• 한국컴퓨터정보학회논문지
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• 제23권11호
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• pp.219-228
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• 2018

This study conducted to identify the impact of organizational factors on the characteristics of category management system, market orientation and collaboration orientation, in domestic retail industry, and also to identify the relationship between organizational factors and category management system's characteristics varies depending on the business type, retailer and supplier. To accomplish these research purposes, the study performed statistical analyses using a total of 94 samples. The results of the study can be summarized as follows. First, the organizational factors that affect market orientation of the category management system were found to be information technology infrastructure and organizational management system, and the organizational factors that affect collaborative orientation of the category management system were found to be partnerships and organizational management systems. Second, the relationship between market orientation and collaborative orientation of the category management system does not differ by the business type.

• 한국의류학회지
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• 제32권3호
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• pp.408-417
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• 2008

The purposes of this study were to investigate the degree of market orientation of textile firms and to explore the effect of market orientation on business performance and job satisfaction. The data were collected from 167 subjects who work at textile firms located in the Daegu and Kyungbuk province through survey. The collected data were analyzed by descriptive statistics, t-tests, correlation, regression, and structural equation modeling using AMOS 6.0. Market orientation has a significant and positive impact on the business performance as well as job satisfaction of employees in textile firms. In other words, the greater the market intelligence creation, the market intelligence dissemination and responsiveness of the organization, the greater the business performance. The greater these three factors of textile firms, the greater job satisfaction of employees. In addition, the relationships between company characteristics and market orientation were investigated.

• 한국의류학회지
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• 제39권6호
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• pp.838-851
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• 2015

This study explores the level of designer brands' market oriented attitude through a conceptual framework of market orientation. Designer brands have rapidly increased in the Korean fashion market with a competitive environment that pushes designers to improve market oriented attitudes and strategy. Designers working for 20 brands that the government designated as 'promising creative designer brands' were invited for in-depth interviews, 19 designers from 18 brands participated in this study. The generation of market intelligence that composes market orientation meant that the designers were confirmed to collecting different types of information according to information sources. They showed interest in collecting information on the exploration of design trends from overseas designers as well as operational and managerial information from domestic designers. Fashion-related stakeholders mainly collected feedback on design concepts from the press and public institutions. They collected customer feedback from buyers; however, appropriate feedback was inadequate. Designers generally appeared to place less value on the collection of customer responses and opinions; however, two groups of designers showed customer-oriented attitudes according to accumulated experience. The market-oriented attitude of top designers had an important role in designer brands; consequently, top designers should be properly trained to improve market-oriented attitudes to increase market performance.

• 통상정보연구
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• 제12권2호
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• pp.161-182
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• 2010

This study tried to analyzed the relationship between market orientation, localization and performance in order to suggest to a methodology for performance 7hypothesis were constructed for analysis based on previous literature review. The results of empirical analysis shows that market orientation gave significant effect on firm's performance and localization. Localization also positively related to firm's performance. These result explains that firms which try to take superior of performance must build high level of market orientation should be realized and reacted the complicated market situation. such as consumer needs, competitor's action, change of technology and provider's action, etc. For this, management of uncertainty should be required through the high level of information-oriented.

• 마케팅과학연구
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• 제9권
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• pp.19-46
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• 2002

90년 이후 10여년에 걸쳐 마케팅 개념의 구체적인 활동, 이른바 시장지향성에 대한 활발한 연구가 진행되어 오고 있다. 시장지향성은 고객지향에 초점을 둔 전사적 활동을 통하여 시장정보의 창출, 전파 및 활용과 경쟁자지향으로 요약될 수 있고 수익성에 직접적인 영향을 미치는 중요한 개념이다. 본 연구는 내부마케팅의 선행연구에 대한 문헌적 고찰을 통하여 내부마케팅의 세부적 요인을 권한위임, 내부커뮤니케이션, 보상시스템, 경영층지원, 교육훈련의 다섯 가지로 도출하고, 이러한 요인들이 시장지향성에 미치는 직 간접적인 영향관계를 구체적으로 분 석하기 위하여 공분산구조분석을 사용하였다. 그 결과 도출된 내부마케팅의 다섯 가지 요인 대부분이 시장지향성의 외부고객 지향성, 경쟁자 지향성, 기능간 상호협조에 직 간접적으로 유의한 영향을 미치는 것으로 나타났다. 특히 시장지향성에 많은 영향을 미치는 내부마케팅 요인은 경영층지원인 것으로 나타났다.

• 한국항만경제학회지
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• 제26권4호
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• pp.40-62
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• 2010

본 연구는 국제물류주선업체의 부서 간 역학관계가 시장지향성에 어떠한 영향을 미치는지, 그리고 시장지향성이 관계몰입을 통해 고객성과에 미치는 영향에 대해 규명하여 국제물류주선업체의 경쟁력을 향상시키고자 실시하였다. 연구결과 부서 간 연계를 통해 부서 간 갈등수준이 낮아져야 시장지향성이 높아진다는 것을 알 수 있었다. 하지만 시장지향성이 고객성과에 미치는 영향에 대해서는 유의한 영향력을 확인할 수 없었으며, 시장지향성은 관계몰입이라는 매개변수를 통해 고객성과에 유의한 영향을 미친다는 점이 밝혀졌다. 현재 우리나라의 국제물류주선업의 시장은 매우 경쟁적이며, 경쟁전략의 대부분이 비용전략이며, 비용전략은 다른 경쟁기업이 고객에게 제공하는 비용에 따라 수시로 바뀌는 실정임을 비추어 볼 때, 국제물류주선업체들은 출혈경쟁을 지양하고, 고객기업과의 신뢰형성과 장기적인 관계유지를 위해 노력을 기울여야 경쟁력이 강화될 것으로 보인다.

