Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Global Marketing Capabilities on Export Outcomes of Korean Startup Firms

스타트업 기업의 국제마케팅역량이 수출성과에 미치는 영향

  • 김수경 (계명대학교 섬유패션학과(그린마케팅트렌드연구소)) ;
  • 김문영 (계명대학교 패션마케팅학과)
  • Received : 2016.09.27
  • Accepted : 2016.12.16
  • Published : 2016.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study is to explore the ways to increase the export performance of start-up companies, as opportunities are rising along with more companies entering the global market. Thus the study analyzed the factors affecting export performance of the start-up company by mainly looking at the international marketing capabilities of enterprises type of marketing strategy and internal environmental capabilities. The following were derived as factors for marketing 4P strategy: innovation of product, flexibility of export price, differentiation of distribution channels, diversity of promotional activities, and positive-ness of promotion. For internal capabilities of enterprises, innovation of CEO, initiative of CEO, risk susceptibility of CEO, information power of export market, and information power of competitor were derived as factors. Two types of performances were considered for export performance, financial and non-financial. Among innovation of product and risk susceptibility of CEO the non-financial performance of export performance, and only differentiation of distribution channels of marketing 4p strategy the financial performance. It showed that since performance was different depending on the entrepreneurship of the CEO, only innovative products differentiated from small and medium enterprises. risk susceptibility of CEO increased export outlook by corporate acknowledgment and image, creation of potential customers, and financial performance affected only differentiation in distribution channel rather than entrepreneurial spirit, information power, or organizational flexibility because of short business career and insufficient period enough to gain trust. Therefore, start-up companies need to improve their non-financial export performance by increasing innovation of product and risk susceptibility of the CEO. The companies need to widen the differentiation of distribution channels in the financial export performance.

Keywords

References

  1. Bang, B. H. (1998). Relationship between Enviropreneurial Marketing Strategy Core Value and Marketing Performance. Journal of Global Scholars of Marketing Science, 1(1), 157-173. https://doi.org/10.1080/12297119.1998.9707390
  2. Choi, S. B., Ha, G. R (2011). A Study of Critical Factors for Technological Innovation of Korean Manufacturing Firms. Journal of Industrial Economics and Business, 24(1), 1-24.
  3. Chang, S. D., Kang, T. H. (2010). The Effects of Environmental Uncertainty, Organizational Slack, and Paternalism on Corporate Entrepreneurship and Firm Performance: An Empirical Study of SMEs in Korea. The Korea Association of Small Business Studies, 32(3), 65-87.
  4. Chang, W. S., Chang, J. H. Yoo, J, E(2008). The Effect of Mentoring on Organizational Non-Financial Performance. Korean Society for the Study of Vocational Education, 27(3), 109-138.
  5. Goo, J. D. (2009). A Study on the Relationship among Core Competence, Non-Financial and Financial Management Performances of Hotel Industry. Korea Academic Society Tourism Management, 23(4), 259-277.
  6. Ha, Y. S. (2005). The effects of sports marketing mix factors on brandy equities and the consumer behaviors (Unpublished doctoral dissertation), Dankook University, Republic of Korea.
  7. Kim, I. S. (2009). An Evaluation on Marketing Competitiveness of Korean SMEs, Koreanisch-Deutsche Gesellschaft Fuer Wirtschaftswissenschaften, 27(1), 81-98.
  8. Kim, S. K. (2011). Green Marketing in the Textiles and Fashion Industries: Relationships with environmental causes and Performance (Unpublished master's thesis), Yeungnam University, Republic of Korea.
  9. Kim, Y. J. (2007). An Empirical Study on the Impacts of Strategic Leadership, R&D Investment, and Human Resource Management Practices on Innovation Performance. Korea Academy of Organization and Management, 31(4), 49-83.
  10. Kim, W. J. (2015). Effectiveness of Screening Items distinguishing successful from unsuccessful Start-up Companies in the Business Incubator Screening Process (Unpublished doctoral dissertation), Kyungil University, Republic of Korea.
  11. Lee, H. J., Lee, J. G. (2000). An Empirical Study on the Relationship between Employees Perception of Corparate Ethical Climate and Organizational Effectiveness. The Korea Academy of Business Ethics, 2(1), 107-129.
  12. Lee, H. K. (2014). The Influence of Overseas Marketing Capabilities and Antecedents on Export Outcomes in Korean Small-Medium Size Firms (Unpublished doctoral dissertation), Konkuk University, Republic of Korea.
  13. Lee, U. Y., Soon, M. Y. (2001). Is the Korean Clothing and Textile Industry Processing to Globalization. Journal of the Korean Society of Clothing and Textiles, 25(6), 1131-1142.
  14. Maeng, B. Y. (2010). The Relationships of Export Small and Medium Enterprises' Marketing Performance, Market Environment, Enterprise Characteristics, and Marketing Mix (Unpublished doctoral dissertation), PaiChai University, Republic of Korea.
  15. Moon, S. O. (2010). A Study on the Factors Influencing Environmental Management Strategy and Firm Performance (Unpublished doctoral dissertation), Chosun University, Republic of Korea.
  16. Park, G. S., Yoon, D. J. (1998). A Study on the Internationalization Process of Local Small-sized Firms. Korea Academy of International Business, 9(1), 233-259.
  17. Park, H. I. (2013). The Effect of Marketing environment of start-up companies on Marketing Performance (Unpublished master's thesis), Joong-ang University, Republic of Korea.
  18. Park, H. S. (2012). The Effect of Marketing Mix Activity of Outdoor Brand on Brand Equity and Brand Loyalty : Focused on comparison of domestic and international outdoor brand (Unpublished master's thesis), Kookmin University, Republic of Korea.
  19. Son, M. Y. (2006). Study on International Marketing of Korean Fashion Enterprises. Family and Environment Research, 44(10), 9-20.
  20. Seo, N. H. (2002). Impact of Firms' Characteristics and International Marketing Strategies on Sales Performance in Overseas-Focus on Textiles & Apparel Firms (Unpublished master's thesis), Yonsei University, Republic of Korea.
  21. Yoon, K. C., Kim, M. H. (2010). International Management: A Study on Mediating Effect of International Marketing Activity between R&D and Network Capabilities and Performance of Korean INNOBIZs. International Area Studies Review, 14(2), 181-204.
  22. Yoo, S. J., Yang, H. S. (2001). An Empirical Study on the Success Factors of Venture Business in Korea. The journal of productivity, 15(2), 1-32.

Cited by

  1. The Effects of Fashion Student's Psychological Traits, Background Factors Related to Entrepreneurship and Entrepreneurship Education Interest on Entrepreneurial Intention vol.70, pp.3, 2020, https://doi.org/10.7233/jksc.2020.70.3.092