한국 수출제조기업의 마케팅역량이 수출성과에 미치는 영향 -시장지향성과 인터넷 마케팅 효과를 중심으로-

강낙중 ( Nak Jung Kang ),송은주 ( Eun Ju Song ) 한국국제무역학회 2003 國際貿易硏究 = Journal of international trade studies Vol.9 No.2

시장지향성과 성과와의 관계를 고찰한 문헌은 묵시적으로 시장지향성이 강한 기업이 그렇지 않은 기업에 비해 상대적으로 마케팅 역량이 뛰어날 것으로 전제하고 있다. 그러나 시장지향성과 성과와의 관계속에 내생변수로 존재하는 마케팅 역량을 고려한 연구는 국내에서 거의 전무한 실정이다. 이러한 사실에 착안하여 본 연구는 수출제조기업의 시장지향성이 수출성과에 미치는 영향을 분석함에 있어 마케팅 역량을 내생변수로 하는 모형을 검증하면서, 최근 새롭게 대두된 인터넷 마케팅과 기업규모의 영향을 고려한 연구모델을 설정하였다. 60개 한국 수출제조업체들을 대상으로 한 분석결과, 시장지향성은 마케팅 역량에 정의영향을 미치는 것으로 나타났으며 인터넷 마케팅은 이러한 관계를 강화시키는 것으로 나타났다. 한편 마케팅 역량은 수출성과에 정의 영향을 미치는 것으로 나타났으나 기업규모의 중재역할은 유의하지 않은 것으로 분석되었다. Despite the recognition of the importance of international operations for firms` survival and growth, almost no empirical research has been devoted to examining the relationships between market orientation and export performance. In addition, although firms have been rapidly integrating the internet into their marketing activities, no empirical research has focused on the potential mediating role of internet marketing on the consequences of market orientation. Also, although some research has related finns` distinctive marketing competencies to their strategic typology, none has attempted to relate marketing competencies to market orientation. Under these circumstances, this study construct a synthesized model of market orientation, marketing competence, and export performance, focusing on the mediating roles of internet marketing and firm size m these relationships. Then data for this study were collected from 60 export manufacturing finns in Korea and suitable statistical methodologies were employed for analysis.

한국수출제조기업의 인터넷 마케팅 결정요인 및 성과

강낙중 ( Nak Jung Kang ) 한국국제무역학회 2002 國際貿易硏究 = Journal of international trade studies Vol.8 No.2

인터넷의 상업적 이용이후 활발히 진행되어 온 정보혁명의 물결 속에서 인터넷은 일상적인 업무지원뿐만 아니라 기업의 새로운 경쟁우위 수단으로서 많은 관심을 끌고 있다. 그러나 인터넷 마케팅의 실행에 영향을 미치는 기업 내·외적인 요인에 대한 연구는 양적으로도 부족할 뿐 아니라 부분적인 분석에 머물고 있다. 이에 인터넷 마케팅의 효율적인 활용을 지원하는 조직구조나 문화 등을 고려한 통합모형에 대한 연구의 필요성이 증대하고 있다. 본 연구에서는 이러한 점을 고려 한국 수출기업을 대상으로 인터넷 마케팅의 결정요인 및 성과에 대한 함의를 혁신이론을 이론적 배경으로 삼아 도출해 보고자 한다. 이러한 연구는 학계뿐만 아니라 기업의 실무진에게도 인터넷 마케팅에 대한 좀 더 깊은 이해를 바탕으로 효과적 인 실행을 하는데 있어 도움을 줄 수 있으리라 보인다. The purpose of this study is to analyze empirically which factors can determinate and facilitate firms` internet marketing and its impact on performance. To achieve this objective, the study constructed a synthesized model of determinant factors such as environment, strategy, organizational culture, organizational structure, export marketing barriers, tendency to relation marketing and implementation level of firms` internet marketing from the perspective of innovation theory. Then internet marketing`s impact on performance is investigated with respect to fitness among determinant factors. The findings of this analysis are as follows : Four of determinant factors(environment, tendency to relation marketing, organizational structure, export marketing barrier) have a significant impact on implementation level of intemet marketing as suggested hypothesis. And the higher the implementation level of intemet marketing, the higher firms` performance. The interesting finding is that the firms which coordinate their environment with organizational culture and organizational structure have a better performance from the internet marketing compared to firms not doing so. That is to say, when there is a fitness among determinant factors, the efficiency of internet marketing is increased thereby leading to better performance. Thus, firms that want better performance from the Internet marketing are needed to pursue fitness among determinant factors.

수출계획지향성의 개념 및 선행요인, 수출마케팅 역량과의 관계에 있어 수출지원제도의 효과

강낙중(Kang, Nak-jung),서민교(Seo, Min-Kyo),김태형(Kim, Tae-Hyeong) 대한경영학회 2009 大韓經營學會誌 Vol.22 No.4

전략적 유형에 따른 시장지향성이 성과에 미치는 영향

강낙중(Kang, Nak-Jung) 대한경영학회 2003 大韓經營學會誌 Vol.16 No.4

국내 화주기업의 화물자동차 운송업체 선정에 관한 연구

강낙중 ( Kang Nak-jung ),정연주 ( Chung Yeon-joo ) 동의대학교 경제경영전략연구소 2013 經濟經營硏究 Vol.8 No.1

