관계특유투자 및 관계자본이 관계학습 및 만족, 장기지향성에 미치는 영향: 대기업과 중소기업 간의 관계를 중심으로 = An Study on the Win-Win Cooperation between Large Companies and Small and Medium Business: based on the Role of Relational Factors

다국어 초록 (Multilingual Abstract)

As today business environment is changing rapidly and competition is more intensive in the market, it is more important to adapt to the rapidly changing market environment. And also, companies think that they need to have win-win cooperation as they aware that there is a limit to adapt the today market environment alone.
But there are asymmetric structures in market because small and medium business have relied on large companies so far. Therefore, it is very important to study the small and medium businesses protection mechanism for maintaining healthy business relationships in this asymmetric structures.
This research focus on social exchange theory as a academic background to facilitate mutual cooperation and accompanied growth. Therefor, we set up a small and medium business protection mechanism to facilitate mutual cooperation and mutual growth of large companies and small and medium businesses with social exchange theory, not transaction cost theory. That is, we want to demonstrate whether social exchange theory is appropriate protective mechanisms for small and medium businesses or not through a literature review and hypothesis testing.
Therefore, this study attempts to investigate the impact of relationship specific investment and relational capital between large companies and small and medium businesses on relationship learning. The purpose of this study is to find out whether relationship specific investment, relational capital, and relationship learning can be an antecedent of relationship satisfaction and long-term relationship.
For this study, data were gathered by survey and analyzed by structural equation modeling. The sample size in the present study was 245. The reliability of the all seven dimensions was estimated with Cronbach’s alpha, composite reliability values and average variance extracted values. We determined whether the measurement model supports the convergent validity and discriminant validity by Exploratory factor analysis and Confirmatory Factor Analysis. For each pair of constructs, the square root of the average variance extracted values exceeded their correlations, thus supporting the discriminant validity of the constructs. Hypotheses were tested using the AMOS 19.0.
As expected, the all hypotheses were supported. The greater degree of relationship specific investment and relational capital between large companies and small and medium businesses were the more favorable to relationship satisfaction and long-term relationship. In addition, relationship satisfaction affected long-term relationship.
In summary, the large cooperations could reduce the opportunistic behavior of small and medium businesses by one-sided transaction specific investments, however the small and medium businesses can not reduce the opportunistic behavior of large companies. because of the transaction specific investments, the small and medium businesses was only respond to unreasonable demands, such as price cuts targeted at small and medium businesses.
This is not a valid win-win cooperation, resulting in lowering of the products quality of these small businesses to meet the unreasonable demands which large companies want. As a result, it aggravate large companies’ management performance.
Relationship capital being built through the relationship specific investment and the relationship between large companies and small and medium businesses facilitate to learn from each other between trading partners, and eventually leads to a long-term orientation.
This study demonstrated the justification and rationale for the mutual cooperation of large companies and small and medium businesses, which we would like to mention in this study. This means that the social exchange theory is an important theoretical background to have a win-win effect through transaction of large companies and small and medium businesses. And also we could identify that relationship specific investment and relational capital based on socia...

국문 초록 (Abstract)

빠르게 변화하는 시장 환경에 기업이 적응하려 할 때, 독자적인 대응에는 한계가 있음을 인지하게 되면서 상생협력을 통한 기업 간의 유기적인 대응이 점점 중요해지고 있다. 기존의 기업 간 거래에 있어서 기업거래 관점은 거래비용 이론으로 제시되어 왔다. 즉, 기업 간 거래에 있어서 거래 기업의 기회주의적 행위를 제한하기 위해 계약 및 제도, 지배구조 등을 이용하여 상대 기업의 협력적 행동을 이끌어 내야 한다고 언급하고 있다. 그러나 이러한 관점은 의존도가 상호 간 유사할 경우 가능하며, 의존도가 비대칭적일 경우에는 의존도가 높은 기업이 낮은 기업의 기회주의 행동을 제한할 수 없게 된다. 대기업과 거래를 하는 중소기업의 경우 대기업에 비해 상대적으로 의존성이 크며, 따라서 대기업과 중소기업 의존구조는 비대칭적으로 이루어진다. 즉, 거래비용 이론은 중소기업의 입장에서 대기업을 협력적 관계로 통제하는데 한계가 있다. 이러한 한계점을 극복하기 위해 본 연구에서는 사회교환 이론의 관점으로 중소기업과 대기업 간의 거래를 살펴보고자 하였으며, 실증적 분석을 통해 국내 대 중소기업의 성공적인 거래관계의 방향과 학술적 시사점을 제공하고자 한다.
본 연구의 결과를 요약하면, 관계특유투자와 관계자본은 관계학습에 긍정적인 영향을 미치고, 관계학습은 거래관계 만족과 장기지향성에 긍정적으로 영향을 미치는 것을 확인할 수 있었다. 이러한 연구결과는 사회교환 이론의 관점에서 관계특유투자 및 관계자본과 같은 관계중심의 접근법이 결국에는 중소기업의 장기지향성에 긍정적으로 작용함을 보여준다. 이는 의존구조가 비대칭적인 기업거래 상황에서, 의존구조가 낮은 거래관계의 강자가 지배구조 등을 통한 강압적인 관점이 아닌 관계적 접근법으로 다가서도 의존도가 높은 거래상의 약자는 장기적으로 관계를 맺고자 함을 보여준다. 기존의 대기업은 중소기업과의 거래에서 효율성과 효과성을 중시하여 불공정거래 논란이 일고, 우월적 지위를 남용하는 사례가 다수 발생하였다. 본 연구결과에서는 대기업의 이러한 정책이 궁극적으로는 대기업의 성과적 측면에서 바람직하지 못함을 반증한다. 따라서 중소기업과의 관계특유투자와 관계자본을 강화함으로서 관계품질을 높이기 위한 상호작용의 프로세스를 강화시킬 필요가 있다.

