Earticle

중국의 화장품 시장이 급성장하여 최근에는 미국에 이어 세계 제2위의 시장으로 발전하였다. 중국시장에서 해외 브랜드가 80% 내외의 시장점유율을 차지하는 반면, 한국 화장품 브랜드의 시장 점유율은 5% 의 미미한 수준을 기록하고 있다. 이에 따라 한류 열풍 등에 의해 형성된 우호적인 원산지 이미지와 함께 광고모델이나 현지화 된 중국어 Brand Name 등의 효과적인 마케팅전략을 수립하고 실행함으로써 한국 화장품의 제품평가도를 높여 수출시장을 확대해야할 필요성이 크다. 이 연구는 1) 한국 화장품의 Brand Name 현지화 방식, 화장품 광고모델 이미지 및 한국 원산지 이미지가 중국소비자의 제품평가에 미치는 영향 2) 한국 원산지 이미지가 Brand Name 현지화 방식과 광고모델의 이미지와 함께 제품평가에 있어서 조절효과를 가지는지에 대하여 분석하고자 한다. 연구 결과, 한국 화장품의 음역식, 직역식, 의역식, 결합식의 4가지 방식의 중국어 Brand Name에 대한 소비자 인지가 제품평가에 긍정적인 영향을 미치고 있으며, 광고모델 이미지와 원산지 이미지 역시 긍정적인 영향을 나타내고 있다. 원산지 이미지와 화장품 광고모델 이미지는 조절효과를 가지는 것으로 나타났다.

Rapid growth of Chinese cosmetic market led to global big market next to U.S market. Foreign brands consist of 80% of the Chinese cosmetic market, while made-in-Korea cosmetics’ market share remains at 5%. With Korean cosmetic amicable image of country-of-origin by the rise of ‘Korean wave’, Korean cosmetic firms may need to develop and carry out more strategic and effective marketing plans about celebrity advertising models and localized chinese brand names to tailor Chinese consumers’ taste and preference and to enlarge the their products’ market size. The purposes of this study are to analyze 1) the effects of localized brand names, images of Korean advertising celebrity models and country-of-origin image on Chinese consumers’ choice behaviors 2) whether Korean country-of-origin image has moderating effects each with localized brand names and advertising celebrity model image. Analysis results show that each of four differentiated localized brand name, images of advertising celebrity model image and Korea’s country origin image has significantly positive effects on Chinese consumers’ product evaluation. In addition, image of Korean country-of-origin image has moderating effects with images of advertising celebrity models on Chinese consumers’ choice behaviors.

관계마케팅이라는 개념이 등장한 이래 고객의 충성도와 재방문이 중요한 목표가 되고 있는 서비스 산업에서 관계 혜택은 매우 중요한 이슈로 대두되고 있다. 특히 고객들이 기업의 어떤 측면에 가치를 부여하는지 파악하는 것은 매우 의미가 있으며, 가치를 인식한 고객들이 어떤 인지적, 행동적 반응을 보이는 가는 기업의 입장에서도 매우 중요한 사실이다. 따라서 다음과 같은 연구를 진행했다. 첫째, 은행 거래 고객을 대상으로 다양한 관계 혜택의 요인들(사회적, 특별대우, 확신적 혜택)이 자신과 기업 간의 동일시에 대한 지각에 어떤 영향을 미치는지 살펴보았다. 둘째, 고객-기업동일시가 고객의 자발적인 행동인 고객 참여를 어떻게 변화시키는지 규명하였다. 셋째, 고객-기업동일시와 고객참여간의 관계에 미치는 고객 역할 명확성의 조절효과를 제시하였다. 이를 통해 다음과 같은 결과를 도출하였다. 첫째, 관계혜택(확신, 특별대우)은 고객-기업동일시에 긍정적인 영향을 미치는 것으로 나타났으나, 사회적 혜택은 유의적인 관계가 없는 것으로 나타났다. 둘째, 고객-기업동일시가 고객참여(Co-production)에도 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 조절변수인 고객의 역할명확성은 고객-기업동일시가 고객참여(Co-production)에 미치는 효과를 강화시키는 것으로 나타났다. 마지막으로 고객-기업동일시가 관계혜택과 고객참여 간의 관계에 미치는 매개역할을 검증하였다.

