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성과 피드백, 정당성, 그리고 준거집단 성과가 리포지셔닝에 미치는 영향－북미 원유 및 천연가스 산업 분석을 중심으로－

The effects of performance, legitimacy, and reference group on strategic positional change－Evidence from North American Crude Petroleum and Natural Gas Industry－

최성호
대한경영정보학회 (Daehan Academy Of Management Information Systems)|2017.09|경영과 정보연구 (Management & Information Systems Review)|제36권 제3호|pp. 17-35|DOI 10.29214/damis.2017.36.3.002

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참고문헌

키워드

정당성리포지셔닝Legitimacy성과 피드백Performance Feedback준거집단Reference GroupStrategic Positioning문제중심 탐색Problemistic search
주제분류경영학

초록

본 연구는 기업의 전략적 위치 변화에 성과 피드백, 정당성 그리고 준거집단 성과의 영향을 살펴보고자 한다. 성과 피드백은 목표수준을 기준으로 기업의 성과를 평가한다는 것이다. 선행 연구는 이 이론을 바탕으로 위험감수, 연구개발비 변화 등 여러 기업의 행동을 밝혔다. 여기에서는 성과 피드백에 의한 기업의 전략적 위치 변화와 함께 기업을 둘러싼 환경적 요인인 정당성 그리고 준거집단 성과의 조절효과를 살펴 세 가지 가설을 제시하였다. 북미 원유 및 천연가스 산업을 분석하여 1997년부터 2010년까지 538개 기업을 관찰하여 가설을 검증한 결과 모두 지지되었다. 구체적인 결과는 다음과 같다. 첫째, 기업의 성과가 목표수준보다 낮아짐에 따라, 그 전략적 위치가 산업의 평균에서 더욱 멀어진다. 둘째, 산업의 밀도가 증가함에 따라, 기업의 성과가 목표수준보다 낮아짐에 따라 그 전략적 위치가 산업 평균에서 멀어지는 경향이 약해진다. 셋째, 준거집단의 성과가 하락하면, 기업의 성과가 목표수준보다 낮아짐에 따라 그 전략적 위치가 산업평균에서 멀어지는 경향이 강해진다. 이 결과를 토대로 기업의 전략적 위치 변화를 이해하기 위한 시사점을 제시하였다.

Abstract

This study investigates the determinants of strategic positional change. Specifically, the study suggests performance feedback affects to a firm’s strategic repositioning. Performance feedback is a concept that a firm decides whether success or not by comparing its performance relative to its aspiration level. Prior studies successively discover diverse behaviors. The study suggests three unexplored relationships between performance gaps and strategic positioning. First, when a firm’s performance is below relative to its aspiration level, that firm’s strategic position will be deviate from the industry norm. Second, as the degree of industrial density increases, the tendency that a firm’s strategic position becomes deviate from the industry norm decreases. Third, when the degree of reference group’s performance decreases, the tendency that a firm’s strategic position becomes deviate from the industry norm decreases. For empirical analysis, this study examines data of 538 firms that in North America crude petroleum and natural gas industry. The result reveals that the direction of a firm’s strategic change is shaped when firms’ performance is below relative to aspiration level. Also, this relationship is moderated as industrial density changes or when reference groups’ performance decreases. This study contributes to the current literature by explaining how a firms’ strategic position is decided. Also, this study reveals that reference groups’ performance could affect to organizational choice.

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