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신수철(Sco Chul Shin) 한국경영학회 1972 經營學硏究 Vol.2 No.-
In today`s free enterprise system, the growth of a firm plays an ever larger role in stimulating economic growth. A host of articles have been devoted to the analysis of the detailed parts of the many business policies which may influence the potential growth of a firm. How can we find an optimum strategy for business growth, without knowing the various degrees of their relations and their interdependence? Yet little progress has been made in the study of a logical hierachy among these relevant theories. This article is divided into four chapters. The first chapter is concerned with the direction and the need for this study. The second introduces several meanings and major indicators which show the existence of business growth. Many scholars have proposed different indicators. Among them, I have chosen the changing level of sales and of the rate of return during a certain period. The third chapter discusses the major issues in designing a new model for the analysis of business growth. The problem is viewed as one of determining the model objectives, and constraints, selecting the major decision variables and evaluating alternative strategies in terms of the changing level of sales. Several scholars like W. J. Baumol, Horst Albach, J. K. Galbraith, Douglas Vickers have already discussed the models of sales maximization with several constraints. With the help of the excellent studies by H.Albach, and D.Vickers, it is possible to develop further studies in these fields. We assume a firm that produces one kind of product under the oligopolistic market structure. There is a powerful tendency toward status quo in the going prices. Then the rate of increase in sales depends on the change in the industry cost and demand over time.In the short-run the potential demand for a product is affected largely by consumer characteristics like incomes, motives, needs, attitudes, and environmental forces, which are beyond the control of management. Therefore the change in industry cost becomes the major influence on company sales. I have utilized the production function of the neo-classic school. The company was assumed to raise its financial requirements at first by its own capital and then by its own capital and debt capital. Then I could develop a businessgrowth model with two decision variables, financial policy and production policy. In the long run, marketing decisions become the major factors in changing the level of potential demand. Many kinds of Sales-Response functions have been widely used for various purposes but I have chosen the function built by Prof. Klaus Brockhoff. It is shown as Brockhoffs Model. This function well represents the characteristics of the Sales Decay effect, the carry over effect, the threshold level and the saturation level. Empirical analysis of this function has already been made in West-Germany. Finally we can synthesize the short and long run models of business growth with three variables-marketing policy, financial policy, and production policy by considering the time factor in the model. I hope this article will contribute to the further study of business growth, and this approach be empirically verified in the near future with a detailed case study in Korea.
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