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국제마케팅 전략의 표준화와 기업성과 관계에 관한 연구

Marketing Standardization in International Market : An Empirical Study of Performance Implications

정인식|변정희|XIAO SHUFENG
한국전략마케팅학회 (Korean Strategic Marketing Association)|2009.04|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제17권 제1호|pp. 87-114

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키워드

표준화Standardization기업성과Firm PerformanceInternational Market국제시장국제마케팅International Marketing

초록

마케팅 표준화가 성과에 미치는 영향에 대한 연구들이 있었지만 일치되는 결과가 나오지 않았기 때문에 본 연구는 한국 수출기업을 대상으로 먼저 마케팅 표준화가 성과에 어떤 영향을 미치는지 알아보고자 한다. 다음으로 기존의 표준화와 성과에 관한 연구들이 일치된 결과가 나오지 않은 이유를 다른 요인들이 영향을 미칠 수 있음이 예측되어 제품의 유형, R&D강도, 국제경험 등의 변수들의 조절 효과를 보고자 한다. 실증 분석 결과는 다음과 같다. 첫 째, 마케팅 표준화와 성과와의 관계는 유의하게 나타나지 않았다. 두 번째 제품 특성에 따라 마케팅 표준화와 성과와의 관계가 유의한 영향을 미치는 것으로 나타났기 때문에 제품특성변수는 마케팅 전략에서 중요한 변수임을 시사한다. 마지막으로 R&D강도, 국제경험의 조절효과는 나타나지 않았다.

Abstract

The issue of standardization in marketing activities abroad has been prominent in the international literature. Despite extensive research conducted on assessing the effect of the marketing standardization strategy on firm performance variables, there is no consensus in the literature about whether the marketing standardization affects a firm’s performance. This study not only examines the relationship between the marketing standardization strategy and firm performance from the perspective of Korean exporters in international market, but also explores the underlying factors, such as product category, R&D intensity and international experience that might moderate the effect of marketing standardization on firm’s performance. Results indicate that there is no significant influence of marketing standardization on firm performance for Korean exporters. Furthermore, their relationship seems to vary depending on product category which is proved to be an important factor in international marketing literature. However, the moderating effects of R&D intensity and international experience appear to be negligible. This findings underline the importance of further research in understanding the relationship of marketing strategy standardization and firm performance.

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