The Effect of Marketing Characteristic on Business Performance

창업마케팅특성이 기업성과에 미치는 영향

  • Jeon, In-oh (Dept. of Information Management, Graduate School of Venture, Hoseo University) ;
  • An, Un-Seok (Dept. of administration, Namseoul University)
  • 전인오 (호서대학교 벤처대학원) ;
  • 안운석 (남서울대학교 경영학과)
  • Received : 2016.06.01
  • Accepted : 2016.06.28
  • Published : 2016.06.30

Abstract

In Korea, the survival rate of start-up of 5-year after foundation is as low as 29.6% of the country. This low survival rate is from because of insufficient resources in start-ups compared to those of mid-sized companies. Therefore, the marketing characteristics of entrepreneurship has emerged as a major cause. Therefore, In this study, because learning orientation, marketing experience, competition orientation and etc are differently owned in start-ups, marketing impact to marketing strategy in start-up companies are differently investigated. Therefore, the relationship of learning orientation, marketing experience, competition Orientation with marketing strategies was examined. Based on this, Business performance was examined to suggest contents related to eco-system of start-up companies to representative of start-up companies. For this study, Survey was conducted for 250 start-up entrepreneurs within 3 and half year since foundation from Nov. 20 to Dec. 20, 2015. In result of data-cleaning, 207 meaningful samples were gathered. Based on these, conclusion was obtained. Using SPSS 20.0 statistical program, frequency analysis, reliability analysis, correlation analysis and regression analysis were conducted. the following conclusions were drawn. First, in the impact of marketing environment of Phase 1 start-up companies on marketing strategy, product strategy, distribution strategy and promotion strategy were positively affected by learning orientation, marketing experience and competition orientation. Second, in the effect of 2nd phase marketing strategy to business performance, the financial performance and the non-financial performance. Were positively affected by product strategy, distribution strategy and promotion strategies. Third, The effect of learning orientation, marketing experience and competition orientation to financial performance was positively mediated by product strategy and distribution strategy among 3rd phase meditation strategies. the effect of learning orientation, marketing experience and competition orientation to non-financial performance was positively mediated by products strategy. In comprehensive summary, in order to increase business performance in start-up companies, marketing strategy should be applied in. Especially, the role of learning orientation and marketing experience is vital. In increasement of business performance to characteristics of star up marketing, financial performance can be increased by product strategy and distribution strategy. And, both of financial and non-financial performance can be increased by product strategy. Therefore, in conducting of marketing characteristics of start-up, to increase business performance, the apply of marketing strategy to marketing characteristics of start-up should be required.

