과거 수출성과가 중소기업의 수출몰입, 전략 및 경쟁우위에 미치는 영향

초록

The study explains the mediating effect of commitment to exporting and type of adaptation strategy between past export outcome and competitive advantage. In this study, past export performance was considered as an antecedent of commitment to exporting and adaptation strategy was investigated as a mediating variables between commitment to exporting and competitive advantage in a structural model. Hypotheses were derived from export market literature and qualitative interviews and empirical analysis were conducted on a sample of 613 global exporting companies. First, the past three-year export performance and satisfaction as a prior indicator have a positive impact on the export commitment of top management. Second, the export commitment of top management has a positive impact on adaptation strategies. Third, although the product adaptation capacity has a positive impact on strategic advantage, market adaptation capacity does not show an effect on the strategic advantage. The results imply that the reason why small business firms fail to survive in the overseas market is due to the lack of capacity to adapt to the market.

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