중소벤처기업의 브랜드 자원과 시장점유율의 관계
The Relationship between Brand Resources and Market Share in Small-medium Ventures
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초록
수많은 선행연구에서 기업의 브랜드 자산과 시장점유율의 관계를 밝히고자 지속적인 관심과 연구노력을 기울여왔다. 그 결과로서, 브랜드는 기업의 경영성과 향상과 경쟁우위 창출에 결정적 기여를 할 수 있는 무형자원으로 파악되고 있다. 그러나 기존의 연구는 주로 대기업을 중심으로 이뤄졌을 뿐, 중소벤처기업에게 브랜드 자원이 어떤 역할과 중요성을 가지는지를 분석한 실증연구는 전무한 실정이다. 따라서 본 연구는 자원기반관점과 동적 능력의 시각에서 브랜드 디자인 및 브랜드 마케팅 능력과 함께 다른 시장기반 자원(가격, 품질, 기술)이 중소기업의 시장점유율에 어떤 영향이 있는지를 살펴보았다. 중소기업청의 설문조사에 포함된 2,114개의 중소벤처기업을 대상으로 다중회귀분석을 실시한 결과, 중소벤처기업의 브랜드 디자인, 가격, 품질, 기술이 국내시장점유율에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 또한 흥미롭게도, 해외시장점유율에는 오직 기술요인만이 부(-)의 영향을 미친다는 분석결과가 제시되었다. 본 연구는 대기업중심의 사고에서 벗어나 중소벤처기업 대상의 실증분석 결과를 제시함으로써 선행 이론의 적용범위를 확대하였으며, 또한 중소벤처기업들이 브랜드 디자인과 브랜드 마케팅 경쟁력을 통해 시장점유율을 향상시킬 수 있는 구체적 전략을 고안하는데 도움을 줄 수 있을 것으로 기대된다.
Abstract
Recently, academics and practitioners have invested extensive research efforts to understand the true impacts of brand marketing assets and market share. As a result, it is generally accepted that a brand makes decisive contributions to creating competitive advantages and improving firm performance. However, most of these studies were centered only on large companies, not on small-medium-sized ventures. In an attempt to bridge the research gaps, this paper seeks to more throughly understand the relationship between brand marketing resources and market share within the small-medium ventures, based on the theoretical lens of RBV(Resource-Based View of the Firm) and dynamic capability theory. More specifically, this study explores to analyze not only brand design and brand marketing capabilities, but also how other market-based resources such as price, quality, and technology are related to domestic and overseas market shares. This research uses the dataset of 2,114 small-medium ventures collected from a questionnaire survey by the Small and Medium Business Administration, Korea. The empirical results from multiple regression analysis showed that the brand design, price, quality, and technology of small-medium ventures has a statistically significant impact on the domestic market share. Surprisingly, the research findings observed that only technology has a negative effect on overseas market share. Going beyond the perspective of large firms, this study is expected to expand theoretical scope, by suggesting empirical results obtained from small-medium ventures. Moreover, the results help SMVs in formulating realistic plans to improve their market shares via brand design and brand marketing capability.
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