수출성과에 대한 만족도가 마케팅 믹스 전략의 적응화에 미치는 영향

• 영문명: The Influence of the Satisfaction with Exporting Performance on Marketing Strategy Adaptation: An Empirical Study of Antecedents and Mediators
• 발행기관: 한국무역연구원
• 저자명: 김경호(Kyung-Ho Kim) 이호택(Ho-Taek Yi) 허종호(Jong-Ho Huh)
• 간행물 정보: 『무역연구』제9권 제6호, 23~47쪽, 전체 25쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2013.11.30

영문 초록

We propose that the satisfaction with exporting performance can be an antecedent of marketing strategy adaptation. In general, previous research use exporting performance as a dependent variable for testing the effectiveness of marketing strategy. This research suggest that the satisfaction with exporting performance can influence marketing strategy adaptation through three mediators. To verify our research model and hypotheses, we conduct survey and collect 106 data from exporting companies. As a result, findings indicate that the relationship between the satisfaction with exporting performance and marketing strategy adaptation is mediated by tree variables, self-efficacy, commitment to exporting, and overconfidence. In detail, while commitment to exporting is positively related to marketing strategy adaptation, overconfidence has negative relationship with marketing strategy adaptation. Lastly, we discuss theoretical and managerial implications, limitations, and future research directions of this research.

목차

Abstract

Ⅰ. 서론

Ⅱ. 기존문헌 고찰 및 가설의 설정

Ⅲ. 연구모형 및 자료수집

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

Exports Marketing Strategy Standardization Adaptation Satisfaction with Exporting Performance Seif-Efficacy Commitment to Exporting Overconfidence