다국적기업의 글로벌제품요인과 마케팅성과에 관한 연구

• 영문명: A Study on the Global Product Factors and Marketing Performance in Multinational Companies
• 발행기관: 한국무역연구원
• 저자명: 이우채(Woo-Chae Lee)
• 간행물 정보: 『무역연구』제6권 제1호, 249~264쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2010.03.30

영문 초록

This paper examined the the global product factors and marketing performance of multinational companies. The quality, design, brand, packaging, product characteristics, and service were as proxy for the global product factor. product management, price management, place management, promotion management were as proxy for the marketing performance. Based on the analysis of one hundred twenty cases, the following results were found. First, global product factors of industry goods have a positively significant influence on their marketing performance of product and place management. Second, global product factors of consumer goods have a positively significant influence on their marketing performance of price and promotion management. Third, global product factors of industry and consumer goods have a positively significant influence on their marketing performance of price and promotion management.

목차

Abstract

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 가설설정

Ⅳ. 실증분석 결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

multinational company global product factors marketing performance