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시장지향성과 공급사슬지향성 및 공급사슬관리 간의 관계 분석: 신뢰의 조절적 역할을 중심으로

An Analysis of the Relationship among Market Orientation, Supply Chain Orientation, and Supply Chain Management: Focus on Moderating Effects of the Trust

장형유|노미진
한국전략마케팅학회 (Korean Strategic Marketing Association)|2011.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제19권 제3호|pp. 1-29

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참고문헌

키워드

신뢰TrustMarket Orientation시장지향성공급사슬관리Supply Chain Management공급사슬지향성Supply Chain Orientation

초록

본 연구는 시장지향성과 공급사슬관리를 통합적 관점에서 조망하고 그 과정에서 신뢰가 어떤 역할을 수행하는지를 밝히는 것을 주요한 목적으로 하고 있다. 공급사슬성과가 효과적으로 달성되기 위한 출발점을 마케팅의 핵심 철학인 시장지향성에 두고, 이 두 전략적 개념이 효율적으로 연계되기 위한 주요 연결개념으로 공급사슬지향성을 도출했다. 또한 기존의 광범위한 연구고찰을 통해 신뢰라는 개념이 시장지향성, 공급사슬지향성, 그리고 공급사슬관리의 연결구조에 상당이 중요한 역할을 수행함을 실증적으로 분석했다. 공급사슬을 실행하고 있는 관련 유통기업의 관리자를 대상으로 한 설문자료를 분석한 결과, 세부적으로 차이가 존재하기는 하지만 잠정적으로 정의한 대부분의 연구가설이 통계적으로 유의한 관계를 형성하는 것으로 확인되었다. 본 연구에서 사용한 각 연구요인들의 구체적인 항목에 관련한 전략적 시사점을 잘 이해하고 이를 실무에 효율적으로 반영해 나갈 경우 공급사슬성과 향상에 상당한 기여를 할 수 있을 것으로 판단된다.

Abstract

The main purpose of this study is to propose integrated view about the market orientation and the supply chain management, and investigate a role of trust in the process. In order to achieve the performance of the supply chain, this study is focus on the market orientation which is the core concept in the marketing, and drew a supply chain orientation as the main connection concept for linking two concepts effectively. We empirically analyzed that a trust do a very important role in a connection structure among a market orientation, supply chain orientation, and supply chain manage. We conducted a survey targeting managers of distribution companies using a supply chain, and the most of hypotheses was statistically supported. This study can provide many contributions for achieving the supply chain performances if companies relative to the supply chain management understand strategic implications and apply their business.

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