국내 항공기 제조 기업의 시장역량이 시장지향성과 지속가능 경쟁우위에 미치는 영향: 협력업체 유통정보에 초점을 둔 시장지향성의 매개효과 (The Effect of Market Capabilities of Domestic Aircraft Manufacturing Companies on Market Orientation and Sustainable Competitive Advantage: The Mediating Role of Market Orientation Focusing on Distrib)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 27권 / 1호 / 81 ~ 109페이지
· 저자명 : 이현진, 장형유

초록

본 연구는 국내 부산 및 서부 경남에 위치하고 있는 항공기 제조 기업의 시장역량이 시장지향성과 지속가능 경쟁우위에 미치는 영향을 실증적으로 분석하고, 항공기 제조 기업의 시장역량이 지속가능 경쟁우위에 미치는 영향에 있어 시장지향성의 매개효과를 분석하는 것을 목적으로 하였다. 항공기 제조 기업의 시장역량의 하위변수로는 경쟁자지향성, 고객지향성, 정보의 창출, 확산, 대응성을 포함하였다. 표본은 부산과 서부 경남에 위치하고 있는 항공기 제조 대기업과 중소기업 15개사에 종사하는 직원으로 설정하여 총 454명으로부터 설문을 통해 자료를 수집하고, 실증분석을 실시하였다. 분석결과, 항공기 제조 기업의 시장역량 하위변수 5가지 모두 시장지향성에 긍정적인 영향을 미치는 것으로 나타났다. 지속가능 경쟁우위에 대해서는 정보창출을 제외한 하위변수들이 긍정적인 영향을 미치는 것으로 확인 되었다. 또한 항공기 제조 기업의 시장지향성은 지속가능 경쟁우위에 긍정적인 영향을 미치는 것으로 확인되었고, 항공기 제조 기업의 시장역량과 지속가능 경쟁우위의 관계를 매개하는 것으로 확인되었다. 본 연구의 결과는 항공기 제조 기업의 경쟁자지향성, 고객지향성, 정보의 창출, 확산, 대응성과 시장지향성, 그리고 지속가능 경쟁우위의 관계를 확인하였다는 점에서 이론적 시사점을 가진다. 그리고 기업의 시장역량과 시장지향성은 유통전략이나 채널과 관련된 역량과 협력업체의 유통정보에 대한 활동과 관련된다는 점에서 본 연구의 결과는 유통학에 대한 시사점을 가진다. 실무적으로는 국내 항공기 제조 기업이 시장지향성을 달성하고 지속가능 경쟁우위를 확보하기 위해서 조직의 문화적 및 행위적 관점의 시장역량에 관심을 가지고 관리해야 한다는 시사점을 제공한다.

영어초록

The effects of market capabilities and market orientation of organizations have been extensively discussed and empirically examined in the process of explaining sustainable competitive advantage. Previous studies have found the positive effects of market capabilities and market orientation on various organizational outcomes, including sustainable competitive advantage. However, these relationships have not been discussed in one of the most advanced technology industries, the aircraft manufacturing industry. This study aimed to empirically analyze the effect of the market capabilities of aircraft manufacturers located in Busan and western Gyeongsangnam-do in Korea on market orientation and sustainable competitive advantage. In addition, this study examined the mediating effect of market orientation on the relationship between the market capabilities and sustainable competitive advantage.
Based on previous studies on marketing strategy, this study included competitor orientation, customer orientation, intelligence generation, intelligence dissemination, and intelligence responsiveness as sub-variables of the market capabilities of aircraft manufacturers. The data were collected from a total of 454 employees through questionnaires and empirical analyses were conducted. The results of analyzing the validity and reliability of all variables were confirmed to meet the standard.
As a result of the analyses, it was found that all five sub-variables of market capabilities of aircraft manufacturers have a positive effect on market orientation. That is, when the levels of competitor orientation, customer orientation, intelligence generation, intelligence dissemination, and intelligence responsiveness were increased, the level of market orientation was also increased. It was also found that sub-variables of market capabilities except for intelligence generation had a positive effect on sustainable competitive advantage. When the level of competitor orientation, customer orientation, intelligence disseminations, and intelligence responsiveness were increased, the level of sustainable competitive advantage of organizations was also increased. However, it was found that the level of intelligence generation of the organizations had no statistically significant relationship with the level of sustainable competitive advantage of organizations. Finally, it was found that the market orientation of aircraft manufacturers has a positive effect on sustainable competitive advantage, and mediates the relationship between the market capabilities of aircraft manufacturers and sustainable competitive advantage. That is, as the market capabilities of aircraft manufacturers such as competitor orientation, customer orientation, intelligence dissemination, and intelligence responsiveness were increased, the level of market orientation of aircraft manufacturers was also increased, and in turn, the level of sustainable competitive advantage was also increased.
The results of this study have theoretical implications in that they provide evidences the relationship between competitor orientation, customer orientation, intelligence generation, dissemination, and responsiveness, market orientation, and sustainable competitive advantage of aircraft manufacturers. The results of this study are somewhat consistent with those of previous studies which have been conducted in other industries. Therefore, the results of this study contribute to reinforce the role of market capabilities and market orientation in explaining sustainable competitive advantage of companies. In addition, the results of this study have implications for distribution studies in that market capabilities and market orientation of companies are related to the distribution strategy or channel-related competency and the activities on distribution information of the partner companies. The results of this study confirming the effect of market capability and market orientation on a company's sustainable competitive advantage suggest that distribution capability and market-oriented distribution strategy may be able to affect a company's sustainable competitive advantage. In practice, it provides the implication that domestic aircraft manufacturing companies should pay attention to and manage the market capabilities from the organizational culture and behavioral perspectives in order to accomplish market orientation and secure a sustainable competitive advantage. Corporate managers need to prepare various policies and systems in order to create a market-oriented corporate culture, and strive to ensure that the company has the capacity to act in a market-oriented manner. The results of this study also provide practical implications for Busan and western Gyeongsangnam-do, where aircraft manufacturing companies are concentrated. Considering the characteristics of the aircraft manufacturing industry, competition among domestic companies is of course important, but it is even more important to have a competitive edge in international competition. Therefore, it is necessary to create conditions for establishing cooperative relationships among domestic aircraft manufacturers that can secure international competitiveness as well as domestic competition in consideration of the regional characteristics in which aircraft manufacturers are concentrated.

참고자료

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