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

  • 제17권4호
  • /
  • Pages.87-100
  • /
  • 2022
  • /
  • 1975-7557(pISSN)
  • /
  • 2671-9509(eISSN)
한국벤처창업학회 (The Korean Society of Business Venturing)
권호 표지

창업자의 앙트레프레니얼 마케팅 지향성이 경영성과에 미치는 영향: 조직내 마케팅역량의 매개효과

A Study on the Effects of Entrepreneurial Marketing Orientation on the Management Performance: Mediated Effect of Organizational Marketing Capabilities

  • 투고 : 2022.07.10
  • 심사 : 2022.08.26
  • 발행 : 2022.08.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

창업초기기업은 자원 부족이라는 생래적 한계를 지니고 있다. 이러한 한계로 인해 창업자는 기업가정신을 기반으로 조직을 끊임없이 변화시켜가며 기회를 탐색하고 위험을 관리하며 기업을 성장시켜 나가고자 노력한다. 즉 창업자가 제한된 자원으로 새로운 성과를 추구하는 과정에서 앙트레프레니얼 마케팅 개념이 등장했다. 앙트레프레니얼마케팅에 대한 연구가 30여 년간 지속되고 있음에도 불구하고 국내에서는 아직 연구가 활성화되지 않고 있다. 이에 본 연구에서는 먼저 앙트레프레니얼마케팅에 대한 이론과 연구성과들을 정리를 하였으며, 이를 바탕으로 앙트레프레니얼마케팅 지향성과 마케팅역량, 경영성과 간의 영향 관계를 밝히는 실증연구의 필요성을 제시하였다. 이후 앙트레프레니얼마케팅 지향성이 조직의 마케팅역량을 거쳐 경영성과에 이르는 일련의 과정과 그 효과를 가설로 제시하였다. 실증연구를 위해 220개 기업의 창업자들을 대상으로 설문조사를 실시하였고, 이후 구조방정식을 이용한 경로분석을 통해 가설검정을 하였다. 연구결과는 다음과 같다. 첫째, 스타트업의 앙트레프레니얼마케팅 지향성은 조직의 마케팅역량과 경영성과 모두에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 조직의 마케팅역량 역시 경영성과에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 앙트레프레니얼마케팅 지향성과 경영성과의 관계에 대한 조직의 마케팅역량의 매개효과를 실증분석한 결과, 마케팅 전문성이 재무적 성과보다 비재무적 성과에 더 큰 매개효과를 나타내는 것으로 나타났다. 한편, 마케팅 수행능력은 비재무성과보다 재무성과에 더 강한 매개적 영향을 미치는 것으로 확인되었다. 본 연구는 그동안 학술적 공백이었던 국내 창업기업에 적합한 앙트레프레니얼마케팅 지향성 개념과 구성요인을 실증분석을 통하여 확인하였다는 점에서 학문적 의의가 크다. 아울러 본 연구는 진취성과 위험관리능력, 혁신성, 기회지향, 자원활용, 고객집중성 6가지 요인으로 앙트레프레니얼마케팅 지향성의 구성요인을 확인하고, 이들이 조직의 마케팅역량을 매개로 경영성과에 미치는 영향을 검증하였다는 점에서 연구의 차별성이 있다. 이와 더불어 본 연구는 초기창업자들에게 앙트레프레니얼마케팅 지향적인 사고의 중요성을 알려준다는 점에서 실무적 의의가 있다. 특히 본 연구의 결과는 중소기업 창업자들이 시장분석 능력을 최적화하고, 다양한 이해관계자와 네트워킹하고, 마케팅역량을 발휘할 수 있는 조직의 역량을 높이는 데 도움을 줄 것이다.

