Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
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A Study on the Effects of the Internal Competence of Small Business on Competitive Advantage and Startup Intention to Commercialize a Franchise: Focusing on the Moderating Effect of Franchise Suitability

소기업의 내부역량이 경쟁우위 및 프랜차이즈 사업화 의도에 미치는 영향: 프랜차이즈 적합성의 조절효과를 중심으로

  • Kim, Soo Il (Hoseo Graduate School of Venture(Venture Management)) ;
  • Kim, Hong Keun (Hoseo Graduate School of Venture(Venture Management))
  • 김수일 (호서대학교 벤처대학원 벤처경영학과) ;
  • 김홍근 (호서대학교 벤처대학원 벤처경영학과)
  • Received : 2019.09.10
  • Accepted : 2019.10.26
  • Published : 2019.10.31
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Abstract

The purpose of this study is to analyze the effect of internal competence of small business on the competitive advantage and start-up intention. Through this, which key competence of small business can be proposed for market growth against of large companies that have a great capital power. Also, implications for development direction can be suggested. For this purpose, technology capability, financing capability, marketing capability, and product/service differentiation capability factors were set as independent variables, as well as competitive advantage as a mediating factor, and startup intention to be franchiser as a dependent variable. For the analysis, a structured questionnaires survey was conducted to 276 domestic small business in capital area. The main results are as follows. First, in relation to the internal competency and the competitive advantage of small businesses, it was found that technological capabilities, financing capabilities and product (service) differentiation have a positive effect on competitive advantage. Second, the relationship between the internal capacity of a small entity and startup intention to commercialize a franchiser business indicates that its financing capacity and marketing capabilities have a positive effect on startup intention to commercialize the business, and that competitive advantage has a significant effect on startup intention to commercialize the franchise. Third, competitive advantage was found to mediate the relationship between internal competency and startup intention. Finally, it was shown that the internal capacity of a small business has a regulating effect in relation to its financing capacity, marketing capabilities and startup intention to commercialize the franchise, and that it also had a regulating effect in relation to its relationship with its competitive advantage and franchise suitability. Based on the above results, if small business can take competitive advantage in the market, they also consider startup intention to commercialize a franchiser, in addition, it is expected that one suggestion can be made from an internal capacity perspective required more emphasis on operations and management as an alternative to expanding small businesses' business, including market access measures that can be linked to internal capacity factors of small businesses.

본 연구는 최근 해외 브랜드 및 대기업의 침투 속에 지역경제를 비롯한 소기업 경쟁우위 확보와 이를 기반으로 시장 확대 전략에서 고려될 수 있는 프랜차이즈 사업화 의도에 미치는 영향 관계를 규명하여, 향후 소기업 정책지원 등의 하나로 접근 방안을 제시하고자 하였다. 이를 위해 국내 소기업 276개를 대상으로 구조화된 설문지를 통해 그 변인과의 관계를 분석하였으며, 주요 분석 결과는 다음과 같다. 첫째, 소기업의 내부역량 요인과 경쟁우위 요인과의 관계에서 기술역량, 자금조달역량, 제품(서비스) 차별화역량이 경쟁우위에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 소기업의 내부역량 요인과 프랜차이즈 사업화 의도와의 관계에서는 자금조달역량과 마케팅역량은 사업화 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났고, 경쟁우위는 프랜차이즈 사업화 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 개별 내부역량요인과 프랜차이즈 사업화 의도와의 관계에서 경쟁우위는 기술역량과 제품(서비스) 차별화역량에서 완전매개, 자금조달역량과 마케팅역량에서는 부분 매개하는 것으로 나타났고, 전체 내부역량요인이 경쟁우위를 매개하여 프랜차이즈 사업화 의도에 미치는 관계에서 간접효과는 유의한 것으로 나타났다. 마지막으로 소기업의 내부역량 중 자금조달역량과 마케팅역량이 프랜차이즈 사업화 의도와의 관계에서 프랜차이즈 적합성이 조절효과가 나타났고, 경쟁우위와 프랜차이즈 사업화 의도와의 관계에서도 조절효과가 나타났다. 이러한 결과를 통해, 소기업 관점에서 기업이 지니는 내부역량요인이 프랜차이즈 사업에서 경쟁우위에 미치는 관계를 확인할 수 있었고, 소기업의 CEO들은 프랜차이즈 사업화에 내부역량요인을 적극적으로 고려하고 있는지 확인할 수 있었다. 또한, 프랜차이즈 사업에 대한 적합성 등 평가의 필요성과 함께 소기업의 내부역량 요인과 연계될 수 있는 시장 접근 방안 등을 통해 소기업의 사업 확장을 위한 대안으로 프랜차이즈 사업화에서 보다 중점적으로 운영 관리가 요구되는 내부역량 관점을 제시하였다는 데 시사점이 있다.

Keywords

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