Earticle

본 연구는 2005∼2011년까지 7년 동안 한국거래소에 상장된 비금융기업을 대상으로 경영자소유지분이 부채만기와 대리인비용에 미치는 영향을 검증한다. 이는 경영자소유지분이 감소할수록 외부 이해관계자들로부터의 빈번한 모니터링을 회피하기 위해 장기부채를 선호할 것이라는 가설을 검증하기 위한 것이다. 특히 본 연구는 경영자소유지분과 부채만기 사이의 관계는 기업의 소유와 경영의 분리 여부에 따라 다를 것이라는 가설을 검증한다. 이는 전문경영자기업이 다수를 차지하고 있는 미국과 달리 소유경영자기업이 많은 한국기업의 소유구조를 반영하기 위함이다. 실증분석을 통해서 소유경영자기업에서는 경영자소유지분과 단기부채비중 사이에 뚜렷한 관계가 존재하지 않지만 전문경영자기업에서는 경영자소유지분과 단기부채비중 사이에 유의한 양(+)의 상관관계가 존재함을 발견하였다. 이러한 결과는 전문경영자기업의 경우 경영자소유지분이 높아질수록 대리인 비용이 감소하여 단기부채비중이 증가하게 될 가능성이 높음을 시사한다. 또한 앞의 결과에 대한 강건성 분석 차원에서 경영자소유지분과 대리인비용 사이의 관계도 검증한다. 그 결과 소유경영자기업에서는 경영자소유지분이 높을수록 대리인비용이 뚜렷하게 증가하는 반면, 전문경영자기업에서는 경영자소유지분이 높을수록 대리인비용이 감소하는 증거를 발견하였다. 따라서 미국시장과 마찬가지로 국내 시장에서도 경영자소유지분이 증가할수록 단기부채 사용이 높아지며 이러한 패턴은 소유경영자기업보다는 전문경영자기업에서 보다 뚜렷한 현상이라고 할 수 있다

This study extends Data et al.’s (2005) study by rigorously examining the relation between managerial stock ownership and corporate debt maturity decisions. Datta et al. (205) reason that as managerial ownership declines, there will be less alignment of interests between managers and shareholders. They also reason that, in this situation, managers choose a smaller proportion of short-term debt since issuing short-term debt leads to frequent monitoring from stakeholders. In their study, Datta et al. (2005) show that the higher the managerial ownership, the larger the proportion of short-term debt. This study hypothesizes that the impact of managerial ownership on corporate debt maturity varies between agent-led and owner- controlled firms. Specifically, we test whether, for agent-led firms, as managerial ownership increases, the alignment of interests with shareholders increases, increasing the proportion of short-term debt. In contrast, we also test whether, for owner-controlled firms, there is an inverse relation between managerial ownership and the proportion of short-term debt. This study contributes to the literature on corporate debt maturity from the perspective of ownership structure. This study also extends Datta et al.’s (2005) study by reexamining the relation between managerial ownership and corporate debt maturity in the different types of ownership structure. This study also hypothesizes that the impact of managerial ownership on agency costs varies between agent-led and owner- controlled firms. We predict that, for agent-led firms, as managerial ownership increases, the alignment of interest between managers and external shareholders due to a larger proportion of short-term debt increases, decreasing agency costs. In contrast, we predict that, for owner-controlled firms, as managerial ownership increases, the alignment of interest between managers and external shareholders due to a smaller proportion of short-term debt become lower, increasing agency costs. Datta et al. (2005) argue that as managerial ownership increases, managers choose the larger proportion of short-term debt, thereby increasing an alignment of interest between managers and external shareholders. They do not, however, provide evidence on the relation between managerial ownership and agency costs. Furthermore, we complement Datta et al.’s (2005) study by considering agency costs in the determination of corporate debt maturity. Using the sample of non-financial firms listed on the Korean Exchanges (KRX) between 2005 and 2011, this study examines the relation between managerial ownership and corporate debt maturity. Specifically, this study investigates the role of managerial ownership in the debt maturity decisions using a pooled OLS regression controlling for leverage, asset maturity, growth opportunities, the investment-grade dummy, abnormal earnings, stock volatility, firm size, and regulation industry dummy. For the entire sample firms, we find an insignificant relation between managerial ownership and the proportion of short-term debt. We also find that, for the subsample of owner-controlled firms, managerial ownership is insignificantly related to the proportion of short-term debt, while, for the subsample of agent-led firms, the relation is a positive and significant. Notably, for the subsample of agent-led firms, the proportion of short-term debt increases by about 8.48% as managerial ownership increase from median to 95 percentile. The increased managerial ownership is not only important statistically, but has also economical significance. Furthermore, regarding the relation between managerial ownership and agency costs, we find consistent results with previous findings. This study uses the inverse of expense ratios and asset turnover ratios as proxy for agency costs. We expect that if managerial ownership increases and thus agency costs declines, the coefficient on managerial ownership will be negative. In regression models using the entire sample firms, we find that as managerial ownership becomes higher, agency costs increase. For the subsample of owner-controlled firms, there is a positive and significant relation between managerial ownership and expense ratios. In contrast, for the subsample of agent-led firms, we find a negative and significant relation between managerial ownership and expense ratios, indicating that as managerial ownership increases, agency costs decline. In addition, the results of regressions using the inverse of asset turnover ratios are consistent with previous findings.

본 논문에서는 기업의 사회적 책임이 고객충성도에 미치는 영향을 분석하였다. 이 과정에서 기업의 사회적 책임의 진정성을 파악하기 위해 기업의 신뢰도와 평판도를 매개변수로 활용하였다. 또한 기업의 사회적 책임에 대한 지각은 소비자의 개인적 특성을 반영하기 때문에 소비자의 윤리적 의식 수준을 조절변수로 활용하였다. 국내 대학생 소비자 670명을 대상으로 분석한 결과 몇 가지 의미 있는 결과를 확인할 수 있었다. 첫째, 기업의 사회적 책임이 소비자의 기업 신뢰도 및 평판도 형성에 긍정적인 영향을 미치는 것으로 확인되었다. 둘째, 기업 신뢰도 및 평판도는 고객충성도에 긍정적인 영향을 미치는 것으로 나타났으나, 신뢰도만 통계적으로 유의하고 평판도는 유의하지 못한 것으로 나타났다. 이는 기업 평판도는 사회적 책임을 통해서도 형성되지만 제품의 혁신성이나 품질을 통해서도 이루어지기 때문인 것으로 풀이된다. 셋째, 기업의 사회적 책임이 기업에 대한 신뢰도와 평판도 및 고객충성도에 미치는 영향에 있어 소비자의 윤리적 의식 수준의 조절효과는 전반적으로 통계적으로 유의하지 않은 것으로 나타났다. 이는 소비자의 윤리적 의식이 높더라도 기업에 대한 지지 및 구매행동으로 연결되지 않기 때문인 것으로 풀이된다. 본 연구결과는 마케팅 측면에서 기업의 사회적 책임에 대한 의미 있는 시사점을 제공해줄 것으로 기대된다.

