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

A Comparative Study on the Relationship between Organizational Culture, Strategic Activities and Export Performance of Manufacturing SMEs based on the Type of Strategies

  • 조연성 (덕성여자대학교 국제통상학과)
  • Cho, Yeon Sung (Department of International Trade, Duksung Women's University)
  • 투고 : 2016.07.26
  • 심사 : 2016.09.10
  • 발행 : 2016.09.30

초록

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.

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.

키워드

참고문헌

  1. 강대경, "중국진출 한국기업의 시장지향성, 현지화, 성과의 관계에 관한 연구", 통상정보연구, 제12권 제2호, 2010, pp. 161-182.
  2. 김종영.방호열, "환경 불확실성이 한.미 제조업체의 의존성, 결속과 전략적 성과에 미치는 효과", 통상정보연구, 제16권 제1호, 2014, pp. 163-183.
  3. 박기석, "중소기업전략유형과 조직문화, 경영성과간의 관련성", 경영교육연구, 제29권 제5호, 2014, pp. 320-339.
  4. 박복재.장선미, "국내 중견기업의 글로벌 경쟁력 강화 방안에 관한 연구", 통상정보연구, 제16권 제3호, 2014, pp. 53-71.
  5. 이창대, "경영전략, 조직문화, 경영혁신유형간의 관련성과 인과관계연구", 대한경영학회지, 제24권 제6호, 2011, pp. 3441-3460.
  6. 장선미, "기업의 혁신성과 개방도가 기업성과에 미치는 영향에 관한 연구", 통상정보연구, 제15권 제3호, 2013, pp. 225-243.
  7. Akgun, A. E., Ince, H., Imamoglu, S. Z., Keskin, H. and Kocoglu, I., "The mediator role of learning capability and business innovativeness between total quality management and financial performance", International Journal of Production Research, Vol. 52, No. 3, 2014, pp. 888-901. https://doi.org/10.1080/00207543.2013.843796
  8. Armstrong, J. S. and Overton, T. S., "Estimating Nonresponse Bias in Mailing Surveys", Journal of Marketing Research, Vol. 14, No. 3, 1977, pp. 396-402. https://doi.org/10.1177/002224377701400320
  9. Behyan, M., Mohamad, O. and Omar, A, "Influence of internationalization orientation on export performance: in the perspective of Malaysian manufacturing firms", Journal of Business & Industrial Marketing, Vol. 30, No. 1, 2015, pp. 83-95 https://doi.org/10.1108/JBIM-05-2012-0091
  10. Brettel, M., Chomik, C. and Flatten, T. C., "How Organizational Culture Influences Innovativeness, Proactiveness, and Risk-Taking: Fostering Entrepreneurial Orientation in SMEs", Journal of Small Business Management, Vol. 53, No. 4, 2015, pp. 868-885. https://doi.org/10.1111/jsbm.12108
  11. Christensen, C. M. and Bower, J. L., "Customer power, strategic investment, and the failure of leading firms", Strategic Management Journal, Vol. 17, No. 3, 1996, pp. 197-218. https://doi.org/10.1002/(SICI)1097-0266(199603)17:3<197::AID-SMJ804>3.0.CO;2-U
  12. Deshpande, R., Farley, J. U. and Webster Jr, F. E., "Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis", The journal of Marketing, 1993, Vol. 57, No 1, pp. 23-37. https://doi.org/10.1177/002224299305700102
  13. Deshpande, R. and Farley, J. U, "Organizational culture, market orientation, innovativeness, and firm performance: an international research odyssey", International Journal of Research in Marketing, Vol. 21, No. 1, 2004, pp. 3-22. https://doi.org/10.1016/j.ijresmar.2003.04.002
  14. Fornell, C. and Larcker D. F., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, Vol. 18, No. 1, 1991, pp. 39-50. https://doi.org/10.2307/3151312
  15. Hair, J. F., Rolph. E. and Anderson, R. L., Tatham, and William C. Black (1995) Multivariate Data Analysis with Readings, 4th Edition, Englewood Cliffs, NJ: Prentice Hall, 1995.
  16. Ibrahim, A. B., "Strategy Types and Small Firms' Performance An Empirical Investigation", Journal of Small Business Strategy, Vol. 4, No. 1, 2015, pp. 13-22.
  17. Jimenez-Jimenez, D., Martinez-Costa, M., Martínez-Lorente, A. R. and Rabeh, H. A. D., "Total quality management performance in multinational companies: A learning perspective", The TQM Journal, Vol. 27, No. 3, 2015, pp. 328-340. https://doi.org/10.1108/TQM-01-2014-0002
