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중국시장에 진출한 한국 다국적기업의 마케팅 지식이전 결정요인에 관한 실증연구

An Empirical Study on the Determinants of Korean Firms’ Marketing Knowledge Transfer to Subsidiaries in China

박지훈|정인식|이장로|나우희
한국국제경영학회 (Korean Academy of International Business)|2006.09|국제경영연구 (International Business Journal)|제17권 제3호|pp. 25-58

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참고문헌

키워드

지식이전마케팅지식knowledge transferperformance.지식이전성과Korean firms’ subsidiaries in chinamarketing knowledge
주제분류경영학

초록

최근 다국적 기업의 성공적인 지식이전(knowledge transfer)에 관한 연구는 꾸준히 진행되어 오고 있다. 그러나 지금까지의 선행연구들은 지식이전 대상에 있어, 합작투자나 전략적제휴의 관계에서 파트너간의 지식이전에 초점을 두고 있으며, 지식특성의 관점에서 볼 때, 대부분 지식의 대상을 기술 및 신제품개발이나 경영노하우에 비중을 두고 있다. 따라서 본 연구에서는 이러한 점을 극복하고자 이전되는 지식을 마케팅지식으로 제한하고 중국에 진출한 한국 다국적기업을 대상으로 모회사와 자회사간의 마케팅지식 이전성과에 영향을 미치는 결정요인에 관해 탐색적·실증적으로 살펴보았다. 특히 본 연구에서는 마케팅지식 이전의 성과에 영향을 미칠 것으로 기대되는 모든 요인들 즉, 지식모호성 특성, 본사 특성, 자회사 특성 그리고 본사와 자회사간의 상호관계적 특성을 모두 고려한 통합적인 모델을 구성하여 마케팅지식 이전에 영향을 미치는 결정요인들을 살펴보았다. 그 결과, 마케팅지식의 암묵성과 복잡성정도가 클수록, 자회사의 경영자율성이 보장될수록 마케팅지식 이전성과에 부정적(-)인 영향을 미치는 것으로 나타났다. 반면, 자회사의 흡수능력이 클수록, 본사의 조직학습문화정도가 클수록, 본사와의 조직문화가 유사할수록 그리고 본사와 자회사 간 신뢰의 정도가 높을수록 마케팅지식 이전성과는 향상되는 것으로 밝혀졌다. 또한 본 연구에서 설정한 통제변수인 기업규모(클수록), 진입형태(합작투자 보다는 100%지분을 통한 신규투자일수록), 그리고 존속년수(적을수록) 역시 마케팅지식 이전성과에 긍정적(+)인 영향을 미치는 것으로 나타났다.

Abstract

The research on the successful knowledge transfer across MNE units has been conducting in a constant way. However, the previous literatures more focus on the knowledge transfer between partners in the joint venture or strategic alliances from the point of object of the knowledge transfer, While from the point of view of the attributes of the knowledge, the literature more focuses on the research and development, new product development and business know-how. In this study, therefore, we empirically tried to explore the impact of the antecedents on the marketing knowledge transfer in the context of Korean multinational enterprises’ parent and subsidiary setting. Specifically, this study develops an integrated model which includes all factors such as properties of knowledge itself, headquarter, subsidiary and mutual relational between headquarter and subsidiary as determinants of performance of knowledge transfer. The analysis suggests that tacitness of the knowledge, the extent of complexity, and autonomy of subsidiary significantly effect on marketing knowledge transfer in a negative way. On the other hand, the higher degree of knowledge transfer was found when the absorptive capacity of subsidiary and the degree of organizational learning culture inside of headquarter are higher, and when organizational culture is similar between two units. Also, the extent of the mutual trust between two units positively affects the performance of marketing knowledge transfer. In this study, moreover, control variables such as firm size(the higher), kinds of entry mode(the more wholly-owned subsidiary, vis-a-vis, international joint venture) and firms’ age(the lesser) significantly effect on performance of marketing knowledge transfer.

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