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국내 벤처기업의 사업전략, 수출시장지향성, 수출성과간 관계에 관한 연구

The Influence of Business Strategy and Export Market Orientation on Export Performance

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한국상품학회 (Korean Academy Of Commodity Science & Technology)|2007.12|상품학연구 (Journal of Product Research)|제25권 제4호|pp. 67-84|DOI 10.36345/kacst.2007.25.4.006

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벤처기업수출성과market orientationexport performance사업전략수출시장지향성venture firms. business strategy
주제분류경영학

초록

본 연구는 국내 벤처기업을 대상으로 수출시장 지향성이 기업의 수출성과에 미치는 영향과 국제사업전략이 수출시장지향성을 매개로 하여 기업의 수출성과에 미치는 영향을 검증하였다. 국내 벤처기업을 대상으로 구조방정식 모형을 분석한 결과 본원적 사업전략 중 저비용전략과 차별화 전략이 수출시장 고객지향성과 경쟁자지향성 모두에 영향을 미치는 것으로 나타나, 해외시장에서 차별화우위에 기초한 전략을 수행하는 기업이나 저비용우위에 기초하여 경쟁하는 벤처기업들은 경쟁자 뿐 아니라 고객의 정보의 수집과 해석, 반응 등의 수출 시장지향적 행동을 적극적으로 추구하는 것으로 나타났다. 또한, 수출시장 경쟁자지향성과 수출시장 고객지향성 모두 수출성과에 유의한 영향을 미치며, 시장지향성은 차별화 전략 및 저비용전략과 수출성과 간에 매개적 효과를 나타내어, 벤처기업의 수출시장지향적 행동과 문화가 기업의 수출성과에 영향을 미치는 벤처기업의 주요한 자원과 역량 요인임을 보여주었다. 아울러, 사업전략 중 기술이나 제품의 차별화에 기초한 차별화 전략만이 직접적인 유의한 결과를 나타내어 차별화전략이 국내 벤처기업에게 보다 유용한 전략적 선택임을 보여주었다. 본 연구는 국내 벤처기업이 차별화우위나 저비용의 우위에 기초한 독특한 무형적 자산을 활용하여 해외시장에서의 사업기회를 추구하며, 이러한 경쟁우위를 해외시장에서 이익적으로 활용하는 데 있어서 수출시장지향적 문화와 행동이 매우 중요함을 시사해준다.

Abstract

The purpose of this paper is to empirically investigate the relationships between an business strategy, market orientation , and export performance. The paper proposes that business strategy influences export performance both directly and indirectly via export market orientation, and develops a framework linking venture firm's relative emphasis on low cost strategy, differentian strategy, and focus strategy to firm's customer orientation and competitor orientation as well as export performance. Hypotheses derived from this model were tested on a sample of Korea venture firms. Findings suggests that low cost strategy and differentiation strategy influences both export customer orientation and export competitor orientation. Additionally, both customer orientation and competitor orientation enhance export performance. Differentiation strategy influences export performance directly and has an indirect effect via customer orientation and competitor orientation. Leveraging market orientation to the needs of foreign markets by firms having differentiation advantage enhance korean exporting venture firms.

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