중국 진출 한국 기업의 시장기반자산 - 시장성과 간의 관계에 관한 실증 연구
An Empirical Study on the Role of Market-based Assets in Market Performance of Korean Firms in China
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본 연구는 마케팅 관점에서 중국 진출 한국 기업의 현지 시장성과에 영향을 미치는 결정 요인으로 시장기반자산의 역할을 실증적으로 파악하는데 그 목적이 있다. 이와 함께, 선행 연구에서 주장되고 있는 시장기반자산의보완재적 특성을 검증하기 위해서 시장기반자산 요인 간의 상호작용 그리고 시장기반자산과 비(非)시장기반자산간의 상호작용 효과를 분석하고자 하였다. 이를 위해서 본 연구는 중국 시장 진출 목적으로 진출한 153개 현지법인을 대상으로 설문조사를 실시하였다. 실증분석 결과, 시장파트너 자산과 같은 시장기반자산이 중국 시장성과에 통계적으로 유의한 영향을 미친 것으로 나타났다. 더 흥미로운 결과로, 브랜드 자산과 시장파트너 자산 그리고 시장파트너 자산과 비시장기반자산 간의 상호작용 효과가 발견되었다. 본 연구 결과는 중국 시장에서의 시장기반자산의 중요성을 입증하는 동시에 선행 연구에서 지적되고 있는 시장기반자산의 보완재적 특성을 지지하는 결과이다.
Abstract
This study is an empirical attempt to investigate the role of market-based assets inmarket performances of Korean firms in China. Additionally, we assessed complementarityof market-based assets in their effects on performance. Complementarity was analyzedbetween market-based assets and between market-based assets and non-market-basedassets. Data were collected from surveys with 153 Korean firms marketing in China. Our findings indicate that market-based assets such as market partners had significantinfluences in market performances. In addition, significant interaction effects werefound between brand and partner assets and between partner assets and non-marketbasedassets. These findings support the role of market-based assets and theircomplementary effects to market performances in China.
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