중국 소비자의 분화된 선호에 대한 탐색적 연구: 자동차 산업 관련 온라인 포럼 분석

조승아 ( Theresa S Cho ) 한국국제경영학회 2013 國際經營硏究 Vol.24 No.2

본 연구는 국제경영과 마케팅 분야의 이론을 기반으로 하여 주요 신흥시장인 중국의 소비자 선호에 대해 이론적으로 고찰하고 실증적으로 검증하였다. 특히 기존 국제경영 분야의 연구에서 중국 소비자의 성향을 단일시하는 경향이 있었던 것과 달리, 본 연구에서는 소비자들의 지역적 특성에 의한 차이가 중국시장에 진입하는 기업들의 성과에 영향을 미치고 더 나아가 향후 전략적 의사결정에 활용될 수 있음을 시사하는 이론적 단초를 제공한다. 이러한 맥락에서, 본 논문은 중국의 자동차 시장을 선정하여 인터넷 포럼에 반영된 소형 자동차에 대한 구매의사가 있는 소비자들의 선호구조를 hedonic/utilitarian, cognitive/experiential, independent/interdependent 로 구분하여 살펴보았다. 내용분석기법 (content analysis) 으로 분석한 결과, 지역에 따라 소비자들의 선호구조와 소비성향에 현저한 차이가 있음을 알 수 있었다. 따라서 본 연구는 외국시장에 진출하는 다국적 기업의 전략수립에 있어서 현지시장과 소비자의 선호구조가 중요한 요인으로 고려되어야 함을 시사한다. In this study, I explore the minds of the consumers in the key emerging market --- China. By analyzing the content of information posted in internet forums, I seek to look beyond the singular market perspective to consider differences in consumer preferences according to their geographic location. The regional distinctiveness necessarily captures the distinct political-economic orientations of the regions and naturally serves to predict differences in individual preferences. I draw on dual theories of information processing were used, namely, differences along dimensions of hedonic/utilitarian, cognitive/experiential, and independent/interdependent mindsets to examine the systematic ways in which preferences may change along the geographic locations. The results suggest that there are significant differences between the better developed coastal cities versus the less developed inland regions, as well as common concern with meeting functional needs. In sum, this study provides a new insight for the global companies in terms of the importance of recognizing the level of heterogeneity among consumers, and the subsequent need to undertake a refined analysis of the local market that go beyond the traditional assumption of singular market.

Exploring the Effects of Macrocultural Forces on Institutional Isomorphism

Theresa S. Cho(조승아) 한국전략경영학회 2011 전략경영연구 Vol.14 No.2

DiMaggio and Powell (1983) 에 따르면, 조직들은 시간이 지남에 따라 동형화의 압력에 의해 더욱 더 동질적 으로 변하게 된다. 하지만 이러한 소위 “iron cage“ 가설의 예측과 달리, 최근 Hambrick과 같은 학자들은 지난 수 십년 간 여러 산업들이 서로 동질화되기 보다는 오히려 이질적인 방향으로 변화해 왔다고 주장한다. 이에 따라 본 연구에서는 경영자의 재량 수준이 낮은 (low-discretion) 미국 내 15개 산업의 자료를 토대로 이와 같은 “역동 형화” (reversed isomorphism) 가설이 성립하는지 여부를 검증하였다. 실증분석 결과, 주요 거시문화적 요인에 의해 조직이 받는 동형화의 압력이 감소하는 것으로 드러나, 대체로 “역동형화“ 가설을 지지하는 것으로 나타났다. According to DiMaggio and Powell (1983), organizations submit to isomorphic pressures and become increasingly homogeneous over time. However, in contrast to this “iron cage” hypothesis, an increasing number of researchers (e.g., Hambrick et al, 2006) show that many industries have become more heterogeneous, not more homogeneous, in their profiles over the past several decades. In this study, I provide an updated test of the reversed isomorphism hypothesis by analyzing a panel of 15 low­discretion industries in the U.S. over the past 40 years. The results of the empirical analysis confirm that the major macrocultural forces have indeed diminished isomorphic pressure for organizations. The results largely support the reversed isomorphism hypothesis.

최고경영진의 주의가 기업성과에 미치는 영향

정성훈(Sung Hun Chung),조승아(Theresa S. Cho) 한국전략경영학회 2014 전략경영연구 Vol.17 No.3

본 연구는 최고경영진(top management team: TMT)의 외부지향주의(external attention)와 내부 지향주의(internal attention)가 기업성과에 어떠한 영향을 미치는지 살펴본 연구이다. 기존 최고경영진의 인지(managerial cognition)를 연구한 주의기반관점(attention-based view: ABV)에 조직정체성(organizational identity) 이론을 추가하여 확장적 주의기반관점(extended attention-based view)을 제시하고, 기업이 직면해 있는 외부환경 및 내부조직의 경계조건(boundary conditions)들의 조절 효과를 살펴보았다. 특히 우리는 최고경영진의 외부지향주의 및 내부지향주의가 기업성과에 미치는 영향이 산업수준 및 기업수준의 변동과 기업크기 및 기업나이에 따라 달라질 것이라고 보았다. 미국 항공 산업에서 1997~2008년 사이의 표본을 수집한 결과, 우리의 이론이 대체적으로 지지됨을 확인하였다. 결국 우리의 연구는 최고경영진의 주의를 연구함에 있어서 외부환경 및 내부조직의 경계조건들을 통해 전체론적인 시각(holistic view)으로 바라보았다는 점에서 의의가 있다. In this study, we examined the effects of top management team (TMT)"s external and internal attention on firm-level performance. Combining attention-based view with organizational identity theory, we built extended model of attention-based view and investigated the interaction effects of managerial attention and firm"s both external and internal boundary conditions. Specifically, we hypothesized that top management team"s attention would interact with industry-level volatility, firm-level volatility, firma size and firm age. Constructing the sample of U.S. airline industry from 1997 to 2008, we found out that our results were largely supportive of our hypotheses. We drew holistic view of attention-based view by examining the effects of top management team"s attention, along with its interaction effects with both external and internal boundary conditions.