Logistics in the 21st century serves as an essential factor for companies to acquire domestic and foreign competitiveness, beyond a mere function of linking production and consumption. This study is (i) to find out the selection factors that shippers have relied on to choose a competitive freight transport company; (ii) to draw the order of priority from selection factors using Analytic Hierarchy Process(AHP); (iii) to evaluate the importance by those selection factors; (iv) by which to make plans for freight transport companies to be able to accept and meet the requirements of shippers in active and efficient manners. In hierarchical model, we put four items such as, cost, specialization, logistics and company capacity at the first level and risk taking, transport service, additional service, flexibility of transport process, cost economics, elasticity of freight charge and validity of a bargaining freight charge, transport reliability, logistics service capacity, logistics facility, logistics infra, logistics information system, partnership, company reputation, certification of logistics company, company size at the second level. The result indicates that the relative importance of the cost factor was the highest among the four first level attributes. It was the obvious that the cost factor direct affects the choosing the freight transport company by shippers. This study result will be usefully available as data for helping freight transport companies keep sustained efforts to improve their management environment so that they can live up to the expectations and requirements of shippers. And for shippers, it will also be available when they have to consider various factors in selecting the best freight transport company.

전략, 시장지향성, 정보시스템 역할, 성과의 통합모형 -개념적 구조를 중심으로-

강낙중 ( Nak Jung Kang ) 한국국제무역학회 2003 國際貿易硏究 = Journal of international trade studies Vol.9 No.1

인터넷을 비롯한 정보기술은 제품, 공정, 경쟁의 본질을 바꾸고 있으며 기업과 산업에 광범위한 영향을 미치고 있다. 이러한 정보기술의 발전은 세계화와 개방화로 대표되는 국내외 경영환경의 변화와 맞물려 기업들로 하여금 보다 적극적으로 경쟁력 향상에 총력을 기울이게끔 하고 있다. 이러한 배경을 바탕으로, 외부환경의 급격한 변화에 대응하여 정보기술을 효율적으로 활용함으로써 기업의 경쟁우위를 유지할 수 있게끔 하는 전략적 정보시스템의 중요성이 날로 커지고 있다. 본 연구에서는 이러한 측면에서 전략, 시장지향성, 정보시스템 역할, 성과간의 통합모형을 통해 좀 더 효과적인 정보시스템의 활용을 통한 한국 수출기업의 경쟁력 제고방안을 논의해 보고자 한다. 이러한 통합적인 연구는 후속연구의 한 지침이 됨과 함께 경영일선의 실무자와 학계 모두에게 의미가 있을 것으로 판단된다. The last decade has witnessed an information revolution that has made sweeping changes in the way firms conduct business. The information revolution is represented by the word Internet which is currently enjoying phenomenal growth rates. Information system(information technology) is transforming the nature of products, processes, and competition and is having far-reaching strategic impact on firms and industries. Under these circumstances, the assertion that information system might be able to create competitive advantage for firms thereby leading to superior performance has been widely accepted. The purpose of this study is to analyze conceptually how information system can lead to such an advantage and performance. To achieve this objective, the study constructed a synthesized model of strategy, market orientation, information system, focusing on fitness among them. Then their impacts on performance are investigated.

시장기반 마케팅자원이 수출성과에 미치는 영향에 있어 수출지원제도의 조절효과

김태형(Tae-Hyeong Kim),강낙중(Nak-Jung Kang),서민교(Min-Kyo Seo) 한국무역학회 2010 貿易學會誌 Vol.35 No.5

수출지원제도의 활성화 방안에 대한 탐색적 연구

김태형(Tae-Hyeong, Kim),강낙중(Nak-Jung, Kang) 한국무역연구원 2010 무역연구 Vol.6 No.4

This paper examines the effects of export assistance programs(EAPs) on export performance. And then, IPA(Importance-Performance Analysis) based on export stage was performed. We found the positive effects of export assistance programs(EAPs) on export performance. Furthermore, Importance and performance of EAPs are differently recognized by export stage. This means EAPs are restructured and applied differently by export stage. We discussed the implication of the study at the conclusion. This paper represents an efforts towards an exploratory research for better understanding of the effect and the role of EAPs based on export stage.

기업의 사회적 책임활동이 친사회적 소비자행동에 미치는 영향

조상리(Sang-Lee Cho),강낙중(Nak-Jung Kang) 한국무역연구원 2014 무역연구 Vol.10 No.2

These days, many companies have corporate social responsibility as a key competitive strategy. We address corporate social responsibility activities lead consumer emotional responses. The existing studies found corporate social responsibility has the impact on consumers cognitive reactions. So, this study compares to relative effects of corporate social responsibility on consumers emotional and cognitive responses. The results are as follows. First, economic and consumer protection responsibility activities don t influence on consumer emotional response(gratitude), but philanthropic and environmental protection responsibility activities influence. Second, feelings of gratitude and gratitude-based reciprocal behaviors positively have effects on prosocial behaviors. And the comparison of the relative influence of cognitive and emotional responses have no significant difference. Therefore, companies are aware of the importance of the consumer s gratitude and should strategy how to lead consumer gratitude.

한국 수출제조기업의 인터넷 마케팅 결정요인과 성과

유승훈(Seung-hoon Yu),강낙중(Nak-jung Kang) 한국무역학회 2001 貿易學會誌 Vol.26 No.1