Early start-up companies have an inherent limitation of lack of resources. Despite these limitations, in order to survive, the entrepreneur's personal ability to efficiently use limited resources is required. In the marketing field, various studies are needed to reduce the business failure rate through establishing growth strategies and innovation. Accordingly, it is necessary to apply the concept of entrepreneurial marketing, which has been researched and developed overseas for 30 years, to fit the domestic reality. According to the flow of this study, an empirical study should be preceded to clarify the influence relationship between entrepreneurial marketing orientation, marketing competency, and management performance, along with a theoretical theorem on entrepreneurial marketing that is suitable for early start-ups and small and medium-sized enterprises(SMEs) and can respond innovatively to changes. The establishment of entrepreneurial marketing orientation and the processes from which this concept leads to business performance through the organization's marketing capabilities and its effects will be empirically verified. For an empirical survey, a survey was conducted on founders of 220 companies, and path analysis using structural equations was used for hypothesis verification. The findings are as follows. First, it was found that the entrepreneurial marketing orientation had a positive effect on both the organization's marketing capabilities and management performance. Second, it was found that the organization's marketing capabilities also had a positive effect on management performance. Third, as a result of empirical analysis of the mediating effect of the organization's marketing capabilities on the relationship between entrepreneurial marketing orientation and management performance, it was found that marketing capabilities showed a greater mediating effect on non-financial performance than financial performance. On the other hand, it was confirmed that marketing performance had a stronger mediating effect on financial performance than non-financial performance. By confirming and presenting the concept and constituent factors of entrepreneurial marketing orientation of domestic start-ups, which were academic gaps for the purpose of this paper, the academic research is differentiated in that they were verified as six components of entrepreneurial marketing. The practical implications of the research results will be that the entrepreneurial marketing-oriented mindset of small and medium-sized companies will optimize market analysis capabilities, network with various stakeholders, and increase the organization's ability to demonstrate marketing capabilities.