우리나라의 신생기업은 5년 후 생존율이 29.6%로 낮아진다. 이는 초기의 창업기업들이 중견기업에 비해 자원이 풍부하지 못하기 때문에 생존율이 낮다고 볼 수 있다. 따라서 창업기업의 마케팅특성이 주요 원인으로 부각되고 있다. 이번 연구에서는 학습지향성, 마케팅경험, 경쟁지향성 등은 창업기업에 따라 다르게 소유하고 있으며, 특히 창업기업의 경우 마케팅전략에 미치는 영향은 다르게 조사될 수 있다고 판단되어 학습지향성, 마케팅경험, 경쟁지향성이 창업기업의 마케팅전략에 미치는 관계를 검정하였다. 이를 바탕으로 기업성과를 측정하여 창업기업의 대표자들에게 창업기업의 생태계에 관련된 내용을 시사하고자 하는데 목적을 두었다. 본 연구의 표본은 2015년도를 기준으로 창업한지 3년 6개월 이내의 창업기업가들을 대상으로 2015년 11월 20일부터 12월 20일까지 창업 기업 종사자 250명을 대상으로 조사를 실시하였다. 이를 데이터클리닝 한 결과 207개의 표본을 대상으로 SPSS 20.0 통계프로그램을 이용하여 빈도분석, 신뢰도분석, 상관관계분석 및 회귀분석을 실시하여 다음과 같은 결론을 도출하였다. 독립변수인 창업기업의 마케팅환경이 매개변수인 마케팅전략에 미치는 영향은 학습지향성, 마케팅경험, 경쟁지향성에 있어 제품전략, 유통 전략, 촉진전략에 정(+)의 영향을 미치는 것으로 나타났으며, 매개변수인 마케팅전략이 종속변수인 기업성과에 미치는 영향에 대해 제품전략, 유통전략, 촉진전략은 재무성과와 비재무성과에 정(+)의 영향을 미치는 것으로 조사되었다. 또한 마케팅전략의 매개효과는 학습지향성, 마케팅경험, 경쟁지향성이 재무성과에 미치는 영향에 있어서 제품전략과 유통전략이 확실한 매개효과를 보이는 것으로 조사되었으며, 학습 지향성과 마케팅경험, 경쟁지향성이 비재무성과에 미치는 영향에 있어서 제품전략만이 매개효과를 보이는 것으로 조사되었다. 연구결과의 요약을 종합해보면 창업기업이 기업의 성과를 높이기 위해서 마케팅전략을 펼쳐야 하는데 특히 학습지향성과 마케팅경험이 중요시되며 창업마케팅특성이 기업성과를 높이는데 있어서 제품전략과 유통전략이 재무성과를 높일 수 있다. 그리고 제품전략은 재무성과와 비재무성과를 높인다고 볼 수 있다. 이에 창업기업 마케팅특성을 수행하는데 있어서 기업의 성과를 높이기 위해 창업마케팅특성에 따른 마케팅전략을 펼치는 것이 바람직하다고 사료된다.

