• 한국벤처창업학회:학술대회논문집
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• 2018.04a
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• pp.161-166
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• 2018

고령사회 진입과 재취업환경의 어려움 속에서 개인의 경제적 문제 등을 해결하고자 대안으로 시니어창업이 증가하고 있다. 하지만 창업 이후 생존율은 매우 낮은 상황이다. 본 연구는 시니어의 경험, 자금조달역량, 마케팅역량이 창업의지에 미치는 영향에 관한 실증연구로서, 창업역량인 경험, 자금조달역량, 마케팅역량과 창업의지의 관계 및 창업역량과 창업의지간 사회적지지 조절효과를 분석하였다. 이로써 최근 증가하고 있는 시니어창업에 대해 시사점을 도출하고자 하였다. 이를 위하여 시니어 중 잠재적창업자를 대상으로 설문조사를 하였으며, 총 433부의 자료를 사용하였다. 연구결과는 다음과 같다. 첫째, 창업역량이 높을수록, 즉 개인의 경험, 자금조달역량, 마케팅역량이 높을수록 창업의지가 높은 것으로 나타났으며, 둘째, 창업역량인 경험, 자금조달역량, 마케팅역량과 창업의지 간 사회적지지 조절효과는 유의미한 영향관계를 확인할 수 없었다. 본 연구결과를 토대로 다음과 같은 시사점을 도출하였다. 성공적인 시니어창업을 위해서는 창업역량을 강화하여 창업이 이루어지도록 하여야 하고, 창업역량을 함양할 수 있도록 그에 따른 창업교육이 더욱 광범위하게 필요하다는 것이다.

• Journal of Digital Convergence
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• v.15 no.8
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• pp.59-68
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• 2017

This study is a study on the entrepreneurial characteristics of entrepreneurship by marketing competency. This study examines the relationship between the characteristics of entrepreneurs and their marketing competence, and examines the effects of these characteristics on entrepreneurial performance. The results of the empirical analysis show that the characteristics of entrepreneurs influence on entrepreneurship performance. Second, marketing competence affects entrepreneurial performance. Third, it is found that the characteristics of entrepreneurs influence the entrepreneurial performance according to marketing competence. Therefore, this study confirms that the characteristics of entrepreneurs and marketing competence affect the performance of entrepreneurship, and that the characteristics of entrepreneurs influence the entrepreneurship performance according to marketing competence. Therefore, It is significant to provide theory and implications.

• Korea Trade Review
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• v.42 no.2
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• pp.251-276
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• 2017

The utilization of Digital and Social Network has become be a key success factor in business operations as information technologies evolve rapidly. This study is to identity the relationship between ICT & digital utilization, global orientation and export marketing capability in Korean SMEs. Survey data of Korean SMEs in south regional areas was collected and analyzed for empirical hypothesis test by PLS structural equation method. The key findings are as follows. First, ICT utilization such as SNS, homepage and online portal does not impact directly on export marketing capability. It means that SMEs would not still take advantage of utilization of social network availability. Second, ICT utilization has positive influences on global market orientation and global network orientation. Finally, both global market orientation and network have significant impacts on export marketing capability. In conclusion, global orientation has full-mediation effects on relationship between ICT capability and global marketing. This study provides evidences and some practical insights that digital utilization have indirect influences on global marketing through global markets and network orientation in Korean SMEs. In information technology era, ICT utilization will play an important role in the process of SMEs' internationalization. Therefore, for sustainable growth and survival SMEs should manage and intensify ICT capability more strategically as one of core competence. The value of ICT capability in SMEs would be depended on their strategic perspectives toward digitalization. Additional empirical research about digital capability based on larger sample will be needed.

• Journal of the Korean Society for Railway
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• v.15 no.1
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• pp.71-79
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• 2012

The main purpose of this study is to depict the causal relationship among Market Orientation(MO), Marketing Capabilities(MC), and Organizational Performance(OP) with the moderating effect of Environmental Turbulence(ET), especially comparatively highlighting the differences between Korail and Subway firms. Findings show that there partly existed significant interactions effects between ET and MO in case of subway firms, whereas Korail did not reveal any significant results. When considering the strong relationship between MO and MC shown in the subway firms' case, it can be inferred that subway firms continuously have attempted to adapt to the external environment facing them more flexibly and actively over their counterpart, by which the degree of their MC became positively enhanced over Korail. These results give us some implication that MO should be internalized and also MC should get a higher consideration than ever throughout the railway public enterprises in order to strengthen their performance.

• Korean small business review
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• v.41 no.3
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• pp.77-94
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• 2019

The study examined the effect of collaboration with external institution on new product sales, the mediating effects of technological innovation, and the moderating effect of marketing capability. The results showed that external collaboration with external institution has a significant impact on new product sales in the R&D field of SMEs, and technological innovation plays a mediating role in the relationship between collaboration with external institution and new product sales. Also, the effect of marketing capability in the relationship between technological innovation and new product sales was also significant. Finally, the mediating effect of technological innovation between collaboration with external institution and new product sales was moderated by marketing capability.

