중소기업의 환경요인이 마케팅 전략과 경영성과에 미치는 영향 연구 - 국내 특장차 제조기업을 중심으로

Despite the technological competitiveness in the market, domestic manufacturers of specialty vehicle are having difficulty in achieving high performance in the market due to low brand competitiveness and lack of marketing strategies. Therefore, this study investigated the effects of management characteristics, internal resource capabilities, and market environment factors of domestic specialty vehicle manufacturing companies on management performance through marketing strategy execution, evaluation, and control. The results show that CEO's characteristics have positive effects on the implementation, evaluation and control process of marketing strategy. Secondly, internal resources capacities of specialty vehicle manufacturers have positive influences on marketing strategy implementation, however, not on the marketing strategy evaluation and control. Thirdly, market environments of specialty vehicle manufacturers have positive impacts on the implementation of marketing strategy, however, not on the marketing strategy evaluation and control. Fourthly, marketing strategy implementation influences evaluation and control process of marketing strategy positively. Lastly, marketing strategy implementation has a positive influence on business performance. In addition, evaluation and control process of marketing strategy influence business performance of specialty vehicle manufacturers positively.