Prof. Cheol Park
Korea University, South Korea
Cheol Park (Ph.D. in Business Administration) is a Professor at Korea University, South Korea. He received his B.A. in Economics, M.B.A. and Ph.D. from Seoul National University. He worked for Samsung as assistant manager of global marketing before joining academic area. He has been a visiting scholar at Vanderbilt University, University of Hawaii, and Mongolia International University. His research interests include marketing in digital environment and sustainable management with creating social value. He has published papers in influential journals such as International Marketing Review, Journal of Business Research, Industrial Marketing Management, and Journal of Interactive Marketing.
Online Buzz in Social Media, Brand Equity, and Financial
Social media is being used as an effective marketing
tool for companies by providing a new way for brands to
interact with their audience. As the importance of
social media increases, the effects of social media on
marketing performance such as awareness, sales, and
corporate value are being studied. However, the effect
of social media on financial performance has not been
well researched. The research on financial performance
is limited in that it only explains the financial
investment side of the company such as volatility of
stock price and does not fully explain the corporate
performance of the consumer side. In addition, social
media is providing new opportunities and benefits to
brand management, but it is difficult to measure how
social media marketing contributes to brand success. In
this context, this study analyzes the mediating role of
brand equity in the relationship between online buzz
volume in social media and financial performance, and
how the effect of brand equity depends on the type of
corporate(product/service). The results showed that
online buzz volume in social media had a positive effect
on the financial performance through brand equity, and
this relationship was strengthened in service firms as
compared to product firms.
Voon Boo Ho
Universiti Teknologi MARA Cawangan Sarawak, Malaysia
Prof. Donald Chang
Metropolitan State University of Denver, USA
Dr. Chang received his MBA and Ph.D. in marketing from
University of Missouri-Columbia, BBA from National Chengchi
University, Taiwan. His main teaching interests include
international marketing, marketing research, and marketing
strategy. Dr. Chang’s main research interests include
strategic marketing, international marketing, crosscultural
research, international leadership behavior, market
orientation, service quality management, market research,
innovation management, tourism and destination marketing,
pricing strategy, among others. He has been a marketing
educator since 1980s at a number of universities in the
States and in Taiwan, including University of Missouri,
University of Wisconsin, National Chengchi University
(Taiwan), Tunghai University, Loyola University, and
currently a senior professor at the Metropolitan State
University of Denver.
Speech Title: Management-Subordinate Relationship, Market Orientation, and Corporate Performance: An Empirical Study
Abstract: Top management plays an important role in forming a market-oriented culture and delivering high quality services to customers. To date, limited empirical work has been done to examine the effect of management behavior and management-subordinate relationship in the marketing context. Marketing concept has been the foundation of modern marketing theories and practices. The significance of customer and market orientation, i.e., the implementation of the marketing concept, has been closely examined in the marketing and management literature. The present study investigates the impact of management behavior and management-subordinate relationship on organizational effectives, as measured by market orientation, service quality, and job contentment. Specifically, the following issues are examined:
1. How does management-subordinate relationship affect organizational effectiveness?
2. What is the relationship between management behavior and management-subordinate collaboration?
3. Is there a relationship between organizational effectiveness and business performance?
4. Is there a direct effect of management-subordinate relationship and business performance?
Data were collected via a survey with 330 middle-level and lower-level managers from a variety of industry sectors in a major metropolitan area in the U.S. Constructs were measured by multiple items with 7-point Likert scale. Exploratory factor analysis was employed to examine their validity. The relationships among management-subordinate task relationship, organizational effectiveness, and business performance are supported. Specifically, among management-subordinate task relationship components, both the goal-oriented management behavior and common-goal relationship have consistent, significant effects on all performance measures. This illustrates the importance of goal setting and communication. Surprisingly, both market orientation and service quality also promote conflict between the management and the subordinates, while enhance job satisfaction and reduce job switch intention.
The research findings offer important managerial and research implications. Future research may further examine the direct and indirect linkages among management behavior, collaboration, market orientation, job contentment, and various business performance factors in various companies, industries, and cultures. Additional future research effort may also be directed toward how various corporate factors, such as the choice of marketing strategy, influence a firm’s orientation toward the market and its customers to gain more thorough understanding of the overall corporate management-performance model.
International Pacific University, Japan
Mr Fujino started his career with Canon Inc., followed by the Distribution Economics Institute of Japan (as Senior Researcher), Yokohama College of Commerce, Gakushuin Management School, and Kamakura Women’s University (as Lecturer). Most recently, Mr Fujino has been a Professor in the Department of Contemporary Business at International Pacific University Japan. He teaches courses of marketing, distribution, field work and practical corporate management. His research interests are consumer behavior, marketing strategies and tactics.
Speech Title: An additive View to analyze Supply Chain
Management Elements and Scheme
Abstract: Goods business, even if the goods is combined material and service, must manage the goods distribution system. The system is usually called Supply Chain Management (SCM). This presentation focuses on the consumers’ view into SCM. Those viewpoints, not the alternative of goods but the alternative of supply chains, provide new elements and a scheme of SCM.
School of Business Administration Korea University, South Korea
International Pacific University Japan
Kaunas University of Technology