This study analyzed the effects of corporate social responsibility(CSR) on corporate trust, reputation and customer royalty. In this process, the moderating effect of consumer ethical consciousness was tested. Based upon the analysis of six hundred seventy college students, the following results were founded. First, it was shown that CSR has positive influences on corporate trust and reputation. Second, both corporate trust and reputation have positive influences on customer royalty. But the effect of reputation was not statistically significant. The reason is that corporate reputation is constructed by not only CSR but also corporate innovativeness and product quality. Third, among the relationships of CSR, corporate trust, reputation, and customer royalty, the moderating effects of consumer ethical consciousness was not statistically significant. It seems that consumer ethical consciousness does not play an important roles in the recognition of CSR and in the decision of purchasing products. These results provide significant implication for CSR in marketing view.

본 연구의 주목적은 제조업체의 마케팅 정책과 제조업체에 소속되어 대리점을 관리하는 영업사원의 자문적 영업 활동 및 사회적 혜택 제공 활동이 대리점주의 만족도에 어떻게 영향을 미치고 있는지를 분석하는데 있다. 실증분석을 위해 대리점주 290명을 대상으로 설문조사를 실시하였다. 분석결과, 제조업체의 마케팅 정책(제품차원정책, 가격차원정책, 판촉차원정책) 중 ‘판촉차원정책’이 ‘지각된 제조업체의 지원’을 높이는 것으로 나타났으며, 영업사원의 ‘사회적 혜택 제공 활동’과 자문적 영업 활동(니즈파악, 가치제안, 회사자원동원) 중 ‘가치제안’ 활동이 ‘지각된 영업사원의 지원’을 높이는 것으로 나타났다. 더불어 대리점의 ‘지각된 영업사원의 지원’이 '지각된 제조업체 지원'을 증가시키는 것으로 밝혀졌다. ‘지각된 제조업체의 지원’과 ‘지각된 영업사원의 지원’은 대리점주의 ‘만족도’를 증가시키는 요인으로 밝혀졌으며, 마지막으로 대리점주의 ‘만족도’는 제조업체에 대한 대리점주의 ‘관계지속의도’를 높이는 것으로 나타났다.

The present study examines how manufacturer's marketing strategies (product, price, and promotion) and salespeople's consultative selling and social benefit affect dealer’s satisfaction. While previous researches have studied the impact of salespeople's product knowledge, social interaction, information exchange, promises, etc. on dealer’s satisfaction and sales willingness, much less is known about the taxonomy of salespeople's activities. As will be theoretically developed below, our research divides salespeople activities into consultative selling (identification of customized customer needs, creative value proposition, proactive mobilization of company resources) and social benefit activity. Moreover it is investigated that how relationship between value proposition activity of salespeople and dealer satisfaction is changed according to the dealer's sales career. To verify our assertions we used data collected from the 290 dealers. We employed structural equation modeling(SEM) to measure the reliability, validity, and all hypothesized main effects in Mplus7.0 of data to test the research model. The fit statistics of confirmatory factor analysis for the measurement model were as follows: χ2(953)=1903.859(p<.01), CFI=.874, TLI=.864, RMSEA=.059. All these are well within the acceptable range. To ensure the internal consistency of the measurement items, each was evaluated using item-to-total correlation method before actual analysis. Cronbach's alpha of each construct was over 0.837. The overall fit of model is acceptable, χ2(1050)=2150.882(p<.01), CFI=0.862, TLI=0.851, RMSEA=0.060. And the result show that the manufacture's product strategy did not have a significant effect on the perceived manufacture's support, not supporting hypothesis 1-1 ((β= -.015, t= -.213, p < .832). the manufacture's supply price did not have a significant effect on the perceied manufacture's support, not supporting hypothesis 1-2 (β= .066, t= 1.087, p < .277). the manufacture's promotion strategy had a positive significant effect on the perceived manufacture's support, supporting hypothesis 1-3 (β= .518, t= 8.015, p < .000). And we found that the salesperson's identification of customized customer needs (hypothesis 2-1, β= .152, t= 1.191, p < .234), proactive mobilization of company resources (hypothesis 2-3, β= -.070, t= -.651, p < .5115) had no significant on the perceived salesperson's support, but the salesperson's creative value proposition had a positive effect on the perceived salesperson's support (hypothesis 2-2, β= .294, t= 2.364, p < .018). We found the effect of the salesperson's social benefit to be a significant predictor of the perceived salesperson's support, supporting hypothesis 3 (β= .344, t= 3.260, p < .01). Moreover The effect for the perceived salesperson's support had a positive effect on the perceied manufacture's support, suppoting hypothesis 4 (β= .431, t= 6.794, p < .000). The perceived manufacture's support and perceived salesperson's support positively increase dealer's satisfaction, suppoting hypothesis 5-1 (β= .454, t= 7.178, p < .000) and hypothesis 5-2 (β= .298, t= 4.282, p < .000). Finally, Dealer's satisfaction positively increases relationship continuation intention, supporting hypothesis 6 (β= .654, t= 19.822, p < .000). The theoretical and managerial implications and the limitation were briefly discussed.

본 연구는 유형별로 구분한 기업지배구조의 건전성이 기업의 사회공헌활동의 유형에 영향을 미치는가에 대해 실증적으로 분석하였다. 사회공헌활동에 대한 기존의 연구는 사회공헌활동이 기업의 가치에 미치는 영향에 관한 연구와 사회공헌활동을 유발하는 요인에 관한 연구로 크게 분류할 수 있다. 본 연구는 먼저 사회공헌활동의 유형을 분류하여 각 유형의 활동 동기에 대한 연구를 수행하였다. 먼저 사회공헌활동의 유형을 조직적 사회공헌활동과 자발적 사회공헌활동으로 구분하고 사회공헌활동을 유발하는 요인으로 기업지배구조를 주주권리보호의 적정성과 외부정보공시의 적정성으로 구분하여 그 연관성에 대해 조사하였다. 이를 위해 한국기업지배구조원이 발표하는 한국 기업의 기업지배구조의 건전성 지표 중 주주권리보호와 공시의 적정성에 대한 지표를 이용하고, 전국경제인연합회에서 발행하는 사회공헌백서 자료에서 한국 기업의 사회공헌활동을 조직적 사회공헌활동과 자발적 사회공헌활동 변수로 분류하여 이용하였으며, 한국상장회사협의회 데이터와 한국표준산업분류표 등으로부터 사회공헌활동의 형태에 영향을 미칠 수 있는 여러 요인들을 수집하여 통제변수들로 이용하였다. 2009년-2012년 사회공헌활동을 수행한 236개 상장기업을 대상으로 분석한 결과 주주권리보호의 적정성은 조직적 사회공헌활동에 유의한 정(+)의 영향을 미치고 공시의 적정성은 자발적 사회공헌에 유의한 정(+)의 영향을 미치는 것을 발견하였다. 본 연구의 결과는 기업지배구조와 관련된 상이한 이해관계자는 기업의 경영자가 조직적 및 자발적 사회공헌활동을 수행하는 형태에 차별적 영향력을 갖는다는 것을 시사한다.

