박흥식

DOI: Vol.12(No.2) 1-25, 2005

Recently brand slogans have been rapidly spread in home and abroad cities. the belief being that slogans are one of efficient means on advertising and promotion of their cities. This study dealt with two questions on brand slogan development: What are differences between domestic and foreign cities in terms of the reasons to develop brand slogans. their forms. and major issues concerned with brand slogan development? And what are the problems and challenges in developing brand slogans? To answer these questions. the author examined the Internet materials searched 111 each of www.yahoo.com and kr.yahoo.com. while using ``city brand slogan`` as a key phrase. The results revealed that domestic cities`` reasons to develop brand slogans were perception of competitiveness with rival cities and need of advertising place products. For budget sizes and approaches of brand slogan development, however no big differences were found. The issues of developing brand slogans were found duplications. English expressions selected by not-native speakers in domestic cities. while those of foreign cities largely whether a brand slogan really reflects the tradition or ul1lque attributes of a city. There has been little study on brand slogans in the government sector. This study contributes to provide information for enhancing the understanding of brand slogan development and issues which are worthy of concern for a brand slogan.

Brand slogan, city brand, slogan, image marketing

민현정 , 형시영

DOI: Vol.12(No.2) 27-52, 2005

This study was performed to analyze the innovative cases concerned with Japan``s area-wide administration system being carried forward under the two axes, the support for autonomous municipalities and the definition of new area-wide administration, on the basis of its decentralization laws. It is considered that the new area -wide administration system would be very suggestive as Korean government also aims at decentralization and the establishment of autonomous municipalities. In line with this object. the basic structure of area-wide administration system was reviewed to cope with the change of administrative environment. under the goal of ``Autonomous Decentralization`` and ``Sovereign Community``. Likewise, the process of innovation and the issues were ascertained under the definition of new area-wide administration system, the function of local government under the new system and the guideline. In addition, this subject was classified into the function of basic municipality itself. the function as a decision maker and an executant and the function as the subject of area-wide administration. on purpose to find new relationship and to rearrange the areas and functions.

area-wide administrative system, role relations, regional decentralization reform

김신

DOI: Vol.12(No.2) 53-69, 2005

Strengthening corporate competitiveness by reducing administrative burdens from government regulation is a theme that is rapidly spreading among major OECD countries. Reflecting the trend, OECD suggests Red Tape Scoreboard Project which tries to measure administrative burdens among member countries by using Standard Cost Model. It also suggests that reducing them to a substantial amount by benchmarking good practices. To be ready to participate in the project in the near future. this study tries 1) to figure out the progress of the measurement of administrative burdens in OECD countries. 2) to examine main contents and procedures of the Standard Cost Model that is a method for measuring the cost of administrative burdens. 3) to derive the policy implication for the model introduction to Korea.

administrative burdens, red-tape, standard cost model, regulatory reform

조선일

DOI: Vol.12(No.2) 71-94, 2005

Participatory Government introduced total payroll budgeting system for extending local government``s decision autonomy in the number of sub-organization and personnel under the total personnel expenditure. Total payroll budgeting system is an institution for endowing chief of organization with an autonomy in deciding the number of sub-organization and personnel under the total personnel expenditure. In this context. this study analyzes the characteristics of this system. the implication for building an autonomous organization and personnel management system in local government according to the introduction total payroll budgeting system. and suggests some needed devices for building an organization and personnel management system in local government.

total payroll budgeting system, autonomous organization and personnel management system, ordinary organization diagnosis system, performance management system, objectivity of evaluation

김순은

DOI: Vol.12(No.2) 95-133, 2005

The current government. named as "Participation Government", has been characterized by its emphasis on Decentralization Reform, The Participation Government has taken various measures for implementing decentralization reform stronger than any other previous government. including road-map for decentralization reform. legislating ``Decentralization Special Act of 2003`` and ``Comprehensive Plan for Decentralization Reform of 2004.`` Despite of various measures mention above its performance has been assessed as unsuccessful. Presumably. there have many factor affecting the implementation of decentralization reform. including policy design defect. idealistic strategies for implementing decentralization and the combined policy of decentralization policy and national even-development policy. As discussed the combined policy of decentralization policy and national even-development policy is different in many respect, It is not easy. even impossible, to pursue the policies at the same time, The paper suggests that the policies ought to ~ implemented separately unlike the policy of Participation Government.

지방분권, 지방분권 평가, 국가균형발전, 지방분권 전략

안진

DOI: Vol.12(No.2) 135-157, 2005

This paper examines the reconstruction of administrative bureaucracy in Korea during the rule of U. S. Army Military government. Most bureaucrats were highly politicized after liberation. This feature is totally different from the assumption that technocrats are politically neutral. The main results of empirical analysis can be summarized as follows. (1) The main feature of the Military Government was the centralization In terms of the organization principle. The Military Government utilized the over-developed and centralized Japanese colonial system. (2) The personnel of state bureaucracy was chiefly recruited Rhee-KDP (Rhee Seungman -the Korean Democratic Party) group which was former pro- Japanese bureaucrats and pro-American persons. This feature made the bureaucrats highly politicized. They shared the common background under Japanese imperialism and ideology of anti-communism.

