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시장지향성, 기업이미지, 경영성과 간의 영향관계 -중소 제조업 중심으로-

The Relationship among Market Orientation, Company Image, Business Performance: Focused on Small Manufacturing Enterprises

정기한|정경효
한국창업학회|2012.06|한국창업학회지 (Journal of the Korean Entrepreneurship Socieity)|제7권 제2호|pp. 57-75|DOI 10.24878/tkes.2012.7.2.57

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키워드

Business performanceMarket orientationCompany imageOrganizational culture.

초록

The purpose of this study is to investigate the relationship among market orientation, company image, and business performance of small manufacturing enterprises in Korea. The results show that information dissemination and information responsiveness of market orientation affect positively company image except information generation. Information dissemination affects positively business performance except information generation and information responsiveness. However, information responsiveness affects indirectly business performance. Company image affects positively business performance. Therefore, it is identified that the role of market orientation is very important to enhance company image and business performance of small manufacturing enterprises. For this, managers should make efforts to build effective market orientation as organizational culture to improve company image and business performance.

Abstract

The purpose of this study is to investigate the relationship among market orientation, company image, and business performance of small manufacturing enterprises in Korea. The results show that information dissemination and information responsiveness of market orientation affect positively company image except information generation. Information dissemination affects positively business performance except information generation and information responsiveness. However, information responsiveness affects indirectly business performance. Company image affects positively business performance. Therefore, it is identified that the role of market orientation is very important to enhance company image and business performance of small manufacturing enterprises. For this, managers should make efforts to build effective market orientation as organizational culture to improve company image and business performance.

참고문헌 (49)

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