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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.15 no.8, 2017년, pp.59 - 68
송인암 (대전대학교 경영학과) , 전계식 (대전대학교 경영학과)
본 연구는 창업자 특성이 마케팅 역량에 따른 창업 성과에 관한 연구이다. 창업자 특성, 마케팅 역량, 창업성과에 대한 이론적 고찰을 통하여 이론적 개념을 정립하고 이를 중심으로 창업자 특성과 마케팅 역량과의 관계를 알아보고, 이러한 특성이 창업성과에 어떠한 영향이 있는지에 대한 연구모형 및 연구가설을 설정하여 실증분석을 한 결과 첫째, 창업자 특성은 창업 성과에 영향을 미치는 것으로 확인 되었다. 둘째, 마케팅 역량은 창업성과에 영향을 미치는 것으로 확인 되었으며, 셋째, 창업자 특성은 마케팅 역량에 따라 창업 성과에 영향을 미치는 것으로 확인되었다. 따라서 본 연구는 창업자 특성과 마케팅 역량은 창업 성과에 영향이 있는 것으로 확인 되었으며, 창업자 특성은 마케팅 역량에 따라 창업성과에 영향을 미치는 것으로 확인하였으므로 향후 창업자들에게 성공 창업과 실패확률을 감소시키기 위한 전략적 이론과 시사점을 제공하는데 의의가 있다. 또한 향후에는 업종별, 개인적 특성으로 본 연구를 세분화여 연구를 진행 하고자 한다.
This study is a study on the entrepreneurial characteristics of entrepreneurship by marketing competency. This study examines the relationship between the characteristics of entrepreneurs and their marketing competence, and examines the effects of these characteristics on entrepreneurial performance...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
마케팅이란 무엇인가? | 마케팅은 기업가가 시장의 고객들에게 유통을 수행하는 구체적인 일련의 목적과 경영활동으로, 사회적 문제해결을 위한 방안 제공과 더불어 경제적인 영리 활동을 하는 기업 이외에 비영리 사회적인 조직체들에게도 해당될 수 있으며, 창업 사업체는 자신이 표적으로 하는 고객들의 욕구에 적합한 마케팅 전략을 추구함으로써 사업체의 성과를 향상시킬 수 있는 것이다. 또한 마케팅 활동의 목적은 생산자, 구매자, 소비자들이 원하는 욕구를 충족시켜줌으로써 고객들의 삶을 향상시키고 긍극적으로는 행복을 증진시키는데 있다. | |
창업자 특성은 어떤 요소인가? | Saxe and Weitz(1982)는 창업자의 성과와 창업팀의 다양한 기능 경험들과 창업인의 경력 특성에 대해 실증적 분석을 하였으며[8], 강종구·정형권(2006)의 연구[9]와 경종수·이보형(2010)의 연구에서는 창업자 성공과 창업자 실패에 대해 영향을 주는 요인들을 크게 창업자 특성, 창업자 전략, 운영관리, 사업자 환경으로 나누어서 볼 수 있다고 보았고[10], 황보윤(2009)은 심리적 특성들 중에서도 성취욕구, 위험감수성향, 그리고 모호성에 대한 인내력 등을 중요하다고 보았다[11]. 따라서 창업자 특성은 창업자의 창업 성공에 있어 필수불가결한 요소로, 창업자의 내외적 특성은 성공요인에 밀접한 관계가 있다고 볼 수 있다. | |
창업자 특성은 창업성과에 정(+)의 영향이 있는 것은 무엇을 의미하는가? | 첫째, 창업자 특성은 창업성과에 정(+)의 영향이 있는 것으로 나타났다. 이는 창업자의 심리적 특성과 관리적 특성은 창업 성과인 재무적 비재무적 측면에서 모두 영향이 있는 것으로 성취 욕구, 위험 감수성, 의사소통 능력, 기술적 능력이 높을수록 창업성과가 높은 것을 의미한다. 따라서 창업자는 창업 성과를 높이기 위해서는 스스로 심리적인 것을 강화하고, 관리적 능력을 증대 시켜야 창업 성과가 증대 될 수 있다. |
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