외식기업의 경쟁우위 특성이 시장지향성과 수익성에 미치는 영향

• 영문명: The Effect Characteristics of Competitive Advantage of Food Service Corporations Have on Market Orientation and Profitability
• 발행기관: 한국외식경영학회
• 저자명: 오수록(Oh Su Rook)
• 간행물 정보: 『외식경영연구』10권 4호, 199~216쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.12.31

영문 초록

The purpose of this study is to evaluate what effects characteristics of competitive advantage have on creating profitability by improving food service corporations to reflect market orientation. With administrators of food service corporations and middle management with subjects of study, 134 samples were collected and statistically analyzed using SPSS Win 10.1. Results of the study can be summarized as follows. Fist, when differentiation strategy is pursued, cost reduction results because of high market share, and because price advantage strategy can be implemented simultaneously, the higher the competitive advantage, the greater are information creation of market orientation, spread of information, and information reaction. Of the characteristics of competitive advantage, more than low pricing competition, higher cost reduction strategy and differentiation of environment contribute more significantly in changing food service corporation to reflect market orientation. Second, more than strategies that are symmetrical to level of information creation, information spreading, and information reaction of market orientation, when strategies that are implemented simultaneously most significantly influence creation of real profit of food service corporation and information creation contribute most significantly to increase in profitability. Third, it was found that for food service corporations with strong market orientation, rather than price advantage strategies that emphasize internal factors, differentiation strategies that emphasize external factors have the most influence and contribute most significantly in increasing real profit.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과 및 논의

Ⅴ. 결론

참고문헌

키워드

Price advantage Differentiation advantage Market-orientation Profitability