국내제조업체의 시장지향성, 자원지향성, 마케팅혁신, 경쟁우위, 그리고 성과간의 관계
The Study on the Relationships of Market Orientation, Resource Orientation, Marketing Innovation, Competitive Advantage and Performance in the Domestic Firms
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초록
본 연구의 목적은 첫째, 시장대응과 시장창출의 시장지향성이 마케팅혁신에 미치는 영향과 둘째, 독특성, 시너지, 역동성의 자원지향성이 마케팅혁신에 미치는 영향, 셋째, 마케팅혁신이 경쟁우위에 미치는 영향을 규명하는데 있다. 구조방정식 분석결과, 시장대응과 시장창출의 시장지향성과 독특성, 시너지, 역동성의 자원지향성이 마케팅혁신과 경쟁우위를 증대시켜 궁극적으로 기업의 성과를 향상시킨다는 가설들이 지지되었다. 따라서 본 연구의 분석결과는 다음과 같은 실무적 시사점을 가진다. 첫째, 시장지향성과 자원지향성 중 어느 하나의 전략적지향점만으로도 마케팅혁신을 통해 경쟁우위를 향상시킬 수 있으므로 특정기업이 성과를 증대하기 위해서 획기적이고 새로운 경영자원이 필요한 것이 아니라 자사가 현재 보유하고 있는 역량으로 적용하기에 용이한 전략적지향점을 선택하는 것이 효과적인 방법이 될 수 있다는 것을 제시하고 있다. 둘째, 산업별 분석 결과, 본 연구의 모델이 특정 산업에 구별 없이 적용될 수 있다는 결과는 매우 중요한 의미를 제공하고 있다. 즉, 산업에 구분 없이 시장지향성과 자원지향성을 증대시킴으로써 마케팅혁신을 강화하여 경쟁우위와 성과를 향상시킬 수 있다는 것을 제시하고 있기 때문이다.
Abstract
The purposes of the present study are, first, to examine the effects of market-driven and market-driving orientations on marketing innovation, second, to evaluate the effect of resource orientation on marketing innovation, and, third, to measure the effect of marketing innovation on competitive advantage. The results of structural equation modeling support the hypotheses that market-driven, market-driving and resource orientations enhance competitive advantage through marketing innovation and thus a firm's performance. In the industry analysis, the result indicates that the hypothesized structural relationship applies across industries such as electronics, consumer and industrial goods.
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