키워드

참고문헌

  1. Arunachalam, S., Ramaswami, S. N., Herrmann, P., & Walker, D.(2018). Innovation Pathway to Profitability: The Role of Entrepreneurial Orientation and Marketing Capabilities. Journal of the Academy of Marketing Science, 46(4), 744-766. https://doi.org/10.1007/s11747-017-0574-1
  2. Becherer, R. C., Helms, M. M., & McDonald, J. P.(2012). The Effect of Entrepreneurial Marketing on Outcome Goals in SMEs. New England Journal of Entrepreneurship, 15(1/2), 1-7.
  3. Bjerke, B., & Hultman, C. M.(2002). Entrepreneurial Marketing: The Growth of Small Firms in the New Economic Era. Cheltenham, U.K.: Edward Elgar.
  4. Byun, C. G., & Ha, H. H.(2020). An Exploratory Study on Successful Factors of Entrepreneurial Marketing in Start-up. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 15(2), 183-192. https://doi.org/10.16972/APJBVE.15.2.202004.183
  5. Clark, B. H.(2000). Managerial Perceptions of Marketing Performance: Efficiency, Adaptability, Effectiveness and Satisfaction. Journal of Strategic Marketing, 8(1), 3-25. https://doi.org/10.1080/096525400346286
  6. Collinson, E., & Shaw, F.(2001). Entrepreneurial Marketing: A Historical Perspective on Development and Practice. Management Decision, 39(9), 761-766. https://doi.org/10.1108/EUM0000000006221
  7. Covin, J. G., & Slevin, D. P.(1994). Corporate Entrepreneurship in High and Low Technology Industries: A Comparison of Strategic Variables, Strategy Patterns and Performance in Global Market. Journal of Euro-Marketing, 3(3), 99-127. https://doi.org/10.1300/J037v03n03_06
  8. Crane, F. G.(2013). Marketing for Entrepreneurs Concepts and Applications for New Ventures, 2nd Edition. London: Sage.
  9. Day, G. S.(1994). The Capabilities of Market-driven Organizations. Journal of Marketing, 58(4), 37-52. https://doi.org/10.1177/002224299405800404
  10. Day, G. S.(2011). Closing the Marketing Capabilities Gap. Journal of Marketing, 75(4), 183-195. https://doi.org/10.1509/jmkg.75.4.183
  11. Day, G. S., & Nedungadi, P.(1994). Managerial Representations of Competitive Advantage. Journal of Marketing, 58(2), 31-44. https://doi.org/10.1177/002224299405800203
  12. Fillis, I.(2015). Biographical Research as a Methodology for Understanding Entrepreneurial Marketing. International Journal of Entrepreneurial Behavior & Research, 21(3), 429-447. https://doi.org/10.1108/IJEBR-11-2013-0207
  13. Grant, R. M.(1996). Prospering in Dynamically Competitive Environments: Organizational Capability as Knowledge Integration. Organization Science, 7(4), 375-387. https://doi.org/10.1287/orsc.7.4.375
  14. Gruber, M.(2004). Marketing in New Ventures: Theory & Empirical Evidence. Schmalenbach Business Review, 56(2), 164-199. https://doi.org/10.1007/BF03396691
  15. Hamali, S.(2015). The Effect of Entrepreneurial Marketing on Business Performance: Small Garment Industry in Bandung City, Indonesia. Developing Country Studies, 5(1), 1-7.
  16. Handar, H., Ratnawati, A., Razak, W. M. W., & Abdullah, Z.(2020). Market Intelligence on Business Performance: The Mediating Role of Specialized Marketing Capabilities. Journal of Intelligence Studies in Business, 10(1), 42-58.
  17. Hidayatullah, S., Firdiansjah, A., Patalo, R. G., & Waris, A. (2019). The Effect of Entrepreneurial Marketing and Competitive Advantage on Marketing Performance. International Journal of Scientific & Technology Research, 8(10), 1297-1301.
  18. Hills, G. E.(1985). Market Analysis and Marketing in New Ventures: Venture Capitalists' Perceptions, in K. Vesper(ed.). Frontiers of Entrepreneurship Research, Wellesley, MA: Babson College, 167-182.
  19. Hills, G. E., & Hultman, C. M.(2011). Academic Roots: The Past and Present of Entrepreneurial Marketing. Journal of Small Business & Entrepreneurship, 24(1), 1-10. https://doi.org/10.1080/08276331.2011.10593521
  20. Hills, G. E., Hultman, C. M., & Miles, M. P.(2008). The Evolution and Development of Entrepreneurial Marketing. Journal of Small Business Management, 46(1), 99-112. https://doi.org/10.1111/j.1540-627X.2007.00234.x
  21. Hisrich, R. D.(1992). The Need for Marketing in Entrepreneurship. Journal of Busniess & Industrial Marketing, 7(3), 53-57. https://doi.org/10.1108/08858629210035427
  22. Hooley, G., Fahy, J., Cox, T., Beracs, J., Fonfara, K., & Snoj, B.(1999). Marketing Capabilities and Firm Performance: A Hierarchical Model. Journal of Market Focused Management, 4(3), 259-278. https://doi.org/10.1023/A:1009879120167
