Earticle

국내 건설기계 산업은 주로 대형 인프라 및 부동산 투자가 이루어지는 지역을 위주로 수출 지역의 건설 경기 및 프로젝트 증감에 많은 영향을 받을 수밖에 없다. 미국 시장의 중요성 증 가 요인 중 하나인 미국 내 건설 경기가 회복되었다는 점이다. 본 연구는 한국, 중국, 일본의 대미국 시장에 대한 건설기계 산업의 수출경쟁력을 분석을 위해서 시장비교우위지수(MCA)를 사용하였다. MCA 분석 결과 한국이 8개-11개를 중국이 5개-9개를 보유하고 있으나 일본이 13개-19개로 비 교우위 품목수 면에서 가장 많았다. 둘째, MCA지수가 가장 높은 품목은 한국이 842720(그 밖 의 자주식 작업트럭) 품목으로 4.3-5.8사이로 제일 높은 수출경쟁력이 보유하고 있었고, 중국은 842790(그 밖의 작업트럭) 품목으로 2021년 3.5에서 2022년 3.7로 반등하여 2.9-3.7을 유지하고 있다. 그러나 일본은 2개 품목이 MCA 지수가 10 이상을 보이고 있다. 셋째, MCA 지수는 일본 의 대미국시장 건설기계산업 경쟁력이 폼목수 면에서 중국이 5개-9개, 한국이 8개-11개, 일본 이 13-19개로 가장 품목수가 많았다. 또한 비교열위 품목수도 중국이 1개-6개, 한국이 7개-12 개, 일본이 2개-4개로 비교열위 품목수가 가장 적었다. 특히, 한국의 굴착기는 미국과 중국 시장에서 품질 우위와 가격경쟁 우위를 바탕으로 수출경 쟁력이 있는 것으로 나타났으며, 지게차는 미국시장에서 높은 시장점유율과 품질우위를 바탕 으로 수출특화 품목으로 나타났지만, 중국시장에서의 무역특화지수는 수출경쟁력이 낮은 것 으로 나타났다. 따라서 시장점유율 확대를 위한 지속적인 마케팅 활동과 이머징마켓(emerging market)에 대한 진출을 적극적으로 추진할 필요가 있다. 따라서 대안으로 인도 등 신흥시장으 로의 진출도 적극 추진해야 할 것이다.

Purpose : The domestic construction equipment industry has been focusing on market diversification, primarily in regions with large-scale infrastructure and real estate investments. However, this has inevitably led to significant impacts on the construction market and project fluctuations in export regions. The recovery of the construction industry, driven by the US COVID-19 pandemic, is one factor contributing to the growing importance of the US market. Furthermore, demand for construction equipment is expected to increase following the passage of the KRW 1,300 trillion infrastructure bill in 2021. This study used the Market Competitive Advantage Index (MCA) to analyze the export competitiveness of the construction equipment industries in the US market in Korea, China, and Japan. Research design, data, methodology : The analysis covered a 10-year period from 2013 to 2022. The HS Code product classification was based on trade statistics from the Korea Construction Equipment Industry Association and the Korea International Trade Association, and was based on the 6-digit HS Code. The analysis data was obtained from the UN Comtrade Database. The Market Comparative Advantage Index (MCA) is an index that determines the comparative advantage of exported products in a target country's market. The MCA indicates that a country is competitive when it exports at a higher rate than other countries, allowing for comparative analysis with other countries. Results : Korean excavators have proven to be export-competitive in the US and Chinese markets, based on superior quality and competitive pricing. Therefore, active and sustained marketing efforts are necessary to expand market share. Furthermore, leveraging product quality and price competitiveness, Korean companies will need to aggressively pursue expansion into emerging markets. Conclusions : Forklifts have emerged as a specialized export item in the US market, boasting a high market share and superior quality. However, the trade specialization index in the Chinese market indicates low export competitiveness. Therefore, as an alternative, we should actively pursue expansion into emerging markets such as India.

본 연구는 경쟁우위, 입지우위 및 협력우위가 한국 중소제조기업의 수출성과에 미치는 영향을 분석하였다. 연구결과 수출기업과 외국바이어 간 협력우위가 수출이익률과 성장률에 유의한 정의 영향을 미치는 것으로 나타났다. 한편, 경쟁우위는 수출성장률에 유의한 영향을 미치는 것으로 나타난 반면, 입지우위는 수출이익률과 상대적으로 더 유의한 영향을 미치는 것으로 나타났다. 이러한 연구결과는 경쟁우위와 입지우위 외에도 협력우위가 수출 성과에 미치는 영향력의 중요성을 일깨워 준다. 따라서 특히 중소수출기업은 외국 바이어와 시장조사, 제품기획 및 개발, 판매 및 유통, 촉진, 비용절감, 품질증진 등에 걸쳐 다양한 협력을 통해 시장기반을 공고히 할 필요가 있다

