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브랜드 관리 조직의 마케팅 역량이 경쟁우위를 매개로 재무적 성과에 미치는 영향

The Effect of Marketing Capabilities on Financial Performance: The Mediating Role of Competitive Advantage

허원무|박상일|박경도
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2014.06|상품학연구 (Journal of Product Research)|제32권 제3호|pp. 49-62|DOI 10.36345/kacst.2014.32.3.004

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참고문헌

키워드

재무적 성과Financial performance경쟁우위Competitive advantage마케팅 역량Marketing capabilities브랜드 조직Brand management organization
주제분류경영학

초록

연구목적: 본 연구는 대표적 마케팅조직 단위인 브랜드관리 부서(팀)가 보유하고 있는 4가지 마케팅 역량(제품관리 역량, 가격관리 역량, 마케팅커뮤니케이션관리 역량, 유통관리 역량)이 경쟁우위(차별화우위, 원가우위)를 매개로 재무적 성과에 미치는 인과관계를 분석하였다. 연구 설계 및 방법론: 한국의 브랜드 조직 267개의 관리자를 대상으로 설문을 통해 자료를 수집하였고, 구조모형방정식을 이용해서 자료를 분석하였다. 분석 및 연구 결과: 분석결과, 첫째, 제품관리 역량과 마케팅커뮤니케이션관리 역량은 차별화우위를 증가시키는 것으로 나타났다. 둘째, 가격관리 역량과 유통관리 역량은 원가우위를 증가시키는 것으로 나타났다. 셋째, 원가우위와 차별화우위는 재무적 성과에 정의 영향을 미치는 것으로 나타났다. 넷째, 제품관리 역량과 재무적 성과간의 정의 관계는 차별화우위에 의해서 완전 매개되는 것으로 나타났다. 마지막으로, 가격관리 역량과 재무적 성과간의 정의 관계는 원가우위에 의해서 완전 매개되는 것으로 나타났다. 시사점 및 연구의 한계점: 연구 결과는 브랜드관리 조직의 마케팅 믹스 관리 역량이 차별화우위와 원가우위에 미치는 영향이 비대칭적으로 나타난다는 것을 보여주고 있다. 이러한 결과는 마케팅전략 연구자 및 마케팅 실무자들에게 유용한 시사점을 제공한다. 향후 연구방향: 향후연구에서는 기업의 객관적 재무적 성과를 활용한 연구모형 검정, 마케팅 역량간의 상호작용효과와 기업성과의 관계, 그리고 조직특성, 시장특성, 환경특성 등의 조절효과를 분석하는 연구를 진행할 필요가 있다. 공헌점: 본 연구는 마케팅 역량을 평균적인 기업 수준이 아닌 브랜드관리 조직 수준에서의 측정 및 분석, 마케팅 역량과 기업성과간 경쟁우위의 매개효과 검증이 기존연구와의 차별점이라 할 수 있다.

Abstract

Purpose: This study examines how marketing capabilities, which consist of product capabilities, pricing capabilities, distribution capabilities and marketing communication capabilities, affect competitive advantage as well as show how competitive advantage increases financial performance. Design/methodology/approach: A structural equation modeling analysis provided support for the hypotheses from a sample of 267 brand managers in South Korea. Results/findings: The results indicated that product capabilities and marketing communication capability have a positive effect on differential advantage. Second, we found that pricing capabilities and distribution capability have a positively significant influence on cost advantage. Third, differential advantage and cost advantage were positively related to financial performance. Moreover, the relationship between product capabilities and financial performance was fully mediated by differential advantage, whereas the relationship between pricing capabilities and financial performance was fully mediated by cost advantage. Research implications/limitations: The current study broadens the conceptual work and empirical studies in marketing capabilities literature by representing a fundamental mechanism of how marketing capabilities positively affect financial performance in brand management organization. The main limitation is the nature of the cross-sectional data that we used in the analysis. It gives us reason to be very cautious in reaching conclusions concerning the causal relationships among variables, because we did not capture the longitudinal variation. Future work/research: A future study, which can understand the relevant mechanisms on marketing capabilities and marketing performance using a moderator (e.g., brand organization characteristics and market dynamic variables) as well as figure out the underling mechanisms from a diverse theoretical background will be promising. Originality/value: This study first investigated the casual relationship between marketing capabilities, competitive advantage and financial performance in the brand organization management context.

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