수출 시장 개척 성공요인: 한국 기업들을 대상으로 한 실증분석을 중심으로

오한모 ( Han Mo Oh ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.1

Purpose: Export market development is a critical strategy for firms that aim to enhance their existing businesses in that current economic trends encourage those firms to expand overseas. Even though these trends reinforce the reasons for firms to develop export markets, they should cautiously choose a target market because each country provides different opportunities, risks, and locales. Nonetheless, extant studies have not fully offered what factors affect the success of export market development. Therefore, the current study contributes to an understanding of how to evaluate and select export markets for success in export market development. Research design, data, and methodology: Building on the resource-based theory of the firm and the knowledge-based theory of the firm, the present study develops a model that credits both exporter-level resources and country-level environments facing exporters with the key drivers of the success in export market development. The model was empirically tested with a dataset drawn from various secondary sources and a primary data collection. Results: The findings of the current study reveal that the success in export market development is influenced by cultural distance, economic distance, export-market risk, and export-market openness. The findings also demonstrate the moderating effects of prior experience in prior culture and economy. Conclusions: With or without control for these drivers, exporters have less success in export market development. In addition, exporters develop their export strategy by considering which of these drivers are more important than others.

KEY DRIVERS OF ENTRY IN FOREIGN MARKETS

오한모(Han Mo Oh) 한국경영교육학회 2013 한국경영교육학회 학술발표대회논문집 Vol.2013 No.6

The Effect of Global Logistics Firms’ Engagement in Social Responsibility on Customers’ Perception of Price Fairness

Oh, Han-Mo(오한모) 한국물류학회 2016 물류학회지 Vol.26 No.5

일반적으로 고객들은 기업의 사회적 책임 활동에 대해 긍정적인 반응을 나타내는 것으로 알려져 있다. 기존 문헌들 역시 기업의 사회적 책임활동이 기업 경영의 바람직한 성과에 대한 긍정적인 영향을 미치는 것을 입증해 왔다. 그러나 글로벌 배송기업의 사회적 책임활동이 고객 애호도와 같은 바람직한 성과의 원동력인 될 수 있는 고객들의 지각된 가격 공정성에 미치는 영향에 대한 검증은 미비하다. 특히, 글로벌 배송기업의 서비스 가격에 이러한 기업의 사회적 책임활동 수행비용이 포함되는 경우 이를 고객들이 어떻게 받아들일지에 대한 검증이 필요하다. 본 연구에서는 글로벌 배송기업의 사회적 책임활동과 고객들의 지각된 가격 공정성의 관계와 이 관계가 고객들에게 내재된 기업의 사회적 책임활동에 대한 속성에 의해 조절되는지를 검증하였다. 이러한 검증을 위해 피실험자 간 실험 디자인을 통해 수집된 자료를 바탕으로 실증분석이 이루어졌다. 본 논문에서는 이론적으로 글로벌 배송기업의 사회적 책임활동과 고객들의 지각된 가격 공정성, 그리고 고객들의 사회적 책임활동에 대한 내재적 속성의 관계를 설명하는 개념적 모형이 제시되었다. 또한 실무적으로 글로벌 배송기업들에게 고객들의 지각된 가격 공정성에 대한 기업의 사회적 책임 활동의 효과를 최적화하기 위한 전략이 제시되었다. Although many logistics firms engage in corporate social responsibility (CSR) activities, prior research has little investigated the effects of those firms’ engagement in CSR on customers’ perception of price fairness. Drawing on the social exchange theory and the instrumental stakeholder theory, the author develops a conceptual framework that can explain the effect of global logistics firms’ CSR engagement on perceived price fairness and the moderating role of customers’ intrinsic attribution of CSR. A between-subjects scenario experiment was conducted to manipulate participants’ perceived level of a global logistics firm’s engagement in CSR. The effects of the experimental treatment were analyzed with an analysis of variance. The results of the analysis shows that customers’ perception of price fairness is significantly lower in the experiment group than in the control group and that customers’ perception of price fairness is significantly higher for high intrinsic CSR attribution than for low intrinsic CSR attribution. The findings of the present study propose an underlying psychological mechanism liking global logistics firms’ engagement in CSR to customers’ perception of price fairness, in which the perception depends crucially on customers’ CSR attribution. Finally, the author suggests strategies for global logistics firms to optimize the effect of CSR engagement on customers’ perception of price fairness.

