연세대학교 경영연구소

Dae Ryun Chang, 류성민,.  Korea as a Comparative Business Marketing System: Review and Prospects  JOURNAL OF BUSINESS-TO-BUSINESS MARKETING  21  : 213~236

발표년도: 2014  |  분야: 마케팅/국제경영

This article enables a deeper understanding of Korea’s B2B research situation and provides direction as to what we should study in the future. In the descriptive analysis, Korean B2B articles account for only 4% of marketing-related research, and 70% of the articles used Korean data only, whereas 28% referred to data from abroad. In the contents analysis, the articles mainly addressed the cultural differences between the East and the West as well as the differences in the perception regarding B2B relationships. In particular, Koreans consider the special relationship regarding education (Hakyoen) and region (Jiyeon) as being significant factors.

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