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시장지원제도가 국내 외식기업의 해외시장 진입유형 선택에 미치는 영향

The Influences of Market-Supporting Institutions on the Choice of Entry Modes of Korean Food Service Firms

김경애|송인걸
한국국제경영학회 (Korean Academy of International Business)|2022.05|국제경영연구 (International Business Journal)|제33권 제2호|pp. 1-29

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참고문헌

키워드

제도이론institution theoryentry mode진입유형시장지원제도market-supporting institution
주제분류경영학

초록

본 연구의 목적은 한국 외식기업의 해외시장 진입유형 선택의 결정 요인을 제도이론을 적용하여 검증하는 것이다. 외식기업에게 중요한 시장지원제도인 지적재산권 보호, 무역 자유, 투자 자유가 진입유형 선택에 어떻게 영향을 미치는지 분석하였다. 통제와 자원투입 수준에 따라 진입유형을 거래형, 제휴형, 투자형으로 구분하여 순서형 로지스틱 회귀분석으로 검증한 결과는 다음과 같다. 첫째, 현지의 지적재산권 보호 제도가 취약할수록 통제와 자원투입 수준이 높은 진입유형을 선택하는 것으로 나타났다. 이는 외식기업의 경영 성과에 중요한 지적재산권이 제대로 보호되지 않을 경우 기업은 이를 보호하기 위해 투자 부담이 증가하더라도 통제력이 높은 진입유형을 선택하기 때문인 것으로 해석된다. 둘째, 무역 자유 제도가 엄격하게 시행될수록 통제와 자원투입 수준이 높은 진입유형을 선택하는 것으로 나타났다. 외식업은 음식의 맛과 가격이 중요하므로 한국에서와 동일한 맛을 외국에서 구현하기 위해서는 식재료의 반입 가능성과 조달 비용이 매우 중요하다. 따라서 자유무역이 보장되면 필수 식재료를 한국에서 직접 반출하여 맛과 가격경쟁력을 확보하려는 유인이 작용하는 것으로 볼 수 있다. 이렇게 거래를 내부화 하려는 것은 한식 식재료들이 해외 시장에서 활발하게 거래되는 품목이 아니기 때문에 현지에서 구하기 어려울 뿐 아니라 가격도 매우 비싸기 때문이다. 셋째, 투자 자유 제도에 대한 가설은 유의확률이 높아 채택되지 않았는데, 이는 외식기업의 특성상 마스터 프랜차이즈 계약을 하더라도 본사의 통제력이 상당 정도 확보되기 때문인 것으로 유추된다. 본 연구는 한국 외식기업이 해외시장에 진출할 때 현지의 시장지원제도에 따라 진입 전략에 변화를 준다는 것을 실증적으로 규명했다는 점에서 중요한 의미를 갖는다.

Abstract

The purpose of this research is to verify the determinants of Korean food service firms’ choice of foreign market entry mode by applying the institution theory. It analyzed how intellectual property rights protection, trade freedom, and investment freedom, which are critical market-supporting institutions for foreign food service firms, affect the choice of entry mode. The results of the ordinal logistic regression analysis by dividing the entry mode into transaction mode, alliance mode, and investment mode according to the level of control and resource commitment are as follows. First, the weaker the host country's institution to protect intellectual property rights, the more foreign companies choose entry mode with a higher level of control and resource commitment. It is interpreted that if intellectual property rights, which are important for food service firms, are not properly protected, foreign companies choose an entry mode with higher control in spite of investment burden. Second, the stricter the trade freedom institution is implemented, the higher the level of control and resource commitment is preferred. Since the taste and price of food matter a lot in the restaurant industry, the possibility of bringing in food ingredients and procurement costs are very critical in order to implement the same taste and price as in Korea in a foreign country. Therefore, if free trade is guaranteed, they would try to secure taste and price competitiveness by taking out essential ingredients directly from Korea. The reason why the transaction is internalized is that Korean food ingredients are not actively traded in overseas markets, so it is not only difficult to obtain locally, but also very expensive. Third, the hypothesis for the investment freedom institution is not statistically adopted, which is inferred to be because the headquarters' control is secured to a considerable extent even in master franchise contracts due to the nature of the food service industry. This study is of great significance in that it empirically identified that when Korean food service companies enter overseas markets, they change their entry strategies according to the market-supporting institutions of host countries.

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