기술창업기업의 마케팅 특성과 경영성과 간의 관계에 대한 연구

• 영문명: An Exploratory Study on the Characteristics of Entrepreneurial Marketing and Performance in Technology Based Start-up Companies
• 발행기관: 한국창업학회
• 저자명: 최태문(Tae Moon Choi) 조성의(Sung Eui Cho)
• 간행물 정보: 『한국창업학회지』제6권 제4호, 125~153쪽, 전체 29쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.12.31

영문 초록

This study explores the relationship between the characteristics of marketing and performance in technology based start-up companies. Start-up companies have different characteristics of marketing activities compared to existing companies. Therefore, it is worth studying marketing characteristics of start-up companies and existing companies separately. This study showed that three factors among marketing characteristics, the degree of utilizing marketing experts, pursuing innovative distribution channels, and targeted market selection and operations, significantly affect the financial performance of start-up companies. In addition, three factors of the degree of utilizing a marketing experts, pursuing innovative distribution channels, and use of information technologies have significant effects on the qualitative performance of marketing activities such as increasing customer satisfaction and improving the preferences on the product or service.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 실증연구

Ⅳ. 결론

참고문헌

Abstract

키워드

Exploratory study Characteristics Entrepreneurial marketing Performance in technology