해운기업의 환경, 시장지향성 및 경영성과간의 관계
The Relationship between Environment, Market Orientation and Performance in Shipping Companies
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초록
본 연구는 해운기업을 대상으로 실시한 설문조사결과를 활용하여 해운기업의 내･외부환경이 해운시장지향성에 미치는 영향과 해운시장지향성이 경영성과에 미치는 영향을 분석하였다. 본 연구결과에서 해운시장향성은 지식창출, 지식전파 및 시장에 대한 대응으로 측정하였다. 실증분석결과에서 첫째, 해운시장변동성이 높을수록 그리고 해운기술변동성이 높을수록 해운기업이 더 적극적으로 해운시장지향적인 활동하는 것으로 나타났다. 이는 해운기업이 외부환경의 변동성이 심할수록 더 해운시장지향적인 활동을 한다는 것을 의미한다. 둘째, 최고경영자가 해운시장에 몰입하는 정도가 높을수록 해운기업은 더 해운시장지향적인 활동하는 것으로 나타났고, 해운기업의 해운시장지향적인 훈련 강도가 높을수록 해운기업은 더 해운시장지향적인 활동을 하는 것으로 나타났다. 이는 최고경영자가 해운시장에 몰입하고 직원들의 해운시장지향적인 훈련 강도가 높을수록 더 적극적으로 해운시장지식을 창출하고, 창출된 지식을 전파하며, 해운시장에 대해 더 적극적으로 대응한다는 것을 의미한다. 셋째, 해운기업의 해운시장지향성이 높을수록 해운기업의 경영성과가 높은 것으로 나타났다.
Abstract
This study investigates the structural relationships between internal and external environment, market orientation, and firm's performance, focusing on the shipping industry in Korea. In particular, this article attempts to analyze market orientation that may be influenced by market turbulence, technological turbulence, top management commitment and market orientation training systems. The literature, the empirical studies of internal and external environment, market orientation, and firm's performance, contributes to developing the research model to test the relationships between variables in question. We used Jaworski and Kohli's(1993) MARKOR scale as a measure of market orientation. The survey of 102 shipping companies was conducted from September 10, 2013 through November 10, 2014. Partial Least Squares(PLS) analysis was applied to test the structural relationships between constructs set in the study. The results of the study provide compelling and strong evidence that there is a structural relationship between constructs contained in the empirical model, showing firm’s market orientation is directly affected by the four factors―market turbulence, technological turbulence, top management commitment and market orientation training system―, which makes a firm be competitive by enhancing its performances. We propose some implications based on the results of the study.
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