경쟁 불확실성이 국제화 수준에 미치는 영향: 전략적 자원 활용의 조절효과

The Impact of Competitive Uncertainty on Degree of Internationalization: Moderating Effects of Strategic Resource Utilization

Purpose - This research aims to analyze the negative impact of competitive uncertainty on the degree of internationalization of firms, and to examine the moderating effects of customer retention strategy and price competitiveness strategy in this relationship. Design/Methodology/Approach - This study utilizes data from the ‘2022 Korean Innovation Survey (KIS)’ conducted by the Science and Technology Policy Institute (STEPI) to evaluate the state of technological innovation activities of domestic export companies, using a total of 1,456 observations. Findings - The result showed that competitive uncertainty negatively impacts the degree of internationalization of firms. However, customer retention strategy and price competitiveness strategy serve as important moderators, mitigating the negative effects of competitive uncertainty. Research Implications - This study extends the concept of competitive uncertainty by confirming its negative impact on degree of internationalization. It highlights the importance of customer retention and price competitiveness strategies in mitigating this impact, emphasizing the need for firms to adapt to changing competitive environments. The research also contributes by examining the combined effects of these strategies, offering a more comprehensive framework for international business.