본문 바로가기
KERD
논문KCI 등재

Pioneering the Distribution Industry in Korea: Dynamic Capability at Lotte Shopping

원지성
한국유통과학회 (Korea Distribution Science Association)|2018.10|유통과학연구 (Journal of Distribution Science)|제16권 제10호|pp. 5-21|DOI 10.15722/jds.16.10.201810.5

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

Lotte MartLotte ShoppingLotte Department Store7-ElevenLotte SuperOmni-Channel Strategy

초록

Purpose – This case study reviews the development history of Lotte Shopping, which has played a key role in modernizing Korea’s retail industry. Research design, data, and methodology – Lotte Shopping’s expansion to various channel types has been reviewed from the perspective of the resource-based view of strategy. The opening of Lotte Department Store in 1979 signaled the beginning of the modernized distribution system in Korea. Lotte Shopping expanded its business domains to various types of retail channels, such as discount stores, online shopping malls, TV home shopping, convenience stores, supermarkets, home appliances specialty stores and health & beauty stores. Results – Lotte Shopping has been able to maintain high level of customer satisfaction with leading merchandising skills. It has developed mutually beneficial relationship with the partner firms. It has also been a leading firm in implementing corporate social responsibility activities and environment-friendly management. Lotte Shopping has applied advanced information and communication technology to provide customized goods/services. Conclusions – This study summarizes the business environment and new challenges Lotte Shopping faces currently. Lotte Shopping is trying to reinforce the omni-channel strategy, which can create synergy among various distribution channels based on its core competences.

Abstract

Purpose – This case study reviews the development history of Lotte Shopping, which has played a key role in modernizing Korea’s retail industry. Research design, data, and methodology – Lotte Shopping’s expansion to various channel types has been reviewed from the perspective of the resource-based view of strategy. The opening of Lotte Department Store in 1979 signaled the beginning of the modernized distribution system in Korea. Lotte Shopping expanded its business domains to various types of retail channels, such as discount stores, online shopping malls, TV home shopping, convenience stores, supermarkets, home appliances specialty stores and health & beauty stores. Results – Lotte Shopping has been able to maintain high level of customer satisfaction with leading merchandising skills. It has developed mutually beneficial relationship with the partner firms. It has also been a leading firm in implementing corporate social responsibility activities and environment-friendly management. Lotte Shopping has applied advanced information and communication technology to provide customized goods/services. Conclusions – This study summarizes the business environment and new challenges Lotte Shopping faces currently. Lotte Shopping is trying to reinforce the omni-channel strategy, which can create synergy among various distribution channels based on its core competences.

참고문헌 (52)

