Earticle

초록

영어

The objective of this study is to propose a contingency model which examines the moderating role of national culture in explaining how marketing alliance orientation influences marketing alliance sustain capability, which leads to marketing alliance performance. In order to test the hypothesized relationships in the contingency model of national culture, we collected 284 data from South Korea and Japan. Based on structural equation modeling approach, we found that (1) marketing alliance orientation that reflects as intangible corporate asset has a positive impact on marketing alliance sustain capability, and that (2) marketing alliance sustain capability has a positive impact on marketing alliance performance, and that (3) national culture reflected by uncertainty avoidance and individualism has a proposed moderating role in some cases. Thus, this study confirmed the importance of the role of national culture on the marketing alliance sustain capability-marketing alliance performance. The managerial and theoretical implications will be discussed.

목차

Ⅰ. 서론
 Ⅱ. 이론적 배경
  2.1 마케팅 제휴상황에서의 문화적 가치
  2.2 마케팅 제휴역량
 Ⅲ. 가설의 설정
  3.1 마케팅 제휴지향성과 마케팅 제휴유지역량과의 관계
  3.2 마케팅 제휴유지역량과 마케팅 제휴성과와의 관계
  3.3 마케팅 제휴유지역량과 마케팅 제휴성과와의 관계에 있어 문화적 요인의 조절적 역할
 Ⅳ. 실증분석
  4.1 표본과 자료수집과정
  4.2 측정문항
  4.3 신뢰성과 타당성 분석
  4.4 가설검증 결과
 V. 결론 및 제언
  5.1 요약과 시사점
  5.2 연구의 한계점 및 미래 연구 방향
 참고문헌
 논문초록

키워드

저자

• 강성호 [ Kang, Seongho | 연세대학교 경영연구소 전문연구원 ] 제1저자
• 김완민 [ Kim, Wan-Min | 부경대학교 경영대학 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  동북아 문화연구 [Journal of North-east Asian Cultures]

• 간기

  계간

• pISSN

  1598-3692

• 수록기간

  2001~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 910 DDC 950