사회적경제기업의 마케팅역량이 시장지향성을 통해 경영성과에 미치는 영향 연구 : 시장격변성과 부서간협력의 조절효과 = The impact of marketing capabilities of social economy enterprises on management performance through market orientation : moderating effect of market turbulences, interdepartmental cooperation

다국어 초록 (Multilingual Abstract)

This study analyzed the impact of marketing capabilities and market orientation on business performance of social economy enterprises, rather than general enterprises, in a society where the environment is rapidly changing. In particular, we investigated how marketing capabilities, such as price competitiveness, distribution competitiveness, and marketing communication capabilities, and market orientation factors, including interdepartmental cooperation, customer orientation, and competitor orientation, affect social and economic performance. In particular, we also conducted research on whether inter-departmental cooperation and market disruption have a moderating effect on market orientation and management performance.

This study collected data through a one-month survey of 216 executives and employees of domestic social economy enterprises, and analyzed structural relationships using the partial least squares method. As a result of the study, it was confirmed that marketing capabilities strengthen market orientation, which in turn leads to improved management performance. In particular, it has been proven that price competitiveness, distribution competitiveness, and marketing communication ability play an important role in increasing market orientation, and that market orientation has a positive impact on social and economic performance.

The results of the study show that market orientation plays an important mediating role between marketing capabilities and management performance. Additionally, interdepartmental cooperation was found to have a greater impact on economic performance in an environment with high market volatility. This suggests that internal cooperation plays an important role in a changing market environment.

The academic implications of the study are important in that they emphasize the importance of marketing capabilities and market orientation and empirically demonstrate their impact on business performance. In practice, it provides important guidance for social economy enterprises to establish and implement marketing strategies. From a policy perspective, it emphasizes the need to develop policies to strengthen the marketing capabilities of social economy enterprises and promote market orientation. In particular, this suggests that interdepartmental cooperation is more important for small social economy enterprises.

Lastly, this study is limited to domestic social economy enterprises, so generalization is limited, and additional research is needed on the scope and definition of marketing capabilities, research methodology, and understanding of market volatility. Considering these limitations, a variety of methodological approaches and a broad expansion of research subjects are needed to gain more in-depth understanding and insight into the management strategies and policy development of social economy enterprises.

목차 (Table of Contents)

• 목 차 · ⅴ
• 표 목 차 · ⅷ
• 그림목차 · ⅹ
• Ⅰ. 서 론 1
• 1. 연구의 배경 및 목적 · 1
• 1) 연구의 배경 · 1
• 2) 연구 문제(Research Question) · 3
• 3) 연구의 목적 · 5
• 2. 논문의 구성 및 내용 · 7
• 1) 연구의 범위 및 연구 방법 7
• 2) 연구 구성 체계 및 흐름도 8
• Ⅱ. 이론적 배경 및 선행연구 · 9
• 1. 사회적경제기업 9
• 1) 사회적경제기업의 정의 9
• 2) 사회적경제기업의 종류 9
• 3) 사회적경제기업 현황 · 18
• 2. 마케팅역량 19
• 1) 마케팅역량의 개념 및 정의 · 19
• 2) 마케팅역량의 선행연구 고찰 26
• 3. 시장지향성 31
• 1) 시장지향성의 개념 및 정의 · 31
• 2) 시장지향성에 관한 선행연구 고찰 · 36
• 4. 시장격변성 46
• 1) 시장격변성의 개념 및 정의 · 48
• 2) 시장격변성의 선행연구 고찰 50
• 5. 경영성과 52
• 1) 사회적성과 · 54
• 2) 경제적 성과 57
• Ⅲ. 연구모형 및 가설 설정 62
• 1. 선행논문의 연구모형 고찰 · 62
• 2. 선행연구와의 차별점 65
• 3. 연구모형 설계 66
• 4. 변수의 조작적 정의 및 설문구성 · 67
• 1) 마케팅역량 · 67
• 2) 시장지향성 · 67
• 3) 시장격변성 · 68
• 4) 경영성과 69
• 5. 연구가설의 설정 · 71
• 1) 마케팅역량과 시장지향성 71
• 2) 시장지향성과 경영성과의 관계 · 76
• 3) 시장격변성의 조절효과 79
• 4) 부서간협력의 조절효과 80
• Ⅳ. 실증분석 결과 82
• 1. 자료수집 및 표본 특성 · 82
• 2. 연구가설 검증 85
• 1) 신뢰도와 타당도 검증 85
• 2) 경로 분석 검증 89
• 3) 연구모형 검증 · 91
• 4) 조절효과 검증 93
• 5) 매개효과 검증 · 95
• 6) 검증결과 정리 · 99
• Ⅴ. 결론 101
• 1. 연구결과 · 101
• 2. 시사점 105
• 1) 학문적 시사점 105
• 2) 실무적 시사점 107
• 3) 정책점 시사점 108
• 3. 연구의 한계 및 향후 연구방향 109