• The Journal of the Korea Contents Association
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• v.14 no.7
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• pp.468-479
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• 2014

This paper aims to examine structural relationship between the influence factors of company performance, hypothesizing that strategic orientations and entrepreneurship plays a crucial role in achieving organizational performance in small-medium sized and ventures manufacturing firms. For this research, data were collected from 205 firms. By using Structure Equation Modeling(SEM) method, it was found that competitor orientation, technology orientation directly affect company performance but, customer orientation were not affected company performance. Furthermore, it was also found that the relationship between strategy orientation and company performance is differentiated by entrepreneurship. Especially, this finding confirms that the entrepreneurship moderately affects the relationship between competitor orientation, technology orientation and company performance on the small-medium sized and ventures manufacturing firms.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.5
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• pp.1-16
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• 2018

The Ministry of Agriculture, Forestry and Fisheries prepared the sixth industrialization certification system to increase the added value in the agricultural sector, but it is a bit hard to judge that the system has been in the stage of creating sufficient added value. In particular, because of the Fourth Industrial Revolution, there is a significant change in all industry sectors, including innovation in technology, and the change of perception among the society members is being rapidly changed toward the corporate sector's social role. Thus, we surveyed companies that received the sixth industrialization enterprise certificate to address this phenomenon and find clues on how to be competitive. We selected 800 companies certified by the Ministry of Agriculture, Forestry and Fisheries as sixth industrialization enterprises as our study samples. Among them, we subjected 275 respondents to a final analysis upon eliminating incomplete responses. The result of the study revealed that entrepreneurship, including autonomy that reflects the characteristics of the certified companies, had a significant positive impact on economic value. Moreover, with the size of the companies certified as the sixth industrialization enterprise and the industry trend toward the innovative Fourth Industrial Revolution considered, the strategic orientation including the customer orientation to intensively focus on customer needs and the technology orientation to accept technology as a competitive sector even in the agricultural industry was found to have a significant positive effect on economic value. Strategic orientation demonstrated a significant positive effect on social value. Entrepreneurship demonstrated a significant positive effect on economic values but did not significantly affect the social value. Lastly, while strategic orientation has demonstrated that no mediation effect resulted due to a high direct effect between entrepreneurship and economic value, a complete mediation effect occurred between entrepreneurship and social value. Based on this study, if the companies that received the sixth industrialization enterprise certificate are equipped with not only entrepreneurship but also strategic orientation for customer-oriented thinking and response to technological changes, they can become an influential element in creating not only economic value but also social value, which is emphasized as an element of sustainability.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.171-181
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• 2019

In order to confirm whether innovation can be realized through the direction that companies pursue, this study empirically analyzed the relationship between strategic directionality and innovation capacity. Specifically, strategic directionality is divided into customer orientation and technology orientation, and innovation capacity is classified into strategic planning capacity, R&D capacity, and technology commercialization capacity based on previous studies. And the effect of customer and technology orientation on each innovation capacity was analyzed. Data collection was carried out by 368 questionnaires from the workers of manufacturing industry in Gyeongbuk area and the proposed hypotheses were tested by using structural equation. As a result, it was confirmed that technology orientation had significant effects on all three innovation capacities. However, the effect of customer orientation on strategic planning capacity and technical commercialization capacity was accepted, but the relationship with R&D capacity was rejected. These results can provide implications for how to draw innovation from the organizational strategic direction and culture perspectives by explaining the impact of organizational orientation on innovation capacity.

• The Journal of the Convergence on Culture Technology
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• v.4 no.3
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• pp.127-132
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• 2018

This study set out to examine message orientation in advertising expression through the content analysis of apartment sales advertisements in Busan. For this purpose, the study analyzed newspaper ads about apartment sales in the Busan area in terms of advertising appeal methods and message types. Advertising appeal methods(rational and emotional appeal) and message orientation(environmental, emotional, investment, and functional orientation) were categorized according to brands(nationwide and local brands). The findings show that most of apartment sales ads in Busan used a rational appeal method. While nationwide brands used rational and emotional appeal in similar percentage, local brands used a lot of rational appeal. Of the types of advertising message orientation, investment and emotional orientation recorded the highest percentage. Messages of investment orientation to show economic profit or premium were used most, being followed by messages of emotional orientation to show pride and happiness. These findings were interpreted to display differences in strategies for advertising expressions among brands. The findings are expected to offer useful practical implications for message strategies for apartment sales ads.

