Resources, Skills, Integration, Development Proficiency, and International Product Success

다국어 초록 (Multilingual Abstract)

This study concerns the impacts of marketing and technology factors on international product performance in a sample of Korean manufacturers. The findings show that marketing resources were positively associated with a higher level of marketing proficiency whereas marketing skills were negatively associated with a higher level of marketing proficiency. The results imply that the competitive advantage of Korean manufacturers may be derived from their marketing resources (e.g., the breadth of sales-force or distribution coverage) rather than marketing skills, such as opportunity identification and selection, marketing strategy determination, and new product concept and market testing. Regarding the effects of technology-related factors on technical proficiency, the negative association between technology resources and technical proficiency and the positive association between technology skills and technical proficiency are interesting, but not surprising. Korean firms tend to harness technical skills (e.g., product differentiation and quality improvement) more so than technology assets (e.g., R&D capacity) for international product success. In the case of marketing proficiency, the results support the role of cross-functional integration in facilitating information dissemination and utilization. The studys findings show that marketing proficiency and technical proficiency result in international product success. To achieve international product success, this study affirms the importance for companies to invest in marketing (e.g., determining target market characteristics and trends) and technical competencies (e.g., conducting engineering and manufacturing evaluations).

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