  23. Hoque, A. S. M. M., & Awang, Z. B.(2019). Does Gender Difference Play Moderating Role in the Relationship between Entrepreneurial Marketing and Bangladeshi SME Performance?. Accounting, 5(1), 35-52. https://doi.org/10.5267/j.ac.2018.6.001
  24. Hultman, C. M.(1999). Nordic Perspective on Marketing and Research in the Marketing/entrepreneurship Interface. Journal of Research in Marketing and Entrepreneurship, 1(1), 54-71. https://doi.org/10.1108/14715209980001556
  25. Hunt, S. D., & Morgan, R. M.(1995). The Comparative Advantage Theory of Competition. Journal of Marketing, 59(2), 1-15. https://doi.org/10.1177/002224299505900201
  26. Ionita, D.(2012). Entrepreneurial Marketing: A New Approach for Challenging Times, Management & Marketing, 79(1), 131-150.
  27. Jeon, I. H.(2017). The Impact of Entrepreneurship on Corporate Performance: Focusing on the Effets of Technological Innovation and Marketing Competence. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 12(3), 87-105. https://doi.org/10.16972/apjbve.12.3.201706.87
  28. Jeon, I. H., & An, U. S.(2016). The Effects of Marketing Characteristic on Business Performance. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 11(3), 97-109. https://doi.org/10.16972/APJBVE.11.3.201606.97
  29. Kemper, J., Engelen, A., & Brettel, M.(2011). How Top Management's Social Capital Fosters the Development of Specialized Marketing Capabilities: A Cross-cultural Comparison. Journal of International Marketing, 19(3), 87-112. https://doi.org/10.1509/jimk.19.3.87
  30. Kilenthong, P., Hills, G. E., & Hultman, C. M.(2015). An Empirical Investigation of Entrepreneurial Marketing Dimensions. Journal of International Marketing Strategy, 3(1), 1-18.
  31. Kim, G. M., & Park, J. S.(2016). The Effect of Entrepreneurship and Market-orientation on the Performance of Medium and Small-sized Enterprise. The Journal of the Korea Contents Association, 16(10), 326-337. https://doi.org/10.5392/JKCA.2016.16.10.326
  32. Kirca, A. H., Jayachandran, S., & Bearden, W. O.(2005). Market Orientation: A Meta-analytic Review and Assessment of Its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41. https://doi.org/10.1509/jmkg.69.2.24.60761
  33. Kohli, A. K., & Jaworski, B. J.(1990). Market Orientation: The Construct, Research Proposition, and Managerial Implications. Journal of Marketing, 54(2), 1-18. https://doi.org/10.1177/002224299005400201
  34. Kraus, S., Harms, R., & Fink, M.(2009). Entrepreneurial Marketing: Moving beyond Marketing in New Ventures. International Journal of Entrepreneurship and Innovation Management, 11(1), 1-20.
  35. Kwun, H. J.(2020). The Effects of Small Business' Psychological Characteristics on Marketing Performance. Doctoral dissertation, The Graduate School of Anyang University.
  36. Lee, J. S., & Hsieh, C. J.(2010). A Research in Relating Entrepreneurship, Marketing Capability, Innovative Capability and Sustained Competitive Advantage. Journal of Business & Economics Research, 8(9), 109-119.
  37. Miller, D., & Friesen, P. H.(1982). Innovation in Conservative and Entrepreneurial Firms: Two Models of Strategic Momentum. Strategic Management Journal, 3(1), 1-25. https://doi.org/10.1002/smj.4250030102
  38. Miller, D.(1983). The Correlates of Entrepreneurship in Three Types of Firms. Management Science, 29(7), 770-791. https://doi.org/10.1287/mnsc.29.7.770
  39. Morgan, N. A., Vorhies, D. W., & Mason, C. H.(2009). Market Orientation, Marketing Capabilities and Firm Performance. Strategic Management Journal, 30(8), 909-920. https://doi.org/10.1002/smj.764
  40. Morgan, N. A., Zou, S., Vorhies, D. W., & Katsikeas, C. S.(2003). Experiential and International Knowledge, Architectural Marketing Capabilities, and the Adaptive Performance of Export Ventures: A Cross National Study. Decision Science, 34(2), 287-321. https://doi.org/10.1111/1540-5915.02375
  41. Morris, H. M., & Paul, G. W.(1987). The Relationship between Entrepreneurship and Marketing in Established Firms. Journal of Business Venturing, 2(3), 247-259 https://doi.org/10.1016/0883-9026(87)90012-7
  42. Morris, H. M., Schindehutte, M., & LaForge, R. W.(2002). Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives. Journal of Marketing Theory and Practice, 10(4), 1-19.
  43. Morrish, S. C.(2011). Entrepreneurial Marketing: A Strategy for the Twenty-first Century?. Journal of Research in Marketing and Entrepreneurship, 13(2), 110-119. https://doi.org/10.1108/14715201111176390
