메타프론티어 분석을 활용한 글로벌 자동차 브랜드의 마케팅 효율성에 대한 연구

TThe success or failure of global automakers is determined by how they cope actively with the rapidly changing buying behavior of consumers in the automotive ecosystem and how they maximize marketing efficiency with limited internal resources. However, previous studies are limited in terms of explaining marketing efficiency from the perspective of automobile characteristics. Thus, this study measures the marketing efficiency of 22 global automobile brands using metafrontier analysis. Through metafrontier analysis, global automaker brands can be classified into two groups (luxury and mainstream) according to consumer brand perception attributes or into three groups (Asia, Euro, USA) according to automobile geographic production regions. The analysis results provide general insights into the marketing capabilities of global automotive brands and the contemporaneous efficiency of individual automaker brands. The implications of this study are as follows: First, the average metaefficiency of mainstream automobile brands is greater than luxury brands. This result demonstrates that luxury car brands need strategic alternatives to maximize their marketing performance. Second, the major factor of inefficiency in most global automobile brands is purely technical under the CRS and VRS assumption. Therefore, these global automobile brands need a strategic approach to improve managerial performance. This study may help automobile brand practitioners to understand the US automotive industry from a marketing perspective. It also offers strategic initiatives for efficient advertising and sales promotion operation management.