  1. Anderson, C., "The Long Tail: Why the Future of Business is Selling Less of More" (2006), Hyperion
  2. Anderson, P. F., "Marketing Strategic Planning and the Theory of the Firm", Journal of Marketing, 46(2), pp.15~26 (1982)
  3. Jung-Yim Baek, "The Localization Strategies and Success of Costco : Focusing on a Japanese Mature Retail Market", 산경연구논집, 9(2), pp.7~16 (2018), 한국유통과학회
  4. Barney, J., "Strategic Factor Market: Expectations, Luck, and Business Strategy", Management Science, 32(10), pp.1231~1241 (1986)
  5. Barney, J., "Firm Resources and Sustained Competitive Advantage", Journal of Management, 17(1), pp.99~120 (1991)
  6. Berman, B., "A Guide to Developing and Managing a Well-integrated Multi-channel Retail Strategy", International Journal of Retail & Distribution Management, 32(2), pp.147~156 (2004)
  7. Christensen, C. M., "The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail" (2000), Harvard Business Review Press
  8. Dabholkar, P. A., "A Measure of Service Quality for Retail Stores: Scale Development and Validation", Journal of the Academy of Marketing Science, 24(1), pp.3~16 (1996)
  9. Danneels, E., "Trying to Become a Different Type of Company: Dynamic Capability as Smith Corona", Strategic Management Journal, 32(1), pp.1~31 (2010)
  10. Day, G., "The Capabilities of Market Driven Organization", Journal of Marketing, 58(4), pp.37~52 (1994)
  11. Dierickx, I., "Asset Stock Accumulation and Sustainability of Competitive Advantage", Management Science, 35(12), pp.1504~1511 (1989)
  12. Eisenhardt, K. M., "Dynamic Capabilities: What Are They?", Strategic Management Journal, 21(Special), pp.1150~1121 (2000)
  13. Gatignon, H., "Strategic Orientation of the Firm and New Product Performance", Journal of Marketing Research, 34(1), pp.77~90 (1997)
  14. Ghosh, A., "Formulating Retail Location Strategy in a Changing Environment", Journal of Marketing, 47(3), pp.56~68 (1983)
  15. Golder, P. N., "Pioneering Advantage:Marketing Logic or Marketing Legend?", Journal of Marketing Research, 30(2), pp.158~170 (1993)
  16. Herr, P. M., "Impact of Dominance and Relatedness on Brand Extensions", Journal of Consumer Psychology, 5(2), pp.135~159 (1996)
  17. Helgeson, J. G., "A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality: The Impact of Socially Desirable Responding", International Journal of Market Research, 46(2), pp.205~233 (2004)
  18. Hollander, S. C., "The Wheel of Retailing", Journal of Marketing, 25(1), pp.37~42 (1960)
  19. Huff, D. L., "Defining and Estimating a Trade Areas", Journal of Marketing, 28(3), pp.34~38 (1964)
  20. Jayachandran, S., "The Role of Relational Information Processes and Technology Use in Customer Relationship Management", Journal of Marketing, 69(4), pp.177~192 (2005)
  21. Keller, K. L., "The Effects of Sequential Introduction of Brand Extensions", Journal of Marketing Research, 29(1), pp.35~50 (1992)
  22. 김상철, "재래시장의 경쟁력 강화방안에관한 연구", 유통과학연구, 2(2), pp.17~32 (2004), 한국유통과학회
  23. 김성수, "Teukyakmeip System and Department Stores in Korea", Asian Journal of Business Environment, 4(2), pp.23~29 (2014), 한국유통과학회
  24. Kim, W. C., "Blue Ocean Strategy:How to Create Uncontested Market Space and Make Competition Irrelevant" (2005), Harvard Business School Press
  25. Ki-Heung Kim, "물류 및 유통산업의 블록체인 활용과 정책 방향", 산경연구논집, 9(6), pp.77~85 (2018), 한국유통과학회
  26. Kohli, A. K., "Market Orientation:The Construct, Research Propositions, and Managerial Implications", Journal of Marketing, 54(2), pp.1~18 (1990)
  27. 이기황, "The Growth Strategy of Retail Companies: Focusing on New Stores Expansion of E-mart", 산경연구논집, 8(1), pp.15~22 (2017), 한국유통과학회
  28. Lotte Shopping, "30 Years History of Lotte Shopping(1979~2009)" (2009), Lotte Shopping Co., Ltd
  29. Annual Report 2016, "Lotte Shopping", Lotte Shopping Co., Ltd. IR Team, ~ (2016)
  30. Lotte, "Lifetime Value Creator" (2017), Lotte Group
  31. Manyika, J., "Big Data: The Next Frontier for Innovation, Competition & Productivity" (2011), McKinsey Global Institute
  32. Martineau, P., "The Personality of the Retail Store", Harvard Business Review, 36(1), pp.47~55 (1958)
  33. Moon, Y. M., "Different: Escaping the Competitive Herd" (2010), Crown Business
  34. Parasuraman. A., "SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perception of Service Quality", Journal of Retailing, 64(1), pp.12~40 (1988)
  35. Park, C. W., "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency", Journal of Consumer Research, 18(2), pp.185~193 (1991)
  36. Parker, G. G., "Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work" (2016), W. W. Norton and Company
  37. Penrose, E. G., "The Theory of the Growth of the Firm" (1959), Wiley
  38. Piotrowicz, W., "Introduction to the Special Issue Information Technology in Retail: Toward Omni-channel Retailing", International Journal of Electronic Commerce, 18(4), pp.5~15 (2014)
  39. Ries, A., "Positioning: The Battle for You Mind" (2000), McGraw-Hill Education
  40. Rostow, W. W., "The Stages of Economic Growth", The Economic History Review, 12(1), pp.1~175 (1959)
  41. Schwab, K., "The Fourth Industrial Revolution" (2016), World Economic Forum
  42. Shell, E. R., "Cheap: The High Cost of Discount Culture" (2009), The Penguin Press
  43. Sivadas, E., "An Examination of the Relationship between Service Quality, Customer Satisfaction, and Store Loyalty", International Journal of Retail & Distribution Management, 28(2), pp.73~82 (2000)
  44. Stalk, G., "Competing on Capabilities: The New Rules of Corporate Strategy", Harvard Business Review, 70(2), pp.57~69 (1992)
  45. Shuai Su, "Effects of Ethical Management of Retail Enterprises in Korea on Corporate Image and Purchase Intention", Asian Journal of Business Environment, 5(1), pp.27~35 (2015), 한국유통과학회
  46. Teece, D. J., "Economies of Scope and the Scope of the Enterprise", Journal of Economic Behavior &Organization, 1(3), pp.223~248 (1980)
  47. Teece, D. J., "Dynamic Capabilities and Strategic Management", Strategic Management Journal, 18(7), pp.509~533 (1997)
  48. Tellis, G., "Will and Vision: How Latecomers Grow to Dominate Markets" (2002), McGraw-Hill
  49. Verhoef, P. C., "From Multi-Channel Retailing to Omni-Channel Retailing:Introduction to the Special Issue on Multi-Channel Retailing", Journal of Retailing, 91(2), pp.174~181 (2015)
  50. Wahba, P., "Everything Must Go", Forturne, 95~100 (2017)
  51. Weitz, B. A., "Relationship Marketing and Distribution Channels", Journal of the Academy of Marketing Science, 24(4), pp.305~320 (1995)
  52. 원지성, "가격탄력성과 생산비용에 기초한 대량 마케팅과 표적시장 마케팅의 비교 분석", 유통과학연구, 11(4), pp.61~72 (2013), 한국유통과학회[DOI]