• Asia Marketing Journal
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• v.13 no.3
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• pp.1-23
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• 2011

The previous studies found the importance of market orientation (MO), learning orientation (LO), and marketing capabilities (MC) in driving firm performance (FP), but respectively. This research attempted to integrate the rather separate research streams of MO, LO, and MC in explaining FP. How MO and LO, as two critical constructs of organizations' cultural values, affect FP was examined with the mediating role of MC (composed of marketing planning capability (MPC) and marketing implementation capability (MIC)). Specifically, we derived specific conceptualizations on the effects of LO on FP through MO, MPC, and MIC as well as the effect of MO on FP through MPC. Accordingly, we empirically tested a process of how LO, MO, and MC translate into FP, using survey data of 146 respondents from Korean companies. The results successfully supported our model. It is worth noting not only that LO and MO are found to have synergistic effects on FP through MC but also that LO fosters MO. The relevant implications of our findings are presented with limitations and further research directions.

• Asia Marketing Journal
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• v.3 no.3
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• pp.1-24
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• 2001

본 연구는 자원의존이론, 거래비용이론, 관계계약이론 등의 선행연구를 검토하여 관계지향성의 원인과 성과를 밝히고자 하였다. 먼저 구매기업과 공급기업간의 행동적 관계지향요인과 관계지향성 분석을 실시하였다. 행동적 관계지향요인으로는 정보교환, 조화노력, 행동적 규범, 업무결속을 들고, 관계지향성 분석을 위해 군집분석을 실시하였다. 연구표본에는 C지역의 전문건설업체를 대상으로 500부의 설문지를 배포, 그 중 185부를 회수하여, 적합한 설문 140부가 사용되었다. 군집분석결과 관계지향성 집단은 정보교환, 조화 노력, 협동규범 수용, 업무결속이 모두 높게 나타났고, 비관계지향성 집단은 정보교환, 조화노력, 협동규범 수용, 업무결속이 모두 낮게 나타나 기업간의 관계지향성을 의미있는 2개의 집단으로 나눌 수 있었다. 둘째, 기업간 관계지향성의 영향요인으로 환경의 역동성, 대안의 이용가능성, 공급의 중요성, 상호호혜전략, 신뢰성을 검토하였다. 본 연구에서 선정한 관계지향성에 대한 영향요인들이 관계지향집단과 비관계지향집단으로 분류하는데 얼마나 유용하게 이용될 수 있는가를 알아보기 위해 판별분석을 실시하였다. 관계지향집단과 비관계지향집단의 분류에 환경의 역동성, 대안의 이용가능성, 공급의 중요성은 영향이 없는 것으로 나타났으며, 호혜전략, 신뢰성은 의미가 있는 것으로 나타났다. 셋째, 기업간 관계지향성의 성과로서 실현경쟁우위와 관계유지의도를 검토하였다. 관계지향성이 성과에 어떠한 영향을 미치는가를 검증하기 위해 MANOVA(multivariatee analysis of variance)분석을 실시하였다. 실증 결과, 관계 정도가 높은 집단이 관계 정도가 낮은 집단보다 실현 경쟁우위수준을 높게 지각하고 관계를 유지하려는 의도가 높은 것으로 나타났다.

• Journal of the Korean Data Analysis Society
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• v.20 no.6
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• pp.3101-3116
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• 2018

The objective of this study is to find out the direction and strategies of dynamic capacity utilization for the strategic supply chain management (SCM), which is an innovative means for enhancing the efficiency of the firm, and to create an optimal management environment for the competitiveness of firms. The market and technology will be able to generate higher business performance when adapting the strategic direction and culture to the formal dynamic capacities possessed by the firm and reflecting the technology related to the dynamic capacities for the strategic SCM in the process. In this study, we empirically analyze the effect of market and technology orientations on the firm performance and how dynamic capacities affects firm performance. The results of this study show that market and technology orientations have positive effects on dynamic capacities and dynamic capacities have positive effect on firm performance. In addition, it is proved that dynamic capacities mediated the relationship between market orientation, technology orientation, and firm performance.

• Journal of the korean veterinary medical association
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• v.44 no.8
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• pp.723-748
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• 2008

