Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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A Study on the Determinants of Export Diversification and Adoption of Competitive Advantage Strategy Using Hierarchical Analysis - A case of Automotive Parts enterprises

계층분석기법(AHP)을 이용한 수출다변화의 결정요인과 경쟁우위 전략 채택에 관한 연구 - 자동차부품 기업 사례

  • jang, Ik-geun (Department of Technology and Innovation, Graduate School, Korea University of Technology & Education) ;
  • Kim, Byung-Keun (School of Industrial Management, Korea University of Technology & Education)
  • 장익근 (한국기술교육대학교 대학원 기술경영학과) ;
  • 김병근 (한국기술교육대학교 산업경영학부)
  • Received : 2018.06.12
  • Accepted : 2018.09.07
  • Published : 2018.09.30
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Abstract

This study analyzed factors that should be considered in the process of export diversification strategy formulation and priorities of strategies. We reviewed the extant literature and interviewed six experts. Cross-sectional analysis of a literature review and interview results were used to determine the influencing factors of export. The data for this study were collected from a survey of 68 export experts in Automotive Parts enterprises. Data were analyzed using AHP. As a result of the analysis, the order of importance appeared in the order of internal capacity, correlation buyer effect, entry barriers, technology response, and competition environment. The regions with a high overseas level were product differentiation, centralization, and low cost, whereas those with a low level were in the order of low cost, product differentiation, and concentration. It is meaningful to review the alternatives for adoption of the export diversification strategy and establish a strategy appropriate to the situation. It is necessary to establish a customized strategy considering the characteristics of the global region, and not only internal competence but also mutual relationship with local buyers are important.

본 연구는 자동차 부품 기업이 수출다변화 전략을 수립함에 있어서 고려할 영향요인과 전략의 중요도와 우선순위를 분석하였다. 기업의 수출다변화 전략은 기업이 보유하고 있는 내부 역량과 외부 환경을 중심으로 결정되어 왔다. 선행문헌을 리뷰하고, 전문가 6명을 대상으로 인터뷰를 실시하였다. 문헌 리뷰와 인터뷰 결과를 교차분석하여 영향요인을 선정하였으며, 다기준 의사결정 기법인 AHP(Analytic Hierarchy Process)을 활용 분석하였다. 설문조사는 수출업무경험을 갖고 있는 자동차 부품기업 재직자 87명을 대상으로 전자메일 및 직접조사를 통해서 수행하였고, 최종 68명의 설문이 유효하였다. 이를 분석한 결과, 영향요인들의 상대적 중요도와 우선순위를 결정하였다. 영향요인간 쌍대비교를 하고 이들의 상대적 중요값을 결정하였다. 그리고 대안으로는 Porter(1985)의 본원적 경쟁전략 이론을 근거로 하였다. 분석결과, 중요도는 평균적으로 내부역량, 상호관계, 구매자 영향, 진입장벽, 기술력 대응, 경쟁환경 순으로 나타났다. 해외 브랜드 수준이 높은 권역은 제품차별화, 저원가, 집중화 순이며, 수준이 낮은 권역은 저원가, 제품차별화, 집중화 순으로 나타났다. 본 연구결과는 자동차부품 중소기업이 수출다변화 전략 채택을 위한 대안을 마련하여 상황에 맞는 전략을 수립할 수 있다는 것에 의미가 있다. 자동차부품 수출 다변화는 세계권역별 다양한 특성의 맞춤형 전략 수립이 필요하며, 또한 수출다변화를 위한 내부역량 뿐만아니라 동시에 현지 구매자와 그 상호관계가 중요한 것으로 분석되었다.

Keywords

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