관련 논문AI추천

A Study on the Distribution Platform Business based on Shinsegae GroupSo-Hyung KIM한국유통과학회 · 유통과학연구2021 · 제19권 제4호The Growth Strategy of Retail Companies: Focusing on New Stores Expansion of E-mart김상철, 이기황한국유통과학회 · 산경연구논집2017 · 제8권 제1호Late Movers’ MarketEntry Strategies in the Chinese Retail Market: The Case of a Korean Company김규배, 김병구한국유통과학회 · 유통과학연구2012 · 제10권 제11호Global Distribution Enterprises' Entry into the Chinese Market: Focus on the Three Northeastern Provinces윤명길, Nam-Myun Kim한국유통과학회 · 산경연구논집2014 · 제5권 제3호옴니채널 유통환경에서의 고객서비스전략 - 롯데백화점 사례권대우, 김문기, 서인주, 최희정, 한상린, 홍수지한국소비자학회 · 소비자학연구2020 · 제31권 제2호A Case Study of Shinsegae E-mart: How E-mart Became the Number One Distribution Company even against Economic Crisis and the Entry of Walmart?김미예, 김정구, 전미나, 한정수, Joshua Y. Kim, Jungung Park한국마케팅학회 · 아시아마케팅저널2012 · 제14권 제3호

이 간행물의 다른 논문 (7건)

Chinese Female Consumers’ Intention to Use Mobile Payment ServicesZhi Zhang, Moon-Seop Kim, Ji-Eun Choipp. 23-30Studies on Problems Caused by Distribution of Larger Vessels in World Shipping MarketJin-Hwan Kimpp. 31-38The effects of Dessert Cafe Franchise’s Experiential value on Lovemarks and Brand loyalty: Focusing on the Control Variables by Structural Equation Model김기수, 김성훈, 조성호pp. 39-46중국 및 인도 소비자들의 외국브랜드 제품에 대한 재구매의도 결정요인 비교연구박현재pp. 47-54고객만족도가 기업가치에 미치는 영향이희태, 배정호pp. 55-64
원문 보기