Increasing customer loyalty and retention has long been regarded as an important goal for service providers. There is a consensus that attracting a new customer costs three to five times more than retaining an existing one. Thus, it is meaningful to identify the specific aspects of company which customers give value to and distinct types of emotional and behavioral responses customers suggest. Based on this, using the sample of bank employees, this study examines three folds; distinct relational benefits which bank customers particularly put emphasis on; the effects of those perceived relational benefits on customer-company identification, which result in enhancing customer co-production; and the role of role clarity as a moderator between customer-company identification and customer co-production link. Data were collected from 500 bank customers in Seoul, South Korea. Using convenience sampling, we interviewed the sample customer face-to-face to test the hypothesis. We chose bank customers as the data collection sources so that we can find customer-service provider interactions and, as a result, customers’ perceived relational benefits. We used SPSS 21.0, LISREL 8.53, and SPSS Macro to analyze the measurement model and theoretical structure model. We did first confirmatory factor analysis (CFA) to test constructs and measured variables. Then, we tested moderating relationship of the hypothesize link using SPSS Macro and bootstrapping method. We lastly tested the moderating effect of role clarity by mean-centering the data and goodness of fit. We tested the hypothesis by following Cohen (1992)’s guidelines. The present study is specifically designed to accomplish three objectives; to test empirically the sequential effects of various types of relational benefits, which consist of confidence, social, and special treatment benefit on customer-company identification; to explore the link between customer-company identification and customer co-production; and to examine empirically the moderating role of customer role clarity to explain when customer-company identification has more positive effects on customer co-production. The results showed that confidence and special treatment benefits have positive impact on customer-company identification; however, social benefit has no significant impact on customer-company identification. Research finding also showed that customer-company identification has positive effect on customer co-production. Finally, we also found the positive moderating effect of customer role clarity on the link between customer-company identification and customer co-production. This study extends current literature by empirically testing the existing relational benefits (Hennig-Thurau et al., 2002) in view of customers. This study offers significant implications for both managers and researchers in that this first finds special types of relational benefits-special treatment and confidence benefit- function as a tool of competitive advantage. There are few previous studies that identified the moderating role of customers’ role clarity between customer-company identification and co-production. This study extends service marketing literature by linking relational benefits, customer-company identification, and co-production.

근래 대다수 기업에서 공통적으로 신설되고 있는 ‘변화관리팀’, ‘조직문화팀’ 등으로 명명된 부서는 외부환경에 기민하게 적응하기 위한 전담부서라고 할 수 있다. 역동적인 기업환경의 충격을 완화·극복하는 역할이 부여된, 이러한 부서의 정체성 확립과 안착이 기업의 존속에 미치는 지대한 영향에도 불구하고 학문적 연구는 미진한 실정이다. 이에 본 연구는 완충조직이 효과적으로 자리매김하는 실제적 메커니즘을 설명하고 성공요인을 밝히는 목적으로 수행되었다. Q방법론과 CIT인터뷰를 접목한 탐색적 연구를 설계하여, 21개 기업을 대상으로 완충조직이 실제로 운영된 양식을 유형화하였다. 또한 완충조직이 다른 팀들의 경계를 다룬다는 임무의 특수성을 고려하여, 분석의 개념적 틀로서 경계관리이론을 적용하였다. 연구 결과, 완충조직의 운영양식은 세 가지 유형으로 분류되었다. 통·번역형은 기존의 조직 내 경계를 유지하면서 조직에 산재된 문제의 소재를 파악하고 해결하는 과정에서 통제와 모니터링을 주로 구사하는 경찰 및 감사 역할을 수행하였다. 앙트러프러너십형과 협상형은 기업 내 하부조직의 경계를 완화하여 고질적인 난제 또는 새로운 가치창출에 집중하는 유형이다. 기업 내 경계를 가장 느슨하게 관리하는 앙트러프러너십형은 공유할 가치와 비전이 성공적으로 구축되어야 효과적이고, 협상형은 부서 간 경계에 위치한 문제를 해결하는 데 몰입할 수 있도록 협력적인 신뢰가 조성되어야 성공확률이 높았다. 본 연구에서 도출된 유형을 토대로 완충조직을 차별적으로 이해한다면, 기업에서 신설된 이들 조직의 정상화 과정을 성공적으로 앞당길 수 있을 뿐만 아니라 완충조직의 효과적 운용에 발전적 시사점을 제시할 것으로 기대한다.

