프랜차이즈기업의 환경지향성이 혁신 환경성과와 시장성과에 미치는 영향

Purpose - This study is to examine the effect of environmental orientation on innovation, environmental and market performance in Korean franchise firms’ context. This study also investigates how environmental orientation, innovation and environmental performance play mediating roles between environmentalorientation and market performance. For these purposes, the authors developed a structural model which consists of severalconstructs. In the model, environmental orientation was proposedto affect innovation and environmental performance, while innovation and environmental performance influence marketperformance. Specifically, innovation and environmental performance were proposed as core mediators between franchise firms’environmental orientation and market performance. Research design, data, and methodology -Thedatawerecollected from 155 franchise firms in Korea during January 2012. The results of factor analysis with reliability test with Cronbach'swarranted unidimensionality of the measures for each construct. αIn addition, nomological validity of the measures of each construct was warranted from the result of correlation analysis. Thedata were analyzed with reliability analysis, and structural equation modeling with SPSS Win/PC 18.0 and AMOS 18.0. Results- The results of the overall model analysis appearedas follow: χ2=52.388(df=21), p=.000. GFI=.932, AGFI=.854,NFI=.964, CFI=.978, RMSEA=.099, RMR=.059. Since the resultof the overall model analysis demonstrated a good fit, we further analyzed our data. The findings can be summarized as follows: Firstly, the environmental orientation had a positive effecton innovation and environmental performance, but had not a direct effect on market performance. Secondly, innovation had a positive effect on environmental performance, but had not a direct effect on market performance. Thirdly, environmental performance had a positive effect on market performance. Conclusions- The results of this study show that, in order toachieve competitive advantages and environmental and marketperformance in turbulent market situation, franchise firms shouldemphasize internal and external environmental orientation, andput through improvements in perspective of technology, organization, and product. Consequently, this research suggests thatenvironmental orientation is a motive for franchise companies’innovation, environmental performance, and market performance. It also suggests theoretical and managerial implications, limitations, and further research directions.