마케팅역량이 마케팅전략 실행 효과성에 미치는 영향: 조직문화의 조절효과

국문 초록 (Abstract)

기업간 경쟁이 치열한 현실에서 마케팅역량을 구축하고 적절한 마케팅전략을 수립, 실행하여 기업의 경쟁력을 강화하는 것은 긴요한 문제이다. 마케팅전략이나 역량이 기업 성과에 미치는 영향에 관한 선행연구가 광범위하게 이루어져 왔지만, 조직문화와 연계하여 마케팅전략 실행 효과성에 미치는 영향에 관한 연구는 다소 미흡한 실정이다.
따라서 본 연구는 마케팅역량과 마케팅전략 실행 효과성 간의 관계를 규명하고, 조직문화에 따라 이들 간의 관계에 어떤 변동이 나타나는지를 밝히고자 이론적 모형과 가설을 제시하고 실증분석하였다. 기존 연구 결과를 토대로 조직문화의 유형은 가족주의적 조직문화, 혁신적 조직문화, 위계질서형 조직문화, 성과지향형 조직문화로 구분하였다. 마케팅역량은 정보, 지식, 자원 등의 기획, 관리와 관련된 기본적 마케팅역량과 가격관리, 제품개발, 유통관리, 마케팅 커뮤니케이션, 판매관리 등 마케팅 믹스를 구체적으로 실행하는 분야별 마케팅역량으로 나누어 분석하였다.
연구 결과, 마케팅역량이 마케팅전략 실행 효과성에 유의한 정(+)의 상관관계를 나타냈다. 특히, 기본적 마케팅역량이 마케팅전략 실행 효과성에 미치는 영향관계에서 혁신적/성과지향형 조직문화가 가족주의적/위계질서형 조직문화보다 마케팅전략 실행 효과가 더 크게 나타났다. 분야별 마케팅역량 중 제품개발 역량은 혁신적 조직문화에서, 판매관리 역량은 성과지향형 조직문화에서 마케팅전략 실행 효과가 가장 크게 나타남으로써 조직문화의 조절효과가 입증되었다.
본 연구는 전국의 중소·중견 제조기업을 대상으로 한 실증분석을 통하여 마케팅역량이 혁신적 조직문화와 성과지향형 조직문화에서 더 높은 마케팅전략 실행 효과성을 나타낼 수 있으며, 궁극적으로 기업성과 제고에 기여한다는 점을 밝혔다는 데 의의가 있다.

다국어 초록 (Multilingual Abstract)

Currently, most corporations face cutthroat competition. Therefore, it is essential to build marketing capabilities, establish and implement appropriate marketing strategies, and consequently strengthen the competitiveness of the company. Although previous studies have been extensively conducted on the impact of marketing strategies or capabilities on corporate performance, findings so far are insufficient to fully understand the effects of marketing capabilities on Marketing Strategy Implementation Effectiveness(MSIE) in connection with organizational culture.
This study examined the correlation between marketing capabilities and Marketing Strategy Implementation Effectiveness, and presented theoretical models and hypotheses while conducting empirical analyses to find out organizational culture’s moderating effect between marketing capabilities and Marketing Strategy Implementation Effectiveness. The study employed variables based on previous studies. The types of organizational culture are categorized into clan organizational cultures, adhocracy organizational cultures, hierarchy organizational cultures, and market organizational cultures. Marketing capability is classified into two capabilities, firstly architectural marketing capabilities planning and the management of information, knowledge, and resources; and secondly specialized marketing capabilities implementing mixes of marketing strategies such as pricing, product development, channel management, marketing communication, and selling.
The findings from the study show that marketing capabilities are positively correlated with Marketing Strategy Implementation Effectiveness. Especially, in the effects of architectural marketing capabilities on Marketing Strategy Implementation Effectiveness, the adhocracy/market organizational culture has a stronger moderating effect than the clan/hierarchy organizational culture. In the effects of specialized marketing capabilities on Marketing Strategy Implementation Effectiveness, when a marketer is capable of product development in an adhocracy organizational culture, the measured effect of Marketing Strategy Implementation Effectiveness is the highest. On the other hand, when a marketer is capable of selling in a market organizational culture, the size of Marketing Strategy Implementation Effectiveness is the highest. Namely, the moderating role of organizational culture is significant.
To sum up, this study is an empirical analysis of small and medium-sized manufacturing companies nationwide and shows that the moderating effect of adhocracy organizational cultures and market organizational cultures between marketing capabilities and Marketing Strategy Implementation Effectiveness is higher than other organizational cultures. Ultimately, it contributes to enhancing corporate performance.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구모형 및 가설
• Ⅳ. 실증분석 결과
• Ⅴ. 논의 및 결론
• 참고문헌
• Abstract

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