In response to increased turbulence of work environment, many firms have generated the new team like change management team, organizational culture team, organizational change team, and etc. These marginal teams have the common mission to buffer against environmental impacts. So these marginal teams have such different characteristics from general team-based restructuring for promoting team and organizational effectiveness. They deserve the academic and practical attention from the perspective of their activities focused more on inter-team than intra-team and the importance of organizational change in the firms. The purpose of this study is to seek operating mechanism and success factors of the marginal teams drawing on team boundary activities. This study was progressed by combining Q methodology with Critical Incident Technique. Q methodology is a research technique applying statistical analysis to the qualitative study of respondents' subjective opinions, perceptions, feelings and beliefs. Critical Incident Technique is an effective tool to grasp the critical requirements for job success from individual cognitive, affective, and behavioral elements. This combined methodology could contribute to investigate how the marginal team operates with a more holistic view of boundary spanning activities. A total 35 statements were selected as Q sample through reviewing the existing team boundary spanning literature and interviewing for the purpose of deriving the activities executed in marginal team from interviews. P sample consisted of 21 senior employees in the marginal team from Korean firms, which refers to the participants in the Q study. After administering the Q sort (rank ordering of 35 statements), we conducted factor analysis and interpreted why and how the behaviors related the statements are carried out by the focal teams. This research discovered three factors in boundary activities. Factor 1 is the Translator style that emphasized the function as audit or police which detects and improves the problems in the firm. Translator style was intended to understand the opinions of top management and simply execute following those. They believed that the problem solving activities could forge organizational performance in short term. However, the activities limited to intrateam without interteam approach would cultivate commitment to not novel task but common task. Factor 2 is the Entrepreneur Style that has concerns about interteam renewal. They managed to develop new values or new opportunities rather than negative problems in interteam boundaries. Beyond resolving the problems in boundaries, this style encouraged employees to create new identities by transforming the boundaries. The significant antecedent for success in this style was creating shared vision that could loosen rigid borders between teams. Factor 3 is the Negotiator Style that regards connection and coordination between teams. Both Entrepreneur style and Negotiator style tried commonly to search information and build cooperative relationship on interteam boundaries. By the way, Entrepreneur style concentrated to create new opportunity but Negotiator style focused on solving the existing problem collectively. The former could transform interteam boundaries but the latter was inclinable to maintain them. When Negotiator style was successful, the existing intractable problems may be resolved between teams. It was most important for success in this style that an amicable settlement must be reached. Regarding boundary spanning activities in the marginal team context, our findings suggested herein three distinctive style and each success elements. They could contribute not only to broaden our understanding the role and success of the marginal team but also to help organizations to achieve organizational adaptability in changing business environment. Furthermore limitations and propositions for further research on boundary spanning activities of the marginal team are discussed.

