This paper aims to examine the moderate effects of export method on the relationships between global marketing capability, R&D technology capability and the management performances. Additionally, This study is to identify the influences of global marketing capability and R&D technology capability on the management performances.
To accomplish these purposes, the main factors of the global marketing capability such as global extendability and global market orientation were found from the previous studies. the main factors of the R&D technology capability such as technology innovation capability, technology commercialization capability and R&D intensity(investment) were found from the previous studies.
The questionaries of 500 were distributed to the employees working at the export-experienced firms to vietnam market in changwon and gyeong-nam. The questionaries of 332 were obtained However, 44 questionnaires out of those returned were considered to be statistically valueless for the analysis since some missed out or some were strongly centralized. As a consequence, 288 questionnaires were used in analysis. The collected data were analyzed with SPSS 22.0 for Windows. This study used the statistical techniques such as descriptive analysis, reliability analysis, discriminant analysis, factor analysis, correlation analysis, multi regression analysis, and hierarchical regression analysis.
The following are the summary of hypothesis test:
First, in case of global extendability and global market orientation among an employee''s global marketing capability presented a meaningful result(+) with the management performances.
Second, in case of technology innovation capability and technology commercialization capability among an employee''s R&D technology capability presented a meaningful result(+) with the management performances. but R&D intensity(investment) appraisal didn''t present a meaningful result with the management performances.
Third, Global marketing capability haven’t differential influence on the management performances by export method. but R&D technology capability have differential influence on the management performances by export method.
The results of this study implies that some guideline could be used in promoting and making implementing strategy in asian emerging country of exports.