• Title, Summary, Keyword: 마케팅역량

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시니어의 경험, 자금조달역량, 마케팅역량이 창업의지에 미치는 영향 : 사회적지지 조절효과를 중심으로

  • Jang, Yeong-Mi;Ha, Gyu-Su
    • 한국벤처창업학회:학술대회논문집
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    • pp.161-166
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    • 2018
  • 고령사회 진입과 재취업환경의 어려움 속에서 개인의 경제적 문제 등을 해결하고자 대안으로 시니어창업이 증가하고 있다. 하지만 창업 이후 생존율은 매우 낮은 상황이다. 본 연구는 시니어의 경험, 자금조달역량, 마케팅역량이 창업의지에 미치는 영향에 관한 실증연구로서, 창업역량인 경험, 자금조달역량, 마케팅역량과 창업의지의 관계 및 창업역량과 창업의지간 사회적지지 조절효과를 분석하였다. 이로써 최근 증가하고 있는 시니어창업에 대해 시사점을 도출하고자 하였다. 이를 위하여 시니어 중 잠재적창업자를 대상으로 설문조사를 하였으며, 총 433부의 자료를 사용하였다. 연구결과는 다음과 같다. 첫째, 창업역량이 높을수록, 즉 개인의 경험, 자금조달역량, 마케팅역량이 높을수록 창업의지가 높은 것으로 나타났으며, 둘째, 창업역량인 경험, 자금조달역량, 마케팅역량과 창업의지 간 사회적지지 조절효과는 유의미한 영향관계를 확인할 수 없었다. 본 연구결과를 토대로 다음과 같은 시사점을 도출하였다. 성공적인 시니어창업을 위해서는 창업역량을 강화하여 창업이 이루어지도록 하여야 하고, 창업역량을 함양할 수 있도록 그에 따른 창업교육이 더욱 광범위하게 필요하다는 것이다.

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The Effects of Environmental Adaptation Patterns in the Railway Public Enterprises on Marketing Capabilities and Organizational Performance: Focused on the Market Orientation of Korail and Subway Firms (철도공기업의 환경적응패턴이 마케팅역량과 조직성과에 미치는 영향: 코레일과 지하철 조직의 시장지향성을 중심으로)

  • Shin, Tack-Hyun;Kim, Sung-Ho
    • Journal of the Korean Society for Railway
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    • v.15 no.1
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    • pp.71-79
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    • 2012
  • The main purpose of this study is to depict the causal relationship among Market Orientation(MO), Marketing Capabilities(MC), and Organizational Performance(OP) with the moderating effect of Environmental Turbulence(ET), especially comparatively highlighting the differences between Korail and Subway firms. Findings show that there partly existed significant interactions effects between ET and MO in case of subway firms, whereas Korail did not reveal any significant results. When considering the strong relationship between MO and MC shown in the subway firms' case, it can be inferred that subway firms continuously have attempted to adapt to the external environment facing them more flexibly and actively over their counterpart, by which the degree of their MC became positively enhanced over Korail. These results give us some implication that MO should be internalized and also MC should get a higher consideration than ever throughout the railway public enterprises in order to strengthen their performance.

A Study on the Influence of Founder Characteristics on the Performance of Establishment by Marketing Capability (창업자 특성이 마케팅 역량에 따른 창업성과에 미치는 영향에 관한 연구)

  • Song, In-Am;Jeon, Gye-Sik
    • Journal of Digital Convergence
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    • v.15 no.8
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    • pp.59-68
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    • 2017
  • This study is a study on the entrepreneurial characteristics of entrepreneurship by marketing competency. This study examines the relationship between the characteristics of entrepreneurs and their marketing competence, and examines the effects of these characteristics on entrepreneurial performance. The results of the empirical analysis show that the characteristics of entrepreneurs influence on entrepreneurship performance. Second, marketing competence affects entrepreneurial performance. Third, it is found that the characteristics of entrepreneurs influence the entrepreneurial performance according to marketing competence. Therefore, this study confirms that the characteristics of entrepreneurs and marketing competence affect the performance of entrepreneurship, and that the characteristics of entrepreneurs influence the entrepreneurship performance according to marketing competence. Therefore, It is significant to provide theory and implications.

