Journal of the Korean Operations Research and Management Science Society (한국경영과학회지)

The Korean Operations Research and Management Science Society (한국경영과학회)
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An Exploratory Study for the Telecommunications Service Failure Cases in South Korea

정보통신 서비스의 실패 요인： 한국의 텔레콤 서비스시장에서의 실패사례연구

  • 안재현 (한국과학기술원 테크노경영대학원) ;
  • 권재원 ((주)인포뱅크) ;
  • 김명수 (한국과학기술원 테크노경영대학원) ;
  • 이동주 (한국과학기술원 테크노경영대학원) ;
  • 이상윤 (한국과학기술원 테크노경영대학원) ;
  • 한상필 (한국과학기술원 테크노경영대학원)
  • Published : 2002.09.01
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Abstract

In this paper, 15 South Korean telecommunications service failure cases were analyzed. Through the in-depth case study, 8 factors were found to be the major causes contributing to the telecommunications service failure. They were (1) ineffective marketing, (2) poor demand forecasting due to misjudgment of customer preference, (3) failure to satisfy technical specifications, (4) loss of cost advantage due to the price cut of competing services or new entry with lower price, (5) loss of utility advantage due to the increased utility of competing services or new entry with higher utility (6) decrease of market attractiveness due to change of customer preference, (7) impact of government policy, and (8) insufficient or low quality of contents. Additional analysis was done to derive managerial implications to the new telecommunications service development strategy. The findings from the paper will provide valuable Insight to the successful Implementation of new service development and service provisioning processes.

Keywords

References

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