글로벌 시장의 제품전략에 대한 실증 연구An Empirical Study of Product Strategy in International Markets
- Other Titles
- An Empirical Study of Product Strategy in International Markets
- Authors
- 정인식; 초수봉; 김은미
- Issue Date
- 2011
- Publisher
- 한국전략마케팅학회
- Keywords
- 제품전략; 수출기업; 국제시장; 신흥공업국; 한국; Product Strategy; Exporting Firms; International Market; NIEs; Korea; Product Strategy; Exporting Firms; International Market; NIEs; Korea
- Citation
- 마케팅논집(Journal of Marketing Studies), v.19, no.4, pp.113 - 133
- Indexed
- KCI
- Journal Title
- 마케팅논집(Journal of Marketing Studies)
- Volume
- 19
- Number
- 4
- Start Page
- 113
- End Page
- 133
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/113810
- ISSN
- 1229-3180
- Abstract
- Despite of its importance both for developing competitive advantages and enhancing performance outcomes for a firm in international market, the research on product strategy has not received adequate interest in international marketing literature over past decades. From these views, this study addresses two questions: (1) How should exporting firms choose their product strategies? (2) What effects do product strategies have on firm performance? To answer these questions, we examine the relationships among firm characteristics, product strategies and firm performance in Korean context. Based on 203 Korean exporting firms, the empirical findings of the present study suggest that firm characteristics are related to product strategies, which in turn influence firm performance. Understanding the nature of marketing strategies employed by Korean exporters as well as its antecedents and effects may provide a useful reference point for exporters from other newly industrialized economies (NIEs).
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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