This study empirically analyzed if the soundness of corporate governance affects the type of Korean firms' corporate social responsibility(CSR) activities. Previous research on CSR activities has primarily focused on either the impact of CSR activities on firm value or the prerequisites of CSR activities. Especially on the second point, prior research has made predictions on what characteristics lead a firm to perform CSR activities. For example, Barnea and Rubin(2010), Bartkus(2002), and Coffey and Wang(1998) mentioned that internal statkeholders may have impacts on the level of CSR activities. In addition, Oh et al.(2011) found differential impacts of internal stakeholders and external stakeholders on a firm’s CSR activities. Following this research, this study categorized CSR activities into two broad groups and investigated if different groups have different prerequisites. To do this, this study first identified two groups of CSR activities, organizational and voluntary activities. Also this study identified two prerequisites related to firms’ governance structure, which are stockholder right protection scores and information discloser scores. We then tried to find any relationship between the scores of a firm’s governance structure and the firms’ choice of a type of CSR activity. We collected data for firms’ CSR activities from The Federation of Korean Industries Corporate Social Responsibility White Paper during 2009-2012, data for firms’ governance structural soundness scores from the Korea Corporate Governance Service, and data for firms’ financial status from Korea Listed Companies Association. Also we used Korea Standard Industrial Classification Tables to control industry effects. Based on 236 public firms that performed CSR activities during 2009-2012, we found that stockholder rights protection score is associated with organizational CSR activities, while information discloser score is associated with voluntary CSR activities. As a result, we found that different stakeholders have different impacts on a firm’s SCR activities. Stockholders may have more strategic purposes on the firm’s CSR activities which involve organization-basis formal planing processes. On the other hand, when a firm is active to disclose it’s information to outside, voluntary CSR activities could be more important to show that the firms is behaving as a citizen in the society. The implications and suggestions are as follows. First, we used governance structure scores and CSR data to see the relationship between the two. Since governance may have broad impact on a firm’s activities in various ways, it could be interesting to see if other types of activities, such as innovation or globalization, could be affected by governance structure. Second, this study categorized CSR activities into two groups, organizational and voluntary activities, but other types of activities could be found if data is allowed. If so, we can have better picture on how firms to contribute to the society. Third, this study focused on the function of information disclosure in terms of CSR activities. It is suggested that the impact of information closure of the firm could be another interesting research topic.

전 세계적으로 비정규직 근로자는 1980년대 이후 증가해 왔으며, 우리나라의 경우 1997년 외환위기 이후 급속히 증가하였다. 이에 따라 비정규직 근로자에 대한 관심이 커지고 있는데 현재까지 수행된 연구들은 주로 개인을 대상으로 정규직과 비정규직이 조직 몰입이나 직무 만족 등에 어떠한 차이를 보이고 있는지에 대해 살펴보고 있다. 이 중 조직 몰입은 구성원의 결근, 이직, 성과 등에 영향을 미치는 중요한 변수로 관심이 되어 왔다. 따라서 본 연구에서는 최근 사회적으로 관심을 받고 있는 비정규직 문제에 초점을 맞추면서 조직 공정성 지각이 고용 형태(정규직 근로자와 비정규직 근로자)와 정서적 몰입의 관계를 조절하는 지를 실증적으로 검정하고자 하였다. 이러한 조직 공정성의 조절 효과를 살펴보기 위해 조직 공정성 이론(organizational justice theory)과 사회교환이론(social exchange theory)을 적용하여 조직 공정성 지각이 미치는 영향이 정규직 근로자 보다 비정규직 근로자에게 더 클 것이라는 가설을 도출하였다. 가설검정을 위해 근로자 347명이 응답한 설문자료를 활용하여 실증 분석을 실시하였다. 분석 결과, 비정규직 근로자의 정서적 몰입은 정규직 근로자 보다 높은 것으로 나타났다. 또한, 고용 형태와 정서적 몰입의 관계는 절차 공정성에 의해서는 조절되는 것으로 나타났으나 분배 공정성의 조절 효과는 통계적으로 유의하지 않게 나타났다. 본 연구 결과는 고용 형태, 조직 공정성 지각, 정서적 몰입과 같은 직무태도의 관계에 이론적인 시사점을 제공할 뿐만 아니라, 기업의 입장에서 향후 비정규직의 효과적인 활용과 관리방안에 대한 실무적인 시사점을 제공하겠다

This study focused on the contingent workers‘ problem that has drawn attention from the society recently. The number of contingent workers has increased rapidly since International Monetary Fund (IMF). As of March 2015, contingent workers comprise of 32.0% of the workforce. A plethora of studies on the behavior of the contingent workers have been conducted with the rising concerns about contingent workers. Most studies investigate the difference in output variables such as organizational commitment and job satisfaction between regular and contingent workers. Of these, organizational commitment has been one of the most important variable that affects the workers’ behavior such as absenteeism, turnover, employee’s performance. This study aims to investigate moderation effects of organization justice on the relationship between employment type and affective commitment. It is based on organization justice theory. Specifically, this study investigates the moderating effect of distributive justice and procedural justice building upon organization justice theory and social exchange theory. This study predicts that the effect of organizational justice perceptions on the organizational commitment of contingent workers is greater than that of regular workers. In order to test study hypotheses, a survey was conducted by distributing questionnaire to 500 workers in 50 companies. 347 workers participated in the survey and their responses were included for the final empirical analysis. The results of hierarchical regression analysis showed that affective commitment of contingent workers was higher than the affective commitment of regular workers. And distributive justice did not a significant moderation effect on the relationship between employment type and affective commitment. However, procedural justice had a significant moderating effect on the relationship between employment type and affective commitment. The results of this study provide theoretical implications for understanding the moderating role of organizational justice perceptions on the relationship between employment type and affective commitment. Also, it provides that contingent workers do not always have a negative attitude to the organization than regular workers. Further studies are required to address the issues on the inconsistent results between employment type and organizational commitment. And we will need to research on organizational citizenship behavior, burnout, turnover intention In addition, this study offers practical implications to organizations regarding how to manage contingent workers more effectively.

