제약기업의 기업문화, 명성에 대한 제약영업사원의 인식이 핵심역량에 미치는 영향 분석

The Influence Analysis of Salesperson’s Recognition on Pharmaceutical Company’s Company Culture and Reputation on Core Competence in south Korea

The sale amounts of pharmaceutical company depends on the salesperson s core competence. The objective of this study is to analyze the impact of salesperson’s perception on pharmaceutical corporate culture and reputation on one’s own core competence. We reviewed a previous study on corporate culture and reputation to develop a questionnaire to investigate corporate culture, reputation and core competence of pharmaceutical company’s salespersons. We conducted a survey for 150 participants in Seoul and Gyeonggi region and the response rate was 93.3%(140/150). We conducted a regression analysis, in which the dependent variable was core competence of salesperson and independent variables were corporate culture and reputation. The correlation between corporate culture and core competence was positive in both communication and organization culture. Also, we suggested that communication culture was more important than organization culture for core competence. In case of reputation, ethical management was the only factor affected core competence positively. On the other hand, societal responsibility and corporate image did not affect core competence significantly. For the sales and management ability of salespersons in pharmaceutical companies, the improvement on factors that directly affect salesperson’s performance, such as communication and organization culture between colleagues and superiors, is preferentially needed rather than the company s societal responsibility, quality of product, ethical management, corporate image and reputation.