수출성과에 대한 만족도가 마케팅 믹스 전략의 적응화에 미치는 영향

The Influence of the Satisfaction with Exporting Performance on Marketing Strategy Adaptation: An Empirical Study of Antecedents and Mediators

We propose that the satisfaction with exporting performance can be an antecedent of marketing strategy adaptation. In general, previous research use exporting performance as a dependent variable for testing the effectiveness of marketing strategy. This research suggest that the satisfaction with exporting performance can influence marketing strategy adaptation through three mediators. To verify our research model and hypotheses, we conduct survey and collect 106 data from exporting companies. As a result, findings indicate that the relationship between the satisfaction with exporting performance and marketing strategy adaptation is mediated by tree variables, self-efficacy, commitment to exporting, and overconfidence. In detail, while commitment to exporting is positively related to marketing strategy adaptation, overconfidence has negative relationship with marketing strategy adaptation. Lastly, we discuss theoretical and managerial implications, limitations, and future research directions of this research.