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중소수출기업의 기업가지향성이 마케팅민첩성을 통해 경영성과에 미치는 영향

he Impact of Entrepreneurial Orientation on Business Performance through Marketing Agility in Small and Medium-Sized Exporting Enterprises

정갑연|배문규
한국무역보험학회 (The Korean Academy for Trade Credit Insurance)|2024.06|무역금융보험연구 (Journal of International Trade and Insurance)|제25권 제3호|pp. 3-20|DOI 10.22875/jiti.2024.25.3.001

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경영성과business performance기업가지향성entrepreneurial orientation중소수출기업마케팅 민첩성marketing agilitysmall and medium-sized exporting enterprises

초록

본 연구는 중소수출기업의 기업가지향성과 마케팅민첩성, 그리고 경영성과 간의 관계를 실증적으로 검증하였다. 기업가지향성의 하위요인인 혁신성, 진취성, 위험감수성이 마케팅민첩성의 하위요인인 반응성, 유연성, 신속성에 미치는 영향과 마케팅민첩성의 하위요인들이 경영성과에 미치는 영향을 분석하였다. 중소수출기업 207개사를 대상으로 수집된 설문데이터를 바탕으로 구조방정식 모형을 활용하여 가설을 검증하였다. 분석 결과, 혁신성과 진취성은 마케팅민첩성의 모든 하위요인에 긍정적인 영향을 미친 반면, 위험감수성은 유연성에만 긍정적인 영향을 미쳤다. 또한, 마케팅민첩성의 모든 하위요인은 경영성과에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 결과는 급변하는 글로벌 경쟁 환경에서 중소수출기업의 지속가능한 성장을 위해 기업가지향성과 마케팅민첩성의 중요성을 강조하며, 각 구성요인이 미치는 영향의 차이를 고려한 전략 수립이 필요함을 시사한다.

Abstract

Purpose : This study aims to empirically investigate the relationships among entrepreneurial orientation, marketing agility, and business performance in the context of small and medium-sized exporting enterprises (SMEEs). It examines the impact of innovativeness, proactiveness, and risk-taking, as dimensions of entrepreneurial orientation, on responsiveness, flexibility, and speediness, as dimensions of marketing agility, and explores the influence of marketing agility dimensions on business performance. Research design, data, methodology : The study employs a quantitative research design, utilizing survey data collected from 207 SMEEs. The hypothesized relationships are tested through structural equation modeling (SEM) using AMOS 26.0. Results : The results reveal that innovativeness and proactiveness have significant positive effects on all dimensions of marketing agility, while risk-taking only positively influences flexibility. Furthermore, all dimensions of marketing agility are found to have significant positive impacts on business performance. Conclusions : This study underscores the crucial role of entrepreneurial orientation and marketing agility in driving business performance for SMEEs in the dynamic global market. The findings suggest that SMEEs should prioritize innovativeness and proactiveness to enhance marketing agility and improve performance outcomes. The study contributes to the literature by offering insights into the intricate relationships between entrepreneurial orientation and marketing agility in the context of SMEEs.

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