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Category
Strengths
Weaknesses
Caring hearts
Manage warm relationships with very close persons sharing hearts
Feel the responsibility to the contribution on the happiness of the socially disadvantaged
Warm relationships are limited to very close persons Socially contributing activities often lack authentic hearts
Passionate hearts
Pour passionate hearts into their works to enhance their self-esteems
Lead to speedy management
Higher priority for short-term goals
Show little passion toward reinforcing true partnerships with consumers
Authentic hearts
Show authentic heart by taking the lead in important activities
Limited to a small number of leaders with authentic hearts
Spiritual hearts
Pour the founder’s spirit into the organizational culture Strong commitment to social values
Founders’ spirit may be outdated
Social contribution activities are done without the partnership with consumers
Table 7. Main strengths and weaknesses of Korean marketers
contribute to the society. Meanwhile, LG electronics has clearly stated that the company would actively contribute to the UN Millennium Development Goal of reducing absolutely poor people by 50% from 2000 to 2015 in the world.
admired companies in Korea for nine consecutive years (Choi, K.B., 2015).
Korean rms typically have company spirits that originate from the management style of the founders.
Dimensions of Hearts
Firms
Category
Examples
Love/ Care
SK Group
Social Contribution
Educate and help young entrepreneurs to start social enterprises
Manage rms and funds to help social enterprises solving social problems
LG Electronics
Global Contribution
Contribute to the UN Millennium Development Goal that pursues reducing absolutely poor people by 50% from 2000 to 2015 in the world
Passion
Samsung Electronics
Innovation
Manage innovation to become a premier brand, overtaking Sony
Manage of speed in innovation and execution of strategies
Authenticity
Yuhan Kimberly
Consistency
Manage “Keep Korea Green Campaign” for 30 years, planting and nurturing 50 million trees in Korea, North Korea, and Mongolia
Spirit
Hyundai Motors
Founder’s spirit
Never stop challenging by action-oriented speedy decisions
Table 8. Marketing with hearts in Korean rms
Samsung electronics is known for the passionate heart toward innovation (Kotler & Armstrong 2014, pp.282- 283). Its passion for innovation enabled the company to take over the Sony’s leader position. The passionate Samsung employees devote themselves in their works, which make fast decisions and executions possible. It makes speedy but very carefully examined decisions. Yuhan Kimberly is well known for constantly nurturing trees for 30 years. The authentic heart toward nurturing forests in countries such as Korea, North Korea, and Mongolia has earned trust from Korean consumers and publics. They are selected as one of the three most
Especially, employees in Hyundai Motors group possess the spiritual heart of action-orientation and the challenging spirit of “never giving up.” The spiritual heart often leads them to make important decisions
in the fastest way among the competitors. The close examination on the strengths and weaknesses from Korean rms suggest some to-do’s list for marketers in TPM which will be discussed in the following section.
To-do’s for Marketers of True Partnership Marketing
TPM tries to see the forests before the trees. The new way of thinking is holistic, seeking harmonies among
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