Two essays in the information and telecommunications industry : marketing strategy of venture firms and demand forecasting of interactive TV service

Abstract

[PART I] This study focuses on the relationship between marketing strategy and performance of Korean Information and Telecommunications (IT) venture firm. We begin by analyzing marketing strategies that may affect the performance of these ventures. We then consider the market environment to determine if it has a moderating effect in the relationship. A sample of 92 Korean IT ventures was selected. Through factor analysis, we identified 5 marketing strategies: "aggressive and competitive", "product radicality", "diverse distribution channel", "target marketing" and "product variety", and 3 types of environment: "hostile market", "uncertain market", and "growth-expected market". The findings of this study support those of previous studies. Marketing strategies such as "aggressive and competitive strategy", "product priority" and/or "product variety" were proven to be significant to the performance of Korean IT ventures. As for environmental factors, some were found to conduct moderating roles which significantly impacted on the strength or direction of the relationship between marketing strategy and performance. In the"hostile market," not all of the ventures pursuing an "aggressive and competitive strategy increases their Return On Investment (ROI). The "diverse distribution channel" strategy was moderated by the "hostile market" in terms of performance. In the "uncertain market", Korean IT ventures pursuing a "product variety" strategy tended to not have overall high performances. The moderating effect of the "uncertain market" impacted the product-related strategies such as "product priority" and "product variety". The relationship between the "product radicality" strategy and sales growth changed to be insignificant in the "uncertain market". The relationship between "product variety" strategy and ROI in the "uncertain market" changed from positive to negative. In the "growth-expected market", the "product radicality" and "product variety" strategies...