한국수출기업의 수출마케팅 역량과 수출마케팅전략 실행이 수출성과에 미치는 영향

Effects of Export Marketing Capabilities and Export Marketing Strategy Implementation on Export Performance in Korean Export Firms

Most studies on the factors to decide export performance have been examining the relationship between export marketing strategies and export performance so far. However, the studies on export marketing strategy implementation effectiveness having an impact on export performance and the studies on manager s qualities and capabilities affecting export marketing strategy implementation effectiveness have hardly been conducted. This study aims to present effective export enhancing measures through empirical study that targeted Korean exporters, after building a study model on the relationship among the export marketing capabilities, export marketing strategy implementation effectiveness and export performance of Korean export firms. This paper actually classified export marketing capabilities into export marketing strategy formation capabilities, export marketing program capabilities and manager s qualities and capabilities implementing the export marketing strategy. This paper delves into these factors impacts on export marketing strategy implementation effectiveness, and on what impacts such implementation effectiveness has on export performance. According to the hypothesis verification results, strategic performance has positive impacts on financial performance, and export marketing strategy implementation effectiveness also positively affects strategic performance and financial performance. Among the three export marketing capabilities, the export marketing program capabilities and manager s qualities and capabilities positively affect export marketing strategy implementation effectiveness, respectively. Export marketing strategy formation capabilities, however, do not have a statistically significant impact on export marketing strategy implementation effectiveness. To enhance export performance, the strategy implementation should be kept in mind from the export marketing strategy formation process. Also, the consolidation of export marketing program capabilities and manager s qualities and capabilities that affect export marketing strategy implementation effectiveness should be promoted. Furthermore, efficient resources distribution and its implementation should be carried out in the export marketing strategy implementation process.