This paper assesses the influence of ‘competitive-location-cooperation advantages’ on the export performance of small and medium-sized Korean manufacturing firms. Among these three types of advantages, we specially focus on the role of the cooperation advantages under conditions of close ties with foreign buyers. Due to the recent rapid decreases in the technology gap among firms and countries on one hand and the increases in access to any foreign markets with economic liberalization on the other hand, firms should seek cooperation advantages in order to secure export performance. On the basis of our analysis of 114 Korean exporting companies, it was found that close cooperation between Korean exporters and their foreign buyers exerts a significant positive effect not only on export profits but also on export sales growth. It was also noted that as a key component of competitive advantage, the price advantage exerts a significant positive effect on both export profits and sales growth, whereas the differentiation advantage(i.e., product quality and design) does not have any significant effect on export performance. In addition, as a location advantage, the competitive intensity of local foreign market was determined to exert a significant negative effect on both export profits and sales growth, whereas local market size exerts a significant positive effect only on export profits. In general, our findings bolster the notion that both competitive advantages and location advantages are prerequisites for successful exporting. Finally, the findings of no significant effect of control variables, such as firm size, export experience, product and industry types, on export performance suggest that firms must maintain an aggressive involvement in exporting, regardless of their size, previous export experience, and product and industry types. Indeed, the majority of exporters face resource constraints with tense global competition. In this regard, small and medium-sized exporters should take into account the generation of cooperation advantages under conditions in which close ties exist with the firm’s foreign buyers in addition to competitive and location advantages. This argument is strongly bolstered by the finding that a close cooperation with foreign buyers plays important roles in both export profits and sales growth. This finding also implies that exporters should deal with foreign buyers from the standpoint of a long-term partnership rather than a short-term transaction. In this process, it is necessary for exporters to develop various cooperation activities with foreign buyers across dimensions including market research, product planning and development, marketing and distribution, promotion, cost reduction, and quality improvement.

본 연구의 목적은 수출기업의 역량, 수출마케팅전략 실행효과, 경쟁우위 및 수출성과의 인과관계에 대한 연구모형을 구축한 후에, 국내 수출기업들을 대상으로 실증연구를 통하여 수출성과 제고방안을 제시하는 것이다. 본 연구에서는 실증적 연구를 위해 구조방정식모형 분석을 실시하였다. 분석결과를 보면, 전략적 성과는 재무적 성과에 긍정적 영향을 미치는 것으로 나타났는데, 이는 기업이 제공하는 수출제품에 대한 고객의 높은 만족도는 상표충성도를 제고시키며, 높은 상표충성도는 높은 재구매와 매출증가로 이어져 높은 재무적 성과를 창출하게 됨을 의미한다. 경쟁우위는 재무적 성과에 긍정적 영향을 미칠 것이라는 가설은 지지되지 않았지만, 경쟁우위가 전략적 성과에는 긍정적 영향을 미치는 것으로 나타났다. 이는 수출기업의 경쟁우위가 전략적 성과에는 직접적으로 영향을 미치지만, 재무적 성과에는 전략적 성과를 매개로하여 영향을 미치는 것으로 보인다. 따라서 수출기업은 단순히 재무적 성과 제고만을 중요시하기 보다는, 장기적 관점에서 전략적 성과의 제고를 위한 수출마케팅전략의 개발과 실행을 통해 재무적 성과를 제고시킬 수 있어야 할 것이다. 수출마케팅전략 실행효과는 경쟁우위에 긍정적 영향을 미치는 것으로 나타났다. 수출기업의 수출마케팅전략 실행효과가 높아질수록 해외시장의 소비자들에게 보다 높은 가치를 제공할 수 있게 되어 경쟁우위가 제고될 수 있다고 보아진다. 그러므로 수출기업은 수출마케팅전략 실행효과 제고가 수출기업의 경쟁우위의 강화로 이어짐을 인식하고, 수출시장 소비자들의 만족도를 제고시킬 수 있도록 보다 더 높은 가치를 제공할 수 있는 수출마케팅전략의 개발과 실행에 역점을 두어야 할 것이다. 수출마케팅전략 실행효과에 대한 영향요인 중에서 수출마케팅전략개발 역량을 제외한 수출마케팅프로그램 역량, 관계형성 역량 및 경영자 역량이 수출마케팅전략 실행효과에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 분석결과를 통해 수출마케팅전략의 효과적인 실행이 이루어기 위해서는 수출마케팅전략을 구체적으로 실행할 수 있는 수출마케팅프로그램 역량과 관계형성 역량 및 경영자 역량이 중요함을 알 수 있다. 따라서 수출기업은 수출마케팅전략 실행효과를 제고시키기 위해 수출마케팅프로그램 역량과 관계형성 역량 및 경영자 역량 등을 강화해야 할 것이다.

