IT 벤처기업의 효율적인 마케팅 전략에 관한 연구

Abstract

The purpose of this study is to devise marketing paradigm for venture firms by deriving effective marketing strategies from the analysis. In order to attain the goals, the paper first overviews IT venture firms and marketing strategies of venture firms; then, we analyzed marketing strategies empirically. Based on the research outcomes, this study proposes marketing paradigms for IT venture firms. For the empirical analysis, we chose 200 IT venture firms using the clustered random sampling method. The population include not all IT venture firms but only IT venture firms that have been operating more than four years To collect data, email and visits to IT venture firms are used. The survey had been done from March 2, 2003 to April 30, 2003. In most cases interviewees are the CEOs and executive staffs of IT venture firms. Among 200 survey forms 158 surveys are collected but six surveys are dropped because of some missing data. Finally, 152 surveys are used for analysis. From the above empirical results this study draws a conclusion that aggressive marketing strategies are more effective than defensive marketing strategies that IT venture firms are facing. Based on the theories and the results of empirical analyses, we propose effective marketing strategies of IT venture firms. Major suggestions are the integration of marketing and technology innovation, the overcoming the inferiority of new entrants and incumbents, customer oriented marketing, the integration of traditional and internet marketing, and detailed implementation strategy. This study has some limitations, which weI hope are to be complemented by following studies. Major limitations are related with sampling methods and data collection. Notwithstanding the limitations, we hope that this study contributes to the research of the field and is helpful to the IT venture firms striving to get a foot in the market as new entrants.