본 연구는 중국 중장년 소비자의 실버타운에 대한 태도와 주관적 규범이 거주의도에 미치는 영향요인을 분석하였다. 서비스 품질, 지각된 가치, 노인의 공동체 의식, 주관적 안녕감 및 자기 효능감을 거주태도에 영향을 주는 선행변수로 설정하여 인과관계와 태도와 주관적 규범과 거주의도간의 관계에서 노인의 자아존중감과 고독감의 조절효과 및 TRA모형을 적용하여 중장년 소비자의 거주태도가 거주의도에 미치는 영향을 살펴보았다. 본 연구는 50세 이상의 중국 노년층 소비자를 연구대상으로 하였고 2014년 8월 1일부터 30일까지 30일 동안에 총 350부를 중국에서 배포하여 320부 중 9부를 제외하고, 311부를 최종 분석 자료로 활용하였다. 기술통계 분석을 통하여 표본의 특성을 파악한 후, 변수의 타당성 및 신뢰성을 검증하였으며, PLS(Partial Least Square)을 통해 연구 가설을 검증하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 실버타운의 서비스품질, 노인의 공동체의식, 주관적 안녕감 및 자기효능감은 실버타운 거주태도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 지각된 가치는 실버타운 거주태도에 대해 유의한 영향을 미치지 않았다. 셋째, 거주태도와 주관적 규범은 실버타운 거주의도에 유의한 영향을 미쳤다. 넷째, 노인의 자아존중감은 주관적 규범과 거주의도에 간의 관계에서 조절적 역할을 하는 것으로 나타났다. 다섯째, 노인의 고독감은 실버타운 거주태도와 거주의도 간의 관계에서 조절적 역할을 하는 것으로 나타났다. 본 연구 의의는 실버타운 거주태도에 대한 영향을 미치는 노인의 심리적변수를 제시한 점이며, 특히, 거주태도와 주관적 규범이 실버타운 거주의도 간의 관계에서 노인의 자아존중감과 고독감의 조절효과를 을 분석한 것이다. 중국 노인의 실버타운 거주선택요인을 분석하여 실버타운 운영자에게 실무적 시사점을 제공하였다는 데 의의가 있다.

This research analyzed factors that affect the attitude and subjective norms of residential intension for Chinese elderly consumers in the silvertown. It examined the human relationships as well as establishing following leading variables (the quality of service, perceived values, elderly people's community spirit, psychological well-being and self efficacy) which affect the residential intension. This study also examined the control effect of self-esteem and loneliness within the relationship between the attitude, the subjective norms and the residential intension. Furthermore, the study scrutinized how the residential attitude of elderly consumers influenced the purpose of dwelling by implementing TRA model. The sample population of this study is Chinese elderly consumers, aged over 50. The questionnaires were distributed and collected within this sample population. 320 out of 350 questionnaires were collected in China from 1st of Aug to 31st of August, 2014. Among those collected, 9 undependable and completed by under 50 years old were excluded from the sample and remaining 311 questionnaires were utilized as data of the final analyzing. After the characteristics of sample were examined through the analysis of descriptive statistics, the validity and the reliability of variables were demonstrated. In addition, PLS(Partial least square) were used to test the hypotheses. The main results of this study are as follows; Firstly, the quality of service, perceived values, elderly people's community spirit, psychological well-being and self efficacy have meaningful influences on the residential attitude. Secondly, perceived values do not possess the significant impact on the residential attitude of silvertown. Thirdly, the residential attitude and subjective norms contain the important effect on the residential attitude of silvertown. Fourthly, it is shown that elderly people's self esteem takes a regulatory role within the relationship between the subjective norms and the residential intension. Lastly, loneliness of elderly has a regulatory effect within the relationship between residential attitudes and intensions. This research has a theoretical significance since it demonstrated the psychological variables of elderly which affect the attitude of silvertown residents. Specifically, it has analyzed the regulatory effect of the elderly people's self esteem and their loneliness within the relationship between resident's attitude, subjective norms and residential intensions. In consequence, this study is significant in the light of the fact that it shows the practical implications to silvertown operators by analyzing silvertown residential selection factors of Chinese elderly people.

본 연구는 기존연구의 잘못된 주장 - 계층분석과정(Analytic Hierarchy Process: AHP)은 그 적용과정에서 무차별 기준(대안간 차이가 없는 기준)의 추가/삭제로 인하여 대안들간 기존 순위의 변경(순위 역전 현상)이 발생하는 문제점이 있음 – 을 바로 잡는데 그 목적이 있다. 이는 결과적으로 대안평가에서 기준의 중요도와 기준에 따른 각 대안의 성과를 종합하는 과정에서 잘못된 결론에 도달하는 사태를 피하고자 함이다. 본 연구의 논리 전개는 AHP 공리에 그 기초를 두고 있는데 관련된 공리는 첫째, 올바른 결과를 기대하기 위해서는 관련된 사항들이 모두 고려되어야 한다는 점(고려사항의 완전성)과 둘째, 계층 구성에서 동일 계층의 구성인자들은 상호 독립적이어야 한다는 점이다. 본 연구가 밝히고자 하는 바는 새로 추가 또는 삭제되는 무차별 기준에 따라 계층적으로 이들과 연계되는 상위 요소들은 그 개념이 변하는 것이 논리적으로 타당하며 따라서 이에 대한 중요도 또한 계층적으로 변해야 한다는 사실이다. 이를 통하여 순위역전 현상은 발생하지 않음을 보인다. 동시에 계층보다 보다 보편적인 관계를 포함하여 분석할 수 있는 네트워크분석과정(Analytic Network Process: ANP)을 이용해서도 순위역전 현상은 발생하지 않는다는 사실을 보인다. 본 연구의 ANP 모형에서 고려한 종속성은 계층모형에서의 피드백 즉, 각 대안의 특징이 기준의 중요도 결정에 미치는 효과이다. 마지막으로 본 연구는 무차별 기준의 추가 또는 삭제에 따른 다양한 종속성을 가정한 일반적인 접근에 ANP가 대안이 됨을 논한다.

This study deals with addition of indifferent or wash criteria on which the alternatives have equal performance in the Analytic Hierarchy Process (AHP) against the misguided argument as shortcoming of the AHP. In such case, it is noted that careful attention and a correct approach are required in order not to lead towards the wrong decision of rank reversal when composing priorities of criteria and performances of alternatives according to the criteria. It is proposed that prioritizing effect of added or deleted indifferent criteria requires consistency with the change of conceptual definition in regards to the related elements as well as that of the hierarchical structure if needed. Corresponding to such importance in ranking alternatives, two principles of the AHP need to be considered simultaneously: the completeness for expectation and the outer dependence of a hierarchy on which the argument of rank reversal focuses only. The completeness implies all criteria are represented in the hierarchy or the network. Then the decision makers make sure that their ideas are adequately represented for the outcome to match their expectations. The outer dependence is concerned with hierarchical decomposition, which implies containment of the small elements by large clusters or levels. If one is to omit this axiom, the principle of hierarchic composition would no longer be applied. Through simply adding a new criterion or deleting a criterion in a given hierarchy with no other dependency except outer-dependency, we can show how to adjust the current global priorities by the addition or deletion corresponding to the hierarchic level. This is based on the fact that the conceptual/substantial definition of corresponding higher criterion needs to change as well. As a result, this study shows the wrong example in the previous study overlooked the correct meaning of expectation. This approach coincides with the outcome by supermatrix approach as a general matrix form dealing with a hierarchy. Logically, the adding or deleting of subcriterion in a level of criterion requires the change of the related criteria definition in upper levels and impacts on their priorities according to the related equation which is accompanying with its local priority matrix. When the meaning of completeness is considered to change global vector, not only changing local vector but also changing the else is required. Therefore, it is required to consider the outer-dependency and completeness principles for expectation simultaneously when using hierarchical approach. This study also show that the Analytic Network Process (ANP) as a general approach can cover the case of adding feedback from alternatives to the given hierarchic criteria or subcriteria, where the input and output can be represented in the supermatrix. At first, we show the necessary calculation of feedback from the assumption that the new criterion is indifferent between the two alternatives. Finally, we also show that there is no rank reversal between the two given alternatives, and total priorities with regards to the alternative coincide with those before adding a new but indifferent criterion with the same values to alternatives. Additionally, we find out a feedback characteristic that the priorities of criteria are transferred to the lower subcriteria, which is from the assumption of bidirectional dependency between the criteria and two alternatives in the limiting supermatrix. The other is from the assumption of cycle, the direction of feedback to criteria and subcriteria. We can find the same result as that of the hierarchic approach in this example, and there is no rank reversal. Finally, this paper discusses the way in which there is no irrational/unreasonable rank reversal with simple addition of indifferent criteria in addition to the deletion of the indifferent criteria, which helps AHP/ANP application.

