B2B 중소기업에게 필요한 마케팅역량에 대한 연구: 대구광역시 소재 중소기업을 대상으로 = A Study on the Marketing Capabilities Required for Small and Medium-sized Enterprises in B2B Market

다국어 초록 (Multilingual Abstract)

This study examines the marketing capabilities required for B2B SMEs. Previous researches related to marketing capabilities have focused on the marketing capabilities that companies in the B2C industry should have. In this study, the authors are presenting the marketing capabilities for SMEs in the B2B industry. Based on the study of overseas literature related to B2B marketing and FGI results of local small and medium-sized enterprises (SMEs) representatives and management consultants, the questionnaire items on B2B marketing capabilities were determined. A survey was conducted targeting 172 B2B small and medium-sized enterprises (SMEs) in the Daegu area that had previously supported from marketing support projects with the cooperation of Daegu Science and Technology Supporting Center in Daegu Technopark. As a result of the survey, it was found that the marketing capabilities required for B2B companies consisted of seven competency factors: Customer relationship management capability, brand capability, channel bonding, market orientation, new product development capability, innovation capability, and pricing capability. The causal relationship between these marketing capabilities and various corporate performance such as financial performance, non-financial performance, customer performance and technical performance was analyzed, and academic and policy implications of the study were presented based on this analysis. In the last part, the limitations of this study and future research directions are presented.

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