수출지향기업의 마케팅전략과 실적
Marketing Strategies and Performanace of Export-oriented Firms
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초록
마케팅정보가 국내 및 국제시장을 막론하고 기업의 성공에 핵심적인 사업임에도 불구하고 국제시장에 대한 마케팅연구와 기업실적간의 관계를 실증적으로 연구한 것은 드물다. 더욱이, 마케팅전략과 수출지향기업의 실적과의 관계를 고려한 논문은 전무한 실정이다. 본 연구는 이들 관계를 연구하고자 한다. 연구 결과는 다음 몇 가지를 암시하고 있다. 첫째, 수출지향성이 높은 기업은 수출지향성이 낮은 기업과 비교해 마케팅지출강도, 연구개발강도, 및 재고회전율이 다르지 않았다. 둘째, 마케팅지출강도와 연구개발강도가 기업의 순익에 기여하는 측면 역시 수출지향성이 낮 이상의 연구결과는 수출지향기업의 마케팅관리자에게 상당한 퉁찰력을 제공해 준다고 할 수 있다.
Abstract
Despite the fact that marketing information is core to a firm's success in both domestic and international settings, there have been surprisingly little empirical studies that specifically investigate the relationship between marketing research and company performance in the international field. (Hart and Tzokas, 1999). Moreover, little study on the relationship between marketing strategies and performance of export-oriented firms has conducted. This paper investigates the relationship.The results indicate the following :1. High export-oriented firms may not differently pursue marketing expenditure intensity, R&D intensity, and inventory turnover from those of low export-oriented firms.2. Marketing expenditure intensity and R&D intensity of both high and low export-oriented firms are not significantly related to profitability.The results provide valuable insight to marketing managers of export-oriented firms.
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