IT벤처기업과 은행 간의 전략적 제휴 성공사례 분석 = ㈜베스텍컴과 ㈜하나은행의 전략적 제휴사례를 중심으로

국문 초록 (Abstract)

주식회사 베스텍컴과 주식회사 하나은행(現 하나SK카드)은 2007년 말 전략적 제휴를 체결하고 법인 및 개인사업자를 위한 기업카드인 텍스 리펀드(Tax Refund) 카드(이하 TR카드)를 출시하였다. 이 카드는 사업자의 신용카드 사용분에 대한 매입세액 공제를 극대화 하기 위한 업무를 지원해주는 기능을 갖고 있으며, 이러한 상품력을 극대화 하기 위한 양 사의 효과적인 노력을 통해 시장의 폭발적인 반응을 얻을 수 있었다. 본 연구는 성공보다 실패사례가 훨씬 많은 벤처기업과 금융대기업간의 제휴사례에서 이례적으로 큰 성공을 이룩한 TR카드의 성공원인을 분석한다. 우선 배경지식으로 부가가치세 신고 및 납부와 관련한 현행 세법을 간략하게 살펴 본 후, 양사의 제휴 추진 동기를 생각해 보았다. 다음으로 실무적 관점에서 TR카드의 표적고객군 선정 및 마케팅 믹스를 살펴봄으로써 본 카드가 성공할 수 있었던 가장 직접적이고 직관적인 이유를 생각해 보고 전략적 제휴와 관련된 주요 이론들인 거래비용이론, 자원기반관점, 그리고 사회교환이론의 관점에서 양사의 노력과 성공요인들을 다시 조명해 봄으로써 실무적, 이론적 관점에서 종합적이고 입체적인 분석을 시도하였다. 이러한 과정을 통해 전략적 제휴를 공부하는 학생들은 경영현장의 사례 및 이와 관련된 이론을 동시에 접하고 이해할 수 있는 기회를 제공받을 것이며, 동시에 무수히 많은 성공과 실패가 공존하는 기업 간의 협력 및 계약과 관련된 업무를 수행하는 실무 담당자들도 적지 않은 시사점을 얻게 될 것으로 기대한다.

다국어 초록 (Multilingual Abstract)

This study covers a successful strategic alliance case by Bestechcom, a venture business and Hanabank, one of major finance firm in Korea. They have released a innovative financial product named ‘Tax Refund Card’ after making an alliance contract in December, 2007. The corporate credit card which supports the tasks related to VAT payment of firms got the explosive response by users, since it reduces the work load of the person in charge of accounting and offers tax advantage at the same time. Because it is not commonplace to witness a successful collaboration by a small venture company and a large firm, this case has a special value as a research subject. The main purpose of the study is to investigate the factors that have led the alliance to a success, and first I summarize their marketing efforts and analyze them in accordance with marketing mix (4P`s) framework. Then I review their efforts in detail and apply them to several theories related to strategic alliance to present the comprehensive and synthetic understanding about the factors which contribute to the excellent performance by both companies. The study will be especially beneficial for both students interested in strategic alliance and managers in the field of interorganizational businesses.

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