초록
Most studies on the factors to decide export performance have been examining therelationship between export marketing strategies and export performance so far. However, thestudies on export marketing strategy implementation effectiveness having an impact on exportperformance and the studies on manager's qualities and capabilities affecting exportmarketing strategy implementation effectiveness have hardly been conducted.positively affects strategic performance and financial performance. Among the three exportmarketing capabilities, the export marketing program capabilities and manager's qualitiesand capabilities positively affect export marketing strategy implementation effectiveness,respectively. Export marketing strategy formation capabilities, however, do not have astatistically significant impact on export marketing strategy implementation effectiveness. To enhance export performance, the strategy implementation should be kept in mind fromthe export marketing strategy formation process. Also, the consolidation of export marketingprogram capabilities and manager's qualities and capabilities that affect export marketingstrategy implementation effectiveness should be promoted. Furthermore, efficient resourcesdistribution and its implementation should be carried out in the export marketing strategyimplementation process. This study aims to present effective export enhancing measures through empirical studythat targeted Korean exporters, after building a study model on the relationship among theexport marketing capabilities, export marketing strategy implementation effectiveness andexport performance of Korean export firms. This paper actually classified export marketingcapabilities into export marketing strategy formation capabilities, export marketing programcapabilities and manager's qualities and capabilities implementing the export marketingstrategy. This paper delves into these factors' impacts on export marketing strategyimplementation effectiveness, and on what impacts such implementation effectiveness has onexport performance. According to the hypothesis verification results, strategic performance has positive impactson financial performance, and export marketing strategy implementation effectiveness also positively affects strategic performance and financial performance. Among the three export marketing capabilities, the export marketing program capabilities and manager's qualities and capabilities positively affect export marketing strategy implementation effectiveness, respectively. Export marketing strategy formation capabilities, however, do not have a statistically significant impact on export marketing strategy implementation effectiveness. To enhance export performance, the strategy implementation should be kept in mind from the export marketing strategy formation process. Also, the consolidation of export marketing program capabilities and manager's qualities and capabilities that affect export marketing strategy implementation effectiveness should be promoted. Furthermore, efficient resources distribution and its implementation should be carried out in the export marketing strategy implementation process.
키워드
export marketing capabilities, export marketing strategy implementation effectiveness, export performance
참고문헌(70)
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