Interfirm Rivalry in Action: An Exploratory Study of Multiplex Theaters in Korea

Shinhye Ahn(안신혜),Wonseok Choi(최원석),Theresa S. Cho(조승아) 한국경영학회 2021 Korea Business Review Vol.25 No.1

본 사례연구는 한국의 멀티플렉스 산업 내 기업경쟁의 양상을 산업이 형성된 1998년부터 2016년까지 살펴본다. 멀티플렉스 산업 내 경쟁기업들은 동일 산업에 포함되었지만 기업의 고유한 시장과 보유자원, 경쟁적 긴장에 대한 인지, 그리고 조직정체성 영역에 따라 각각 상이한 경쟁전략을 수립하고 실행해왔다. 본 연구는 각 기업의 객관적 특징과 함께 주변환경에 대한 주관적 인지와 해석에 따라 멀티플렉스 산업의 경쟁역학에 변화가 있었음을 발견하였다. 아울러 본 연구의 질적 분석은 멀티플렉스 시장 안팎의 환경과 시장참여자들의 특성을 체계적으로 분석함으로써 해당 산업 내 기업경쟁에 대한 새로운 관점을 논의하고, 나아가 경쟁역학에 관한 후속연구의 방향을 제시하였다. This exploratory case study examines major competitors in multiplex theater market in Korea from their inception in 1998 to 2016. Although the competing firms are in the same industry, their competitive strategies differ systematically due primarily to three factors: disparity in their market and resource configurations, perceived competitive tensions, and espoused organizational identity domains. Overall, we find that competitive dynamics in the multiplex industry is determined by both the independent and joint effects of objective and perceptual dimensions of competition. Our qualitative yet systematic analysis of the external and internal environments of the major industry players provides new insights into Korea’s multiplex industry as a rich context for future research on interfirm rivalry.

창업CEO의 특성이 신생기업의 제휴 형성에 미치는 영향

송재용(Jae Yong Song),안광준(Kwang Jun An),채희원(Hee Won Chae),조승아(Theresa S. Cho) 한국경영학회 2009 經營學硏究 Vol.38 No.6

The purpose of this study is to examine the effects of founder-CEO attributes on the formation of alliance networks in venture startups. Viewing alliance formation as an external resource sourcing mechanism which can help a startup venture overcome the liabilities of newness and smallness, we investigate specific conditions of a founder-CEO under which alliance formation is facilitated. Despite the consensus on the critical role of founder-CEOs, our understanding of how they formulate and implement strategies in startup ventures is limited. Specifically, there is little research on the characteristics of founder-CEOs that may affect the formation of alliances. In this study, we focus on the link between the specific attributes of founder-CEOs of new ventures and the firms’alliance formation: prior experiences and external visibility. We develop our hypotheses on the effects of total tenure at previous jobs and total number of previous workplaces and large firm experience of a founder-CEO on the formation of alliances. We also investigate the effect of media exposure of a founder- CEO, as a proxy for external visibility, since external visibility promotes reliability and information procurement. Previously, the relationship between media exposure of executives, including founder-CEOs and strategic results of firms has rarely been examined. This study provides theoretical and managerial implications in that exploiting individual network and media exposures of a founder-CEO can be an effective strategy to facilitate successful alliance formation.We test four hypotheses using 406 unbalanced panel data from 116 Korean venture firms listed on KOSDAQ during 1998-2004. The primary data source was Data Analysis Retrieval Transfer System (DART) operated by Financial Supervisory Service. Data were supplemented and confirmed from TS2000P Database and KIS-VALUE. Results from negative binomial regressions show that the alliance formation is likely to increase as a founder-CEO has longer work experiences and more previous jobs before he or she establishes the venture. It is also found that media exposure of a founder-CEO is positively associated with the formation of alliance network.These findings have some important implications. First, individual social networks of a founder-CEO which were built before the founder establishes a new venture can be precious assets for the startup in facilitating alliance formation. Also, founder-CEOs can make efforts to be exposed on media as an effective strategy to promote forming alliances.A contribution of this study is to examine some attributes of founder-CEOs which can facilitate the formation of alliances in social network perspective. Empirically, we believe that this is the first attempt to investigate specific attributes of founder-CEOs which can affect the strategic results such as alliance formation. Especially, study on media exposure of founder-CEOs is valuable attempt for both theoretical and empirical point of view. There has been little research to examine relationship between media exposure of executives and strategic results of firms. This study can provide theoretical and managerial implications on using media exposures as an effective way to draw successful alliance formation.