수출기업 비즈니스 모델이 수출성과에 미치는 효과에 관한 연구: 시장지향성의 조절효과를 중심으로

A Study on the Effect of Export Company Business Models on Export Performance: Focusing on the Moderating Effect of Market Orientation

Purpose - This study aims to develop a business model to guide export companies in formulating strategies to enter overseas markets and to provide strategic orientations that enhance market entry. It also seeks to draw relevant implications for businesses. Design/Methodology/Approach - The study examined the impact of business models on corporate performance using data from 119 domestic companies. The survey assessed variables such as business model, corporate performance, type of organizational learning, and organizational characteristics. Unlike previous studies that primarily focused on the direct effects of business models on performance, this research empirically tested both the mediating and moderating effects within this relationship. Findings - The results confirm that business models significantly influence corporate performance, particularly through exploratory learning. Additionally, the study highlights that a customer-oriented market orientation plays a crucial moderating role between business models and performance, especially for companies targeting overseas markets. Research Implications - This study offers theoretical and practical insights into the alignment between a company's chosen business model, organizational learning, and strategic orientation. These findings underscore the importance of selecting compatible business models and strategic orientations to enhance corporate performance, providing a framework for companies aiming to improve market success through informed strategic choices.