Jaeseok Jeong

From corporate social responsibility to creating shared value with suppliers through mutual firm foundation in the Korean bakery industry: a case study of the SPC Group

This study introduces the transformation process of a companys non-market strategy from corporate social responsibility to creating shared value (CSV). The proposed framework depicts supplier relationship management (SRM) activity, through the case of a Korean bakery franchise, using non-market strategies as a tool for SRM. The analysis explains the backgrounds of the transformation and the ramifications of the changes on SRM actions, such as mutual firm foundations, long-term contracts, and temporal relations. A mutual firm is suggested as the representative form of CSV activity within a triple helix innovation that would create business and social value, ultimately achieving regional resilience.

Electronic commerce and online consumer behavior research A literature review

This paper aims to identify studies concerning online purchase behavior research published after 2000 in the main management information systems (MIS) and electronic commerce journals. These are categorized as studies of website use and online purchase behavior respectively. The review presents a holistic picture of the domain for online consumer behavior. The paper provides an insight into the field of electronic commerce and online consumer behavior with further discussions on theoretical and practical implication of these studies.

Market Segmentation Based on Attributes for the Purchase of Fresh Ginseng

This study aims to subdivide consumers by at- tributes determined mainly by consumers of fresh ginseng. It is to compare and analyze the characteristics by cluster, and to deduce the implications on distribution and marketing. For this study, a survey was conducted targeting 250 consumers of fresh ginseng. The factors were deduced through performing the exploratory factor analysis on the results of the survey, and the consumers of fresh ginseng were classified through cluster analysis. As a result of the study, the attributes considered for the purchase of fresh ginseng were condensed to the three factors: physical char- acteristic factor, safety factor, and cultivation indication in- formation factor. With these as the standard, the consumers of fresh ginseng were subdivided into the three clusters: safety-oriented consumption type, label-centered con- sumption type, and high involvement consumption type. It was found that there were differences in demographic characteristics and attributes considered for purchase of fresh ginseng by cluster analysis. This study suggests the

Deceptive advertising and abnormal stock returns: An event study analysis

This study examined the impact of deceptive advertising on the abnormal stock returns of firms. Using an event study analysis with 101 cases from the FTC database over the period 1987–2005, the FTC rulings on deceptive advertising were found to have the negative effects on the abnormal stock returns of firms. Among the firm-specific factors examined in this study, the amount of advertising expenditures played a role in alleviating the impact of deceptive advertising on the abnormal stock returns, and the firms charged with consent agreements alone were found to lose less firm value than those charged with additional actions by the FTC. Results also showed that the negative effects on the abnormal stock returns created by the FTC actions did not quickly disappear afterwards. These results imply that marketing managers should exercise caution in designing advertising messages that may or may not intend to violate the FTC rules and regulations on deceptive advertising.

The Present and Future of Food Market in the Northeast Asia: Drinks Market

The main goal of this study is to show promising future food market of Northeast Asia countries, including China, Japan, and South Korea. Drinks market, including soft and alcoholic drinks is selected to show global food companies new opportunities for next strategic movements. Market Attractiveness Matrix is developed based on BCG matrix as a main framework for this study. CDI (Category Development Index) is also used. It is found that Asia-pacific has fast-growing markets and it has strong potential for future investment. Northeast Asia countries (China, Japan, and South Korea) turned out to be ones of the most attractive regional markets. However, European drinks market is saturated even though its size is still big. This study suggests that Northeast Asian market be considered a market for the next strategic movement and investment. J. Moon Program in Regional Information College of Agriculture and Life Sciences Seoul National University, South Korea e-mail : moonj@snu.ac.kr Phone : +82-2-880-4722 J. S. Jeong( ) Department of International Business Graduate School of Pan-Pacific International Studies Kyung Hee University, South Korea e-mail : profjeong@khu.ac.kr Phone : +82-31-201-2362