The purpose of this study is to establish a research model regarding the causal relationship between the capabilities of export company, export marketing strategy implementation effectiveness, export competitive advantage and export performance and present the improvement measures of export performance through an empirical study targeting Korean export companies. According to the analysis result, the strategic performance has a positive effect on the financial performance, and such analysis result indicates that high satisfaction level of customers on an export product improves brand loyalty, and high brand loyalty leads to high repurchase and sales increase so that high financial performance can be achieved. A hypothesis saying that a competitive advantage would have a positive effect on the financial performance was not supported, but it is shown that the competitive advantage has a positive effect on the strategic performance. The competitive advantage of an export company has a direct effect on the strategic performance but it seems to have an effect on the financial performance through the strategic performance. It is shown that the export marketing strategy implementation effectiveness has a positive effect on the competitive advantage. Therefore, as the export marketing strategy implementation effectiveness of an export company becomes higher, the company can provide a higher value to consumers in foreign markets, improving the competitive advantage. Among the influence factors of export marketing strategy implementation effectiveness, export marketing program capabilities, relationship capabilities and managerial competence except for export marketing strategy formulation capabilities has a positive effect on the implementation effectiveness. Such analysis result shows that export marketing program capabilities, relationship capabilities and managerial competence which enable the company to implement export marketing strategies are specifically important for effective implementation of export marketing strategies. However, the export marketing strategy formulation capabilities has no statistically significant effect on the export marketing strategy implementation effectiveness, because the export marketing strategy formulation capabilities seem to have an effect on the export marketing strategy implementation effectiveness through the export marketing program which is a specific action program of export marketing strategy. Based on the research results, the following strategic implications are presented: First, the export marketing strategy formulation capabilities have no statistically significant effect on the export marketing strategy implementation effectiveness, because the export marketing strategy formulation capabilities have an effect on the export marketing strategy implementation effectiveness through the export marketing program. The relationship capabilities have the highest effect on the export marketing strategy implementation effectiveness among four export company capabilities, and this shows how important the favorable relationship between export company and customers/distributors of export markets is, and the export company should place the most importance on the relationship with customers and distributors of export markets in the long term. Meanwhile, the managerial competence also has a substantial effect on the export marketing strategy implementation effectiveness, and it shows that the reinforcement of manager's leadership and export marketing manager's capability for implementing export marketing strategies can lead to the improvement of export marketing strategy implementation effectiveness. Second, no matter how good export marketing strategy is, it is difficult to expect high export performance without effective implementation. Therefore, the strategy implementation effectiveness should be kept in mind from the stage of export marketing strategy formulation in order to improve export performance. And CEO of export company should establish the organizational culture which makes members of the organization recognize the importance of export marketing strategy implementation, and motivate managers to make export marketing strategy implementation effective. Third, an export company is able to gain competitive advantage for the fierce competition in export market by developing and implementing an appropriate export marketing strategy. Therefore, the export company should remember that the improvement of export marketing strategy implementation effectiveness leads to the reinforcement of competitive advantage and focus on the development and implementation of export marketing strategy which can provide higher value in order to improve the satisfaction level of consumers in export market.

This study examines the ROK's export policy of defense products, and provides policy suggestion for expanding defense industry export. Leading countries in defense industry export, including the USA, the United Kingdom, France and Russia, have actively driven export policy led by her governments' authority. In order to expand defense industry export, it is essentially required for the ROK to develop advanced defense technologies and produce competitive defense products, both in price and quality. For this, the integrated effort of the government, industry, military and R&D organizations is crucial. In addition, the ROK should actively cultivate international markets for expanding defense export supported by the government. The ROK is also needed a close cooperation with the US for expanding its defense industry export. The ROK government should provide various institutionally supporting incentives for expanding defense export to the defense industry circles. Those are included foreign countries's defense acquisition plans and long-term demands, tax reduction, finance support, and hosting international exhibition events on defense products.

본 연구는 감지능력, 포착능력, 변형능력, 조정능력 및 학습능력으로 측정된 동태적 역량이 경쟁능력인 제품품질, 프로세스 유연성, 납기속도 및 저비용에 미치는 영향과 각각의 경쟁능력이 기업성과에 미치는 영향을 분석하는데 연구의 목적을 두고 있다. 이를 위해 기존 동태적 역량 관점과 경쟁능력에 관한 실증연구에 기초하여 동태적 역량, 경쟁능력 및 기업성과간의 관계를 연구모형으로 설정하였다. 이 연구모형을 검증하기 위해서 제조기업 이면서 수출활동을 하고 있는 벤처기업을 대상으로 설문조사를 통해 자료를 수집하였고, 수집된 자료 중 총 102개 자료를 분석에 활용하였다. 본 연구모형 검증에는 PLS분석방법이 활용되었고, 이를 통한 실증분석에서는 다음과 같은 결과가 도출되었다. 첫째, 기업의 동태적 역량은 경쟁능력인 제품품질, 프로세스 유연성, 납기속도 및 저비용에 각각 정의 영향을 미치는 것으로 나타났다. 둘째, 경쟁능력인 제품품질 및 프로세스 유연성은 기업성과에 긍정적인 영향을 미치는 것으로 나타났다. 반면, 기존 연구 결과와는 달리 경쟁능력인 납기속도 및 저비용은 기업성과에 유의적인 영향을 미치지 못하는 것으로 나타났다. 본 연구는 이러한 연구결과에 기초할 때 수출벤처기업이 기업성과에 긍정적인 영향을 미치는 경쟁능력을 향상시키기 위해서 기업의 동태적 역량을 구성하고 있는 감지능력, 포착능력, 변형능력, 조정능력 및 학습능력을 향상시키기 위해 지속적으로 노력해야 한다는 실무적 시사점을 제공한다.

The purpose of this study is to analyze the effects of a firm’s dynamic capabilities measured by sensing, seizing, transforming, coordinating, and learning capabilities on its competitive capabilities, such as product quality, process flexibility, delivery speed, and low cost. The relationship among dynamic capabilities, competitive capabilities, and export firm performance is set up as a research model based on empirical studies related to the existing dynamic capability perspective and competitive capabilities. To test this research model, this study collected 102 samples of data using a questionnaire survey on both manufacturing and exporting firms. The partial least squares method is used and the following results are derived from an empirical analysis. First, dynamic capabilities have a positive effect on competitive capabilities, such as product quality, process flexibility, delivery speed, and low cost. Second, product quality and process flexibility have a positive effect on export firm performance. Third, unlike previous research results, this study finds that the competitive capabilities of a firm in the areas of delivery speed and low cost do not significantly affect its performance. These findings provide meaningful implications for export venture firms that need to acquire and maintain competitive advantage in a rapidly changing environment.

