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역동적인 역량, 마케팅혁신, 지속적인 경쟁우위 그리고 성과간의 관계와 환경변화의 조절 영향: 전문경영인의 관점에서

The Relationships of Dynamic Capability, Marketing Innovation, Sustained Competitive Advantage, Performance and the Moderating Effect of Environmental Turbulence: From the Perspective of CEO

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초록

본 연구의 목적은 첫째, 역동적인 역량이 마케팅혁신에 미치는 영향, 둘째, 마케팅혁신이지속적인 경쟁우위에 미치는 영향, 셋째, 환경변화가 역동적인 역량과 마케팅혁신간의관계에서 미치는 조절적 영향을 규명하는데 있다. 구조방정식 분석결과, 시장 감지와자원재배치가 마케팅혁신을 증대시키고 지속적인 경쟁우위를 강화함으로서 궁극적으로기업의 성과를 향상시킨다는 가설들이 지지되었다. 또한 마케팅혁신이 시장 감지, 자원재배치와 지속적인 경쟁우위간의 관계에서 매개적 역할을 하고 있다는 것을 나타내고 있다. 한편 환경변화가 역동적인 역량과 마케팅혁신간의 관계에서 조절적 역할을 한다는 가설들이 부분적으로 지지되었다. 따라서 본 연구의 분석결과는 다음과 같은 실무적 시사점을가진다. 첫째, 마케팅혁신을 강화하여 지속적인 경쟁우위와 성과를 증대시키기 위해서는시장 감지, 자원재배치와 같은 역동적인 역량이 좋은 전략적 지향점이 될 수 있다는 것을의미한다. 둘째, 역동적인 역량이 지속적인 경쟁우위에 직접적인 영향을 미치는 것이아니라 마케팅혁신을 통해서 지속적인 경쟁우위를 증대시키기 때문에, 역동적인 역량을강화하는 기업의 활동이 마케팅혁신으로 연결되도록 노력해야 한다는 것을 의미한다.

Abstract

The purposes of the present study are to measure the relationships of dynamic capability, marketing innovation, sustained competitive advantage, performance and evaluate the moderating effect of environmental turbulence. The results of structural equation modeling support the hypotheses that dynamic capability enhances marketing innovation and thus firms' performance. The results also show that marketing innovation fully mediates between dynamic capability and sustained competitive advantage. And the hypotheses that environmental turbulence moderates between dynamic capability and marketing innovation are partially supported. Thus, the results of the present study provide the following managerial implications. First, dynamic capability may be a good strategic orientation for marketing innovation. Second, management needs to make sure that the strengthening of dynamic capability translates into the enhancement of marketing innovation.

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