기업의 글로벌제품관리와 경영성과에 관한 연구 = Study on the Global Product Management and Business Performance

다국어 초록 (Multilingual Abstract)

This paper examined the global product strategy and business performance. Based on the relationship between the similarity for needs and the similarity for usage environment. global product strategy types were classified such as pure standardization, pure localization, promotion localization, and product localization. Quality, global quality, design, product design, brand were used as proxy for similarity for needs. Packaging, product attribute, services, product guarantee, country of origin were used as proxy for similarity for usage environment. Business performance was measured by financial performance, customer satisfaction, and marketing performance.
As broadening operations into overseas markets, korean corporations face difficulties in management due to their neglecting global marketing activities especially in global product management such as service level, product differentiation, product type and products volume and weight. With the trend of high requirements of global product management, products which are adjacent to customers require higher standard of service level. Product differentiation particularly in terms of global product management has an great impact on global marketing activities.
In general, high quality differentiated products are easy to enter global market through direct exporting while low quality differentiated products are easy to be produced domestically and then to be exported. The high quality differentiated products pay less marketing activity costs since the products are not competitively priced. In comparison, the low quality differentiated products pay more marketing costs since the products are competitively priced.
Product type have a great impact on global marketing activities in terms of producing technologies and economy of scale. Products of licensed technologies are easy to enter global market. Products of economies of scale are easy to be produced domestically and then to be exported directly. Product volume and weight have also an great impact on global marketing activities.
In general, high priced products by their large volume and weight are easy to enter global market because of their inherent competitiveness. In comparison, low priced products compared to their volume and weight are more suitable for domestic production because of their lower competitiveness.
Thus, the purpose of this paper is to analyze the relationship between global product management and business performance. The list of this project is provided as follows: the relationship between global product desire similarity and management, the relationship between global product using condition similarity and management and the relationship between global product strategy and management.
Based on the analysis of the one-hundred global marketing cases, the following results were found.
First, the similarity for needs and business performance are significantly influenceable. Second, the similarity for usage environment and business performance are significantly influenceable.
Third, based on the similarity for needs and he similarity for usage environment, typology of global product strategy was drawn. Global product strategy and business performance are significantly different.

국문 초록 (Abstract)

본 연구는 전기전자, 유통, 화학, 기계, 기타 업종에서 국제마케팅 활동을 수행하고 있는 100개의 국내기업들을 대상으로 기업의 글로벌제품관리와 경영성과 간의 관련성을 검증하였다. 글로벌제품관리에 대해서 욕구 유사성은 품질, 글로벌품질, 디자인, 제품설계, 브랜드 등의 제품 특성을 중심으로 측정하였으며, 또한 사용여건의 유사성은 포장, 제품속성, 서비스, 제품보증, 원산지 등의 제품 특성을 중심으로 측정하였다. 경영성과는 재무성과, 고객만족도, 마케팅성과 등을 중심으로 측정되었다. 본 연구의 실증분석결과 다음과 같은 연구결과를 얻었다. 첫째, 기업의 글로벌제품관리에 대한 소비자의 욕구 유사성은 경영성과에 유의한 정의 영향을 미친 것으로 나타났다. 둘째, 기업의 글로벌제품관리에 대한 사용여건의 유사성은 경영성과에 유의한 정의 영향을 미친 것으로 나타났다. 셋째, 기업의 글로벌제품전략은 글로벌제품관리에 대한 소비자의 욕구 유사성과 사용여건의 유사성에 따라서 완전표준화, 완전현지화, 촉진현지화, 제품현지화 전략 등 4개의 글로벌제품전략 유형이 도출되었다. 글로벌제품전략에 따라 경영성과의 유의한 차이가 나타났으며, 특히 글로벌제품전략의 유형 중에서 완전표준화 전략이 경영성과가 가장 높게 나타났으며, 제품현지화 또한 경영성과에 높은 유의적인 차이를 나타냈다

참고문헌 (Reference)

1 이중우, "해외시장 진입에서의 비즈니스 네트워크의 학습과 몰입 -삼성전자의 영국시장 진입" 한국국제경영학회 17 (17): 59-96, 2006

2 송재용, "해외 자회사의 현지화 수준 결정 요인에 관한 연구 - 일본 전자업체의 해외 자회사를 중심으로 -" 한국경영학회 35 (35): 389-411, 2006

3 이철, "자동차 부품산업의 국제경쟁력 요인과 수출성과와의 관계" 한국무역학회 33 (33): 47-72, 2008

4 김세범, "브랜드 글로벌성(Brand Globalness)이 구매의도에 미치는 영향에 관한 연구 - 소비자 자민족중심의 조절효과를 중심으로 -" 한국기업경영학회 13 (13): 221-238, 2006

5 전태유, "마케팅 전략유형과 성과간의 관련성에 관한 연구 - 국내 무역업체를 중심으로 -" 한국기업경영학회 12 (12): 139-153, 2005

6 김신, "글로벌자동차기업의 경영전략에 관한 연구" 한국기업경영학회 14 (14): 65-79, 2007

7 Zenith O., "Western and Markets Continue to Slow, But Surging Developing Markets Proper Healthy World Growth in Ad Expenditure"

8 Fan, Y., "The National Image of Global Brands" 9 (9): 180-192, 2002

9 Li, F., "Multinational Corporations’ Controversial Ad Compaines in China, Advertising and Society Review"

10 Makino, S., "Local Knowledge Transfer and Performance: Implications for Alliance Formation in Asia" 27 (27): 905-927, 1996

11 Alashban, A. A., "International Brand- Name Standardization/Adaptation: Antecedents and Consequences" 10 (10): 22-48, 2002

12 Browning, E. S., "In Pursuit of the Elusive Euroconsumer" 23 : B2-, 1992

13 Wertime, K., "How to Connect with Consumers Using Archetypes, John Wiley and Sons" Hoboken, N. J. 2002

14 Stern, G., "Heinz Aims to Export Taste for Ketchuo" 20 : B1-B9, 1992

15 Lee, R., "Globalization, Language, and Culture" Chelsea House Publishers 2006

16 Keegan, W. J., "Global Marketing Management" Prentice Hall 2002

17 Keegan, W. J., "Global Marketing" Pearson Prentice Hall 2005

18 Leung, P., "Global Failure Modes and Effects Analysis: A Planning Tool for Global Product Development" 1-10, 2005

19 Francis, J. N. P., "Executive Insight: The Impact of Linguistic Differences on International Brand Name Standardization: A Comparison of English and Chinese Brand Names of Fortune-500 Companies" 10 (10): 98-116, 2002

20 Nitsch, D., "Entry Mode and Performance of Japanese FDI in Western Europe" 36 : 27-44, 1996

21 Klink, R. R., "Creating Brand Names With Meaning:The Use of Sounds Symbolism" 11 (11): 5-20, 2000

22 Alon, I., "Chinese Economic Transition and International Marketing Strategy" Praeger Publishers 2003

23 Alon, I., "Branding in China: Global Product Strategy Alternatives" 1-62, 2008

24 Li, F., "Brand Naming in China: Sociolinguistic Implications" 11 (11): 3-18, 2003

25 Weisz, P., "Border Crossings: Brands Unify Image to Counter Cult of Culture" 31 : 24-, 1994

26 Rosecky, R. B., "An Empirical Comparison of Consumer Package Labels of Chinese and World Brand Products Sold in China" 16 (16): 7-33, 2003

27 기획재정부, "2009년도 1/4분기 해외직접투자 동향" 대외경제국 국제경제과 2009