• 유통과학연구
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• 제21권3호
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• pp.1-12
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• 2023

Purpose: This study discusses the creative industry phenomenon which has different business characteristics both from resources and production processes to distribution. The study intends to analyze the effect of entrepreneurial orientation and market orientation on business performance by using absorptive capacity as a mediator. Research design, data, and methodology: Using the quantitative method, data were collected from 97 respondents, who are managers or owners of creative industry businesses in Makassar City, South Sulawesi, Indonesia. Data analyzed used Partial Least Square - Structural Equation Model. Results: The results of this study reveal that entrepreneurial orientation has no significant effect on business performance and has indirectly a trough absorptive capacity. Market orientation has a significant effect on business performance and indirectly through absorptive capacity. Another result is that absorptive capacity has a significant effect on business performance. Conclusions: When absorptive capability stresses the assimilation and exploitation of knowledge and market intelligence that has been learned to boost business performance improvements, market orientation and entrepreneurial orientation offer knowledge and experience to business processes including the creation of value distribution in the creative industries.

• 한국산업정보학회논문지
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• 제24권4호
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• pp.53-64
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• 2019

전통적 서비스 산업인 호텔 서비스의 품질 표준화를 극복하기 위해 차별적 서비스의 다양한 시도들이 있어왔다. 하지만 이러한 시도들은 대체적으로 경쟁호텔에 의해 모방되는 단기적 결과만을 양산하곤 했다. 이에 장기적인 경쟁우위를 구축할 서비스 창의성의 중요성이 주목받고 있다. 이에 본 연구에서는 호텔 서비스 종업원의 창의성을 향상시킬 선행요인으로 시장지향성의 역할을 살펴보고 시장지향성(고객지향성, 경쟁자지향성, 기능간 조정성)과 서비스 창의성의 관계를 살펴보았다. 또한, 한국과 일본의 문화적 차이에 의해서 양국의 호텔 서비스 종업원 간에 시장지향성과 서비스 창의성 간에 차이가 발생하는지를 파악하였다. 실증분석결과, 경쟁자지향성과 서비스 창의성 간의 관계는 한국이 일본보다, 기능 간 조정성과 서비스 창의성 간의 관계는 일본이 한국보다 더 강한 것으로 나타났다. 이러한 실증결과를 바탕으로 이론적, 실무적 시사점을 제공하였다.

• 국제지역연구
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• 제13권3호
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• pp.481-500
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• 2009

본 연구는 해외로 진출한 우리나라 고기술/지식집약산업 중소벤처기업의 시장지향성과 해외진출성과간 관계에 있어 기업가정신의 영향력을 탐색해보고자 하는 것이다. 기존연구들에서는 기업가정신이 시장지향성의 선행요인임과 동시에 해외진출성과에 영향을 미치는 중요 요인으로 제시되고 있으나, 본 연구에서는 기업가정신이 시장지향성의 선행요인으로서의 역할이 아니라 시장지향성과 해외진출성과간의 관계에 긍정적인 영향을 미치는 중요한 조절변수로서의 역할을 수행할 것이라 가정하고 연구를 진행하였다. 또한 보다 세부적으로는 기업가정신을 구성하는 3가지 하위요소 각각도 중요한 조절변수로서의 역할을 수행할 것이라는 가설을 설정하여 계층적 회귀분석 모형을 통한 실증분석을 시도하였다. 한국 해외진출 중소벤처기업 217개의 표본을 이용한 실증분석결과, 기업가정신요인은 시장지향성과 해외진출성과간 관계에 유의한 조절효과를 미치고 있는 것으로 나타났으며, 특히 기업가정신의 하위요인 중 혁신성과 진취성에 유의한 조절효과를 보이고 있는 것으로 나타났다.

• 유통과학연구
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• 제12권8호
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• pp.71-82
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• 2014

Purpose - This study is to examine the effect of environmental orientation on innovation, environmental and market performance in Korean franchise firms' context. This study also investigates how environmental orientation, innovation and environmental performance play mediating roles between environmental orientation and market performance. For these purposes, the authors developed a structural model which consists of several constructs. In the model, environmental orientation was proposed to affect innovation and environmental performance, while innovation and environmental performance influence market performance. Specifically, innovation and environmental performance were proposed as core mediators between franchise firms' environmental orientation and market performance. Research design, data, and methodology - The data were collected from 155 franchise firms in Korea during January 2012. The results of factor analysis with reliability test with Cronbach's α warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures of each construct was warranted from the result of correlation analysis. The data were analyzed with reliability analysis, and structural equation modeling with SPSS Win/PC 18.0 and AMOS 18.0. Results - The results of the overall model analysis appeared as follow: χ²=52.388(df=21), p=.000. GFI=.932, AGFI=.854, NFI=.964, CFI=.978, RMSEA=.099, RMR=.059. Since the result of the overall model analysis demonstrated a good fit, we further analyzed our data. The findings can be summarized as follows: Firstly, the environmental orientation had a positive effect on innovation and environmental performance, but had not a direct effect on market performance. Secondly, innovation had a positive effect on environmental performance, but had not a direct effect on market performance. Thirdly, environmental performance had a positive effect on market performance. Conclusions - The results of this study show that, in order to achieve competitive advantages and environmental and market performance in turbulent market situation, franchise firms should emphasize internal and external environmental orientation, and put through improvements in perspective of technology, organization, and product. Consequently, this research suggests that environmental orientation is a motive for franchise companies' innovation, environmental performance, and market performance. It also suggests theoretical and managerial implications, limitations, and further research directions.