The Antecedents and Consequences of Real-time Marketing
DC Field | Value | Language |
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dc.contributor.author | Jeong, Joo Hoon | - |
dc.contributor.author | Lee, Hobae | - |
dc.date.accessioned | 2022-01-13T08:43:51Z | - |
dc.date.available | 2022-01-13T08:43:51Z | - |
dc.date.created | 2022-01-04 | - |
dc.date.issued | 2008 | - |
dc.identifier.issn | 1598-7868 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/23398 | - |
dc.description.abstract | Real-time marketing is emerging as a new type of marketing which is suitable for meeting customers' needs in real time with flexible modular product architectures. This study developed a real-time marketing framework for implementing the strategy. This framework included four antecedents (modular marketing process, information technology availability, flexibility of organization structure, and market-based orientation), two mediators (real-time responsive product architecture and market-related speed), and SBU performance. Ten hypotheses were tested with path analysis, and the results were as follows: First, modular marketing process, information technology availability, and market-based orientation indirectly influenced a company’s market-related speed through the mediation of real-time responsive product architecture. Second, information technology availability, flexibility of organization structure, and market-based orientation directly influenced the company’s market-related speed. Finally, real-time responsive product architecture influenced SBU performances through mediation of a company’s market-related speed. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | 한국마케팅학회 | - |
dc.title | The Antecedents and Consequences of Real-time Marketing | - |
dc.title.alternative | The Antecedents and Consequences of Real-time Marketing | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Lee, Hobae | - |
dc.identifier.bibliographicCitation | 아시아마케팅저널, v.2, no.2, pp.11 - 19 | - |
dc.relation.isPartOf | 아시아마케팅저널 | - |
dc.citation.title | 아시아마케팅저널 | - |
dc.citation.volume | 2 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 11 | - |
dc.citation.endPage | 19 | - |
dc.type.rims | ART | - |
dc.identifier.kciid | ART001263575 | - |
dc.description.journalClass | 2 | - |
dc.description.journalRegisteredClass | kci | - |
dc.subject.keywordAuthor | real-time marketing | - |
dc.subject.keywordAuthor | modular marketing process | - |
dc.subject.keywordAuthor | information technology availability | - |
dc.subject.keywordAuthor | flexibility of organizational structure | - |
dc.subject.keywordAuthor | market-based orientation | - |
dc.subject.keywordAuthor | real-time responsive product architecture | - |
dc.subject.keywordAuthor | market-related speed | - |
dc.subject.keywordAuthor | SBU performance | - |
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