기업가지향성, 시장지향성과 입지지향성이 기업성과에 미치는 영향에 대한 실증연구 -중소 유통서비스기업을 중심으로- = An Empirical Study on the Effect of Entrepreneurial Orientation, Market Orientation and Location Orientation on the Business Performance - Focused on small wholesale and retail business -

다국어 초록 (Multilingual Abstract)

According to many precedent reviews, firm performance has related with market orientation and entrepreneurial orientation. The relationship is very crucial for small businesses as a result of their limited resource base. Past empirical studies suggested a strong positive relationship between entrepreneurial orientation and market orientation on high firm's performance. Therefore this study analyze the relationship between entrepreneurial orientation and market orientation on firm performance for the small wholesale-retail sales business. Also, location orientation is very important for the small wholesale-retail sales business. This research adds location orientation as another significant variable in company with two important variables (entrepreneurial orientation and market orientation) as above mentioned.
According to our results three variables (entrepreneurial orientation, market orientation and location orientation) have significant positive influence on performance satisfaction but are not related to financial performance(net profit and sales).We discuss and suggest managerial implications and the problem of the small wholesale-retail sales business for these results.

국문 초록 (Abstract)

기업성과는 시장지향성, 기업가지향성과 연계관계가 있는 것으로 이에 대하여 많은 연구가 이루어져왔다. 그러한 관계는 소기업의 제한된 자본을 고려해 볼 때, 매우 중요하다.
과거의 실증연구들은 기업성과에 대하여 기업가지향성과 시장지향성 사이에 강한 긍정적 연계작용을 제안하였다. 따라서 본 연구는 중소 유통서비스기업을 대상으로 기업가지향성과 시장지향성, 기업성과의 연계관계를 분석하고자 하였다. 또한 중소 유통서비스기업에게 기업가지향성, 시장지향성과 더불어 입지지향성은 매우 중요하다. 이에 본 연구는 기업성과에 대하여 기업가지향성, 시장지향성과 더불어 입지지향성의 관계를 분석하였다.
분석결과 기업가지향성, 시장지향성, 입지지향성은 기업성과의 성과만족도에 유의적인 정(+)의 영향을 나타낸 반면, 재무적 성과(매출과 순이익)에 대하여 어떠한 유의적인 관계도 검증하지 못했다. 이에 본 연구는 이러한 결과를 통하여 중소 유통서비스기업의 문제점과 이에 대한 시사점을 논하고자 한다.

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