국내제조업체의 역동적인 능력, 마케팅능력, 성과간의 관계와환경변화, 조정메커니즘의 조절영향
The Relationships of Dynamic Capability, Marketing Capability, Performance and the Moderating Effects of Environmental Turbulence, Coordination Mechanism of the Domestic Manufacturing Firms
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초록
국문초록 본 연구의 목적은 역동적인 능력, 마케팅능력, 성과간의 관계와 환경변화, 조정메커니즘의 조절적 영향을 규명하는데 있다. 구조방정식 분석을 통한 결과, 역동적인 능력이 마케팅능력을 강화하여 기업의 성과를 증대시킨다는 가설들을 지지하고 있다. 한편 고객변화와 경쟁심화가 조절적 역할을 한다는 가설이 지지되었으나 기술급변이 조절적 역할을 한다는 가설이 지지되지 못하였다. 마지막으로 조정메커니즘이 마케팅능력과 성과간의 관계에서 조절적 역할을 한다는 가설이 또한 지지되었다. 본 연구는 다음과 같은 실무적 시사점을 가지고 있다. 첫째, 역동적인 능력이 마케팅능력을 강화하여 성과를 증대시키기 때문에 기업의 성과를 강화하기 위해서는 역동적인 능력이 훌륭한 전략적 지향점이 될 수 있다는 것을 제시하고 있다. 둘째, 고객변화와 경쟁심화가 조절적 역할을 한다는 결과는 고객이 빠르게 변화하거나 경쟁이 심화될수록 역동적인 능력과 마케팅능력과의 관계가 더욱 증대된다는 것을 의미한다. 셋째, 조정메커니즘이 마케팅능력과 성과 사이에서 조절적 역할을 하기 때문에 성과를 더욱 강화하기 위해서 조정메커니즘을 함께 추진해야 한다는 것을 의미하고 있다.
Abstract
The purposes of the present study are to evaluate the relationships of dynamic capability, marketing capability, performance and measure the moderating effect of environmental turbulence and coordination mechanism. The results support the hypotheses that dynamic capability increases marketing capability and therefore performance. The results also show that marketing capability fully mediates between dynamic capability and performance. The hypothesis that coordination mechanism moderates between marketing capability and performance is supported. Thus, the study show the following implications. First, dynamic capability may be an excellent orientation for marketing capability. Second, the results show that under rapid customer change and severe competitive intensity, strengthening dynamic capability may be an excellent choice for maximizing marketing capability. Third, because coordination mechanism moderates between marketing capability and performance, coordination mechanism may be very useful in maximizing a firm's performance.
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