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항공산업의 기술, 제품 및 경영자 역량이 시장지향성과 경쟁우위에 미치는 영향

The Impact of Company’s Internal Capabilities and Market Orientation on Competitive Advantage: Focusing on Domestic Aircraft Manufacturing Industries

장형유|이현진|전수성
한국전략마케팅학회 (Korean Strategic Marketing Association)|2023.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제31권 제3호|pp. 48-73

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참고문헌

키워드

Market OrientationCompetitive Advantage경쟁우위항공 제조산업. 시장지향성제품 역량경영자 역량Aviation IndustryCapabilities

초록

본 연구의 목적은 기업의 핵심 내부 역량이 시장지향성과 경쟁우위에 미치는 영향을 확인하고, 나아가 이러한 관계에서 시장지향성의 매개 효과를 실증적으로 확인하는 것이다. 항공산업의 특성에 따라, 본 연구에서는 세계 시장에서 경쟁력을 확보하기 위한 내부 역량으로 기술 역량(R&D 역량, 기술개발 역량), 제품 역량(제품 혁신 역량, 제품 생산 관리 역량), 경영자 역량(경영 관리 역량, 리더십 역량)을 주요 요인으로 제안하였다. 또한, 기업의 내부 역량, 시장지향성, 경쟁우위의 영향 관계가 기업의 매출액, 종업원 수, 기술혁신의 수준에 따라서 어떻게 달라지는지 확인하고자 하였다. 특히, 본 연구는 시장지향성을 행동적 관점의 시장지향성을 설명한 Kohli와 Jaworski(1990)의 이론과 문화적 관점의 시장지향성을 설명한 Narver와 Slater(1990)의 이론을 동시에 살펴보았다. 본 연구는 항공 제조기업들이 경쟁우위를 확보하고 유지하기 위해서는 시장지향성을 추진해야 함을 실증적으로 확인하였으며, 기업들이 내부 역량을 강화하기 위해 지속적으로 노력해야 함을 실증자료를 바탕으로 검증하였다. 따라서 국내 항공 제조기업들이 세계 시장의 변화에 대응하기 위해 기술과 정보에 지속적으로 관심을 가져야 하며, 이러한 정보를 바탕으로 전략을 수립하고 경쟁력을 확보해야 한다. 이러한 상황에서 기업이 집중하고 강화해야 할 내부 역량이 무엇인지 제안하고자 한다.

Abstract

The aviation industry is a knowledge-based industry that reflects the level of science and technology of countries. Governments are also making great efforts to promote the industry with great interest since it can show the country's industrial capability and technological level. The purpose of this study is to examine the effects of the core internal competencies on market orientation and competitive advantage in aviation manufacturing industry. Considering the characteristics of the industry, this study identified technological capabilities, product capabilities and managerial capabilities as core internal competencies to secure competitiveness in the global market. Moreover, it aimed to examine the mediating effect of market orientation on the relationship between core internal competencies and competitive advantage. In addition, this study explored how the relationships between the core internal competencies, market orientation, and competitive advantage varies according to the company's revenue, company size represented by the number of employees, and level of technological innovation. This study found that aircraft manufacturing companies should promote market orientation in order to secure competitive advantage, and verified that companies in aircraft manufacturing industry should make continuous efforts to strengthen their core internal competencies such as technological capabilities, product capabilities, and managerial capabilities. Therefore, domestic aircraft manufacturers have continuously to pay attention to advanced technology and information in order to respond to changes in the global market.

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