국가 관련 제품 연상 상황 하에서 시장 진입 방식이 소비자들의 구매 의도에 미치는 영향 -한국에서의 실험 증거를 중심으로-

오한모 ( Han Mo Oh ) 한국유통경영학회(구 한국유통정보학회) 2015 유통정보학회지 Vol.18 No.4

Purpose: Building on the view of country-of-origin, the present study provides evidence of how entry-mode choice influences consumers`` purchase intention of foreign products in a country-related product association context. Research design, data, and methodology: An experimental study was conducted in a host country market with a strong favorable country-related product association (Germany) and with an unfavorable country-related product association (China). The author used a 3 (market entry modes: import, wholly-owned subsidiary, and international joint venture) × 2 (country-related product associations: high vs. low) between-subjects factorial design. Results: The results of the experiment show that in an unfavorable country-related product association, consumers prefer the foreign products launched through an international joint venture to ones launched through the other two entry modes. On the other hand, in a strong country-related product association, there is little difference of consumer purchase intention among market entry modes. Conclusions: This paper presents empirical evidence on how country-related product associations can affect consumer purchase intention of foreign products in terms of the types of market entry. The author suggests that international firms carefully seek out market entry modes appropriate to the country-related product associations in order to yield favorable outcomes.

The Effects of Export Market Prioritization on Superior Financial Performance: A Focus on Propositional Development

Han-Mo Oh(오한모) 강원대학교 경영경제연구소 2019 Asia-Pacific Journal of Business Vol.10 No.3

Whether export-market prioritization is effective on financial performance is a controversial issue. Nevertheless, few studies have addressed this issue. The present study attempted to explicate the effects of exporters’ market prioritization on their superior financial performance. Based prominently on the market-segmentation theory and the relationship-marketing theory, the current study developed propositions of whether export-market prioritization is economically reasonable. It is posited that export-market prioritization postively influences buyer satisfaction in a primary market; that export-market prioritization negatively affects on buyer satisfaction in a secondary market; that export market prioritization reduces costs in relation to export marketing and sales; that buyer satisfaction positively influences buyer loyalty for both buyers in primary markets and ones in secondary markets; that buyer loyalty positively influences share of wallet for both buyers in primary markets and ones in secondary markets; and that share of wallet positively influences sales per buyer for both buyers in primary markets and ones in secondary markets. Thus, exporters should identify suitable export-market segments and prioritize export markets. The present study suggested that exporters monitor market profitability, assess the quality of buyer information, and conduct selective organizational alignment in order to develop a prioritization strategy.

제품 혁신을 통한 국제적 성장에 관한 연구: 다각화 상황의 조절효과를 중심으로

오한모 ( Oh Han-mo ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.5

Purpose: Despite insightful works regarding the nature of the processes and the rewards associated with product innovation, previous studies have little assessed when a firm`s product innovation leads truly to its international growth. Focusing on the roles of diversification contexts, the author attempted to address an issue of how firms can generate international growth from product innovation. Research design, data, and methodology: Drawing critically on the resource-advantage theory of competition, the author developed a model that may explain how firms achieve international growth through product innovation. The model was empirically tested with an event study on 175 announcements of international product innovation. Results: This results of the present study indicate that the innovativeness of a new product positively influences international growth and that related diversifiers achieve greater international growth through product innovation than do unrelated diversifiers. In addition, it is found that the level of diversification negatively moderates the effect of product innovativenesss on international growth. In contrast, competitor protection and market diversification positively moderate the effect of product innovativenesss on international growth. Conclusions: The author suggested that firms innovate products in order to achieve expected growth in international markets by considering the following issues. First, international marketing managers should deeply understand the components of product innovativeness because international product innovations can be effective when the innovativeness of a new product is high. Second, international marketing managers should consider the level of product diversification before developing new products internationally because international product innovation is likely to be more successful when the level of product diversification is low than is high. Third, international marketing managers should focus on the moderating role of the type of product diversification, competitor protection, and the level of market diversification in international product innovation because a low level of each of the factors can alleviate the positive effects of product innovation on international growth although a firm has a strong innovativeness.