본 연구는 중소 제조기업 수출성과에서 개방형 혁신과 조직혁신 역량이 미치는 영향을 분석하려는 목적으로 진행하였다. 이에 한국 중소 제조기업 150개를 대상으로 개방형 혁신, 조직혁신, 수출성과의 관계를 분석하였다. 또한, 외부환경 요인과 개방형 혁신의 조절효과를 포함하여 혁신과 외부환경의 관계를 살펴보았다. 기존 연구에 따라 개방형 혁신을 외부 기술과 지식 습득의 적극성으로 보았으며, 조직혁신은 제품혁신 역량과 공정혁신 역량으로 나누어 보았다. 외부환경 특성은 기술 격변성과 시장 격변성으로 나누어 설정하였다. 6개의 잠재변인을 22개 문항으로 측정하였으며, 조절효과를 포함한 8개 가설을 설정하였다. 구조방정식 모형을 사용하여 가설검정을 진행하였으며, PLS(Partial Least Square) 방법을 사용하였다. 분석 결과 개방형 혁신은 중소 제조기업의 제품혁신 역량과 공정혁신 역량에 모두 긍정적 영향을 주고 있었다. 제품혁신 역량과 공정혁신 역량은 또한 중소 제조기업 수출성과에 긍정적 영향을 주는 것으로 나타났다. 조절효과 검증에서 개방형 혁신과 기술 격변성의 조절효과는 제품혁신 역량에 부정적 영향을 주었다. 반면, 시장 격변성과의 조절효과에서는 제품혁신 역량에 긍정적 영향을 미치는 것으로 나타났다. 분석결과는 중소기업 자원 제약을 고려할 때 기술 변화가 빠른 환경에서 과도한 외부기술 지식 습득 활동이 도움이 되지 못함을 보여주었다. 다른 결과에 따른 이론적, 실무적 시사점과 연구 한계 및 앞으로 연구 방향을 논하였다.

This study explores the relationship between the open innovation, organizational innovation and the export performance of manufacturing SMEs and further examines the moderation effects of external environment two factors(technological turbulence and market turbulence) on the relationship between the open innovation and the organizational innovation. First, this study will be expected to expand the discussion of the existing studies by analyzing the effect of the relationship between the open innovation and external environmental factors to the SMEs innovative capability. Second, this study will try to present the practical implications by analyzing the effects of the open innovation and organizational innovation of manufacturing SMEs to the export performance. Third, this study will be expected to present the theoretical and practical implications of the role of the organizational innovation, in terms of dividing the organizational innovation into the product innovation and process innovation. Based on the existing studies, research model in which integrate three components such as the open innovation, organizational innovation and external turbulence was proposed. For the empirical test, this study used 22 items to measure 6 latent variables. The sample was extracted from the firm lists of Korea Trade Investment Promotion Agency(KOTRA) and Korea Chamber of Commerce and Industry(KCCI). The research survey was conducted through online Google Docs. Survey duration was four months. After completing survey 150 questionnaires were collected from manufacturing. This study proposed total 8 hypotheses including moderating effects of the environmental turbulence and open innovation. The result of analysis has shown that for the effect of open innovation on the product innovation capability and process innovation capability, both coefficient value are statistically significant. The product innovation capability has shown positive effect on the export performance of SMEs and the process innovation capability has shown same result. For the hypotheses about moderating effects of the external environmental turbulence, path coefficient value of it between the open innovation and the technological turbulence has shown significantly negative effect on the product innovation capability. It showed that excessive open innovation activity did not support the product innovation capability when considering the resource constraints of SMEs in the technological turbulence. In addition the moderating effect of the open innovation and the market turbulence has shown significantly positive effect on the product innovation capability. The rest moderating effects was found not significant. Based on the empirical results, this study has theoretical and business implications. First, this research has a theoretical implication to expand the discussion of the existing researches on the open innovation as it examines the moderating effects of environmental turbulence. Second, this study suggests a business implication to the Korea manufacturing SMEs. SMEs entering into the foreign market have to pursue open innovation activity for developing the organizational innovation. But manufacturing SMEs need to focus on optimizing the efficiency of the limited resources than to pursue an unreasonable changes to existing products when there is a igher condition of the technological turbulence Thirdly, the result of hypotheses testing, this research provide another business implication that manufacturing SMEs have to develop new technologies and products to actively cooperate with local partners if the market turbulence was high.

