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해외자회사 시장지향성이 현지시장 지식획득에 미치는 영향

The Effect of Market Orientation of Foreign Subsidiary on Local Market Knowledge Acquisition

정갑연|채명수
한국국제경영학회 (Korean Academy of International Business)|2013.09|국제경영연구 (International Business Journal)|제24권 제3호|pp. 73-105|DOI http://dx.doi.org/10.14365/ibj.2013.24.3.4

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참고문헌

키워드

Local Relational Embeddedness해외자회사 시장지향성해외자회사 현지시장 지식획득해외자회사 현지경영자율권현지국 경쟁강도해외자회사 흡수능력현지국 관계적 체화성해외자회사 학습경험Market Orientation of Foreign SubsidiaryLocal Market Knowledge AcquisitionAutonomy in Local Management of Foreign SubsidiaryCompetition Intensity of Local MarketAbsorptive Capacity of Foreign SubsidiaryLearning Experience of Foreign Subsidiary
주제분류경영학

초록

기업이 시장 특유의 지식을 획득하기 위해서는 시장지향성이 선행되어야 한다. 특히, 생소한 환경에서 경영활동을 하는 해외자회사가 현지국 특유 시장지식을 획득하기 위해서는 다양한 요인들을 확보해야 하며, 이에 앞서 현지 고객의 욕구와 향후 현지시장에서 수행해야 할 전략 등을 충분히 숙지할 수 있는 조직문화를 구축하는 것이 무엇보다 중요하다. 이에 본 연구에서는 해외자회사 시장지향성과 현지시장 지식획득의 관계를 한국에 진출한 해외자회사들을 대상으로 살펴보고자 하였다. 즉, 본 연구는 해외자회사의 시장지향성에 영향을 미치는 요인들을 파악하고, 해외자회사에서 형성된 시장지향성이 어떤 과정을 거쳐 현지시장의 지식을 획득하게 되는 지를 살펴보고자 하였다. 이를 위해 한국에 진출한 253개의 다국적기업 해외자회사를 대상으로 조사를 하였으며, AMOS (7.0 version)과 SPSS(15.0 version)을 사용하여 수집된 자료를 분석하였다. 그 결과 해외자회사의 시장지향성은 해외자회사 현지경영자율권과 현지국 경쟁강도에 의해 긍정적인 영향을 받는 것으로 확인되었다. 또한 해외자회사의 시장지향성은 자회사 흡수능력, 현지국 관계적 체화성, 그리고 자회사 학습경험을 통해 해외자회사의 현지시장 지식획득에 영향을 미치는 것으로 확인되었다.

Abstract

If companies want to acquire local market knowledge, they should precede market orientation. Especially, a foreign subsidiary that takes in charge of business activities in unfamiliar environment has to obtain various factors to acquire local market knowledge. Prior to this, it’s crucial that companies need to construct organizational culture which leads them to fully recognize the desire of local customers and understand the strategy for the local market. This study investigates the relationship between market orientation of foreign subsidiary and local market knowledge acquisition through foreign subsidiaries in Korea. In other words, this study confirms the factors that influence on local market knowledge of foreign subsidiary by examining determinants that affect market orientation of foreign subsidiary and local market knowledge, which is formed by market orientation of foreign subsidiary. For the study, we investigated 253 foreign subsidiaries of MNCs that entered into the Korean market and analysed collected data using AMOS(7.0 version) and SPSS(15.0 version). There are following empirical results: first, it was confirmed that market orientation of foreign subsidiary received positive influence by the determinants such as autonomy in local management of foreign subsidiary and competition intensity of local market. Second, it was confirmed that absorptive capacity of foreign subsidiary, local relational embeddedness, and learning experience of foreign subsidiary all had a significant influence on market orientation of foreign subsidiary. And it was verified that these factors have positive impacts on local market knowledge acquisition.

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