International Commerce and Information Review (통상정보연구)

Korea Association for International Commerce and Information (한국통상정보학회)
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A Comparative Study on the Relationship between Organizational Culture, Strategic Activities and Export Performance of Manufacturing SMEs based on the Type of Strategies

중소 제조기업의 전략 유형에 따른 조직문화, 전략적 활동, 수출성과의 관계 비교

  • Cho, Yeon Sung (Department of International Trade, Duksung Women's University)
  • 조연성 (덕성여자대학교 국제통상학과)
  • Received : 2016.07.26
  • Accepted : 2016.09.10
  • Published : 2016.09.30
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Abstract

This study was conducted to investigate the role of the type of strategies on the relationship organizational culture, strategics activities and the export performance of manufacturing SMEs. This study analyzed the moderated effects of type of strategies between the organizational culture, strategic activities and the export performance of SMEs. This study suggested 20 questions latent variables based on existing research. Organizational culture were divided into adhocracy culture and market culture and strategy types were divided into prospectors and defenders. The sample SMEs be analyzed were 200 firms. The 7 hypotheses including moderated effects were analyzed by using LISREL as structural equation modeling. In the result of empirical analysis, the adhocracy culture indicates a positive effect on customer relationship building activities but product quality assurance activities was not significant. Market culture showed a positive impact on both customer relationship building and quality assurance activities. This study conducted multi-group analysis for the purpose of the moderated effects of type of strategies. Multi-group analysis results showed that there are difference effects between the relationship of adhocracy culture, customer relationship building activities and product quality assurance activities. In addition, the group choice adhocracy culture based on the prospectors strategy had a greater impact than the market culture group on the relationship building activities and export performance.

본 연구는 한국 중소 제조 기업을 대상으로 조직문화, 전략유형, 전략적 활동 그리고 수출성과의 관계를 실증 분석하였다. 주요 개념 사이에 경로모형을 설정하였으며, 전략유형의 조절효과 검증을 목적으로 집단 간 비교분석을 실행하였다. 기존 연구를 기반으로 잠재변인과 20개의 측정문항을 설정하였다. 조직문화는 혁신형과 시장형으로 나누었으며, 전략유형은 공격형과 방어형으로 구분하였다. 200개 기업을 대상으로 구조방정식 모형으로 실증분석을 진행하였다. 분석결과 조직문화, 고객관계구축, 제품품질활동, 수출성과 사이에 모두 긍정적 영향이 나타났다. 집단 간 비교분석 결과, 공격형 전략 집단에서 혁신형 문화가 고객관계 구축 활동과 제품 품질확보에 더 큰 영향을 주었다. 또한, 공격형 전략의 경우 고객관계 구축과 수출성과의 관계에서도 혁신형이 시장형보다 더 큰 영향을 주었다. 분석결과는 해외시장 진출 중소 제조 기업이 공격형 전략을 선택할 때 고객관계구축의 중요성을 시사한다.

Keywords

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