  18. Joreskog, K. G. and Sorbom, D., LISREL 8: Structural Equation Modeling, Chicago: Scientific Software International, 1996.
  19. Lindell, M. K. and Whitney, D. J., "Accounting for Common Method Variance in Cross-sectional Research Designs", Journal of Applied Psychology, Vol. 86, No. 1, 2001, pp. 114-121. https://doi.org/10.1037/0021-9010.86.1.114
  20. Love, J. H. and Roper, S., "SME innovation, exporting and growth: A review of existing evidence", International Small Business Journal, Vol. 33, No. 1, 2015, pp. 28-48. https://doi.org/10.1177/0266242614550190
  21. Liyun, Q., Keyi, W., Xiaoshu, W. and Fangfang, Z., "Research on the relationship among market orientation, customer relationship management, customer knowledge management and business performance", Management Science and Engineering, Vol. 2, No. 1, 2008, pp. 31.
  22. Miles, R. and Snow, C., Organizational strategy, structure, and process, New York: McGraw-Hill, 1978.
  23. Olson, E., Slater, S. and Hult, G. T. M., "The performance implications of fit among business strategy, marketing organization structure, and strategic behavior", Journal of Marketing, Vol. 69, No. 3, 2005, pp. 49-65. https://doi.org/10.1509/jmkg.69.3.49.66362
  24. Ozkaya, H. E., Droge, C., Hult, G. T. M., Calantone, R. and Ozkaya, E., "Market orientation, knowledge competence, and innovation", International Journal of Research in Marketing, Vol. 32, No. 3, 2015, pp. 309-318. https://doi.org/10.1016/j.ijresmar.2014.10.004
  25. Podsakoff, P. M. and Organ, D. W., "Self-reports in Organizational Research: Problems and Prospects", Journal of Management, Vol. 12, No. 4, 1986, pp. 531-544. https://doi.org/10.1177/014920638601200408
  26. Porter, M., Competitive strategy. New York: Free Press, 1980.
  27. Quinn, R. E., & Rohrbaugh, J., "A spatial model of effectiveness criteria: Towards a competing values approach to organizational analysis", Management Science, Vol. 29, No. 3, 1983, pp. 363-377. https://doi.org/10.1287/mnsc.29.3.363
  28. Reimann, M., Schilke, O. and Thomas, J. S., "Customer relationship management and firm performance: the mediating role of business strategy", Journal of the Academy of Marketing Science, Vol. 38, No. 3, 2010, pp. 326-346. https://doi.org/10.1007/s11747-009-0164-y
  29. Rumelt, R. P., "How much does industry matter?", Strategic Management Journal, Vol. 12, No. 3, 1991, pp. 167-185. https://doi.org/10.1002/smj.4250120302
  30. Ryals, L. and Knox, S., "Cross-functional issues in the implementation of relationship marketing through customer relationship management", European Management Journal, Vol. 19, No. 5, 2001, pp. 534-542. https://doi.org/10.1016/S0263-2373(01)00067-6
  31. Shetty, Y. K., "Product quality and competitive strategy", Business Horizons, Vol. 30, No. 3, 1987, pp. 46-52. https://doi.org/10.1016/0007-6813(87)90036-X
  32. Slater, S. F., Olson, E. M. and Finnegan, C., "Business strategy, marketing organization culture, and performance", Marketing letters, Vol. 22, No. 3, 2011, pp. 227-242. https://doi.org/10.1007/s11002-010-9122-1
  33. Sugita, M. and Takahashi, T., "Influence of corporate culture on environmental management performance: an empirical study of japanese firms", Corporate Social Responsibility and Environmental Management, Vol. 22, No. 3, 2015, pp. 182-192. https://doi.org/10.1002/csr.1346
  34. Ubius, U. and Alas, R., "Organizational culture types as predictors of corporate social responsibility", Engineering Economics, Vol. 61, No. 1. 2015, pp. 90-99.
  35. Vorhies, D. W. and Morgan, N. A., "A configuration theory assessment of marketing organization fit with business strategy and its relationship with marketing performance", Journal of Marketing, Vol. 67, No. 1, 2003, pp. 100-115. https://doi.org/10.1509/jmkg.67.1.100.18588