Strategic Marketing and Firm Value

전략적 마케팅과 기업가치

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전략적 마케팅과 기업가치

This "Strategic Marketing and Firm Value" research lab studies firms' different marketing and corporate social responsibility (CSR) strategies and their impacts on firm value and risk. This lab also examines how the characteristics of executives in top management team (TMT) influence strategic decisions and their performance implications. This lab extends its research scope to IT- and AI-based marketing strategies and their effects on firm value and risk.

Major research field

Strategic Marketing and Firm Value

Desired field of research

IT- and AI-based marketing strategies and their effects on firm value and risk.

Research Keywords and Topics

Marketing Strategy, AI-based marketing, Metaverse, Firm value, Firm risk, Advertising, R&D, Corporate Social Responsibility

Research Publications
MORE

Cuili, Qian, MinChung Kim*, Riki Takeuchi, and Seungrae Lee (2023, forthcoming), “A Multilevel Model of Expatriate Staffing and Subsidiary Financial Performance: An Expanded Fit Perspective,” Journal of International Business Studies.
Kim, MinChung*, Guiyang Xiong, and Kwangho Kim (2018), “Where does Pride Lead? Corporate Managerial Hubris and Strategic Emphasis,” Journal of the Academy of Marketing Science, 46(3), 537-556.
Kim, MinChung* and Leigh McAlister (2011), “Stock Market Reaction to Unexpected Growth in Marketing Expenditure: Negative for Salesforce, Contingent on Spending Level for Advertising,” Journal of Marketing, 75(3), 68-85.
McAlister, Leigh, Raji Srinivasan, and MinChung Kim (2007), “Advertising, Research and Development, and Systematic Risk of the Firm,” Journal of Marketing, 71(1), 35-48 (MSI Paul H. Root Award Finalist).

Patents

특허명: 대상을 설명하는 텍스트 데이터에 기계 학습 모델을 적용하여 생성된 벡터 그래픽 커맨드를 이용하여 대상을 표현하는 이미지를 생성하는 방법 및 장치
발명자: 김민중 김태환
특허년월: 2023년 2월

국가과학기술표준분류

  • SC. 경제/경영
  • SC10. 마케팅
  • SC1001. 마케팅전략

국가기술지도분류

  • 정보-지식-지능화 사회 구현
  • 012300. 인공지능/지능로봇 기술

녹색기술분류

  • 녹색기술관련 과제 아님
  • 녹색기술관련 과제 아님
  • 999. 녹색기술 관련과제 아님

6T분류

  • IT 분야
  • 기타 정보기술
  • 010411. 기타 정보기술