경영분야에서 기업고용을 설명하는 주요 변수에 대한 관심은 주로 기술혁신이나 연구개발의 효과에 대해 분석하거나 제품이나 공정혁신, 최근에는 재무관련 변수의 역할에 대한 관심으로 확장되어 오고 있다. 본 연구는 우리나라 상장기업을 대상으로 법인세가 고용에 어떻게 미치는지를 실증 분석하였다. 1986~2012년 동안 기업수준(firm-level)에서 우리나라의 기업별 평균실효세율과 한계실효세율의 법인세와 고용의 동태적모형을 구성하고 이러한 모형을 이용하는 경우 발생할 수 있는 내생성 문제를 해결하기 위해 1계 차분 일반화된 적률법(Generalized Method of Moments: GMM)의 방법론을 이용하였다. 실증분석 결과, 평균유효세율과 한계유효세율 모두 기업의 고용에 음(-)의 유의한 영향을 미치는 것을 발견하였다. 이는 정부의 법인세 정책에 따라 기업의 고용에 대한 의사결정이 영향을 받을 수 있음을 의미한다. 전체표본을 대기업과 중소기업으로 분할하여 분석한 결과 둘 다 음(-)의 값으로 추정되었으나 중소기업보다 대기업의 효과가 통계적으로 유의하고 더 큰 것으로 나타났다. 이러한 법인세 효과는 대기업 그룹에 더 큰 것으로 나타나 상대적으로 고용이 증가하는 대체효과보다 규모의 효과가 더 큰 것으로 해석할 수 있으며 기업의 특성과 규모에 따라 달라질 수 있음을 알 수 있다. 또한 정부가 법인세 인하로 인한 고용효과를 기대하는 경우 중소기업보다는 대기업의 고용효과가 상대적으로 크게 나타날 수 있음을 시사한다.

In view of management of a firm, a firm employment is an independent decision by firm managements. The firm employment owns the property of independent to explain other variables, while firm employment has the dependent property which is explained by other independent variables. In Business, recently an interest on firm employment is recently extended to product and process innovation, and financial variables which explains firm employment as major variables from the effect of technical innovations or R&D. However, corporate tax burden as other factors to explain firm employment is not much considered as research subject. Under this background, our interest is to extend to explore the relationship between corporate tax and firm employment. Compared to existing studies, our paper is the first analysis using marginal tax rate for analysis and marginal tax rate is defined as the tax rate of return occurred from additional one unit of investment. In economics and business, marginal tax rate as well as average tax rate are important concept for financial decision maker and business manager. Using Korean firm-level data from 1986 to 2012, this paper empirically analyzes the effect of corporate tax burden on firms’ employment. We first estimate an average and marginal effective tax rate and, then construct an dynamic employment model which is present in form of an persistence of labor panel regression model. To solve the problem of endogeneity, we utilize the first-difference GMM and empirical results are compared to the first-step and the second-step estimation. This econometric approach allows us to provide more precise estimates for better understanding what the effect of firm tax burden on firm employment under dynamic panel setting. Our results contribute to the existing literature in view of using a marginal effective tax rate. We compare results for average tax rate and marginal rax rate under different specifications. For the various estimation results, we find the significant negative effect of tax burden on employment for both tax rates. Thus, when tax rate increases, then firm employment decreases and results hold when firms face different tax burdens. This implies the decision for firm employment by manager of firm is affected by the government policy for corporate tax. For comparison between Large and S&M enterprise, the effect on employment is significant negative for the Large firms but is not significant for the S&M enterprise. For results for average effective rate, we find the significant negative effect of on employment for only the Large firms using the first-step GMM and second-step GMM and also these results are the same for marginal effective tax rate. We explain that positive effect for employment is from larger scale effect rather than substitute effect occurring when corporate tax burden exists. These results are robust for both the first-step and the second-step GMM using an average and marginal effective tax rate. Government would anticipate effective policy effect for the Large enterprise rather than the S&M enterprise when they implement the corporate tax policy.

본 연구는 대학생 프로젝트 팀의 리더십 네트워크 특성이 팀 몰입과 팀 성과에 미치는 영향을 검증하고자 하였다. 이는 리더십 연구에 있어 전통적인 접근법이라 할 수 있는 수직적 리더십과 최근 환경의 변화에 부응하기 위해 학계와 실무에서 많은 관심을 받고 있는 공유리더십을 함께 고려하여 팀 기반 환경에 적합한 리더십을 규명하기 위한 의미 있는 연구라 할 수 있다. 본 연구에서는 팀 내 리더십 영향력 패턴을 보다 잘 파악하기 위해 사회네트워크 접근법을 활용하였다. 기존 선행연구들을 토대로 본 연구에서는 리더십 네트워크의 중심성이 팀 몰입과 팀 성과에 정(+)의 영향을 미칠 것이라는 가설과 함께 리더십 네트워크의 밀도 역시 팀 몰입과 팀 성과에 정(+)의 영향을 미칠 것이라는 가설을 설정하였다. 가설 검증을 위해 81개 대학생 프로젝트 팀의 374명의 학생들을 대상으로 설문조사를 실시하였다. 본 연구의 가설검증 결과 리더십 네트워크의 중심성과 밀도 모두 팀 몰입과 팀 성과에 정(+)의 유의한 영향을 주는 것으로 나타났다. 이러한 결과는 중심성과 밀도 모두 팀 내에서 팀 몰입과 팀 성과를 증진시키는 요인으로 작용하고 있음을 의미한다. 나아가 팀 내에서 높은 중심성과 높은 밀도의 특성을 갖는 리더십 네트워크는 함께 공존할 수 있으며 중심성과 밀도 각각의 긍정적인 영향력이 상호 보완적인 역할을 수행하면서 팀 몰입과 팀 성과를 설명하는 요인들로 작용함을 의미한다. 연구결과를 토대로 연구의 한계 및 향후 연구방향을 제시하였다.