참고문헌 (Reference)

1 김영수, "중소기업의 대기업과의 협력이 기업성과에 미치는 영향: 기업가정신과 시장지향성의 조절효과를 중심으로" 한국기업경영학회 20 (20): 169-190, 2013

2 김상덕, "영향전략, 관계만족, 그리고 의존구조" 한국경영학회 38 (38): 51-73, 2009

3 이재혁, "시민사회와 시민적 자본:시장적 관계 모형" 한국이론사회학회 (10) : 213-261, 2007

4 이재혁, "선물의 hau : 증답경제의 정치경제학과 관계자본" 한국사회학회 45 (45): 37-72, 2011

5 신동엽, "복제행동과 조직학습: 다각화 모드 선택에서 성과반영 의사결정" 한국경영학회 37 (37): 561-583, 2008

6 김진민, "대기업과 중소기업의 협력을 위한 성공요인" 한국기업경영학회 21 (21): 25-38, 2014

7 권영철, "대기업-중소기업간 상생협력 촉진 요인으로서 관계특유투자 분석" 한국경영학회 11 (11): 145-164, 2007

8 정호열, "대 중소기업 상생 협력의 필요성과정책 방향" 8-11, 2010

9 채명수, "기업의 관계지향성이 기업의 관계자산과 성과에 미치는 영향" 한국기업경영학회 17 (17): 35-59, 2010

10 김기찬, "기업생태계관점에서의 연구개발 전략과 플랫폼 리더십 : 대․중소기업 상생협력과 R&D에의 시사" 한국중소기업학회 31 (31): 157-175, 2009

11 Buchanan, L., "Vertical Trade Relationships : The Role of Dependence and Symmetry in Attaining Organizational Goals" 29 (29): 65-75, 1992

12 Frazier, G. L., "The use of Influence Strategies in Interfirm Relationships in Industrial Product Channels" 55 (55): 52-69, 1991

13 Gundlach, G. T., "The Structure of Commitment in Exchange" 59 (59): 78-92, 1995

14 Thibaut, J. W., "The Social Psychology of Groups" John Wiley and Sone, Inc 1959

15 Dyer, J. H., "The Relational View : Cooperative Strategies and Sources of Interorganizational Competitive Advantage" 23 (23): 660-679, 1998

16 Chen, Y. S., "The Positive Effects of Relationship Learning and Absorptive Capacity on Innovation Performance Competitive Advantage in Industrial Markets" 38 : 152-158, 2009

17 Macneil, L., "The New Social Contract, An inquiry into Modern Contractual Relations" Yale University Press 1980

18 Hunt, S. D., "The Nature and Scope of Marketing" 40 (40): 17-28, 1976

19 Popper, K. R., "The Logic of Scientific Discovery" Harper and Row 1959

20 Griffith, D. A., "The Influence of Individual and Firm Level Social Capital of Marketing Managers in a Firm’s Global Network" 39 : 244-254, 2004

21 Lai, C. S., "The Effects of Market Orientation on Relationship Learning and Relationship Performance in Industrial Marketing : The Dyadic Perspectives" 38 : 166-172, 2009

22 Hsu, F. M., "The Effect on the Relationship Learning from Relationship Enhancement Activities" 6 (6): 89-107, 2007

23 Kumar, N., "The Effect of Wupplier Faimess on Vulnerable Resellers" 32 (32): 54-65, 1995

24 Williamson, O. E., "The Economic Institutions of Capitalism" Free Press 1985

25 Gaski, J. F., "The Differential Effects of Exercised and Unexercised Power Sourcees in a Marketing Channel" 22 (22): 130-142, 1985

26 Morgan, R. M., "The Commitment-Trust Theory of Relationship Marketing" 58 (58): 20-38, 1994

27 Von Hippel, E., "Sticky Information and the locus of Problem Solving : Implications for Innovation" 40 (40): 429-439, 1994

28 Coleman, J. C., "Social Capital in the Creation of Human Capital" 94 : 95-120, 1988

29 Tsai, W., "Social Capital and Value Creation : The Role of Intrafirm Networks" 41 (41): 464-476, 1998

30 Nahapiet, J., "Social Capital and Value Creation : The Role of Intrafirm Networks" 41 (41): 464-476, 1998

31 Homans, G. C., "Social Behavior as Exchange" 63 (63): 597-606, 1958

32 Subramani, M. R., "Safeguarding Investment in Asymmetric Inter-Organizational Relationship : Theory and Evidence" 46 (46): 46-62, 2003

