Study 1은, SME의 small business positioning (underdog vs. top dog) 전략과 구매의도(purchase intentions) 관계에서 소비자의 특성(consumer characteristics) 중, 형평성(equality)의 정도가 어떠한 조절효과를 나타내는지 조사한다.

Study 2는 코스닥 상장 기업을 ...

Study 1은, SME의 small business positioning (underdog vs. top dog) 전략과 구매의도(purchase intentions) 관계에서 소비자의 특성(consumer characteristics) 중, 형평성(equality)의 정도가 어떠한 조절효과를 나타내는지 조사한다.

Study 2는 코스닥 상장 기업을 대상으로 한 산업분류를 바탕으로 시장 경쟁구조 형태(market competition structures)를 분석한 후, 두 개의 상이한 시장 경쟁구조 형태(oligopoly vs. monopolistic competition)에 따른 SME 포지셔닝 효과를 소비자 태도(consumer attitude)로 평가한다. 또한, 소비자의 인지된 기업의 혁신(perceived firm innovativeness: PFI) 정도가 효과적인 SME 마케팅 전략에 어떠한 영향을 미치는지 소비자 태도를 통해 분석한다.

최종적으로 소비자의 자아일치성(self-congruity)의 영향이 SME의 small business positioning 전략, 시장경쟁구조 형태(types of market competition structures), 그리고 인지된 기업의 혁신성(PFI)과 소비자 태도(attitudes) 사이의 관계에서 각각 어떠한 조절효과를 가지는지 분석하고 그 전반적인효과를 평가한다.

본 연구는 형평성에 대한 소비자의 특성과 그동안 검증되지 않았던 기업 및 브랜드의 다양한 특성이 성공적인 SME 포지셔닝에 결정적으로 차별화된 요소로 영향을 미치는지에 대한 질문에 답을 제시한다.

This research is to explore the importance of small businesses and start-ups to provide a comprehensive analysis of effective marketing strategies that can be used by small companies and operations.

In this research, Study 1 recognizes the importanc ...

This research is to explore the importance of small businesses and start-ups to provide a comprehensive analysis of effective marketing strategies that can be used by small companies and operations.

In this research, Study 1 recognizes the importance of consumer characteristics in favor of SME in the modern market. Study 2 evaluates the extent to which the competition structure affects the effectiveness of SME marketing strategies on consumer attitude. Then, the author investigates how consumers perceived firm’s innovativeness affects consumer’s attitudes towards SME brands.

The findings of this research provide contributions to SME and branding literatures and offer marketers significant implications.

The major research purpose of this research is to explore the importance of small businesses and start-ups. To achieve the research objective, this study attempts to provide a comprehensive analysis of effective marketing strategies that can be used b ...

The major research purpose of this research is to explore the importance of small businesses and start-ups. To achieve the research objective, this study attempts to provide a comprehensive analysis of effective marketing strategies that can be used by small companies and operations.

This research consists of two studies. In Study 1, it recognizes the importance of consumer characteristics in favor of SME in the modern market. Indeed, the study examines the moderating roles of consumer’s equality concerns on the relationship between the effect of SME brand positioning strategies and consumers’ purchase intentions. In Study 2, after analyzing the industrial classification of KOSDAQ-listed companies, the total number of companies of each industry is used to classify the type of market competition structure. Then, the study evaluates the extent to which the competition structure affects the effectiveness of SME marketing strategies on consumer attitude. In addition, the study investigates how consumers perceived firm’s innovativeness affects consumer’s attitudes towards SME brands.

The results of this research demonstrates the macro-level analysis of the international market trends and various consumer characteristics covered in this research paper. These findings offer important implications to marketers and be useful as basic data for future research.

In the field of international business, the findings of this research broaden the effective brand positioning strategies for SME. The results of this study may contribute to existing international business literature, specifically on the topics of glo ...

In the field of international business, the findings of this research broaden the effective brand positioning strategies for SME. The results of this study may contribute to existing international business literature, specifically on the topics of global SMEs and Korean SMEs domestically. Considering the fact that research on consumer attitudes toward small businesses and start-ups in Korea has been rarely investigated, comparative analysis of the present research has significant contributions.

The present research has a significant impact on understanding the complex needs of global consumers. That being said, the platform of M-commerce and S-commerce ecosystems of today’s marketplace enables SMEs and start-ups to establish competitive structures favorable to international business environments. The findings of this research can provide insightful information for SMEs and start-ups to create their market competitiveness. Consequently, the results drawn from this research are expected to help small businesses and start-up companies establish effective marketing strategies for sustainable growth in the era of “New normal.”