Leadership is considered crucial for enabling team effectiveness, but most existing research on team leadership has focused narrowly on the influence of an individual team leader, thus largely neglecting leadership provided by team members. Current forms of teamwork that emphasize knowledge-based work rely on employees who have high levels of expertise and seek autonomy in how they apply their knowledge and skills and therefore desire greater opportunity to shape and participate in the leadership functions for their teams. Utilizing social network approach, we investigated density and centrality of leadership in team and their influence on team commitment and team performance, in order to better capture these overall patterns of influence. The purpose of this study is to examine the effects of leadership network characteristics on team commitment and team performance. Based on prior literature, this study derives following hypotheses. H1. Leadership network centrality will be positively related to team commitment. H2. Leadership network centrality will be positively related to team performance. H3. Leadership network density will be positively related to team commitment. H4. Leadership network density will be positively related to team performance. To test the proposed hypotheses in our study, we collected data via a survey with a sample of 81 university student teams, comprising 374 respondents (on average 4.38 per team). Centrality and density were measured by 3 items from Kent & Moss(1990). The measurement of centrality and density can be measured by tie type among team members(Balkundi & Harrison, 2006). Team commitment was measured by scale from Van der Vegt, Emans & Van de Vliert(2000) on a 4-item scale. Team performance was measured by 11-item scale from Henderson & Lee(1992), Hoegl & Gemuenden(2001), Gemuenden & Lechler(1997). Items were rated on a 7-point Likert-type scale ranging from 1 to 7. The major findings are as follows: First, centrality of leadership network was positively associated with team commitment and team performance. Mangers should therefore ensure that each team has a clear and shared sense of direction, prepares working plans, prioritize and allocate team tasks and promote and establish norms of participations and workload sharing. Second, density of leadership network was also positively associated with team commitment and team performance. The findings suggest that organizations should help develop strong shared leadership patterns within their teams to bolster effectiveness. Organizations can promote shared leadership by setting expectations and encouraging members when teams initially form to view themselves and their fellow team members as leaders and to engage in shred, mutual leadership. Using a network-based measure of centrality and density, which better captures the patterns of mutual influence inherent in the construct, the findings provide several important theoretical and practical implications regarding leadership network characteristics in the team context and future research directions are discussed.

日高(2012)의 연구에 의하면, 1981년부터 2014년까지의 35년간 일본 기업들의 평균 매출 영업이익률과 총자본 영업이익률이 장기적으로 하락하였다고 한다. 일본적 경영으로 세계적으로 칭송을 받았던 일본 기업들의 경쟁력이 왜 80년대부터 하락하였는가? 경쟁력 하락 원인에 대해서는 여러 가지 설명이 있었지만 본 논문에서는 일본의 유통산업의 변화를 통하여 이를 설명하였다. 유통산업은 제조기업의 가치사슬 중 하류를 담당하는 산업인데 이 산업의 변화가 제조기업의 경쟁력에 커다란 영향을 미친다. 특히 일본기업들은 일본경제의 성장기에 유통계열화를 기반으로 유통의존형 사업모델을 구축하고는 이를 기반으로 성장해 왔다. 하지만 소비자의 소비 경험이 축적되고 소비자의 가격 민감도가 높아지자 유통산업에서 카테고리 킬러형 전문점과 양판점이 급속히 성장하였다. 이들은 제조 기업의 판매 대리점 보다는 소비자의 구매 대리점을 표방하며 가격을 파괴하자 정가 판매, 전속적 거래 등을 기반으로 하는 일본 기업들의 사업모델도 붕괴되어 갔다. 그 결과 제조 기업들의 이익률도 장기적으로 하락해 갔으며 기업들의 경쟁력도 함께 약화되어 갔다. 본 논문에서는 일본의 대표적인 산업의 하나인 가전 산업과 화장품 산업에 대한 사례연구를 바탕으로 이를 규명하였다

According to Hitaka’s (2012) research, the return on sales and return on total assets of Japanese companies have been gradually decreasing over the 35 years period between 1981 and 2014. So why did the competitiveness of Japanese companies, which have been praised for their Japanese management style worldwide, start decreasing since the eighties? The drop in competitiveness of Japanese companies has been explained in various ways. However, this paper explains it through the changes of the Japanese distribution system. In a value chain of a manufacturing company, the distribution system is responsible for downstream activities. Any change of this system has a huge impact on the competitiveness of a manufacturing firm. Especially for Japanese companies, which have created a distribution-dependent business model through Keiretsu during the Japanese economic growth period, and have consequently grown based on it. But huge changes took place in 1980's. First of all, Japanese consumers changed. They have amassed customer experiences and became price-sensitive. Especially in the nineties, with the persisting recession, customers began looking for cheap prices. Secondly, such a change in consumers’ behavior caused rapid growth of “category killer” and discounter stores in the distribution sector. These were no longer sales agents for the manufacturing companies but rather purchasing agents for consumers. As a result, the Japanese companies’ business model, which was based on exclusive transactions and sales at a fixed-price, slowly collapsed. The high profits that these companies used to enjoy thanks to the traditional business model started decreasing. And all this consequently lead to the weakening of Japanese firms’ competitiveness. This paper presents the explanation as above based on case studies of some of Japan’s most representative industries: consumer-electronics and cosmetics.

소비자들의 구전이 마케팅 도구로서의 영향력이 점점 더 커지고 있는 상황에서 구전에 대해 많은 연구자들과 실무자들의 관심이 지속되고 있다. 구전에 관해 그간 많은 연구들이 있었는데 대부분의 연구는 고객들의 구전의향을 관계 마케팅의 결과 변수 정도로 고려하는 경우이거나, 혹은 가시적인 고객구전 보상프로그램 운영 전략에 관한 연구가 대부분이었다. 이에 본 연구는 브랜드 관리 관점에서 고객 구전 유도 전략을 도출하고자 시행되었다. 자아 일치와 구전의향의 매개 변수로 자아유지욕구와 자아향상욕구를 고려하였고, 자아 일치는 실제적 자아 일치와 이상적 자아 일치로 구분하여 그 효과를 확인하였다. 또한 구전의향도 긍정적인 브랜드 경험 고객들의 긍정 구전의향과 부정적 브랜드 경험 고객들의 부정적 구전의향을 측정하였다. 분석 결과, 긍정적 경험과 부정적 경험 상황에서 모두 현실적 자아는 자아유지욕구에 영향을 미치고 이상적 자아는 자아향상욕구에 영향을 미치는 것으로 나타났다. 긍정적 경험 후에는 이상적 자아의 영향을 받는 자아 향상 욕구가 구전의향에 더 큰 영향을 미치는 것으로 나타났고, 부정적 경험 후에는 자아 향상 욕구에 비해 현실적 자아의 영향을 받는 자아 유지 욕구가 부정적 구전의향을 더 높이는 것으로 나타났다. 브랜드 관리적 관점에서 시행된 본 연구는 기업에게 자사의 이미지를 소비자들의 이상적 자아와의 일치시킬 때 긍정적 부정적 구전에서 모두 도움이 된다는 사실을 제시하고 있다.

