창업마케팅특성이 기업성과에 미치는 영향 = The Effect of Marketing Characteristic on Business Performance

다국어 초록 (Multilingual Abstract)

In Korea, the survival rate of start-up of 5-year after foundation is as low as 29.6% of the country. This low survival rate is from because of insufficient resources in start-ups compared to those of mid-sized companies. Therefore, the marketing characteristics of entrepreneurship has emerged as a major cause.
Therefore, In this study, because learning orientation, marketing experience, competition orientation and etc are differently owned in start-ups, marketing impact to marketing strategy in start-up companies are differently investigated. Therefore, the relationship of learning orientation, marketing experience, competition Orientation with marketing strategies was examined. Based on this, Business performance was examined to suggest contents related to eco-system of start-up companies to representative of start-up companies.
For this study, Survey was conducted for 250 start-up entrepreneurs within 3 and half year since foundation from Nov. 20 to Dec. 20, 2015. In result of data-cleaning, 207 meaningful samples were gathered. Based on these, conclusion was obtained. Using SPSS 20.0 statistical program, frequency analysis, reliability analysis, correlation analysis and regression analysis were conducted. the following conclusions were drawn.
First, in the impact of marketing environment of Phase 1 start-up companies on marketing strategy, product strategy, distribution strategy and promotion strategy were positively affected by learning orientation, marketing experience and competition orientation. Second, in the effect of 2nd phase marketing strategy to business performance, the financial performance and the non-financial performance. Were positively affected by product strategy, distribution strategy and promotion strategies. Third, The effect of learning orientation, marketing experience and competition orientation to financial performance was positively mediated by product strategy and distribution strategy among 3rd phase meditation strategies. the effect of learning orientation, marketing experience and competition orientation to non-financial performance was positively mediated by products strategy.
In comprehensive summary, in order to increase business performance in start-up companies, marketing strategy should be applied in. Especially, the role of learning orientation and marketing experience is vital. In increasement of business performance to characteristics of star up marketing, financial performance can be increased by product strategy and distribution strategy. And, both of financial and non-financial performance can be increased by product strategy. Therefore, in conducting of marketing characteristics of start-up, to increase business performance, the apply of marketing strategy to marketing characteristics of start-up should be required.

국문 초록 (Abstract)

우리나라의 신생기업은 5년 후 생존율이 29.6%로 낮아진다. 이는 초기의 창업기업들이 중견기업에 비해 자원이 풍부하지 못하기 때문에 생존율이 낮다고 볼 수 있다. 따라서 창업기업의 마케팅특성이 주요 원인으로 부각되고 있다. 이번 연구에서는 학습지향성, 마케팅경험, 경쟁지향성 등은 창업기업에 따라 다르게 소유하고 있으며, 특히 창업기업의 경우 마케팅전략에 미치는 영향은 다르게 조사될 수 있다고 판단되어 학습지향성, 마케팅경험, 경쟁지향성이 창업기업의 마케팅전략에 미치는 관계를 검정하였다.
이를 바탕으로 기업성과를 측정하여 창업기업의 대표자들에게 창업기업의 생태계에 관련된 내용을 시사하고자 하는데 목적을 두었다. 본 연구의 표본은 2015년도를 기준으로 창업한지 3년 6개월 이내의 창업기업가들을 대상으로 2015년 11월 20일부터 12월 20일까지 창업기업 종사자 250명을 대상으로 조사를 실시하였다. 이를 데이터클리닝 한 결과 207개의 표본을 대상으로 SPSS 20.0 통계프로그램을 이용하여 빈도분석, 신뢰도분석, 상관관계분석 및 회귀분석을 실시하여 다음과 같은 결론을 도출하였다.
독립변수인 창업기업의 마케팅환경이 매개변수인 마케팅전략에 미치는 영향은 학습지향성, 마케팅경험, 경쟁지향성에 있어 제품전략, 유통전략, 촉진전략에 정(+)의 영향을 미치는 것으로 나타났으며, 매개변수인 마케팅전략이 종속변수인 기업성과에 미치는 영향에 대해 제품전략, 유통전략, 촉진전략은 재무성과와 비재무성과에 정(+)의 영향을 미치는 것으로 조사되었다. 또한 마케팅전략의 매개효과는 학습지향성, 마케팅경험, 경쟁지향성이 재무성과에 미치는 영향에 있어서 제품전략과 유통전략이 확실한 매개효과를 보이는 것으로 조사되었으며, 학습지향성과 마케팅경험, 경쟁지향성이 비재무성과에 미치는 영향에 있어서 제품전략만이 매개효과를 보이는 것으로 조사되었다.
연구결과의 요약을 종합해보면 창업기업이 기업의 성과를 높이기 위해서 마케팅전략을 펼쳐야 하는데 특히 학습지향성과 마케팅경험이 중요시되며 창업마케팅특성이 기업성과를 높이는데 있어서 제품전략과 유통전략이 재무성과를 높일 수 있다. 그리고 제품전략은 재무성과와 비재무성과를 높인다고 볼 수 있다. 이에 창업기업 마케팅특성을 수행하는데 있어서 기업의 성과를 높이기 위해 창업마케팅특성에 따른 마케팅전략을 펼치는 것이 바람직하다고 사료된다.

