An Exploratory Study about the Influence of Organizational Citizenship Behavior in the Global Market Entry of Domestic Franchise Companies

At the age of accelerating globalization with the establishment of Korea-US FTA and Korea-EU FTA, the marketing strategy of a company is not only important domestically but much more important overseas. In particular, recently, there have been increasing cases that franchise companies that once made a success domestically challenged foreign markets in spite of insufficient capital and technology but ultimately failed. Therefore, the global market entry strategy is considered very important for franchise companies. Most franchise companies have difficulties in securing fund and manpower and in producing high quality new products, and also have difficulties in verifying customers and reacting to changes in the world trade environment because of insufficient ability to make use of information. This research proposes hypotheses on the organization culture, among the decision factors, for the global market entry strategy and through its relation to variables associated to internal members. For this, this research is going to use OCB that is one of popular research subjects in the field of human resource & organization and market-orientation that is actively studied in the field of marketing in relation to the organization culture.