Jae-Eun Chung

When and How Does Supplier Opportunism Matter for Small Retailers' Channel Relationships with the Suppliers?

This study examines the moderating influences of power‐dependence structure and environmental volatility on the relationships between supplier opportunism and its outcomes. Data were collected from 102 small retailers using a mail survey. The results of multiple regressions indicate that supplier opportunism decreases small retailer credibility/benevolence and long‐term orientation. Further, the findings show that the lower the small retailer dependence, the stronger the negative influences of supplier opportunism on small retailer long‐term orientation. Finally, the lower the environmental volatility, the stronger the negative influences of supplier opportunism on small retailer credibility/benevolence and its long‐term orientation. Marketing implications and recommendations are provided.

Does Small Retailer Market Orientation Matter for Long‐Term Oriented Relationships with Suppliers?

This study examines the influences of small retailer market orientation on supplier transaction‐specific investment and supplier role performance and the roles of supplier transaction‐specific investment and supplier role performance in determining small retailer long‐term orientation. Data were collected from 102 small independent apparel stores in the nited tates The results show that small retailer market orientation positively influences supplier transaction‐specific investment, which in turn influences supplier role performance. Supplier transaction‐specific investment and role performance influence small retailer trust, but only supplier transaction‐specific investment positively affects small retailer dependence. Small retailer trust and supplier transaction‐specific investment influence small retailer long‐term orientation.

Effects of Satisfaction and Trust on Long-Term Orientation in Small Apparel Retailer–Supplier Relationships

The goal of this research was to examine how economic and social satisfactions influence trust-credibility and trust-benevolence and ultimately, long-term orientation in the context of the small apparel retailer-supplier relationship. Moreover, this study investigated the moderating influences of power in the relationships between trust-credibility, trust-benevolence, and long-term orientation. Findings indicated that economic and social satisfactions had a positive influence on both trust-credibility and trust-benevolence. Furthermore, the results showed positive influences of trust-credibility and trust-benevolence on long-term orientation. The balance of power between retailers and suppliers had a moderating influence on the relationship between trust-credibility and long-term orientation, but not on trust-benevolence and long-term orientation. The results of the research contribute to a more in-depth understanding of the small apparel retailer-supplier relationship, which is currently extremely limited.

Exploring the Cognitive, Affective, and Behavioral Responses of Korean Consumers Toward Mobile Payment Services: A Text Mining Approach

The purpose of this study was to examine the cognitive, affective, and behavioral responses of Korean consumers toward mobile payment services based on the tri-component model by using a text-mining technique. Samsung Pay was chosen it is used in both online and offline transactions. We targeted social media data posted during the period between 1 July 2016 and 31 December 2016, which was about one year after Samsung Pay was launched. We conducted word frequency analysis, clustering analysis, and association rules using R programming. The results were the following. First, the 50 most frequently used words referenced the brand names of the mobile devices, payment methods, and the procedures and unique functions of Samsung Pay compared to other types of payment methods. Second, we classified the terms into 24 categories (11 categories of cognitive responses, 10 categories of affective responses, and 3 categories of behavioral responses) based on the tri-component model. The results of the clustering analysis based on the 24 categories showed a clear split between positive and negative responses at the macro level. The positive responses were further clustered into four groups, while the negative responses were fused into two groups at the micro level. Third, the association rules produced 65 rules, and we found that economic benefits played a great role in the positive feelings and continuous use of mobile payment services. This study offers valuable implications that may help mobile payment marketers with delivering services that correspond to consumer values and expectations, thus increasing consumer utility and satisfaction.

The Roles of Business Ethics in Conflict Management in Small Retailer–Supplier Business Relationships

Any ongoing relationship involves conflict. While facing conflict can be a serious matter for small firms with limited resources and capabilities, little is known about conflict management or the role of an ethical foundation, or business ethics, for small businesses. This study examines some influential factors regarding conflict management and the role of business ethics in satisfactory business relationship building in the context of small retailer–supplier relationships. The proposed model identifies (1) the relative importance of business ethics and role performance as antecedents and (2) two dimensions of satisfaction (social and economic) as consequences. The data, collected from small apparel retailers in the United States, clearly demonstrate the powerful role of business ethics. The positive perceptions of small retailers regarding supplier business ethics significantly reduces retailer–supplier conflict and increases retailer–supplier social satisfaction. Supplier role performance does not contribute to a reduction in retailer–supplier conflict as perceived by small retailers, but it does enhance the economic satisfaction of retailers, which further increases their social satisfaction. The functional benefits of conflict provide interesting insight. Providing several meaningful implications, this study demonstrates the unique aspects of conflict management within small retailer–supplier relationships.

Entry market choices and post-entry growth patterns among born globals in consumer goods sectors

Contrary to the mainstream born global (BG) perspective, some previous studies report the incremental expansion of BGs. In addition, the reasons behind BGs initiating specific steps, if any, and BGs’ entry market choices are still unknown or rather contrasting. This study views that such contrasting findings may be attributed to the contexts in which BGs operate. Within the context of consumer goods BGs, the purpose of this paper is to examine the entry market choices and post-entry growth patterns, and investigate the underlying reasons.,This study adopted in-depth historiographic case research from seven Korean BGs in the consumer goods sector that demonstrated success in internationalization. Multiple sources were used to gather data from each case. A total of 14 interviews, approximately two one-on-one interviews per firm, were the major means of data collection.,The findings revealed that first entry market choices among BGs functioned largely as attempts at emergent opportunities. However, after the first wave of entry into countries with available selling opportunities, entry market choice became a simultaneous pursuit of strategic markets and emergent selling opportunities. BGs focusing on image-oriented consumer goods appeared more strategic when entering the world’s leading markets to gain brand reputation. The analyses of internationalization processes revealed three patterns, which collectively implied that each move to the next stage came from a strategic decision to solve the problems related to survival and strategic visions for growth.,One contribution of this paper is the provision of empirical evidence for entry market choices among consumer goods BGs. The findings suggest that BGs’ entry market choices may not be a simple matter of simultaneous expansion to the world’s lead market. Instead, they may comprise more strategic decision. While previous studies have suggested such evolutionary or path-dependent internationalization processes, this study is among the first to reveal specific growth patterns and the possible reasons behind them.

Beaucre Merchandising Co. Ltd: A Successfully Internationalizing Korean Apparel Company

Ever since its inception in 1991, Korean apparel company Beaucre Merchandising Co. Ltd. has been evolving into a global apparel company. In its 23-year history, it has created seven of its own brands, a sales subsidiary in Shanghai, China, and a total of 553 directly managed sales outlets across six countries with approximately 50 % of their revenue generated from international business, without owning any production facilities. The company’s further expansion to US and European countries was achieved via wholesale systems. The company’s first and signature brand on & on achieved huge success in China, mainly due to timing and well-coordinated marketing strategies around a prestige brand image offering business attire for young women. The development of the Korean and Chinese apparel industries is touched on in this chapter to explain why Beaucre’s entry into China in 1999 was an innovative move. Their internationalization strategies are analyzed and implications drawn from both academic and practical perspectives.