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시장 세그먼트의 패러독스: 블록모델을 활용한 미국 항공 산업의 경쟁구조분석

The Paradox of Market Segments:A Blockmodel Approach to Structural Analysis of Competition in the Airline Industry

이상묵
한국전략경영학회 (Korean Strategic Management Society)|2008.06|전략경영연구 (Journal of Strategic Management)|제11권 제2호|pp. 61-84|DOI 10.17786/jsm.2008.11.2.003

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참고문헌

키워드

경쟁공생시장 세그먼트블록모델다계층적 분석브로커리지market segmentblockmodellocal competitionnetwork brokerage
주제분류경영학

초록

본 논문은 미국 항공 산업의 자료를 사용하여, 시장 세그먼트(market segment)에서의 경쟁이 기업성과에 미치는 영향을 다계층적(multi-level) 논리를 통하여 분석한다. 전략적 유사성으로 구분되는 전략그룹이나 조직간 자원 유사성을 기반으로 시장니치를 구분하는 자원분할이론과 같이 시장 세그먼트는 기업간 경쟁방식을 분석하기 위한 핵심논리로 사용되어 왔다. 그러나 시장 세그먼트와 관련된 다양한 논의들은 방법론적 측면과 이론적 측면 모두에서 합의를 도출하는 데에 어려움을 겪고 있는데, 방법론적 측면에서 시장 세그먼트를 구분하는 다양한 방법들은 서로 다른 목적을 지닌 연구들에 적용되기 어려운 적용가능성의 한계를 지니며, 이론적 측면에서 다양한 연구들은 시장 세그먼트의 효과에 대한 서로 상충되는 주장을 포함한다. 이에 본 연구는 기업간 네트워크의 구조적 위치를 분석하는 블록모델을 사용하여 시장 세그먼트를 구분하는 좀 더 엄밀한 방법론을 제안하며, 이를 기반으로 시장 세그먼트에서 나타나는 기업간 경쟁의 복합적인 영향력을 세그먼트 수준 (segment level)의 공생효과, 세그먼트내 수준 (within segment level)의 경쟁효과, 그리고 세그먼트간 수준 (between segment level)의 브로커리지 효과 등의 차별적인 효과로 각각 분리하여 검증한다. 1978년부터 2000년간 미국 항공사간 공동운항 네트워크 자료를 사용한 실증분석의 결과, 본 연구가 제시하는 세 가지 분석수준의 요인들은 모두 항공사의 시장성과에 유의한 영향을 주는 것으로 검증되었다. 본 연구의 결과는 시장 세그먼트를 통한 기업간 경쟁관계를 다루는 연구들을 위한 방법론적 기틀을 제공하며, 각기 다른 분석수준에 집중하는 기존연구들의 이론적 함의를 통합적으로 분석하기 위한 이론적 기틀을 제공한다.

Abstract

The effects of market segments identified by similarities in resource bases or competitive strategies have been often investigated in the existing literatures. Nevertheless, scholars have neither been able to reach an agreement neither on method nor on theory concerning the dynamics of market segments, because diverse methods for the identification of market segments are not generally applicable to various different research purposes and also because there have been few attempts for the integration of various conflicting claims concerning the effects of market segments. In this regard, the current study attempts to propose a rigorous method for the configuration of market segments based on structural positions in inter-firm networks and subsequently analyze the effects of inter-firm interactions in and around market segments at three different levels. The current study uses blockmodeling that identifies differing positions in terms of structural equivalence, and argues that various existing theories that seemingly deal with competition among firms with similar resources are, in fact based on different logics each of which applies to a different level, by empirically examining the effects of market segments at three different levels – i.e. segment level, within segment level, and between segment level. According to the results of the empirical analysis that used 505 data points constituted by 58 U.S. airline companies, all the factors at the three different levels turned out to have significant effects on firm performances. That is, segment size at the segment level turned out to have a positive effect on firm performance, structural constraint at the within segment level turned out to have a negative effect, and between segment brokerage at the between segment level turned out to have a positive effect.

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