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- W761855715 abstract "Under the recent global business environment and active e-commerce era through digital media, the decision on the exporting companies' brand and web domain development is a very crucial strategic choice. Especially, since web domain development is closely related with company's brand strategy, this study is conducted to research the decisive factors of exporting brand strategy on the basis of the need research results on Korean exporting company's overseas brand and domain development strategy. As presented in statistical results, in case of Korean exporting businesses, the level of OEM brand export was when there was high export competitiveness and the level of OEM brand export was high when there was higher uncertainty about the environment. This supports the hypotheses on the basis of existing research documents. However, the similarities of markets failed to bring out any statistical meaningful influence. As the second result, businesses with high export competitiveness tend to select global brand strategy and businesses with high environment uncertainty tend to choose local brand strategy. However, the similarity of markets failed to show any statistical meaningful influence." @default.
- W761855715 created "2016-06-24" @default.
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- W761855715 date "2009-01-01" @default.
- W761855715 modified "2023-09-28" @default.
- W761855715 title "The exploratory study on exporting brand strategy: Focused on the demand survey for brand & domain consulting" @default.
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