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논문 기본 정보

자료유형
학술저널
저자정보
송명규 (순천향대학교)
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제24권 제5호
발행연도
2021.10
수록면
81 - 96 (16page)

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Purpose: The purpose of this study was to identify variables which affect Korean sports goods company’s strategies for entering the foreign market. The choice of entry mode is one of the most critical decisions in global marketing. This paper aims to improve Korean sports goods company’s international competitiveness. Research design, data, and methodology: A survey was conducted on 352 companies members of Korea Sporting Goods Industry Cooperative Federation. To achieve the goal of this research, the model was designed to focus on how different factors such as CEO, product, firm, and host country environment affect foreign market entry mode choice. First, an exploratory factor analysis was performed to confirm reliability and validity. Second, t-test and logistic analysis are respectively used to test the hypotheses. T-test is used to find out the difference between two groups, investment type and export type, on each of the variables, while logistic analysis is used to explore the influence of each variable. Results: First, Findings from the analysis of differences revealed that in CEO factors, all the items were significantly different between the two types, and among product factors, degree of technological innovation and transaction cost showed significant differences, while there was no significant difference in marketing ability. Second, Concerning firm factors, only multinational experience was significantly different while there was no significant difference. Third, with respect to host market factors, except competition intensity, there existed significant differences. Implications: The government and industry must make efforts to create a sports goods brand that meets the global level of competition in the sports sector. The government should actively support the overseas expansion of sporting goods companies, and sporting goods companies should strive to secure competitiveness in the global market through overseas market strategies suitable for them.
#Foreign Market Entry Mode #Company #Export Mode #FDI Mode

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참고문헌 (41)

참고문헌 신청
Agarwal, S. / 1992 / Choice of foreign market entry mode : Impact of ownership, location and internalization factors / Journal of International Business Studies 23(1):1~27 Crossref Anderson, E. / 1986 / Models of foreign market entry : A transaction cost analysis and propositions / Journal of International Business Studies 17(3):1~26 Crossref Bae, D / 1994 / A study on factors influencing choice of foreign market entry mode of international enterprises in Korea google schola Bang, H. / 1992 / Foreign direct investments of the Korean firms : Towards the business strategy approach / International Business Journal 3(1):49~76 google schola Bell, J. / 1995 / The internationalization of small computer software firms: A further challenge to “stage” theories / European Journal of Marketing 29(8):60~75 Crossref

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