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Product Strategy in the Global Market: Premium, Good-value, or Economy?

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글로벌 시장의 제품전략: Premium, Good- value, or Economy?

Type: Academic journal

Author: In-Sik Jeong (고려대학교) Yun-Jae Bae (고려대학교)

Journal: Korea Trade Research Association Korea Trade Review Vol.49 No.6 KCI Accredited Journals

Published: 2024.12

Pages: 271 - 295 (25page)

DOI: 10.22659/KTRA.2024.49.6.271

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Product Strategy in the Global Market: Premium, Good-value, or Economy?

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This study attempts to examine the types of product strategy – premium, good-value, or economy – adopted by Korean exporting firms. Survey data from 149 Korean exporters show that good-value product strategy is more frequently adopted than premium and economy product strategies. We also analyze whether global marketing strategies and organizational features influence the adoption of product strategies in international markets. Our findings reveal that market orientation, technological competence, and product category exert an impact on firms to adopt premium product strategy. Additionally, we find that a higher degree of marketing standardization is associated with the adoption of good-value product strategy. Finally, we explore which strategic type leads firms to achieve a higher performance in international markets. The empirical results highlight that firm performance is higher when firms adopt premium product strategy than good-value product strategy.

글로벌 시장에서 효과적인 제품전략을 수립 및 실행하는 것은 기업의 경쟁력을 높이는 주요 수단으로 국제 마케팅 분야에서 매우 중요하게 연구되어 왔다. 다양한 해외 제품전략 중 가격과 품질을 기반으로 프리미엄(premium) 전략, 가치(good-value) 전략, 그리고 경제적(economy) 전략과 같이 세 가지 유형으로 분류할 수 있다. 하지만 이러한 해외 제품전략 개념을 이용한 연구는 현재까지도 매우 부족한 실정이다. 본 연구는 이렇게 분류된 전략 개념을 기초로 하여 현재 한국 기업이 어느 제품전략을 주로 채택하는지 알아보고자 설문 조사를 실시하였으며 빈도를 분석한 결과 가치 전략을 가장 많이 채택하는 것으로 나타났다. 또한 본 연구는 기업의 국제 마케팅 전략과 기업 내부 요인이 해외 제품전략의 유형에 영향을 미치는지 실증적으로 분석하고자 하였다. 본 연구에서 하나의 한국 기업만이 경제적 전략을 채택하여 실증분석에서는 이를 제외시켰다. 결과적으로 국제 마케팅 전략인 마케팅 표준화와 시장지향성, 그리고 내부 요인인 기술 역량과 제품 유형이 제품전략 유형에 영향을 미치는 주요 요인인 것으로 나타났다. 마지막으로 본 연구는 해외 제품전략과 기업 성과 간의 관계에 대해 알아보고자 하였다. 그 결과 프리미엄 제품전략을 채택하는 기업의 기업 성과가 가치 전략을 이용하는 기업에 비해 높은 것으로 나타났다. 이에 본 연구는 세 가지 유형의 해외 제품전략, 국제 마케팅 전략과 내부 특성, 그리고 기업 성과 간의 관계를 검증함으로써 학문적으로 기여하며 한국 기업에 실무적인 시사점을 제공하고 있다.

#해외 제품전략 #국제 마케팅 전략 #기업 내부 요인 #기업 성과 #한국 기업 #irm Performance #Global Marketing Strategy #Korean Firms #Organizational Characteristics #Product Strategy in International Markets

Contents

국문초록
Ⅰ. 서론
II. 연구 배경 및 가설
Ⅲ. 연구 방법
Ⅳ. 실증 분석
Ⅴ. 결론 및 시사점
참고문헌
Abstract

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