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Study of Overseas Market Orientation and Business Performance in “Feel Korea” Industry

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2005, 10(6), pp.321-336
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science

전태석 1

1서강대학교

Candidate

ABSTRACT

The objective of this paper is to verify, based on the Jaworski & Kohli‘s previous study (1993), relationships among top management factor, interdepartmental cooperation, intra-organizational properties, marketing capability, environmental factor, and export performance as factors for enhancement of export marketing as pursued by Korean media production enterprises which target overseas market centered on the “‘Feel Korea” trend which is recently gaining popularity in Asian economies. This study based its theoretical framework on previous studies on market orientation. For day analysis, this study surveyed a total of 306 employees in 36 media & contents enterprises including KBS, MBC, SBS, etc. Of them, 106 subjects who were primarily engaged in marketing were utilized for final analysis. Based on the previous studies for each variables, a theoretical study model was developed. As a result, the study result was found to be consistent with the previous ones on market orientation by Jaworski & Kohli (1993).

Citation status

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