전략태도가 균형성과표(BSC)내부관점에 미치는 영향

The Impact of the Strategic Posture to the Internal Perspective of BSC

The purpose of this study is that find out the relationship between strategic posture and internal perspective in order to provide more valuable strategics to attain the goal. This study has established the hypotheses to answers of the research questions. To test them empirically, the study collected 280 questionnaires from the managers and position of higher employees of five-star hotels in Seoul, Busan, Gyeongju and Jeju, Korea. The results of this study is that the analysis on relationship between strategic posture and internal perspective revealed that proactiveness, riskness, progressiveness, defensiveness significantly affects internal perspective of BSC. These conclusions imply that chief executive officers of hotel should develop diverse internal marketing tools.