• 무역학회지
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• 제47권1호
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• pp.145-161
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• 2022

For multinational manufacturers, China is an attractive consumer market, but the unique attributes and tastes of Chinese customers present challenges in achieving desired investment performance. In this paper, the influence (mediating function) of consumer-centered market orientation adopted as a strategic means by multinational companies entering China on investment performance was examined utilizing samples collected through questionnaires and statical analysis through structural equation models. This paper, based on value chain and product attributes, divided market orientation into two types: production impacted market orientation and service impacted market orientation. The empirical analysis results of 233 samples showed that, service impacted market orientation with downstream activities and support service (as a variable) has a greater impact on investment performance than production impacted market orientation with upstream activities and product attributes. This indicates to managers that focusing on service impacted market orientation when implementing consumer-centered marketing strategies in the Chinese local market is an efficient/effective localization strategy to increase expected investment performance.

• International Journal of Contents
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• 제8권1호
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• pp.82-87
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• 2012

Organizational improvisation, the convergence of planning and execution, has emerged as an alternative approach to the limitations in strategic planning. Organizational improvisation has a significant impact not only on organizational performance, but also on market orientation, which has emerged as a key issue in the field of technology commercialization. This study investigates both the effect of organizational improvisation on market orientation, as well as the effect of environmental turbulence and time pressure on organizational improvisation. Results show that organizational improvisation has a positive influence on market orientation, with a stronger effect on the diffusion of market information. This is greatly impacted by environmental turbulence and time pressure. As a result, promoting competencies in organizational improvisation at the corporate level is suggested as a significant means to enhance market-oriented organizational innovation.

• 한국항해항만학회지
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• 제42권1호
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• pp.67-78
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• 2018

본 연구는 정기선 해운기업의 고객관계관리의 실제적인 내용을 살펴보고, 이러한 고객관계관리를 촉진시키는 조직의 전반적인 특성들을 고찰하여 조직특성과 고객관계관리와의 관계를 분석하고, 고객관계관리가 조직성과에 미치는 영향에 대하여 실증분석을 실시하였다. 분석결과, 정기선 해운기업의 고객관계관리에 영향을 미치는 조직특성은 시장지향성과 최고경영자의 지원으로 확인되었으며, 고객관계관리는 종업원만족도, 서비스경쟁력 향상, 재무적 성과, 그리고 고객만족도와 재구매의도에 유의한 영향을 미치는 것으로 확인되었다. 본 연구는 정기선 해운기업의 고객관계관리를 전사적 차원에서 조직문화와 관리체계 등의 조직특성들과 연계되어 시행되어야 한다는 것을 제시하였으며, 이러한 조직특성들을 바탕으로 한 고객관계관리 전략이 정기선 해운기업의 조직성과와 고객차원의 만족도 및 재구매의도의 전반적인 경영성과에 영향을 미치게 된다는 것을 실증함으로써, 정기선 해운기업의 고객관계관리를 해운기업 및 고객 관점에서 종합적으로 조사 분석하였다는데 연구의 의의가 있다고 하겠다.