This research provides a detailed understanding of how firms can leverage their internal capabilities to navigate external market dynamics and enhance export performance. The study investigates the complex relationships between customer turbulence, market capability, competitive aggressiveness, and export performance among emerging market firms. Grounded in resourcebased theory and dynamic capabilities theory, the research utilizes a cross-sectional survey of 259 South African firms across various industries. Structural equation modeling is employed to test the proposed hypotheses. The findings reveal that customer turbulence encourages both competitive aggressiveness and market capability. Additionally, market capability is a crucial mediator, significantly enhancing export performance. While competitive aggressiveness positively influences market capability, its relationship with export performance is more complex. Theoretical implications underscore firms' need to develop dynamic capabilities to adapt to rapidly changing customer demands. On a practical level, the study suggests that managers focus on strengthening market capabilities and adopting proactive competitive strategies to thrive in turbulent environments. Finally, this research enriches the literature on export performance by integrating dynamic capabilities theory and offering actionable insights for emerging market firms seeking to improve their international market success.

수출 파트너십 형태의 비즈니스 모델인 수출 벤처는 창업 직후 자원이 부족한 신생기업들이 국제 경쟁에서 선택할 수 있는 전략 중에 하나이다. 최근 연구는 이러한 수출벤처가 대부분 직접 경험을 통해 확보할 수 있는 국제화에 관한 지식이 부족한 신생기업들에게 유용한 전략임을 제시했다. 그러나 이러한 수출벤처의 지속가능한 경쟁우위를 실증적으로 검증한 연구는 미비하다. 본 연구는 수출벤처의 지속가능한 경쟁우위의 근간이 되는 요인들을 규명하는데 목적이 있다. 이러한 측면에서, 본 연구는 자원우위경쟁이론을 이론적 준거 틀로 삼아, 수출벤처의 자원들과 경쟁우위의 관련성을 설명하는 모형을 도출하고 한국 신생 수출기업을 대상으로 한 설문조사를 통해 확보한 자료를 실증적으로 분석하여 이 모형을 검증하였다. 수집된 자료는 구조방정식분석의 한 형태인 부분최소자승법을 통해 분석되었다. 분석결과, 신생기업의 제조역량 및 파트너십 역량과 파트너 기업의 수출역량은 수출벤처의 경쟁우위 확보에 긍정적인 영향을 주는 것으로 나타났다. 그러나 브랜드 인지도의 경쟁우위에 미치는 영향은 유의미하지 않은 것으로 검증되었다. 한편, 관계악화요인들인 수출벤처 참여기업 간 기회주의와 불기능적 갈등은 수출벤처의 경쟁우위 확보에 부정적인 영향을 주는 것으로 나타났다. 본 연구는 신생 기업의 국제화의 상황에서 수출 파트너십의 중요성을 규명함으로써 국제경영과 전략경영 분야의 지식기반을 확충하는데 기여할 것으로 예상된다. 본 논문은 연구결과의 이론적, 실무적 시사점을 제시함과 동시에 연구의 한계를 기반으로 향후 연구 방향을 제시함으로써 결론을 맺는다.

An export-venture is one of the strategic options for a start-up firm that desires to compete internationally, especially when the firm’s resources are insufficient. Recent research has advocated that export-ventures are valuable strategies for start-up firms that suffer from limited resources such as knowledge of internationalization that can be acquired mostly from experiential learning. Few studies, however, have explained export ventures’ sustainable success. The authors aim to identify key drivers of export-venture success. Based heavily on the resource-advantage of competition, the authors theorize key relationships between export-ventures’ resources and competitive advantage. These relationships were tested using data from a survey of start-up firms in Korea. The data were analyzed using partial least square analysis. The structural model shows that export competence was positively related to export-venture competitive advantages. In contrast, the relationship between partner brands’ awareness and export-venture competitive advantages was insignificant. Manufacturing capability positively influences export-venture competitive advantage. Likewise, partnering experience positively influences export-venture competitive advantage. Nonetheless, the relationship-destroying factors negatively affect export-venture competitive advantage. The current study may contribute to knowledge extension of two research streams-international business and strategic management-by emphasizing the importance of export-partnerships in the context of start-up firms’ internationalization. This article is concluded with a discussion of further implications for theory and management and some directions of future research in addition to the limitations of the present research.

우리나라를 비롯한 세계의 헤어케어제품의 시장은 꾸준히 확대 되는 추세이며, 프리미엄제품으로 소비 패턴이 변화하고 있다. 한국보건산업진흥원의 조사에 따르면 헤어케어제품을 포함한 화장품 관련 세계시장에서 상위 100대 브랜드 중 40개가 유럽지역의 브랜드이며 세계시장에서 프리미엄 제품의 이미지를 구축하고 있는 주요 브랜드는 유럽지역이 보유하고 있음을 알 수 있다. 우리나라의 헤어케어제품관련 생산실적은 2013년도 전년대비 증가율이 15.8%에 달하는 등 최근 시장의 확대가 가속화 되고 있으며, 소비추세의 변화가 전망됨에 따라 세계시장에서 프리미엄 제품의 이미지를 구축하고 있는 유럽 브랜드와의 경쟁은 불가피할 것으로 판단된다. 본 연구에서는 세계시장에서 경쟁상대로 부각되고 있는 유럽제품의 브랜드 디자인을 분석하여 향후 수출시장에서 우리나라 제품 브랜드의 포지셔닝 및 전략적 마케팅 방향 설정을 위한 자료로 활용하기 위해 진행되었다. 이태리, 독일, 프랑스, 네덜란드 유럽4 개국의 대표적인 헤어케어제품에 대해 판매 가격대, 브랜드 명칭, 브랜드 시그니쳐의 형태, 제품용기의 형태와 주요 색상에 대하여 조사 분석 하여, 유럽의 헤어케어 제품 브랜드는 가급적 간결한 이미지로 제품에 대한 신뢰와 자신감, 제품자체의 특성을 절제된 형태로 강조하고 있음을 결론으로 얻을 수 있었다. 본 연구는 산업통상자원부의 지역산업기술개발사업으로 진행되었으며, 국내의 헤어케어제품 브랜드가 유럽 시장 진출 및 세계 시장에서의 경쟁에서 우위를 점하기 위한 전략 수립을 위해 유럽 현지의 매장 및 소비자를 대상으로 직접 판매환경에서 현실성 높게 진행되었다.