본 연구는 동물병원 산업에서 동물병원의 시장지향성 활동과 동물병원의 공급업체와의 관계지향성 활동이 동물병원의 사업성과/재무적 및 비재무적에 어떠한 영향을 미치는지 체계적으로 분석하고, 동물병원 경영자의 특성 (경영자의 근속연수)과 동물병원의 사업입지가 이들 영향관계에서 어떠한 조절역할을 하는지를 분석하고자 하였다. 분석 결과, 동물병원의 시장지향성 활동은 동물병원의 재무적 성과와 비재무적 성과 모두에 유의적으로 영향을 미쳤다. 또한 동물병원의 시장지향성 활동은 동물병원 경영자의 근속연수에 따라 사업성과에 유의적인 영향을 미치나, 동물병원의 입지에 따른 동물병원의 시장지향성은 동물병원의 사업성과 유의적인 영향을 미치지 않은 것으로 나타났다. 한편 동물병원의 공급업체와의 관계지향성 활동은 동물병원의 재무적 성과 및 비재무적 성과에 대부분 정의 방향으로 영향을 미치는 것으로 나타났다. 또한 동물병원 경영자의 근속연수에 따라 공급업체와의 관계지향성 활동이 동물병원의 사업성과에 미치는 영향에 관한 연구에서, 경영자가 4년 이상 장기간 근속한 경우 관계지향성 활동이 재무적 성과와 비재무적 성과에 정의 방향으로 영향을 미치지 않았고 비재무적 성과에는 비교적 약하게 영향을 미치는 것으로 나타났다. 동물병원의 사업입지에 따라 관계지향성 활동이 동물병원의 사업성과에 미치는 영향에 관한 연구결과에서, 비 수도권에서 공급업체와의 관계지향성 활동이 재무적 및 비재무적 성과에 매우 유의하게 영향을 미치는 것으로 나타났고, 수도권에서는 관계지형성활동이 재무적 및 비재무적 성과에 모두 영향을 주지 않는 것으로 나타났다. 요약하면, 동물병원의 시장지향성 활동과 공급업체와의 관계지향성 활동이 동물병원의 재무적 및 비재무적 사업성과에 미치는 영향에 관한 전반적인 연구에서, 시장지향성은 동물병원의 사업성과에 일관되게 영향을 미치지만, 공급업체와의 관계지향성 활동은 경영자의 근속기간 및 사업입지에 따라 사업성과에 다른 영향을 미치는 것으로 나타났다. 즉, 동물병원 경영자의 근속연수나 사업입지에 따라 동물병원의 사업전략을 선택적으로 접목해야 함을 알 수 있다. 마지막으로 연구결과에 따른 시사점, 연구의 한계점과 향후 연구방향에 대해 논의를 하였다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.1
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• pp.13-29
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• 2023

Overcoming the death valley, a period in which resources are depleted and profitability declines or stagnates in the entrepreneurial process, is an essential procedure for success. In this study, we examined how the strategic orientation(technology, customer, competitor orientations) and absorptive capacity(potential, realized capacities) of startups affect the possibility of startups to overcome the challenges of death valley, and also empirically analyzed whether support of open innovation and venture capital has a moderating influence to the overcoming of death valley. The result of this study shows that customer orientation and realized absorptive capacity have a positive influence on overcoming the death valley. In addition, we found that the support of open innovation and venture capital has a moderating effect only in the technology orientation among the three types of strategic orientations. The result of this research emphasizes (1) the need for startups to take a more customer-oriented approach to overcome the death valley. The customer-oriented behavior and strategies of startups are vital for their longterm survival and success if we consider the fact that most of the companies investigated in this study were technology-based startups and only customer orientation showed significant results in overcoming the death valley. The research outcome also shows that (2) implementing innovation in a more open way and securing venture capital funding can make it easier for startups to overcome the death valley. This study has academic significance in that it empirically analyzed the relationship of key factors influencing the overcoming of death valley in a situation where the majority of existing research remains at the conceptual level of discussion or methodology of case study. Furthermore, this research also provides practical implications for the establishment and implementation of effective strategies to confront the challenges of death valley for startups, government and related organizations.

• Culinary science and hospitality research
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• v.18 no.5
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• pp.16-32
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• 2012

The purposes of this study were to understand how franchisor's influence strategies influenced franchisee's boundary spanning behaviors and how franchisor's entrepreneurship influenced franchisee's boundary spanning behaviors. This study also analyzed whether franchisor's entrepreneurship played a moderating role in the causal relationship between franchisor's influence strategies and franchisee's boundary spanning behaviors. Based on a total of 698 self-administered questionnaires obtained from franchisees(food-service unit owners or managers) in Korea, frequency analysis, exploratory factor analysis, reliability analysis and hierarchical regression analysis were conducted. The research findings showed results that firstly, promise (${\beta}$=0.292), threat (${\beta}$=-0.256), recommendation (${\beta}$=0.200), information exchange (${\beta}$=0.359), request(${\beta}$=-0.097) and legalistic plea(${\beta}$=-0.137) had a significant effect on franchisee's boundary spanning behaviors and secondly, franchisor's entrepreneurship had a significant positive effect on franchsee's boundary spanning behavior. In addition, the effects of franchisor's promise(${\beta}$=0.168) and threat(${\beta}$=-0.075) on franchisee's boundary spanning behaviors were found to be partially moderated by franchisor's entrepreneurship. Franchisees wanted franchisors to execute a high level of entrepreneurship and deliver a promise in an influence strategy. Limitations and future research directions were also discussed.