employ appropriate marketing practices for the new products to enter and settle in the market. Binggrae, a Korean company that specializes in dairy and processed dairy products, introduced a ready-to-drink (RTD) coffee product, 'a Café la' to expand its business into the coffee market in 2008. Binggrae was a latecomer in the RTD coffee market but a Café la has shown an impressive average sales growth rate of 115% as of 2011 since the launch. Moreover, it is a steady bestselling coffee brand among the Polyethylene terephthalate (PET)bottle category. Binggrae found potential and opportunity in the growing coffee market and made efforts to develop a new product that can be differentiated from the existing products. The result was PET bottle coffee, which was more portable and convenient to drink than coffee products offered in cups or cans. PET bottle coffee is produced through the patented Aseptic Filing System, thus the original coffee flavor stays fresh when combined with milk and has a longer shelf life than coffee products in cups. Moreover, as the taste of coffee consumers has become more sophisticated, Binggrae developed a premium product by differentiating the product processing method and by using higher-quality Arabica beans. After launching the new product, the company also employed a well-designed communication strategy. First, Binggrae was able to confirm the level of market demand and market potential for the product by employing BTL (Below the Line) marketing strategies through the consumers' word-of-mouth. Afterwards, the company invested its resources for a full-scale ATL (Above the Line) marketing campaign. Later a Café la's TV commercial effectively portrayed the product's characteristics, and succeeded in raising consumer awareness of the product. As a result, a Café la has become the bestselling brand in the PET bottle coffee market. The successful new product marketing strategy of Binggrae'sa Café la offers many valuable implications for companies planning to launch new products in the future.

• Journal of Korean Institute of Industrial Engineers
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• v.40 no.5
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• pp.442-450
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• 2014

Technology opportunity discovery (TOD) based on technological capability is a process which identifies new product and technology items that can be developed by utilizing or improving a firm's existing products or technologies. By taking into consideration the investment risk of R&D and its practicality, developing technological capability-based TOD methodology is considered to be important for both business and research. To this end, we propose a technological capability-based TOD method and its system using TOD knowledge base. The method can support four types of TOD cases, which are based on a firm's existing technologies and products, and TOD knowledge base is developed by using function information extracted from patent documents. In this paper, we introduce the overall framework of the method and provide application examples on the four TOD cases using the prototype system.

• Journal of Digital Convergence
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• v.6 no.2
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• pp.87-95
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• 2008

Information technology is rapidly diffused throughout the world. Unfortunately, as the technology goes on the disabled vocational rehabilitation is more isolated in physically and mentally. A new paradigm, 'Digital practical use Opportunity' is a product of the tremendous technological changes driving the disabled vocational rehabilitation. The employment for the disabled vocational rehabilitation is a hot issue. Because lack of education rehabilitation cause many problems for the employer. Relating program of employment and education for the disabled vocational rehabilitation, they can get a job in a better condition. This study propose a model of good environmental employment for the disabled vocational providing them the way of getting a job so that they can go as a member of highly developed society. It conducted in society could fundamentally advance our knowledge about the structure of the employment of the disabled vocational rehabilitation, cure their feelings, give them a chance to live happier, stronger, healthier.

• Korean Management Science Review
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• v.23 no.1
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• pp.87-113
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• 2006

This paper describes a comprehensive approach to examine how technological innovation contributes to the renewal of the firm's competences through its dynamic and reciprocal relationship with R&D and product commercialization. Three theories of technology and innovation (R&D and technological knowledge concept, product-process concept, technological interdependence concept) are used to relate technology and innovation to strategic management. Based on those theories, this paper attempts to identify dynamic relationship between product innovation and process innovation by system dynamics, by investigating the aspect of the dynamic changes of the closed feedback circulation structure in which R&D investments drive technological knowledge accumulation, and such knowledge accumulation actualizes product innovation and process innovation, subsequently resulting in the increase of productivity, customer satisfaction, profit generation, and re-investment on R&D from the created profits. This provides the ability to assess the advantages and disadvantages of different technological innovation strategies and commitments, and the opportunity to explore equilibrium point and suggest a generalized technological innovation model under different industry environment parameters and time-strategies.

• ETRI Journal
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• v.36 no.6
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• pp.1041-1050
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• 2014

As the Internet Protocol TV (IPTV) service enters the broadcasting market, the competition intensifies. This paper explains the factors influencing new media subscription and their influential differences on IPTV and digital cable TV (DCTV). We use the information systems success model and gratification opportunity theory to develop our research model. We sample 621 people and collect their responses through web-based measuring software. Structural model analysis shows that the willingness to subscribe to a new broadcasting medium is influenced by three characteristics of the medium: media richness, interactivity, and video quality. Multigroup analysis reveals that motivation to use a medium partially differs between IPTV and DCTV. This research concludes that the IPTV service is not attractive enough to act as a substitute for the already existing DCTV. In addition, for the IPTV service to proliferate, its business model should be promoted with new and differentiated revenue structures and services. The managerial implications in this study help new media businesses set business goals and product functionality, and allocate resources for the continued diffusion of IPTV.

• Korean Journal of Computational Design and Engineering
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• v.4 no.3
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• pp.180-189
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• 1999

Solid freeform fabrication technology, widely known as rapid prototyping an rapid tooling, can create physical part directly from digital model by accumulating layers of a given material. Providing a tremendous flexibility of a part geometry that they can fabricate, these technologies present a opportunity or the creation of new products that can not be made with existing technologies. For this to be possible, however, various design environments including different fabrication processes needs to be considered at the time of design, and finding an appropriate design solution for the new product by combining necessary design communications become increasingly complex as environmental condition become diverse. This paper proposes a geometric modeling paradigm for design and fabrication of a new product, honeycomb structural geometry.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.199-204
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• 2023

The COVID-19 pandemic, which began in early 2020, became an opportunity for unprecedented global reflection and change. And it served as an opportunity to promote a new paradigm in all areas of society, including politics, economy, culture, and industry. In the midst of this upheaval, the 2022 IAA exhibition, which was held in four years, was held as an exhibition that even proposed new concepts of smart logistics and mobility services. Among them, various concepts were also proposed in exhibitions related to last mile mobility, the focus of this study.As a result of this study, the main trend of last mile mobility shown in the IAA 2022 exhibition is that the property of physical products with functions as social interfaces is expanding into the PSS (Product-Service System) ecosystem in which products and services are systematically linked. As a result, the need for a methodological approach that can organically link the design planning of social services and the development of products corresponding to it was derived.