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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제14권 제11호
발행연도
2016.1
수록면
91 - 102 (12page)

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Purpose - The objectives of this study are as follows. First, it aims to suggest an analysis model that has integrated the relationship between the two factors and export performance and conduct an empirical analysis of the factors. Second, the study seeks to analyze the mediating effect by setting direct channel governance as a specific activity to connect market orientation, a cultural asset, to export performance. Third, through these analyses, the study intends to apply the relationship between market orientation and direct channel governance that the existing studies have failed to observe comprehensively on SMEs in Korea. Based on these analyses, the study expects to expand the discussion of previous researches by analyzing the mediating effect of direct channel governance. Research design, data, and methodology - This study developed a model that has integrated market orientation, direct channel governance, and export performance. It established 7 hypotheses including the mediating effect of direct channel governance. Market orientation was consisted of customer orientation and competitor orientation, and 4 latent variables were measured by 18 questions. LISREL, an analysis tool of structural equation model, was used for hypothesis test and there were 183 sample for analysis. Results – The analysis results showed that customer orientation has a positive influence on direct channel governance, but competitor orientation did not have a statistically significant effect. On the contrary, export performance showed an opposite result. That is, customer orientation did not have any influence but competitor orientation had a significant influence on export performance. It was also confirmed that there was a significant influence in the relationship between channel governance and export performance. According to the analysis of mediating effect, direct channel governance had a full mediating effect between customer orientation and export performance. Conclusions – The study results demonstrated that it is important to build a direct channel governance on the export SMEs in Korea, especially since the direct channel governance complements the influence of customer orientation that does not directly influence export performance among market orientation activities. This implies that Korean export SMEs must strive to build an effective direct channel governance.
#Channel Governance #Distribution Channel #Market Orientation #Manufacturing SMEs #Export Performance.

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참고문헌 (37)

참고문헌 신청
Alteren, G. / 2016 / Enhancing export performance : Betting on customer orientation, behavioral commitment, and communication / International Business Review 25(1):370~381 google schola Bagoji, R. P. / 1991 / Multitrait-Multimethod Matrices in Consumer Research / Journal of Consumer Research 17(4):426~439 google schola Brown, J. R. / 2009 / Using influence strategies to reduce marketing channel opportunism : The moderating effect of relational norms / Marketing Letters 20(2):139~154 google schola Cacciolatti, L. / 2016 / Revisiting the relationship between marketing capabilities and firm performance : The moderating role of market orientation, marketing strategy and organisational power / Journal of Business Research 69(12):5597~5610 google schola Cavusgil, S. T. / 2004 / Curbing foreign distributor opportunism : An examination of trust, contracts, and the legal environment in international channel relationships / Journal of International Marketing 12(2):7~27 google schola

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