태생적 글로벌 기업의 글로벌 지향성이 성과에 미치는 영향

Although there are a lot of studies about born global firms overseas, there is relatively a lackof studies in Korea. This study investigates born global firms in Korea using Korean BusinessDirectory published by Kotra. The goals of this paper are 1) to develop theoretical model related to global orientation whichdescribes key orientations of born global firms and marketing differentiation; 2) to test the impactof global orientation & marketing strategy to overseas market performance. Results shows that international vision and commitment to market influenced foreign marketperformance. International network concentration included in International network orientation is asignificant antecedent to foreign market performance. However, availability(resource munificence)is not a significant antecedent to foreign market performance. Marketing differentiation is asignificant antecedent to foreign market performance. The results shows that only some variableof global orientation affects marketing strategy. International commitment to market influences tomarketing differentiation. International innovativeness is an antecedent which influence marketingdifferentiation strategy. This study contributes to understand born global phenomenon in Korea. Especially, aconstruction of global orientation is useful in describing the culture of organization in born globalfirms. This study also contributes to enlarge the definition of born global firm by including foreigndirect investment.