Pro-Japanese bureaucrats, the centralization of the organization, recruitment of Rhee-KDP group, politicization of state bureaucrats

손희준

DOI: Vol.12(No.2) 159-185, 2005

President Roh Moo-Hyun of Participatory Government puts great emphasis upon fiscal decentralization policies. Recently central government raised the rate of local shared tax and abolished the approval of local borrowings. guideline of local budget preparation etc. But many local governments dissatisfied these policy measures, because local revenues and taxes were actually not increased. This paper tried to evaluate the fiscal decentralization policies. And I recommend the proper portions of national income taxes and value added taxes should be given to local governments as "local income tax" or "local consumption tax" by means of tax sharing.

fiscal decentralization policies, the proper portions of national income taxes and value added taxes, local income tax, local consumption tax

양승주 , 김용민 , 김기주

DOI: Vol.12(No.2) 187-210, 2005

This study aims at making the rational classification model of local government authority. and analyzing the local public administration textbooks in Korea for discovering the misclassified contents based on this model. It generally seems to agree with the local government authority relating to the institutionalization through the results of the study. However. in relation to the Authority about the aim. there is a problem of vocabulary in most textbooks. In other words. they caused a confusion to readers using words like "autonomous administration authority. autonomous management authority. autonomous affairs authority", so I used a word "autonomous citizen``s welfare promotion authority" in this text. And I discovered that most textbooks used a word "autonomous staffing authority" out of it``s latitudes which related to the authority about means.

Local Government Authority, Autonomous Legislation Authority, Autonomous Citizen`s Welfare Promotion Authority, Autonomous Organizing Authority, Autonomous Staffing Authority, Autonomous Budgeting Authority

라미경

DOI: Vol.12(No.2) 211-232, 2005

The task of political empowerment for women is not the problem of liberation but the vital issue of political development in Korean politics. Why do women need to promote political representativeness? Now, it is not any new assertion that political participation of women needs to be expanded in every part of political, social and economic spheres. This inquiry, based on empirical standpoints, aims at studying political empowerment of women to ameliorate their political representativeness. Traditional studies, only describing normativeness of empowerment. lack in providing genuine meanings and practical ways of realizing political empowerment of women. Thus, this study more specifically analyzes the problems of political parties and searches for ways of improving political representativeness for women.

empowerment, NGO, political representativeness

심건길

DOI: Vol.12(No.2) 233-261, 2005

This study aims to suggest methods to enhance competitiveness of local universities in a bad condition. It conducted questionnaire using common alternatives shown from existing research literatures. As a result of analysis, it is found that while the evaluations of competition system of free market, security of autonomy and deregulation of university and uniform university assessment system were negative, restructuring of universities, division of roles between national and public universities and private universities, regional allocation system of men of ability, government``s selection and extensive support, characterization of universities, industrial-academic cooperative education, extension of management profit projects, localization and regional balanced development policies had positive evaluations. Accordingly, it is realized that methods of enhancing competitiveness of local universities should be sought centering around questionnaire items having positive evaluations.

Competitiveness of Local Universities, Characterization of University, Consolidation of Industrial-Academic Cooperative Education

지병문

DOI: Vol.12(No.2) 263-287, 2005

Local governments have been searching for alternatives replacing their inefficient and ineffective direct supply of public services. One of the alternatives is to contract the public services to the private sector. This paper tries to not only analyze the factors determining local governments`` contracting-out decision. but also examine the efficiency of the contracting-out in terms of the agency problem. extent of competition, externalities, and relative transaction costs of public and private production. By doing so, this paper suggests policy implications to the case of South Korea.

Local Governments, Contracting-out, Efficiency, Public Services

장우영 , 허태회

DOI: Vol.12(No.2) 289-316, 2005

This paper analyzes the characteristics of Internet regulatory governance. We explore comparatively the cases of EU and Korea for the goal of this research. These cases show us contrastive Internet regulation modes. Traditionally the study areas of media regulation are divided into the ownership and content. This research is a field of the latter. We need consider Internet as an organic body which brings about socially dynamic phenomenon. Therefore we have to develop political perspective to analyze media regulation beyond law and institution centric research. A hypothesis of this research is that institutionalization dynamism is the result of the political strategy of the state which tries to modify structural variables and get the interests. and the intervention level of the state determines that context. In this respect. Internet regulatory models reflect synthetically different strategy. policy and system of the individual states.

EU. governance, Internet, Korea, regulation

정순관

DOI: Vol.12(No.2) 317-336, 2005

With the evolution of localization, the competition among local governments is increasing. And then it is time to be required the localized development strategies for each local development. This study identifies the characteristics of strategic planning and implications of local policy through the review of strategic plannings in the U.S.A The review of those indicates that some strategic plannings did not be satisfied the conditions required for success. Especially, it is very important to link strategic planning process with financial plan.

strategic planning, management capability, performance measurement, financial performance, localization