The world's hair care product market, including Korea, is in an expansion trend and the consumption pattern is shifting to premium products. According to a survey conducted by Korea Health Industry Development Institute, of the top 100brands in the world market related to cosmetics, including hair care products, 40 brands are based in the European region, Which suggests the main brands of premium products in the related world market are from the European region. The production performance of Korea's hair care products achieved 15.8% year-to-year growth compared to 2013. A change in consumption trend is expected, where competition with European brands that already have established their images as premium brands in the world market seem inevitable. The purpose of the study is to analyze European brand design that emerged as a rival in the world market and to use the study result for Korean brand positioning and strategic marketing settings in export markets. The study surveyed and analyzed sales prices, brand names, the form of brand signatures, and main colors of typical hair care products of four European countries, including Italy, Germany, France, and Netherlands, and were able to obtain a conclusion that their brands moderately emphasize product characteristics, trust and confidence of products, preferably in a succinct image. This study is part of a regional industrydevelopment project of the Ministry of Trade, Industry and Energy, which was conducted realistically in actual sales environment targeting consumers and stores in Europe in order to establish a strategy to pave a foundation for Korean hair care product brands to enter the European market and dominate the world market.

This study explores the relationship between product adaptation and export performance. It also examines how firm characteristics and environmental characteristics shape the performance influence of product adaptation on export performance. Based on a resource-based view and contingency perspective, this study develops a conceptual model and empirically investigates the moderating effect of international experience and competitive intensity on the link between product adaptation and export performance. Using the survey data collected from 147 Korean exporters, this study tested the relationship between product adaptation, international experience, competitive intensity, and export performance. The findings suggest that the level of product adaptation positively affects export performance. Moreover, the results indicate that both international experience and competitive intensity strengthen the positive impact of product adaptation on export performance.

Purpose ? The aim of this study is to investigate the relative influence of country- and corporate images on consumer evaluations of foreign products from the perspective of a transitional economy, i.e., China. Findings ? The findings of this study indicate that the image variables are positively associated with evaluations by Chinese consumers of foreign products. However, their relative impacts seem to differ from each other. Originality/value ?The present study links country-level considerations to firm-level decision-making, which will help global marketers that have either moved or plan to move their operations to transitional economies, such as China, to better shape and manage the use of a product’s country image and corporate image as marketing tools.

This research analyzed the technology-based export performance of small and medium enterprises(SMEs) from the standpoint of entrepreneurship, the resource- based view, competitive advantage, and market orientation. Using structural equation modeling, this study tested seven hypotheses including the moderating effects of market orientation. The results reveal the interaction effects between the coordinating mechanism and entrepreneurs’ innovativeness, and between intelligence dissemination and competitive advantage. Because, it can be said that when concentrating on spreading innovativeness, coordinating activities will result an improved competitive advantage.

The aim of the study is to examine elements influencing competitive advantage by small and medium export firms. To this end, this study has established an integrated model for analyzing influences organicity of organization and dynamic capabilities make on competitive advantage of export SMEs. Nine hypotheses have been proposed and tested on 379 SMEs using LISREL. Dynamic capabilities have been divided into integration and reconfiguration of resources and competitive advantage into cost and differentiation advantage. Also, mediated effect of dynamic capabilities has been examined for more sufficient analysis of the relationship among 3 factors. Research findings suggest that organicity of organization has positive effect on dynamic capabilities but in terms of competitive advantage, it fails to be statistically significant or is in opposite direction to the hypothesis. Dynamic capabilities, however, have positive effect on both elements of competitive advantage. Also, dynamic capabilities have fully mediated effect on the relationship organicity of organization and competitive advantage. In conclusion, the results of this study suggest that SMEs should focus their efforts on accomplishing competitive advantage by extending their organicity of organization through dynamic capabilities.

Purpose The present study aimed to develop a model that explains an export success. This new model was developed by underlying a model of constant market share and a model of price index. Design/Methodology/Approach Changes in an export product’s competitive advantage were viewed as a driver of the success. In addition, the negative impact of production costs was considered to analyze these changes. Moreover, the effects of an exporter’s power of price bargaining were highlighted under a circumstance of asymmetric information. Findings It is proposed that the increasing costs of labor have a gradually negative impact on price advantage. In addition, it is proposed that the contribution of competitiveness of the export product to the export success could rapidly deteriorate. Furthermore, it is proposed that both an importer’s and the exporter’s level of information have a critical effect on the decisive price of the export product even though the importer possesses a higher level of information and stronger bargaining power of price than the exporter. Research Implications According to these proposals, several suggestions were developed. First, an exporter should optimize the structure of its export product(s). Second, an exporter needs to bolster the quality of its export product(s). Third, an exporter should diversify its promotional types. Fourth, an exporter needs to nurture its bargaining power by tapping fortuitous environments and drivers of bargaining to fulfill the needs of the changes and development of a market.

