혁신IT벤처기업의 마케팅 지향성이 경영성과에 미치는 영향에 관한 연구

Abstract

This paper targets the venture firms and analyzes how the marketing orientation influences on the technical development and the operational performance and how the technical development influences on the operational performance. The marketing orientation is divided into two components: customer orientation and inter-functional coordination, which are the variables taken from the study by Narver & Slater(1990),and the company's technological will and its infrastructure are used to measure the technical development. The marketing performance and the financial performance are used to measure the operational performance. The study involved 135 IT venture firms in Korea. First, the results showed that the customer orientation has a meaningful effect both on the technical development and the operational performance. Second, the inter-functional coordination has a positive effect on the technical development and the operational performance. Finally, the technical development also has a meaningful effect on the operational performance. The analysis indicates that the marketing orientation has an overall effect on the technical development and the operational performance. In particular, the constant and regular marketing orientation is shown to have more influence than the instant and short-term one. Only the technology adopted in the market can provide value to the company. Many innovative products developed by the venture firms often end in failures in the market and this study shows that the marketing orientation can be effective in this case.