기업가지향성과 전략적지향성이 제휴관리역량과 제휴성과에 미치는 영향에 관한 연구

This study aims at exploring the effects of entrepreneurial orientation, technology orientation, and market orientation on alliance management capability and alliance performance. Building on literature review regarding these constructs, hypotheses are developed and tested with 204 small and medium-sized firms. Results show that entrepreneurial orientation and technology orientation are found to have a significant influence on alliance management capability. It also finds that alliance management capability is found to be positively related to alliance performance. lastly, Competitive strength moderates the relationship between alliance management capability and the outcome. These findings imply that SMEs need to pay greater attention to the enhancement of alliance management capability. Implications, limitations and suggestions for future research are presented.