A Study on the Effect of Senior's Entrepreneurial Competency on Entrepreneurial Intention: Focused on the Moderating Effect of Social Support (시니어의 창업역량이 창업의지에 미치는 영향에 관한 실증연구: 사회적지지 조절효과를 중심으로)

  • Jang, Young Mi;Ha, Kyu Soo
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.13 no.3
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    • pp.13-36
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    • 2018
  • In the age of aging society and the difficulties of reemployment environment, senior entrepreneur is increasing as an alternative to solve individual economic problems. However, the survival rate is very low after establishment. This study is a study on the effect of senior's entrepreneurial competency on entrepreneurial intention, and analyzed the relationship between entrepreneurial competency, experience, funding competency, marketing competency, and social support and entrepreneurial intention. For this purpose, we surveyed the potential founders of seniors and used a total of 433 copies. The results of the study are as follows. First, the higher the entrepreneurial competency, in other words, the higher the individual experience, financing competency, and marketing competency, the higher the entrepreneurial intention. Second, social support did not show a significant relationship between entrepreneurial competency and entrepreneurial intention. Based on the results of this study, the following implications were derived. For a successful senior entrepreneur, it is necessary to strengthen the entrepreneurial competency and start the business, and in order to cultivate these entrepreneurial competency, entrepreneurial education is needed more widely.

A Study on the Factors Influenced on the Performance of Korean Ventures - Focusing on International Entrepreneurship and Firm's Capabilities - (한국 벤처기업의 경영성과에 미치는 영향요인에 관한 연구 - 국제적 기업가정신과 기업역량을 중심으로 -)

  • Yoon, Ki-Chang
    • International Area Studies Review
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    • v.13 no.2
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    • pp.445-474
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    • 2009
  • This study tries to investigate the factors influenced on the performance by top management team's(TMT's) international entrepreneurship(IE) and firm's capabilities(marketing capability and R&D capability) of Korean Ventures. The research model and hypothesis set that TMT's IE directly affect to the performance directly affects and TMT's IE indirectly affect to the performance through the capabilities(marketing capability and R&D capability) by research prior studies. To verify research model, 115 high-technology based Korean ventures survey to be as samples by structured questionnaires and the data is tested by SEM(structural equation modeling) analysis. The results of analysis are as follow. First, there was no relationship between TMT's IE and performance. Second, the IE positively affected to firm's capabilities(marketing capability and R&D capability). Third, firm's internal capabilities positively affected to performance. These results only few TMT's IE cannot sufficiently affect to performance but IE should be propagated to marketing and R&D departments and then firm's performance can improved. This study respect to provide a meaningful implication to globalization and performance of Korean Ventures.

The literature review of global innovation capability (글로벌혁신역량에 관한 이론적 고찰)

  • Yang, dong-woo;Jeon, woo-jeong
    • Proceedings of the Korea Contents Association Conference
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    • pp.119-120
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    • 2011
  • 본 연구는 중소기업의 글로벌 혁신역량에 관련 선행연구를 조사분석한 연구이다. 국내외 중소기업의 글로벌혁신역량에 관한 선행연구를 광범위하게 조사한 후 중소기업의 글로벌 혁신역량에 영향을 미치는 대표적인 잠재변수를 선정한다. 각 잠재변수별로 유의적으로 판명된 지표를 분석하여 기업내부역량 중 글로벌혁신역량에 중요한 요인인 CEO역량, 기술역량, 마케팅역량, 생산역량, 인적자원역량, 재무역량, 네트워크역량으로 재분류한다. 향후 잠재변수사이의 상관관계를 분석하여 상호교호작용효과를 배제한 잠재변수별 순효과(net effect)를 분석하고자 한다.

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A Study on Mediating Effect of International Marketing Activity between R&D and Network Capabilities and Performance of Korean INNOBIZs (기술개발·네트워크 역량과 경영성과간 관계에서 국제마케팅 활동의 매개적 역할에 관한 연구)

  • Yoon, Ki-Chang;Kim, Moon-Hong
    • International Area Studies Review
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    • v.14 no.2
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    • pp.181-204
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    • 2010
  • This study researched relationship between R&D capability(TC), Network capability(NC), International marketing activity(IMA) and effect to performance of Korean globalizing INNOBIZs. In former research, they found out that TC, NC, IMA effect to performance directly. But they didn't focus on the relationship between the variables and Korean INNOBIZs. Recently, Global environment of competition is getting more and more complicated. So even the companies develop the excellent product, the companies can not get superior performance than competitor as long as the company combine with IMA or NC. In this study, empirical analysis performed using covariance structural analysis for Korean INNOBIZs. As we know in former research, TC and IMA have a positive effect on performance directly. But NC does not have a direct effect on performance. Also we found out TC and NC intermediated by MC have positive effect on performance. This result is theoretically and practically suggestive that using the company developed NC in International IMA effect on Performance.

