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해외자회사가 창출한 마케팅 지식과 역지식이전

Creation of Foreign Subsidiaries' Marketing Knowledge and Reverse Knowledge Transfer

정갑연|채명수
한국국제통상학회 (The Korean Association of Trade and Industry Studies)|2013.12|국제통상연구 (Journal of International Trade and Industry Studies)|제18권 제4호|pp. 123-154

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키워드

역지식이전 과정해외자회사의 마케팅 지식창출공식적 통합 메커니즘사회화 메커니즘본사의 해외자회사 지식활용Reverse Knowledge Transfer ProcessSubsidiary's Marketing Knowledge CreationFormal Integration MechanismsSocialization MechanismsSubsidiary Marketing Knowledge Application of Parent Company
주제분류무역학

초록

최근 지식이전에 능동적인 해외자회사들이 현지국에서 습득한 다양한 지식들을 보다 적극적으로 활용하여 자회사 특유의 지식을 창출하고, 이를 다국적기업내 지식 네트워크를 통해 본사 및 다른 자회사들에게 이전 및 공유함으로써 다국적기업 전체의 역량 증진을 이끌고 있다. 이러한 해외자회사의 활동을 역지식이전(reverse knowledge transfer)이라 하며, 이는 해외자회사에서 본사로 지식이이전 및 활용되는 정도를 의미한다. 역지식이전과 관련된 대부분의 기존 연구들은 해외자회사에서 본사로의 성공적인 지식이전에 영향을 미치는 요인들을 밝히는데 치중하였다. 그러나 암묵지의 성격이 강한 마케팅 지식은 지식 전수자와 수혜자 간의 상호작용과정을 거쳐 형식지로 변환되어 활용되는 특성이 있다. 아울러 해외자회사와 본사 간에는 보편적으로 위계질서가 존재하기 때문에 이러한 상호작용과정은 더욱이 그 중요성을 갖는다. 따라서 본 연구에서는 다양한 기존문헌들을 바탕으로 역지식이전을 하나의 완료형 개념이 아닌 연속적인 일련의 과정으로 판단하고, 해외자회사가 현지국에서지식을 창출하여 본사와 지식을 공유하는 과정을 거친 뒤에 본사가 이러한 지식을활용하는 지를 살펴보고자 하였다. 분석결과 해외자회사가 창출한 마케팅 지식이지식 통합메커니즘의 일환인 공식적 통합 메커니즘과 사회화 메커니즘에 긍정적인 영향을 미치는 것으로 확인되었다. 또한 공식적 통합 메커니즘은 본사의 해외자회사 지식활용에 영향을 미치지 않지만, 사회화 메커니즘은 긍정적인 영향을미치는 것으로 나타났다. 이러한 결과는 해외자회사가 현지국 특유 지식을 많이창출하게 되면 다국적기업 내 공식적 통합 메커니즘과 사회화 메커니즘을 적극적으로 유도해 낼 수 있음을 의미한다. 또한 역지식이전 상황에서는 지식 통합 메커니즘 중 비공식적 메커니즘인 사회화 메커니즘을 통해서 지식이 공유되고, 본사가 해외자회사의 지식을 활용함을 알 수 있다.

Abstract

In response to an increased need of balancing pressures for global integration and local responsiveness, foreign subsidiaries are demanded to play a prominent role in creating and transferring knowledge, valuable for the multinational corporation(MNC). In this context, a key managerial problem is how to identify the relationship between subsidiary knowledge creation and effective knowledge flows from the subsidiary to the parent company which means reverse knowledge transfer(RKT). Accordingly, the paper aims to develop a framework of RKT process. To achieve this purpose, the research tries to analyze the process of reverse knowledge transfer based on the relationship of three factors as components of on RKT process: (1) subsidiary's marketing knowledge creation; (2) knowledge integration mechanisms(formalization,socialization); and (3) subsidiary marketing knowledge application of parent company. Based on the previous research, the hypotheses were developed and based on 253 foreign owned subsidiaries in Korea, the proposed model is testified with the SPSS 15.0 and AMOS 7.0. The results indicate that subsidiary's marketing knowledge creation is positively associated with formal integration mechanisms and socialization mechanisms. In addition, while formal integration mechanisms do not have significant effect on subsidiary marketing knowledge application of parent company, socialization mechanisms are positively associated with it. Further, the relationship between subsidiary's marketing knowledge creation and subsidiary marketing knowledge application of parent company is mediated by formal integration mechanisms and socialization mechanisms.

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