기술창업기업의 기업가 역량과 기술사업화 능력이 경영성과에 미치는 영향

양수희,김명숙,정화영,Yang, Soo-Hee,Kim, Myung-Seuk,Jung, Hwa-Young 한국벤처창업학회 2011 벤처창업연구 Vol.6 No.4

The purpose of this study is to investigate the factors that determine the performance of technological start-ups from resource-based view of firm. This study analyzed the correlation among the entrepreneur's competence, technology commercialization capabilities and business performance. This study is designed to examine (1)the effect of entrepreneur's competence, technology commercialization capabilities on business performance; and (2) the causal relationships and the mediator effects among the latent variables and business performance. Data for the study was compiled through surveys on entrepreneurs representing 125 technological start-ups. Empirical results of the hypothesis testing are summarized as follows : The results indicate that both two variable groups have positively influenced the outcome of business performance. Especially strategic competence was highly related to commercialization capabilities and business performance. The technology commercialization capabilities as a parameter had a significant influence on business performance. 기술창업 기업의 창출과 지속적인 성장을 위해 기업가 역량과 기술사업화 능력을 제고하는 방안을 마련하는 연구는 이론적 실무적으로 의미가 있다고 본다. 또한 최근 기술사업화 관련 연구에 자주 사용되고 있는 자원기반이론의 측면에서 볼 때도 기업가의 역량을 분석하여 시사점을 도출하는 것은 중요한 의의가 있다고 판단된다. 따라서 본 연구는 기술창업기업의 기업가 역량과 기술사업화 능력이 경영성과에 미치는 영향을 검증함으로써 궁극적으로 기술창업기업의 성과 향상을 위하여 어떤 노력을 해야 하는가를 규명하고자 하였다. 기존의 연구에서는 기업가 역량과 기술사업화 능력을 각각 독립변수로 하여 경영성과에 미치는 영향을 파악하였으나, 본 연구에서는 기업가 역량과 기술사업화 능력이 경영성과에 미치는 영향과 변수간의 인과관계를 밝혀내기 위한 새로운 모형을 제시하였다. 연구모형 검증을 위해 대전 지역에 소재한 기술창업기업 125개를 대상으로 연구목적에 적합한 표본을 추출하여 연구가설을 검증하였다. 가설 검증 결과를 요약하면 다음과 같다. 첫째, 기업가 역량은 기술사업화 능력에 긍정적 영향을 미치고 있다. 둘째, 기술사업화 능력은 경영성과에 긍정적 영향을 미치고 있다. 연구모형과 연구가설의 검증결과 기업가 역량은 기술사업화 능력을 거쳐 경영성과에 영향을 미치는 것을 확인하였고, 특히 기업가의 역량요소 중 전략적 사고 역량이 기술사업화 능력에 중요한 영향을 준다는 연구결과를 도출하였다.

價格設定이 購買者에게 주는 意味

楊秀熙 서강정보대학 1985 論文集 Vol.5 No.-

소비행동에 미치는 가족의 의미

楊秀熙 서강전문대학 1993 論文集 Vol.12 No.-

I would like to examine the importance of family influences on consumer behavior in order to understand their relevance in accordance with distinguishing between families and households, discussing the significance of the family in consumer behavior, describing the traditional and more mordern family life cycle stages, and the meanings of the following family roles ; 1, Instrumental and Expressive 2, Internal and External 3, Purchase process. Consequently about what is their significance in terms of consumer behavior and marketing strategy. There are several ways of viewing family member roles as they relate to the purchase decision and consumption process. In this paper there are six roles that might be performed by various family members ; Initiator, Information gatherer, Decison maker, Purchaser, Users and Marketer. I will examine family roles and influences, joint decision making, and conflict resolution in many decision making. In many family purchase decisions the primary consumers are neither the decision maker nor the purchaser. Among important findings emerging from the research in family decision making marketing managers must analyze the family decision process seperately for each product category within each target market. Family member involvement in the decision process varies by involvement with the specific product as well as by stage in the decision process. Role specialization within the family also influences which family members are most likely to be directly involved in a purchase decision. Conflict between family members with respect to purchase and consumption decisions may arise at any stage of the decision process. There appear to be common ways that families resolve such conflicts problem solving, role structure, budget, persuation, and negociating.

구매후 만족·불만족에 대한 몇가지 제안 : Concerning about Consumer Expectations in Purchasing

楊秀熙 서강정보대학 1995 論文集 Vol.14 No.-

The purpose of this paper is examining the significance of consumers experience after the purchase is completed. Marketers must reconginse that consumer decisions do not end with act of purchase, but continue as the consumer uses the product, evaluates his or her purchase decision and experience with the items and many other related purchase. We shall examine the nature of consumer postpurchase behavior concerning about a factor analysis of data on automobile buyers perceptions of equity concepts, disconfirmation and intentions arising from the buyer-salesperson exchange.

