경쟁부문 환경불확실성이 영향전략과 경로성과에 미치는 연구 분석

Competitive Environment Uncertainty on Influence Strategies and Marketing Channel Performance : Focus on Korean, United States and Japanese Manufacturing Firms

The purpose of this study was to examine the impact of the uncertainty of competitive environments on the relationship of manufacturing companies with distribution companies, their influence strategies and marketing channel performance in Korea, the United States and Japan. This paper empirically investigated the variables based on data from manufacturers in Korea. The U.S., and Japan. Also, the proposed model was proven by the structural equation model with the data gathered from 105 manufacturers in Korea, 103 in U.S., and 89 in Japan. The findings were as follows. Hypothesis 1 is the higher the competitive uncertainty is, the more coercive influence strategies will be used. It was rejected in Korea and was accepted in the United States and Japan. Hypothesis 2 is the higher the competitive uncertainty is, the more non-coercive influence strategies will be used. It was accepted in Korea and Japan yet not in the United States. Hypothesis 3 is the higher the competitive uncertainty is, the lower relationship satisfaction will be. It was rejected in all the nations. Hypothesis 4 is the more coercive influence strategies are used, the lower relationship satisfaction will be. It was accepted in Korea and was rejected in the United States and in Japan. Hypothesis 5 is the more non-coercive influence strategies are used, the higher relationship satisfaction will be. It was accepted in every nation as well. In the future, influence strategies and marketing channel performance of manufacturing and distribution companies should be investigated from a mutual perspective, and additional data in Korea, the United States and Japan should be obtained by selecting more subjects. As for environment uncertainty, uncertainty in the competitive environment as well as the various dimensions of the marketing channel environment must be equally investigated using comparative analysis. Furthermore, six concepts about influence strategies, namely, promise, threat, legalistic plea, information exchange, recommendation, and request, should each be investigated in order to establish effective influence strategies in the future. In case coercive influence strategies are effective, it should be established which forms are effective, i.e. a promise, a threat, or legalistic plea among others. Likewise, in case that a non-coercive influence strategy is effective, it should be investigated which form is effective, whether it is information exchange, recommendation, requests and the like.