해외 시장에서 기업가 지향성과 신제품 성과 간의 관계: 국제 마케팅 역량과 부서별 통합의 조절 효과

초록

This study examines the relationship between entrepreneurial orientation(EO) and new product performance of Korean SMEs. In addition, this study further investigates the moderating effects of international marketing capabilities and functional integration. Based on survey data from 124 Korean Exporting SMEs, the result indicates that entrepreneurial orientation has a positive effect on new product performance. Furthermore, it is found that international marketing capabilities and functional integration work as mechanisms which enhance the positive effect of entrepreneurial orientation on new product performance. The results of the study indicate an importance of entrepreneurial orientation for successful new product outcome.

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