International Expansion Success Through Vicarious Learning

Han-Mo Oh(오한모),Sang-Bong An(안상봉) 대한경영학회 2017 大韓經營學會誌 Vol.30 No.2

Corporate Social Responsibility in International Channels of Distribution

Han-Mo Oh(오한모),Byeong-Joon Moon(문병준) 한국유통학회 2015 流通硏究 Vol.20 No.2

본 연구는 국제 유통 채널의 성과에 대한 기업의 사회적 책임의 효과를 규명하는데 목적을 둔다. 국제 마케팅 분야에서 기업의 사회적 책임의 전략적 중요성에도 불구하고 국제 유통 채널에서의 이러한 기업의 사회적 책임이 성과에 미치는 영향에 관한 연구는 빈약하다. 본 연구에서는 이해 당사자 이론과 관계 마케팅 이론에 기반을 두고 국제 유통 채널에서 기업의 사회적 책임 활동의 효과를 설명하는 실증분석이 가능한 모형이 도출되었다. 이 모형은 한국 다국적 기업들과 그들의 해외 유통 파트너들로부터 수집된 이원 자료를 활용하여 검증되었다. 분석의 단위는 다국적 기업-해외 유통 파트너간의 관계로 설정하였다. 수집된 총 126개 표본을 분석한 결과, 기업의 사회적 책임 노력이 궁극적으로 국제 유통 채널의 성과를 향상시키는 것이 발견되었다. 특히, 기업의 자선적인 사회적 책임 노력은 국제 유통 파트너의 이러한 노력에 대한 인지도를 향상시켜 관계 몰입을 증진시키는 한편, 기업의 윤리적인 사회적 책임 노력은 국제 유통 파트너의 이러한 노력에 대한 인지도를 향상시켜 결과적으로 신뢰를 증진시키는 구조가 발견되었다. 또한, 국제 유통 파트너의 기업의 사회적 책임 지향성이 강할수록 다국적 기업의 사회적 책임에 대한 인지도와 관계 요인들에 대한 영향력을 강화되는 것이 발견되었다. 본 논문은 국제 유통 채널에서 기업의 사회적 책임의 성과에 대한 영향력에 대한 실무적인 의의와 이론적인 기여, 본 연구의 한계, 그리고 향후 연구 방향을 토론하며 결론을 맺는다. This study attempts to provide an understanding of the effects of corporate social responsibility (CSR) engagement on outcomes in international channels of distribution. Despite the importance of CSR in international business model and strategy, few studies have addressed the effects of CSR activities on the outcome in these channels. Building on the stakeholder theory and relationship marketing theory, the authors develop an empirically testable model that explains the effectiveness of firms’ CSR engagement in their international channels of distribution. Using dyadic data collected from two surveys, the authors empirically test the model. Findings from an examination of 126 Korean multinational corporation-foreign distributor relationships reveal the positive effects of firms’ CSR efforts on the international channel outcome through distinct mechanisms where ethical CSR improves channel partners’ trust whereas philanthropic CSR enhances relationship commitment. In addition, the authors find that foreign partners’ CSR orientation positively moderates the relationship between each CSR perception and each of relational mediators. This paper offers important implications for theory and practice and concludes with the limitations of the current study and the directions for future research.

