제휴관계의 형성에 있어 국가의 문화적 요인의 역할에 관한 연구 = A Study on the Influence of National Culture on the Alliance Relationship Formation

다국어 초록 (Multilingual Abstract)

Companies are facing rapid technological innovation, globalization, changes in competitive structure. Thus, the value of corporate resource is changing and the alliance relationship formation, especially between nations, is increasing to adapt the change.
This research purposes to examine the mediating role of culture in a whole procedure of alliance between companies.
We would analyze the effect of technological uncertainty and market uncertainty in initial stage of alliance on forming technological alliance and marketing alliance between companies.
For the purpose, we conducted 2 stage mail surveys on 615 corporations concerned with alliance in Korea, China, and Japan. We conducted hierarchical regression and these are the results.
First, technological uncertainty and market uncertainty have a positive effect on alliance formation. Second, when uncertainty avoidance and masculinity are higher and individualism is lower, market uncertainty has greater effect on marketing alliance formation. Also, environmental (both technological and market) uncertainty have greater effect on R&D alliance formation, when uncertainty avoidance and masculinity are higher and individualism is lower.
We identified the role of national culture in the whole process from alliance.

국문 초록 (Abstract)

기업 경영의 틀이 세계화 되면서 기업 자원의 가치에 대한 많은 변화들이 일어나고 있으며, 이러한 변화에 대응하기 위한 국가 간 제휴 활동이 증가하고 있다.
본 연구는 기업 간 제휴 활동 과정에서 국가 문화의 조절적 역할을 살펴보는 것을 목적으로 하였다. 이를 위하여 한국, 중국, 일본 기업 중 제휴 경험이 있는 615개 기업을 대상으로 자료를 수집하여 연구가설을 검정하였고 결과는 다음과 같다.
첫째, 기술적 불확실성과 시장 불확실성은 제휴의 형성에 긍정적 영향을 미쳤다. 둘째, 마케팅 제휴 활동에 있어 불확실성의 회피성향, 남성주의 성향이 높을수록 그리고 개인주의 성향이 낮을수록 시장의 불확실성이 제휴 관계의 형성에 미치는 영향의 정도가 강화되었다. R&D제휴에 있어서 불확실성의 회피성향, 남성주의 성향이 높을수록, 그리고 개인주의 성향이 낮을수록 환경적 불확실성(기술적 불확실성과 시장 불확실성)이 제휴 형성에 미치는 영향의 정도가 강화되는 것으로 나타나 제휴 형성에 있어 국가 문화의 조절적 역할을 확인할 수 있었다.
이러한 연구 결과를 통해 잠재적 제휴 파트너 선정에 있어 가이드라인이 제시되었으며 제휴 활동에서 국가 문화적 역할을 확인해 볼 수 있었다.

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