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외부환경과 학습지향성이 수출시장지향성과 수출성과에 미치는 영향에 관한 실증연구

An Empirical Study on Antecedents and Consequences of Export Market Orientation and Performance in Export Firms

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주제분류경영학

초록

본 연구는 수출시장지향성과 수출성과에 영향을 주는 선행요인으로 외부환경의 불확실성과 학습지향성을 설정하여 분석하였다. 국내시장 환경의 적대성과 해당 기업이 속한 산업의 기술격변성으로 측정한 외부환경 불확실성과, 수출정보의 생성과 유포 및 이에 대한 대응성으로 측정한 수출시장지향성이 수출성과에 미치는 영향에 대한 모형을 구축하고 분석하였다. 분석 결과 외부환경의 불확실성은 수출시장지향성 정보생성과 대응성에 유의한 영향을 미치고 있는 반면 시장정보의 구성 원간 유포 활동과 수출성과에는 유의한 영향을 미치고 있지 못하였다. 학습지향성의 경우에는 수출시장지향성의 세 가지 활동에 모두 유의한 영향을 미치고 있으며, 또한 수출성과에도 유의한 영향을 미치고 있음을 확인하였다. 수출시장지향성의 경우 세 가지 활동 중에 수출정보 생성과 이에 대한 대응성이 수출성과에 유의한 영향을 미치고 있는 것으로 나타났다. 연구결과는 학습지향성이 높을수록, 수출시장지향성이 높을수록 기업의 수출성과에 긍정적인 영향을 미치고 있음을 보여준다. 수출기업의 성과에 관한 기존의 연구가 주로 기업 내부적 역량과 기업가적 요인에 중심을 두었다면 본 연구에서는 조직의 문화적 자산으로서 학습지향성과 수출시장지향성의 중요성을 중심에 두고 분석하였으며, 문화적 역량으로서 두 요인이 현지시장에서 외국기업으로서의 한계를 극복하고 지속적인 성과를 유지하는데 중요한 역할을 하고 있음을 시사한다.

Abstract

The purpose of this paper is to empirically investigate the relationships among environmental factor, learning orientation, export marketing orientation, and export performance. The paper develops a framework linking venture firm's perceived environment, learning orientation to firm's export marketing orientation-export intelligence generation, export intelligence dissemination and export intelligence responsiveness-as well as export performance. Hypotheses derived from this model were tested on a sample of Korea export venture firms. Findings suggests that environment influences export intelligence generation, and export intelligence responsiveness in a positive way. Learning orientation factors positively related to performance and all dependent variables of EMO. Additionally, both export intelligence generation and export intelligence responsiveness influence positive effect to export performance.

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