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A Mediating Effect of Cross-Functional Interface in the Relationship between Market Orientation and the Level of IMC Implementation

양영익
한국전략마케팅학회 (Korean Strategic Marketing Association)|2011.04|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제19권 제1호|pp. 49-69

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참고문헌

키워드

성과PerformanceMarket Orientation시장지향성Cross-Functional Interfacethe Level of IMC Implementation부서간의 협업IMC 실행수준

초록

The present study examines the intermediate effect of cross-functional interface in the relationship between market orientation and IMC implementation. The results of structural equation modeling indicated that market orientation enhances the level of IMC implementation and thus performance through cross-functional interface. The analysis of the mediating effect demonstrated that cross-functional interface fully mediates between market orientation and the level of IMC implementation. In the industry analysis, the results suggested that the hypothesized structural relationship applies across industries. The results of the present study have the following managerial implications. First, because market orientation enhances the level of IMC implementation through cross-functional interface, a firm must ensure that an effort to enhance market orientation translates into increased cross-functional interface. Second, as shown in the industry analysis, the hypothesized structural relationship may apply across industries. This finding also provides important implications especially for Korean industrial goods firms. That is, the industrial goods manufactures may also increase their performance with the high level of IMC implementation.

Abstract

The present study examines the intermediate effect of cross-functional interface in the relationship between market orientation and IMC implementation. The results of structural equation modeling indicated that market orientation enhances the level of IMC implementation and thus performance through cross-functional interface. The analysis of the mediating effect demonstrated that cross-functional interface fully mediates between market orientation and the level of IMC implementation. In the industry analysis, the results suggested that the hypothesized structural relationship applies across industries. The results of the present study have the following managerial implications. First, because market orientation enhances the level of IMC implementation through cross-functional interface, a firm must ensure that an effort to enhance market orientation translates into increased cross-functional interface. Second, as shown in the industry analysis, the hypothesized structural relationship may apply across industries. This finding also provides important implications especially for Korean industrial goods firms. That is, the industrial goods manufactures may also increase their performance with the high level of IMC implementation.

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