무역학회지 (Korea Trade Review)

한국무역학회 (Korea Trade Research Association)
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현지시장지향성의 매개변수 효과를 통한 다국적기업의 해외시장 투자성과에 대한 실증연구

An Empirical Analysis on MNC's Investment Performances in a Host Country through Market Orientation Mediation Effects

  • 임성훈 (건국대학교 국제무역학과)
  • Lim, Sung-Hoon (Department of International Trade, Konkuk University)
  • 투고 : 2019.04.05
  • 심사 : 2019.04.16
  • 발행 : 2019.04.30
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초록

Multinational corporations (MNCs) usually face indigenous business environments in host countries which are different from a home country's. In this circumstance, MNCs would accomplish low-investing performance if they pursuit the same as the home oriented business strategy in the host country. The more different kinds of specialized environments a host countries have, the more pressure of modifying the international strategy needed for MNCs. This paper examines that how a different market environment between a home country and a host country, through MNC's local responsive managements, can influence investing performance in a host country. This paper conducts structural equation analyses with collected empirical data focusing upon a MNC's market orientation efforts and the realization of management localization (i.e., increasing local sourcing intensity or local sales intensity) as mediators between the specialized environment in a host country and the MNC's investing performance. This paper has several contributions in developing the prior approaches: first, the market orientation variables are regarded not as normal independent factors but mediators; second, two step mediation model is examined to make link between host market's heterogeneity and MNC's performance.

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과제정보

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2017S1A5A2A01027749).

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