기업가 지향성과 수출성과 간의 관계에서 마케팅 역량과 시장 변동성의 매개･조절역할 연구 = An Empirical Study on the Mediating and Moderating Effects of Marketing Capability and Market Turbulence in the Relationship between Entrepreneurial Orientation and Export Performance

다국어 초록 (Multilingual Abstract)

Export SMEs need entrepreneurial orientation in order to generate performance in the face of uncertainty in foreign markets.
The purpose of this study is to examine the effect of three sub-dimensions of entrepreneurial orientation (EO) on export performance with mediating role of marketing capability and moderating role of market turbulence. Empirical analysis with a sample of 400 small and medium exporting companies shows the result as follows : First, innovativeness, risk-taking, and proactiveness, which are sub-dimensions of entrepreneurial orientation, have a positive effect on export performance, respectively. Second, innovativeness and proactiveneess, excluding risk-taking, have a positive effect on marketing capability. Third, SMEs' export marketing capability has a positive effect on export performance. Fourth, the mediating effect of marketing capability in the relationship between entrepreneurial orientation of export SMEs and export performance is different for each sub-dimensions of entrepreneurial orientation. It is found that there is a full mediating effect of marketing capability in the negative relationship between innovativeness and export performance, while there is a full positive mediating effect of marketing capability in the relationship between proactiveness and export performance. However, there is no mediating effect of marketing capability on the relationship between risk-taking and export performance. Fifth, it is analyzed that there is no moderating effect of market turbulence on the relationship between innovativeness, risk-taking, proactiveness and export performance, which are three sub-dimensions of entrepreneurial orientation. However, in the relationship between risk-taking and export performance, market turbulence has a negative moderating effect.
The results of this study suggest that SMEs should build their marketing capability with efforts to strengthen entrepreneurial orientation in order to expand exports. In addition, since market turbulence plays a negative moderating role in the relationship between risk-taking and export performance, it suggests that SMEs should try to reduce risk-taking in export markets with high market turbulence.

국문 초록 (Abstract)

수출중소기업은 불확실성이 높은 해외시장에서 사업기회를 추구해야 하는 상황에서 성과를 창출하기 위해서는 기업가 지향성을 필요로 한다.
본 연구에서는 기업가 지향성의 3개 하위 요소가 수출성과에 미치는 영향에 있어 마케팅 역량의 매개역할과 시장 변동성의 조절역할에 대해 수출중소기업 400개사를 대상으로 분석하였다. 실증 분석 결과 첫째, 기업가 지향성의 하위 요소인 혁신성, 위험 감수성, 진취성은 각각 수출성과에 정(+)의 영향을 미치는 것으로 밝혀졌다. 둘째, 수출중소기업의 기업가 지향성 중 위험 감수성을 제외한 혁신성, 진취성은 마케팅 역량에도 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 중소기업의 수출 마케팅 역량이 커질수록 수출성과가 증가하는 것으로 나타났다. 넷째, 수출중소기업의 기업가 지향성이 수출성과에 미치는 관계에 있어 마케팅 역량의 매개효과는 기업가 지향성의 하위 요소별로 상이하게 나타났다. 기업가 지향성 중 진취성과 수출성과 간 정(+)의 관계에서 마케팅 역량의 완전 매개효과가 있는 반면, 혁신성과 수출성과 간 부(-)의 관계에서 마케팅 역량의 부분 매개효과가 있는 것으로 밝혀졌다. 그러나 위험 감수성과 수출성과 간의 관계에서 마케팅 역량의 매개효과는 없는 것으로 나타났다. 다섯째, 기업가 지향성의 3개 하위 변수인 혁신성, 위험 감수성, 진취성과 수출성과 간 정(+)의 관계에서 시장 변동성은 통계적으로 조절역할을 하지 않은 것으로 분석되었다. 다만, 기업가 지향성 중 위험 감수성과 수출성과 간의 관계에서 시장 변동성이 부(-)의 조절효과를 나타내고 있다.
본 연구의 분석결과는 중소기업은 수출을 확대하기 위해 기업가 지향성을 강화하는 노력과 함께 마케팅 역량을 구축하여야 함을 시사한다. 아울러 시장 변동성이 위험 감수성과 수출성과 간의 관계에서 시장 변동성은 부(-)의 조절역할을 하고 있으므로, 중소기업은 시장 변동성이 큰 수출시장에서는 위험 감수성을 줄이는 노력을 기울여야 한다는 점을 시사한다.

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