본 연구는 작업장비시민성을 대인비시민성, 업무비시민성으로 구분한 후 이를 경험하면 이직의도가 높을 것이라는 가설을 설정하여 이들 간의 관계에서 고용형태·성·연령에 따른 조절효과가 있는지를 검증하였다. 일반 직장인 219명을 대상으로 한 분석 결과 작업장 비시민성을 경험하면 이직의도가 높아지는 것으로 나타났다. 또한 정규직에 비해 비정규직, 남성에 비해 여성, 50세 미만인 집단보다 50세 이상인 집단에서 업무비시민성이 이직의도 증가를 감소시키는 것으로 나타났다. 이러한 현상은 분단노동시장이론, 피해자의 성에 다른 반응 차이, 연령차별이론에 의해 비정규직, 여성, 중고령자는 비시민성을 경험하더라도 이직에 따른 기대효용보다는 노동시장에 대한 재진입에 소요되는 이직비용이 높아 이직을 선택하지 못하고 감내하는 것으로 해석할 수 있다. 결론에서는 이러한 결과를 바탕으로 작업장 비시민성의 예방 및 관리를 위해 제도적, 실무적 차원에서 시사점을 제시하였다.

In this study, we examine the relationship between workplace incivility and turnover intention, and its moderating effect of employment type, gender, and age. To test our research model, we define two types of workplace incivility: interpersonal and job based incivility. As a result with the sample of 219 employees, we found that workplace incivility increases turnover intention. We also found that non-standard workers, female workers, and workers over the age of 50 mitigate the positive relationship between job-based incivility and turnover intention when compared to standard workers, male workers, and workers under the age of 50. Based on the theory of segmented labor market, theory of ageism, and the attitude towards incivility experience by gender difference, we explain non-standard workers, female workers, and workers over the age of 50 are reluctant to make a turnover decision when experiencing job-based incivility, due to their higher costs than expected utility of turnover. In conclusion, we suggest institutional and managerial implications for preventing and treating workplace incivility.

기업의 혁신역량의 하위요소를 재조명함으로써 하위요소를 재구성하여 기업가 정신과 기업의 경영성과와의 인과관계를 파악할 필요가 있다. 본 연구에서 기업의 혁신역량은 하위요소인 연구개발, 조직관리, 마케팅, 전략계획, 생산배분, 지식경영능력으로 세분화 하였다. 그리고 기업가 정신은 하위요소인 혁신성, 진취성, 위험감수성으로 분류 하였다. 이러한 분류를 바탕으로 경영혁신역량과 기업가의 정신이 기업의 경영성과에 미치는 영향을 규명하는데 그 목적을 두고자 한다. 중소기업의 총 540명 최고 경영자가 설문에 참여 하였다. 연구가설 결과는 기업의 혁신역량과 기업가 정신은 기업의 경영성과에 긍정적인 영향을 미치는 것으로 드러났고 혁신역량은 기업가 정신에도 정의 영향관계에 있음을 확인하였다. 또한 혁신역량과 기업가정신의 하위 요소들 역시 기업의 경영성과에 밀접하게 관련되어 있다는 것을 확인하였지만, 혁신역량의 하위요소 중 생산배분역량은 경영성과에 무의미한 영향을 미치는 것으로 드러났다. 기업가 정신의 하위 요소 중 위험감수성은 기업의 경영성과에 부의 영향을 미치는 것으로 드러났다.

By refocusing the sub-components of innovative capacity of enterprise, it is necessary to identify casual relationship of entrepreneurship and management performance reconstructing sub-components. Sub-components of innovative capacity in this research are departmentalized as research and development, organizational management, marketing, strategic planning, production allocation, and knowledge management capability. 540 medium and small enterprises have conducted survey. Result of research hypothesis was that innovative capacity and entrepreneurship effects positively on management performance and it was confirmed innovative capacity has positive influencing relationship on entrepreneurship. It is also confirmed that Sub-components of innovative capacity and entrepreneurship are closely related to management performance, however, one of sub-components of innovative capacity which is production allocation capacity proved it had meaningless influence. Risk sensitivity as sub-components of entrepreneurship came out to be negative influence on management performance. The study may have created the opportunity to promote theoretical discussions on innovation managerial capabilities and entrepreneurship by suggesting and identifying the management's new implicit factors as corporate founders or business leaders from the aspects of business mindset, personnel management, and management capabilities. Theoretical and practical implications and limitations are discussed.