신규사업 개발전략과 종합 마케팅능력이 성과에 미치는 영향에 관한 연구 : 한국 해운산업을 중심으로

Abstract

Nowadays, New business development in the company becomes more significant activity not only to maintain company's revenue but also to achieve the future vision on the basis of enterprise. The purpose of this study was to explore the effects of new business development strategy and total marketing capacity on corporate performance primarily on the shipping industry in Korea. The study also investigates the moderating effects of management control system and performance evaluation system to the total marketing capacity and performance.

An empirical study was carried out to examine the effects of new business development strategy and total marketing capacity on corporate performance on the shipping industry in Korea. The research model is consists of 5 factors

(1) Concentration strategy (2) diversification strategy (3) integration strategy. It was found out that concentration strategy has the best performance and diversification strategy has better results than integration strategy does. But, From the perspective of non-financial performance, there were no differences on among these 3 types of new business development strategy.

2) From the perspective of different categories of new business development strategy there are no differences in the level of marketing capacity. However, there are average differences in management assets, marketing culture, planning capability and implement capability.

3) Total marketing capacity representing sustained competitive advantage and business level strategy has positive effects to the performance resulting from new business development strategy.

4) Most of Korean shipping companies used all kinds of control method such as action control and result control in the management control system.

5) The hypothesis that performance evaluation system is different based on total marketing capacity was supported.

6) It was found out that there were no significant relationships between Management control system and new business development performance.

7) There are differences in new business development strategy, Total marketing capacity and Management control system in the same industry. consequently, the specific differences in the level of performing and establishing new business development strategy should be considered.

As a result, The new business development is a main factor to enhance the competitiveness of the company. Therefore, Systematic and strategic approach to the new business development should be applied.

For the practical viewpoint of this study, the effects of total marketing capacity to the performance and SCA(sustainable competitive advantage) should be analyzed.

This study helps the shipping company to design an appropriate management control system for the levels marketing capacity and plan to make performance evaluation system or indexes.

1) ocean-going shipping service 2) Freight forwarding service 3) shipping agent service in Korea by the use of questionnaire method. The factor analysis, multiple regression analysis, t-test analysis and two-way ANOVA(Analysis of Variance) were used to analyze the data.

The results of the analysis led to the following conclusions :

1) From the perspective of financial performance, There are significant differences in financial performance among the types of new business development strategy

new business development strategy, total marketing capacity, management control system, performance evaluation system and corporate performance. Consequently, 8 hypothesis were formulated and tested to find out interrelationship of these 5 factors.

The Data investigating the effects of new business development strategy and total marketing capacity on corporate performance were collected from 250 shipping companies handling 3 different types of shipping service product