환경요인이 경영성과에 미치는 영향 : 브랜드확장과 핵심역량을 매개로

Abstract

Currently, the domestic and foreign business environment is facing a more difficult situation than ever. Companies need to change and innovate constantly due to rapidly changing management environment and customer needs that are gradually strengthening. The purpose of this study is to analyze the effects of internal and external environmental factors of companies on management performance through brand expansion and core competencies, and to identify the cause variables that affect financial management performance and non-financial management performance, there by presenting basic data to be used for establishing management policies in the future. This study selected industrial competitiveness, environmental uncertainty, and technology structure as components of external environmental factors that are expected to affect the brand expansion of companies based on previous studies, and selected organizational characteristics, department characteristics, and CEO characteristics as components of internal environmental factors that are expected to affect the core competencies of companies. Also, the mediating effect of brand expansion and core competencies on business performance (financial performance, non-financial performance) was analyzed. All questionnaires used in this study were used by the Likert 5-point scale. For the survey period, 408 online questionnaires were distributed for 26 days from September 5 to September 30, 2021, and 402 questionnaires were used for analysis except 6 questionnaires that were not suitable for statistical analysis. In order to ensure reliability and validity of the questionnaire, reliability test, validity test and correlation analysis were conducted. Smart PRS 3.0 was used to verify the suitability of the research model. The results of this study are summarized as follows: First, external environmental factors of companies will have a positive (+) effect on brand expansion. Second, internal environmental factors of companies will have a positive (+) effect on core competencies. Third, brand expansion will have a positive (+) effect on management performance. Fourth, core competence will have a positive (+) effect on management performance. The implications of this study are as follows: First, it is empirically analyzed whether external environmental factors of companies have a significant effect on brand expansion. Second, the empirical analysis was conducted to see if the internal environmental factors of the company had a significant impact on the core competencies; third, whether the brand expansion had a significant impact on the management performance was empirically analyzed. Fourth, whether core competencies have a significant effect on management performance was empirically analyzed. Through this study, the components and parameters of internal and external environmental factors that have an influence on management performance were confirmed.

Key words : External Environmental Factors, Internal Environmental Factors, Brand Expansion, Core Competencies, Management Performance.