33 Chang, K. H., "Safeguarding Investment and Creation of Transaction Value in Ssymmetric Intermational Subcontracting Relationship : The role of Relationship Learning and Relational Capital" 42 : 477-488, 2007

34 Benett, R., "Reputation, Trust and Supplier Commitment : The Case of Shipping Company/Seaport Relations" 16 (16): 424-438, 2001

35 Nunnally, J. C., "Psychometric Theory" Mc-Graw-Hill 1978

36 Selnes, F., "Promoting Relationship Learning" 67 (67): 80-95, 2003

37 Emerson, R. M., "Power-Dependence Relations" 27 (27): 31-40, 1962

38 Noordewier, T. G., "Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships" 54 (54): 80-93, 1990

39 Frazier, G. L., "Perceptions of Interfirm Power and its use within a Franchise Channel of Distribution" 23 (23): 169-176, 1986

40 Fiol, C. M., "Organizational Learning" 10 (10): 803-813, 1985

41 Wathne, K. H., "Opportunism in Interfirm Relationships : Forms, Outcomes, and Solutions" 64 (64): 36-51, 2000

42 Hair, J. F., "Multivariate Data Analysis with Reading" Macmillan 1998

43 Chin, W. W., "Modern Method for Business Research" Lawrence Erlbaum Associates 295-336, 1998

44 Cronin Jr. J., "Measuring Service Quality: A Reexamination and Extension" 56 (56): 55-68, 1992

45 Williamson, O. E., "Markets and Hiearchies :Analysis and Antitrust Implications" The Free Press 1975

46 Sinkula, J. M., "Market Information Processing and Organizational Learning" 59 (59): 63-74, 1994

47 Kalwani, M. U., "Long-Term Manufacturer-Supplier Relationship : Do they Pay off for Supplier Firms" 59 (59): 1-16, 1995

48 Kale, P., "Learning and Protection of Proprietary assets in Strategic Plliances : Building Relational Capital" 21 (21): 217-327, 2000

49 Lim, J. W., "Key Determinants of Customer Success" 5 : 117-143, 1999

50 Blau, P. M., "Interaction : Social Exchange" 7 : 452-458, 1968

51 Kelly, H. H., "Inter- personal Relations : A Theory of Interdependence" John Wiley and Sons, Inc 1978

52 Palmatier, R. W., "Factors Influencing the Effectiveness of Relationship Marketing : A Meta-Analysis" 70 (70): 136-153, 2006

53 Czepiel, J. A., "Exploring the Concept of Loyalty in Services in the Services Challenge: Integrating for Competitive Advantage" American Marketing Association 91-110, 1987

54 Blau, P. M., "Exchange and Power in Social Life" John Wiley & Sons, Inc 1964

55 Fornell, C., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error" 8 (8): 39-50, 1981

56 Von Hippel, E., "Economies of Product Development by Users : The Impact of ‘Sticky’ Local Information" 44 (44): 629-644, 1998

57 Pine, B. J. Ⅱ, "Do you want to keep your Customers forever?" 73 (73): 103-114, 1995

58 Dwyer, F. R., "Developing Buyer-Seller Relationships" 51 (51): 11-27, 1987

59 Ganesan, S, "Determinants of Long-Term Orientation in Buyer-Seller Relationship" 58 (58): 1-19, 1994

60 Frazier, G. L., "Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution in a Developing Country" 53 (53): 50-69, 1989

61 Holm, D. B., "Creating Value through Mutual Commitment to Business Network Relationships" 20 : 467-486, 1999

62 Kraut, Robert, "Coordination and Virtualization : The Role of Electronic Networks and Personal Relationships" 10 (10): 722-740, 1999

63 Stump, R. L., "Controlling Supplier Opportunism in Industrial Relationships" 33 (33): 431-441, 1996

64 Brown, J. R., "Conflict and Satisfaction in an Industrial Channel of Distribution" 21 (21): 15-26, 1991

65 Oliver, R. L., "Cognitive, Affective, and Attribute bases of the Satisfaction Response" 20 (20): 418-430, 1993

66 Anderson, J. C., "A model of the Distributor’s Perspective of Distributor-Manufacturer Working Relationships" 48 (48): 62-74, 1984

67 Dwyer, F. R., "A Transaction Cost Perspective on Vertical Contractual Structure and Interchannel Competitive Strategies" 52 (52): 21-34, 1988

68 Blau, P. M., "A Theory of Social Integration" 65 (65): 545-556, 1960

69 Anderson, J. C., "A Model of Distribution Firm and Manufacturing Firm Working Partnerships" 54 (54): 42-58, 1990

70 Oliver, R. L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions" 17 (17): 460-469, 1980

71 Cyert, R. M., "A Behavioral Theory of the Firm" 1963

72 중소기업중앙회, "2014년 중소기업현황" 성지문화사 2014