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중국시장에 진출한 한국 다국적기업의 마케팅 지식이전 결정요인에 관한 실증연구
이장로 ( Jang Rho Lee ),정인식 ( In Sik Jeong ),박지훈 ( Ji Hoon Park ),나우희 ( Woo He Na ) 한국국제경영학회 2006 國際經營硏究 Vol.17 No.3
The research on the successful knowledge transfer across MNE units has been conducting in a constant way. However, the previous literatures more focus on the knowledge transfer between partners in the joint venture or strategic alliances from the point of object of the knowledge transfer, While from the point of view of the attributes of the knowledge, the literature more focuses on the research and development, new product development and business know-how. In this study, therefore, we empirically tried to explore the impact of the antecedents on the marketing knowledge transfer in the context of Korean multinational enterprises` parent and subsidiary setting. Specifically, this study develops an integrated model which includes all factors such as properties of knowledge itself, headquarter, subsidiary and mutual relational between headquarter and subsidiary as determinants of performance of knowledge transfer. The analysis suggests that tacitness of the knowledge, the extent of complexity, and autonomy of subsidiary significantly effect on marketing knowledge transfer in a negative way. On the other hand, the higher degree of knowledge transfer was found when the absorptive capacity of subsidiary and the degree of organizational learning culture inside of headquarter are higher, and when organizational culture is similar between two units. Also, the extent of the mutual trust between two units positively affects the performance of marketing knowledge transfer. In this study, moreover, control variables such as firm size(the higher), kinds of entry mode(the more wholly-owned subsidiary, vis-a-vis, international joint venture) and firms` age(the lesser) significantly effect on performance of marketing knowledge transfer.
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