Since exporting is the most popular foreign market entry method, understanding the determinants of export performance is important for Korean export firms. The purpose of this study is to examine the effect of organizational export capabilities, export marketing strategy and export competitive advantage on export performance and to present the effective ways to increase export performance. The findings of this study are as follows. Export marketing capabilities, relationship-building capabilities and innovation capabilities have an positive effect on export marketing strategy. Export product competitive advantage, export cost competitive advantage and export service competitive advantage are able to be gained through implementing the sound export marketing strategy. The export marketing strategy has an especial important effect on export cost competitive advantage. The export competitive advantages in turn have an positive effect on the increase of financial export performance. This study's findings will be able to offer executives the important insights and a useful framework for understanding the skills specific to achieving higher export performance.

글로벌 경기회복으로 인한 수출입 물량 급증과 미국·유럽항만의 코로나 19로 인하여 셧다운(작업 중지)되면서 촉발된 하역지체 현상이 전 세계 주요 항만으로 도미노처럼 연쇄 파급되고 있다. 입항을 못한 선박들이바다 위에서 대기하는 상황이 이어지면서 선박도 컨테이너도 부족한 상태이다. 국내 최대 항만인 부산항도선박 부족, 항만 적체, 빈 컨테이너 수급 불안정 문제까지 겹쳐 해운물류가 마비 상태이다. 본 연구에서는국별비교우위지수와 국별비교열위지수를 이용하여 우리나라 해상 수출품 중 상위 10개 품목에 대한 대중국, 대미국 수출경쟁력을 분석하였다. 분석결과를 요약하면, 첫째, 대중국 해상수출품에 대한 국별비교우위지수를 살펴보면, 국별비교우위지수가 개선된 품목은 합성수지, 화장품, 평판디스플레이제조장비, 반도체 제조장비 4개 품목이고, 평판디스플레이, 석유화학중간원료, 기초유분 3개 품목은 감소하였다. 둘째, 대중국 해상수출품에 국별비교열위지수는 1보다 큰 상품은 평판디스플레이, 기타 정밀화학원료, 자동차부품이고, 석유화학중간원료, 화장품, 평판디스플레이제조장비, 기초유분, 반도체제조장비 5개 품목은 1보다 작은 값을 나타냈다. 셋째, 대미국 해상수출품에 대한 국별비교우위지수를 살펴보면, 국별비교우위지수가 1보다 큰 품목은 승용차, 자동차부품, 제트유 및 등유, 타이어, 냉장고, 건설중장비 6개 품목이고, 1보다 작은 품목은 합성수지 1개품목이다. 넷째, 대미국 해상수출품에 대한 국별비교열위지수는 1보다 큰 상품은 승용차, 합성수지 2개 품목이다. 자동차부품은 2015년 1.020에서 2020년 0.041로 지속적으로 하락하고 있다. 제트유 및 등유는 2018년1.372를 제외하면 줄곧 1보다 작다.

This study analysed competitive power of Korean top ten export products to China and the USA using Comparative Advantages and Disadvantages by Countries. The results are summarized: First, as for the comparative advantages of marine export goods to China, the goods whose comparative advantages were improved were synthetic resins, cosmetics, flat-plane display manufacturing equipment, and semiconductor manufacturing equipment. However, the comparative advantages of flat plane display, petrochemical intermediate materials and fundamental oil decreased. Second, the goods whose the comparative disadvantage in marine export products to China was larger than 1 were flat plane display, other precision chemical raw materials, and automobile spare parts. However, the comparative disadvantages of petrochemical intermediate materials, cosmetics, flat-plane display manufacturing equipment, fundamental oil and semiconductor manufacturing equipment were less than 1. Third, as for the comparative advantages of marine export goods to the USA, the goods whose the comparative advantage was larger than 1 were cars, automobile spare parts, jet fuel, kerosene, tires, refrigerators and construction heavy equipment while the goods whose the comparative advantage was less than 1 was synthetic resins. Fourth, as for the comparative disadvantages of marine export goods to the USA, the goods whose the comparative advantage was larger than 1 were cars and synthetic resins. That of automobile spare parts was persistently decreasing from 1.020 in 2015 to 0.041 in 2020. Those of jet fuel and kerosene were always less than 1 except 1.372 in 2018.

