공동마케팅 제휴의 이해불일치 - 선행요인과 결과

다국어 초록 (Multilingual Abstract)

  This research aimed to establish and test an empirical model for antecedents and consequences of interest incompatibility of co-marketing alliance in korean credit card industry. For this purpose, we suggested several concepts of antecedents and consequences of interest compatability such as goal, role, and perspective incompatibility based on related literature review. Finally, we present the theoretical and managerial implications to the firms that build up business strategy under credit card industry on this research results.<BR>  For the purpose of these goals, fifteen hypotheses were drawn from the previous researches. To verify these hypotheses, 97 data were collected as samples, and the data were tested by reliability test, factor analysis, and covariance structure analysis. Empirical findings partially support that strategic management of interest incompatibility are important in korean credit card industry. And, the theoretical and practical implications of this result and future research were suggested.

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