전략적 지향성이 기업성과에 미치는 영향에 관한 연구 -조직구조 및 조직규모의 조절효과를 중심으로-
A Study on the Effect of Strategic Orientation to Corporate Performance
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전통적인 마케팅 컨셉트의 실행적 의미로서 시장지향성 개념이 학계와 실무 모두에서 오랫동안 중시되어 왔으나 기업의 성과에 미치는 영향측면에서는 다소 이견이 존재했다. 이에 본 연구에서는 보다 성과지향적인 개념으로서 전략적 지향성을 제시하여 기업성과에 미치는 영향을 실증적으로 제시하고자 함과 동시에 조직구조와 조직규모의 조절효과를 분석하고자 하였다. 전략적 지향성의 이론적 토대를 제공하는 시장지향성에 대한 기존 연구를 정리하였으며, 전략적 지향성에 대한 차원적 접근을 시도하여 고객지향성, 경쟁지향성, 기술지향성 등 개별 차원들이 기업성과에 미치는 영향을 연구하였다. 실증분석 결과 전략적 지향성의 세 차원 모두가 기업성과에 유의미하게 긍정적인 영향을 미침을 입증하였으나, 조직구조 및 조직규모의 조절효과에 대해서는 부분적으로 지지되는 연구결과를 도출하였다. 조직구조 및 조직규모 모두 경쟁지향성에 대한 조절효과는 유의미하게 도출되었으나 나머지 두 차원인 고객지향성과 기술지향성에 대한 조절효과에 대한 가설은 지지되지 못하였다
Abstract
Market orientation as an application of traditional marketing concept has long been focused since by academic world. But there is some different view about the contribution of market orientation to corporate performance. The primary objective of this study is to introduce a new concept, strategic orientation, which is more emphasized performance than market orientation, and to analyze the effect of strategic orientation to corporate performance. And the authors will also analyze the moderating effect of the organizational structure and the organization size to the relationship between strategic orientation and corporate performance. We reviewed researches providing theoretical background for strategic orientation and analyzed the multiple dimensions of strategy orientation, that is customer orientation, competition orientation, and technology orientation. We found that three dimensions of strategy orientation are significantly related to corporate performance. We also found that moderating effect of organizational structure and organization size is partially supported. Organizational structure and organization size moderates only the relationship between strategic orientation and corporate performance.
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