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다국적 기업의 시장지향성이 글로벌 마케팅자원과 해외시장 성과에 미치는 영향

The Effects of Market Orientation on Global Marketing Resources and Overseas Market Performance

이상엽|한충민|김주권
한국전략마케팅학회 (Korean Strategic Marketing Association)|2011.12|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제19권 제4호|pp. 43-60

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키워드

Market Orientation시장지향성글로벌 마케팅자원글로벌 마케팅역량글로벌 마케팅자산Global Marketing ResourcesGlobal Marketing CapabilitiesGlobal Marketing Assets

초록

본 연구는 자원기반이론을 바탕으로 다국적 기업의 시장지향성이 글로벌 마케팅자원의 형성에 영향을 주고 이러한 글로벌 마케팅자원이 궁극적으로 해외시장의 성과에 영향을 준다는 가설을 우리나라 다국적 기업을 대상으로 실증 분석하였다. 기업의 시장지향성이 주는 긍정적인 효과가 국내시장에서 뿐만 아니라 해외시장에서도 글로벌 마케팅자원의 형성을 통하여 해외시장 성과를 향상시킨다는 연구결과를 얻을 수 있었다. 또한 이러한 글로벌 마케팅자원이 성과에 주는 영향은 시장 환경의 동태성이 높은 경우 더 커짐을 발견할 수 있었다. 따라서 환경의 동태성이 높은 해외시장의 경우 기업은 시장지향성과 글로벌 마케팅자원의 확충과 그 활용에 관심을 가져야 한다는 시사점을 얻을 수 있었다.

Abstract

Recently, there has been much interest in the role of global marketing resources in contributing to the creation of competitive advantage and subsequently firm performance in overseas market. Even though many researches regarding market orientation have been published, the effects of market orientation on global market resources have not studied much. Added to that, there has been little empirical research into the nature and impact of market orientation and marketing resources. Using a resource based view of the firm, the present study hypothesizes that market orientation enhances global marketing resources and thus increase firm's foreign market performance. The result using the structural equation modeling shows that the hypotheses are statistically all significant. Market orientation can improve the firm's overseas market performance through enhancing global marketing resources. In addition, the results show that environment dynamism moderates the relationship between global marketing resources and performance in overseas market positively. The Study makes a number of academic and managerial contributions. First, the study helps to advance a resource based view of the firm by consolidating and integrating global marketing resources by empirical investigation. Second, the study has demonstrated how market orientation impacts on foreign market performance indirectly through creating global marketing resources. Therefore, to increase firm's overseas performance, market orientation and global marketing resources have to be preferentially stressed. Third, it is also found that the effects of global marketing resources on firm's performance are stronger with a higher degree of market dynamism. This suggests that in high dynamic environment, global marketing capabilities and assets are more effective rather than physical assets and investment.

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