Because consumers usually perceive it more sincere than any other marketing tools, Word-of-Mouth(WOM) grows strong impact on consumer behaviors. As the influence of word-of-mouth on consumer's decision making escalated, the interest of marketing researchers and practitioners about the WOM grew. Whilst there were a lot of research on WOM, most of the research has considered the WOM intention of customers as a result variable of relationship marketing, or dependent variables in customer WOM rewards program. This study was performed to elicit the customer word-of-mouth intention derived from brand management perspective. Self-enhancement and self-affirmation motives are considered as mediating variables between self congruity and WOM intention. The variables, self congruity was classified as actual self congruity and ideal self congruity to be verified. The types of consumer experiences are considered as an moderating variables. This research focuses on the impact of self-congruity(actual or ideal self-congruity) on WOM intention and the mediating role of self-needs(self-enhancement and self-affirmation need). The surveys were answered by the students of the marketing classes at the university in Daegu, in November 2014. 446 surveys were distributed and 435 responses were used for the final analysis. There are two groups for this research, one group was asked to answer with the experience of the recent positive consumer experience in mind, the other group was asked to respond the survey recalling a recent negative experience. In 435, 218 answered the questions with their positive consumer experience and 203 answered the questions with negative consumer experience. in positive consumer experience condition, 126 males and 92 female answered and there are 118 male and 85 female responses in negative consumer experience condition. Empirical results show that actual self-congruity has positive impact on self-affirmation need, while ideal self-congruity influences positively self-enhancement need. In addition. WOM intention is influenced strongly by self-enhancement need than self-affirmation in positive WOM condition. In contrast, self-affirmation need has stronger impact on WOM intention compared to self-enhancement in negative WOM condition. With this research, it can be said that ideal self-congruity is more important for managing WOM because it has stronger impact on WOM intention with consumers’ positive experiences. Even though, this study has lots of academical and practical implications, there are also limitation. In this research, actual and ideal self congruity was considered and compared. But previous researchers said customers consider various self congruities when they make buying decisions, like social self congruity. We suggest to put the various self congruity into the research model and compare the effects of the congruity. Then it could be more meaningful research.

최근에 기업의 이익뿐만 아니라 소비자를 포함한 이해관계자와 사회의 이익을 동시에 추구할 수 있는 공유가치창출(CSV)의 중요성이 부각되면서 공유가치창출(CSV)에 관한 연구의 필요성이 증대되고 있다. 이에 본 연구는 사회적 책임(CSR)보다 진일보한 개념으로 인식되고 있는 공유가치창출(CSV)의 의의와 배경, 기업의 사회적 책임(CSR)과 공유가치창출(CSV)의 비교 분석, 공유가치창출(CSV)의 전략 유형에 대하여 고찰하였다. 또한 전문가 심층 인터뷰를 통하여 공유가치창출(CSV)의 의의, 공유가치창출(CSV)의 현황 및 가능성을 살펴보고, 성공적인 사례 분석을 통하여 혁신 방향을 모색하고자 노력하였다. 연구의 주요 시사점은 다음과 같다. 첫째, 기업의 사회적 책임(CSR)과 공유가치창출(CSV)의 개념과 의의를 비교분석한 결과, 공유가치창출(CSV)은 사회적 책임(CSR)의 진화과정에서 도출되었으며, 공유가치창출(CSV)의 주요 특성은 경제적 가치를 추구하려는 기업의 진취적인 행동이기 때문에 새로운 사업 기회를 창출하고 성공적인 기업 전략이 될 수 있다는 점이다. 둘째, 공유가치창출(CSV)의 현황 및 가능성에 대한 인식을 살펴본 결과 국내에서 공유가치창출(CSV)은 인식 및 확산이 덜 되어 있는 측면이 있지만, 앞으로 비용지출로 고려되는 기업의 사회적 책임이 보다 전략적이고 기업의 핵심활동과 연계되는 발전된 방향으로 진행될 것으로 보인다. 공유가치창출(CSV)이 기업의 지속 가능성 측면에서 더 확산될 가능성이 클 것으로 판단되었다. 셋째, 공유가치창출(CSV) 관련 사례분석을 통하여 기업의 CSV 활동에 의한 비즈니스 모델의 차이점을 비교해보았으며 비용적인 면에서 경제적 지출을 줄일 수 있는 결과를 도출하였다. 특히 공유가치창출(CSV) 관련 사례분석을 통하여 기업의 성공 요인을 살펴보았다.

Recently, social responsibilities of the corporations for the society(CSR, Corporate Social Responsibility) are getting grow. People think that economic entities are indebted to the society they belong and shall repay by some means. Many companies conduct various campaigns to meet the needs in prosperous times. In the situation of the world economic depression, however, these responsibilities are huge burden for many companies. And plenty of studies says that it cannot be long last and will finish up only for show. In the meantime the revolutionary concept of the Creating Shared Value (CSV) appears. CSV means that companies can make profit by solving the society problems which means the responsible entities may escape form their debts by earning their own money. It is innovative and step forward concept in comparison with CSV. However, as unusual concept CSV is required to have more accurate and actual meaning. As a matter of fact, the meaning of the CSV is not familiar even in the related academia. The main theme of this study is finding the practical conception of CSV. In this study, through the two methods, one way is comparing concept of CSR and the other is by in-depth interviews of field experts, the CSV may be recognised and accepted as a authentic theory. Firmly establishing the concept of the CSV is the first and utmost step for study of the CSV. By the first method, it is possible to clear as well as the background of CSV and its own importance. CSV is coming form CSR but it will replace its origins by resolve the defects in realistic ways. CSV is not the extension of CSR but the new-born concept which break its own shell. CSR may be considered as “Zero sum” but CSR can be “Win-win”. This is whythe CSV can be the new strategy in the business field. With the second method, it can be proved the significance of CSV in actual business section and possibilities of CSV as an strategy of successful business especially by the cost-efficiency way. It shows and suggests the present and the future of CSV in real world while the first method hereabove reflects the past of the CSV. Even though the CSV is only the beginnig so far, it might change the business world fundamentally at once. Thus, the main subjects of the study are as follows. First, the CSV can be a new strategy of successful business, because the concept of the CSV came from the CSR but it overcome the weakness of CSR. CSV is based on the enterpreneurship that is basically focused on profit creation not the cost occurrence. Second, it is linked with the first one, in aspect of cost-efficiency, the potential of the CSV is more likely to spread ever than CSR. At last with these two understanding, case analysis of successful CSV business model can be made.

