胎生的 글로벌 企業의 글로벌指向性, 마케팅戰略 및 海外市場成果에 관한 硏究

다국어 초록 (Multilingual Abstract)

Recently, the advanced technology have brought born global phenomenon as a emerging paradigm. Especially Communication & Transportation Technology saved cost and eased global firms to go abroad.
Although there are a lot of studies about born global firms overseas, there is a lack of studies in Korea. Accordingly, this study investigates born global firms in Korea using Korean Business Directory published by Korea Trade-Investment Promotion Agency(Kotra).
The goals of this dissertation are 1) to develop theoretical model related to global orientation which describes key orientations of born global firms and marketing strategy which includes product differentiation and marketing differentiation; 2) to test the impact of global orientation & marketing strategy to overseas market performance; 3) to define born global firms & describe the present state of Korean born global firms.
The definition of born global firm varies. This dissertation classifies born global firms by time & value chain activity. Born exporting firms are companies which operate in international markets through export within 3 years after their establishment. Born international and born global firms are companies that go abroad through corporation establishment overseas. 260 born global firms were confirmed using Korean Business Directory by Kotra. Moreover, mail questionnaire was sent to CEO, executives & personnel in charge of foreign activities. Nearly 100 responses were received and analyzed.
This dissertation analyzed the impact of global orientation & marketing strategy to foreign market performance. International entrepreneurial orientation is based on resource-based perspective, International network orientation is based on resource dependence theory. The independent variables related to Global marketing strategy are product-based differentiation and marketing-based differentiation. The dependent variable was the firm's foreign market performance.
Results shows that international vision and commitment to market influenced foreign market performance. Top management of born global firms tends to see the world as their firm's marketplace and continuously communicates its mission to succeed overseas. Top management also is focused on developing resources for achieving foreign goals.
International network concentration included in International network orientation is a significant antecedent to foreign market performance. However, availability(resource munificence) is not a significant antecedent to foreign market performance. This means that Korean born global firms don't have enough resources to go abroad.
Product differentiation is not a significant antecedent to foreign market performance. but marketing differentiation is a significant antecedent.
The results shows that only some variable of global orientation affects marketing strategy. International vision & commitment to market don't affect product differentiation; but International commitment to market influences to marketing differentiation. International innovativeness is an antecedent which influence product differentiation & marketing differentiation strategy. International network concentration effects product differentiation strategy. A lot of Korean born global firms engages in industrial goods sector. This makes them to concentrate in minor customers and have an effect on product differentiation strategy.
Analyzing results shows that quality satisfaction intermediates the relationship between marketing strategy and foreign market performance. This means that although product differentiation don't affect directly to foreign market performance, it affects indirectly to foreign market performance through quality satisfaction. This is a meaningful result compared to the study results that product differentiation don't affect directly to foreign market performance in case of Denmark born global firms.
This study also confirms and analyzes statistically the present state of Korean born global firms. The industrial goods companies occupy 69.3% of Korean born global firms. This is the same as the study result of foreign born global firms. Foreign experience before establishment can make an influence on internationalization of born global firms, but not necessarily. Although there is a lack in foreign experience, the internationalization of born global firms is possible based on the competition of distinctive technology competencies & network relationships. 68.6% of Korean born global firms engages in American, China, & Southeast Asia at the beginning & present major market.
IT company occupy 53.5% of Korean born global firms. Nonetheless, born global phenomenon is not restricted to Technology-based company. The result on the competitiveness of born global firms at the beginning of foreign activity shows that the distinctive technology competency account for 42.6%. These consequences mean that although Internationalization is a strategic selection(Chen and Martin, 2001), SMEs based on High-tech occupy more of internationalizing companies than traditional SMEs.
The result on International motivation shows that Narrow domestic market, Need for development in foreign market & entrepreneur's own will account for 83.2% of Korean born global firm. A lack of global network occupy 25.7% of the bottleneck of foreign market development for Korean born global firms. This result raise a need to research on international network orientation.
This dissertation contributes to understand born global phenomenon in Korea. Especially, a construction of global orientation is useful in describing the culture of organization in born global firms. This study also contributes to enlarge the definition of born global firm by including foreign direct investment.
Some limits of this dissertation are first, a number of country and foreign sales weight was not included in born global definition. Moreover, although a comparative study between incremental internationalized firms and born global firms is useful, this dissertation didn't perform that one. International network orientation was intended to apply resource dependence theory, but an additional research is needed for a larger application.