The Effect of Supply Chain Management Activities and Marketing Capabilities on the Performance of Apparel Firms (의류기업의 공급사슬관리 기반활동과 마케팅 역량이 업무성과에 미치는 영향)

  • Lee, Kyung-Hoon;Park, Jae-Ok
    • Journal of the Korean Society of Clothing and Textiles
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    • v.31 no.6
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    • pp.942-954
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    • 2007
  • The purpose of this research is to examine the level of SCM activity, marketing capability, and firm performance for apparel firms, and to investigate the effect of SCM activities and marketing capabilities for firm performance improvement. This study surveyed domestic apparel manufacturing brands that distribute products nationwide. The data was collected through questionnaires sent to managers or executives in large and middle manufacturing corporations among Korea's listed and registered corporations. The data collection has been carried out from November 10 until December 11, 2006. The questionnaires were transmitted by individual visit, fax, and mail. A total of 98 completed responses were returned, three incomplete responses were discarded. The results were as follows: First, SCM activity was classified into 3 dimensions: structural, logistical, and technological factor. Three dimensions of marketing capability were identified with differentiation, cost-leadership, and operational factor. Firm performance was classified into three dimensions: financial, productivity, and customer satisfaction factor. Second, result of analyzing effects of SCM activities for firm performance improvement, it was found that the improvement of technological activities affected acquirement of financial, productivity, and customer satisfaction performs. Structural activities affected factor of productivity performs. Third, result of analyzing effects of marketing capabilities for firm performance improvement, improvement of differentiation capabilities affected acquirement of financial, customer satisfaction performs. And the improvement of operational capability affected acquirement of financial performs and improvement of cost-leadership capability affected factor of productivity performs.

A Study on the Effect of Entrepreneurial Intention on Start-up Performance: Focused on the Intermediating Effects of Entrepreneurial Competency and Differentiated Competitive Advantage (창업의지가 창업성과에 미치는 영향: 창업역량 및 차별화 경쟁우위의 매개효과를 중심으로)

  • Kim, Ye-Jung
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.14 no.4
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    • pp.63-73
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    • 2019
  • Recently, as young and senior entrepreneurs are getting interested in starting a business, the domestic startup rate is gradually increasing. However, the survival rate of start-ups is so low. In this regard, this study empirically examines how the entrepreneurial intention affects both financial and non-financial start-up performances through the intermediation effects of experiential competence, financing competency, marketing competence and differentiated competitive advantage. In doing so, the purpose of this study is to find out the key elements to successful start-ups. To this end, the survey results of 200 start-ups in Pohang from January 21 to February 1, 2019 were used to test the research hypotheses. The results of the study are summarized as follows. First, it is shown that the entrepreneurial intention have a positive effect on the experiential competence, financing competence and marketing competence. Second, it is found that both experiential competence and marketing competence have significant positive effects on the differentiated competitive advantage. On the other hand, the financing competence has not been shown to have a significant effect on the differentiated competitive advantage, which might result from the characteristic of the data that most of the respondents are from new businesses. Third, it is shown that the differentiated competitive advantage has a positive effect on both financial and non-financial performances. In conclusion, the results of this study suggest a theoretical basis for the successful start-up performance. Namely, it is necessary for the founders of start-ups to secure differentiated competitive advantage through the entrepreneurial intention and the entrepreneurial competences such as financing competence and marketing competence because the differentiated competitive advantage leads to the successful financial and non-financial start-up performances. In addition, the results of this study suggest to both entrepreneurs and managers that for the successful business performance, it is important for them to make continuous efforts to come up with new ideas and to reinforce financing and marketing activities in order to achieve the differentiated competitive advantage.

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The Effects of the Environmental Factors for ICT adoption on Globalization capabilities and business performance of SMEs (중소기업 ICT 도입 환경적 요인이 글로벌화역량과 경영성과에 미치는 영향)

  • Jang, Sang-Min;Kim, Kyung-Ihl
    • Journal of Convergence for Information Technology
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    • v.8 no.4
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    • pp.219-224
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    • 2018
  • The purpose of this paper is to analyze the influence of marketing capabilities on business performance among SMEs. The results suggest that complexity, trialability, and observability are among the technological factors that have a significant influence on ICT adoption. Research advantage and compatibility do not influence ICT adoption. Meanwhile, organizational factors such as owner/manager knowledge and innovativeness significantly influence ICT adoption among SMEs. Environmental factors such as competitive pressure, institutional intervention contribute significantly to the adoption. Moreover, data analysis reveals that ICT adoption has a positive influence toward SMEs' marketing capabilities. Finally marketing capabilities significantly influence a firm's business performance.