외식 창업자의 특성이 마케팅 지향성과 창업성과에 미치는 영향

The research concerning the relevance between entrepreneur"s characteristic and performance has yielded a variety of results especially in establishing venture enterprises These results have some implications for the restaurant industry but the differences such as restaurant industry’s characteristics, business environment, and consumer behavior limits application of existing research. Analysis of the effect of entrepreneur’s characteristics on marketing orientation and performance has revealed that self-efficiency and social technology of the entrepreneur influences performance but achievement desire and risk-taking does not. But even these two variables appear to have an indirect influence on performance through marketing orientation. Entrepreneurs with higher achievement desire and self-efficiency often showed higher marketing orientation.