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국제마케팅 활동은 문화적, 정치적, 사회적 환경이 상이한 외국시장을 대상으로 한다는 점에 그 어려움이 있다. 따라서다른 경쟁기업들에 비해서 얼마나 신속하게 현지 시장의 다양한 변화를 감지하고 그러한 변화에 적절히 반응할 수 있는능력을 키우는가에 따라 국제마케팅 활동의 성공여부가 결정된다. 이에 본 연구에서는 다양한 시장정보의 효율적․효과적 활용과 관련하여 많은 관심을 받고 있는 시장지향성이 성공적인시장 감지능력과 반응능력 즉, 경쟁우위를 어떻게 창출하고, 또한 우수한 수출성과를 얻기 위해서 어떠한 노력이 요구되는가를 밝히고자 하였다. 국내의 수출기업 중 수출 규모가 큰 274개 수출기업을 대상으로 연구가설을 검증한 결과, 시장지향성-시장 감지능력-시장 반응능력이라는 과정을 통해서 우수한 수출성과가 창출되는 것을 확인할 수 있었다. 즉, 다양한 시장변화에 대한 이해와 그러한 변화에 대응할 수 있는 능력을 향상시키기 위해서는 수출시장 정보의 효과적, 효율적 활용과 관련된 높은 수준의 시장지향성을 구축하는 것이 선행되어야 함을 의미한다. 또한 이러한 일련의 노력은 궁극적으로 우수한 수출성과를 얻는데 매우 중요하게 작용하는 것으로 나타났다.


Increased globalization of sales activities, differences of customer needs, and intensive competitiveness are creating high degrees of environmental uncertainty in the export markets. Under these circumstances, it is very important to recognize firms must sense various market changes and respond to them for attaining competitive advantages and sustainable growth. When firms are involved in worldwide operations, these capabilities will be very critical and valuable for their success. According to many previous researchers, market orientation leads to accumulation of these competencies and it will provide naturally superior export performance. Even though the benefits of market orientation have been recognized for several years, empirical studies have not been conducted enough. This study tries to examine the impact of market orientation on export performance via the competitive advantages which are market sensing and responding capabilities. To achieve this purpose, the authors reviewed the previous literatures and suggested the empirical link among market orientation, market sensing capability, market responding capability, and export performance as well as the determinants of market orientation. After the review of extant studies, the authors designed a research model and proposed ten hypotheses. Based on the collected 274 Korean export firms’ data, the proposed model was testified with the LISREL 8.30. In result of empirical test, seven out of ten hypotheses were supported. According to the empirical results, even though Korean export firms can get superior performance by increasing the degree of market orientation, we need to evaluate the importance of the mediating role of market sensing and responding capabilities between market orientation and export performance. That is, researchers should take a consideration that market orientation’s effect on performance is positive when mediated by market sensing and responding capabilities. In the view of practical implication, Korean export firms should enhance the level of sensing and responding competencies which resultantly ensure superior export performance. The strong positive relationships of learning orientation, entrepreneurship, and competitive intensity on market orientation are also empirically supported. The authors discussed the meaning of the results and suggested future research directions.