본 연구에서는 한국과 경남지역에서 단일 국가로 교역비중이 가장 큰 미국, 중국으로의 수출품목 중 수출경쟁력이 가장 높게 분석된 HS 8429.52, HS 8450.20, HS 8458.11 3개 품목을 추출하여 수출 변화에 영향을 미치는 결정적인 요인을 분석하였다. 추출된 3개 품목을 모두 수출하는 교역대상국 22개국을 분석대상국으로 선정하고, 분석기간은 2011년∼2020년까지로 정하였다. 분석기간 중 3개 품목의 수출실적을 종속변수로 정하였고, 3개 품목의 수출실적에 영향을 미칠 것으로 예측한 22개국의 7개 경제지표를 독립변수로 선정하였다. 그리고 분석모형은 로지스틱 회귀분석 모형을 사용하였고 일반화추정방정식을 설정하여경남지역의 수출경쟁력을 갖춘 3개 품목에서 수출실적 변화에 통계적으로 유의한 결과를 가져올 수 있는결정적인 요인을 분석하였다. 변수들을 패널데이터로 정제하는 과정에서 이들 3개 품목이 종속변수로서상관관계 문제가 없는지 검토하기 위해 가상관 행렬을 확인한 후 준우도 독립성 모형(QIC)을 통해 QIC 통계량이 최소인 모형을 선택하여 분석하였다. 다만 가상관 행렬 모집단 분포에서 높은 상관성을 예측했으나 분석기간 중 수출 통계량 편차가 크게 나타나 공변량이 변수에 포함되어 추정치 예측 및 모형검정에어려움이 발생했지만 유의수준 10%, 5%, 1% 범위 내에서 통계적으로 유의한 값을 도출하였다. 경남지역 수출경쟁력 상위품목들도 급속히 변하는 상황에서 품목별·국가별 수출실적 변화에 영향을 미치는 요인을 분석함으로서 수출동향에 맞는 시장 다변화와 통상정책 방향에 대응방안을 제시하고자 한다.

In this study, three product categories, HS 8429.52, HS 8450.20, and HS 8458.11, which are analyzed to be the most competitive products to export from Korea and Gyeongnam region to the United States and China, are identified, and the significant factors that affect the changes in export are analyzed. Twenty-two countries that import all three product categories are selected as subjects of analysis and the analysis period is from 2011 to 2020. During the analysis period, the export performances of the three product categories are set as dependent variables, and the seven economy index of the twenty-two countries that are expected to affect the three product categories in changes in export sales are set as independent variables. Additionally, the analysis model used is a logistic regression model, while generalized estimating equations are set to analyze the significant factors statistically in export sales changes of the Gyeongnam region’s three competitive product categories. In the process of refining the variables to panel data, the working correlation matrix is verified to check if there are no problems with the three product categories as dependent variables. Then, Quasi Information Criterion (QIC) statistics value with the least value is selected and analyzed through Quasi Information Criterion (QIC). A high correlation was estimated on the population distribution of the working correlation matrix. However, the export statistics deviation was high during the analysis period, leading to a difficulty in the estimation and model examination due to the inclusion of covariance in the variables. Still, statistically significant values within the ranges 10%, 5%, and 1%. By identifying the factors that affect the changes in export for each product category and country of the top competitive products of the Gyeongnam region in the fast-changing situation, the study proposes market diversification strategies and corresponding measures to follow the market trend.

본 연구는 일본･한국･중국 등 동북아 3국의 ICT 산업에 대한 품목별 수출경쟁력 변화를 산업주기(product life cycle) 관점에서 규명하는 데 목적을 두고 연구를 진행했다. 연구 결과 각국 ICT 산업 수출경쟁력도 태동기→도입기→성숙기→쇠퇴기를 거치는 산업주기를 따르는 것으로 분석되었다. 분석 결과를 요약하면 다음과 같다. 산업의 태동기는 수출규모가 작고 제품에 따라 다르지만 수출위주로 진행된다. 그 결과 TSI와 MSI는 성장세를 나타내고 전 산업에서 차지하는 수출규모도 커지면서 RCA지수도 상승 추세를 보인다. 성장기에는 산업의 수출경쟁력이 상승하면서 TSI의 수출특화가 높아지는 가운데 MSI와 RCA지수도 태동기에 비해상승 추세가 가파르게 진행된다. 이런 측면에서 중국은 태동기를 거쳐 성장기를 구가하고있다. 성숙기는 수출성장세가 둔화되는 시기다. 이때는 TSI 상승폭이 둔화되고 이에 따라MSI도 정체 상태에 머문다. 우리나라는 반도체를 중심으로 수출이 늘어났지만 한편으로중국에 경쟁우위를 잠식당한 제품을 중심으로 수입도 증가하는 패턴을 나타냈다. 쇠퇴기는 수출과 수입이 같거나 수출이 감소하고 수입이 증가한다. 이 시기는 TSI, MSI, RCA 가 동반 하락한다. 쇠퇴기는 수출경쟁력 지수가 모두 하락하지만 TSI가 수출특화이면서낮아지는 경우, 수입특화가 심화되는 경우, 수출에서 수입특화로 전환되는 경우 등 3가지양상을 띤다. 일본은 높은 제조비용, 후발국의 추격 등으로 ICT 산업 수출이 위기에 처한가운데 새로운 성장 동력 발굴이 지연되면서 쇠퇴기의 전형을 보였다.

As for the analysis results of the global ICT industry in line with the research purpose of the export competence index through trade within the industry, we have analyzed that the global ICT industry export competitiveness also followed the industrial cycle of the beginning, introduction, maturing, and declining. Through MSI, TSI, and RCA our research results on the life cycle of advanced and developing countries showed that in the beginning it was small in export quantities and even though it was different for each product, it was basically focused on export. As a result, the TSI and MSI showed growth and as the proportion of it from the entire industry increased, the RCA index showed increase as well. The maturing stage is when the export growth starts to decrease. At this point, the increase rate of the TSI index slows down and with this the MSI showed slowed down and came to a stop as well. In the maturing stage there were two patterns shown. In the declining stage, there are three different cases where all of them do show a decrease in the export competitiveness index. As the growth of the industry reaches its peak and the product becomes completely standardized, the focus of technological advancement is shifted from product innovation to process innovation. This happens because as the industry becomes mature, competition is not made by the distinctive features of products, but the advantage of lower price becomes more important.

