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기업의 마케팅 능력과 전략의 관계에 대한 연구

A Study on the Relationship between Marketing Capabilities and Strategy

고인곤
한국기업경영학회 (Korean Corporation Management Association)|2011.09|기업경영연구 (Korean Corporation Management Review)|제18권 제3호|pp. 147-169

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참고문헌

키워드

기업성과PerformancesKnowledge Creation지식창출마케팅 능력본원적 전략Generic StrategyMarketing Capabilities
주제분류경영학

초록

최근 지식생산성을 향상하여 기업의 성과를 높이려는 지식경영이 화두가 되고 있다. 따라서 기업의 경쟁우위도 지식측면에 초점을 두어 분석할 필요성이 있다. 특히 능력개념은 매우 중요한 경쟁우위 요소이므로 이들 개념을 종합적으로 고려한 연구는 더욱 유용한 결과를 보여줄 수 있다. 이러한 이유로 본 연구는 지식창출(knowledge creation) 측면에서 마케팅 능력을 분석하고, 전략적 성향과 기업성과와의 관계를 규명하고자 하였다. 구체적으로는 한국의 거래소 상장기업들의 마케팅 능력을 지식보유능력, 지식공유능력, 지식인프라 구축 및 실행능력의 세 가지 능력 유형으로 개념화한 후 Porter의 본원적 전략에 기초하여 대상 기업을 분류한 다음, 각 전략 그룹 별로 마케팅 능력이 기업의 효과성, 적응성 및효율성에 미치는 영향을 살펴보았다. 이러한 시도는 결과적으로 이론적인 측면에서 기존연구들의 단점을 보완함과 동시에 실무적인 측면에서 본 연구의 유용성을 제고할 수 있을 것이다. 연구 결과 기업의 전략적 성향에 따라 마케팅 능력과 기업성과와의 관계가 차이를 보이며, 특히 마케팅지식 공유능력은 효율성과, 마케팅 지식 보유능력은 효과성이나 적응성과 밀접한 관계가 있음을 알 수 있었다. 한편, 듀얼전략의 경우는 예상하였던 연구가설과는 다른 결과가 나타났는데, 이는 듀얼전략의 복합적인성격에 기인하는 것으로 해석된다. 또한 전략유형에 관계없이 대부분의 기업성과에 있어서 마케팅 지식 보유능력의 영향력이 가장 크게 나타나, 동 능력의 획득문제에 기업들이 관심을 가져야 함을 시사하고 있다.

Abstract

Knowledge Management(KM) intending to increase performances by means of improving knowledge productivity has gained attentions recently. KT has run In-house Online web site for Ideas Suggestion since 2010, and could save much cost because over 6,000 employees had suggested over 26,000 ideas in 2010. POSCO has run Entire Enterprise Integration System and adopted employees’knowledge to task. Companies including Samsung group and Woongin group, LG CNS have run or plan for similar web site(2011. 3. 15 Maeil Economy Daily). Therefore it is necessary to analyze firms’ competitive advantages with the viewpoint of knowledge. Especially, because capability concept is the very important competitive advantage factor, the integrated study considering both concepts(i.e. knowledge and capabilities) can show more fruitful results. However,I could not find such domestic or foreign studies so far as I know. For this reason, I intended to analyze marketing capabilities and identify the differences between strategic tendencies and performances. In this study, I analyzed marketing capabilities of companies those were listed on the Korean Securities Exchange market in the side of knowledge creation. At first, I classified marketing capabilities into three sub-constructs, marketing knowledge holding / sharing / infrastructure building and implementing capabilities. and I classified sample companies with the base of Porterʼs generic strategies and investigated the effects of marketing capabilities on firm’s performances in each strategy group. Especially this study used various performance measurements, those were effectiveness, adaptability and efficiency. This attempt can make up for the drawbacks of prior studies and increase practitional usefulness. After research, I found that there were differences among firm’s performances according to strategic tendencies. Companies which drove cost leadership strategy gained good efficiency performances and companies which drove differential strategy gained good effectiveness and adaptability performances. In the case of dual strategy, companies gained superior efficiency and effectiveness, adaptability performances to ‘stuck in the middle’ companies. I also found that the relationship between marketing capabilities and performances according to strategic tendencies, especially marketing knowledge sharing capabilities have the close relation to efficiency meanwhile marketing knowledge holding capabilities have the close relation to effectiveness and adaptiveness. These results mean that those companies which want to drive cost leadership strategy should forster marketing knowledge sharing capabilities. So they can achieve superior performance (especially efficiency). In the similar context, those companies which want to drive differential strategy should forster marketing knowledge holding capabilities. So they can achieve superior performance (especially effectiveness and adaptability). However, I found the different result against expected research hypothesis especially in dual strategy group. Maybe this results seems to be stemmed from the nature of dual strategy, exact interpretation can be made on the base of following studies. And no matter what strategy type company has, the effect of marketing knowledge holding capability on the most performances was the biggest among other marketing capabilities. Therefore, companies which have poor marketing knowledge holding capabilities should post management importance on the achievement of that capabilities. Capabilities can be achieved by the way of in-house innovation or cloning, collaboration,acquisition. This study has academic and practical implications like belows. 1) Identified the relationships between marketing capabilities and performances in the different view against prior studies. 2) Systematic study on marketing knowledge creation and multidimensional marketing capabilities. 3) Identified the relationships between marketing capabilities and strategies.

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