販賣促進 豫算과 믹스戰略

楊秀熙 서강정보대학 1984 論文集 Vol.4 No.-

購買行動에 미치는 가족에 대한 小考

楊秀熙 서강정보대학 1988 論文集 Vol.7 No.-

The family is very important to marketing managers because it is the basic purchasing and consuming unit in our soceity. Families are also the primary mechanism which are delivered to the next generation and are performing cultural values, social class, and behavior patterns. The family is the harmonized unit consisting of two adults of apposite sex, living in a socially approved sex relationship, and having their own children. There are two forms of nuclear family that are interesting to marketers, because a lot of products are consumed by family units. The family life cycle passes over time and is classifing into stages and is changing over time at relatively predictable intervals based largery on demographic variables. The family life cycle is therefore a very important marketing tool which is based on demogrphic variables and through the every stages of family life cycle, because its stages provide many implications to marketers with segments that are solving similar consumption problems. In this article I examime family roles and influences, joint decision making, and conflict resolution in many decision making. In many family purchase decisions the primary consumers are neither the decision maker nor the purchaser. Family decision making involves consideration of some very important and very complex questions who buys, who decides, and who uses, are only a few of the questions that marketers must ask in dealing with products purchased and used by and for families. Among the important findings to imerge from the research in family decision making is that marketing managers must analyze the family decision process seperately for each product category within each target market. Role specialization within the family also influences which family members are most likely to be directly involved in a purchase decision. Conflict between family members may arise at any stage of the decision process. In almost all ases of disagreement, the conflict is resolved by resort to the parent's authority. There appear to be three common ways that families resolve such conflicts - problem solving, bargaining, and persuation.

마케팅 - 광고 이야기

양수희 한국마케팅연구원 2002 마케팅 Vol.36 No.8

美國의 人口統計資科에 의한 市場細分化

楊秀熙 서강정보대학 1987 論文集 Vol.6 No.-

준거집단의 Communication에 관한 연구 : 口傳과 意見 先導者를 中心으로 Concerning about Word-of-Mouth and Opinion Leadership

楊秀熙 서강정보대학 1996 論文集 Vol.15 No.-

This paper intends to examine word-of-mouth and opinion leadership. Word-of-mouth communication between consumers is the most important source of information and influence in consumer behavior. The individual who influences the purchasing behavior of another consumer is the opinion leader ; the consumer being influenced is the follower. It is very important for marketer that word-of mouth communication is being applied to satisfy the consumer. The satisfied consumers may influence friends and relatives to buy ; dissatisfied consumers may inhibit sales. In this paper I will try to consider Word-of-mouth communication between individuals within a group according to the related literatures. Studies have shown that such communication is a major influence on consumer behavior. A central concept in direct communication between individuals in a group is opinion leadership. The flow of word-of-mouth communication between consumers is considered first. Key issues regarding opinion leadership are then explored. And I concluded with showing how marketers use the concept of opinion leadership and how they measure it. The concept of opinion leadership offers marketers several strategic options. Marketers can attempt to portray opinion leaders in advertising or reach opinion leaders directly in an effort to initiate a social multiplier effect. They can attempt to create opinion leaders. They can simulate word-of-mouth communication by picturing social influence in advertising. Or they can stimulate word-of-mouth communication by using original themes and story lines that are likely to be repeated in a social setting.

마케팅 전략에 미치는 가족 의사 결정에 관한 연구

양수희 서강대학 지역발전연구소 1996 지역발전연구 : 서강전문대 Vol.2 No.-

I am trying to focus on the most important reference group - the family. The family may be defined as a decision making unit roles and purchase influence. Reference groups not only influence consumers in making decisions, they sometimes make decision themselves. Many Purchasing decisions involve more than one person. Particularly the family is frequently involved in joint decision making. This paper has been devoted almost that decisions within the family can be made on a joint or individual basis and next dealt with husband-wife influences in the purchase process and then parent-child influences are also described. This paper also focuses on joint decision making within the family. Although consumers may be involved in other decision-making units, by far their most important and most frequent joint decisions occur within the family. In the first part of this paper a model of family decision making is described. Then the relative influence of the husband and wife is considered. Last, the child's influence on the parents and the parent-child interaction in the purchasing process are looked at. Concluding with a consideration of strategic implication of family decision making, the nature of family decision making will influence all parts of Marketing strategy, especially since family decision making defines the nature of information seeking, purchase influence, and brand evaluation.