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해외자회사 국제마케팅프로그램 자율성의 결정요인에 관한 동태적 분석
차영진 ( Young Jin Cha ) 한국국제무역학회 2003 國際貿易硏究 = Journal of international trade studies Vol.9 No.2
국제기업의 의사결정과정에서 해외자회사의 경영을 위한 의사결정권한을 모회사에서 집권화 할 것인가 또는 현지 자회사에 위양 할 것인가의 문제는 현지 자회사의 경영관리틀 위한 중요한 과제이다. 이러한 관점에서 본 논문은 한국기업의 해외자회사를 대상으로 하여 모회사와 자회사간의 국제마케팅프로그램에 관련된 의사결정권한의 분배문제, 즉 마케팅프로그램의 자율성정도를 동태적으로 분석하였다. 구체적으로 해외직접투자기간을 1기와 2기로 분류하고, 이 두 기간 동안의 국제마케팅프로그램 의사결경권한의 자율성정도를 비교 분석하여 변수들간의 동태적 관계를 탐색적인 차원에서 규명하였다. 분석결과, 1985년에서 1995년까지의 제1기에 투자된 64개 기업의 경우, 마케팅 차별화전략집단이 제품 · 가격 · 판촉 · 유통 등 마케팅프로그램 자율성을 측정한 네 가지 부문 모두에서 의사결정의 자율성이 높음을 알 수 있었다. 또한 환경의 불확실성이 높은 32개의 고집단이 상대적으로 마케팅프로그램 의사결정 자율성이 높음을 알 수 있다. The most important problem in multinational activities is how to control their foreign subsidiaries in foreign market. The diversity of task environment of subsidiaries located in each foreign markets make it necessary to integrate and coordinate the activities of the each foreign subsidiaries for achieving the unified objectives of multinationals. Therefore, a study on the degree of independent, shared and dominant control of the foreign subsidiary given by parent company in making decision process and what factors influence the degree of the autonomy of foreign subsidiary`s making decision are very important issues for the future research of korean firm`s internationalization. In this view, the purpose of this study focus on to scrutinize The determinants of autonomy of international marketing program in the foreign subsidiary of korean multinationals. The data for this study were collected flour 140 firms in korean multinationals which have own subsidiary in foreign country and data on each variable were gathered through questionnaires. Results from an empirical test indicate that, in the strategic type, the parent which has the differentiation strategy to fit high uncertainty in dynamic environment, will give the automomy of international marketing program to its subsidiary more.
방호열(Ho Yeol Bang),차영진(Young Jin Cha) 한국경영학회 1997 經營學硏究 Vol.26 No.3
Increasing internationalization of Korean firms necessitates the research efforts to explain their performance resulting from foreign entry strategies. The previous studies, however, are unsatisfactory in this matter. This article tries to identify determinants of the performance of Korean firms` foreign subsidiaries. After classifying samples into high-performance group and low-performance one, two groups were compared with each other in terms of five factors, that is ① strategic types, ② strategic fit, ③ internal capabilities, ④ similarity in capabilities between headquarters and subsidiaries, ⑤ motives of foreign direct investment. The results showed that the performance of foreign subsidiaries varied according to the strategic types employed by them. In terms of internal capabilities and similarity in capabilities, there were found the significant differences between high and low performance group. However in motives of foreign direct investment there was no significant difference between two groups. When it comes to strategic fit, the result was in contradiction to theoretical expectation. Considering that conceptualizations of fit and their testing schemes are diverse, we must be cautious in interpreting the result.