참고문헌 (Reference)

1 유봉호, "중소기업의 학습지향성 : 선행요인과 결과" 한국중소기업학회 14 (14): 123-145, 2011

2 이용희, "벤처기업 창업자의 성공요인 분석을 통한 창업교육에 대한 시사점 탐색" 한국벤처창업학회 9 (9): 231-244, 2014

3 Kaplan, R. S, "Using the Balanced Score card as a Strategic Management System" 74 (74): 75-85, 1996

4 Kim, Y. G., "Travel impact of market orientation on the business performance study" Gachon University 2005

5 Lings, I. N, "The impact of internal and external market orientations on firm performance" 17 (17): 41-53, 2009

6 신소현, "The Roles of Learning Orientation and Market Orientation in Driving Marketing Capabilities and Firm Performance" 한국마케팅학회 13 (13): 1-23, 2011

7 Ham, Y. S., "The Effects of R&D Management and Marketing Activities on the New Product Performance in KOSDAQ: Venture versus non-Venture" 2006 (2006): 323-347, 2006

8 Park, H. I., "The Effect of Marketing environment of start-up companies on Marketing Performance" Chung Ang University 2013

9 Narver, J. C, "The Effect of Market Orientation on Business Profitability" 54 (54): 20-35, 1990

10 Webster, F. E., "The Changing Role of Marketing in the Corporation" 56 (56): 1-17, 1992

11 Gang, B. O., "The CEO of SME entrepreneurship research on the impact on company performance" Chung Ang University 2011

12 Kim, S. O, "Study on the relationship between market-oriented culture, marketing strategies" 5 (5): 67-94, 2003

13 Yun, S. H., "Study on small business policies for the success of small business owners Korea" 29 (29): 265-293, 2007

14 U, J., "Study on Marketing Performance Measurement" Yun Sei University 2005

15 Aaker, D. A., "Strategic Market Management" John Wiley and Sons, Inc 1995

16 SMBA, "SME Policies of South Korea"

17 Kim S. W., "Research on the relationship between marketing ability and performance : an integrative model of market - oriented culture and marketing strategy" Korea University 2001

18 Oh, J. S, "Relationship between entrepreneurship" BuSan University 1999

19 Slater, S. F., "Marketing's contribution to the implementation of business strategy: An empirical analysis" 22 (22): 1055-, 2001

20 Ambler, T., "Marketing and the bottom line: the marketing metrics to pump up cash flow" Pearson Education 2003

21 Ku, D. M., "Marketing Research Methodology" Hakhyunsa 2015

22 Morgan, N. A., "Marketing Productivity, Marketing Audits, and Systems for Marketing Performance Assessment Integrating Multiple Perspectives" 55 (55): 363-375, 2002

23 Kohli, A. K, "Market Orientation:The Construct, Research Proposition, and Managerial Implications" 54 (54): 1-18, 1990

24 Morgan, N. A., "Market Orientation, Marketing Capabilities, and Firm Performance" 30 (30): 909-920, 2009

25 Marginson, E. W., "Management control systems and thei effects on strategy formation at middle-management levels: Evidence from a U.K. organization" 23 (23): 1019-, 2002

26 Bolton, Ruth. N., "Linking Marketing to Financial Performance and Firm Value" 68 : 73-75, 2004

27 Shin, S. H, "Learning Directional competitive marketing capabilities and impact on company performance" 13 (13): 1-23, 2004

28 Son, G. H., "Environmental characteristics and properties of the marketing information system, marketing research on the relationship between performance" 7 (7): 67-69, 1997

29 Kim, D. H., "Empirical study on the effect of marketing environment, marketing capacity on the marketing performance in SMEs : Focused on small and medium enterprises in Seoul and capital area" Kyung Hee University 2011

30 Zahra, S. A., "Corporate Entrepreneurship and Financial Performance: A Taxonomic Approach" 8 (8): 319-340, 1993

31 Seo, S. W., "Competitive orientation and relationship marketing directional correlation of wealth and influence in the business and marketing orientation" Sejong University 2008

32 Yang, H. B, "Behavior and performance analysis of start-ups" 21 (21): 554-, 2009

33 Fuller, P. B., "Assessing Marketing in Small and Medium-sized Enterprises" 28 (28): 34-49, 1994

34 Farrell, M. A., "Antecedents and Consequences of A Learning Orientation" 10 (10): 38-51, 1999

35 Kim, Y. T., "An empirical study on the affecting factors of social enterprise entrepreneurial performance" Chung Ang University 2012

36 Clark, Bruce. H., "A summary of thinking on measuring the value of marketing Journal of Targeting" 9 (9): 357-369, 2001