A Two-Track Strategy for Sustainability of Korean MNEs Using Text Mining

• 발행기관: 한국유통과학회
• 저자명: Young-Eun PARK
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2018 International Conference on Business and Economics (ICBE 2018), 281~288쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2018.06.25

영문 초록

This study aims to utilize big data contents of news and social media for developing a corporate strategy of multinational enterprises and global decision-making through the text mining technique. In this paper, the data of 2 news media(BBC and CNN) and 2 social media(Facebook and Twitter) was collected for the three Korean Multinational Enterprises(Samsung, Hyundai Motor Company, and LG) from April, 2018 to April, 2019. The findings of this paper have shown that traditionally, news media, and especially social media such as Facebook and Twitter, which are global real-time platforms, have become important channels to reflect key issues in showing global trends and phenomena for businesses. Moreover, analyzing the unstructured texts of those media and understanding the association rules between them lead to greatly contribute to understanding consumer behavior and their responses by creating steady communication and empathy with consumers. In conclusion, this study provides a basis and meaningful implication for establishing a two-track strategy through future forecasting of global corporations and generate important insights for global decision- making for sustainability of business.

목차

1. Introduction

2. Literature Review

3. Data and Methodology

4. Results

5. Conclusions

키워드

Korean Multinational Enterprises Text mining News media Social media Sustainability