전략적 유형에 따른 시장지향성이 성과에 미치는 영향 : 인터넷 마케팅과 조직학습의 중재효과

Internet technology and organizational learning are considered to be sweeping changing the business paradigm(especially in competitive advantage area) and increasingly integrated into the marketing function. Under these circumstances, This research construct a synthesized model of strategic type, market orientation, and performance, focusing on the roles of internet marketing and organizational learning in these relationships. On the basis of survey data from 103 manufacturing firms in KOREA, the empirical evidence of this study shows that internet marketing and organizational learning generally leverages the firms' market orientation, which in turn have a positive impact on their performance. Additionally this research shows that the level of firms' market orientation is differed by which kinds of strategic type they pursued.