신뢰가 마케팅 제휴활동의 창의성에 미치는 영향: 한국기업과 일본기업의 비교를 중심으로 = The Effects of Trust on Marketing Alliance Creativity: A Comparative Study between Korean and Japanese Firms

국문 초록 (Abstract)

창의성은 모방하기 힘든 지속가능한 기업의 핵심역량으로서 혁신전략의 중요한 선행요소로 인식되고 있다. 하지만 많은 연구들이 신제품개발과 같은 기업 내 조직들 간의 협력적 활동 상황에서 진행되고 있어 마케팅 제휴활동과 같은 기업 간 협력적 활동에서의 창의성 관련 연구는 미진한 상황이다.
본 연구에서는 마케팅 제휴활동에 있어 창의성의 중요성을 강조하면서, 이들이 형성되는 구체적인 메커니즘을 살펴보았다. 이를 위해, 신뢰의 유형을 신용과 호의에 기반한 신뢰로, 마케팅 제휴활동의 창의성을 참신성과 유용성으로 구분하여 이들과 정보교환품질과의 관계를 가설화하고, 이를 구조방정식 모형을 통해 검증하였다. 또한 이 과정에서 한국기업과 일본기업의 문화적 차이의 조절효과도 검증하였다.
실증분석 결과, 신용과 호의에 기반한 신뢰는 모두 정보교환품질에 긍정적 영향을 미쳤으며, 정보교환의 품질은 마케팅 제휴활동의 참신적 창의성과 유용적 창의성에 모두 긍정적 영향을 미치는 것으로 나타났다. 특히, 신용에 기반한 신뢰와 마케팅 제휴활동의 참신적 창의성 간의 관계, 그리고 호의에 기반한 신뢰와 마케팅 제휴활동의 유용적 창의성 간의 관계는 정보교환품질에 의해 완전매개되고 있는 것으로 나타났다. 이와 더불어, 신용과 호의에 기반한 신뢰와 정보교환의 품질과의 관계는 한국기업과 일본기업 간의 문화적 차이에 의해 조절되고 있음을 확인할 수 있었다.

다국어 초록 (Multilingual Abstract)

While creativity is the precursor for developing innovation and strategic advantages through relationships, research in marketing has focused on creativity in intra-firm rather than inter-organizational contexts (for example, new product development as opposed to marketing alliances). However, conditions facilitating creativity in intra- and inter-organizational contexts may differ.
To confirm these facts, the current study proposes a research model where credibility-based trust and benevolence-based trust enhance the quality of information exchange, which eventually improves novel and useful creativity, with national culture as a moderator in inter-organizational contexts, especially marketing alliance contexts.
The research model was tested with a survey of 284 marketing alliances across Japanese and Korean firms. The results from a structural equation model indicated that credibility-based trust and benevolence-based trust affect the quality of information exchange, facilitator of marketing alliance creativity (i.e., novelty and usefulness). In addition, the effects of credibility-based trust and benevolence-based trust on novelty and usefulness in marketing alliance contexts are fully mediated by the quality of information exchange. Finally, the national culture between Korea and Japan also moderates the relationships between credibility-based trust and benevolence-based trust and quality of information exchange. In detail, the link between the credibility-based trust and quality of information exchange is stronger in more individual and masculine society. In addition, the benevolence-based trust is more strongly associated with quality of information exchange when both collectivism and feminity are highThe conclusion offers a summary and implications of the findings, discusses the limitations of the research, and makes directions for future research.

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