  44. Morrish, S. C., Miles, M. P., & Deacon, J. H.(2010). Entrepreneurial Marketing: Acknowledging the Entrepreneur and Customer-centric Interrelationship. Journal of Strategic Marketing, 18(4), 303-316. https://doi.org/10.1080/09652541003768087
  45. Mort, G. S., Weerawardena, J., & Liesch, P.(2012). Advancing Entrepreneurial Marketing: Evidence from Born Global Firms. European Journal of Marketing, 46(4), 542-561. https://doi.org/10.1108/03090561211202602
  46. Mulyana, M., Zakaria, Z., & Mahmood, R.(2021). Designing Architectural Marketing Capabilities to Increase the Performance of Small and Medium-sized Enterprises. Revista de Administracao de Empresas, 61(4), 1-16.
  47. Narver, J. C., & Slater, S. F.(1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35. https://doi.org/10.1177/002224299005400403
  48. Oh, D. H., & Yi, H. T.(2021). The Effect of Dynamic Capability of SMEs on Marketing Capabilites and Corporate Performance in Business-to-Business Industry. Journal of Marketing Management Research, 26(1), 85-108.
  49. Qureshi, S., & Mian, S. A.(2010). Antecedents and Outcomes of Entrepreneurial Firm Marketing Capabilities: An Empirical Investigation of Small Technology Based Firm. Journal of Strategic Innovation and Sustainability, 6(4), 28-45.
  50. Rho, K. S.(2016). The Proper Methods of Statistical Analysis Dissertation. Seoul: Hanbit Academy.
  51. Sadiku-Dushi, N., Dana, L., & Ramadani, V.(2019). Entrepreneurial Marketing Dimensions and SMEs Performance. Journal of Business Research, 100, 86-99. https://doi.org/10.1016/j.jbusres.2019.03.025
  52. Sahid, S., & Hamid, S. A.(2019). How to Strategize SMEs Capabilities via Entrepreneurial Marketing Approach. Academy of Marketing Studies Journal, 23(1), 1-5.
  53. Schindehutte, M., Morris, M. H., & Kuratko, D. F.(2000). Triggering Events, Corporate Entrepreneurship and the Marketing Function. Journal of Marketing Theory and Practice, 8(2), 18-30. https://doi.org/10.1080/10696679.2000.11501865
  54. Shane, S., & Venkataraman, S.(2000). The Promise of Entrepreneurship as a Field of Research. Academy of Management Review, 25(1), 217-226.
  55. Slater, S. F., & Narver, J. C.(1993). Product-market Strategy and Performance: An Analysis of the Miles and Snow Strategy Types. European Journal of Marketing, 27(2), 35-51.
  56. Sole, M.(2013). Entrepreneurial Marketing: Conceptual Exploration and Link to Performance. Journal of Research in Marketing and Entrepreneurship, 15(1), 23-38. https://doi.org/10.1108/JRME-07-2012-0020
  57. Song, I. A., & Jeon, G. S.(2017). A Study on the Influence of Founder Characteristics on the Performance of Establishment by Marketing Capability. Journal of Digital Convergence, 15(8), 59-68. https://doi.org/10.14400/JDC.2017.15.2.59
  58. Stokes, D.(2000). Putting Entrepreneurship into Marketing: The Process of Entrepreneurial Marketing. Journal of Research in Marketing and Entrepreneurship, 2(1), 1-16. https://doi.org/10.1108/14715200080001536
  59. Timmons, J.(2000). New Venture Creation: Entrepreneurship in the 21st Century. Homewood, IL:Richard D. Irwin Publishing.
  60. Tsai, M., & Shih, C.(2004). The Impact of Marketing Knowledge among Managers on Marketing Capabilities and Business Performance. International Journal of Management, 21(4), 524-530.
  61. Vorhies, D. W., & Morgan, N. A.(2005). Benchmarking Marketing Capabilities for Sustainable Competitive Advantage. Journal of Marketing, 69(1), 80-94. https://doi.org/10.1509/jmkg.69.1.80.55505
  62. Vorhies, D. W., & Morgan, N. A.(2009). Product-market Strategy and the Marketing Capabilities of the Firm: Impact on Market Effectiveness and Cash Flow Performance. Strategic Management Journal, 30(12), 1310-1334. https://doi.org/10.1002/smj.798
  63. Vorhies, D. W., Harker, M., & Rao, C. P.(1999). The Capabilities and Performance Advantages of Market-driven Firms. European Journal of Marketing, 33(11/12), 1171-1202. https://doi.org/10.1108/03090569910292339
  64. Weerawardena, J.(2003). Exploring the Role of Market Learning Capability in Competitive Strategy. European Journal of Marketing, 37(3/4), 407-429. https://doi.org/10.1108/03090560310459023
  65. Yang, M., & Gabrielsson, P.(2017). Entrepreneurial Marketing of International High-tech Business-to-business New Ventures: A Decision-making Process Perspective. Industrial Marketing Management, 64, 147-160. https://doi.org/10.1016/j.indmarman.2017.01.007
  66. Yi, H. T., Lee, H. G., & Ji, S. G.(2014). SMEs Marketing Capability: What It is and Why It Matters?. Journal of Marketing Management Research, 19(3), 117-138.