본 연구의 목적은 프랜차이즈 시스템에서 가맹점의 성과(성공/실패)에 대한 가맹점 사업자의 귀인성향과 귀인에 따른 향후 행동의도의 특성을 확인하는데 있다. 최근 가맹본부와 가맹점 사업자 간의 갈등가능성이 증가하고 있는 상황에서 가맹점 사업자가 자신의 성과의 원인을 어떻게 인식하고 있으며 이에 따라 어떤 행동의도를 보이는가를 파악하는 것은 가맹본부에게 바람직한 가맹점 관리의 방향을 제시한다는 점에서 의미있는 주제라고 할 수 있다. 본 연구의 결론을 요약하면 다음과 같다. 첫째, 가맹점 사업자는 성과가 낮을 시에는 본인의 역량이나 노력여부보다는 가맹본부의 지원부족이 더 영향을 미치는 것으로 인식하는 것으로 나타났다. 둘째, 가맹점 성과가 낮은 상황에서는 귀인의 형태와 상관없이 가맹본부와의 관계를 회피하려는 행동의도가 강하게 나타났다. 이는 가맹점 사업자는 자신의 능력이나 노력보다는 가맹본부의 지원을 더욱 중요시하는 귀인편향에 기인하는 것으로 분석된다. 셋째, 가맹점의 성과가 높은 상황에서는 높은 성과에 기여한 요인을 더욱 강화하거나 보완하는 방향의 행동의도가 나타났다. 분석결과의 시사점은 다음과 같다. 첫째, 가맹본부는 가맹점의 성과를 최우선 과제로 삼아야 한다. 둘째, 가맹점 사업자의 귀인편향을 억제할 수 있도록 적극적인 커뮤니케이션 전략을 시행하여야 한다. 셋째, 가맹점사업자의 역량을 강화시키고 자발적인 노력을 유도할 수 있는 지원방안을 모색해야 한다.

The purposes of this paper are to propose a theoretical model of attribution and behavioral intention of franchisees and to analyze the model empirically using the survey data. This paper aims to analyze whether or not the relations of attribution and behavioral intention of franchisees is same with result of theoretical research in other field, and to analyze how and why the relations between attribution and behavioral intentions of franchisees. In this study literature reviews and empirical methods are both used; The literature reviews cover theoretical discussion on attribution theories in not only social psychology but also sales person management. Based on these theories, some hypothesis which explains the relations between attribution behavior and behavioral intentions of franchisees is proposed. Through the empirical analysis, the results attained are as follows; First, franchisees consider that support of franchisors have a more strong influence on franchisee’s performance than franchisee’s effort or ability. second, franchisees have a strong intention to avoid the franchising relationship if they obtain bad result, regardless of attribution. Third, if franchisees obtain good result, they have a strong intention to strengthen or complement the cause of good result. The limitation of this study can be summed up as follows; First, it is necessary to investigate more detail about the attribution framework of franchisee. Second, it is necessary to develop adequate measures and scales that might be used to examine the full range of attributional responses for franchisee performance and the behaviors. Therefore, to supplement this study, more objective theoretical models appropriate for franchising that can bring out the relationship between attribution and behavioral intention of franchisee must be created.

협쟁은 기업이 경쟁자들과 상호간에 이익을 얻기 위해 협력을 하면서 동시에 이들과 경쟁하는 그러한 사업전략을 말한다. 기존의 연구들에 의하면, 기업들이 협쟁을 추진하는 핵심적 동기는 제품의 수명주기가 짧아지고, 연구개발을 위해 많은 투자를 해야 하며, 기술의 융합과 표준의 중요성이 확대되고 있기 때문으로 논의된다. 엔터테인먼트 산업은 전형적으로 불확실성이 지배하며, 전통적인 가치사슬이 급격히 붕괴되고 있는 특징을 갖고 있다. 이에 본 연구는 협쟁전략에 대한 기존 연구들의 결과가 엔터테인먼트 산업에도 적용이 될 것으로 보고 사례연구를 통해 그 가능성에 대해 살펴보고자 했다. 에스엠 엔터테인먼트에 대한 사례연구를 토대로 본 연구는 엔터테인먼트 산업에 있어서 협쟁의 동기를 크게 네 가지로 살펴보았다. 첫째, 에스엠은 해외시장을 개척함에 있어 부족한 경험을 보완하고 실패의 위험을 최소화하기 위해 협쟁전략을 사용하는 것으로 나타났다. 둘째, 에스엠은 차별화된 콘텐츠를 개발함에 있어 자원사용의 효율성을 극대화하기 위한 차원에서 경쟁사들과의 협쟁도 추진하는 것으로 나타났다. 셋째, 에스엠은 자사의 콘텐츠를 최대한 활용하기 위해 다양한 분야로의 사업을 확대하고 이를 토대로 수익성을 다변화하기 위해 다양한 영역의 잠재적 경쟁자들과도 협력을 추진하는 것으로 나타났다. 넷째, 에스엠은 기존의 콘텐츠를 확보하고 보완하여 시장에서의 지배력을 강화하거나 확대하기 위한 전략으로 경쟁자들과도 협력하는 것으로 나타났다. 엔터테인먼트 산업에 있어서 다양한 영역에 있는 이러한 경쟁자들 간의 협력은 결과적으로 국내 엔터테인먼트 산업의 저변을 확대하고 부가가치를 창출하는데 더 크게 기여한 면이 있음을 본 연구는 시사점으로 제시하고 있다.

The traditional view of inter-firm dynamics discusses that business relationships are either competitive or cooperative in nature. In reality, however, every relationship includes competitive as well as cooperative elements. No matter how competitive inter-firm dynamics are, there are also cooperative and trust factors affecting the relationship. Thus it is difficult to see competition and cooperation as independent but interacting concept of a relationship. The business strategy called co-opetition(hereafter coopetition) means that a firm cooperates with rivals, while at the same time it competes with these partners. The main reasons that are mentioned as a motivation for co-opetition are “shrinking product life cycles, need for heavy investments in research and development, convergence of multiple technologies, and importance of technological standards” (Gnyawali & Park, 2011 p. 650). According to previous studies, the most common motives for firms to engage in coopetition are to develop new markets, to enforce competitive advantages or industry standards, to share the costs of research and development, and to improve the profit of firms in participating the relationship. Since the entertainment industries are the result of the union of several sectors (ranging from music, movie, drama, ICT, to publishing and broadcasting), they naturally involve many participants in value chains which were once independent. Not only the entertainment industries are typically dominated by uncertainty, but also the traditional media and entertainment value chain has been transformed dramatically. These are exactly the same issues that the entertainment and media industries face. Generally, it is known that coopetition emerges from the increasing uncertainty and interdependence between firms in complex industries. Nevertheless, coopetition between firms of entertainment industry has been discussed rarely in academic sectors. Therefore, this study looks into existing research and findings on coopetition strategy, which could be of use for the entertainment and media industries through a case study of SM Entertainment. This study observed four different motives of coopetition in the entertainment industry based on the case study of SM. First, it was found that SM uses a coopetition strategy to supplement any lacking experience and to minimize the risks of failure in developing the foreign markets. Coopetition strategy was a powerful means of developing new market opportunities and complementing the lack of experience in foreign markets. Second, SM promotes coopetition with competitors to maximize the efficiency of resource use in their development of differentiated contents. Thus, cooperation with competitors was able to offer the advantage of a combination of the need to develop new contents as a result of competition while accessing new resources as a consequence of cooperation. Third, SM expands their business to various areas to maximally utilize their contents and upon this, they promote cooperation with even potential competitors in various areas to diversify their profitability. Fourth, SM cooperates with competitors as a strategy to secure and supplement their existing contents to strengthen and expand their dominance in existing markets. This study presents implications that such cooperation between competitors in various areas in the entertainment business ultimately greatly contributes to value creating and to expanding the domestic entertainment industry. These implications mean that the coopetition strategy is able to apply this model to the business and management practice of entertainment industry.