패션기업의 최고경영자 특성과 마케팅 활동이 경영성과에 미치는 효과

• 영문명: An Effect of CEO Characteristics and Marketing Activities on Management Performance of Fashion Corporate
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 류은정(Eun-Jeong Ryou) 안미강(Mi-Gang Ahn)
• 간행물 정보: 『아태비즈니스연구』제11권 제4호, 103~119쪽, 전체 17쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2020.12.30

영문 초록

Purpose - This study aimed to clarify the effects of CEO characteristics and marketing activities on management performance of fashion corporate by using financial statement. Design/methodology/approach - This study collected a sample of total 170 companies that can obtain the corresponding data among fashion manufacturing companies listed on KOSPI. The data of the financial statements reported from 2011 to 2018 were analyzed. Correlation analysis and multiple regression analysis were conducted. Findings - First, the more the number of CEO and the younger the CEO, the more employee welfare and training expenditures of internal marketing. The age of the CEO had a negative effect on all external marketing activities. The CEO number had a negative effect on sales promotion and advertising expenditures, but a positive effect on entertainment expenditure of external marketing. Second, as a effect of marketing activities on management performance, the welfare and training expenditures of internal marketing and entertainment expenditure of external marketing had a positive effect but sales promotion expenditure of external marketing had a negative effect on management performance. Research implications or Originality - Marketing activities that consider the differentiated factors of fashion corporate are necessary. Also, the objective accounting information can provide practical information for fashion industry.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

CEO Characteristic Fashion Corporate Financial Statement Management Performance Marketing Activity