Earticle

현재 위치 Home

제품 표준화 대 적응화(맞춤화) 전략과 글로벌 성과 간의 관계
Relationship between Product Standardization vs. Adaptation (Customization) Strategy and Global Performance

첫 페이지 보기
  • 발행기관
    한국무역통상학회 바로가기
  • 간행물
    무역통상학회지 KCI 등재 바로가기
  • 통권
    제25권 제1호 (2025.02)바로가기
  • 페이지
    pp.249-273
  • 저자
    김영두
  • 언어
    한국어(KOR)
  • URL
    https://www.earticle.net/Article/A463994

※ 원문제공기관과의 협약기간이 종료되어 열람이 제한될 수 있습니다.

원문정보

초록

영어
Product standardization versus adaptation (customization) strategy is a key issue in international marketing strategy. Product standardization versus adaptation strategy is not a concept that is only applicable to international marketing. In other words, standardization versus adaptation is a strategy that can be implemented within a country. Therefore, this study analyzed how companies that conduct business targeting the domestic market only (non-global marketing-performed firm) versus companies with global marketing-performed firms utilize the standardization versus customization strategy, considering the size of the company. And this study analyzed the relationship between product standardization versus adaptation (customization) strategy and global performance using data from STEPI's Korea Enterprise Innovation Survey: Manufacturing in 2022 and 2020. The findings of this study are as follows. First, global marketing-performed companies were found to have relatively higher rate in their marketing product strategies (product standardization or customization strategy) compared to non-global marketing-performed companies. Second, in terms of global marketing product strategy, in general, product customization was found to produce better performance in terms of overseas sales amount than product standardization, but the results were mixed in terms of overseas sales growth rate depending on the time. In terms of overseas sales share, the results were mixed in that standardization was negative and customization was positive. Third, the relationship between international marketing product strategy (standardization versus customization) and global performance (overseas sales amount, overseas sales share, overseas sales growth rate) was partially moderated by company size, and these results seemed to vary depending on the time.

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 설계
Ⅳ. 분석
Ⅴ. 결론
참고문헌

키워드

marketing strategy standardization adaptation(customization) global performance firm size

저자

  • 김영두 [ Young-Doo Kim | 한세대학교 경영학과 부교수 ]

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    한국무역통상학회 [Korea Research Association of International Commerce]
  • 설립연도
    2000
  • 분야
    사회과학>무역학
  • 소개
    국제무역에 관한 학술활동 1. 연구발표회 개최 2. 학술지 간행 3. 산학협동을 위한 조사 연구 4. 국제학술교류 5. 기타 학회 목적에 부합하는 사업

간행물

  • 간행물명
    무역통상학회지 [Journal of Korea Research Association of International Commerce]
  • 간기
    격월간
  • pISSN
    1738-4354
  • 수록기간
    2001~2025
  • 등재여부
    KCI 등재
  • 십진분류
    KDC 326 DDC 380

이 권호 내 다른 논문 / 무역통상학회지 제25권 제1호

    피인용수 : 0건 (자료제공 : 네이버학술정보)

    함께 이용한 논문 이 논문을 다운로드한 분들이 이용한 다른 논문입니다.

      출처 : 네이버학술정보

        0개의 논문이 장바구니에 담겼습니다.

        페이지 저장
        소속기관 조회
        이용자님의 소속기관(단체)이 서비스에 가입되어 있는지 확인해 보십시오.
        기관회원에 소속되어 있는 이용자는 원문을 무료로 이용할 수 있습니다.