Innovation and Pricing Strategies of Small and Medium Enterprises in Korea

• Main Authors: Kwonil Paul Kang, 姜權一
• Other Authors: Hsu, Muyen
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/j29brx

碩士 === 國立政治大學 === 科技管理與智慧財產研究所 === 107 === Korean small and medium enterprises (SMEs) have taken an essential role in economic growth of Korea. In order for SMEs to continue developing, it is essential to obtain a continuous profit from the company, and pricing strategy is very important in this regard. On the other hand, profitable pricing requires continuous innovation by the company. Based on this reality, this thesis examines the relationship between market structure, innovation, and pricing theory, and examines what kind of pricing theory Korean SMEs should pursue through in-depth questionnaires. According to the survey, in the case of the oligopoly market, all samples were improved product value primarily through product innovation and selected Value-based Pricing. In case of monopolistic competition, samples which achieved cost down with the new product through the product imitation uses the Cost-based Pricing and the Competition-based Pricing according to the degree of product differentiation. And samples which achieved the cost down in the product development through the process innovation use the Cost-based Pricing for their pricing strategy. In addition to this thesis, further research is required to understand the relationship between future innovation and pricing strategy.