중국과 북미시장에 진출한 한국기업의 시장 지향성과 성과에 관한 비교연구

Studying overseas market strategies of Korean subsidiaries based on Chinese and Northen American markets are necessary, for these markets are main foreign direct investment countries of Korea in terms of the amounts of foreign direct investment. Therefore, these areas are regarded as important markets which successful local business strategy are required urgently. Implication of successful international business strategy in these markets depend on developing subsidiaries performance. Specific purposes of this study are as follows. First, researcher examines how market orientation influence Korean subsidiaries performance in these markets. This study will give strategic implications for accomplishing successful localization that extends business scope in entry markets by recognizing the importance of market orientation if market orientation relates to business performance of subsidiaries through this research.Second, besides these market orientation, this study is to test empirically how firm specific factors and market specific factors influence the performance of Korean subsidiaries. Additionally author intends to test whether these factors have some differences between two markets. Third, author investigates how price advantage strategy and differentiation advantage strategy as corporate competitive strategy affect market orientation ,and whether there are differences between two markets in competitive strategies.