출 벤처의 경쟁우위에 영향을 주는 요인들

오한모(Han-Mo, Oh),안상봉(Sang-Bong, An) 한국창업학회 2017 한국창업학회지 Vol.12 No.3

수출 파트너십 형태의 비즈니스 모델인 수출 벤처는 창업 직후 자원이 부족한 신생기업들이 국제 경쟁에서 선택할 수 있는 전략 중에 하나이다. 최근 연구는 이러한 수출벤처가 대부분 직접 경험을 통해 확보할 수 있는 국제화에 관한 지식이 부족한 신생기업들에게 유용한 전략임을 제시했다. 그러나 이러한 수출벤처의 지속가능한 경쟁우위를 실증적으로 검증한 연구는 미비하 다. 본 연구는 수출벤처의 지속가능한 경쟁우위의 근간이 되는 요인들을 규명하는데 목적이 있다. 이러한 측면에서, 본 연구는 자원우위경쟁이론을 이론적 준거 틀로 삼아, 수출벤처의 자원들과 경쟁우위의 관련성을 설명하는 모형을 도출하고 한국 신생 수출기업을 대상으로 한 설문조사를 통해 확보한 자료를 실증적으로 분석하여 이 모형을 검증하였다. 수집된 자료는 구조방정식 분석의 한 형태인 부분최소자승법을 통해 분석되었다. 분석결과, 신생기업의 제조역량 및 파트 너십 역량과 파트너 기업의 수출역량은 수출벤처의 경쟁우위 확보에 긍정적인 영향을 주는 것으로 나타났다. 그러나 브랜드 인지도의 경쟁우위에 미치는 영향은 유의미하지 않은 것으로 검증되었다. 한편, 관계악화요인들인 수출벤처 참여기업 간 기회주의와 불기능적 갈등은 수출벤처의 경쟁우위 확보에 부정적인 영향을 주는 것으로 나타났다. 본 연구는 신생 기업의 국제화의 상황 에서 수출 파트너십의 중요성을 규명함으로써 국제경영과 전략경영 분야의 지식기반을 확충하 는데 기여할 것으로 예상된다. 본 논문은 연구결과의 이론적, 실무적 시사점을 제시함과 동시에 연구의 한계를 기반으로 향후 연구 방향을 제시함으로써 결론을 맺는다. An export-venture is one of the strategic options for a start-up firm that desires to compete internationally, especially when the firm’s resources are insufficient. Recent research has advocated that export-ventures are valuable strategies for start-up firms that suffer from limited resources such as knowledge of internationalization that can be acquired mostly from experiential learning. Few studies, however, have explained export ventures’ sustainable success. The authors aim to identify key drivers of export-venture success. Based heavily on the resource-advantage of competition, the authors theorize key relationships between export-ventures’ resources and competitive advantage. These relationships were tested using data from a survey of start-up firms in Korea. The data were analyzed using partial least square analysis. The structural model shows that export competence was positively related to export-venture competitive advantages. In contrast, the relationship between partner brands’ awareness and export-venture competitive advantages was insignificant. Manufacturing capability positively influences export-venture competitive advantage. Likewise, partnering experience positively influences export-venture competitive advantage. Nonetheless, the relationship-destroying factors negatively affect export-venture competitive advantage. The current study may contribute to knowledge extension of two research streams-international business and strategic management-by emphasizing the importance of export-partnerships in the context of start-up firms’ internationalization. This article is concluded with a discussion of further implications for theory and management and some directions of future research in addition to the limitations of the present research.

고객 우선 순위화 전략이 재무적 성과에 미치는 영향 -데이터 마이닝 모형을 이용한 캠페인 사례연구-

오한모 ( Han Mo Oh ) 한국유통경영학회(구 한국유통정보학회) 2015 유통정보학회지 Vol.18 No.1

Purpose: The effect of customer prioritization on financial performance is an issue of considerable debate. Nonetheless, previous studies do not demonstrate satisfactorily whether and how such a prioritization pays off. The present study aims to present clear evidence of the effect of customer prioritization on financial performance. Research design, data, and methodology: Using proprietary data provided by a business-to-business firm, the current study conducts a data mining analysis in order to estimate firms’ cost efficiency and profit efficiency of a promotional campaign. An analytical model is proposed to better assess whether customer prioritization is economically reasonable and how it should be structured. Results: Results show that business customers, who bought the product in the first year, have the high potential to order again. Furthermore, the possibility of repeat orders is proportional to the size of business customers. Moreover, some types of industry have higher possibility of repeat business from customers. Therefore, the findings of the present study imply that by intensifying marketing efforts suiting these categories, firms may be able to capture prospective customers. Conclusion: Customer prioritization ultimately leads to higher profitability because this may affect relationships with prioritized customers positively and reduce both marketing cost and resource consumption significantly. Thus, firms should be able to monitor and maintain customer data properly in order to find suitable customer segments and to prioritize customers. In addition, firms should determine a new suitable prediction model that would help the firms recognize a new trend at the right time and apply the right strategy to compete successfully in the market.