한국 기업의 해외마케팅 역량 결정 요인에 대한 실증 연구 -수출마케팅 능력과 수출 성과와의 관계를 중심으로- = An Empirical Study on the Determinants of overseas marketing Capabilities -Focused on the Relation of Exporting Marketing Capabilities and Export Performance in Korean Firms-

다국어 초록 (Multilingual Abstract)

The primary purpose of this article is to investigate the effect of export marketing capabilities on export performance. Drawing on the resource-based view, the authors develops model that links an exporter`s product development capability, distribution capability, communication capability, and pricing capability with its positional advantages(low-cost advantage and branding advantage) and its performance in the export market. On the basis of a survey of Korean export ventures, the author finds general support for their proposed model. The author discusses the theoretical and managerial implications of his findings.