This study investigates the moderating effects of location and collaboration factors on the relationship between market orientation and technology orientation of local creators and their managerial performance. The results show that, first, market ori...
This study investigates the moderating effects of location and collaboration factors on the relationship between market orientation and technology orientation of local creators and their managerial performance. The results show that, first, market orientation and technology orientation have a significant effect on managerial performance; second, location accessibility has a significant moderating effect on the relationship between technology orientation and market orientation. Third, location economics has a significant moderating effect on the relationship between technology orientation and managerial performance. Fourth, collaboration has a buffer moderating effect on the relationship between market orientation and managerial performance. Based on the results of this study, in order to establish sustainable policies for local creators who create value with local resources, it is necessary to provide support to respond to changes by providing regular market and technology research and analysis data to secure market competitiveness. In addition, it is necessary to establish a location policy that considers the accessibility and convenience of customers and experts. Finally, collaborative projects between local creators should be promoted as a matter of policy to create new value through the convergence of local resources, and corporate support policies should be established to contribute to the growth of the local economy.