Keywords

References

  1. Aaker, D. A.(1995), Strategic Market Management(4th ed), New York: John Wiley and Sons, Inc.
  2. Ambler, T. (2003), Marketing and the bottom line: the marketing metrics to pump up cash flow, Saddle River NJ; Pearson Education.
  3. Bolton, Ruth. N.(2004), Linking Marketing to Financial Performance and Firm Value, Journal of Marketing, 68(Oct), 73-75.
  4. Clark, Bruce. H.(2001), A summary of thinking on measuring the value of marketing Journal of Targeting, Measurement and Analysis for Marketing, 9(4), 357-369. https://doi.org/10.1057/palgrave.jt.5740026
  5. Farrell, M. A.(1999), Antecedents and Consequences of A Learning Orientation, Marketing Bulletin, 10(1), 38-51.
  6. Fuller, P. B.(1994). Assessing Marketing in Small and Medium-sized Enterprises European Journal of Marketing, 28(12) 34-49. https://doi.org/10.1108/EUM0000000003872
  7. Gang, B. O.(2011), The CEO of SME entrepreneurship research on the impact on company performance, Doctoral dissertation, Chung Ang University.
  8. Ham, Y. S., Park, C. M. & Jang, S. J.(2006), The Effects of R&D Management and Marketing Activities on the New Product Performance in KOSDAQ: Venture versus non-Venture, The Korean Society of Business Venturing, 2006(11), 323-347
  9. Kaplan, R. S. & Norton, D. P.(1996), Using the Balanced Score card as a Strategic Management System, Harvard Business Review, 74(1), 75-85.
  10. Kim S. W.(2001), Research on the relationship between marketing ability and performance : an integrative model of market - oriented culture and marketing strategy, Doctoral dissertation, Korea University.
  11. Kim, D. H.(2011), Empirical study on the effect of marketing environment, marketing capacity on the marketing performance in SMEs : Focused on small and medium enterprises in Seoul and capital area, Doctoral dissertation, Kyung Hee University.
  12. Kim, S. O. & Lee, S. H.(2003), Study on the relationship between market-oriented culture, marketing strategies, Journal of Marketing, 5(1), 67-94.
  13. Kim, Y. G.(2005), Travel impact of market orientation on the business performance study, Doctoral dissertation, Gachon University.
  14. Kim, Y. T.(2012), An empirical study on the affecting factors of social enterprise entrepreneurial performance, Doctoral dissertation, Chung Ang University.
  15. Kohli, A. K. & Jaworski, B. J.(1990), Market Orientation: The Construct, Research Proposition, and Managerial Implications, Journal of Marketing, 54(2), 1-18. https://doi.org/10.1177/002224299005400301
  16. Ku, D. M.(2015), Marketing Research Methodology, Seoul: Hakhyunsa.
  17. Lee, S. H.(2011), The Roles of Learning Orientation and Market Orientation in Driving Marketing Capabilities and Firm Performance, Asia Marketing Journal, 13(3), 1-23.
  18. Lee, Y. H. & Park, S. H. (2014), A Study on the Success Factors of Venture Entrepreneurs and Entrepreneurship Education, The Korean Society of Business Venturing, 9(6), 231-244.
  19. Lings, I. N. & Greenley, G. E.(2009), The impact of internal and external market orientations on firm performance Journal of Strategic Marketing 17(1), February, 41-53. https://doi.org/10.1080/09652540802619251
  20. Marginson, E. W.(2002), Management control systems and thei effects on strategy formation at middle-management levels: Evidence from a U.K. organization, Strategic Management Journal. Chichester, 23(11), 1019. https://doi.org/10.1002/smj.271
  21. Morgan, N. A., Clark, B. H. & Rich, G.(2002), Marketing Productivity, Marketing Audits, and Systems for Marketing Performance Assessment Integrating Multiple Perspectives, Journal of Business Research, 55(5), 363-375. https://doi.org/10.1016/S0148-2963(00)00162-4
  22. Morgan, N. A., Vorhies, Douglas. W. & Mason, Charlotte. H.(2009), Market Orientation, Marketing Capabilities, and Firm Performance. Strategic Management Journal, 30(1), 909-920.
  23. Narver, J. C. & Slater, S. F.(1990), The Effect of Market Orientation on Business Profitability, Journal of Marketing, 54(4), 20-35. https://doi.org/10.1177/002224299005400403
  24. Oh, J. S. & Lee, J. S.(1999), Relationship between entrepreneurship, Doctoral dissertation, BuSan University.
  25. Park, H. I.(2013), The Effect of Marketing environment of start-up companies on Marketing Performance, Doctoral dissertation, Chung Ang University.
  26. Seo, S. W.(2008), Competitive orientation and relationship marketing directional correlation of wealth and influence in the business and marketing orientation, Doctoral dissertation, Sejong University.
  27. Shin, S. H., Lee, S. H.(2004), Learning Directional competitive marketing capabilities and impact on company performance, Journal of Social Science, 13(3), 1-23.
  28. Slater, S. F., Olson, E. M.(2001), Marketing's contribution to the implementation of business strategy: An empirical analysis: Strategic Management Journal. Chichester, 22(11), 1055. https://doi.org/10.1002/smj.198
  29. SMBA(2015). SME Policies of South Korea, Retrieved June 5, 2016
  30. Son, G. H.(1997), Environmental characteristics and properties of the marketing information system, marketing research on the relationship between performance, Journal of Social Science, 7(1), 67-9.
  31. U, J.(2005), Study on Marketing Performance Measurement, Doctoral dissertation, Yun Sei University.
  32. Webster, F. E.(1992), The Changing Role of Marketing in the Corporation, Journal of Marketing, 56(4), 1-17. https://doi.org/10.2307/1251983
  33. Yang, H. B. & Jo, D. H.(2009), Behavior and performance analysis of start-ups, The Korean Academic Associat ion of Business Administration, 21(1) 554.
  34. Yu, B. H.(2011), SMEs learning orientation: Antecedents and Consequences, The Korean Academic Association of Business Administration, 14(3), 121-139.
  35. Yun, S. H.(2007), Study on small business policies for the success of small business owners Korea, The Korean Association of small business, 29(4), 265-293.
  36. Zahra, S. A.(1993), Corporate Entrepreneurship and Financial Performance: A Taxonomic Approach, Journal of Business Venturing, 8(4), 319-340. https://doi.org/10.1016/0883-9026(93)90003-N