다국적기업의 글로벌제품요인과 마케팅성과에 관한 연구

A Study on the Global Product Factors and Marketing Performance in Multinational Companies

This paper examined the the global product factors and marketing performance of multinational companies. The quality, design, brand, packaging, product characteristics, and service were as proxy for the global product factor. product management, price management, place management, promotion management were as proxy for the marketing performance. Based on the analysis of one hundred twenty cases, the following results were found. First, global product factors of industry goods have a positively significant influence on their marketing performance of product and place management. Second, global product factors of consumer goods have a positively significant influence on their marketing performance of price and promotion management. Third, global product factors of industry and consumer goods have a positively significant influence on their marketing performance of price and promotion management.