본 연구는 국내 수출중소기업의 시장지향성, 브랜딩역량, 신제품개발역량 및 경쟁우위 간의 관계를 살펴보고 이들의 관계가 수출하는 제품유형에 따라 상이하게 나타나는지 살펴보고자 하였다. 이를 위해 대한상공회의소의 DB를 바탕으로 수출중소기업을 대상으로 설문조사를 실시하였으며 총 407부가 실증분석에 이용되었다. 경로분석을 실시한 결과, 시장지향성은 신제품개발역량 및 수출경쟁우위를 제고하였으며, 신제품개발역량은 경쟁우위에 긍정적인 영향력을 미쳤으나 브랜딩역량은 유의한 영향력을 미치지 않는 것으로 나타났다. 제품유형에 따른 변수 간 관계의 차이를 검증하기 위해 다중집단 경로분석을 실시한 결과, 신제품개발역량, 브랜딩역량 그리고 경쟁우위에 대한 시장지향성의 긍정적 영향력은 산업재 수출기업보다 소비재 수출기업에 대해 더 높은 것으로 나타났으나, 경쟁우위에 대한 브랜딩역량의 영향력은 소비재 보다 산업재 수출중소기업에게 더 높은 것으로 드러났다. 또한 산업재와 소비재 기업 모두에 신제품개발역량은 수출경쟁우위를 차지하기 위한 중요 요인으로 밝혀졌다. 본 연구결과는 수출중소기업의 해외시장 경쟁력 제고를 위한 시사점을 제언한다는 점에서 의의가 있다.

This study examined the moderating effect of firm type(industrial- vs. consumer- goods firms) on the relationships among market orientation, branding capability, new-product-development capability, and competitive advantage of exporting SMEs based on the dynamic capability view. A total of 407 exporting SMEs were surveyed. The results of two-group path analysis indicated that the influences of market orientation on branding capability, new-product-development capability, and competitive advantage in export markets were greater for consumer-goods SMEs than for industrial-goods SMEs. New-product-development capability played a significant role in increasing competitive advantage for both types of SMEs. Interestingly, branding capability had a positive effect on competitive advantage for industrial-goods SMEs, while it negatively affected for consumer-goods SMEs. Finally, managerial implications were provided for both industrial and consumer-goods exporting SMEs.

국제마케팅 활동은 문화적, 정치적, 사회적 환경이 상이한 외국시장을 대상으로 한다는 점에 그 어려움이 있다. 따라서다른 경쟁기업들에 비해서 얼마나 신속하게 현지 시장의 다양한 변화를 감지하고 그러한 변화에 적절히 반응할 수 있는능력을 키우는가에 따라 국제마케팅 활동의 성공여부가 결정된다. 이에 본 연구에서는 다양한 시장정보의 효율적․효과적 활용과 관련하여 많은 관심을 받고 있는 시장지향성이 성공적인시장 감지능력과 반응능력 즉, 경쟁우위를 어떻게 창출하고, 또한 우수한 수출성과를 얻기 위해서 어떠한 노력이 요구되는가를 밝히고자 하였다. 국내의 수출기업 중 수출 규모가 큰 274개 수출기업을 대상으로 연구가설을 검증한 결과, 시장지향성-시장 감지능력-시장 반응능력이라는 과정을 통해서 우수한 수출성과가 창출되는 것을 확인할 수 있었다. 즉, 다양한 시장변화에 대한 이해와 그러한 변화에 대응할 수 있는 능력을 향상시키기 위해서는 수출시장 정보의 효과적, 효율적 활용과 관련된 높은 수준의 시장지향성을 구축하는 것이 선행되어야 함을 의미한다. 또한 이러한 일련의 노력은 궁극적으로 우수한 수출성과를 얻는데 매우 중요하게 작용하는 것으로 나타났다.

Increased globalization of sales activities, differences of customer needs, and intensive competitiveness are creating high degrees of environmental uncertainty in the export markets. Under these circumstances, it is very important to recognize firms must sense various market changes and respond to them for attaining competitive advantages and sustainable growth. When firms are involved in worldwide operations, these capabilities will be very critical and valuable for their success. According to many previous researchers, market orientation leads to accumulation of these competencies and it will provide naturally superior export performance. Even though the benefits of market orientation have been recognized for several years, empirical studies have not been conducted enough. This study tries to examine the impact of market orientation on export performance via the competitive advantages which are market sensing and responding capabilities. To achieve this purpose, the authors reviewed the previous literatures and suggested the empirical link among market orientation, market sensing capability, market responding capability, and export performance as well as the determinants of market orientation. After the review of extant studies, the authors designed a research model and proposed ten hypotheses. Based on the collected 274 Korean export firms’ data, the proposed model was testified with the LISREL 8.30. In result of empirical test, seven out of ten hypotheses were supported. According to the empirical results, even though Korean export firms can get superior performance by increasing the degree of market orientation, we need to evaluate the importance of the mediating role of market sensing and responding capabilities between market orientation and export performance. That is, researchers should take a consideration that market orientation’s effect on performance is positive when mediated by market sensing and responding capabilities. In the view of practical implication, Korean export firms should enhance the level of sensing and responding competencies which resultantly ensure superior export performance. The strong positive relationships of learning orientation, entrepreneurship, and competitive intensity on market orientation are also empirically supported. The authors discussed the meaning of the results and suggested future research directions.