• Industry Promotion Research
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• v.9 no.1
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• pp.1-11
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• 2024

This study sought to verify the impact of marketing capabilities on social performance through market orientation targeting social economy enterprises. Accordingly, the marketing capabilities of social economy enterprises were classified into price competitiveness and distribution competitiveness, and market orientation was divided into customer orientation, competitor orientation, and interdepartmental cooperation. In addition, in line with the characteristics of social economy enterprises, performance verification consisted of social performance. A survey was conducted with a total of 216 executives and employees of social economy enterprises to collect data and conduct empirical analysis. The results of the analysis showed that marketing capabilities had a significant impact on market orientation, and that market orientation had a significant impact on social performance. In addition, market orientation was found to have a mediating effect on marketing capabilities. The results of this study suggest that strengthening the marketing capabilities of social economy enterprises is an important factor in creating social performance. Social economy enterprises are expected to be able to increase their market orientation by strengthening their marketing capabilities and thereby create social value.

• Korea Trade Review
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• v.42 no.4
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• pp.21-47
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• 2017

This study examines the effects of technological capability and domestic marketing capability of SMEs on the export market orientation, focusing on the moderating effect of market turbulence. This empirical analysis, based on surveys collected from 206 small and medium-sized firms located in Gwangju and Jeonnam provinces, yielded the following conclusions. First, technological capability of SMEs has a positive impact on export market orientation. This result not only is consistent with preceding studies but also suggests that when technological capability of SMEs is utilized as their own unique asset to reduce liability of smallness or liability of foreignness, the tendency to export might be increased. Second, domestic marketing capability of SMEs has a positive impact on export market orientation. This result suggests that as the domestic marketing capability of SMEs is used as prior knowledge reducing uncertainty to enter the overseas markets, the tendency to export might be increased. Third, as a result of examining moderating effect of market turbulence, it shows that market turbulence moderates the relationship between domestic marketing capability and export market orientation toward a negative(-) direction. That is, since market turbulence might weaken the relationship between domestic marketing capability and export market orientation, SMEs which belong to the industry considering marketing capability important need to develop strategy with consideration for market turbulence. This study provides theoretical and practical implications in that it reveals factors positively affecting export market orientation and market turbulence can be utilized as a moderator.

• International Area Studies Review
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• v.14 no.2
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• pp.181-204
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• 2010

This study researched relationship between R&D capability(TC), Network capability(NC), International marketing activity(IMA) and effect to performance of Korean globalizing INNOBIZs. In former research, they found out that TC, NC, IMA effect to performance directly. But they didn't focus on the relationship between the variables and Korean INNOBIZs. Recently, Global environment of competition is getting more and more complicated. So even the companies develop the excellent product, the companies can not get superior performance than competitor as long as the company combine with IMA or NC. In this study, empirical analysis performed using covariance structural analysis for Korean INNOBIZs. As we know in former research, TC and IMA have a positive effect on performance directly. But NC does not have a direct effect on performance. Also we found out TC and NC intermediated by MC have positive effect on performance. This result is theoretically and practically suggestive that using the company developed NC in International IMA effect on Performance.

• Korea Trade Review
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• v.42 no.2
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• pp.175-203
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• 2017

This study examined the casual relationships among SMEs' market orientation, brand orientation, firm capabilities-technology and marketing capabilities, competitive advantage and financial performance in export markets based on the resource-based view. The data were collected from 286 cases of exporting SMEs. The results of path analysis indicated that market orientation of exporting SMEs increased technology and marketing capabilities. Market orientation directly increased both competitive advantage and financial performance in export markets. Brand orientation influenced technological capability and had indirect effects on both competitive advantage and financial performance through the firm capabilities. Based on the results, managerial implications and future research directions for exporting SMEs were provided.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.17 no.4
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• pp.87-100
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• 2022

Early start-up companies have an inherent limitation of lack of resources. Despite these limitations, in order to survive, the entrepreneur's personal ability to efficiently use limited resources is required. In the marketing field, various studies are needed to reduce the business failure rate through establishing growth strategies and innovation. Accordingly, it is necessary to apply the concept of entrepreneurial marketing, which has been researched and developed overseas for 30 years, to fit the domestic reality. According to the flow of this study, an empirical study should be preceded to clarify the influence relationship between entrepreneurial marketing orientation, marketing competency, and management performance, along with a theoretical theorem on entrepreneurial marketing that is suitable for early start-ups and small and medium-sized enterprises(SMEs) and can respond innovatively to changes. The establishment of entrepreneurial marketing orientation and the processes from which this concept leads to business performance through the organization's marketing capabilities and its effects will be empirically verified. For an empirical survey, a survey was conducted on founders of 220 companies, and path analysis using structural equations was used for hypothesis verification. The findings are as follows. First, it was found that the entrepreneurial marketing orientation had a positive effect on both the organization's marketing capabilities and management performance. Second, it was found that the organization's marketing capabilities also had a positive effect on management performance. Third, as a result of empirical analysis of the mediating effect of the organization's marketing capabilities on the relationship between entrepreneurial marketing orientation and management performance, it was found that marketing capabilities showed a greater mediating effect on non-financial performance than financial performance. On the other hand, it was confirmed that marketing performance had a stronger mediating effect on financial performance than non-financial performance. By confirming and presenting the concept and constituent factors of entrepreneurial marketing orientation of domestic start-ups, which were academic gaps for the purpose of this paper, the academic research is differentiated in that they were verified as six components of entrepreneurial marketing. The practical implications of the research results will be that the entrepreneurial marketing-oriented mindset of small and medium-sized companies will optimize market analysis capabilities, network with various stakeholders, and increase the organization's ability to demonstrate marketing capabilities.