목차 (Table of Contents)

• 제 1장 서론 1
• 제1절 문제제기 및 연구목적 1
• 제2절 연구범위 및 방법 3
• 제3절 논문의 구성 8
• 제 2장 이론적 고찰 9
• 제1절 기업의 국제화로서 태생적 글로벌 기업의 태동 9
• 1. 태생적 글로벌 기업의 정의 9
• 2. 태생적 글로벌 기업의 유형 13
• 3. 기업의 국제화 및 태생적 글로벌 기업 이론 16
• 제2절 태생적 글로벌 기업의 글로벌지향성 29
• 1. 글로벌지향성 관련 선행연구의 고찰 및 개념화 29
• 2. 국제시장 지향성 34
• 3. 국제 기업가적 지향성 36
• 4. 국제 네트워크 지향성 38
• 제3절 태생적 글로벌 기업의 마케팅 전략 46
• 제4절 태생적 글로벌 기업의 품질만족도 및 해외시장성과 50
• 1. 품질만족도 50
• 2. 해외시장성과 53
• 제 3장 연구모형 및 가설 설정 56
• 제1절 연구모형 56
• 제2절 가설설정 59
• 1. 국제시장 지향성과 해외시장성과 관계의 가설설정 60
• 2. 국제시장 지향성과 마케팅 전략 관계의 가설설정 61
• 3. 국제 기업가적 지향성과 마케팅 전략 관계의 가설설정 62
• 4. 국제 네트워크 지향성과 해외시장성과 관계의 가설설정 65
• 5. 국제 네트워크 지향성과 마케팅 전략 관계의 가설설정 66
• 6. 글로벌 마케팅 전략과 해외시장성과 관계의 가설 설정 68
• 7. 품질만족도의 매개효과에 대한 가설설정 69
• 8. 태생적 글로벌 기업 유형간의 성과차이에 관한 가설설정 70
• 제3절 변수의 조작적 정의 70
• 1. 국제 시장 지향성 변수들의 조작적 정의 70
• 2. 국제 기업가적 지향성 변수들의 조작적 정의 71
• 3. 국제 네트워크 지향성 변수들의 조작적 정의 73
• 4. 글로벌 마케팅 전략 변수들의 조작적 정의 74
• 5. 품질만족도 및 해외시장성과의 조작적 정의 76
• 제 4장 실증 분석 및 가설검증 77
• 제1절 연구의 표본 및 조사방법 77
• 1. 표본선정 및 연구조사 방법 77
• 2. 설문의 구성 78
• 제2절 기술통계,신뢰성분석 및 타당성분석 81
• 1. 기술통계 분석 81
• 2. 신뢰성분석 88
• 3. 타당성분석 89
• 제3절 실증분석 95
• 1. 변수들 간의 상관관계분석 95
• 2. 변수들 간의 중회귀분석 97
• 제4절 가설검증 103
• 제 5장 결론 110
• 제1절 연구의 요약 110
• 제2절 연구결과의 시사점 111
• 1. 해외시장성과에 대한 영향요인들의 시사점 111
• 2. 마케팅 전략의 영향요인 및 성과에 대한 시사점 113
• 3. 품질만족도의 매개효과 및 성과 차이에 대한 시사점 114
• 4. 국내 태생적 글로벌 기업의 일반현황에 대한 시사점 115
• 제3절 연구의 의의 117
• 제4절 본 연구의 한계 및 향후 연구과제 119
• 참고문헌 121
• 부록 :설문지 142
• Abstract 149