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마케팅 표준화와 기업 성과의 비선형적 관계에 대한 연구

A missing link between marketing standardization and firm performance: The curvilinear relationship

김은미|정인식
한국국제경영학회 (Korean Academy of International Business)|2012.06|국제경영연구 (International Business Journal)|제23권 제2호|pp. 59-78

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키워드

Firm performance기업 성과국제 마케팅Marketing standardizationInternational marketing마케팅 표준화
주제분류경영학

초록

지난 40여 년 동안 국제 경영 분야에서 마케팅 표준화의 중요성과 효과에 대해 많은 연구가 진행되었다. 대체적으로 기존 문헌에서는 기업 활동의 글로벌화와 더불어 마케팅 표준화가 기업 성과에 미치는 영향에 대해 긍정적인 측면을 강조하고 있다. 그러나 마케팅 표준화-성과에 대한 실증연구 결과를 살펴보면 상이한 결과가 혼재되어 있음을 알 수 있다. 표준화가 기업 성과를 향상시킨다는 연구결과가 있었지만 성과에 영향을 미치지 않는다는 연구결과도 나타났고 심지어 마케팅표준화가 오히려 성과를 저해한다는 결론도 도출되고 있다. 이처럼 표준화-성과 관계에 대한 연구 결과가 일관성이 부족한 이유는, 기존 연구들이 가정하고 있는 표준화-성과 관계의 기본 전제에 문제가 있을 가능성이 있다. 즉, 표준화-성과 관계에 대한 선행 연구들은 전적으로 이들 관계에 단순 선형성을 전제하고 있다. 이에 본 연구는 표준화 전략의 효용과 비용 측면 모두를 고려하여 표준화-성과 관계에 있어 비선형성을 가설로 제시하고 실증분석 하였다. 소비재 분야의 수출업체를 대상으로 살펴본 결과 표준화가 기업성과에 미치는 영향은 비선형적 관계가 있는 것으로 나타났다.

Abstract

Over nearly four decades, the debate over how much a firm should standardize its marketing strategy in foreign markets has received focal attention in the international marketing literature. Yet, past empirical studies have yielded no consistent relationship between marketing standardization and firm performance. One possible explanation for these mixed results, we argue, may relate to some basic assumptions about the nature of this relationship. The marketing standardization-performance relationship may be more complex than has been theoretically argued and empirically researched. Standardization can certainly generate a large number of benefits. After a certain level, however, there may be a decrease in positive effects of standardization as well as rising costs. According to this logic, we expect standardization can positively impact performance up to a point, but that increase in negative effects will outweigh any increase in positive ones after that level is reached. To examine the proposed relationship between standardization and performance, this study surveyed a sample of Korean firms exporting consumer products. The findings indicate that increasing levels of standardization bring significant performance benefits up to a certain optimum level beyond which benefits begin to decelerate, while costs accelerate.

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